FMCG has three basic characteristics, namely:
Convenience: consumers can habitually buy nearby.
② Visual products: Consumers are easily influenced by the atmosphere of the store when purchasing.
③ Low brand loyalty: It is easy for consumers to switch different brands among similar products.
These characteristics determine that consumers' buying habits of FMCG are simple, fast, impulsive and emotional.
FMCG is very active in business, including industry. First of all, we should understand this problem conceptually. The earliest fast-moving consumer goods did not start with food, but with toiletries. However, in the layout of stores, more and more such goods are sold together. Under such conditions, the concept of fast-moving consumer goods extends to food. Up to now, people in China regard food and cosmetics as fast-moving consumer goods. According to our current statistics, the sales of food and toiletries account for 67%-70% of the total sales of chain stores in Shanghai. Consumption in supermarkets, supermarkets, convenience stores and some major chain stores. What will happen to these chain stores in the future may be a problem that everyone should pay close attention to.
1. Chain enterprises began to develop across regions. How should suppliers keep up?
Due to China's accession to the WTO, the full opening of the service industry was held on June 6th+10/October 6th, 2005. In 2003 and 2004, we also held hearings for foreign businessmen. The so-called hearing is the hearing about the investment movement, the hearing about opening stores and the hearing about the distribution of stores. In this case, the domestic chain industry is accelerating. From the perspective of Shanghai, Shanghai's market is relatively saturated, so Shanghai's chain industry began to go abroad and go to other places. Lianhua, Hualian, Agriculture, Industry and Commerce, Jiadeli and Tang Ke are all trying to go abroad, so there is a problem. After going abroad, there was a problem with the supply of goods. First of all, the procurement platform we formed in Shanghai cannot be densely distributed to other regions, because the sales networks of many suppliers and manufacturers are divided by regions. The most typical one is Coca-Cola, which is divided into regions according to the regions of bottling plants. Shanghai may be the cheapest, but there is no way to sell it anywhere else, because Shanghai is the area of Shenmei drinks and Anhui is the area of Swire Group. You want to expand the market, but your logistics and sales remain unchanged, and you may lose your outreach channels and development space.
2. How to integrate the supply chain in the case of chaotic, regional and small-scale supply chain?
Many manufacturers directly do the network, but also through the sales agency system and distribution. Which system is better in FMCG field now? I think it is better to operate directly. I have done statistics. In chain stores, if good brand goods are out of stock, 70% of the factors are the untimely supply. Let's analyze this data again, and 70% of this 70% comes from small and medium-sized agents, so how to maintain your policies and how to formulate your methods is very important. Last year, we made a survey report on the channel fees of supermarket chain suppliers. After it was released in Beijing, many enterprises in our hospital came to inquire. They want to know why I am restricted by the chain store channel, what causes it, under what circumstances, and what strategies can solve this problem. He wants to know from us how to deal with suppliers in the future. This is an international concept. From our point of view, if we operate across regions, we must resolutely integrate the supply chain, and those who can't keep up will be resolutely eliminated.
3. How to solve the strategic cooperation and collaboration with large chain companies in cross-regional development?
Insist that big brand manufacturers and suppliers sign the national development strategy. How does the chain industry in FMCG formulate this change strategy? Need to learn. Lianhua will open a Century Lianhua in almost every provincial capital city. What is his idea of resolutely following the past and the past? Find the first big company dock first. My network was connected, and there were many small supermarkets around. Then I set up our marketing department to sell local goods and regional sales. Many small suppliers can't go to other places with Lianhua. At this time, the manufacturer's sales network can represent some brands that can't live with the big chain. So, if we go out, is it possible to establish a strategic cooperative relationship? We have established a logistics system, which not only distributes our own goods, but also develops the wholesale category of this logistics system.
The future international brand agency in China depends mainly on whether you have a distribution network. If you have a distribution network, you will have the opportunity to obtain distribution points and agency.
