Year10
Passedcertification 
The definition of fast-moving consumer goods includes packaged food, personal hygiene products, tobacco and alcohol and beverages. They are called fast because they are mainly daily necessities. They rely on consumers' high-frequency and repeated use and consumption to achieve profits and value through planned market volume. Typical fast-moving consumer goods include daily necessities. Over-the-counter drugs () such as chemical products, food and beverages, tobacco and alcohol, etc. can generally be classified into this category. Corresponding to the concept of fast-moving consumer goods are durable consumer goods (durable consumer goods), which generally have a long use cycle and require large one-time investments, including (but not limited to) household appliances, furniture, cars, etc.
< - b.rr/_.) - Characteristics
① Short commodity turnover cycle
② Short and wide access to the shopping mall
③ The shopping mall is becoming more lively, in Set up outdoor billboards in areas with large traffic and high levels of traffic to advertise product images, and conduct on-site demonstrations, promotions, discount sales and other activities in stores
④ Generally, it is a sales organization model of a branch or agent system. Warehouses are set up in the area under its jurisdiction
⑤ The key to after-sales service is mainly reflected in the sensitive response and effective handling of customer complaints.
Compared with other types of consumer goods, the purchase decision and purchase process are significantly different between fast-moving consumer goods. Fast-moving consumer goods are impulsive purchase products. Impromptu purchase decisions are not sensitive to the suggestions of many people around them. They depend on personal preferences. There is no need to compare similar products. The appearance/packaging, advertising promotions, quotations, and points of sale of the products are not required. etc. play an important role in sales. Therefore, fast-moving consumer goods have three basic characteristics, namely:
① Convenience: consumers can habitually purchase nearby
② Visual products: consumers are easily influenced by the atmosphere of the store when purchasing. Impact
③ Brand loyalty is not high: consumers are easy to switch to different brands among similar products
These characteristics determine consumers’ purchasing habits for fast-moving consumer goods: simple, flexible, and impulsive ,reason.
Fast moving consumer goods are now a very active part of the commercial and inclusive industries. First of all, we need to understand this problem conceptually. The earliest fast moving consumer goods did not start with food, but started with toiletries. However, in the store plan, these products began to be sold more and more together. Under such conditions, the concept of fast-moving consumer goods extended to food. Up to now, the Chinese regard food and toiletries as Consumption of goods quickly. Judging from our current statistics, the approximate proportion of the sales of food and toiletries to the total sales of chain stores in Shanghai is -, and they are spent in hypermarkets, supermarkets, convenience stores and some major chain stores. What changes will happen to these chain businesses in the future may be an issue that we must pay special attention to.
< - b.rr/_.) - Channel characteristics
Fast-moving consumer goods mostly use the distribution model of middlemen.
, FMCG channel terminal animation deployment is very important.
For fast-moving consumer goods, multiple channels often coexist.
< - b.rr/_.) - Classification
1. Self-care products, including oral care products, hair care products, personal cleaning products, cosmetics, paper towels, shoes Skin care products and shaving supplies, etc.
2. Household skin care products, including fabric cleaning products mainly laundry soaps and detergents, as well as dish cleaners, floor cleaners, toilet cleaners, The work consists of air fresheners, insecticides, mosquito repellents and household cleaners based on polishes
3. Branded packaging food and beverage work, including health drinks, soft drinks, baked goods, chocolate, ice cream, The work consists of coffee, meat, vegetable and fruit processed products, dairy products, bottled water and branded rice, flour and sugar
4. Tobacco and alcohol work.
< - b.rr/_.) - Work status
The FMCG work mainly presents the following status:
The FMCG work focuses on promotion and success.
Brand recognition must be based on three qualities: durability, synergy and feasibility. Therefore, it is necessary to make a systematic overall plan for company identification, product packaging, terminal material tone and basic elements at the beginning of brand establishment. It is necessary to seize the commanding heights when it comes to brand naming. Based on the Ueda theory of competitive theoretical strategy, rely on an influential thing to complete the brand policy, and use professional promotion and public promotion as brand communication channels.
, brand image and product taste are the key.
, trying to serve everyone, and trying to make everyone's money. But this is definitely impossible. Today, when market segmentation has reached such a level, it is impossible for one product to be suitable for all people. Therefore, for brand positioning, the simpler, the more shocking and the simpler, the more penetrating.
If you enter the market through traditional methods with the same technical and financial strength as your main competitors, you can only rely on quotation impact as the primary method to get a piece of the cake, so it is difficult to form a base advantage
_ - For Us
[Website Introduction]
Fast
< Consumer Goods
Network, powered by ZhenFund
and Source Code Capital
Round of investment
, a
As the largest FMCG portal in China, FMCG website can publish free FMCG information, investment promotion, supply, purchase, company, exhibition, recruitment and other information. It mainly provides rich content information such as FMCG news, FMCG development prospects,
[Advantages of website]
Kuaishou Consumer Goods Network is promoted and operated by Hangzhou Manteng Network Technology Co., Ltd. (referred to as Manteng Network) . As the number one project planned for the year, we have the following advantages:
① Recognition of strength. Mando Network received multi-million yuan round of financing from domestic ZhenFund and Source Code Capital in March 2019 (see investment in China, 3Kr and other media reports)
②Excellent team. Product managers from outstanding domestic Internet companies such as Alibaba, Skye Networks, Kupan, b, etc., with Internet thinking that keeps pace with the times, create the strongest operation team! Branches have been established in Hangzhou, Nanjing, Ningbo, Suzhou and other places The company is expected to expand in every province and city across the country
③Capital support. The number of registered members of this website for fast consumer goods is 30,000. There is its own post bar "Quick Consumer Goods Bar" with more than 10,000 active users. The customers we cooperate with include well-known enterprises such as Mengniu, Xizhilang, Yili, Sinogang, Haitian, Arowana, Shengmu Hi-Tech, and Moslian. With the support of these old users, this website has many loyal fans.
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