后疫情时代母婴增长新机会.pdf

凯度消费者 指数大中华区总经理虞坚2020.10.09凯度消费者婴童指数 360度洞察消费者全渠道购买行为Kantar Worldpanel Baby+Kids Panel provides 360 understanding of consumers omni-channel shopping behavior 覆盖中国大陆城镇地区（不包含农村地区 ） Geographically cover urban China area 监测 0-6岁婴童 个体 Track 0-6 years old baby/kids individual 连续性及时地记录真实购物 行为 Continuously measure consumer purchasing behavior on real time basis 覆盖奶粉、纸尿裤、婴儿辅食、婴儿保健品、婴儿洗护产品、婴儿湿纸巾、儿童牛奶、儿童奶酪等 。 Cover IMF, diaper, infant food, nutrition supplement, baby toiletry, wiper, kid milk, kid cheese, etc.研究 0-6岁婴童Baby/Kids age 0-6 years old谁买的 Who在哪买的 Where扫描商品条形码 What单价 Price数量 Quantity是否促销 Promotion连续监测购买行为Continuous shopping behavior全渠道覆盖Omni-Channel Coverage 为样本提供具备标准扫描流程的扫描仪 /收集 APP，用以手机数据 Collect purchase data via scanner/mobile APPs 重点理解消费者的购买行为 Provide insight on consumer shopping behavior 母婴 店 MBS 大卖 场 Hypermarket 超市 Super Market 百货公司 Department Store 医院 Hospital 药房 Drugstore 亲友 赠送 Gift from Relatives 杂货店 Grocery B2C 电商 C2C 电商 微信 渠道 WeChat Purchase 海外 购买 Oversea Purchase 直销 Direct Sales 其他 Others23出生率持续下降，母婴 市场增长面临更大的挑战BB population will continue to decline, with more challenge for baby category to grow16.6 New Born Babies, 13.6 48.4 Age 4-6 Babies, 51.6 49.8 Age 0-3 Babies, 42.2 2015 2016 2017 2018 2019 2020 (F)全国婴幼儿人口数（百万）National Baby Population(Million)651154392019上半年2019H12020上半年2020H1“怀孕”关键词百度搜索指数均值“ pregnant” Baidu Search Index婴童品类同样受新冠疫情影响，疫情期间购买量减少Baby category performance was negatively impacted after COVID-19, mainly due to less trip volume +5%-2%+8%-0.03%Y2019 2020上半年2020H1整体快消品 婴童品类品类销额增幅 % Value. GR% VS Y.A.TTL FMCG Baby & Kids Category49 48 4951 5048 48 47 19P12 19P13 20P1 20P2 20P3 20P4 20P5 20P6单次购买量 (千克，片 )Vol./Trip (Kg, Piece)0-6个月宝宝纯母乳喂养率 %（ 8周 滚动 ）Pure Breast Feeding Rate (8 weeks rolling) among 0-6 Month babies, National China410%6%4%1%3%-3%9%5%-1% -1% -2%-3%婴儿辅食INF婴幼儿配方奶粉IMF儿童牛奶Kids Milk儿童奶酪Kids Cheese婴幼儿纸尿裤Diaper婴幼儿洗护ToiletriesMAT19Q2 MAT20Q2奶粉和辅食仍呈现高端化趋势，但消费者对价格更加敏感Shoppers become more price sensitive while continue purchasing premier products平均购买价格增幅Average Price Growth Rate2.63.7-1.4 -1.12.60.9 3.76.82.68.64.22.9 婴儿辅食INF婴幼儿配方奶粉IMF儿童牛奶Kids Milk儿童奶酪Kids Cheese婴幼儿纸尿裤Diaper婴幼儿洗护ToiletriesMAT19Q2 vs. MAT18Q2 MAT20Q2 vs. MAT19Q2促销率变化Promotion Rate Change Point5疫中各子类步调各异，疫后均已展现回暖趋势Recovery trend is going on while pace are different across sub-categories-30%-20%-10%0%10%20%30%2月 22日前 8周8 weeks3月 20日前 4周4 weeks4月 17日前 4周4 weeks5月 15日前 4周4 weeks6月 12日前 4周4 weeks增长品类稳定品类复苏品类婴童保健品Baby & Kids Nutrition Supplement婴童 快消品各组 同比 销额增幅Baby & Kids Sub-Category groups Val GR%婴幼儿辅食Infant Nutrition FoodBooming CategoriesStable CategoriesRecovering Categories婴童湿巾Wiper婴幼儿配方奶粉 (1段 4段）Infant Milk Powder (S1-S4)纸尿裤Diaper婴童洗护Toiletries数据源：凯度消费者指数，婴童样组， 0-6岁婴童，全国一到五线城镇， 2019P1-2020P6*婴童品类包含： 婴幼儿配方奶粉（ 1段 -4段），婴幼儿辅食，婴儿纸尿裤， 婴幼儿 湿巾， 婴幼儿 洗发水， 婴幼儿 沐浴乳， 婴幼儿 身体护理， 婴儿爽身粉，婴幼儿 口腔护理， 儿童 液态奶， 儿 童奶酪Data Source: Kantar Worldpanel, Baby & Kids Panel, Urban China, 0-6 yrs, 2019P1-2020P6*Baby & Kids Category includes Infant milk powder (S1-S4), Infant nutrition food, Diaper, Wiper, Shampoo, Personal wash, Body care, Body