简析耐用消费品与快速消费品营销策略之不同（Analysis of the difference between the marketing strategies of durable consumer goods and fast moving consumer goods）

简析耐用消费品与快速消费品营销策略之不同（Analysis of the difference between the marketing strategies of durable consumer goods and fast moving consumer goods） 简析耐用消费品与快速消费品营销策略之不同(Analysis of the difference between the marketing strategies of durable consumer goods and fast moving consumer goods) The author from the consumer durables into the rapid consumer goods marketing management, friends meet, mostly lamented industry span. I often repeat a sentence: "different industries, different products marketing basic ideas are consistent, but only in the face of specific industry specific enterprises, marketing strategy considered different.". In school, we learn economy have learned marketing, just some general understanding of the different consumer durable goods, consumer products and industrial products, service industries, their marketing management theory and experience, and more was acquired by their own accumulation, as for the success of "just a master door, rely on personal achievement". In this paper, the author tries to make some comments on their years of marketing practice, combined with their basic meaning, buying habits, and in the price policy, product turnover, sales channels, sales, logistics and customer service organization with service, promotion and other aspects of interpretation, different consumer durable goods and fast moving consumer goods the marketing strategy, for reference only. Basic meaning As the name suggests, durable consumer goods refers to the use of long life (generally more than 1 years), the amount of larger (generally more than 500 yuan), and can be used many times consumer goods. Such as: household appliances, furniture, automobiles and so on; fast moving consumer goods are consumer goods with short service life and fast consumption. Such as: food, towels, washing etc.. From its basic concept, we can directly understand the number of its purchase, purchase behavior and decision-making is different, the specific marketing strategy must not be the same. Buying habits 1, buying behavior. Consumer durable goods of long service life, the price is relatively high, the purchasing behavior is rational, the consumer to the product brand, product features, product quality, price and other factors more focus on FMCG; a relatively short life span, the price is relatively cheap, the general buying behavior is non rational, consumers are likely to the product brand, product quality, product price is not too much attention, belongs to the impulse of impulse buying. 2, purchase decisions. Consumers greater selectivity in the purchase of durable goods, and will carefully compare the performance of various brands of products than the price, the purchase decision is relatively complex; in the purchase of fast consumer goods, is generally not too careful, purchase decision randomness. 3, place of purchase. Consumers in the purchase of durable consumer goods, not necessarily near the purchase, most will go to larger, more concentrated shopping malls, goods than three; in the purchase of fast-moving consumer goods, the metropolitan near the purchase. Remember 99 years, I was in charge of Royalstar electric appliances Nanjing sales, often encounter some customers to buy a washing machine from Nanjing rushed to the new five or six km outside Nanjing mall, and some have seen many times to the same mall; buy fast consumer goods is generally not so, such as buy a bottle of mineral water, the more we will be the nearest in the shop, and pay more attention to the packaging and promotional advertising. Price policy Based on the above purchasing habits, we have different emphases when formulating price policy. Overall, the amount is not the same as a single product, consumer durable goods dealers profit rate is generally higher than the fast consumer goods; consumer purchases of durable consumer goods price sensitivity is usually better than fast consumer goods; consumer price discounts are relatively more keen on consumer durable goods. Newly listed brands, durable consumer goods pay attention to the competitiveness of product prices, and start from the beginning to maintain the relative stability of prices, to prevent the terminal price confusion. Single product dealer profits relatively mature brand is higher, enterprises generally reserved for multi-level marketing price system; FMCG metropolitan space enough to ensure that all levels of channel profit, in order to more dealers to distribute their products, the spread rate is higher, with a wide range of channels. Mature brands, durable consumer goods prices higher transparency, brand awareness, reputation higher, then choose dealers and terminals easier, dealers at all levels of profit margins are relatively low. From the price policy formulation, more to promote the total amount of sales; fast consumer goods prices are also a certain degree of transparency, but consumers often do not because of the high price, but not the nearest purchase. From pricing policy to promote the total sales volume. In addition, in many special sales channels, such as hotels, hotels, entertainment and so on, fast moving consumer goods can develop high priced sales strategy, the key is how to stimulate the seller. Product turnover rate Due to the frequency of its purchase and the length of the product guarantee period, the cycle of product turnover is determined by each other. Most consumer durables do not have to consider product shelf life, with longer service life and fewer purchases. In the formulation of sales strategy, you can allow dealers to invest more money, increase their volume of goods, "forced" to increase sales. We can develop more incentive policies for dealers to load goods; The product of fast moving consumer goods has a relatively short shelf life, and at the same time of increasing the inventory of distributors with storage conditions, it is necessary to speed up the turnover of products at the terminal and increase the promotion of terminals. We can set up more actual sales incentive system at the terminal. For example, beer and beverage brands generally adopted by awarding cap. Sales channels and site display Overall, at the beginning of the product market, durable consumer goods and fast moving consumer goods will adopt longer sales channels, so as to complete the product market more quickly and more conducive to stimulating consumer demand. Because only local dealers and agents know more about the local conditions, they will deal with various complicated relationships locally. At this point, the use of their power, it is possible to quickly display products at the terminal. In relatively mature markets, durable consumer goods brands are usually long selling channels, supplemented by short channels. A variety of wholesalers, distributors and retailers coexist, retail terminals are generally controlled by the manufacturer or a wholesaler, and even some products are different channel distributors. However, the number of durable goods sales terminals is less than that of fast moving consumer goods, and the size of a single terminal is larger. As a result, they pay more attention to terminal construction, allowing the terminal to display and display as much of the products as possible. For example: home appliance brand franchise stores and shop SIEMENS, Haier, Royalstar and other shops, furniture franchise stores, 4S stores, Honda, FAW Volkswagen and other car; FMCG Brand sales channels are generally short and wide, more diverse, more complex, more three-dimensional distribution. But the terminal area is smaller, and more