Three sales characteristics and two competition modes of FMCG industry.

Three characteristics of FMCG industry:

1. Convenient.

Because the price of consumer goods is low, for example, the last time I bought toothpaste, I bought it directly from the small supermarket downstairs, so the decision was very light. I bought it on the principle of proximity.

2. visibility.

FMCG is easily influenced by visual factors. For example, the appearance of a lipstick; The atmosphere of the shops, some shops will play music, or if you see many people shopping here, you will follow suit. Such consumption belongs to perceptual consumption.

3. Low loyalty:

Due to the characteristics of low price and light decision-making, consumers' loyalty is not high. It's easy to like the new and hate the old. For example, the German Adolf shampoo I bought used the secret language of Shiseido's water.

Two competitive modes of FMCG industry;

1. Brand marketing.

Bomb customers with TV advertisements and other marketing means, so that customers can form an impression of the brand psychologically. For example, Jiangsu Satellite TV's "If You Are the One" cleaning uses Sassoon to advertise, so that customers can constantly form a brand impression on Sassoon.

2. Sales channels.

Multi-channel sales model.

One, two, three, four, five cities and various agents. Large supermarkets and street vendors are their sales channels.

In other words, after instilling the brand concept into customers, you should also let customers buy your products.

Why P&G's share price growth in recent years is lower than the broader market, mainly because

1. Positioning: customers are not deeply impressed with the brand.

For example, I didn't know that Sassoon, Pan Ting and Head & Shoulders, which I often used, were all from cleaning companies. There is no real occupation of the customer's mind in brand positioning. There is no core product. More just occupy the customer's mind about the product, not the brand's mind.

2. Convenience: the impact of the Internet age.

Wechat business has promoted the emergence of various brands, and distrust of domestic products has led everyone to choose purchasing. And the emergence of various online sales platforms, so that we have more choices, and constantly weaken customer loyalty. Fakes are also emerging one after another.

3. Wide sales channels.

It can't be a personal tailor. For example, Crest soap can be bought in rural areas, and some people think it is relatively low.