Note to businesses selling consumer goods during Tet season

Tet is the “golden” time for FMCG (fast moving consumer goods) businesses to accelerate in the race to find revenue. But this is also a big challenge for small businesses and new products launched on the market.

In addition to traditional “shelf” channels, you also need to determine a strategy for guiding and selling products on online channels (messages, information, product prices, incentives, promotions, etc.).

Difficulty everywhere

It is known that Tet is the occasion for businesses to launch new products to serve the needs of consumers as well as gifts. However, in a market with a large number of businesses participating as it is today, the level of competition is therefore increasingly fierce.

Especially for small FMCG businesses, everywhere you look you see difficulties and challenges.

First, it is difficult to choose a location to rent and recruit staff to serve sales during the Tet holiday. Then, the price of fast-moving consumer goods is lower than other products, so the profit per unit of product is also low.

In addition, the product's usage time is short, so there must be a specific and accurate plan for product storage and consumption to avoid waste and damage.

Another challenging factor is that manufacturers do not deal directly with individual end users. FMCG products for consumers are delivered to end users through retail systems.

This also makes it difficult for manufacturers to research and calculate strategies for launching new products.

What direction for "rookies"?

The question for "newcomers" in the fast-moving consumer goods industry when entering the market at the end of the year is: How to impress consumers when everything is difficult?

According to Mr. Pham Ngoc Anh, a Sales and Marketing consultant for businesses, there are 4 requirements that small businesses selling fast-moving consumer goods need to pay attention to.

First, set goals that are within your capabilities. With a new product launched on the market, especially during the Tet holiday, there are both opportunities and challenges. Therefore, it is necessary to have appropriate goals to have the best plan for product development and consumption.

Next is to focus on the nutritional, health and emotional value for consumers. To attract customers' purchasing power, businesses should focus on the nutritional value of each product this Tet season. Along with that, Tet is a time for family and friends to gather together. Therefore, your product should be a brand that "brings a feeling of sharing" this Tet.

Investing in product packaging is also an important issue. The reason is that during Tet, gifts are a special “consumption feature”. Therefore, pay attention to ideas, designs as well as attaching personalization elements to “premium packaging”.

The packaging of a good quality product is prioritized in the following order of standards: Full product information on the packaging, sturdy and safe packaging materials, with a product safety/health certification mark.

Finally, choose “smart” advertising and distribution channels. Most consumers recognize good quality products through recommendations from friends/relatives, followed by TV/radio advertising and personal research.

Therefore, if you already have a base of some old customers, do not forget the "word of mouth" channel. And also depending on the scale and budget, you can choose suitable and effective forms of advertising.

In addition, the distribution channel is the "deciding point" of how your product reaches consumers.

So, be smart when choosing where your product will be placed on the shelves at supermarkets, convenience stores, authorized dealers or grocery stores, etc.?

In addition to the traditional “shelf” channels above, you also need to determine a strategy for guiding and selling products on online channels (messages, information, product prices, incentives, promotions, etc.).

Tet is approaching, businesses need to prepare the necessary things for the holiday right now. Therefore, understanding consumer shopping behavior as well as expectations from retailers will help manufacturers succeed in this vibrant holiday season.

According to Thuy Linh/vneconomy