1. Basic knowledge of FMCG industry
According to the international standard, FMCG industry is divided into FMCG manufacturing industry and channel industry, among which FMCG manufacturing industry is divided into four sub-industries, so FMCG industry is composed of five sub-industries:
① Personal care products industry.
it is composed of the following sub-industries:
a. products that meet personal appearance needs, such as cosmetics, oral care products, hair care products, personal cleaning products, paper towels, shoe care products, shaving products, etc.
b. products that meet personal health needs, such as OTC, family planning products, etc.
C. products that meet personal entertainment needs, such as mobile phones, MP3 players and other consumer electronics.
② home care products industry.
It is composed of the following sub-industries:
a. Products that meet the needs of household cleaning, such as laundry soap and synthetic detergent, as well as products that meet the needs of household repair, such as polishing agent, household paint, household water pipes, etc., such as dishwashing detergent, floor cleaner, toilet cleaner, air freshener, insecticide, mosquito repellent and household cleaner.
C. Pet supplies (pet food and supplies)
D. Stationery consumables (stationery, stationery, simple pen, paper, light bulb batteries, etc.)
③ Brand packaged food and beverage industry.
It is composed of food, beverage, healthy beverage, soft drink, baked goods, chocolate, ice cream, coffee, processed meat, vegetables and fruits, dairy products, bottled water and brand rice flour candy.
④ tobacco and alcohol industry.
It consists of cigarettes, Chinese wine, alcoholic products, wine, foreign wine, etc.
⑤ access industry.
It consists of modern retail industry (international supermarkets, chain supermarkets, convenience stores, etc.), traditional retail industry (roadside shops, bed stalls, tobacco and liquor stores, specialty shops and vegetable markets), wholesalers, distributors, agents and fast food chain stores.
For more information, see the "Service Support" section of the "Marketlink" website. A lot of related information
2. What is FMCG
The so-called channel construction is to establish a commodity sales network, usually a first-,second-and third-level sales network.
it can be divided into establishing the sales network of your own company and establishing the sales network of agents. Generally, the second one is cheaper, takes less time, but has poor controllability.
to establish the channel of FMCG industry, first of all, conduct market research, do a good job in market positioning, subdivide the target market, implement product differentiation publicity strategy, formulate regional feasible commercial policies (such as discount policy, price control, regional control, sales target and incentive policy of agents at all levels), and then arrange sales personnel in the area where sales are planned, negotiate distribution cooperation with local sales agents, and do a good job in the entry of terminal markets (such as supermarkets and shopping malls).
3. What are fast-moving goods?
Goods refer 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, alcohol and beverages.
they are called "fast" because they are first and foremost daily necessities, and they rely on consumers' frequent and repeated use and consumption to achieve profits and value through large-scale market volume. FMCG has its unique attributes: ① short product turnover cycle; 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 grades 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, and warehouses are set up 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 visual products nearby; consumers are easily influenced by the atmosphere of the store when buying; ③ brand loyalty is not high: consumers can easily switch different brands among similar products. These characteristics determine consumers' buying habits of FMCG: simplicity, rapidity, impulsiveness and sensibility. The fast-moving consumer goods industry is mainly divided into four sub-industries: first, it is the 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 a household care product industry, which consists of fabric cleaning products mainly based on laundry soap and synthetic detergent, as well as household cleaning products mainly based on 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; .
4. selling skills of fast-selling products
1. being bold. This requires us to have confidence in ourselves, be fearless about the goal we are aiming for, and take the initiative to fight for caries with the determination to win. If we fall in love with a woman, we dare not speak out to her and dare not launch an offensive against her. In the end, it must be "helpless flowers fall, a river flows eastward" and we will end up feeling sorry for ourselves. The same is true in business work. Pies can't fall from the sky. If you don't take the initiative to go out and find customers, and if you don't take the initiative to communicate with customers, then you will never achieve anything. Why can the president of the United States smile at everyone he meets? Because they have this mentality of ruling the world. If we want to succeed, we must take the initiative to smile and shake hands with others like a great man. As a business person, how can I make myself "bold"?
1. If you have confidence in the company, products and yourself, you must always tell yourself: Our company is strong, our products have advantages, I am capable, my image is trustworthy, I am an expert, I am a character and I am the best.
2. Make sufficient preparations before visiting customers. Be sure to check yourself: have you brought all the necessary information? Is your image impeccable? Do you walk with your head held high? Is your expression relaxed?