4. How to solve the problems of organizational system and resource sharing in multi-format development?
Century Lianhua, Lianhua and Quik Convenience Store are three systems, but all three systems are independent subsidiaries, which means there are three purchasing systems, three information systems and three logistics systems. All three companies have a commodity. How can they enjoy this resource? The chain industry is also considering this issue, as are manufacturers and suppliers. What is your cost if you customize it in a single system in a region? For chain companies, if there are multiple formats, it is necessary to consider setting up a sales department in one area. It is very important to change the format, change the region and keep the sales system unchanged. Where is the format of any industrial products in the future, especially fast-moving consumer goods, and how to enjoy the resources of chain industries. The milk of Longfeng, Master Kong and Bright Dairy all grew up from 199 1 together with the chain industry in Shanghai. Let's take a look at the changes in our format, from supermarkets of 300-400 meters to chain supermarkets, and then suddenly develop into Carrefour supermarkets of 4-5 kilometers. Now there are more than 60 hypermarkets in Shanghai. FMCG is active in hypermarkets, supermarket chains and convenience stores. Small and medium-sized supermarkets in Shanghai are very difficult to open now, and the planning problems in the early stage may not be well controlled. Now, small supermarkets near hypermarkets are falling down in batches. Chain stores in Shanghai did a lot in the early days. Why are they all small now? Because the format is too traditional and has not changed, and the business quota has been robbed. What will happen if the supermarket is so crazy? Vicious competition. How to deal with fast-moving consumer goods becoming a bargaining chip in low-price competition?
Another problem is that any enterprise doing market depends on the future of great development. Wal-Mart implemented the strategy, and so did China Resources. The real big chain enterprises in China are all billions of enterprises, and the main force is not supermarkets. Wal-Mart is a 3-4 km community store, and China Resources is a 4-6 km comprehensive store. Hypermarkets can only be opened in the economic center cities of big cities. If you drive to a place with a population of more than 200,000 below the district level, if you can't survive without the support of population consumption, you should miniaturize the hypermarket, concentrate household appliances and clothing, expand the proportion of food, especially fresh food, and then make it the main store to buy fast-moving consumer goods at one time, which is more in line with the current development of China. There may be more super leagues in the next step, and the form of super leagues may be different from that of hypermarkets. In the future, there is no longer the concept of a single hypermarket. For example, he will definitely be a shopping center. For example, he will rent out the first floor, and the second and third floors are hypermarkets. The same is true for the Super League. 4-6 thousand people will rent out their own supermarkets and rent out the rest. Pay attention at this time. Some rented venues are also fast-moving consumer goods. In addition, different formats have different requirements for different types of returns. Maybe the gross profit requirements and distribution requirements reflected by the company in the process of negotiation with you will be bigger and bigger, and the smaller the store, the higher the distribution requirements. For example, the convenience store has no stock, what should I do? Therefore, we should consider the problem from a strategic perspective.
5. Due to the trend that the scale of the supermarket falls back to the middle after it develops to both ends, it is necessary to correctly understand the innovation requirements of the supermarket format model.
Supermarkets develop into hypermarkets, and supermarkets move towards convenience stores in the process of development. They extend to both ends and both heads develop at the same time. To a certain extent, they will inevitably fall back to the middle. The first one is 4-6 thousand Super League this year, and then it will fall back to 1-2 thousand intensive fresh supermarket next year. The freshness in Shanghai is probably the worst in China. Wal-Mart has never been able to open a store in Shanghai. The first thing is to build a fresh food distribution center in Minhang and a processing base for agricultural products in Carrefour. The commercial chain industry in Shanghai will promote many industries, but none of them will promote urbanization agriculture.
In the past few years, Shanghai's development has been to the periphery. Nanjing Road Huaihai Road invested so much money just to hollow out the urban population. Now, the old house is demolished to build a new house, and the good people are invited in. Isn't the downtown optimized? There is no place to open supermarkets and farmers' markets in good locations. 1-2 thousand fresh supermarket, standing in the city center, has many rules, so we must understand them well.
6. It is necessary to foresee the development of professional chain stores, especially large-scale professional chain stores, and the competition of supermarket chains grabbing market segments.
Now we see many professional supermarkets, such as B&Q, Obeid, Homemart, IKEA, Gome, Suning and so on. Now this large professional chain stores will compete with our large supermarket chains to grab market segments. As soon as Gome, which sells household appliances, opened, the turnover of hypermarkets fell by 3 1% within one month, so did department stores and Quyang Commercial Center. How do companies compete? Ordinary chain companies can't open this category, and supermarkets will reduce this category, such as household goods and household appliances. What should a hypermarket operate? Fresh food can't ask people for channel fees at all, but it still depends on FMCG, so everyone's pressure will be very, very great this year.
