两年前的日化终端市场真是太好操作了,超市里促销人员少,竞争不激烈,进场、货架等费用不高,最主要的还在于消费者品牌忠诚度比较低,促销人员很容易用语言和赠品诱使他们转移购买目标,把原计划购买的商品换成自己推销的商品(业内人士称之为撬货)。这其中最大的撬货目标首推宝洁。笔者自己在培训业务人员时就曾经谈过:“最好的货架不是堆头和端头,而是紧挨宝洁的位置,一者宝洁没有促销员,再者宝洁货架是卖场最聚 Two years ago, the daily end of the market is really good operation, the supermarket promotions less, competition is not intense, admission, shelves and other costs are not high, the most important is that consumer brand loyalty is relatively low, sales staff is very easy Use words and giveaways to induce them to shift their purchasing goals and replace the ones originally planned for sale with the ones they sell (industry insiders call them skids). Porsche is one of the largest sourcing targets. The author himself has talked about when training business people: ”The best shelves are not piled up and the end, but close to P & G’s position, one Procter & Gamble did not have promoters, and P & G shelves are the most stores