Analysis on the mode selection of overseas marketing agencies of FMCG

■ Text/Li Shifu /lishifu

Adapting to the characteristics of mass FMCG, its overseas marketing agencies have formed the following four classic modes and gradually improved them.

1. Mode of business office (branch):

1. Overview of mode

Business office is smaller than marketing company, directly under the management of company headquarters (or an extension of headquarters), and the area is limited to provincial capitals or influential large and medium-sized prefecture-level market cities. In the mode of business office, there is generally no general distribution, and the company personnel directly operate the terminal.

2. Features of the model

Because such a big city can't do a good job in the whole market even if the dealers are very strong. The business office has financial personnel, business personnel, warehouses, vehicles, office space and other institutions and facilities. Generally speaking, the sales volume can be increased by at least three times compared with that of dealers. At the same time, the business office controls the terminal network, the price is stable, it is effective in preventing goods from escaping, and the market attack power is strong, which can train a large number of outstanding business personnel who have grown up from the grassroots. The size of the business office depends on the size of the market capacity.

3. Scope of application

In the marketing of beverage and liquor products, the catering channel can find one or several dealers to distribute products or regions for the market that adopts the mode of business. Because the development of domestic catering industry is still very irregular, business offices generally do not directly involve catering channels. Of course, the overall operating expenses of the business office are correspondingly large.

4. Successful cases

At present, Liangle, Uni-President and Master Kong all adopt this method in the beverage market.

2. Out-of-office (postman mode):

1. General situation of the mode

The office is much smaller than the business office, and only needs one office space, without financial personnel, vehicles and warehouses.

2. Features of the model

The specific method is to find a general distributor, who must have sufficient capital, warehousing and distribution capabilities. The profit of such a general distributor is not high, and its profit is controlled and fixed (such as 1 yuan/piece). Prices and sales policies at all levels in the market are formulated by the office, and the salesmen of the office are responsible for drawing orders, distributing, maintaining the market and displaying the products vividly by channels or regions; Distributor's personnel are responsible for product distribution and settlement with the terminal.

3. Scope of application

For manufacturers, the advantage of adopting the office mode is that the market network is controlled by the office. If the general distributor actively cooperates, it will be better. If it does not actively cooperate, it will be replaced, and the market will not be affected.

4. Successful cases

The operating cost of this method is much smaller than that of the business office. At present, Master Kong and Uni-President are the most widely used in the beverage market.

the above two modes of "one" and "two" are suitable for larger urban markets, and the business offices and offices can be converted to each other. For example:

1. In a market that used to be a business office, the sales volume declined due to the impact of competing products or other factors, and the expenses increased, the business office can be converted into an office mode, with the main purpose of reducing expenses;

2. In a market that used to be an office, the sales volume has been improved through hard work, and at the same time, if the market still has great development potential, the total distribution can be cancelled and an office can be established. The conversion between the two is determined by sales volume, market capacity, potential and input-output ratio of expenses.

3. Coke county-level 111 model:

1. General situation of the model

That is, one county, one general distributor and one agent. The agent's main function is to pull orders, maintain the marketing, display and feedback information of market products, and the dealer is mainly responsible for making money, purchasing goods, warehousing, distribution and settlement with the terminal.

2. Model characteristics

County-level markets are generally managed by business offices or offices belonging to prefecture-level markets. Large county-level markets can also adopt the above-mentioned business office or office model, depending on the situation.

3. Scope of application

County-level markets in the third-and fourth-tier markets.

4. Successful cases

Most FMCG enterprises mostly adopt this model in the relatively remote third-and fourth-tier markets.

IV. Trade-oriented market model:

1. Overview of the model

A market with small market capacity, weak market foundation, or extremely fierce competition that makes it extremely difficult to gain a foothold can be regarded as a trade-oriented market.

2. Features of the model

Generally, the investment in the trading market is very small, and there are few full-time sales staff, which are sold naturally by dealers according to the market demand.

3. Scope of application

It is suitable for markets with relatively small market capacity, weak market foundation or fierce competition, and it is extremely difficult to gain a foothold.

4. Successful cases

Most FMCG enterprises mostly adopt this model in the relatively remote third-and fourth-tier markets.

the above two modes of "three" and "four" can also be converted as required.

The competition in FMCG market is becoming more and more fierce, and there is an increasing demand for better sales service. Selling is no longer as simple as selling things! The eight steps of Coca-Cola's terminal visit provide the salesman with a fixed visit route and scheduled delivery. At the same time, the terminal salesman is required to plaster the products in the shop with a rag, which vividly displays the products and establishes a good customer relationship with the owner. Mengniu company promises to deliver the goods within two days, and its service scope is not limited to dealers, but to every small shop and every freezer! Therefore, no matter which channel mode is adopted, it is also one of the main purposes to sell services quickly and efficiently.

V. Consumer groups determine the marketing organization model:

With the general improvement of people's living standards, most domestic markets have changed from regional single consumer groups to multi-level consumer groups. Therefore, in most areas, a single sales method can no longer meet the needs of the market.

1. Single consumer market:

Income determines consumption. There is little difference in people's income in the same region, and the consumption level is also at the same level. Consumer sensibility and the trend of following the trend are obvious. As a result, the products catch fire quickly and die quickly. The inland market in the late 1991s, the small and medium-sized prefecture-level market in the north and the county and rural markets today belong to this situation.

2. Multi-level consumer market:

People's income in a region is very different, forming multi-level income groups and multi-level consumer groups. Consumers in such a market are relatively rational. The influence of a product on multi-level consumer groups is limited, and the market begins to be subdivided. A product can occupy a consumption level and have a certain sales volume. The long-term development has a great relationship with the endurance of a brand. Such a market is difficult to attack, and it needs long-lasting patience. In the short term, the sales volume will not be too large, and of course it will not die easily. For example, in coastal or Shenzhen markets, municipalities directly under the Central Government and most provincial capital markets, thousands or hundreds of bottles of imported wine and several yuan bottles of real estate wine are all drunk!

With the acceleration of urbanization, the consumption influence of urban population in each provincial capital and the first and second largest prefecture-level cities in the province has become more and more important, becoming a multi-level consumer market. Such as Zhengzhou City and Luoyang City in Henan Province; Jinan, Qingdao and Zibo in Shandong Province; Lanzhou City and Tianshui City in Gansu Province; Shenyang, Dalian and Anshan in Liaoning Province; Wuhan City and Xiangfan City in Hubei Province; Taiyuan, Datong and so on in Shanxi Province. According to the 2/8 rule of Jewish commercial law, 21% of the market will bear 81% of the sales volume, so in marketing, the actual sales volume will be divided among provincial capital cities, prefecture-level cities, county-level cities and rural markets.

the change of consumer groups and the different consumption structures in various markets require a region to change from a single and simple sales method to a variety of sales methods, and from a weapon to a martial arts skill. The same is true of the setting mode of marketing institutions. In the actual marketing work, 21% of the key markets in each province are directly operated by company personnel, which can form a team with strong attack power. At the same time, the direct mode will play a more direct role in pulling consumers. Through direct marketing, enterprises can know the pulse of competing products market like the palm of their hand, especially new products will be listed more quickly, attack more sharply and adapt to the fierce market environment. For the secondary and tertiary markets with relatively small consumption potential, adopting office or 111 model or even trading market model can not only cover the blank market, but also save a lot of marketing expenses.

therefore, in the marketing work, enterprises should flexibly choose and improve in different time periods and modes according to their own resource conditions, combined with industry characteristics and market structure. But no matter which mode is adopted, the efficiency, efficiency, effectiveness and effectiveness of marketing are the essence!