Market segmentation is to divide a regional market (usually too big for us to serve) into several small markets with the same characteristics according to consumers' desires and needs. Market segmentation not only helps us to find new market opportunities, but also helps us to choose the target market reasonably and better serve the target consumer groups. Below, we will discuss the problem of market segmentation based on the current market situation of fast-moving consumer goods in Guangxi: First, we must segment the market and conform to the market development trend. 1, market segmentation is the requirement of FMCG industry. The country has completely liberalized the food industry, and the market has already changed from a "seller's market" to a "buyer's market". In addition, the company requires our average annual growth rate to reach more than 65,438+08%, which undoubtedly puts higher demands on our current sales. After several years of sustained growth, the original market in Guangxi has gradually become saturated. If we still stick to the previous market operation mode, do not pay attention to cultivating new consumer groups, and do not explore and subdivide new markets, I am afraid it will be difficult to complete the sales tasks assigned by the headquarters. 2. The requirement of sustainable urbanization. With the continuous development of domestic economy, people's living standards are constantly improving, the pace of urbanization is obviously accelerated, the urban population is also increasing, and the purchasing power is constantly increasing. Many counties in Guangxi have successively withdrawn from counties to set up cities, and even upgraded to independent prefecture-level cities. For example, Baise, Chongzuo, Laibin and Yizhou in Guangxi have been upgraded to relatively independent prefecture-level cities, and the urban population has doubled. In view of the above changes, our marketing policy and market operation should also be changed accordingly, and the market should be made detailed and thorough. Only by constantly subdividing the market can we achieve the sales target. Second, the preparatory work before market segmentation. 1. Communicate with the original distributors (especially the general distributors, the same below). At present, there are two kinds of dealers: one is "Shang Hong" and the other is "Zuoshang". The former usually has new ideas and accepts new things quickly. They generally support and cooperate with the market segmentation behavior of our manufacturers. The latter is different. When manufacturers plan to segment the market according to the needs of strategic development and strengthen the terminal market service, they will oppose and obstruct our market segmentation. They plan to continue to monopolize the market resources of manufacturers, but they are unable to control and adjust the market channels and serve the terminal market. Such dealers will eventually be eliminated by the market, which will hinder the development of our manufacturers to some extent. Generally, most of these dealers are family businesses. No matter what kind of dealers, we try our best to fully communicate with them and let them know the latest policies and market trends of the company. We adopt the way of "giving gifts first, then fighting", and try our best to let the dealers cooperate with our actions. Market segmentation is the need for enterprises to develop forward. Only in this way can the two manufacturers achieve the goal of "* * * win-win". 2, front-line business personnel, transportation services should be arranged in place in a timely manner. In the newly subdivided market, the terminal foundation is relatively weak, so it is necessary to arrange front-line personnel to "intensively cultivate" in time to improve the terminal competitiveness of products in the local market. In addition, the deployment of our front-line business personnel has enhanced the confidence of local distributors in operating our products to a certain extent. It is worth mentioning and noting that in the newly subdivided market, because the sales volume has not been improved immediately, the product tonnage may be too small, which may not meet the normal vehicle delivery requirements for a while, and the transportation cost is also high. At this time, traffic is another test for us. What shall we do? In view of the market segments with insufficient tonnage, we should proceed from the overall situation and take flexible measures. If we integrate the superior resources of the affiliated products of our brand, we should try our best to transport the whole vehicle. When the integration can't meet the transportation demand, we take into account special events and implement short-term LTL distribution, all of which are aimed at the first-line market segments. In this way, our market segmentation work quickly achieved results, and all the staff involved in market segmentation in the office quickly found confidence. Third, the initial return of the current office market segment. 1. sales promotion: the segmented market has reduced many links, saved many transit costs, increased the profits of local distributors, further improved the enthusiasm of operation, and naturally increased sales. For example, in Yizhou, Guangxi, the annual sales volume in 2007 was more than 8,000 cases. After market segmentation, in less than half a year, the sales volume in this region is close to 14000 cases. It is estimated that the annual sales volume in this area will exceed 24,000 cases, almost three times that of the previous year. 2. Promotion of brand influence: With the joint efforts of our staff and local distributors, the brand influence of our manufacturers will gradually penetrate into all circulation channels, and the brand influence will be further enhanced. At the same time, it promoted the sales of our series products and formed a gratifying sales situation. For example, Baise, Guangxi, which has been subdivided by offices, is the area where sales are assessed separately. At the same time, it began to integrate the supporting product structure other than the manufacturer's leading products. At present, the region not only sells the original leading products, but also sells other affiliated products of our brand. While the sales volume of leading products increased, other supporting products also improved. Through the above market performance, we are full of confidence in the market segments, despite all kinds of obstacles and interference. But as long as it is beneficial to the market, we will work hard. Market segmentation, all for sales; Everything is to occupy the market!