FMCG is the abbreviation of fast-moving consumer goods.
The so-called fast-moving consumer goods are necessities that consumers can easily accept, can consume in a short time, and may buy repeatedly after purchase.
Fast-moving consumer goods industry is a very active industry category in today's society. The earliest concept of FMCG did not start from food, but from washing products, cosmetics and personal care products. However, due to the layout of stores, more and more of these goods are sold together. Under such conditions, the concept of fast-moving consumer goods gradually extends to food, condiments, beverages, wine, paper products, health care products and even OTC drugs.
2. What are the characteristics of FMCG?
Compared with other types of consumer goods, FMCG has obvious differences in purchase decision and purchase process.
1, FMCG can be consumed in a short time and may be purchased repeatedly.
2. FMCG belongs to impulse purchase type, and the impromptu purchase decision is dominant, and it is insensitive to the suggestions of many people around it. Purchase often depends on personal preference, and similar products are rarely compared repeatedly.
3. Product appearance packaging, advertising, price level, point-of-sale layout, product display and other factors play an important role in sales.
4. The brand value of products is a very important factor in sales. Consumers are highly sensitive to the brands of fast-moving consumer goods. The brand awareness and reputation of products directly affect consumers' awareness and loyalty to the brand, thus affecting consumers' buying behavior and product market share.
5. Product quality is easy to be directly felt and judged by sellers, which has a decisive influence on consumers' second purchase behavior and loyalty.
6. Compared with durable consumer goods such as clothing, toys, furniture, kitchen utensils, gas appliance, household appliances, automobiles, communication products, IT products and real estate, fast-moving consumer goods have the characteristics of lower absolute prices.
3. What are the characteristics of FMCG industry?
Domestic fast-moving consumer goods are products with high consumption frequency, short use time, wide consumer groups, high requirements for consumption convenience, diverse and complex sales channels, and coexistence of traditional formats and emerging formats. And the industry concentration is gradually rising, and the competition is more difficult.
Why choose FMCG industry? Why Unilever? 10 point
How is the FMCG industry developing?
Fast-moving consumer goods industry has the characteristics of high consumption frequency, short use time, wide consumer groups, high demand for convenience, diverse and complex sales channels, and coexistence of traditional formats and emerging formats. And the industry concentration is gradually rising, and the competition is more difficult. FMCG is an impulse purchase, which makes an impromptu purchase decision and is insensitive to the suggestions of many people around. They depend on personal preference, and similar products do not need to be compared. Product appearance/packaging, advertising and promotion, price and point of sale play an important role in sales. The main factors affecting the success of the competition are: 1. Close to consumers through a high coverage and multi-channel distribution network to achieve high distribution rate; 2. Reasonable distribution mode and effective channel control and management; 3. Strong marketing function-oriented marketing organization to realize effective coordination between marketing and sales; 4. The promotion of brand awareness and marketing efficiency and the correct market expansion strategy. Development of Domestic FMCG Market With the integration of the world economy and the further development of China's economy, more and more foreign FMCG enterprises have entered China, while domestic manufacturers have gradually emerged, and the market competition has become increasingly fierce. This kind of competition is not only reflected in the intensive publicity activities for end consumers, but also in the competition for access. The investment of foreign brands in China has gradually increased, and the living space of domestic brands has been squeezed. The share of modern channels is increasing day by day, while the traditional channels are shrinking. Manufacturers compete for cities more fiercely, and at the same time they are constantly extending to towns and villages. Retailers have increased their brands, although their share is still small. Consumers have more choices and less loyalty to brands/retail stores. Consumers are increasingly influenced by the activities of retail terminal market. Manufacturers and retailers have begun to pay attention to investment in consumer research.
Why is the competition in FMCG industry so fierce?
Nowadays, the market competition of fast-moving consumer goods is becoming more and more fierce. On the one hand, FMCG manufacturers gather because of low barriers to entry; On the other hand, with the massive involvement of marketing planning agencies, the competitive means of FMCG food marketing are becoming more and more abundant. Based on the above two reasons, the competition of FMCG has almost reached a white-hot level. Fast-moving consumer goods industry is the industry with the richest relative profit space, the largest sales scale and the fastest development in the fierce competition market. Due to the huge market of fast-moving consumer goods and a wide range of consumer groups, the entry threshold of fast-moving consumer goods industry is generally low, and there are many competitors in the industry, and the competition among them is fierce. This industry has the closest relationship with the vast number of consumers, and the breadth of customer base is unmatched by other industries; However, the diversity of customers' needs has caused the characteristics of product diversity, short cycle and customization, and also caused fast-moving consumer goods enterprises to launch new products at an alarming rate, which makes people see things in a blur.
What industries does FMCG include?
1. Personal care products industry consists of oral care products, hair care products, personal cleaning products, cosmetics, paper towels, footwear care products and shaving products.
