{"id":3394,"date":"2022-03-31T09:41:14","date_gmt":"2022-03-31T09:41:14","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=3394"},"modified":"2024-09-13T05:47:08","modified_gmt":"2024-09-13T05:47:08","slug":"the-digital-future-of-the-consumer-goods-industry","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/pt\/blog\/the-digital-future-of-the-consumer-goods-industry\/","title":{"rendered":"O futuro digital da ind\u00fastria de bens de consumo"},"content":{"rendered":"<p>Ap\u00f3s quatro d\u00e9cadas consecutivas de sucesso, as tend\u00eancias come\u00e7aram a mudar no <strong><a href=\"https:\/\/ivymobility.com\/pt\/\">ind\u00fastria de bens de consumo<\/a><\/strong> nos \u00faltimos anos. As empresas de bens de consumo tiveram de fazer mais mudan\u00e7as na forma como operam devido aos efeitos da COVID-19 em todo o mundo. Desde que as tend\u00eancias mudaram, as empresas de bens de consumo est\u00e3o a acelerar a digitaliza\u00e7\u00e3o em todas as fun\u00e7\u00f5es. As suas cadeias de abastecimento est\u00e3o sob enorme press\u00e3o, \u00e0 medida que os consumidores da nova gera\u00e7\u00e3o colocam novos desafios e remodelam o mercado. As empresas de bens de consumo precisam agora da ado\u00e7\u00e3o de tecnologias da nova era nos seus neg\u00f3cios, apoiadas pela Rota at\u00e9 ao Mercado (RTM) digital, para terem sucesso.<\/p>\n\n\n\n<p>Vamos discutir algumas dessas din\u00e2micas de mudan\u00e7a da ind\u00fastria que est\u00e3o levando as empresas de bens de consumo \u00e0 transforma\u00e7\u00e3o digital.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Vendas vs. Crescimento<\/strong><\/h4>\n\n\n\n<p>As marcas l\u00edderes de bens de consumo em diferentes categorias, como alimentos e bebidas, cuidados dom\u00e9sticos e cuidados de sa\u00fade e beleza, contribuem com mais de 50% do total de vendas. No entanto, os dados fornecidos pela US-Nielson de 2016 a 2020 mostram que estas marcas de bens de consumo registaram apenas 25% de crescimento neste sector, o que implica que os grandes intervenientes na ind\u00fastria n\u00e3o est\u00e3o a crescer como esperado. Al\u00e9m disso, a dimens\u00e3o destas empresas e as suas opera\u00e7\u00f5es n\u00e3o digitalizadas est\u00e3o a causar fugas de receitas. Alcan\u00e7ar efici\u00eancia nas opera\u00e7\u00f5es para impulsionar um melhor crescimento ano ap\u00f3s ano est\u00e1 se tornando uma das principais raz\u00f5es para as empresas de bens de consumo optarem pela digitaliza\u00e7\u00e3o.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/08\/Resizer.in-62e75f440d32e.jpg\" alt=\"Sistema de gerenciamento de distribui\u00e7\u00e3o\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>M\u00f3vel e Dados<\/strong><\/h4>\n\n\n\n<p>O aumento dr\u00e1stico no uso de telefones celulares levou a uma mudan\u00e7a de paradigma nas tend\u00eancias de compras e nas prefer\u00eancias dos consumidores. A \u00faltima d\u00e9cada viu o lento crescimento das lojas de com\u00e9rcio eletr\u00f4nico e o r\u00e1pido crescimento dos mercados. Estas tend\u00eancias emergentes, juntamente com os efeitos da pandemia de covid-19, levaram os consumidores a aceitar a tecnologia avan\u00e7ada de m\u00e3os abertas.&nbsp;<strong><a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/retail\/our%20insights\/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever\/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey<\/a><\/strong>&nbsp;afirma que os consumidores avan\u00e7aram uma d\u00e9cada \u00e0 frente da curva ao longo dos meses que durou a pandemia. A pr\u00f3xima d\u00e9cada garantir\u00e1 que esta transi\u00e7\u00e3o seja conclu\u00edda e que as empresas de bens de consumo sigam a tend\u00eancia, tornem-se digitais e alarguem excelentes experi\u00eancias de consumo.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Lealdade Transferida<\/strong><\/h4>\n\n\n\n<p>Os clientes est\u00e3o agora mais propensos do que nunca a mudar a lealdade de suas marcas favoritas. A pandemia tamb\u00e9m levou a v\u00e1rios casos de ruptura de stock, interrup\u00e7\u00f5es nas entregas e bloqueios que contribu\u00edram para esta mudan\u00e7a. Os clientes descobriram marcas menos conhecidas, marcas locais e marcas de luxo que antes eram desconhecidas. Grande <strong><a href=\"https:\/\/ivymobility.com\/pt\/Blog\/trends-shaping-the-consumer-goods-industry\/\">empresas de bens de consumo<\/a><\/strong> enfrentou enormes perdas quando esta mudan\u00e7a na lealdade se tornou um problema de longo prazo. Estar dispon\u00edvel em todas as geografias e conquistar essa participa\u00e7\u00e3o \u00e9 a solu\u00e7\u00e3o para que as empresas de bens de consumo permane\u00e7am relevantes. Eles podem conseguir isso digitalizando seus neg\u00f3cios e fazendo dos dados sua principal for\u00e7a. Melhores dados significam insights acion\u00e1veis sobre o comportamento do consumidor para decis\u00f5es eficazes.