Fast moving consumer goods industry sales

FMCG is the abbreviation of fast-moving consumer goods, which stands for fast-moving consumer goods. Fast-moving consumer goods refer to products that consumers consume quickly and buy repeatedly.

Corresponding to this is "durable consumer goods", which usually have a long service life and a large one-time investment, including (but not limited to) household appliances, furniture, cars and so on.

FMCG is an international name, and a small part of it is called PMCG (packaged mass consumer goods). As the name implies, products are packaged into independent small units for sale, and more attention is paid to the influence of packaging, brand and promotion on this category. The most understandable definitions include packaged food, personal hygiene products, tobacco, alcohol and beverages. The reason why they are called fast is that they are first of all daily necessities, relying on consumers' repeated use and consumption, and realizing profits and value through large-scale market volume. Typical fast-moving consumer goods include daily necessities, food and beverage, tobacco and so on. OTC drugs can usually fall into this category. In addition, with the subdivision of the industry, small household appliances and consumer electronics in durable consumer goods are automatically classified as fast-moving consumer goods. Some people say that mobile phones have actually become fast-moving consumer goods. These two types of enterprises have recruited a large number of people from the traditional FMCG industry to promote, and the market operation mode is basically the same as FMCG.

Second, the characteristics of fast-moving consumer goods

FMCG = basic industry principles+more attention to details+innovative product ideas+necessary advertising investment+long-term brand maintenance.

FMCG has three basic characteristics, namely:

Convenience: consumers can habitually buy nearby.

② Visual products: Consumers are easily influenced by the atmosphere of the store when purchasing.

③ Low brand loyalty: It is easy for consumers to switch different brands among similar products.

These characteristics determine that consumers' buying habits of FMCG are simple, fast, impulsive and emotional.

Brand awareness is a very important factor in sales. For durable consumer goods, consumers are not sensitive to fast-moving consumer goods, and the products are highly replaceable. Product quality is easy to be directly felt and judged by sellers, which has a decisive influence on consumers' second purchase behavior and loyalty.

For example, in the purchase of shampoo, consumers often buy and use different products and brands at the same time, and they are more and more fond of the new and tired of the old, and they are more and more unpredictable in the nuances.

Different from IT or electronic products, FMCG can constantly upgrade new technologies, add new functions and provide real changes. In terms of products, they often lack essential product changes. Therefore, the endurance of a brand is actually a constant innovation. In a word, fast-moving is the beginning of modern marketing theory and a classic chapter of marketing management and communication. Use a formula to summarize this industry, namely:

FMCG = basic industry principles+more attention to details+innovative product ideas+necessary advertising investment+long-term brand maintenance.

Third, the standard classification of fast-moving consumer goods industry

According to the industry classification of international standards, FMCG industry is divided into FMCG manufacturing industry and channel industry, among which FMCG manufacturing industry is divided into four sub-industries, so FMCG industry consists of five sub-industries:

① Personal care products industry. It consists of cosmetics, oral care products, hair care products, personal cleaning products, paper towels, shoe care products, shaving products, etc.

② Home care products industry. It consists of fabric cleaning products mainly made of laundry soap and synthetic cleaning agent, and household cleaning agents mainly made of tableware cleaning agent, floor cleaning agent, toilet cleaning agent, air freshener, insecticide, mosquito repellent and polishing agent.

③ Brand packaging food and beverage industry. It consists of food, beverage, healthy beverage, soft drink, baked goods, chocolate, ice cream, coffee, processed meat, vegetables and fruits, dairy products, bottled water, brand rice flour candy, etc.

④ Tobacco and alcohol industry. Including cigarettes, Chinese wine, liquor, wine, foreign wine and so on.

(5) access to the industry. It consists of modern retail industry, traditional retail industry, wholesalers, dealers, agents and fast food chain stores.

The fourth is a typical fast-moving consumer goods enterprise.

① Personal care products:

Procter & Gamble, Johnson & Johnson, Unilever, L 'Oreal, Henkel, Avon, Amway, C-Bag Group, Longrich, etc.

② Home care products.

Ness, Libai, Blue Moon, etc.

③ Brand packaged food and beverage.

Nestle, Coca Cola, Pepsi Cola, Kraft, Danone, Mars, Wahaha, Guangming, Mengniu, Yili, Huiyuan Juice, Master Kong, Uni-President, Yashili, Guanshengyuan, etc.

④ Tobacco and alcohol industry

Wuliangye, Tsingtao Brewery, Heineken, Carlsberg, etc.

(5) access to the industry.

Retail: Wal-Mart, C4, Trust-Mart and CR Vanguard.

Wholesale: Distributors and agents of various fast-moving consumer goods.

Circulation: McDonald's, KFC, Kungfu, etc.