---
title: "The Most Important Things FMCG Companies Should Do Amid Consumption Upgrades"
description: "Since 2014, consumption upgrades have become the hottest topic in the FMCG industry. This article discusses the manifestations of consumption upgrades and suggests that companies should strengthen their products and weaken their brands to adapt to the new consumer landscape."
author: "胡伟（净泊子）"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-02-09"
language: "en"
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# The Most Important Things FMCG Companies Should Do Amid Consumption Upgrades

> Since 2014, consumption upgrades have become the hottest topic in the FMCG industry. This article discusses the manifestations of consumption upgrades and suggests that companies should strengthen their products and weaken their brands to adapt to the new consumer landscape.

**Click to read the original text for details**
Since 2014, consumption upgrades have become the hottest topic and phenomenon in the FMCG industry, continuing to this day. Observant peers will notice that even giants like Kangshifu, Master Kong, and Wahaha can be challenged, and niche brands can make a comeback.
Therefore, regarding consumption upgrades in the FMCG industry, I will elaborate from a personal perspective on the two most important things FMCG companies should do, hoping to inspire the industry and provide reference for enterprises:
**Where are the consumption upgrades in the FMCG industry?**
Today's FMCG marketing is no longer about simply picking up a brand, doing distribution and display, then following deep distribution methods to divide routes, holding ordering meetings, and selling millions in a year. I believe the current consumption upgrades in the FMCG industry are mainly reflected in the following aspects:
> **(1) Consumers' individual needs are strengthening, and diversified products meet different demands**
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> **(2) County towns are the main consumption areas**
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> **(3) Healthy, additive-free products become the main products**
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> **(4) Promotions are no longer about price competition**
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> **(5) Online, convenience stores, and specialized chain stores become the main shopping venues; large supermarkets are for browsing**
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> **(6) Marketing teams need to be contracted**
**What should FMCG companies do most amid consumption upgrades?**
Facing the above six aspects of consumption upgrades in the FMCG industry, what should companies that produce and operate FMCG products do now? I think they should do the following two things well:
**(1) Strengthen products:**
Product power is the core competitiveness of an enterprise. The key to consumption upgrades is that consumers have shifted from the post-70s and post-80s to the post-90s and post-00s. Therefore, when strengthening products, I suggest:
1. Conduct thorough consumer research and analysis;
2. Choose a memorable name rather than one with deep meaning, such as "Three Squirrels," which is easy to remember and personified;
3. Pay attention to packaging design, especially the combination of bright colors that appeal to young people;
4. Write a good product description (product concept), uncovering content that resonates with consumers—this is particularly crucial;
5. The outer packaging should be refined but not necessarily large; small and exquisite is the mainstream; large but sparse not only wastes resources but also deceives consumers;
6. Add interesting or participatory content to the product;
7. Don't just sell the product; also include content that sells experience and feeling;
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And so on. I hope the above provides reference for enterprises. Each company's product is different, so the copy will inevitably differ; success cannot be replicated. **In short, consumption driven by "a new lifestyle," "high-quality products with high cost-performance," "emotional identification," and "process experience" is the real opportunity for new products.**
**(2) Weaken brands:**
Whether online or offline, when consumers complete a purchase, they first think of buying a product, then where to buy it. Therefore, when shopping offline, they go to shopping malls or chain convenience stores, even the best locations in a city, rather than a specific merchant or even a specific brand.
When buying online, consumers think of going to Tmall, Taobao, or JD.com, such shopping platforms. For example, if they want to buy sportswear, they search for sportswear, and many options appear. Then they look at which ones are beautiful and attractive, and if interested, they check the price, then the merchant's credibility, then reviews from buyers and how many people have bought it. If everything is fine, they click to pay and complete the purchase.
Therefore, in consumption upgrades, consumers buy trust and experience, not brands!
Take Three Squirrels as another example: they plan to open 100 offline stores. Consumers buy snacks from Three Squirrels because they buy trust and fun, regardless of whether Three Squirrels is a century-old store.
Therefore, I believe the key to brand building lies in the number of your fans.
And now, as traditional advertising influence weakens, it is the best opportunity for small brands to build their own fan base and make a comeback.
This article is the author's personal opinion, and peers are welcome to correct it.
Hu Wei, pen name Jing Bozi, from Jiujiang, now living in Beijing, graduated from Nanjing University of Finance and Economics, a practical marketing expert in FMCG, founder of Jiujiang Jingbo Culture Communication Co., Ltd. He is a contributing writer for "Sales and Market," "New Food," and "Sugar, Tobacco, and Alcohol Weekly," with 15 years of practical FMCG marketing experience, focusing on the real economy and traditional channel operations, and has long-term research on China's macro economy.
Welcome peers to communicate and exchange.
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