The current situation of FMCG marketing in China

According to the strength of the manufacturer and the brand, you can take direct sales and distribution, but the product marketing channel segmentation is very critical, some products are promoted, some products are marketed, some products are consumers, of course, the current manufacturers are increasing the development and maintenance of the terminal, the terminal wins!

Nowadays, almost all of them rely on advertising, and there is almost no marketing technology.

With the improvement of China's living standards and the continuous growth of material demand, the fast-moving consumer goods industry has maintained a rapid development rate, especially since the reform and opening up, the development of China's fast-moving consumer goods industry has entered the fast lane, the development rate is much higher than the average annual growth rate of the national industry in the same period, with the global manufacturing industry to China, China has also become the world's fast-moving consumer goods manufacturing center. The huge Chinese consumer goods market has not only cultivated many local FMCG brands, but also the world's FMCG giants have entered the Chinese market, and the competition for FMCG products is extremely fierce. China is a vast country, with large regional differences, and an extremely complex marketing environment.

In order to occupy a place, fast-moving consumer goods companies have established a huge marketing system to meet the needs of the market. With the gradual standardization of the socialist market economy and the promotion of people's consumption concepts, some excellent FMCG brands have been able to stand out, and the market share has gradually concentrated on a few brands. mechanism and other aspects of management to enhance the core competitiveness of the enterprise marketing system.

1. The fast-moving consumer goods industry refers to the production and production of products with a short service life and fast consumption speed, and typical fast-moving consumer goods include daily chemical products, food and beverages, tobacco and alcohol, etc.

2. FMCG has the following characteristics:

1) The product turnover cycle is short.

2) The channel to enter the market is short and wide.

3) The market is vivid, and outdoor billboards are set up in large and high-grade areas to advertise product images, and on-site demonstrations, sales at discounts and other activities are carried out in stores.

4) Generally for the branch or business system of the sales organization form, in the branch area under the jurisdiction of the warehouse.

5) The focus of after-sales service is mainly reflected in the rapid feedback and effective handling of customer complaints.

The FMCG industry refers to the commodity sales industry with high consumption frequency, short time limit, wide consumer groups, and high requirements for the convenience of consumption. The FMCG industry has many types of sales channels, including traditional and emerging formats. The concentration of the FMCG industry is gradually rising, and the degree of competition is increasing.

Industry characteristics: high consumption frequency, short time limit, a wide range of consumer groups, high requirements for the convenience of consumption, many and complex sales channels, traditional formats and emerging formats and other channels coexist. And the concentration of the industry is gradually rising, and the difficulty of competition is increasing.

FMCG is an impulse purchase product, impromptu purchasing decisions, insensitive to the advice of many people around you, depending on personal preference, similar products do not need to be compared, the appearance of the product packaging, advertising, **, point of sale, etc. play an important role in sales.

At present, the data as of the end of 2012 can be found, and the approximate number of express delivery workers is 900,000. The daily shipping volume is more than 20 million pieces, and the total business volume of the postal industry in 2012 was 203 billion yuan, an increase of 26% year-on-year; The business revenue reached 198 billion yuan, a year-on-year increase of 27%. Among them, the revenue of express delivery business above designated size exceeded 100 billion yuan for the first time, a year-on-year increase, and entered the era of 100 billion yuan.

The business volume of express service enterprises above designated size in China has reached 100 million pieces, a year-on-year increase. In January 2013, the business volume of China's express service enterprises above designated size completed 100 million pieces, a year-on-year increase; Business revenue reached 100 million yuan, a year-on-year increase.

FMCG includes shampoo, laundry detergent, cosmetics, paper towels, bucket board cleaner, toilet cleaner, air freshener, insecticide, beverages, cakes, chocolate, ice cream, coffee, meat, vegetables, fruits, dairy products, bottled rice and flour candy, tobacco, alcohol, etc.

A new name for fast-moving consumer goods is PMCG (Packaged Mass Consumption).

goods), with a greater focus on packaging, branding, and the impact of democratization on the category. The most understandable definition includes packaged food, personal hygiene products, tobacco, and alcohol and beverages. The reason why they are called fast is because they are first and foremost everyday goods, and they rely on the high-frequency and repeated use and consumption of consumers, and the realization of profits and value through the scale of market volume.

FMCG, as the name suggests, refers to goods that are consumed relatively quickly, have relatively low daily consumption, and have a large sales volume. These goods are often necessary for people's daily lives, such as food, beverages, toiletries, household items, etc. They usually have convenience and practicality as their main selling points, meeting people's daily needs and bringing convenience and comfort.

FMCG circulates very quickly in the market. Because these goods are usually items that are necessary for people's daily lives, they are sold in large quantities and frequently. In particular, some commonly used brands are sold in major supermarkets, shopping malls and e-commerce platforms, and can be bought at any time.

Whether it is a temporary need or a long-term reserve, consumers can easily buy the goods they need.

FMCG is relatively low. These commodities are generally produced and sold on a large scale, with economic benefits, so they are relatively close to the people. People of all levels can afford it and it doesn't put a strain on the family's finances.

This is also one of the important reasons why FMCG can be quickly recognized and accepted by consumers.

There are many categories of fast-moving consumer goods to meet people's diverse needs. From food and beverages to toiletries and household items, from basic lifestyle items to fashion gadgets, there is a wide variety of FMCG products on the market. Whether it is snacks with various flavors and packaging, or skin care products and shampoos with various functions and functions, they can meet the individual needs of different consumers.

FMCG is also developed and updated at a relatively fast pace. With the development and progress of technology and society, people have higher and higher requirements for product quality, function and experience. In order to meet the needs of consumers, various brands are constantly upgrading and innovating their products.

New products are launched every quarter, keeping the market fresh and competitive.

It should be noted that when buying FMCG, you should choose rationally and choose the right product according to your own needs. Although these commodities are relatively low, they also need to pay attention to their quality and safety. When choosing personal care products, you can refer to professional skincare magazines or consult professionals to choose products that have a good reputation in the market and are loved by consumers.

As a commodity that meets people's daily needs, fast-moving consumer goods are deeply loved by consumers for their convenience, practicality and people-friendly characteristics. They circulate quickly, are relatively inexpensive, and can meet the diverse needs of people. With the development and progress of technology and society, FMCG is also constantly innovating and updating, bringing more choices and convenience to consumers.

Therefore, when buying FMCG, it is necessary to choose the right products for yourself, which can not only meet the needs but also ensure quality and safety.