FMCG is the abbreviation of Fast Moving Consumer Goods, which refers to those consumer goods with short service life and fast consumption speed. The most easily understood fast-moving consumer goods include personal and home care products, food and beverage, tobacco and alcohol products. They are called fast-moving consumer goods because they are first of all daily necessities with high consumption frequency and short use time. A wide range of consumer groups have high requirements for consumption convenience, many and complex sales channels, traditional and emerging formats and other channels coexist, industry concentration is gradually increasing, and competition is becoming more difficult. FMCG is an impulsive purchase product, impromptu purchase decision, insensitive to the suggestions of people around, depends on personal preference, similar products do not need to be compared, product appearance/packaging, advertising promotion, price, etc. play an important role in sales .