2018-2019场景营销市场分析报告.pptx

2018-2019场景营销市场分析报告,Users使用者,Shoppers购买者,在哪里?Where,谁?Who,什么时间?When,什么产品?What,为什么?Why,我们尝试全面观察同一个消费者一周的购买和使用行为。This is an attempt to observe the purchases and usages of a consumer in a week.重点城市+省会城市K+A City,覆盖从早到晚的重要消费场景Covering all important moment during a day,消费重要性%Occasion%消费次数增长率Occasion Growth,早餐Breakfast,29%+5%,上午茶Morning,Break,6%+15%,午餐Lunch,23%+11%,下午茶Afternoon,Break,8%+15%,晚餐Dinner,29%+3%,夜宵After Dinner,4%-10%,消费者更重视早餐Consumers pay more attention to breakfast.,早餐人群Weekly Penetration,95.6%,2017,2018,2017,2018,5.7,2017,2018,70.0%93.2%5.5,72.0%,2017,2018,早餐频次Weekly Frequency,备餐时间小于20分Preparing Time below 20 Min,营养均衡、美味丰盛是赢得早餐市场的两大利器。消费者对早餐的高品质追求凸显。Nutrition and taste are top reasons for breakfast choice, with growing demand for health andquality.,原因重要性% Occas原因重要性指数% Occas indexon TTL. Moment,营养均衡Nutrition,19%109,美味丰盛Flavor,14%100,日常习惯Habit,14%86,健康Health,13%106,高品质Quality,4%121,激烈角逐的早餐市场，三大阵营齐聚。Diversified choices to compete for breakfast occasions.基于早餐场景 In Breakfast Moment,饼干周消费人数：,2.4% 10.9%,Biscuit Weekly Penetration2015年底，亿滋引入焙朗，重点营销早餐场景，MDLZ launched Belvitato step into breakfast occasion,豆奶周消费人数：,5.6% 15.3%,Soybean Milk Weekly Penetration还带动了大豆在早餐期间的消费Halo Effect on Bean usage inBreakfast周消费人数：2.6% 7.7%Weekly Penetration食用油周消费人数：Cooking Oil Weekly Penetration26.9% 32.2%,29.3,17.2,16.7,14.3,11.4,10.8,10.7,8.1,4.8,鸡蛋Egg,牛奶Milk,蔬菜Vegetables,速冻食品Frozen Food,米饭类Rice,面包Bread,面食Flour,杂粮Food Grains,酸奶Yogurt,消费者最常选择的早餐产品Top choices for Breakfast早餐最常被选的品类 Top Categories for Breakfast周次数占比 Weekly Occasion% - 2018Q2,抓住年轻消费者，牛奶在早餐市场会有更好表现。How to grab the attention of young consumers (under 24) is critical for milk as breakfast.,备注：牛奶：常温液奶+低温牛奶 Milk：UHT+Fresh Milk,185 亿18.5 Billion RMB,早餐Breakfast消费次数占比Occasion%:65%,牛奶Milk,24岁以下(=45y/o)消费占比(Occasion%),早餐最常与牛奶搭配的品类Top Categories with Milk inBreakfast Occasion,面包Bread鸡蛋Egg,火腿/培根HAM/BACON速冻食品Frozen Food,12,34,决胜下午茶Win in Afternoon Break Moment下午茶原因，按原因重要性排序Reasons for Afternoon Moment，Ranking by reasons for choice,户内消费IN HOME,户外消费OUT OF HOME,下午茶最常被选择的品类Top categories in Afternoon Break Moment,24,13.4,8.7,8.1,7,5.7,5.1,3.8,3.6,3.5,水果Fruit,酸奶Yogurt,固体饮料Solid,drink,饼干Biscuits,外卖 O2O Delivery,坚果Nuts,膨化食品Crispy,Snack,蛋糕/派Cake/pie,牛奶Milk,果干Dried fruit,户内消费 - IN HOME,16.5,8.5,8.4,8.3,7.8,6.7,5.8,5.5,4.6,3.6,包装水 P_Water,碳酸饮料 CSD,即饮茶RTD Tea,冰激凌 P_Ice,Cream,酸奶 Yogurt,功能饮料,Functional Drink,即饮果汁 RTD,Juice,现制茶 On-,Premise Tea,现制冰激凌 On-,Premise Ice Cream,啤酒 Beer,户外消费 - OUT OF HOME,Vitality20%,“口味”和”解渴”致胜果汁市场下午茶。