Retail is the business of door-to-door sales. Selling goods is to find the shortest and least drained path in the mind of the consumer to connect the demand with the goods.

Editor’s note: This article is from WeChat public account “Qingshan Capital” (ID: cyanhillvc ), author Kong Meng | Qingshan Capital Investment Director. The original title is “The Game of Selling Goods.”

Retail is the business of inbound sales

Incoming goods to see the supply chain, sales to see the flow. In the era of traffic cuts, dividends have decreased and sales have become more difficult. The innovative competition in the supply chain is increasingly the focus of value growth.

However, The ancient craft of retail sales, is there really no chance for innovation??

Disassemble the process of selling goods:

When a consumer buys a product, how do we match the goods to his needs? Starting from his needs, I will probably go through such a process

Requirements->Buy?->Where to buy?->Which one?->Safety?->Fully?->Rethinking again?-&gt ;Buy->Good experience?->Rebu->…

This is a mental path from “demand” to “purchase.”

The demand in the mind is endless, and there are many kinds of goods. Distribution is to find the shortest and least drained path in the mind of the consumer to connect the demand with the goods.

So, how come?

1. Direct link to the brand

Coca-Cola is the brand’s law. “Thirsty – channel – drink – pick the cheapest – buy pure water” is a road, “thirsty – channel – bottle of Coke” is a shortcut to the brand connection.

A good brand is a direct response to demand.

What is the direct connection of the brand? Repeat the good experience again and again, the accumulation of traffic. There is no brand in the world, and the amount (flow) has become a brand. Therefore, there is no amount of brand, a lot of miracles.

However, it should be noted that the demand is uncertain, and random traffic flooding will only make the value messy and the brand become a trademark. Successful brands are consistent value expressions, digging good value channels, and traffic will automatically flow to a fixed mental road.