The life cycle of product display rack can be generally divided into four stages: input stage, growth stage, saturation stage and decline stage

1. 产品展示架投入期

1. Product display shelf input period

产品展示架投入市场，便进入投入期。此时，顾客对产品展示架还不了解，只有少数追求新奇的顾客可能购买，销售量很低。为了扩展销路，需要大量的促销费用，对产品展示架进行宣传。在这一阶段，由于技术方面的原因，产品展示架不能大批量生产，因而成本高，销售额增长缓慢，企业不但得不到利润，反而可能亏损。产品展示架也有待进一步完善。

When the product display shelf is put into the market, it will enter the investment period. At this time, customers do not understand the product display, only a few customers who pursue novelty may buy, and the sales volume is very low. In order to expand sales, a lot of promotion costs are needed to publicize the product display. At this stage, due to technical reasons, the product display rack can not be mass produced, so the cost is high, the sales growth is slow, the enterprise not only can not get profits, but may lose money. The product display rack also needs to be further improved.

2. 产品展示架成长期

2. The growth period of product display rack

这时顾客对产品展示架已经熟悉，大量的新顾客开始购买，市场逐步扩大。产品展示架大批量生产，生产成本相对降低，企业的销售额迅速上升，利润也迅速增长。竞争者看到有利可图，将纷纷进入市场参与竞争，使同类产品展示架供给量增加，随之下降，企业利润增长速度逐步减慢， 达到生命周期利润的高点。

At this time, customers are already familiar with the product display, a large number of new customers began to buy, and the market gradually expanded. With the mass production of product display shelves, the production cost is relatively reduced, and the sales volume and profit of the enterprise increase rapidly. When competitors see that it is profitable, they will enter the market one after another to participate in the competition. As a result, the supply of display shelves of similar products will increase, the price will drop, and the growth rate of enterprise profits will gradually slow down, reaching the peak of life cycle profits.

3、产品展示架饱和期

3. Product display shelf saturation period

市场需求趋向饱和，潜在的顾客已经很少，销售额增长缓慢直转而下降，标志着产品展示架进入了成熟期。在这一阶段，竞争逐渐加剧，产品展示架售价降低，促销费用增加，企业利润下降。

The market demand tends to be saturated, the potential customers are few, the sales growth is slow until it turns to decline, which indicates that the product display frame has entered a mature period. At this stage, the competition is gradually intensified, the price of product display shelves is reduced, the promotion cost is increased, and the profit of enterprises is decreased.

4、产品展示架衰退期

4. Decline period of product display rack

随着科学技术的发展，新型的产品展示架或新的替代品的出现，将使顾客的消费习惯发生改变，转向其他新型的产品展示架，从而使原来产品展示架的销售额和利润额迅速下降。于是，老的产品展示架就进入了衰退期。

With the development of science and technology, the emergence of new product display shelves or new substitutes will change customers' consumption habits and turn to other new product display shelves, which will make the sales and profits of the original product display shelves drop rapidly. As a result, the old product display shelf entered the recession.