Core Insights - The beverage industry is experiencing a surge in demand during the summer, with offline consumption accounting for 67.3% of total beverage sales, leading to intense competition among brands for shelf space and visibility [2][3] Group 1: Market Dynamics - The competition for beverage brands has intensified, with a focus on securing prime shelf space in retail environments, referred to as the "icebox war" [2][3] - Major brands are investing heavily in branded refrigeration units, which serve as both storage and advertising platforms, with significant increases in the number of units deployed from 2019 to 2024 [3] - As of 2022, Nongfu Spring had over 650,000 refrigeration units, while Coca-Cola plans to exceed 1 million units in mainland China by 2024 [3] Group 2: Sales Strategies - Sales representatives play a crucial role in promoting branded refrigeration units, with incentives decreasing from 200 yuan to 160 yuan per unit sold due to market saturation [4] - Brands are employing various promotional strategies to encourage retailers to stock their products, including offering display materials, electricity subsidies, and bulk purchase discounts [4] - The placement of products in retail environments significantly impacts sales, with prime shelf locations yielding a 50% sales rate compared to only 15% for less accessible positions [5] Group 3: Display Techniques - Effective product placement strategies include categorizing beverages by type and brand, ensuring that popular items are prominently displayed to maximize visibility and sales [5][6] - The principle of "first in, first out" is followed in product display to ensure older stock is sold first, and products are organized by packaging size to avoid consumer confusion [6]