The fast-moving consumer goods (FMCG) industry is mainly divided into four sub-sectors:

Personal Care Products Industry, made up of oral care, hair care, personal cleansing, cosmetics, paper towels, shoe care products and shaving products;

Home Care Industry, made up of fabric cleaning products such as laundry soap and synthetic detergent, and household cleaning products such as kitchen utensils cleanser, floor cleanser, toilet cleanser, air freshener, insecticide, insect repellent and buffing compound.

Branded Food and Beverage Industry, made up of health beverages, soft drinks, baked goods, chocolate, ice cream, coffee, processed fruits and meat, dairy products, bottled water and branded rice, sugar products;

Tobacco Industry.

Compared with other consumer goods, FMCG is distinctive in terms of purchasing decision and buying process. FMCG are bought with impulses; consumers with improvised purchase decisions, are insensitive to recommendations from people around, but rely on personal preferences. Consumers usually do not compare the similar products; therefore the packaging, advertisement promotion, prices, selling points, etc. play important roles for sales.

In summary, there are three basic characteristics of FMCG, namely:
1. Convenience: consumers can buy the products in nearby place according to their habits.
2. Visual products: consumers are easily influence by the store atmosphere.
3. Low brand loyalty: consumers can easily switch to similar products of different brands.

These characteristics determine that FMCG consumers have buying habits such as: simple, quick, impulsive, and emotional.
● Great market potential and fierce competition
In China, the fast moving consumer goods market has tremendous potential for development. Low entry barriers, low cost, and fast recovery of funds, so the market is filled with a great number of products, each brand occupying a certain market share.
● An inevitable trend to enhance the brand by product concept
Brand awareness is a very important factor for sales. Compared with consumer durables, FMCG have low consumer sensitivity, and the products are highly substitutable. Their product quality can easily be sensed by consumers, and will significantly determine the second-time purchase and loyalty of costumers. Take the purchase of shampoo for example; consumers tend to purchase and use different products and brands, becoming more and more fickle and picky in subtle details. Unlike IT or electronic products which are continuously upgraded to gain new technology, functions, and significant changes, in terms of product essence FMCG are in lack of changes. Therefore, to constantly introduce new ideas into practice is the source of brand power.

In short, FMCG is the start of modern marketing theory, which is one significant chapter that demonstrates sales management and communication skills. To condense the industry into one formula: FMCG = the basic principles + more attentions to the detail + innovative product concepts + the necessary advertising spending + long-term brand maintenance.

 Case 1 Industry research projects on bakery bread industry

Services Type: In-depth industrial research

Project Overview:
The Client is one of Taiwan's largest Food manufacturing Group, the company is committed to explore the global market as far as the United States, Canada, Japan, Europe, Southeast Asia. The company is fully dedicated to serve the Chinese mainland market in recent years and become one of the highest amounts of investment in the mainland China with more than 30 wholly owned or Joint Ventures in Shanghai, Beijing. Tianjin, and other cities.

The company attaches great importance to Chinese mainland market, preparing to enter the bakery and pastry industry. They want to understand the competition landscape, industry structure, production and marketing strategy in the bread and pastry industry. We are commissioned to offer the industry research for bread and pastry industry.

 

Our Solution:
General industry analysis
Industry overview, brief introduction, historical review of the development of the industry, current industry development status and pattern analysis, industry trends analysis, market capacity analysis, forecast on the sales growth rate and its trend, the industry's gross profit margin, current return on equity and development trend forecast.
The general characteristics of the industry
Industry Structure Analysis
Porter 5 Forces analysis, the five basic competitive forces ( potential entrants, substitutes, buyers, suppliers, current competitiveness) within the industry.

......

Client's Comments:
Shanghai Huaran Investment Consulting Co, Ltd has clear vision of our customized requirements. They have conducted serious detailed pre-research and initiate strong control of the industrial situation. Their consulting services exert significant meaning for us as we enter into a fresh new industry and we are expecting more cooperation with them in near future.

 

案例2 CBD企业未来发展咨询项目

 

业务类别：企业发展战略咨询

 项目概况：

CBD是一家跨国食品饮料企业,此企业作为世界上最大的快消品公司之一,市场占有率高,处于行业的龙头地位。此企业的组织结构由三个全球业务单元和一个全球运营中心组成。其中,全球运营中心又包括市场开发组织和全球业务服务。

在过去的几十年中，此企业建立了标准化的新产品上市流程, 市场的结果显示,，标准化的新产品上市流程, 大幅度提高了成功的机率。

定价机制方面, 它采取全球统一定价战略。从渠道里来说, 此企业的分销渠道包括两部分, 一是直接供给沃尔玛、家乐福、乐购等大型超市, 再一个是通过区域代理, 分销到一些小型超市和小卖部。随着快速消费品网络销售的兴起, 此企业也开始把更多的目光放到了网络。

企业在制定全球化发展战略的进程中，面临市场格局多变化，价格战持续白热化，为了在竞争市场取得一席之地，并保持持续的销售增长，公司聘请了上海华然投资咨询有限公司进行了企业未来发展战略规划。在为期3个月集中咨询过程中，华然咨询顾问们凭借丰富的咨询经验，完成了蓝海战略诊断、企业发展规划等方面内容。

华然解决方案：

华然解决问题的思路：结合企业外部环境分析以及内部环境分析, 得出各种主要内部优势、劣势和外部的机会和威胁等, 通过调查列举出来, 并依照矩阵形式排列, 然后用系统分析的思想,得出一个结果,使得企业发展方向更为明确。

