FMCG kev lag luam nqos lub ntiaj teb

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Cov neeg ua haujlwm hauv khw muag khoom, cov lus "FMCG kev ua lag luam" tau rov ua ob peb zaug hauv ib hnub. Txawm hais tias muaj coob tus tsis to taub tag nrho lub ntsiab lus ntawm no abbreviation. Fast Moving Consumer Goods - Cov neeg siv khoom txav ceev ceev. Logically, nws yuav tsum yog qhob cij, mis nyuj, zom cov pos hniav, luam yeeb, khoom siv hauv tsev.

Tsis yog txhua yam yooj yim: cov khoom teev npe tau muab faib ua peb pawg. Tsuas yog ib qho ntawm lawv tuaj yeem raug xaiv los ua cov khoom lag luam nkag mus rau hauv FMCG lag luam - zom cov pos hniav thiab luam yeeb. Classical cov cim ntawm cov khoom uas muaj nyob rau hauv no sector:

1. Tus nqi qis.
2. Producer margin is low.
3. High purchase zaus.
4. Muaj peev xwm tsim kom muaj kev xav tau los ntawm kev lag luam.
5. siv sijhawm luv.
6. Impulsive purchase decision.

Nws ua raws li cov khoom siv hauv tsev tsis suav nrog hauv kev ua lag luam FMCG. Piv txwv li, lub tub yees: kev txiav txim siab yuav khoom yog ua kom paub meej, kev xaiv tau ntev, qhov yuav tsum tau yuavtshwm sim thaum lub qub yog tawm ntawm kev txiav txim los yog obsolete. Tsis tshua muaj tshwm sim. Khoom noj khoom haus thiab mis nyuj: txhua tsev neeg yuav cov khoom no txhua hnub. Tab sis tag nrho cov ntim ntawm kev yuav khoom ntawm cov khoom no tsis tuaj yeem cuam tshuam. Yog ib tsev neeg noj ib qho mov ci hauv ib hnub, tsis muaj nyiaj tshaj tawm yuav yuam kom lawv noj ntau dua. Tsuas yog qhov zoo thiab tus nqi tuaj yeem cuam tshuam qhov kev txiav txim siab yuav khob cij los ntawm ib lub chaw tsim khoom, tsis muaj kev lag luam yuav txuag tau cov qhob cij underbaked.

Qhov saum toj no qhia lwm qhov cim ntawm cov khoom lag luam nkag mus rau FMCG: cov neeg siv khoom tsis xav tias xav tau nws heev. Qhov tseeb, koj tuaj yeem ua tsis tau zom cov pos hniav, tsis muaj luam yeeb thiab. Tom qab tag nrho, txij thaum yug los txog rau thaum lub sijhawm luam yeeb los ua qhov tsim nyog, tus neeg ua tau zoo heev yam tsis muaj nicotine.

Qhov tseeb tias cov khoom lag luam no muaj kev xa rov qab qis rau kev muag khoom yuam cov chaw tsim khoom nrog kev paub hauv FMCG kev lag luam los txhawb nws txoj kev nce ntxiv siv ob txoj hauv kev:

• Qhia rau cov neeg siv khoom kawg kom dav li sai tau txog qhov tseem ceeb thiab qhov tsim nyog ntawm cov khoom;
• ua kom cov khoom siv tau raws li qhov ua tau rau cov neeg siv khoom kawg.

Thawj yog ua tiav los ntawm kev tshaj tawm. Nws tuaj yeem yog kev tshaj tawm meej: banners, streamers, tshaj tawm hauv xov xwm. Nthuav tshaj tawm (lub cim tseem ceeb ntawm cov yeeb yaj kiab tso rau ib pob luam yeeb - qhov ze rau qhov sib cais thib ob), cov khoom siv los ntawm "cov kws tshaj lij ywj pheej" txog cov txiaj ntsig ntawm cov khoom, lwm txoj hauv kev cuam tshuam rau cov neeg siv khoom lub siab.

Qhov thib ob tshwm sim hauv kev tawm tsam rau qhov chaw ntawm lub khw muag khoom txee. Ntawm no thiab them nyiaj rau ib qho chaw ntawm ib lub txee hauv thaj tsam ntawm qhov siab tshaj plawsQhov tshwm sim ntawm kev yuav khoom (ze li qhov ua tau mus rau qhov kev txiav tawm, ntawm qib ntawm tus neeg yuav khoom lub qhov muag). Nyob rau tib lub sijhawm, cov neeg muag khoom tau txais kev cob qhia ua haujlwm nrog lub txee, uas nws txoj haujlwm yog los tsim cov khoom ntawm lub txee raws li cov qauv kev lag luam thiab cov phiaj xwm. Yog tias ib yam khoom xav tau tub yees ua ntej noj, cov chaw tsim khoom yuav qiv lub tub yees rau lub khw muag khoom.

Dhau li ntawm, cov tuam txhab lag luam pheej niaj hnub tuav cov phiaj xwm los txhawb lawv cov npe, FMCG kev lag luam tsis nyiam cov neeg so ntawm lawv cov laurels. Thaum cov chaw tsim khoom ntawm cov dej carbonated txo qis kev lag luam, nws tam sim ntawd poob kev lag luam. Txoj haujlwm neuro-linguistic programming ntawm cov neeg ua haujlwm muag khoom kuj tseem raug siv: tus neeg uas ib zaug muag ib lub npe nrov ntawm cov dej sparkling yuav tsis haus dej ntawm lub tuam txhab sib tw.