The development of the domestic fast -moving consumer industry: First, the market background of the fast -moving industry’s fast -moving industry
With the integration of the world economy and the further development of the Chinese economy, more foreign fast consumer goods companies have entered China. At the same time, domestic manufacturers are gradually emerging, and market competition is becoming increasingly fierce. This competition is not only reflected in the intensive propaganda offensive of the final consumers, but also in the competition for the path. The domestic investment in foreign brands has gradually increased, and the living space of domestic brands is squeezed. The share of modern channels has increased, and traditional channels have a trend of shrinking.
The extension to rural areas:
The manufacturer’s competition for the city is more intense, and at the same time extend in cities and towns. Retailers have increased their own brands, although the current share is still small. Consumers have more choices, and their loyalty to brand/retail stores has declined. More and more consumers are affected by retail terminal market activities. Manufacturers and retailers have begun to pay attention to investment in consumer research.
The product innovation:
Whether it is circulation or terminal, whether it is now or in the future, the so -called channels composed of the two not only cannot be ignored, but also will continue to explode Amazing power. The outbreak symbol of this power is that industry competition has risen from individual struggles between enterprises to group confrontation. For the fast -moving consumer goods industry chain, the power of this channel is essentially three aspects.
C product innovation usually includes two ways: one is formal innovation, such as packaging, capacity, specifications, etc.; the other is content innovation, such as taste, variety, etc. It is undeniable that the manufacturer is still the main body of product innovation. This subject role is reflected in the executor of product innovation, but the driving force for product innovation is shifting, and gradually transfer from manufacturers to channel members. The cause of this transfer is very simple: channel members know the needs of consumers best, because they not only get closer to consumers, but also feel this demand and change at all times. In this regard, although the manufacturer can also understand the information and changes through their own personnel.
but due to various reasons, this kind of person’s understanding is always lacking, either subjective is too strong, or you can not catch the essence, etc. As for other methods, such as investigation or investigation, investigation or investigation The company understands that consumers can only be used as a reference, and they must not be the basis for decision -making, because obstacles in investigating professional and technical often induce misleading product innovation. In fact, many years of product innovation or variety transformation of many fast consumer goods companies have been transferred around the channel.
This cost reduction:
The profit of instant noodle manufacturers has been calculated to a few centimeters per pack. The cost of liquid liquor for liquor price cannot exceed 10 yuan ….. The amount and proportion of the manufacturer of the fast -moving consumer goods industry are increasing, and the profitability and proportion of channel members are growing. This phenomenon is not this phenomenon is not Individuals can not be changed in a short time, because the number, role and strength of channels are rapidly increasing as a whole. This is both a reality and a trend. Therefore, for manufacturers, how to improve profitability has already improved its profitability. It is not simply its own problem, nor is it easy to change its own strength. Channel members have become a key force to promote manufacturers to reduce costs.
The promotion of brand concentration:
in recent years, the fast -moving consumer goods industry has carried out the integration of manufacturing to varying degrees. More than 400, from more than 3,000 to more than 1,500 now. The ultimate purpose of manufacturing integration is to increase the level of profitability and capabilities through the centralized brand expansion of the business scale, but in this sense, the purpose of the integration of manufacturing is far from being reduced -the number of manufacturers in many industries is decreasing, but the brand does not have no brand. Decreased, profitability does not cause essential changes. One of the most important reasons is that channels are difficult to integrate. The channels cannot be integrated. As a tool for management and segmentation, the scale of products and brands cannot be mentioned. Therefore, on the road of increasing profits through the concentration of brands, manufacturers cannot ignore the existence of channels and their dominance.
The development of the domestic fast -moving consumer industry: First, the market background of the fast -moving industry’s fast -moving industry
With the integration of the world economy and the further development of the Chinese economy, more foreign fast consumer goods companies have entered China. At the same time, domestic manufacturers are gradually emerging, and market competition is becoming increasingly fierce. This competition is not only reflected in the intensive propaganda offensive of the final consumers, but also in the competition for the path. The domestic investment in foreign brands has gradually increased, and the living space of domestic brands is squeezed. The share of modern channels has increased, and traditional channels have a trend of shrinking.
The extension to rural areas:
The manufacturer’s competition for the city is more intense, and at the same time extend in cities and towns. Retailers have increased their own brands, although the current share is still small. Consumers have more choices, and their loyalty to brand/retail stores has declined. More and more consumers are affected by retail terminal market activities. Manufacturers and retailers have begun to pay attention to investment in consumer research.
The product innovation:
Whether it is circulation or terminal, whether it is now or in the future, the so -called channels composed of the two not only cannot be ignored, but also will continue to explode Amazing power. The outbreak symbol of this power is that industry competition has risen from individual struggles between enterprises to group confrontation. For the fast -moving consumer goods industry chain, the power of this channel is essentially three aspects.
C product innovation usually includes two ways: one is formal innovation, such as packaging, capacity, specifications, etc.; the other is content innovation, such as taste, variety, etc. It is undeniable that the manufacturer is still the main body of product innovation. This subject role is reflected in the executor of product innovation, but the driving force for product innovation is shifting, and gradually transfer from manufacturers to channel members. The cause of this transfer is very simple: channel members know the needs of consumers best, because they not only get closer to consumers, but also feel this demand and change at all times. In this regard, although the manufacturer can also understand the information and changes through their own personnel.
but due to various reasons, this kind of person’s understanding is always lacking, either subjective is too strong, or you can not catch the essence, etc. As for other methods, such as investigation or investigation, investigation or investigation The company understands that consumers can only be used as a reference, and they must not be the basis for decision -making, because obstacles in investigating professional and technical often induce misleading product innovation. In fact, many years of product innovation or variety transformation of many fast consumer goods companies have been transferred around the channel.
This cost reduction:
The profit of instant noodle manufacturers has been calculated to a few centimeters per pack. The cost of liquid liquor for liquor price cannot exceed 10 yuan ….. The amount and proportion of the manufacturer of the fast -moving consumer goods industry are increasing, and the profitability and proportion of channel members are growing. This phenomenon is not this phenomenon is not Individuals can not be changed in a short time, because the number, role and strength of channels are rapidly increasing as a whole. This is both a reality and a trend. Therefore, for manufacturers, how to improve profitability has already improved its profitability. It is not simply its own problem, nor is it easy to change its own strength. Channel members have become a key force to promote manufacturers to reduce costs.
The promotion of brand concentration:
in recent years, the fast -moving consumer goods industry has carried out the integration of manufacturing to varying degrees. More than 400, from more than 3,000 to more than 1,500 now. The ultimate purpose of manufacturing integration is to increase the level of profitability and capabilities through the centralized brand expansion of the business scale, but in this sense, the purpose of the integration of manufacturing is far from being reduced -the number of manufacturers in many industries is decreasing, but the brand does not have no brand. Decreased, profitability does not cause essential changes. One of the most important reasons is that channels are difficult to integrate. The channels cannot be integrated. As a tool for management and segmentation, the scale of products and brands cannot be mentioned. Therefore, on the road of increasing profits through the concentration of brands, manufacturers cannot ignore the existence of channels and their dominance.