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Proximidade do Consumidor<\/strong><\/h4>\n\n\n\n<p>As empresas de bens de consumo do passado tentaram encaixar os consumidores em um tamanho global que elas presumiam servir para todos. No entanto, as marcas de CPG precisam investir na contrata\u00e7\u00e3o de talentos locais e tomar decis\u00f5es considerando tend\u00eancias regionais, insights e padr\u00f5es de uso de produtos. Inovar a partir de centros locais com a ajuda de capacidades globais de P&amp;D ajuda a desenvolver um produto espec\u00edfico para o mercado em semanas. As chances de escalar as vendas desses produtos s\u00e3o maiores, conforme comprovado por dados baseados nos h\u00e1bitos do consumidor. Para que uma empresa de bens de consumo consiga isso, o <a href=\"https:\/\/ivymobility.com\/pt\/Blog\/strategies-to-gain-market-share-in-new-routes-to-market\/\"><strong>estrat\u00e9gia de rota para o mercado<\/strong><\/a> deve ser digital, mas personaliz\u00e1vel para regi\u00f5es geogr\u00e1ficas.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/08\/Resizer.in-62e75e9ce2d76.jpg\" alt=\"Sistema de gerenciamento de distribui\u00e7\u00e3o baseado em nuvem\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Crescimento vs. Expans\u00e3o de Margem<\/strong><\/h4>\n\n\n\n<p>A maioria das empresas de CPG obteve mais lucros com a expans\u00e3o das margens alcan\u00e7adas nos produtos no ano passado. Os dados nos mostram que o topo <strong><a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/what-got-us-here-wont-get-us-there-a-new-model-for-the-consumer-goods-industry\" target=\"_blank\" rel=\"noopener nofollow\">30 CPGs obtiveram o dobro do lucro<\/a><\/strong> (50%) da expans\u00e3o da margem, enquanto o crescimento contribuiu para apenas 26% dos lucros da empresa. Um dos facilitadores da expans\u00e3o das margens \u00e9 a efici\u00eancia operacional, e a transforma\u00e7\u00e3o digital ajuda a alcan\u00e7\u00e1-la.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Conclus\u00e3o<\/h4>\n\n\n\n<p>Para enfrentar os mercados abertos e penetrar mais profundamente nos mercados existentes, as empresas de bens de consumo precisam de se concentrar no desenvolvimento de capacidades digitais que sejam escal\u00e1veis. O novo modelo deve focar na opera\u00e7\u00e3o centralizada <strong><a href=\"https:\/\/ivymobility.com\/pt\/distribution-management-system\/\">gerenciamento de distribui\u00e7\u00e3o<\/a><\/strong>, opera\u00e7\u00f5es transparentes entre diferentes hierarquias e capacidades de tomada de decis\u00f5es locais para apoiar um crescimento mais r\u00e1pido. Estas novas tecnologias devem estar dispon\u00edveis e acess\u00edveis em telem\u00f3veis e tablets para que a equipa de opera\u00e7\u00f5es no terreno possa fazer o melhor uso. Entre em um futuro digital promissor com sua marca de bens de consumo.<\/p>","protected":false},"featured_media":3395,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[14],"class_list":["post-3394","blog","type-blog","status-publish","has-post-thumbnail","hentry","categories-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Digital Future of the Consumer Goods Industry<\/title>\n<meta name=\"description\" content=\"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. Transformation is now inevitable with the amazing results it has achieved.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/pt\/blog\/the-digital-future-of-the-consumer-goods-industry\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Digital Future of the Consumer Goods Industry\" \/>\n<meta property=\"og:description\" content=\"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. Transformation is now inevitable with the amazing results it has achieved.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ivymobility.com\/pt\/blog\/the-digital-future-of-the-consumer-goods-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Ivy Mobility\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-13T05:47:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"452\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/\",\"url\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/\",\"name\":\"The Digital Future of the Consumer Goods Industry\",\"isPartOf\":{\"@id\":\"https:\/\/ivymobility.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg\",\"datePublished\":\"2022-03-31T09:41:14+00:00\",\"dateModified\":\"2024-09-13T05:47:08+00:00\",\"description\":\"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. Transformation is now inevitable with the amazing results it has achieved.\",\"breadcrumb\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage\",\"url\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg\",\"contentUrl\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg\",\"width\":452,\"height\":300,\"caption\":\"Consumer Goods Industry\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/ivymobility.