attention is paid to the establishment of outdoor billboards in the areas with large traffic flow and high grade, which can be used as an image advertisement, and can be used for demonstration, promotion, discount and other sales activities at the terminal. At this point, they will more widely establish and improve their distribution network, increase product coverage. For example, P & G's unique regional distribution model, the channel structure is: P & G - distribution - the two batch - retail. Procter & Gamble for a suitable wholesalers from the first layer wholesalers in the development to become distributors, distributors signed a contract with Procter & Gamble, responsibility, training and enjoy privileges and rights, wholesalers only purchase. Regional distribution model has become the main distribution mode of the FMCG industry. According to a wholesaler in the background and other conditions for selecting the most appropriate, to become distributors, in order to achieve regional and local distribution, reducing the intermediate level, the traditional mode of the two or three merger, and with the combination of direct sales, improve sales initiative. On this basis, with a variety of products of various brands of the company subordinate enterprises to adopt a unified sales channels, allowing customers to achieve a procurement, the company's regional distribution center and national sales headquarters to form a planned and organized, good control system, establishing the feedback between the sales center and the key to the final customer, improve the sales speed feedback system. This joint distribution model is widely used by multinational companies such as Unilever, Coca-Cola, Pepsi Cola, Procter & Gamble, and other companies. Of course, regional distribution model is not suitable for small and medium fast consumer goods enterprises. The best way for small and medium fast moving consumer goods enterprises is to establish a regional distribution system and core customer system with distributors as the core, while rapidly entering the emerging distribution channels. Sales organization structure According to its channel design, channel development and terminal, etc., most consumer durables brands use the office system, and the office is responsible for the distributors and retail terminals in the region. Because the number of terminals to face in the end is less than that of fast moving consumer goods, the headquarters is relatively easy to manage and control. In the face of large, three-dimensional distribution network, facing more complicated and more trivial sales work, the establishment of a branch system increase segment permissions to reduce some unnecessary procedures, so that the market reaction speed will be faster. In recent years, both emphasize the flat part of the management of consumer durable goods and FMCG enterprises, on one hand reduce the series of sales channels, on the one hand to reduce their own marketing system level, increase the intensity of market reaction. Many small and medium-sized enterprises, generally no foreign sales division, the sales department directly to the provincial level distributors or directly face the regional distributors; part of durable consumer goods enterprises to set up a branch or branch contract real, such as Haier in all parts of the Industrial and Trading Company, TCL was used for parts of the contract, the company contracted good child bassinet etc.. In short, there is no "universal and all right" system, only the adaptation, there is no best. According to the development of the industry and the actual situation of their own enterprises, each enterprise should formulate the sales organization structure that meets the needs of the market development and is suitable for its own enterprises. Propaganda and popularization Enterprise publicity. Brands are important for consumer durables and fast moving consumer goods, but consumers are more concerned about consumer durables, and once they are approved, they don't change easily. Fast moving consumer goods show that "advertising can only lead customers to the scene of purchase", and consumer loyalty to the brand is not too high and easily affected by the atmosphere at the scene. Durable consumer goods brands need to focus on enterprises, brand, product quality, technology and other aspects of the publicity, allowing consumers to create awareness and reputation; at the same time, the fast consumer goods in the promotion of business and brand, can focus on promotional activities in the planning, and in the media and increase its propaganda site. Promotion. Consumers will pay more attention to the price of durable consumer goods, of course, price promotion is a double-edged sword, enterprises should carefully weigh costs and their own strength. For example: the domestic color TV price trend of the cost is serious, now Gome, Suning Appliance Chain Enterprises play the most is the price war; FMCG enterprises can plan their new products, old products and other promotional activities, especially to increase the site promotion. Site personnel promotion. Due to the amount of products, purchase decisions and consumption habits and other factors, on-site sales of durable consumer goods are relatively difficult to fast consumer goods. However, consumer durables need more detailed description of their products, prices and so on. Fast moving consumer goods need to introduce their activities and other non product factors to the sales target. It is understood that the terminal send promotional shopping guide, may also be derived from home appliances sales in early 90s, just to illustrate this point. Of course, such as wine, drinks and so on, in restaurants, entertainment sites stationed promoters, the effect is quite obvious. Logistics equipment Fast moving consumer goods need fast transportation and quick turnaround. Larger enterprises usually have multiple production bases throughout the country. They can supply goods in the vicinity of the region or set up warehouses in one or several adjacent areas. Such as dairy, beverage and other enterprises in the country's strategic areas to build their own production base, to shorten delivery time, reduce logistics costs. In addition, many fast moving consumer goods enterprises set up their own distribution centers, and make full use of their own and social logistics force to complete the delivery of goods. Some enterprises will also develop distributors into distributors, mainly to provide logistics and distribution services to customers at lower levels. Consumer durables enterprises do not have high demand for product turnover rate, so they usually set up product warehouses in larger areas. Few enterprises from the supply time to consider the establishment of other production bases. Some enterprises, due to the huge volume of total sales, consider the reduction of logistics costs, and set up production bases in key areas. After-sale service As the product value is high and the service life is long, the after-sale service of durable consumer goods enterprises is particularly important. The quality of after-sales service has a direct impact on its actual sales, and more enterprises turn to service war. Most of them have their own unique service concept, put forward perfect service commitment, establish strict service technology and behavior standard. Now, more and more attention to 3C products (home appliances, communications, computer services, for example) have appeared in Shanghai home dimension, LDK and three party service chain enterprises; in contrast, the FMCG company customer service service mainly focus on rapid feedback and effective processing of customer complaints.