In the 1990s, if a company used channel terminals to make good use of it, its sales would be good. With the maturity of the Chinese market, many domestic companies have followed the practice of multinational corporations, and have done a lot of work on the terminal display behavior of products and the terminal vivid effects of products, and achieved remarkable results.
However, it should be noted that many of the operating behaviors of Chinese companies are the practice of learning multinational corporations, and the difference in sales behavior of some terminals of multinational corporations is that multinational corporations know how to improve and improve, while some domestic The enterprise only learns the practices of others, "knowing it, not knowing why."
Some sales people from multinational companies have switched to marketing training. They have taught the daily work in multinational companies. It has indeed made certain enterprises have certain benefits, but their understanding of the market and There is still a certain distance in grasping, and there is not enough understanding of many origins of the terminal display behavior of products.
For example, in the display position required for display behavior, some sales managers only know one, and they don't know the other; simply think that the position of the display is only because of ergonomic needs.
Speaking of the store display, I have to say an example here, that is, the famous French supermarket chain "Carrefour". The company’s work on the store’s display was unmatched by Chinese companies. According to colleagues who came back from France, they set up a football-sized training ground in France. This place is mainly used for testing. It simulates with the same feeling as the store. For example, what kind of consumers are staying in the area just entering the store, what kind of consumers should be kept in different places in the store, and whether the left side is suitable for sensibility or Rational products, the right side is suitable for fast-moving consumer goods or large-valued goods. The setting of these areas must take into account people's consumer psychology.
In general, they set up the consumption places of young people at the entrance of the store. Because young people are less patient when they are shopping. They also pay attention to color testing. For example, people's habit is to go to the left and go to the right. In order to let people go to the left, they need to set up emotional colors and products on the left to grasp the impulse of consumers. On the right, because of the customary way of consumers, it is easy to walk slowly. Under normal circumstances, rational products will be placed in the right direction so that consumers can have time to think and choose.
Of course, there are still a lot of content to test, I will not list them one by one.
The whole test is to enable consumers to enjoy consumption without feeling tired and discomfort, so that they can retain consumers for a long time; at the same time, they expand their product sales and leave the brand in the hearts of consumers.
Compared with some foreign practices, the display of our domestic enterprises is very simple. Some companies have imitated the effect, let us feel a very blunt phenomenon, although consumers do not understand, but there is always a feeling in the heart.
Of course, some companies have benefited from the process of emulation and imitation, and they have gained experience and achieved remarkable results. The main reason for their use is the gradual penetration method. For example, first make cognitive advertisements on TV commercials, and after the products are recognized by the market, they must also make consumption of products in the end market of products. Atmosphere, consumers will feel the atmosphere of this product when they walk to this area. Although consumers go through this area for daily consumption or for other products, there is always a lingering shadow in their hearts.
Therefore, regarding the activation and display of channel terminals, some enterprises in China are now groping forward, some are imitating the past, and some are boldly applying according to their own thinking patterns and some scattered theories they have learned, although they also commit A lot of mistakes, but after all, some progress has been made.
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