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1、浅谈经济危机下之快销品业绩提升（Performance improvement of fast selling products under economic crisis）Since the economic crisis, raw material and production costs not decline, enterprise product gross margin in the period, but Chinese slowed the growth of national income, reduce expenditure, market demand graduall
2、y reduced. Consumers also gradually rational. The rate of new consumers trial purchase is lower, and the success rate of new products is lower.The economic crisis has prompted stores to promote sales and promotions in order to maintain performance and profits. However, consumers do not increase thei
3、r purchases because of promotions. Instead, they are cautious shopping, spending less and shopping less.As a member of the FMCG industry, I have thought about the idea of improving the performance of some fast selling products. I hope to communicate with you to improve the performance and profit of
4、fast selling products and pass the economic crisis.Before the economic crisis:1, Chinas national income and expenditure has grown rapidly. Rapid changes in market demand, products, channels continue to be subdivided. Even a single channel, a single product, has a very large market.2, consumer income
5、 increased, the new trial purchase rate is high, consumers affected by the external environment, impulse consumption mostly.3, consumers in different places, the opportunity to buy the same product, the corresponding needs are also different. The factors that influence the purchase decision vary gre
6、atly with the channel.4, competition among manufacturers is mainly concentrated in terminal competition (Chen Lie).5, raw material prices are not rising, and the gross profit margin of products is not decreasing.6, the promotion of shopping malls mainly concentrated during the festival, the normal p
7、eriod of promotional items less.In the economic crisis:1, Chinas national income growth slowed and expenditure decreased. Decrease in market demand.2, consumers shopping gradually rational, new attempt to buy less, shopping frequency decreased.3, consumers in different places, the opportunity to buy
8、 the same product, the corresponding needs are different, but shopping more rational.4, competition among manufacturers is mainly concentrated in terminal price competition.5, manufacturing costs declined, gross margin improved.6, the promotion of shopping malls constantly, promotional items rich.Th
9、e economic crisis has led to changes in channel management, while the cost of channel operation has not increased, while the performance of the channel has been improvedI. Changes in modern channels1, shopping malls: in order to maintain performance and profitsA, promotions, promotions, items, sales
10、.B, squeeze suppliers profits and keep their profits.C, adjust the product mix, reduce SKU, and enlarge the best seller.2, consumers: reduce spending, rational shoppingA, shopping frequency decreasesB did not increase consumption because of the big promotion.Instead, C will be cautious about shoppin
11、g and spending less3, manufacturers: reduce profits and maintain performanceA, shopping malls are not put into promotional expenses, performance has not increased, profits decreased.B, products are not promoted, not soldTwo, changes in traditional channels1, terminal stores: reduced sales, to mainta
12、in profitsA, reduce inventory, prevent product backlog.B, increase cooperation with manufacturers to promote sales.C, the new business will weaken, focusing on selling products and high margin products.2, consumers: rational shopping, reduce spendingThe frequency of shopping in A and traditional cha
13、nnels is decreasing, and the frequency of centralized shopping is increasing.3, manufacturers: to maintain performance, competition is fierceA, traditional channels, manufacturers are more competitive, channel operating costs increased.On the whole, it is suggested that FMCG enterprises should impro
14、ve their performance as follows:1, the effective use of centralized resources.A, make good use of social resourcesFor example: make good use of dealer / supplier resources and establish strategic partnership with distributors / suppliersB, good, just used on the bladeFor example: review promotions a
15、nd business planning, re allocation of resourcesC, focus on businessFor example: centralized resources, stable performance upgrade, from the point - line - surface gradually upgrade, hierarchical management.2, streamline SKU and optimize business details.A, retaining the best-selling, competitive, a
16、nd market prospects of products, natural rotation, the owner will be strong management.(b) SKU streamlining, business, single product, service enhancement.C) single item available resources increase competitiveness.B, remove weak, low gross profit, unfavorable long-term development products(a) a dec
17、rease in deadweight costs, a certain increase in available resources and benefits(b) immediately reduce the low margin, negative net profit product losses, the overall profit increaseWhen companies are streamlining their SKU, there will be a lot of resistance to sales within the enterprise, as detai
18、led below:A, total sales decline (first reduction, incremental)(a) during the economic crisis, slow moving products, terminal business will be worse, more slow rotation, sales promotion difficulties, and even drag down the best-selling goods business.B) after streamlining the SKU, due to the focus o
19、f business, terminal business will be strong, single SKU available resources increased, sales growth accelerated, corporate profits gradually improved.B, competitors will take advantage of a weak pointA) this product is streamlined SKU, no longer operating, have to give up, you do not have to consid
20、er whether competing products management.B) should change ideas, focus on business priorities, SKU, build core products, beyond competition products.C, total performance target unchanged, reached low, low bonus.(a) performance objectives can be readjusted, adjusted to SKU / growth goals, and no long
21、er tested for leaner SKU.D, KA, after the shelf, row surface is small, sales will decline.(b) consumers do not care about the size of the line, only the product is what they need, and whether the product display attracts the impulse to purchase.(c) consumer stimuli are more important than row size.3
22、, continue to consumer demand oriented consumer promotion strategy.A, consumers are more likely to give priority to saving money and value when the economy is in crisisFor example: the promotion of discount package, household products.Buy, buy, buy, open prizes and other promotional activities.B, co
23、nsumer stimulation, vivid, mining potential consumers and the transfer of competing goods, consumers become consumers of this product.For example, consumers in the economic crisis make it more likely to be attracted by promotions.4, consumer shopping habits oriented channel product strategyA, consum
24、ers in different places, the opportunity to buy the same product, the corresponding needs are different, but shopping more rational.A) consumers used to shopping in the mall to products rich, convenient and cheap, the economic crisis makes consumers shopping more is cheap, at the same time in order
25、to save money in the community will reduce the shopping frequency, and will focus on shopping, then this product in the display community store will be much less effective, and pay more attention to the store product promotion.B) consumers used to get on the train, high-speed service area to buy 5 y
26、uan / barrel of instant noodles, business crisis consumers may choose to bring their own food, estimate the location of the consumer before the trip near the supermarket has become the focus, such as college students before the holiday, the University and the surrounding KA shop supermarket has beco
27、me the focus of the barrel surface.B, according to consumer shopping habits, classification channel type, according to different types of different products management.(a) different shopping habits of consumers in different channels.For example, consumers in the hypermarket shopping purpose (product
28、s rich, easy and cheap), community store (convenient), and doesnt care whether the chain, or an important area, whether to meet the shopping needs.(b) consumer demand for products in different channels is differentFor example: consumers will not buy large packaged products in the commercial / pedest
29、rian street, instant noodles (not only plain noodles), commercial street and pedestrian street should focus on the operation of both drinks.These are some of the personal sales of fast products to improve some of the recommendations, in detail, welcome to communicate with you, to sell goods through
30、the economic crisis, and make contributions to enhance profits. Welcome to globrand (global brand network) the authors discuss your views and opinions, Guo Sanbin, e-mail: mobile phone: 13379213233 contact (contact me, please indicate that you are in the global brand to see this article.) Enter the Guo Sanbin article listCheck out all of Guo Sanbins Essays