What Is a Merchant Terminal?

The sales terminal refers to the end of the product sales channel, the final port where the product reaches the consumer to complete the transaction, and is the place where the goods and consumers are displayed and traded face to face. Through this port and place, manufacturers and merchants sell products to consumers, complete the final transaction, and enter substantial consumption; through this port, consumers buy products they need and like.

Point of sale

The sales terminal refers to the end of the product sales channel, the final port where the product reaches the consumer to complete the transaction, and is the place where the goods and consumers are displayed and traded face to face. Through this port and place, manufacturers and merchants sell products to consumers, complete the final transaction, and enter substantial consumption; through this port, consumers buy products they need and like.

Chinese name

Point of sale

Foreign name

end-consumer market

The terminal is the most decisive link in the competition.

Currently, there are four main forms of sales terminals:

Multi-link terminal

Or Ordinary Terminal means all kinds of retail stores;

Consumer terminal

Or "immediate consumer terminal", such as restaurants, bars (including sales of beverages in restaurants, etc.);

Zero distance terminal

Or "customer terminal", such as direct sales and sales of some bulk equipment or raw materials;

Starting point terminal

-Or "

Differentiate terminals, innovation channels

(1) How to segment the terminal

We do not have the ability and need to do all the terminals ourselves, so how to do a good job of the terminal, we must first understand the actual situation of the terminal and classify the terminal. We can divide the terminal into: profit terminal, non-profit terminal, advertising terminal, competitive terminal, etc. It can also divide the terminal into: light terminal and dark terminal. Ming terminals are what we can see in daily life, such as supermarkets, shops, streets, and stalls. Some of them can be controlled by salespersons and singles, such as supermarkets, crowded shopping malls, Stall shop. Dark terminals are places and special places that we usually do nt touch, such as restaurants, entertainment and rural shops, and remote areas. How to do a good job in the market is actually how to do a good job in the terminal. In what ways do we operate and control the terminal, in addition to some terminals we can control or must control, other terminals should be controlled and serviced through channels.

(2) Channels supporting the terminal

In fact, the terminal cannot cross and avoid, but how to recognize, operate and control the terminal is our long-term

The distributors at the top of the channel are very concerned about the strength of the manufacturers 'advertising investment, and more concerned about the manufacturers' investment in the terminal-for example

Sales terminal transforms traditional channels

How to channel innovation? Enterprises should work on two aspects: the first aspect is to transform traditional channels and promote the progress of dealers. The main methods are:

1) Manufacturer cooperation has changed from a loose type to a close type of strategic partner.

2) Monopoly dealers in the regional industry have taken shape.

3) Form a tight channel alliance organization or dealer association led by channel leaders.

4) From simple contract type to management type, cooperation type, and company type.

5) Turn the original long and chaotic channel network into a flat, vertical channel network.

6) The specific organization form is: marketing logistics distribution center and distribution branches at all levels, which are composed of multiple parties and participate in operation and management.

7) Closer vertical network relationships such as chain or franchise, franchise chain.

8) The new-type logistics distribution center has various functions such as product market, replenishment, display, store promotion, after-sales service, brand promotion and maintenance of products in the area.

Sales terminal adjusts channel strategy

The second aspect is to adjust channel strategies, promote channel diversification, and establish diversified distribution channels. The main method is: through in-depth market research, to find and establish new channels that can better control the service retail terminal, which can be divided into: channel segmentation, channel specialty, channel innovation, etc.

Example 1. Certain villages in the south of the Yangtze River are only accessible by water, and the means of transport can only be boats. There are no other means of transportation and transportation. Obviously, the best two batches of merchants here are the boss of the ship. As long as the boss of the ship is found and a commercial trade agreement is reached with him, the production is controlled.

Distribution of domestic drug sales terminals in 2008

Product sales terminal. Because through the boss of the ship, the products can be delivered to various villages, and the lowest cost, the fastest, and the best service, the best results can be achieved no matter from the relationship between people or transportation. Example 2: Wahaha Chengdu market has been in a passive situation due to insufficient sales staff strength (16 people) and inadequate construction of the second batch of networks in terms of terminal operations. Chengdu Post has not only a good brand advantage, but also a personnel advantage, more than 400 Employees, who haunt the streets all day long, have strong customer relationships and network advantages, but more than 400 delivery staff have excessive manpower and high costs. The author participated in the negotiation of cooperation, and the Chengdu Post Office formed a strong cooperation with Wahaha, which achieved the strength of sweeping thousands of troops overnight, and no opponent could compete with it, and it could truly achieve a win-win situation. Channel innovation, in-depth distribution, increase sales, and enhance the brand. The Chengdu Post Office can use Wahaha's famous brand and strong product structure to expand business, increase profits, and reduce single-person costs. Through the postal logistics distribution and 185 information platform, terminal retail stores and consumers can make shopping more convenient, allowing the Wahaha national brand to pass through China s unique green channel, Chengdu Post, to deliver products and warmth to millions of households. .

Facing the complex problem of terminal traps, as long as the company refers to the laws of the business theory and combines the actual situation of the enterprise itself, and carries out channel innovation in accordance with local conditions, it will be able to successfully break through the terminal trap!