International Association of Computer Science and Information Technology(IACSIT)
FMCG (Fast Moving Consumer Goods) enterprises are rather unfamiliar with the use of e-commerce in China. The paper points out the necessity of integrating e-commerce for FMCG enterprises, starting with the analysis of four factors of developing e-commerce. With the analysis of advantages and deficiencies of FMCG enterprises developing e-commerce, the paper discusses objective requirement for FMCG enterprises and proposes the countermeasures based on the present situation of FMCG industry. FMCG industry from the composition, the food and beverage accounted for the main FMCG industry position, and their greatest potential in the core consumer groups and consumer groups focused on l5-30-year-old young consumers, this group also happens to be the main force of the internet.