3. Have a balanced mentality. Just as we pursue the woman we like, you don't ask her to give you a gift, but let her not miss a man who can make her happy; Similarly, we must have this balanced mentality when facing customers: customers are important, and I am equally important. If we cooperate, he will bring me achievements and I will bring him opportunities to create wealth.
second, be cautious. This requires us to be good at observing words and feelings, and do what we like. What fascinates women the most? That is, you know her, you know her, and you care about her in subtle ways: when the wind blows, put on a coat for her; On your birthday, you offer roses; When you are unhappy, you listen carefully. No woman can not be moved by this gentle offensive. We do the same with our customers. What do customers care about most? What are the customers most worried about? What are the customers most satisfied with? What is the most taboo for customers? Only when you capture these things in his speech and manners can your conversation be targeted and your service be more effective. Otherwise, it is definitely a toss-up, and the goal becomes "the moon in the water, the flower in the mirror." Then, as a business person, how can the heart be "fine"?
1. Make progress in learning. Only with extensive knowledge can you have a keen mind. Be familiar with the company, products, scientific and technological background and professional knowledge.
2. Look into each other's eyes during the conversation. Looking at the other person's eyes, one shows your self-confidence, and the other is "eyes are the window to the soul". You can find the "connotation" that he didn't express in words through his eyes. A person's eyes can't deceive people
3. Learn to listen. In addition to expressing your own views correctly and concisely, it is more important to learn to listen more. Listen, not perfunctory, but from the heart, exchange that kind of unspeakable tacit understanding.
third, thick-skinned. Thick-skinned is actually synonymous with excellent psychological quality, which requires us to correctly understand setbacks and failures and have indomitable courage. What do you do when a woman says no to you? Old hands in love know that you must not give up easily. If you fail to propose after 111, you may win after 111. Otherwise, my sweetheart gets married, and the groom is not you, so I regret that the medicine tastes terrible. Similarly, we will fail many times in our business work. But you must be patient. You must believe that all failures are to prepare for your future success. There are a thousand roads in this world, but only one can reach the end. If you are lucky, you may succeed by taking the first one, but if you are unlucky, you may have to try many times, but remember: every time you go wrong, you are one step closer to success. Who laughs last will be the winner. Why are there winners and losers in this world? The reason is simple: winners are more persistent than losers. Then, as a business person, how can the skin be "thick"?
1. Always keep confidence in yourself. Failure to successfully trade is not a matter of one's own ability, but the time is not mature; It's not that our products are not good, but that they are not suitable.
2. Have the determination to win. Although you have failed many times, you will succeed in the end.
3. We should constantly sum up our successes and tap our strengths.
4. Understand failure correctly. Failure is the mother of success.
5. Appreciate the sense of accomplishment after success, which will constantly arouse your desire to conquer. Fighting with the sky is fun; Fighting with the ground is fun; It's fun to fight with people. Think of every negotiation with customers as an opportunity for you to conquer a person with your personality charm and courage.
As long as you play the seven-character mantra of "bold, cautious and thick-skinned" properly, I believe you are a proud person in love and a successful person in business.
I sincerely wish you success! ! !
5. What is the sales of FMCG?
1. FMCG is simply divided into food and use. These two categories are similar to finding a job, and they all have to face various terminals. Generally, the work is cumbersome, that is, doing various simple jobs repeatedly, sometimes I feel that I can't realize my personal value, but this kind of work is relatively easy to get started in sales. If I want to do sales, I suggest getting started with FMCG.
2. In China market, it is divided into domestic enterprises and foreign enterprises. Domestic enterprises are relatively simple and relaxed, and have more autonomy, while foreign enterprises, with international management, have to strictly abide by various rules and regulations, which are restrictive and particularly stressful. Foreign enterprises exercise their own ability and ability to withstand pressure. 3. In terms of salary, foreign companies rely on their ability to eat, and there are various indicators that need to be completed, but they can't be completed. Sorry, the salary is very low, and the good completion can challenge the high salary. Domestic enterprises generally eat from the same pot, and the salary of everyone is similar.
4. Choosing a job depends on the location near home and whether there is pressure from all sides. You can choose a domestic enterprise. If you want to buy a house and a car, you have a very good salary requirement. It is recommended to go to a foreign company.
5. Be careful when looking for a job and consider it comprehensively. I hope I can help you.
6. How to market FMCG products
Make product planning first, and then make use of holidays, such as Spring Festival, New Year's Day and Mid-Autumn Festival, to promote sales.
Research shows that when the economy is depressed, people tend to eat more food and buy more fast-moving consumer goods. Introduction to reference materials: Building Successful Promoters 1. 1 Purpose This regulation is formulated in order to clarify what successful promoters need to know and master.
2. 1 scope of application this specification is applicable to promoters and their management. 3. 1 Refer to ISO9111:2111/DIS Edition Standard 4. 1, quote the document 5. 1, explain 6. 1 Responsibilities 7. 1 Work Procedures 7.1 How to be a successful promoter? If you don't plan ahead, you will waste it. The successful implementation of anything must be planned, organized, standardized and step by step, and the promotion work is no exception.
then, if a promoter wants to do a good job in sales promotion, he must be prepared. The so-called "not fighting unprepared" means what he means. So how can he become a successful promoter?