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Digital Future of the Consumer Goods Industry\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ivymobility.com\/#website\",\"url\":\"https:\/\/ivymobility.com\/\",\"name\":\"Ivy Mobility\",\"description\":\"| Intelligent Route to Market Solution for the Consumer Goods Industry\",\"publisher\":{\"@id\":\"https:\/\/ivymobility.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ivymobility.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/ivymobility.com\/#organization\",\"name\":\"Ivy Mobility\",\"url\":\"https:\/\/ivymobility.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/ivymobility.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/01\/Ivy-Logo-1.png\",\"contentUrl\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/01\/Ivy-Logo-1.png\",\"width\":500,\"height\":167,\"caption\":\"Ivy Mobility\"},\"image\":{\"@id\":\"https:\/\/ivymobility.com\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"O futuro digital da ind\u00fastria de bens de consumo","description":"Uma grande mudan\u00e7a na tecnologia foi observada ap\u00f3s a \u00e9poca do COVID. Procuramos analisar as diferentes din\u00e2micas que t\u00eam favorecido estes movimentos. A transforma\u00e7\u00e3o \u00e9 agora inevit\u00e1vel com os resultados surpreendentes que alcan\u00e7ou.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ivymobility.com\/pt\/blog\/the-digital-future-of-the-consumer-goods-industry\/","og_locale":"pt_BR","og_type":"article","og_title":"The Digital Future of the Consumer Goods Industry","og_description":"A major shift in technology was seen post COVID times. We try to analyze the different dynamics that have favoured these movements. Transformation is now inevitable with the amazing results it has achieved.","og_url":"https:\/\/ivymobility.com\/pt\/blog\/the-digital-future-of-the-consumer-goods-industry\/","og_site_name":"Ivy Mobility","article_modified_time":"2024-09-13T05:47:08+00:00","og_image":[{"width":452,"height":300,"url":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. tempo de leitura":"4 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/","url":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/","name":"O futuro digital da ind\u00fastria de bens de consumo","isPartOf":{"@id":"https:\/\/ivymobility.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage"},"image":{"@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage"},"thumbnailUrl":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg","datePublished":"2022-03-31T09:41:14+00:00","dateModified":"2024-09-13T05:47:08+00:00","description":"Uma grande mudan\u00e7a na tecnologia foi observada ap\u00f3s a \u00e9poca do COVID. Procuramos analisar as diferentes din\u00e2micas que t\u00eam favorecido estes movimentos. A transforma\u00e7\u00e3o \u00e9 agora inevit\u00e1vel com os resultados surpreendentes que alcan\u00e7ou.","breadcrumb":{"@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#primaryimage","url":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg","contentUrl":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg","width":452,"height":300,"caption":"Consumer Goods Industry"},{"@type":"BreadcrumbList","@id":"https:\/\/ivymobility.com\/blog\/the-digital-future-of-the-consumer-goods-industry\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/ivymobility.com\/"},{"@type":"ListItem","position":2,"name":"The Digital Future of the Consumer Goods Industry"}]},{"@type":"WebSite","@id":"https:\/\/ivymobility.com\/#website","url":"https:\/\/ivymobility.com\/","name":"Mobilidade Ivy","description":"| Solu\u00e7\u00e3o inteligente de rota para o mercado para a ind\u00fastria de bens de consumo","publisher":{"@id":"https:\/\/ivymobility.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ivymobility.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"https:\/\/ivymobility.com\/#organization","name":"Mobilidade Ivy","url":"https:\/\/ivymobility.com\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/ivymobility.com\/#\/schema\/logo\/image\/","url":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/01\/Ivy-Logo-1.png","contentUrl":"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/01\/Ivy-Logo-1.png","width":500,"height":167,"caption":"Ivy Mobility"},"image":{"@id":"https:\/\/ivymobility.com\/#\/schema\/logo\/image\/"}}]}},"taxonomy_info":{"categories":[{"value":14,"label":"Blog"}]},"featured_image_src_large":["https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/03\/Hnet.com-march.jpg",452,300,false],"author_info":[],"comment_info":"","_links":{"self":[{"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/blog\/3394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/media\/3395"}],"wp:attachment":[{"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/media?parent=3394"}],"wp:term":[{"taxonomy":"categories","embeddable":true,"href":"https:\/\/ivymobility.com\/pt\/wp-json\/wp\/v2\/categories?post=3394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}