1 thought on “The development status of the fast -moving consumer industry in the fast -moving consumer industry”
Eric
The power of fast consumption channels Whether it is a circulation link or terminal, whether it is now or in the future, the so -called channels composed of the two not only cannot be ignored, but also will continue to erupt amazing power. The outbreak symbol of this power is that industry competition has risen from individual struggles between enterprises to group confrontation. For the fast -moving consumer goods industry chain, the power of this channel is essentially three aspects. C product innovation usually includes two ways: one is form innovation, such as packaging, capacity, specifications, etc.; the other is content innovation, such as taste, variety, etc. It is undeniable that the manufacturer is still the main body of product innovation. This subject role is reflected in the executor of product innovation, but the driving force for product innovation is shifting, and gradually transfer from manufacturers to channel members. The cause of this transfer is very simple: channel members know the needs of consumers best, because they not only get closer to consumers, but also feel this demand and change at all times. In this regard, although the manufacturer can also understand the information and changes through their own personnel, the understanding of their own people is always lacking due to various reasons. Wait; as for other ways, such as investigating or investigating the company to understand consumers, it can only be used as a reference, and it must not be the basis for decision -making, because obstacles in investigating professional and technical often induce misleading product innovation. In fact, many years of product innovation or variety transformation for many fast -moving consumer goods companies have been transferred around the channel, but it is precisely what it needs to be explained: information is often from channels, but the standard is in consumers, because according to the standards of channel member standards Product innovation is also easy to fall into a great misunderstanding. Experience and lessons in this regard are everywhere. The mature approach is to reflect and information of the manufacturer’s collection channels, and the entrusted professionals make the final decision through consumer testing. Because the channel decides to sell or not, consumers decide not to buy it. Therefore, channels are guiders and promoting forces of product innovation. The profit of instant noodle manufacturers has been calculated to a few centimeters per pack. The beer industry manufacturer has been competing for profit from a few cents per bottle. The losses and proportions of the manufacturer of the product industry are increasing, and the profitability and proportion of channel members are growing. This phenomenon is not individual, nor can it be changed in a short time, because the number of channels, functions and strength of the channel Increasing the overall rapid improvement is both a reality and a trend. Therefore, for manufacturers, how to improve profitability is not simply its own problem, nor is it easy to change its own strength. Channel members have become promoting manufacturing manufacturing manufacturing Merchants reduce costs key forces. Why can the channel be triggered and promoted to reduce costs to promote the return of the industry’s profits? The key is that channels play a decisive role in the following two aspects. The first, reduced distribution costs. For the fast -moving consumer goods industry, the rise in sales costs has become a headache for many manufacturers. Facts in recent years have proved that fast -moving consumer goods manufacturers have failed to build their own channels or direct distribution. The three mountains of “distribution, logistics, and settlement” are increasingly difficult for fast -moving consumer goods manufacturers to rely on their own strength to cross, low This is especially true for fast consumer goods. Therefore, after many fast -moving product manufacturers have experienced the “decisive battle terminal”, they have begun to think about the problem of channel models calmly; second, market management costs. It is undeniable that the professional ability of manufacturers’ marketers is generally higher than that of channel members, especially dealers; however, another fact that cannot be denied is that the execution ability of channel members is generally higher than manufacturers, and the more important thing is the market. Management costs are much higher than merchants, and the cost of labor is huge. At the same time, with the improvement of channel members ‘professional capabilities, merchants will be further improved than manufacturers’ market management efficiency. The reason is clear: the “willingness” in the channel is more “to do”, and it is easier to do more “willingness” than letting the manufacturer “do”. In recent years, the fast -moving goods industry has carried out the integration of manufacturing to varying degrees. For example, beer manufacturers have been integrated from more than 1,000 in 2002 to more than 400 now, and the dairy industry has been from more than 3,000 to more than 1,500 now. The ultimate purpose of manufacturing integration is to increase the level of profitability and capabilities through the centralized brand expansion of the business scale, but in this sense, the purpose of the integration of manufacturing is far from being reduced -the number of manufacturers in many industries is decreasing, but the brand does not have no brand. Decreased, profitability does not cause essential changes. One of the most important reasons is that channels are difficult to integrate. The channels cannot be integrated. As a tool for management and segmentation, the scale of products and brands cannot be mentioned. Therefore, on the road of increasing profits through the concentration of brands, manufacturers cannot ignore the existence of channels and their dominance.
