FMCG - yog dab tsi? FMCG ua lag luam thiab nws cov lag luam secrets

Koj puas tau pom rau lawv tus kheej, zoo li sawv nyob rau hauv ib tug kab ntawm lub tsev loj, mej cia li nkaum kiag rau hauv lub caj npab mus rau lub chaw ntawm cov nyiaj ntsuab register tais ntawm qhob noom xim kasfes tuav los yog zom cov pos hniav, yuav muab xa mus yam xyuam xim nyob rau hauv koj lub laub? Thaum lub sij hawm ntawd, tsis muaj realizing nws, koj yuav raug coj mus rau ib tug li ploy thiab yog li kom cov turnover ntawm cov nyiaj nyob rau hauv lub teb ntawm FMCG. "Yuav ua li cas yog nws?" - Koj nug. Cov khoom uas peb tag nrho lub ntsej muag rau ib tug tsis tu ncua thiab uas lossi xav tau. Xav paub cov lus teb rau cov lus nug txog cov khoom no yuav pab tau nyob rau hauv no tsab xov xwm.

Yuav ua li cas kom paub txog FMCG cov khoom?

Nrog rau cov kawm lus Askiv tsiaj ntawv yog txhais raws li "neeg cov khoom" (ceev mooving neeg khoom). Cias muab, qhov no yog dab tsi peb yuav yog tas li thiab ntau heev vim lub ceev ceev noj. Lawv tsiag ntawv los ntawm peb lub ntsiab nta:

• uas tsis muaj nqi;
• ceev siv;
• siv rau ib tug luv luv lub sij hawm lub sij hawm.

Tag nrho cov khoom uas tau kev pab los ntawm cov tsis muaj feem xyuam rau FMCG. Yuav ua li cas yog cov khoom? Tus thawj cov khoom uas muaj ib tug tsawg txee lub neej (mis nyuj, bakery khoom) thiab sai sai noj (luam yeeb, dej qab zib, qhob noom xim kasfes, haus dej cawv). Nyob rau hauv tas li ntawd, qhov no pab pawg neeg no muaj xws li tag nrho cov neeg hauv tsev neeg tshuaj (hmoov, tshuaj txhuam hniav, tshuaj ntxuav tes) thiab tshuaj pleev ib ce, daim ntawv thiab yas tais diav, tag nrho cov hom ntawm cov roj teeb, cov qhov muag teeb thiab thiaj li nyob.

Tshwj xeeb FMCG ua lag luam

Rau hauv sib piv, neeg durables, FMCG yog cheaper npaum li, thiab yog li ntawd mus khwv tau, tuam txhab uas muag nyob rau hauv daim teb no muaj lossi muaj ib tug siab turnover. Zaus ntawm purchase neeg cov khoom ntawm ib tug tsawg txaus nqi rau lawv - lub hauv paus ntawm tau txais ib tug zoo nyiaj.

Nyob rau hauv lub FMCG, raws li nyob rau hauv tsis muaj lwm yam cheeb tsam muaj lub siab tshaj plaws thiab lub tsiv sib txeeb ib qho chaw nyob rau hauv lub hnub. Uas yog vim li cas peb yuav tsis ua ib tug yuam kev nyob rau hauv xaiv txoj cai li zoo, pricing txoj cai, koj yuav tsum lossi kom abreast of, yog tab tom nrhiav rau cov khoom tshiab coj mus rau kev ua lag luam.

Tsev loj - qhov zoo tshaj plaws qhov chaw rau FMCG

Cov feem nrov nyob rau hauv lub realization ntawm xws khoom tau yeej tag nrho koj nyiam FMCG khw muag khoom chains hnub no, tsuas muab tso rau, supermarkets. Cov no yog cov nws tus kheej-kev pab cuam khw muag khoom noj kuj muaj peev xwm mus zoo muag lawv cov khoom txhua txhua hnub thov vim yog lub nram qab no Cheebtsam:

• ib tug ntau yam ntawm cov khoom;
• lub kuj tsis tshua muaj nqi ntawm ntau lawm;
• tag nrho cov loj cov khoom pawg yeej ib txwm muaj nyob (tas mus li muab kho dua).