第一部分，外部环境分析

宏观环境分析(PEST)。我们从政治法律、经济、文化、科技四个方面深度剖析了快消行业所处的外部环境，为企业发展提供了宏观面指向。

微观环境分析(波特五力模型)。我们从企业角度出发，利用迈克尔 波特的五种竞争力模型, 从“进入威胁、替代威胁、买方的议价能力、供应方的议价能力和现有竞争对手的竞争”五方面对企业所处市场进行分析。

第二部分，内部环境分析

通过对企业的组织、营销能力、供应链、财务等方面的客观分析，我们发现企业内部管理与全球一体化战略背道而驰的组织协调方式, 提出企业当地职能部门以接受全球生意单元领导为主而以接受当地区域行政总裁领导为辅的模式, 所有的产品定位、定价、策略都是全球制定。

压缩供应链时间,提高供应链反应速度,是此企业供应链优化的一个重要方面。通过深入分析供应链上下游之间的紧密配合,从细节入手，针对各个环节, 对供应链进行高效管理。

通过对此企业近年财务年报分析, 我们从偿债能力、运营能力、获利能力及发展能力四个方面来对其财务进行分析, 以看出企业的偿债能力,特别是短期偿债能力存在一定问题, 长期偿债能力尚可; 运营能力较好,经营能力强。资金的使用率比较高; 获利能力逐年不断增强, 发展能力减弱, 总资产增长率呈负增长。

第三部分，SWOT分析

通过外部环境分析和内部环境分析, 我们总结出此企业在中国市场上的优势、劣势、机会和威胁四种因素, 并做出SWOT矩阵分析表。

……

 客户评价：

华然咨询项目组通过对我企业认真细致、深入缜密的前期调研、分析，采用定量和定性分析相结合的科学分析方法，并借助各种科学合理的管理工具和模型，为我企业提供的解决方案内容科学、系统、专业、合理、新颖，对我企业的管理工作具有极高的操作价值和指导意义。

 

 

案例3 例某企业新产品投资价值分析报告

业务类别：市场进入研究

项目概况：

客户公司从事家电生产领域，在市场中表现出良好业绩，积累了一定的资金资本，预备进入快消行业。但是，客户对于行业了解有限，且伴随护理品市场竞争的日益激烈，客户公司急需寻找新的市场突破口。了解市场需求，行业是否具备差异化竞争优势是客户正在考虑的重要战略问题。为了能够对市场有更为清晰的分析和判断，客户邀请华然咨询为其进行新产品的市场进入研究。

客户关键问题：

1．掌握该产品在国内市场的竞争格局；

2．掌握该产品在国际市场的规模、竞争与发展趋势；

3．分析客户公司进军该新产品市场的优势、劣势、机会和威胁；

4．分析客户公司进军该新产品市场的投资回报情况；

5．分析客户公司进军该新产品市场对本企业的影响以及对当地护理品行业的影响。

华然解决方案：

1．华然咨询根据客户需求，通过对国内外行业信息的充分收集，对市场环境进行定量及定性分析。

2．华然咨询结合对客户和当地护理品市场的了解，充分研究客户的竞争优劣势及对周边利益群体的影响。

3．华然咨询与客户方财务部门共同开展投资回报分析，为公司管理层判断该项目投资可行性提供依据。

客户评价：

华然咨询的贡献不仅仅在于提出了一系列价值较高的咨询报告，也在于顾问们对客户高度负责的责任心，对工作一丝不苟的态度，兢兢业业的敬业精神，贯穿于咨询过程中的深入沟通与培训。公司决定双方建立合作伙伴关系，共同携手，开创未来。

 

 

案例4乳品企业创新营销模式咨询项目

业务类别：营销战略咨询

项目概况：

当前中国的乳业正处于快速发展的阶段, 企业间的整合与竞争变得更加激烈, 企业要想生存, 就必须适应市场发展的需要，企业必须在适应的过程中寻求发展之道。而创新是发展的根本。委托企业正是希望能够创新现有营销模式，升级渠道开发，力争改革创新现有的营销运行模式形成对行业的冲击。

企业委托华然咨询为其现有营销模式进行深度改革，发掘新的销售渠道，重新界定消费群体。 

 

华然解决方案：

­华然以为要以创新营销来促进企业发展，主要从三哥方面展开研究和探索——渠道、市场推广、产品。产品是企业运营的核心，市场是企业发展的途径，创新是企业升级的灵魂。

 

一渠道创新以渠道增值为核心

1.渠道增值服务

（1）         专送渠道

（2）         传统零售渠道

1.2终端媒体化

1.2.1核心销售信息传播

1.2.2产品包装

1.2.3终端产品陈列要显眼

1.2.4销售辅助用品

1.2.5销售说辞

1.2.6终端销售的角色

1.2.7让顾客成为再次传播的主角

1.2.8发挥终端媒体的互动作用

 

 

3.产品创新：适应新型消费者的消费需求

3.1消费群体的划分

3.2消费者的消费态度

3.2.1健康

3.2.2口感

3.2.3意识

3.3当前乳制品创新的方向

3.3.1植物蛋白类产品

3.3.2风味水果类产品

3.3.3有机食品

 

客户评价：

华然咨询创新营销管理模式，具有很强的操作性和适用性，有助于企业达到系统规范的客户管理的要求。