The power of fast consumption channels
Whether it is a circulation link or terminal, whether it is now or in the future, the so -called channels composed of the two not only cannot be ignored, but also will continue to erupt amazing power. The outbreak symbol of this power is that industry competition has risen from individual struggles between enterprises to group confrontation. For the fast -moving consumer goods industry chain, the power of this channel is essentially three aspects.
C product innovation usually includes two ways: one is form innovation, such as packaging, capacity, specifications, etc.; the other is content innovation, such as taste, variety, etc. It is undeniable that the manufacturer is still the main body of product innovation. This subject role is reflected in the executor of product innovation, but the driving force for product innovation is shifting, and gradually transfer from manufacturers to channel members. The cause of this transfer is very simple: channel members know the needs of consumers best, because they not only get closer to consumers, but also feel this demand and change at all times. In this regard, although the manufacturer can also understand the information and changes through their own personnel, the understanding of their own people is always lacking due to various reasons. Wait; as for other ways, such as investigating or investigating the company to understand consumers, it can only be used as a reference, and it must not be the basis for decision -making, because obstacles in investigating professional and technical often induce misleading product innovation. In fact, many years of product innovation or variety transformation for many fast -moving consumer goods companies have been transferred around the channel, but it is precisely what it needs to be explained: information is often from channels, but the standard is in consumers, because according to the standards of channel member standards Product innovation is also easy to fall into a great misunderstanding. Experience and lessons in this regard are everywhere. The mature approach is to reflect and information of the manufacturer’s collection channels, and the entrusted professionals make the final decision through consumer testing. Because the channel decides to sell or not, consumers decide not to buy it. Therefore, channels are guiders and promoting forces of product innovation. The profit of instant noodle manufacturers has been calculated to a few centimeters per pack. The beer industry manufacturer has been competing for profit from a few cents per bottle. The losses and proportions of the manufacturer of the product industry are increasing, and the profitability and proportion of channel members are growing. This phenomenon is not individual, nor can it be changed in a short time, because the number of channels, functions and strength of the channel Increasing the overall rapid improvement is both a reality and a trend. Therefore, for manufacturers, how to improve profitability is not simply its own problem, nor is it easy to change its own strength. Channel members have become promoting manufacturing manufacturing manufacturing Merchants reduce costs key forces.
Why can the channel be triggered and promoted to reduce costs to promote the return of the industry’s profits? The key is that channels play a decisive role in the following two aspects.
The first, reduced distribution costs. For the fast -moving consumer goods industry, the rise in sales costs has become a headache for many manufacturers. Facts in recent years have proved that fast -moving consumer goods manufacturers have failed to build their own channels or direct distribution. The three mountains of “distribution, logistics, and settlement” are increasingly difficult for fast -moving consumer goods manufacturers to rely on their own strength to cross, low This is especially true for fast consumer goods. Therefore, after many fast -moving product manufacturers have experienced the “decisive battle terminal”, they have begun to think about the problem of channel models calmly;
second, market management costs. It is undeniable that the professional ability of manufacturers’ marketers is generally higher than that of channel members, especially dealers; however, another fact that cannot be denied is that the execution ability of channel members is generally higher than manufacturers, and the more important thing is the market. Management costs are much higher than merchants, and the cost of labor is huge. At the same time, with the improvement of channel members ‘professional capabilities, merchants will be further improved than manufacturers’ market management efficiency. The reason is clear: the “willingness” in the channel is more “to do”, and it is easier to do more “willingness” than letting the manufacturer “do”. In recent years, the fast -moving goods industry has carried out the integration of manufacturing to varying degrees. For example, beer manufacturers have been integrated from more than 1,000 in 2002 to more than 400 now, and the dairy industry has been from more than 3,000 to more than 1,500 now. The ultimate purpose of manufacturing integration is to increase the level of profitability and capabilities through the centralized brand expansion of the business scale, but in this sense, the purpose of the integration of manufacturing is far from being reduced -the number of manufacturers in many industries is decreasing, but the brand does not have no brand. Decreased, profitability does not cause essential changes. One of the most important reasons is that channels are difficult to integrate. The channels cannot be integrated. As a tool for management and segmentation, the scale of products and brands cannot be mentioned. Therefore, on the road of increasing profits through the concentration of brands, manufacturers cannot ignore the existence of channels and their dominance.