chill, Dental Care, Kids liquid milk and kids cheese6解码新常态下婴幼儿品牌的增长新路径Unlock Baby Brand Growth Under the New Normal把握 消费者核心需求Track the Needs Expansion聚焦主力人群诉求Focus Key Target Needs布局渠道格局转变Seize Channel Evolvement790后妈妈更精细， 85前妈妈更 愿意购买便捷性食品Post 90 moms are more sophisticated; pre 85 moms are more open to convenient food85前妈妈Pre 85s Mom90后妈妈Post 90s Mom食品类：Food：食品类：Food：非食品类：Non-Food：不同年龄段妈妈更倾向购买的品类Spend per buyer index, MAT20Q2, National China*倾向指数 : MAT20P6全国 85前或 90后妈妈在某一特定品类的年均花费 vs.所有妈妈在相同品类的年均花费 *100， 倾向指数 105为显著差异*Index: moms spend per buyer on a specific segment vs. spend per buyer on the same segment among total moms in MAT20P6*100, index105 is considered as significant婴幼儿配方奶粉IMF S1-S3婴儿辅食Infant Nutrition Food儿童牛奶Kids Milk4段奶粉Growing Up Formula纸尿裤Diaper婴幼儿洗护Baby Toiletry润肤霜Body Care湿巾Wiper885前 妈妈 更 愿意购买便捷性 的食品 ，同时要满足健康高端的需求Pre 85 moms are more open to convenient food， yet healthy and premium 婴儿辅食Infant Nutrition Food果泥，果汁泥，米粉Fruit Crush/Baby Cereal指数 Index112*指数 : MAT20P6全国 85前妈妈品类购买量 vs. 90后妈妈同品类购买量 *100*Index: pre 85 moms volume per buyer of a specific segment vs. post 90 moms volume per buyer of the same segment in MAT20P6 * 100指数 Index107儿童牛奶Kids Milk儿童牛奶Kids Milk配方牛奶Sci-PRO NUTR 5+6TM坚果牛奶Nuts added Milk有机米粉Organic Baby Cereal有机果泥 /果汁泥Organic Fruit Crush990后妈妈需求更精细，愿意为宝宝提供全方位的专业护理Post 90 moms are more sophisticated人均购买母婴品类 数Average baby & Kids Category purchased in MAT20P6, National China4.5 5.2 Pre 85 Moms85前妈妈Post 90 Moms90后妈妈90后妈妈需求更精细More sophisticated婴幼儿润肤露Body Care婴幼儿湿巾Wipe长效滋润Moist添加木糖醇Xylitol胚米精华Rice Embryo 山茶精华Camellia婴幼儿配方奶粉IMF(S1-S3)4段奶粉Growing up Formula10解码新常态下婴幼儿品牌的增长新路径Unlock Baby Brand Growth Under the New Normal把握消费者核心需求Track the Needs Expansion聚焦主力人群诉求Focus Key Target Needs布局渠道格局转变Seize Channel Evolvement11危中有机，疫后健康关注度显著提升，相关产品迎来机遇Health related products have more opportunities to grow促进肠道健康，增强抵抗力Enhance Intestinal Health & Immunity010002000300040005000免疫力 健康百度搜索指数趋势Baidu Search Index Trend卫生习惯加乘，安全双保险Hygiene Habits含 乳 铁蛋白， OPO成分配方奶粉Lacto-Ferrin， OPO IMF婴幼儿 益 生菌 产品Baby/Kids Probiotics婴幼儿专用 洗手 液Baby/Kids Hand Wash婴幼儿专用 洗衣 液Baby/Kids LaundryImmunity HealthValue GR Q2 vs. Q1: +28%*金额增幅 20P4-P6 vs. 20P1-P3* Value growth rate: 20P4-P6 vs. 20P1-P3Value GR Q2 vs. Q1: +9%Value GR Q2 vs. Q1: +11%Value GR Q2 vs. Q1: +21%指数Index12无论本土和进口品牌，贴合中国宝宝的需求，持续提升品牌质量至关重要Regardless of local or imported brands, offering products tailored to Chinese Children and Improving product quality are crucial to win buyers16%7%4%-7%Y2019 2020H12020上半年国产 进口婴童品类整体销额增幅Baby Category Value Growth Rate vs.LY 利用高科技研发手段，提供高质量产品Leverage high-tech to provide high quality product打造更适合中国宝宝的产品Offer products tailored to Chinese childrenLocal Imported“ 更适合中国宝宝体质”长短链益生元组合更 利于宝宝肠道健康加 量维 E搭配弱酸护肤屏障保护宝宝肌肤益 生菌 冲剂中国临床试验结果表明对 宝宝排便有促进作用13深耕细分品类市场，满足不同场景和人群需求Explore different usage occasions & consumer group needs满足人群 需求Meet Consumer Needs女孩 专用洗发水，沐浴露特点：滋养，柔顺，嫩 肤Girl Specific Shampoo针对不同性别宝宝 需求 ， 提供更有针对性的产品Products designed for different genderXXXL 超大码纸尿裤特点：大吸量，大尺寸，防侧 漏XXXL Big Size Diaper Pant针对大宝宝 需求， 扩大产品潜在市场Meet big baby needs满足场景 需求Meet Occasion