What is FMCG? Please search Baidu for: instant decision Previously, the mainstream marketing origin of traditional FMCG was instant decision! The influence of terminal distribution rate and Coca-Cola's 'four to' (or 'three to') is still felt today; Instant decision applies to traditional terminals (offline) and also to online channels! However, offline channel traffic is inherent, while online traffic is achieved by pulling. Both types of traffic cost money for enterprises. But in the early days of e-commerce popularity, communication costs were low, and some even had communication privileges (low cost, or even free); In the future, these costs will become higher and higher! Offline terminals were not that expensive initially either. So, when e-commerce costs rise, online and offline costs tend to balance, and even offline costs become lower than online. This is one reason why B-end platform e-commerce targets C-end consumers. Because of instant decision, low value, price transparency, etc., e-commerce initially did not include FMCG products that lack e-commerce attributes; The three magic weapons of traditional FMCG: distribution rate, vivid display, and advertising promotion; In e-commerce logic, these are transformed into: traffic, scenario-based, and interaction; Traditional FMCG vs. e-commerce PK scenario simulation: one group makes TV ads and holds POP, the other uses Weibo, WeChat, and holds mobile phones... One group uses News Broadcast style, the other uses Martian language... One is mainstream, the other is trendy; In the first three quarters of 2015, national soft drink sales were about 130 million tons, a year-on-year increase of only 4%. In 2014, this growth rate was 13%. From 2001 to 2011, the average annual growth rate of national soft drink sales exceeded 20%. Five years ago, manufacturers could casually launch a beverage and put it in the channel to sell; today, sell-through has become a big problem... Traditional FMCG success is mostly built on channel terminal teams constructed through deep distribution or deep cooperative distribution models. For big brands, this team is often tens of thousands or even hundreds of thousands of troops, guarding mainstream sales! The transformation of this group is a huge project, and directly transferring to the new world's incremental competition is extremely difficult! For traditional FMCG enterprises, a more stable approach is to have two teams to conquer the world: one to capture mainstream sales, and one to layout future trendy brands! One team uses human wave tactics in channel terminals; one is a special force of fans and mouse clicks! From a brand perspective, the marketing department has a team to gather fans online. From a sales perspective, one team captures mainstream sales, and one team captures trendy sales! From a channel layout perspective, incremental brands (varieties) re-layout distributors! Gather fans online, capture terminals (channels) offline! Online can shout, offline can do! Trendy attracts attention, mainstream repairs the earth! Update your channel classification standards: offline sweep streets, online sweep networks! Offline terminals still rely on deep distribution (cooperative distribution) iron army for street sweeping; online terminals establish supplementary networks, and new terminals such as platform e-commerce, urban distributed e-commerce, and community e-commerce are handled by another team! In an era of mainstream shrinking and trendy robbing, many distributors (manufacturers) will suffer from schizophrenia: mainstream OR trendy. In the age of schizophrenia, three types of brands will be born: the first is internet original brands, characterized by shouting online and selling online! The second is internet composite brands, characterized by shouting online (also doing) and doing offline! The third is internet outsider brands, shouting offline and doing offline! The first type: Three Squirrels The second type: Jiang Xiaobai, Xiaoming Classmate The third type: compare yourself Distributors can also be classified this way, according to their equipment. For example: some distributors still keep manual accounts Others are already equipped with visit sales software, management platforms, and modern tools; Who will win? It cannot be generalized, but two things are certain: 1. Youth defeats age! 2. Innovation defeats conservatism. Regardless of enterprise or distributor, if they cannot update (thoughts, equipment) in three years, they are in danger. The last sentence: This is an age of schizophrenia! -END- Content Selection Reply with the following keywords to categorize and read related articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Stagnation, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Channel Promotion, Sales Misunderstandings, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Channel Conflict, KA, Terminal Vivid Display, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, New Salespeople, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Inventory Pressure, Holidays, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.