English abbreviations for various channels of FMCG

mt: modern trade, modern channel;

TT: traditional trade, traditional channel;

ka: key aounts, (formerly: main customer) hypermarket, large chain;

DM: direct message, leaflet;

pop: point of the purchase, (formerly: the purchase on the stronghold) store head advertisement;

MIT: marketing input team, integrated display of stores; Stacking boxes;

HBR: hotels, bars, restaurants, hotels, bars, restaurants and other closed passages;

PDCA: plan, do, check, action, and plan, implement, check and measure are short for management circle;

4ps: product, price, place, promotion, marketing mix 4p (product price channel promotion);

4cs: Consumer Feeds, Costs, Convienience, Communication Marketing Combination 4C (cost convenience communication that customers need and customers accept);

SWOT: strength, weakness, opportunity, threat, is a tool for analyzing internal and external environment;

N racks: end racks;

pm: product manager, product manager, generally referred to as product specialist;

TM: regional manager;

FC: chief financial officer;

GM: general manager;

p-t: part-time, temporary worker;

Logo: a graphic word of a trademark or company name;

USP: unique special point, unique point;

fab: feature, advantage, benefit, product characteristics, benefits, efficacy promotion method;

CVS: convenience store;

sp: sales promotion, promotion; Purchase channel network of fast-moving consumer goods

This involves a problem of how to simplify the intermediate links. Manufacturers are busy with production and have no energy to make their own markets, and the markets are handed over to third parties. In this process, expenses will inevitably be generated and then passed on to the next level. As a result, the price at the terminal is much higher than the ex-factory price. To our surprise, everyone is saying that their profits are very low, but the price difference from beginning to end is so large. Where are the extra profits? Hehe, the problem is that no one has earned it, so how can it be gone? In fact, the problem itself is a paradox, and profits are generated, but they can be consumed in the long process. It is the most important thing to reduce intermediate links. In my humble opinion, there is also a brand quality problem to be considered in fast-moving consumer goods. What are the channels of fast-moving consumer goods that will destroy the market credibility with low price?

Generally speaking, the channels refer to all the links that products go through from manufacturers to consumers.

if there is no link in the process from manufacturer to consumer, it is called zero-level channel, which is also called direct selling;

if the process from manufacturer to consumer goes through one link (such as distributor), it is called primary channel;

if the process from manufacturer to consumer goes through two links (such as manufacturer-distributor-distributor-consumer), it is called secondary channel, and so on, there can be three-level channel structure and four-level channel structure.

the complete channel structure is generally as follows:

manufacturer-distributor-distributor-wholesale-terminal retailer-consumer.

In the process of FMCG sales, there are few single-channel sales enterprises, and all of them are multi-channel sales. An enterprise can use the following channel structure at the same time:

manufacturer-distributor-distributor-wholesale-terminal retailer-consumer (complete channel)

manufacturer-distributor-terminal retailer-consumer (direct supply from distributor).

1. The first step in channel design is to consider the distribution of profits in the channel. After the distribution is good, the channel can be unblocked.

2. Pay attention to the distribution cost, channel promotion, consumer promotion and promotion when distributing profits.

3. The most important thing is the promotion cost. After the channel is built, the terminal will not pull, and the product will flow back from the channel terminal to the upstream channel when it expires, which is a disastrous scene. FMCG. Generally, drinks have a shelf life, depending on the packaging. However, the first thing to find when drinks enter the market is to find sales, of course, to find retail first. Because enterprises are generally small in scale, there is no advertising support. Therefore, entering the market has to rely on low prices. Gradually expand sales and stabilize sales. When there is a certain accumulation, you can get involved in advertising and create a famous brand. Then the sales will be further expanded. But when the original accumulation is completed, you will know how to manage it yourself.

For reference

Set goals for no one and

tell them what can be achieved.

and tell them that they have achieved their goals and what

will bring to their careers. How to distinguish the channels of FMCG industry?

the circulation channels of consumer goods are similar, which has little to do with quickness. What should we distinguish?

nothing more than five modes:

producer-consumer,

producer-retailer-consumer,

producer-wholesaler-consumer,

producer-agent-retailer-consumer,

producer-agent-consumer.

