FMCG

define

FMCG definition of food, personal hygiene items, including tobacco and alcoholic beverages and packaging. They are called fast because they are first of all daily necessities, they rely on repeat customers and high frequency of use and consumption to achieve profits and value by the amount of market size, typical of fast moving consumer goods, including cosmetic products, food and beverages, tobacco and alcohol; drugs, non-prescription drugs (OTC) usually can be classified as such. FMCG and corresponds to the concept of a "consumer durables" (Durable Consumer Goods), is generally used for a long period of time investment is large, including (but not limited to) household appliances, furniture, automobiles and the like.

Properties

Short ① Product turnaround; short and wide

② market passage;

③ market vivid, in the establishment of high traffic, high-grade area billboards do product image advertising, live demonstrations, promotions, discount sales and other activities in the stores;

④ generally sales organization branch or agency in the form of system , the Treasury set up branch offices in their areas of jurisdiction;

⑤ service focuses mainly reflected in the rapid feedback on customer complaints and effective treatment.

FMCG compared with other types of consumer goods, purchase decision and purchase process there is a clear difference. FMCG are impulse purchase products, impromptu purchasing decisions, it is recommended to many people around insensitive, depending on personal preference, similar products do not need to compare the appearance of the product / packaging, advertising promotions, price, point of sale and other sales from an important role. So, fast moving consumer goods there are three basic characteristics, namely:

① Convenience: Consumers can buy nearby habitual;

② visual products: Consumers easily at the time of purchase affected by the atmosphere of the store;

③ brand loyalty is not high: consumers can easily switch between the different brands of similar products;

these characteristics determine consumer FMCG buying habits are: simple, rapid, impulsive, emotional.

fast moving consumer goods industry is now in the business, including among very active one, first of all we want about this issue on the concept, not the first FMCG food from the beginning, from the beginning of toiletries. However, due to the layout of the store among the commodity began to sell more and close together, under such conditions, the concept of fast moving consumer goods extends to food, so far, the Chinese people is food and toiletries as fast moving consumer goods of. From our point of view the current statistics, the proportion of Shanghai at about food and toiletries sales in total sales among the chain business is 67% -70%, they are in hypermarkets, supermarkets, convenience stores and some major chain business development consumption out, these chain business what will change in the future, we are very likely to be causing concern.

channels wherein

1, fast moving consumer goods distribution model use more intermediaries.

2, FMCG channel terminal vivid display is very important.

3, fast moving consumer goods in general are a variety of channels coexist.

Category

First, the personal care products industry, the oral care, hair care, personal cleansing products, cosmetics, paper towels, shoe care products and shaving supplies and other industries make up;

Second, home care products industry, in the laundry soap and synthetic detergent-based fabric cleaning products as well as dish ware cleaners, floor cleaners, toilet cleaners, air fresheners, insecticide agent, insect repellent and polishing agent-based household cleaning agent industry composition;

Third, the brand packaged food and beverage industry, the healthy drinks, soft drinks, baked goods, chocolate, ice cream, coffee, meat processed fruits, dairy products, bottled water, sugar, rice and flour and other industries make up the brand;

Fourth, the alcohol and tobacco industries.

Industry Status

fast moving consumer goods industry showed the following Status:

1, FMCG emphasis on marketing success.

2, FMCG brand identity must be based on three qualities: persistence, synergies and feasibility. Therefore, we must establish the brand at the beginning of corporate identity, product packaging, transfer and terminal materials and other basic elements of the overall planning system. We must seize the high ground on the brand name, according to Ueda T theory theory of competitive strategy, with an influential things to achieve brand objectives, the use of event marketing as a brand marketing and public transmission.

3, brand image and product taste is the key.

4, try to serve all people, all people want to make money. But it is certainly not possible, in market segmentation has done such an extent today, there can be a product suitable for all people. So, for brand positioning, the more pure the more shocking the more simple and more penetrating.

5, alone with the major competitors of comparable technology, financial strength, the traditional way to enter the market, only by virtue of price shocks as the primary means and share a piece of cake, it is difficult to form the core strengths .