Today, the construction of functional terminals in the entire industry is in full swing, and functional terminals are increasingly playing an important role, playing a leading and benchmarking role. So, how to give full play to the important functions of functional terminals in brand cultivation, publicity and promotion, information collection, consumption tracking, etc.? Let us invite several functional terminal customers in Huai'an City to listen to their opinions. Retail client: Zheng Guobin Viewpoint: Cultivate the brand and establish the image Cultivating the brand is cultivated by tobacco companies. In fact, the most important thing is to do it through our retail customers. Because our retail customers have familiar consumer groups, are at the forefront of the market, and have face-to-face contact with consumers, which is an effective force in cultivating brands. However, in order to give full play to the important role of our functional terminals in cultivating brands, we must understand the characteristics and selling points of key key brands such as taste, packaging, cost performance, product technology, etc., and learn more knowledge so that we can do a good job in publicity and build a good brand. Nurture. To put it bluntly, we must be able to increase our marketing knowledge and skills so that we can communicate to consumers through the use of successful promotion techniques, guide consumer preferences, and create consumption hot spots. In the past, we only had account managers from tobacco companies who often came to our door. Most of them came with tasks and were not specific in cultivating the brand. Now that there are so many new specifications of cigarettes, of course, there will be a phenomenon of focusing on one and neglecting the other when cultivating. , when cultivating the brand, the pertinence is not very strong, so the sales of new products are not obvious. Now, representatives from industrial companies often come to my store to provide targeted guidance. For example, my functional store is linked to China Tobacco Hubei. Last time, we introduced a new specification of cigarettes called Red Golden Dragon (Xiaolou). On the second day after the purchase, a customer representative from China Tobacco Hubei came to our door. How is the sales of Hongjinlong (Xiaolou)? At that time, I said that I had just purchased the goods and had not started selling them yet, and I didn’t know how to sell them. They sat down and told me the selling points, culture, smoking taste, etc. of this cigarette in detail. They talked about one brand of cigarettes for most of the day. This place is an old brand, especially the Red Gold Dragon (Kyushu Tenglong) market is still relatively tight. I sold five or six packs in one morning. Later, I learned the knowledge he told me and promoted the brand. As a result, although it is a new specification, it is selling well here. Why? First, because this brand is an old brand and has a solid foundation in the market; second, Hubei China Tobacco’s customer representatives paid great attention to us and instilled the knowledge of this brand into me, not only conducting one-on-one publicity, but also imparting brand knowledge. Third, after adding functional terminals, my business image has been effectively improved. With the unified counter made by the tobacco company, the cigarette display is more standardized and the counter is more beautiful. Therefore, it also leads to More customers came. Brand cultivation is one of the main functions of our functional terminal. Therefore, in terms of brand promotion, function display and publicity and promotion, we must make full use of the beneficial resource of functional terminals as much as possible to establish a good image. Giving full play to the brand cultivation function of functional end customers is not only a matter for industrial and commercial enterprises, but also related to the vital interests of our retail customers. We functional store customers must make good use of this resource. Retail client: Yin Haichun Viewpoint: Do a good job in publicity and increase sales volume. My retail store is located at the crossroads of the main road in the county. Both the east and north sides face the street. The view is wide and the flow of people is relatively concentrated. To the north of the road is a clothing street, to the east is a restaurant street, to the south is a department store street, and behind it is a residential area with five to six hundred households, with a large floating population and a fixed population. Usually, if there are any products for promotion or publicity, many suppliers or manufacturers will choose my store. This is also the advantage of including functional end customers in the first batch of pilot projects in my supermarket. In the past, in terms of publicity and promotion of cigarettes, our retail customers basically fought alone, and the profits and losses were all their own. Because a lot of manpower and material resources had to be invested, I was not too interested in the promotion work. The most we care about is that customers come to us, and we just spend a little more words and introduce them. After becoming a functional store customer, the cigarette business image of our supermarket has also made a qualitative leap. In addition to themed light boxes, there are also promotional brochures and promotional display racks presented by cigarette manufacturers.

