FMCG refers to those consumer goods that have a shorter service life and a faster consumption rate. Consumers have a great demand for FMCG, so the market is large, the product cycle is short, and companies have short and wide access to the market.
Difficulties in FMCG sales:
1. Impulsive consumption
Through our research on consumer behavior, it is found that consumers 'purchasing decisions are often influenced by the atmosphere of stores such as promotion, vivid display, and pile-up. Such consumption is often a choice made by consumers' mood and interest.
2. Serious homogenization
Due to the homogenization problem of FMCG in the market, that is, the production methods, production processes and delivery contents of similar products are basically the same, and even the outer packaging is very similar, so it is easy to imitate each other in marketing methods, so Gradually converging, it is difficult to distinguish the brand differences. Homogeneity is not conducive to consumer identification of products, and even confusion.
3. Poor brand stickiness
The stickiness and breadth of the FMCG offline promotion methods are also not enough. Consumers' buying habits of FMCG products are simple, fast, impulsive and sensuous. It is common to change brands during the purchase. In order to expand influence and increase brand awareness, companies often spend huge sums of money in organizing events and advertising. But brand influence is difficult to truly transform into purchasing power.
Aiming at the various characteristics in the field of FMCG sales, how to increase consumers' stickiness to the brand, how to increase brand awareness and avoid homogeneity are the primary problems to be solved by FMCG brands.
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