Taking the pulse on current regional trends in the consumer goods sector, we explore evolving consumer behaviours, new products and innovations, and shifts across distribution.
In this edition, we examine consumer goods trends in China.
Distribution Trends: China
FMCG enterprises are using digital intelligent platforms to transform into the D2C model
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Through ERP, POS, CRM, private domain in different apps, the internet, and third-party information channels, FMCG enterprises are able to get comprehensive data on consumers. They are able to build a consumer behaviour database, and form a clear user portrait across all channels to position and analyse their target group.
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These omni-channel business platforms can also integrate online and offline dealers and retail stores, which helps enterprises manage their sale channels.
FMCG manufacturers are using the grid-based operation system of the O2O channel as an effective way to sell products
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The grid-based operation system is the newest method for positioning to target groups in O2O. FMCG manufacturers are taking advantage of previous data to create consumer portraits in a district.
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According to the created portraits, manufacturers are able to provide specific products in offline stores to maximize sales in this area.
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As of March 2022, more than 200 FMCG brands in China have adopted this system for targeted distribution.
