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Insight report of FMCG in China’s sinking market in 2020 From 58 Tongzhen

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The following is the Insight report of FMCG in China’s sinking market in 2020 From 58 Tongzhen recommended by recordtrend.com. And this article belongs to the classification: Consumer research, research report.

58 Tongzhen released the “insight report on FMCG in China’s sinking market in 2020” (hereinafter referred to as the “report”), focusing on the dimensions of FMCG market insight, consumption channels, marketing preference, and cognition of imported and domestic FMCG products, 5404 survey samples were collected through the survey of users in China’s sinking market. According to the survey data, the monthly expenditure of a family of two is high. Social media has become the main source of FMCG information for consumers in the sinking market. Users’ acceptance of products recommended by relatives and friends reaches 61.92%, and more than 93% of users shop online.

According to the report, from the perspective of consumption expenditure, the average monthly consumption of FMCG in the sinking market is 1231 yuan. The average monthly expenditure on FMCG of the two families was relatively high, reaching 1588 yuan.

According to the data of 58 towns, the consumption of rice, flour, cereals and oils accounted for 77.05%, followed by leisure snacks and milk drinks, accounting for 65.21% and 49.41% respectively.

93.15% of the sinking users have online shopping experience, convenience is the primary consideration of online shopping

According to the report, 93.15% of the sinking market users have had the experience of online shopping for FMCG, and 88.56% of the users will choose the dual online and offline shopping channels. Online shopping has gradually become the main channel for users to buy FMCG.

On the choice of offline consumption scenarios, 65.09% of the sinking market users choose large supermarkets. Due to the complete variety of products, standardized management, and the overall price advantage of goods, they are welcomed by consumers. On the Internet, 94.04% of consumers chose comprehensive e-commerce platforms to buy FMCG products, followed by social networking platforms and short video / live broadcasting platforms, accounting for 30.87% and 29.88% respectively. This shows that the integrated e-commerce platform is still the main channel for consumers to shop online.

Social media became the main source of FMCG information, and 61.92% of users accepted the recommendation of relatives and friends

According to the report, 57.07% of the sinking market users choose to learn about FMCG information through microblog, wechat and other social media. Followed by television broadcasting and store advertising, accounting for 48.08% and 40.12% respectively. This means that new media has surpassed traditional media and become the first channel for consumers in the sinking market to obtain FMCG information.

In terms of FMCG promotion form, 61.92% of the sinking market users are willing to accept the recommendation of relatives and friends, followed by commodity promotion advertising, accounting for 54.07%. In the form of promotion, 66.06% of the sinking market users preferred discount, followed by experience or trial, gifts, accounting for 35.86% and 31.31% respectively. Because the sinking market belongs to “acquaintance society”, with close interpersonal communication and strong trust between relatives and friends, it is very effective for relatives and friends to recommend FMCG products.

58 Tongzhen also analyzed the decision-making of consumers purchasing FMCG in the sinking market. 68.54% of consumers would purchase FMCG after comparing the cost performance of each brand. In the decision-making factors of consumers purchasing FMCG, quality is the core, accounting for 69.47%, followed by price and warranty period, accounting for 66.88% and 61.51% respectively.

63.92% of the customers had purchased imported FMCG products, and domestic medium price products were the first choice

Through the analysis of the consumption of imported FMCG, the report shows that 78.86% of the sinking market users only buy domestic brands or mainly domestic brands, and only 10.81% of the users only buy imported FMCG or import brands to buy more.

Among the sinking market users who have purchased imported FMCG products, most of the users’ monthly consumption amount is less than 2000 yuan, of which 45.22% are within 500 yuan, and 30.75% are between 500 yuan and 1000 yuan.

In terms of consumption preference, the data show that domestic medium price goods are the first choice of consumers in the sinking market, accounting for 72.65%, followed by domestic low price goods and imported medium price goods, which indicates that consumers have a higher preference for low-end goods with relatively low prices.

Around the consumption situation of FMCG in the sinking market, 58 Tongzhen provides practical data reference for the majority of businesses through the survey report, and also brings high-quality and efficient life information services for users in the sinking market through the national tens of thousands of 58 Tongzhen stationmaster. In the future, with the help of 58 Tongzhen, more sinking market users will enjoy simple and beautiful life service experience, and the majority of businesses will also get more sinking market opportunities and create greater value.

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