1 The sales behavior analysis and precise marketing 2 recommendations of FMCG retails based on 3 geography methods 4

With the rapidly increasing of people’s purchasing power, the fast moving consumer 9 goods (FMCG) industry is supposed to grow dramatically. In order to gain more market access and 10 profile, it is important for the FMCG manufacturers and retailers to find the preferences and 11 provincial characteristics of consumers, to develop more suitable goods distribution strategy. Based 12 on retails marketing data with geographic characteristics, this paper proposes a new combination 13 of geography methods to solve the problems in distribution of FMCG. Via multiple K-means 14 clustering and cross validation of KNN half off, the mesoscopic sales features are extracted through 15 the classification of retails, which can indirectly grasp the consumer behavior characteristics. Based 16 on space division and Moran’ I spatial autocorrelation arithmetic, two strategies are developed to 17 satisfy consumer’s needs and promote sales, including conservative and positive strategies. 18 According to our analysis, the total sales volume of the regions will increase by 5.1% and 10.3%. 19 This study can be applied to the provide purchase strategies for FMCG retails according to their 20 locations. The research can explore the consumption potential of different areas, thus improving the 21 profile of retails and the development of economy in more mesoscopic scale. 22