In order to better promote good cigarettes, in addition to rolling cigarette brand information on the LED display outside the store, I also used the multimedia liquid display TV in the store to play cigarette promotional videos, such as Henan China Tobacco Golden Leaf's "Zhongyuan Breakthrough" . This promotional video was very successful. Although I watch it every day, I never tire of it. Why? Because the work is very cultural and the cultural atmosphere is very strong, it makes people think that it is not a tobacco advertisement, but a story about the splendid history and culture of the Central Plains, which also attracts many customers to stay in my store. To be honest, it turns out that the sales of gold leaf cigarettes, whether they are ten yuan or twenty yuan, are not very good in my store. It is very good to be able to sell three or four cigarettes of each type in a month. And by using the function Thanks to the terminal's promotional media and the tobacco company's professional training for our retail customers who joined the functional stores, the sales volume of Golden Leaf cigarettes has greatly increased. Nowadays, in addition to the cigarette brands in the same category as our real estate, the sales volume and market recognition of the Golden Leaf brand must be counted. Now, not only does the tobacco industry provide a promotional platform for our cigarette sales, but it also helps me list, maintain, and promote promotional brands. During major festivals, they also send people to help me distribute promotional materials, and , and also provides materials, personnel and other support. Through these large-scale publicity activities, during the promotion period, we can understand the product market response in a timely manner, and also allow marketers from industrial and commercial enterprises to have something to say when they come to collect information. Not only did we not invest much money in adding functional terminals, but the tobacco company also tried every means to help us improve our image and promote it, so that we could sell more cigarettes and make money easily. It was really a good thing. Retail customer: Wang Guohua’s point of view: Collect information and share resources. My retail store has been using electronic management methods for purchase, sales and inventory management since 2000. Normally, whether it is cigarettes or other commodities, they must be stored and sold. Electronic scanning and filing have made my inventory management easier through electronic means. Usually, as long as the information management system in the computer is opened, the purchase, sale and inventory of the goods will be clear at a glance. Because the management here is relatively advanced, the tobacco company also added me to the ranks of functional terminals. After the construction of functional terminals, the tobacco company's online ordering platform has also been enriched a lot. Now, I have to enter the platform every day. In addition to browsing some sales information, I also go to the "Business Treasure Box" to learn about the brand culture and selling points. In particular, some small articles to help business operations are the focus of my attention. When it comes to information collection, I think the tobacco company has done a good job and it is a good way to really consider our retail customers: First, the good thing is that you can increase the accuracy of cigarette ordering by seeing how many cigarettes are in stock. , to prevent the supply of goods from being out of stock and causing losses to themselves; secondly, through sales data analysis, it can be seen in which period of time the sales volume of cigarettes is large, and which type of brand is concentrated, so that it can be done when the goods are shipped Be prepared to prevent the cigarettes on the counter from being out of stock and affecting sales; third, through the analysis system, you can check the sales trend of a certain brand and the entire year every month, quarter, and year. After analysis, you can find existing problems. In order to better adjust business ideas. In fact, not only can we view and analyze the cigarette sales situation through the information collection system. Through this system, the tobacco company can also understand the sales situation of each functional end customer. We are dealing with a small market, while the tobacco company is dealing with a large market. After analyzing the regional market and single store customers, they can make targeted decisions. This will also save us a lot of time and energy. At the same time, their analysis is more professional and operational, and therefore more instructive to us. Of course, in order to better collect information from consumers, I also established a consumption tracking database through the information system provided by the functional terminal to collect, organize, analyze, and report consumption tracking information. Now, there are 10 regular customers, and I have built consumption files for them. Every time they come to buy cigarettes, in addition to scanning the QR code and entering them, I will also keep their consumption information. Through this information, I can intuitively reflect their consumption situation.

In the words of an old customer: "I don't know how many cigarettes I can smoke every month, but when I come to you, it's clear at a glance. I didn't expect that I bought a few more packs of cigarettes this month than last month." !” Retail customer: Zhao Houde’s point of view: Track consumption and collect information. My supermarket covers an area of ??more than 100 square meters. It mainly sells tobacco, wine and tea. I usually like to drink tea and chat when I have nothing to do. Therefore, the tobacco company was also optimistic that I would have a leisure experience area here, so they made some modifications and placed some smoking products, promotional brochures, promotional display racks, etc., and the cigarette atmosphere suddenly became stronger. Whenever some old customers When customers come with free time, I will invite them to the experience area to drink tea and smoke cigarettes. Through this small experience area, it not only enhances the emotion between the guests and me, but also conveys the benefits of cigarettes to consumers. Brand culture. When customers consume, their consumption information can also be collected from mutual communication to provide them with targeted services. One of the functions of functional terminals is to provide consumption tracking services. Usually, because our retail customers are busy with business, it is difficult to go deep into consumers to collect consumption information. Therefore, it is also difficult to grasp consumption trends and consumption trends. Therefore, there will be certain difficulties in cigarette storage, brand cultivation, cultural experience, etc. Orientation. There is a construction site not far from my home. This construction site has been under construction for several years. The community has also been built from the first and second phases to the third phase. The boss of the construction site is from Hubei. He usually smokes soft cigarettes. Normally One pack of cigarettes every three days (smoking it myself and giving it to others). But the last two nights were fine. I checked the consumer files and found that this boss had only come to buy cigarettes less than ten times in the past two months. This was a phenomenon that had never happened before. So, when it rained one day and no one was in the supermarket and the construction site was not started, I went to his engineering headquarters with a pack of soft cigarettes. He happened to be there and was surprised to see me, because usually he was the only one who called me to deliver the goods. When the smoke comes, I will go to the Three Treasures Hall for nothing. While smoking with him, the conversation turned to cigarettes. Slowly I learned that it turned out that due to the downturn in our local real estate market in recent years, all the boss’s capital was invested in the house. Now the house cannot be sold, and the bank does not lend money. Looking at the capital chain, it is unbearable, so , I switched to another brand of cigarettes that cost 20 yuan a pack, and I was able to save dozens of yuan a day. He smiled bitterly and said, "Every time I go to your place to buy something, it's just to entertain people, so I'm embarrassed to go there again." I said, no wonder I saw you on the computer buying some cigarettes. If you want to buy other cigarettes, I have them there. He said, you are so amazing, you can even know how many cigarettes I buy in a month? I said, of course I know. Every time you buy cigarettes, I can check them at my place. If you want to smoke about 20 yuan, I have them at my place. Yellow Crane Tower Soft Blue, I sell 50 or 60 cigarettes a month. This grade is considered the best-selling cigarette, and the response from consumers is also good. Come and have a look someday, I will find a few people who smoke this. When you meet a customer who buys cigarettes of various brands, you can’t go wrong with the package. He said, OK! I will smoke this brand of cigarettes from now on. Through this consumption tracking function, I can quickly understand customers' consumption situation, acceptance and evaluation of new brands, timely adjust marketing strategies, sum up experience, improve shortcomings, and improve the effect of cultivating the brand. The construction of functional terminals is an important network construction task today and in the future. It also marks the transformation of retail terminals from traditional service-oriented to modern functional ones. Font size: large, medium, small | Color: light dark red | Print