Fast sale brand packaging sales difficulties
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Fast-moving consumer goods are those that have a shorter service life and a faster consumption rate. Consumers have a large demand for fast-moving consumer goods, so the market is large and the product cycle is short. The access roads for enterprises entering the market are short and wide.
Difficulties in sales of FMCG products:
1. Impulsive consumption
Through our research on consumer behavior, we find that consumers' purchasing decisions are often influenced by the promotion atmosphere, vivid display, and the store atmosphere. This kind of consumption is often the choice of consumers' moments and interest.
2. Serious homogenization
Due to the homogenization problem of FMCG in the market, that is, the production methods, production processes and delivery contents of similar products are almost the same, and even the outer packagings are similar, so it is easy to imitate each other in marketing methods. Gradually converging, resulting in brand differences are not easy to distinguish. Homogenization is not conducive to consumer identification or even confusion.
3. Bad brand adhesion
The stickiness and breadth of the promotion methods under the FMCG line are also not enough. Consumers' purchasing habits for FMCG products are simple, rapid, impulsive and emotional. It is common to change brands during purchase. In order to expand the influence and enhance brand awareness, companies often spend huge sums of money to organize events and advertise. But brand influence is hard to really translate into purchasing power.
In view of the various characteristics of the fast-moving consumer goods sales field, how to improve the consumer's stickiness to the brand, how to expand the awareness of the brand and avoid homogenization is the primary problem to be solved by the brand.