7. How to treat the development of department stores and shopping centers, the development space and format transformation of supermarkets and specialty chain stores?
Xujiahui Huijin department store has a 20% discount all the year round, and its sales far exceed those of similar supermarkets. In 2002, he earned nearly1.200 million yuan. It is getting more and more difficult to develop a central city. Now the department store chain in the central city has started. Now the chain department store must be attached to the supermarket, and FMCG must enter. We can not only look to supermarkets, hypermarkets and convenience stores, but also to the department store industry. Department stores may develop at a very fast speed this year. The first department store, Hualian, Wangfujing in Beijing, Dayang Department Store in Dalian and China Department Store will only develop on a large scale, not on a small scale. So in the future, department stores in China will develop in three directions:
First, shopping centers, such as Zheng Da, second, urban commercial centers with 65,438+10,000 to 80,000 yuan, and third, supermarkets like Carrefour.
China people have a high demand for the selectivity of goods, so it will take some time for the method of single supplier discount store with single specification and single brand. We will wait and see, and it will be launched this year. If it is converted into a discount store system, chain stores will basically transfer orders. If you have an extra production line, we can do it, but your brand doesn't.
8. Attention should be paid to the development of international large-scale chain businesses in recent two years:
1) Pay attention to the domestic M&A activities of international chain enterprises, such as Carrefour's equity transfer, the acquisition of Trust-Mart and Wal-Mart's bid for Wanjia. Mergers and acquisitions of international chain stores in China are becoming more and more active. Carrefour wants to buy the concept of Trust-Mart. Now many Taiwan-funded enterprises have occupied a considerable share in fast-moving consumer goods. In the future, it is necessary to sell Chinese mainland's chain enterprises with Taiwan-funded background. Why did Carrefour buy Trust-Mart? Because Trust-Mart has opened the most stores in China. Wal-Mart is also interested in the acquisition. When China Resources bought Wanjia, Wal-Mart also bid, but the government did not agree. If he wants to destroy a competitor, he will buy you. I will continue to develop. In two years, you will be finished. Recently, in Liaoning and Tianjin, the government asked Carrefour to transfer more shares than our investment ratio, all of which are commercial listed companies. This transfer means that you can operate in the stock market in the future. Now the landing of the southern United States in Shanghai has been heated up. There are three companies participating in the competition, the first is Taiwan Province Uni-President, the second is Zheng Da, Thailand, and the third is Hongkong Milk International. Although there are more than 3,200 convenience stores in Shanghai, it is already difficult to enter. Now, if you want to enter, you must buy a shop and a company. So many companies are doing acquisitions. After buying the store, I will not change my card and manage the entrance. Then, after a certain number of years, they took chips from 500 stores to talk to American Southern companies.
2) Pay attention to the measures taken by international chain enterprises to integrate the supply chain, such as converting international purchasing trade orders into domestic ordering orders and building fresh food production bases. At the international procurement conference in April last year and the Shanghai procurement conference in June 5438+ 10 last year, Carrefour, Wal-Mart and other major international groups began to use their own international procurement systems as their supply chains. The light industrial products of food and daily necessities in China's international market have been internationalized, and China is a kingdom of food processing, light industrial food and daily necessities processing. This is the lowest value in the world. Therefore, it is not only the processing industry that foreigners set up shop in China. Wal-Mart uses international purchase trade orders to pressure domestic manufacturers to process and manufacture branded goods for Wal-Mart stores in China. If you want to be a discount store, you should order no less than 2.7 million yuan for a single product and no less than 26 million yuan for a single supplier every year. Single item, 2.7 million, is really not a small number.
3) the change and innovation trend of international chain enterprises; The most typical change is the joining of Wal-Mart. Among its 500 stores, 200 are shopping centers, dozens are other 247 are community stores. His 2000-meter fresh supermarket will soon enter the market.
It's rare to see Carrefour like China in Europe, and now these stores have been transformed.
4) The distribution trend of international chain stores' network. Wal-Mart generally focuses on the northeast, then on the east, and Carrefour focuses on the southwest. This network channel has a considerable impact on the sales and access of our products.