Interpretation Of The Pattern And Trend Of China'S Consumer Goods Industry As A Whole And Its Subdivision Areas

This year has entered the eighth year of the "double 11" is no doubt another shopping carnival, the major e-commerce platform turnover is expected to record.

Looking at the overall and subdivision of the consumer goods industry in China, what is the development pattern and trend? Roland Begg, a strategy consulting firms with rich experience in pformation, will release a series of reports on "pformation experts", looking ahead to the pformation of key areas to help enterprises win the future.

Roland Begg's "consumer goods enterprises, where the road is on the top of the road": the report uses the panoramic analysis to sort out the law of the development of the consumer goods industry and enterprises, and believes that under the background of China's economic pformation and upgrading and the subdivision of consumer demand, the consumer goods industry generally appears weak, and the evolution of the industry pattern and the replacement of the leading companies are accelerating.

In this era of "first king has gone, new king long live" era, enterprises need to understand the industry trend, identify their own positioning, formulate differentiated development goals, strategies and management priorities in different cycle stages, in order to seek substantial development.

Roland Begg's series report: "where is the way for the consumer goods enterprises?" - "kite Breakage" will reveal the essence behind the appearance of "changing the stars".

The life cycle of consumer goods enterprises presents a regular track of operation. During this period, enterprises will go through five stages, namely, the founding stage, growing stage, mature stage, declining stage and perish stage, and the four key turning points, such as rapid growth, strong breakthrough, leading position and gradual decline, with few exceptions.

Based on the path of enterprise development, the dynamic study of the panoramic market of multiple consumer products reveals a highly consistent operation rule: the overall evolution of China's consumer goods industry will go through five stages: "breaking the soil", "rising at the sun", "at the height of the day", "crisis brewing" and "white ant eating elephants".

At this stage, the industries in China's consumer goods industry show a distinctive pattern. The results of the panoramic analysis of Roland Begg's industry will help individual enterprises to understand and grasp the changing situation of the industry and provide the future for the enterprises.

Formulation and implementation of strategies and methods for navigation.

With the large-scale, extensive offline distribution and brand advantages, Haier, the industry leader, has established a strong core competitiveness.

In the absence of a breakthrough innovation in business mode, the industry structure is hard to change in the short term.

Although some local challenge enterprises have begun to take shape and develop well, it is difficult to shake the leading position.

Some traditional refrigerators have gone through the lack of product innovation and brand marketing capabilities.

With the strong control over upstream quality farms, extensive outlets and strong brand advantages, the largest two dairy companies have built a strong moat in the field of milk at room temperature.

Regional enterprises also have a good development trend, to a certain extent, they challenge traditional dairy giants.

Traditional brands rely on channel sinking and technological innovation to keep the leading position temporarily. However, some Internet eco enterprises rely on business mode innovation, and take user ecology, content ecology and hardware ecology as entry points, and have developed rapidly, and are gradually challenging the strength of traditional hegemony.

Under the impact of smart TV, the TV brand of manufacturing and hardware is not able to quickly adjust the direction of product development, and is losing ground.

Focusing on professional sports, Adidas focuses on fashion and leisure, featuring distinctive brand characteristics, strong research and development capabilities, and strong leading position.

However, with the segmentation of value demand of consumers, the brand of main sports fashion or low-level market consumer appeal has distinct and unique market positioning, which is challenging traditional leading companies.

Some of China's traditional sports leading brands are facing growing difficulties because of their increasingly ambiguous brand positioning, lack of innovative R & D capability and channel sinking.

Due to the rapid change of consumer demand and the decline of department stores, traditional traditional women's shoes enterprises are facing major downturn difficulties, which will be difficult in the short term.

Low price leather shoes and fast fashion cross-border brands are growing rapidly.

Men's shoes, representing brand AOKANG, have made outstanding achievements in recent years, relying on the advantages of Street store outlets and relying on multi brand and big store pformation strategies.

Under the impact of new challengers, traditional bottled faucets have been losing ground and showing negative growth.

The core selling point of farmer's spring water quality has been a great success.

Yi Bao and centenary mountain seize the market opportunities of high-end bottled water, and cut rapidly and grow rapidly.

As the brand and product positioning solidified, China's past skin protection brand overlord failed to change because of the times and finally fell down.

In the process of industry diversification, some traditional leading brands fail to adapt flexibly and can not meet the consumer's increasingly subdivided value demands, which leads to lack of growth and fatigue.

Daily chemical enterprises, which focus on low-level market, seize market segments, or relocate classic national brands, are gaining market share.

Due to

In the past, leading enterprises gradually lost their fast changing market share and were replaced by fast fashion brands that focused on design and quickly responded to changes in consumer demand, and replaced brands with basic quality but with high-quality fabrics and exquisite craftsmanship.