First chapter
How completes the product vivid exhibition?
After the commodity demonstration is the product passes through each middle level circulation, will facilitate the product sale for consumer's last opportunity, the product exhibition, the good terminal performance was deciding the product future - will be is purchased by the consumer is buried by other enterprise's product. This also is everybody usually said: Is in front of a goal a foot to have to have to kick, otherwise, the middle place dribbling is again good, the organization succeeds again, finally wastes the energy, has not had the actual sales result, the enterprise cannot obtain the benefit.
Now is the market economy highly developed time, one of market economy time main characteristics then is “the eyeball economy”. How lets own product be more striking, how in the consumer more demonstrated at present own product and the enterprise image, how does let the consumer more see in all similar products the enterprise the product, the understanding enterprise's product, how does enable own product in the multitudinous commodities blooming, is all factories, the business and the retail merchant shop owner matter of concern. This also is the enterprise product “the sales strength” question.
What is exhibits? What is the product vivid?
The exhibition is the product order development in the terminal place. But and all may the use sell an advertisement through the best exhibition place unfolds vividly ours brand and the product in front of the consumer, causes it to transform for has the additional value and the charm commodity, thus the better transmission brand information, causes the consumer to produce to the product is intimate with the favorable impression, achieves the scene purchase the sales goal, this is vivid.
Very obviously, the product exhibition is “dies”, the rule the product place in the terminal place, not necessarily cannot attract consumer's attention and produces the purchase impulse, only then the vivid exhibition, lets the consumer think the product and the enterprise attract them, and the enterprise is taking into consideration their demand and the desire as far as possible, only then lets the consumer many have the purchase behavior. But vivid causes the enterprise the product to demonstrate changed “lives”, vivid might cause our product conveniently, obvious, to be easy, high quality, fresh, but these, all caused the consumer satisfiedly and expends the enterprise conveniently the product.
Why has to complete the product exhibition and vivid?
In essence, on the channel dealer is unable to solve consumer's choice, enterprise's sales personnel is unable frequently facing all consumers, also does not have the means to solve this problem radically. Therefore, says to the clerk, (but from the sale is not market) the angle looked that, vivid is only can interfere with the work which the consumer chooses. If in consumer choice time, the product has not been able the effective exhibition to demonstrate, or does not have the enough stock, has lost the opportunity which chooses.
The massive research indicated that, under the same level condition, the product vivid may increase above effectively sales volume 30%, may reach an agreement the vivid exhibition is equal all-weather to the company, silent sells representative. In other words, the clerk completes the exhibition, the demonstration good vivid, was equal to oneself asked one group of service assistant to help to enhance the sales volume, increased the market performance. “Vivid”, actually was equal to product can call, own can propagandize, own can cause the coquettish look to the consumer, own can make the sales promotion, also was equal to the enterprise asked one batch to promote sales much young lady, has invited one group of clerks!
Which principles does the product exhibition and vivid have?
The product exhibition has very many principles, but most important has following principle: Maximized principles, obvious principle, vertical exhibition principle, entire principle, under on heavy light principle and so on. Through these principle implementation, the product vivid is more advantageous to the establishment. Therefore, the product exhibition standard has decided the product final vivid performance, also had decided enterprise's product in the terminal, has the attraction in front of the consumer, also has the competitive power.
All these principles, appear especially when new product going on the market importantly. Because when product going on the market, the product other aspect competitive power very is also difficult to manifest, if through the terminal vivid, the advertisement media propaganda as well as has the innovation product promotion activity, this constituted “the navy, army, air forces” the multi-stratification plane consumer impartation and the propaganda, thus achieves product fast going on the market, the success sale result. When this has facilitated very many enterprise product going on the market, certainly can formulate the product vivid standard. This also is this enterprise in makes before all training, must first make “the product exhibition, vivid training” important reason! --Because they go on the market the new product opportunity too to be many, but all has each time obtained the success!
The product exhibition and the vivid goal promote the sales growth!
Product exhibition and vivid, through the product order, the effective exhibition, builds the purchase atmosphere, improves the terminal product demonstration image, raise hot sale effect, finally promotes the sales volume to grow, this is implements the product exhibition and the vivid main purpose.
In addition, the extrusion competitor is even the extrusion different type product, establishes the terminal guest sentiment relations, even carries on the region the effective management, all is the good effect which the product vivid exhibition brings.
Although the product vivid exhibition is not long in the domestic application and the implementation time, but it is big line of it said along with the terminal management production that, is all the rage rapidly. That, how completes the product vivid exhibition?
