On how to build the retail terminal into the core force of brand cultivation

I've been thinking about what retail is and what is the core of retail, and I have some experiences that I want to share with you recently**.

The core of retail is that with the increase of resources and the increasingly clear division of labor, everyone has different needs, and this demand is the product or service; And it is this that links the demand side (buyer) with the supply side (seller). I think that's the essence of retail.

In the process of the buyer-seller transaction, a place is needed, and this place is the trading place, which can also be called a channel.

Phase 1: Single Channel.

Trading places have changed from bazaars at the beginning, to street stores, to department stores and shopping malls, and now they are called offline physical stores.

The second stage is multi-channel.

Because offline physical store transactions must be established on the basis of face-to-face between the two, and the business hours and the number of employees are limited, it is difficult to improve the efficiency of transactions after reaching a certain level, and online e-stores came into being. Therefore, the online store is also in line with the core essence of retail, but the place of transaction has been changed to online.

When the imitation rubber electronics store was just launched, everyone's trust in it was not enough, so the focus was on selling cheap products; As everyone's understanding of online electronic stores gradually deepens, they gradually begin to buy some other products, focusing on the stores of offline brands that they know, in case they are deceived or buy fakes, but they still focus on **, at this time, online is also a channel for brands, but the cost of this channel is very low, and it is an extra sales, so the same jujube product, online ** will also be slightly lower.

The third stage is omnichannel.

The advantage of online e-commerce is that it can overcome the transaction efficiency problem of offline physical stores, but it cannot achieve brand strength promotion (at least at this stage), because on the one hand, people shop and establish cognitive habits of the brand, mainly offline, and on the other hand, online cannot perfectly present products like offline physical stores, so that customers can establish product impressions in just a few seconds. If the online ** has been lower than the offline, the brand lethality is also very great, which greatly affects the offline business, so at the beginning of this stage, everyone began to deliberately distinguish between online and offline products or maintain the same online and offline**, and the two channels are differently positioned; In addition to being a place for transactions, offline stores are also more inclined to the role of product promotion; Online e-stores are mainly designed to make shopping convenient for customers, and at this point they have evolved into omni-channel.

Since the entry into force of the FCTC, advertising for tobacco brands has been severely restricted, while the marketing activities of cigarette brands as direct-to-consumer retail terminals have been relatively restricted. Therefore, tobacco commercial enterprises, as the main body of brand cultivation, should also take advantage of the trend and focus on brand cultivation on retail terminals. In addition, the level of cigarettes is the key to achieve the growth of tax profits, as the "first priority" of cigarette sales brand cultivation is an important means of cigarette level, and as the downstream retail terminal of the cigarette value chain, it plays an important role in brand cultivation.

As a result, it has become an important topic for our commercial enterprise. The author believes that in order to improve the ability to cultivate terminal brands, it can mainly be from the following aspects:

1. Transform the terminal and highlight the brand image point. First, do retail customer segmentation to find brand image points. The quality of retail customers is different, and the operating ability is uneven, and choosing the right cigarette retail customers can make our brand cultivation work achieve twice the result with half the effort.

According to the location of the retail customer, the store image, the business capacity, the scale of operation, the business format, the scope of radiation and the comprehensive quality of the owner and other factors, the retail customer is subdivided, looking for a plastic image store suitable for different cultivation brands.

Secondly, brighten the terminal and shape the brand image store. When the terminal image is transformed, the cultural elements of the tobacco enterprise are integrated, and the unified visual identity of the tobacco is used to carry out the unified planning and design of the terminal. At the same time, they can make a unified "key brand display rack" for a certain period of time to cultivate a key brand display, and formulate a unified terminal display standard, which can not only allow consumers to form a strong visual impact in many competing brands, stimulate consumption desire, but also create a brand image that commercial enterprises want to cultivate.

Third, follow up the management and continue to fix the image. After the selection of brand image stores and the transformation of stores, these image stores must be maintained and managed, and special personnel must be responsible for regular maintenance to ensure that the image is consistent.

Through the establishment of a brand image store, the image effect of the brand is highlighted, and the brand cultivation ability of the image store is directly improved. Then, with points and areas, it drives the brand management ability of neighboring terminals, and then drives the improvement of the brand management ability of the entire terminal.

Second, respond to the terminal and shape the brand image.

Philip.