Needs市场 Top20防晒品牌 中 , 45%已拥有婴童专属防晒产品Many brands offer baby/kid sunscreen product超薄 透气， 满足 夏日 需求Nude tech, thin & breathable婴幼儿 物理防晒乳液特点：温和不刺激，低敏保 湿Baby/kids Specific Sunscreen铂 金装夏季小桃裤特点：超薄透气，不返 渗Summer Diaper14优化阶段性细分市场，实现产品生命周期最大化Segment products by baby/kids age to create more occasions of consumption小皮 婴幼儿辅食阶段划分Little Freddie Infant Nutrition Food Stage Split从婴儿米粉 多样化辅食From Baby Cereal to a Complex Food Offerings婴幼儿米粉Baby Cereal0-6个月0-6 Months6-36个月6-36 Months12-36个月6-36 Months婴幼儿果泥 /果汁泥Fruit Crush婴幼儿佐餐泥Wet Food婴幼儿 饼干Baby Biscuits婴幼儿米粉Baby Cereal婴幼儿果泥Fruit Crush15持续发力中 童 市场，寻求增长新机会Seize the growth opportunity in toddlers婴幼儿配方奶粉渗透率变化IMF Penetration% Change PointMAT20Q2 vs. YA, National China-0.1-1.1 -1.31.0一阶段Stage 1二阶段Stage 2三阶段Stage 3 四阶段Stage 411.015.841.9三阶段婴幼儿奶粉Stage 3 IMF四阶段婴幼儿奶粉Stage 4 IMF儿童牛奶Kids Liquid Milk4-6岁儿童渗透率Penetration% within 4-6 yrs kidsin MAT20Q2, National China16解码新常态下婴幼儿品牌的增长新路径Unlock Baby Brand Growth Under the New Normal把握消费者核心需求Track the Needs Expansion聚焦主力人群诉求Focus Key Target Needs布局渠道格局转变Seize Channel Evolvement17受疫情影响，母婴店增速减缓，和线上渠道竞争加剧Competition between baby store & online become stronger渠道销额占比 %Channel Value %MAT20P6, National China渠道销售金额增速Channel Value Growth Rate%，National China291428437 56 46 7Key & A Cities上线城市BCD Cities下线城市WeChat 微信Oversea 海外亲友代购C2C 电商MT 现代通路BBS 母婴店B2C 电商2018 vs. 2019 19H1 vs. 20H1Baby Category整体婴童品类 +8% -0.03%Online线上渠道 +13% +12%BBS母婴店 +26% +14%18母婴店持续增加便捷性和用户粘性Baby stores continue to leverage O2O and manage CRM to reach and retain consumers私域流量 +会员体系，锁定消费者Private traffic + CRM program to lock buyers私域流量Private traffic门店到家O2O乐友门店入驻饿了么Leyouentered O2O Platforms2020上半年，婴幼儿品类中 O2O在全渠道金额占比 8.6%O2O accounts for 8.6% in baby FMCG sales value in 2020H1优化到家服务，增加便捷性Improve availability with O2O品类 /服务拓展，增加用户粘性Category & service expansion， retain shopper孩子王品类拓展 +早教Kidswant expand categories & early childhood development service孩子王 微 信小程序KidswantWeChat mini program19线上渠道加深数字化引流， 专业的跨境电商产品将取代非专业的代购Online continue to digitalize, and explore cross border business发展跨境直达Leverage CBEC to meet needs for imported跨境电商CBEC跨境电商为海外产品提供便利CBEC meets consumer needs for English label product线上直播增添互动性EC creates interaction through live stream 直播为线上增添互动性，提供咨询，增强用户体验Livestream improve user experience20解码新常态下婴幼儿品牌的增长新路径Unlock Brand Growth Under the New Normal货Product及时梳理疫情后创新机会，深化使用场景和 人群， 实现产品生命周期 最大化 ； 关注消费者对价格敏感性，提高价值 感 。Review innovation pipelines to ensure it can meet latest trend in terms of usage occasion and educate consumers to maximize product life time value.Closely monitor the price tier sensitivity, deliverthe best value proposition.人Consumer持续监测不同消费者的核心 诉 求和购买行为，通过差异 化人群触达 ，进行 深度运营Continuously tracking the purchase behavior difference of key consumer group and identifying their core needs, interests and product choice; tailor brand strategy and communication for different cohorts.借力数字化引流优势，发力 制胜渠道； 强化服务体验，利用社交触点形成全场景的拉新和转化。Improve in-store experience, exploit unique advantage of key digital media and platforms, utilize all effective touchpoints to drive traffic and conversion.场Channel21