"terminal wins" and "terminal is king" seem to be the "nine yang true classics" of marketing. For a time, it was said that the terminal was proud of the terminal. The importance of the terminal is mainly because it is the link to realize the "last thrilling leap" of goods and embodies the ultimate image of the enterprise brand. But overemphasizing its importance will make the focus of marketing go astray and make enterprises ignore more important work. On the contrary, the author believes that whether the product can be recognized by consumers has actually been decided before the terminal. Not that the terminal is not important. In fact, every link of the enterprise process is very important, but it is not important. Terminal is only 1P (channel) or 2P (including promotion) in 4P marketing mix, which is a chain in marketing tactics and far from being "king". Even Bao Si, who pioneered the "terminal interception" technology, failed to intercept P&G in the end. In addition, terminals are relatively more important for daily necessities, especially fast-moving consumer goods. In fact, terminals in many industries are not important, and some terminals are partially or completely outsourced; And some enterprises don't need a terminal at all. Under the popular trend of "decisive terminal" and "terminal is king", many enterprises have stepped into the terminal misunderstanding. Blindly following the so-called "70% investment in terminals and 30% investment in advertisements" leads to ignoring the research, formulation, implementation and revision of corporate strategy and forgetting the importance of brand and corporate culture construction. Put all the money on the terminal. As a result, due to the lack of background and brand support, the goods were put on the shelves, but the purchase by name was not enough, which actually only caused inventory replacement. Another misunderstanding of the terminal is whose store it is bigger than. It is reported that the single store area of a flagship store of an enterprise in an industry is constantly refreshing. The author was invited to visit and guide a Big Mac flagship store with an area of 3,000 square meters. After the boss's bluff, the author draws a preliminary conclusion that the unit sales effect is only about110 of a one-square-meter storefront, and the profit situation can be imagined. Therefore, in the budget, enterprises must balance the proportion of funds in the value chain, the terminal investment should be scientific and moderate, and the input-output ratio should be fully considered. The terminal should be "slimming"!