What are the channel innovations of FMCG?

Channel innovation reminds me of a word: scene.

In addition, I want to say that channel innovation not only refers to sales channel innovation, but also includes publicity channel innovation, so channel innovation is not only a problem of sales, but also a problem of marketing.

For most FMCG products, traditional channels such as supermarkets, convenience stores and e-commerce channels (self-operated and platforms) are the only places for distribution. In addition, there are some channels to decide whether it is needed according to the characteristics of different FMCG products. For example, for infant formula, medical channels are very important; For beer, restaurant and bar channels are very important.

For your FMCG, we should first do all the necessary channels for this FMCG, and then talk about channel innovation.

How to innovate, think about all possible demand scenarios, use scenarios and exposure scenarios of your FMCG products, and then do market research and pilot projects, and contact the person in charge of this channel to talk about cooperation.

For example, Coca-Cola, think about the demand scenario of Coca-Cola. If you feel bad, refine it. Iced coke, the demand scene I can think of is particularly hot and thirsty. Can bathhouses, saunas and hot spring cabins be used as channels for Coca-Cola when it is particularly hot and thirsty, and after bathing? Imagine, after a bath or sauna or hot spring, all ages, old and young, old and young, old and young, old and young, old and young, sweating with heat, want to drink some ice. It's really chilling to have a can of iced coke at this time (ouch, it seems to be strung), so I bought it at buy buy.

The one who just said that the sales channel is innovative, give another example of the innovation of the publicity channel.

For diapers, consumers are generally new parents. Now we need to innovate in publicity channels, so think about where new parents will appear, hospitals? Early education center? Confucius Club? Kindergarten? Baby swimming pool? In fact, everyone has the opportunity to make innovations in publicity channels, and everyone can think about what good ideas they have.

At present, e-commerce is developing rapidly. Ali is doing rural Taobao, and JD.COM is doing new access projects, digging deep into the commissary of small villages and towns. As a brand, FMCG enterprises should keep up with the pace of progress. It is also a channel innovation to use the resource advantages of these e-commerce companies to do channels that have not been done before.