Analysis And Strategy Research Of FMCG E-commerce Market From Consumer Perspective

At this stage,the development of China’s e-commerce market has become a key driving force that drives the transformation and upgrading of traditional industries,stimulates consumer demand,and develops modern service industries.The rapid development of the e-commerce industry has promoted the continuous structural evolution of the FMCG market,and the e-commerce channel has gradually become the main driving force for the current and future development of the FMCG market.However,with the rapid prosperity of the Internet of Things and the Internet,and the gradual stratification of the consumer market,the sales strategy of promotion is gradually suffering from traffic bottlenecks,and the contradiction between the increasing demand for new consumption and the lagging supply of goods in the industry has become more intense.Consumer’s personalized experience and brand service quality are the key issues that the fast-moving consumer goods e-commerce market must pay attention to.Therefore,how to change the marketing mode of the e-commerce market from "people-oriented" to "people-oriented" is particularly important important.In view of this,this article is based on the relevant theories and knowledge of statistics,economics,and marketing,and focuses on people(consumers),goods(brands),and markets(sales channels).From the perspective of consumers,Ali As anexample,the e-commerce platform analyzes the development status and trends of China’s FMCG e-commerce market,analyzes in depth how brand manufacturers can achieve accurate and efficient matching of people,goods,and markets,and proposes corresponding crowd operation strategies.With a view to completing the digital transformation of "people-oriented sales creation" for the e-commerce market,we propose corresponding countermeasures and suggestions to achieve the sustained and vigorous development of the e-commerce industry in China.Based on the above background,the article first conducts a comprehensive analysis of the consumer level.Based on the analysis of the basic characteristics of consumers(gender,age,occupation,income level,etc.)and consumer preferences accumulated on the Alibaba e-commerce platform,the generalization of each segmented industry is general.Use the characteristics of the crowd characteristics(company employees,college students,urban trendy men,etc.)to identify and classify consumer groups with different characteristics.Clarify the eight categories of consumers driven by senior middle class,cutting-edge white-collar workers,exquisite moms,young people in towns,Gen Z,urban silver hair,middle-aged and elderly people in towns and urban blue-collar workers [Bain Consulting: 2019 China FMCG Online Population Strategy Report] The current and future development of the FMCG e-commerce market,at the same time,it is found that there arestructural differences in the consumption strength and consumption habits of these consumer groups.Secondly,starting from the dimensions of goods(brand)and market(marketing and promotion channels),through in-depth research on the number of brands used by different groups,sales of mid-to high-end brands,and the growth rate of the use of sub-categories to find consumer The needs of consumers are gradually diversified,high-end,and subdivided into categories;at the same time,different consumer groups have significant differences in product communication theme preferences and different market preferences.The new forces of the younger generation and the white-collar workers prefer the "face value "Economy",the blue ocean crowd prefers discount channels.Based on these characteristics,it analyzes the differences in consumer preferences for brands and marketing channels.Finally,according to the current status of Alibaba’s e-commerce platform,combined with Alibaba’s internal governance experience and the application and practice of precision marketing based on the platform,combined with case studies and theoretical research,in order to complete the digital transformation of “people-oriented sales creation” for the e-commerce market.Corresponding countermeasures and suggestions will realize the sustained and vigorous development of China’s e-commerce industry.