Nyob rau hauv tas li ntawd, zoo npaj qhov kev tso kawm ntawm cov khoom nyob rau tag nrho ib ncig ntawm lub tsev loj (zoo xav tawm li zoo) yeej txhawb siab neeg kev ua si. Nws yog nyob rau hauv lub trading network yooj yim dua siv lub hauv paus ntsiab lus ntawm impulse yuav. Koj xav yog vim li cas lub showcase nrog chocolates, candies thiab zom cov pos hniav yog ib txwm nyob rau ntawm cov nyiaj ntsuab register, thiab cov mov rhawv feem ntau yog nyob rau hauv lub depths ntawm lub khw (taug kev mus rau lawv, involuntarily muaj mus taug kev yav dhau los thiab lwm yam khoom)? Tag nrho cov no yog tsis muaj kev huam yuaj, tab sis ib tug li ploy, yog heev nrov nyob rau hauv FMCG. Yuav ua li cas muab? Lub cib fim ua kom kev muag khoom thiab khwv tau thaum uas tsis muaj cov khoom muaj nqi.

Meej ntawm lub lag luam txoj cai nyob rau hauv FMCG-kheej

Los ntawm cov yam ntxwv yam ntxwv txog kev lagluam nyob rau hauv cov cheeb tsam no muaj xws li:

• tas mus li nce nyob rau hauv turnover (thaum txhua tus neeg yam khoom yog pheej yig, lub siab rov qab los yuav xwb coj ib tug tseem ceeb npaum li cas ntawm kev muag khoom);
• lub tseem ceeb tshaj plaws ib feem ntawm lub chaw ua hauj lwm - ua hauj lwm nrog tus neeg lub siab (nws yog ib qho tseem ceeb yuav tau hu rau lub buyers khov kho thiab feem ntau tsis nco qab muaj lub siab xav mus yuav ib yam khoom, tsim ib tug xav tau rau nws);
• ob yam uas yog ib qho tseem ceeb - qhov chaw cov khoom layout (rhawv nyob rau hauv ib tug supermarket) thiab cov neeg muab siab npuab (yuav tsum tau yuav tsum tau nyiam cov xim, los yeej muaj cov ntseeg siab).

Yog li, kom ciaj sia nyob rau hauv ib tug ntau yam ntawm cov khoom ntawm txhua txhua hnub noj thiab cov theem siab ntawm kev sib tw nyob rau hauv cov cheeb tsam no, thiab muaj ib tug ntau ua hauj lwm tsis tu ncua, lossi nyob rau hauv kev tshawb fawb ntawm cov khoom tshiab thiab siv tshiab li secrets, muaj ib tug tus nqi tsim nyog qib thiab ua rau kom turnover.

FMCG lag luam neej

Nyob rau hauv America thiab Western teb chaws Europe FMCG ua lag luam tau muaj rau ib tug ntev heev lub sij hawm thiab yog zoo ua ntej ntawm Russia nyob rau hauv cov nqe lus ntawm txoj kev loj hlob thiab lub koom haum. Qeb FMCG nyob rau hauv Russia tau ua ntau dua los yog tsawg tsim nyob rau hauv lub post-Soviet era. Nyob rau hauv cov ntaub ntawv no, ib tug ntawm cov thawj tuam txhab uas muag uas pib yuav tsum yeej xwb lub Lavxias teb sab kev ua lag luam ntawm ceev ceev neeg khoom, los ua lub tuam txhab "MARS". Txawm li cas los, nws tam sim no occupies ib tug uas txoj hauj lwm nyob rau hauv daim teb no. Sawv daws yeej paub tus tuav "Snickers" thiab "noj" chocolate "Dove" thiab khoom qab zib "Skitls". Txawm peb cov tsiaj los haus tau lawv cov khoom, gobbling khoom noj "Whiskas" los yog "Pedigree". Yuav sib txawv pab pawg thiab hom, peb tsis tseem xav hais tias nyob rau hauv qhov tseeb muaj ntau yam ntawm lawv - yog cia li sib txawv ntawm ib tug tag nrho. Ib tug xov tooj ntawm txawv khoom uas hais tias yog muag nyob rau hauv ntau hom, peb muaj peev xwm hais tias feem ntau ntawm lawv yuav mus rau tib lub loj hom ( "Nestle", "Wimm-Bill-Dann", "Coca-cola"). Qhov no qhia tias kev ua lag luam tswj kav zoo ib monopoly, thaum ob peb yam ntawm cov coob tuam txhab uas muag tuav nws yooj yim sib qhia. Me npe nyob rau hauv cov tej yam kev mob muaj kev nyuaj siab tab sis ib txhia ntawm lawv nrhiav tau lawv me me thiab muaj yam xyuam xim rau lub FMCG lag luam niaj hnub no. Yuav ua li cas yog no yog hais tias tsis yog ib tug muaj kev vam meej li lub tswv yim uas yuav pab tau yeej (los yog yeej) lub siab lub ntsws ntawm cov kev pab?