2. Household care products industry, which consists of fabric cleaning products mainly composed of laundry detergent and synthetic cleaner and household cleaning products mainly composed of dishwashing liquid, floor cleaner, toilet cleaner, air freshener, insecticide, mosquito repellent and polishing agent;
3. Brand packaged food and beverage industry, consisting of health drinks, soft drinks, baked goods, chocolate, ice cream, coffee, processed meat, vegetables and fruits, dairy products, bottled water and brand-name rice candy.
Fourth, the tobacco and alcohol industry.
Why is FMCG not suitable for young people?
I really haven't heard this statement. The FMCG industry will only be hard in the early stage. On the premise that there is no problem with the company's products and services, maintaining customer relationship is the key. If you have a strong personal ability, it is not impossible to move to the upper level. There are people in all walks of life who do well and do badly, don't you think? Good luck with your work! Hope to adopt!
How to enter the fast-moving marketing industry with zero foundation
For the fresh graduates, the management trainee position (MT) of FMCG is perfect.
Advantages/reasons:
The starting point is relatively high (first-line companies basically start at 10K) and pay attention to the comprehensive quality of job seekers (communication ability/leadership ability/analytical logical thinking/innovation ability, etc.). ) There is no professional counterpart;
Most companies (P&G; G. Unilever, Mars, ABI Anheuser-Busch InBev, etc. ) The management trainee system is relatively mature, and the relatively mature training rotation system+career path setting+tutor/coach/buddy career assistance.
Disadvantages:
The competition is fierce, and it is not an exaggeration to pick one in a thousand miles;
The job search process is long, and most companies have more than four rounds of processes, such as online application-telephone interview-culture/personality test /SHL ability test. -Personal business case analysis IBC/ behavioral interview SI- assessment center Acces * * * center-executive interview, which usually lasts about two months.
How to prepare:
Reading. All kinds of related books, reading makes people rich and knowledgeable, and forming the habit of reading will make people strong. The following is just a simple list. Whether you are proud of the spring breeze or depressed, start reading. Reading can cure diseases.
Workplace novels. For example, Miyarun (alluding to Procter & Gamble marketing) and Race to the Top (alluding to Unilever CD), on the one hand, can understand some workplace rules, on the other hand, can take the opportunity to understand the cultural background and industry knowledge of these enterprises. Compared with boring business books, it is interesting and beneficial. |||| Supplement diamond cut diamond (alluding to the retailer's purchasing), Bund 18 (alluding to the public relations industry), diary of female white-collar workers in foreign companies (learning to be a person in the workplace), thorn dance, great little assistant, and subtle change. ...
Company introduction course. These are some monographs about the company, understanding the company's history, culture, style and strategy. There are many in general school libraries. I have read a book "Rebuilding Unilever", which is about a very complicated history of this old Anglo-Dutch fast-moving giant. I carefully read the part I am interested in, and I have to say that this is a very important conversation in the interview, which leads the interviewer into his own conversation, and at the same time shows his strong interest and hints at his efforts.
Cases and tool categories. Harvard Business School is famous for its case teaching. Nowadays, interviews, especially group interviews, mostly take the form of group interviews. In order to prepare for the group meeting, it is suggested to select some business case books, practice and accumulate by yourself. It is highly recommended that Case in Point, translated in Chinese as discovering working ability, and others, such as Ace your case, is an entry-level case book for consulting purposes. Thinking is very important.
Sales category. This part must be singled out separately. Including novels, such as making orders, ups and downs, winning and losing, etc. There are also semi-novels and semi-skills, such as selling to get rid of people, and training reference books, such as scrolls and selling bibles. Each part has its unique functionality and directionality, so it can be read selectively. In the workplace, it is always to be a man and do things, and the interview is the same.
Business class. In this part, for FMCG, the main concern is the problems related to marketing. This aspect is a big part, which needs to be accumulated over time, but knowledge will live up to your expectations. Like 22 business rules and strange economics. For details, please see the required business classics recommended by Fortune, or search by keywords on the book website.
Textbooks. Don't think this part is unnecessary. The master is very eager to go back and read these books carefully now. Such as marketing principles, consumer behavior, etc.
Spiritual training and inspirational classes. A world without regrets, can this be the only way in my life? And so on. Whether this kind of book is effective depends entirely on you. Although those foreign inspirational masters are a little wordy, they have to say that if you really try to do it, there will be promotion and promotion. I really want to find out what it is, so I have to find it in the book myself. Try how strong your self-control is. ||| "Step forward" is a popular step forward, women's career advice and leadership awareness.
Literacy classes. 《 ......
How is the FMCG industry divided?
FMCG industry can still be divided into very fine categories, such as drinks, snacks, sauces and so on. As for which category to choose, this is no problem. The first thing you should do is to improve your sales ability and improve your correct way of doing things. I recommend you to have a look = I'll tell you everything =, there are many sales skills worth learning, which is very helpful to improve your ability.
How about FMCG industry? Seek analysis.
This is a very popular industry. Nowadays, people are fast-paced, and what they pay attention to is fast.
Looking for sales in FMCG industry. Why are there so many trading companies?
Because FMCG is a channel occupation system.