--- title: "Online Marketing Paths and Methods for FMCG" description: "Traditional offline marketing models are divided into four types: direct sales, wholesale distribution, deep distribution, and deep co-marketing. This orientation made ubiquitous distribution a key marketing capability, with the 4P framework and terminal-oriented theory maturing. However, with demand saturation, traditional models face challenges, and online marketing logic shifts to: sales = fans (KOL) × activity × product variety." author: "方刚" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2016-07-23" language: "en" canonical: "https://xinjignxiao.com/en/articles/online-marketing-paths-and-methods-for-fmcg-d1fc5436/" markdown: "https://xinjignxiao.com/en/articles/online-marketing-paths-and-methods-for-fmcg-d1fc5436.md" original_source: "https://mp.weixin.qq.com/s/iZezMOdLxNzJFY3yWPXHdg" translation: "https://xinjignxiao.com/zh/articles/%E5%BF%AB%E6%B6%88%E5%93%81%E7%BA%BF%E4%B8%8A%E8%90%A5%E9%94%80%E8%B7%AF%E5%BE%84%E5%8F%8A%E6%96%B9%E6%B3%95-d1fc5436.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/online-marketing-paths-and-methods-for-fmcg-d1fc5436/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Online Marketing Paths and Methods for FMCG > Traditional offline marketing models are divided into four types: direct sales, wholesale distribution, deep distribution, and deep co-marketing. This orientation made ubiquitous distribution a key marketing capability, with the 4P framework and terminal-oriented theory maturing. However, with demand saturation, traditional models face challenges, and online marketing logic shifts to: sales = fans (KOL) × activity × product variety. Traditional offline marketing models are basically divided into four types: direct sales, customer wholesale agency, deep distribution, and deep co-marketing! Based on this orientation, the ubiquitous distribution capability of FMCG has become a large part of corporate marketing capability. The traditional offline marketing theoretical system, with 4P as the core and terminal occupation as the guide, has gradually matured, for example: Coca-Cola, Master Kong, Wahaha... This instant decision-making characteristic gave rise to category theory and selling point theory. Because when thirsty, I need water (water is the category), and then I decide what water to drink (brand selection, convenience of sales point, scene stimulation), etc. That is, because the purchase cost is not high, the purchase process has both fixed models and random possibilities! What is FMCG? The origin of FMCG comes from the concept of instant decision-making, which refers to purchase decisions made in a very short time. Especially for low-involvement "fast-moving consumer goods," consumer purchase behavior is instantaneous. In such decisions, due to the extremely short time, consumers show unconventional and irrational buying, such as not rationally considering cost-performance or brand influence. In 2012, I had a full-page discussion with Mr. Liu Chunxiong and Mr. Shi Xianlong in the channel edition of Sales and Marketing magazine, proposing theories such as deep distribution needing timely transformation, deep distribution being outdated, and deep distribution learning to exit! For example, after Wahaha reflected a decline in performance, it proposed the slogan of returning to the city! Since 2013, many enterprises have fallen into the quagmire of intensive cultivation: sales increased, but profits disappeared; territory expanded, but brand weakened; rural areas occupied, but cities lost... In the era of GDP growth and demand explosion, this model was almost invincible and created many famous brand enterprises! Downward expansion, inventory pressure, and promotion became the characteristics of this model. The sales logic of squeezing believed that water could still be squeezed from a dry towel... Among them, deep distribution was the most popular model in the past decade, emphasizing the "six determinations" of terminals (Baidu), fixed personnel visits, and two key performance indicators: distribution rate and single-store output. In this logic, consumers replaced the position of terminal channels! The methods and tools for finding and connecting with consumers (representatives) have fundamentally changed! The logic of online marketing: sales = fans (KOL) × activity × product variety! In this logic, there is no place for consumers, which explains why some traditional enterprises spend 90% of their marketing expenses on channel promotion! If I summarize the logic of traditional marketing, I always feel this formula is apt: sales = number of terminals × sell-through rate × product variety! Expanding territory, deep cultivation, and increasing distribution rate are to solve the number of terminals! Terminal vividness, visit performance, exclusivity, grabbing, and promotion are to solve single-store sell-through rate! With enough territory and enough active terminals, increasing product variety naturally increases sales! But after demand is greatly satisfied, is it over? Terminals are deeply cultivated, rural areas are occupied, territory reaches the edge... I began to reflect and summarize offline marketing: everyone knows that marketing is the process of discovering and satisfying needs! However, in the offline battle, with channel barriers composed of inventory pressure, promotion, store buying, and exclusivity, it is not easy to achieve this volume! But online, imported beer in this price range is also growing crazily! This tonnage is not a large proportion for the traditional beer industry, accounting for a few thousandths! (Total beer volume is 50 million tons) This spring, I saw data in the backend of a beer giant: a single product priced at over 60 yuan per box (12 cans) sold 15,000 tons in ten months across four online systems (JD, Tmall, Taobao, Yihaodian)! And this decline is almost unsolvable! In recent years, traditional FMCG giants have almost all encountered problems: performance decline has become the norm! Finally, a few directions for thought: 1. E-commerce is nothing more than two types: category e-commerce and brand e-commerce. Category e-commerce relies on price comparison and price competition; brand e-commerce relies on hype and playing cool... 2. Many people complain about e-commerce price cuts... The emergence of new productive forces is centered on improving efficiency and reducing costs! --- ## Copyright and AI use This article is sourced from New Distribution. 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