在开始正文之前，我们先来普及一个概念：“快消品”——快速消费品（FMCG，Fast Moving Consumer Goods）指使用寿命较短，消费速度较快的消费品。最普遍的如食品、个人卫生用品、烟草及酒类和饮料。通常依靠消费者高频次和重复的使用与消耗、通过规模的市场量来获得利润和价值实现。渠道变革三驾马车：消费升级、恶性竞争、电商分流众所周知，快消品在经历了数十年的发展，已经形成了线下渠道为主，线上渠道为辅的格局。以饮料行业来说，线下渠道类型繁多，如大卖场、连锁超市、百货商店、连锁便利、加油站、小卖亭书报摊、学校（机构）食堂、火车（飞机、客车等）交通站点、景点旅游区、娱乐场所、医院、餐饮店等...
Before starting the body, let's spread the idea that "FMCG" - Fast Moving Consumer Goods (FMCG, Fast Moving Consumer Goods) refers to the short service life, Fast Consumer Goods consumption. The most common such as food, personal hygiene items, tobacco and alcohol and drinks. Often depend on the consumer and the use of high frequency and repeated consumption, through the size of the market to gain profit and value realization. Channel change troika: consumer upgrades, vicious competition, electricity shunt is well known, FMCG after decades of development, has formed the offline channel is given priority to, complementary pattern of online channels. In beverage industry, the offline channel type is various, such as supermarkets, chain supermarkets, department stores, chain convenience, gas stations, the small pavilion bookstall, the school (institution) canteen, train, plane, bus, etc.) traffic sites, scenic tourist area, entertainment venues, hospitals, restaurants, etc...