First, must certainly establish own vivid exhibition standard:
The product vivid standard may guarantee the entire market the product exhibition to maintain the consistent style, even lets the entire terminal in the consumer eye, is some enterprise's one extremely striking and the integrity product sale and the demonstration system. In under the product vivid standard instruction, after our product can be the consumer enters sells the similar product which first sees. At the same time, the execution product vivid standard can help us to understand fast by the consumer that, simultaneously promotes the sales volume. The product vivid standard is also advantageous for we to the market and clerk's inspection. Helps the clerk to carry on the vocational level and the service level enhancement.
Establishes the vivid exhibition standard, can help us to obtain the more market opportunity. Because competes requests us to have to enter all the product can enter sells the spot, consumer's purchase decided each sells the product series to have to be prepared, simultaneously, the consumer is selling a pause to use the time length to request our product to have the first time to give the consumer the pay attention; All these, all can cause after us the implementation vivid exhibition, obtains compared to the competitor more sale opportunity.
Regardless of any large-scale international enterprise, its product exhibition standard whole world each region all has the possibility to be unified. Down to in the Coca Cola Company, I once contacted each place the Southeast Asia several country Coca-Cola product terminal vivid standards, not only was the standard is same, the actual situation completely was also same. In each place, Coca Cola Company's product vivid is exactly the same. Thus, extremely is easy in the consumer mind to form an extremely obvious impression - standard, neat, the vivid terminal demonstration image. Actually, this is also representing enterprise's image, extremely easy to let the consumer accept the entire enterprise, enterprise's all products from the heart!
Second，Not only requests the vivid exhibition to have to be vivid, but also wants the system:
Piles to the product to exhibit the position, the product exhibition surface, exhibition competitiveness, the propaganda playbill and other goods coordination all is the vivid minimum request.
Some enterprises will be vivid the inspection track to define as these characters: “Looked upwardly, looked downward, looked forward, to peripheral looks”, actually, explained gains ground looked the banner, the mourning flag or the lamp box and so on, looked downward piles, a box set of packing and so on, looked forward the product the actual exhibition, to peripheral looks at situations and so on competitor and other product exhibition situation as well as playbill, POP. Actually, looked from the inspection track content that, may see the product vivid exhibition is systematic, is not the independent product place.
Third, the interaction exhibits the importance which and moves
Not only the vivid exhibition only is fastidious the product terminal exhibition systematic characteristic, actually, but also may writes an essay greatly in the interaction and the activity. This will be vivid the exhibition to deepen.
Vivid equates incompletely in the exhibition, this everybody must extremely clear only then good. Very many enterprises had understood thoroughly this point, vivid makes quite the terminal splendidly. Vivid is extremely nimble, but exhibits is extremely stereotypical. Therefore, very many enterprises will already be vivid with promotion, the product advertisement, the promoted behavior which might interact together unify together, even in aspects and so on carrier vehicle, personnel clothing, name card all made the foot vivid issue!
If some beer company, will prepare in the near future in the urban district the comprehensive promoted vivid exhibition, they might engage in the activity in certain most important terminal shop, respectively will all make a big product in front of the hotel gate to pile the head, will coordinate Retractable Banner, meanwhile will make the advertisement in the newspaper, simultaneously will exhibit the prize, and will carry on the propaganda with the television recording, will carry on some interactions the game with to draw the content. Thus, entire urban district product demonstration completely “detachable”!
Fourth, carries on vivid robbing instantaneously:
The vivid exhibition also is actually an important competitive process, extremely is all limited because of the terminal exhibition area as well as the exhibition scale, but must carry on the vivid exhibition in the terminal the enterprise also unceasingly to increase. Therefore, besides defers to the company standard to complete the terminal exhibition diligently, sometimes also must carry on the vivid exhibition in the limited space robbing.
The terminal exhibition area and scale robbing is extremely difficult, but has some rules to be possible to follow, if in the situation which the shelf exhibition area is insufficient, may carry on piles the box exhibition; Posts in POP is restricted in the situation, carries on the banner or the mourning flag hand; Or from makes the shelf, the expanded exhibition space; Or fixes own exhibition position and the region; Or with the match consultation, the different time expands the different enterprise the vivid sector.。。。。。In brief, maximum limit the local constable lives or expands oneself in the terminal important position!
How completes the product vivid exhibition? This is a topic which consummates day by day. Actually, very many terminals already own understood the terminal product vivid importance, own in the use enterprise's product or the vivid thing, maximum limit expand own sales volume, like this, each enterprise's product all obtained the considerable development.