Flavor is most important reason for juice consumption in home whilethirsty crunch more important for OOH consumption.,即饮果汁 RTD Juice下午茶 Afternoon Moment,下午茶户内消费Afternoon Tea In Home,原因 Reasons,口味Flavor解渴Thirsty,33%24%,活力搭配小食Match 14%Snacks,下午茶户外消费Afternoon Tea Out of Home,原因 Reasons,解渴Thirsty口味Flavor,27%21%,健康Health习惯Habit,9%6%,冷压鲜榨果汁从味觉、健康和解渴上满足消费者需求NFC Juice successfully becomes a growth leader in OOH market.,即饮果汁 RTD Juice下午茶 Afternoon Moment,价格指数Price Index,7.2%,10.3%,增加650万消费者+6.5 million consumers,In the Office23%,227消费场所比重，重点城市+省会城市MAT18P6 VS LYConsumption Place Occasion% in K+A CityNFC渗透率，基于重点城市+省会城市，MAT18P6 VS LYNFC Penetration %, in K+A City,On the Street21%,Shopping21%,从肥宅水拓展到户外不同场景 。,Vita Tea successfully grows Out-of-home occasions.Vita Tea grows+36%消费场所重要性，重点城市+省会城市，MAT18P6 VS LYConsumption Place Occasion% in K+A City,即饮果汁 RTD Juice下午茶 Afternoon Moment,On the Street27%,In the Office20%,Shopping19%,晚餐，家人团聚的美好时光,Dinner time for families.,相比于早餐和午餐，晚餐是更温情的家庭时光，精细烹饪且食材种类丰富Dinner is critical for families, with longer meal preparing time and more categories used.,早餐,Breakfast午餐Lunch晚餐,Dinner,与家人就餐比例Occa% share with Family,烹饪时间大于40分钟Preparing Time 40 Min,每餐品类数量Category per Occasion,89%86%91%,3%,23%34%,2.3,5.36.1,活力Vitality解渴For Thirsty美味Delicious天然Nature放松Relax,+4 pt+4 pt+3 pt+1 pt+1 pt,晚餐更加丰富，推崇美味和健康More opportunities in dinner assortment vitality can be an communication point,晚餐 Dinner,晚餐增长最快品类 消费次数占比变化Fast Growing Categories in Dinner Occasion% Change,晚餐原因 消费次数占比变化Fast Growing Reasons in Dinner Occasion% Change,水产Sea food黄油Butter水果Fruit,147,禽肉Poultry豆类Bean白酒Spirits,258,白糖Sugar饮品Beverage面粉Flour,369,晚餐可为饮品带来更多的额外消费者。突出健康、配餐特性。Dinner moments will bring more beverage opportunities if we can leverage health benefits andmake sure beverage match the meal.,11.232.2OOH,IH,家庭消费带来11.2%额外的消费人群,饮品渗透率 周度，重点城市+省会城市，基于个人消费者Beverage Weekly Penetration, K+A, Individual,健康Healthy197配餐Match With Meal143饮品包含即饮茶、果汁、碳酸、亚洲传统饮料、功能饮料Beverage include RTD Tea, RTD Juice, CSD, Asian Traditional Drink, Functional Drink,原因指数Reason Index,In Home Consumption Build 11.2%Incremental Penetration for beverage43%晚餐消费人数占比Dinner User%,以同一消费者为中心，360度还原他们的行为Benefits for a Consumer Centric 360 View Study,01同源数据，全方位了解消费者户内、户外消费场景。Single source to measurewhat people buy and howthey consume on specificoccasion.,02真实记录数据，联动购买和使用，对消费这行为了解更具体。Real-time recording todiagnose consumer purchaseand consumption to activateoccasion based opportunities.,03通过研究不同使用场景下的使用原因，优化消费者沟通策略Understand reason forchoices in specific occasionsand to optimizecommunication strategy.,