FMCG (Fast Moving Consumer Goods) refers to those consumer goods with short service life and fast consumption speed. A new name is PMCG (packaged mass consumption goods), which pays more attention to the influence of packaging, branding and popularization on this category. The most understandable definition includes packaged food, personal hygiene products, tobacco and alcohol and beverages. They are called fast, because they are daily necessities first, and they rely on consumers' frequent and repeated use and consumption, and achieve profits and value through large-scale market volume.

FMCG has its unique attributes:

① the product turnover cycle is short;

② The access to the market is short and wide;

③ The market is vivid, and outdoor billboards are set up in areas with high traffic and high grade to advertise product images, and live demonstrations, promotions, discounted sales and other activities are carried out in stores;

④ Generally, it is the sales organization form of branch or agent system, with warehouses in the areas under the jurisdiction of branches;

⑤ The focus of after-sales service is mainly reflected in quick feedback and effective handling of customer complaints.

compared with other types of consumer goods, FMCG has obvious differences in purchase decision and purchase process. Fast-moving consumer goods are impulse purchases, and they make impromptu purchasing decisions, which are insensitive to the suggestions of many people around them. They depend on personal preferences and similar products do not need to be compared. The appearance/packaging, advertising and promotion, price and point of sale of products play an important role in sales. Therefore, FMCG has three basic characteristics, namely:

① convenience: consumers can habitually buy products nearby

② visual products: consumers are easily influenced by the atmosphere of the store

③ brand loyalty is not high: consumers can easily switch different brands among similar products

These characteristics determine that consumers' buying habits for FMCG are simple, rapid, impulsive and emotional.

FMCG industry is mainly divided into four sub-industries:

1. Personal care products industry, which consists of oral care products, hair care products, personal cleaning products, cosmetics, paper towels, shoe care products and shaving products;

Second, it is the household care products industry, which is composed of fabric cleaning products mainly including laundry and synthetic cleaning agents, and household cleaning agents mainly including dishwashing detergent, floor cleaning agent, toilet cleaner, air freshener, insecticide, mosquito repellent and polishing agent.

Third, it is the brand packaged food and beverage industry, which consists of health drinks, soft drinks, baked goods, chocolate, ice cream, coffee, processed meat, vegetables and fruits, dairy products, bottled water and brand rice flour candy.

fourth, it is the tobacco and alcohol industry. There is nothing to recommend in the literature about the marketing channel management of FMCG. I graduated almost 1 years ago, but I tell you from the experience of someone who has been there, the topic may be a bit big. You'd better refine it to the marketing channel management of a certain industry of FMCG. FMCG brand?

FMCG

what is FMCG? FMCG stands for Fast Moving Consumer Goods, which stands for fast moving consumer goods. A new name is PMCG (packaged mass consumption goods), which pays more attention to the influence of packaging, branding and popularization on this category. The most understandable definition includes packaged food, personal hygiene products, tobacco and alcohol and beverages. They are called fast, because they are daily necessities first, and they rely on consumers' frequent and repeated use and consumption to achieve profits and value through large-scale market volume. Therefore, there will be a "three-month rule" in the FMCG industry. If you let a new competitor fail to make a breakthrough in quantity within three months, you are likely to eliminate it.

FMCG is aimed at consumers' daily use and meets some basic needs. Because the entry threshold of the industry is relatively low, countless competitors will keep pouring in, and consumers can have many choices. How to choose consumers' needs (positioning), how to better meet consumers' needs (concepts), how to make consumers buy them conveniently (channels), how to better attract consumers' attention and love them (brand preference), and how to create differences with competing brands (brand image) are the dominant melody of this market, which is also the basis for the start of classical marketing theory. Procter & Gamble, Unilever, Johnson & Johnson and Coca-Cola, which represent the most classic FMCG marketing, have provided us with almost perfect teaching materials. And 4P's also made a complete summary of the marketing mix of such products. Philip kotler's marketing textbooks refer to more marketing of FMCG.

I am a fast-moving consumer product. Please ask questions if you have any questions.