2018-2019中国消费行为分析报告.pptx

,2018-2019中国消费行为分析报告,所买,Occasion,消费者Consumers年龄，性别，收入地区，心理等Age, Gender, Income,Region, andPersonalities.,所想Think,品牌认知Brand Awareness购买途径Shopping Channels,所看See媒介接触点消费者媒介习惯调研（包括电视、手机、网络等）Media Touch PointConsumer Media Behavior (Incl.TV, Mobile and Internet etc.)Shop购物篮分析产品，渠道促销，价格，包装Shopping MissionPromotion, Price and Package,所用Use使用者画像使用时机分析使用原因分析User Profile, UsageLinkQ U&A,消费者指数：以消费者为核心，记录完整消费路径中的各个环节Kantar WorldpanelOur consumer panels monitor shopper and usage patterns on a continuous basis through theirwhole shopping trips.,Food & Beverage market,overview,包装食品饮料市场趋势,7.3,2012,2017年中国GDP在连续下滑五年后首次回暖，人均可支配收入仍旧保持增长态势2017 GDP in China rebounds for the first time since 5 years ago, while disposable income kept the same growthmomentum.城镇居民可支配收入增长,12.67.9,9.77.8,7.07.3,8.26.9,中国GDP 增长China GDPGrowth%,2013,2014,2015,2016,Urban Residential disposable incomeGrowth%7.86.96.7,2017,7.1%,5.7%4.3%,4.3%2.8%,7.4%,10.2%,7.5%,6%4%,8%,12%10%,18%16%14%,Total FMCG,Food,Non-food,2%0%4Q2013 1Q2014 2Q2014 3Q2014 4Q2014 1Q20115 2Q2015 3Q2015 4Q2015 1Q2016 2Q2016 3Q2016 4Q2016 1Q2017 2Q2017 3Q2017 4Q2017滚动52周Rolling 52 Weeks,自2017年第三季度快消品整体市场回暖，增速4.3%FMCG growth has been coming back since 2017Q3, and reached to 4.3% growth till end of 2017.同比增长率%,GR% VS YA20%,截止2017全年对比,销售低速增长+3%Value SalesSlows,持续高端化+3%ContinuousPremiumisation,单次购买量停滞-1%Smaller TripSpending,购买频次减少-3%Reduced ShoppingFrequency,2017年中国包装食品饮料消费市场仍旧乘高端化趋势，而购物篮却越来越精简2017Food & Beverage in China continues showing a trend of premiumisation, while baskets size are gettingsmaller with less number of baskets.,城镇化加剧+3%ContinuousUrbanization,品牌在创新研究和新品发展上投入巨额资金Billions of dollars are poured into innovation research and development every yearTtulo del grfico的世界五百强品牌在过去一年中都推出了新产品of the 500 top performingbrands globally had newlaunches in past 1 year,1.4%,单品能在上市一年后达到0.1%的渗透率Only 1.4% new launches(SKU)managed to reach apenetration of 0.1% in a year.8,%规模新品,% top launches,23%,23%,18%,显著负影响StronglyNegative 10%,能够为品类带来价值的新品才能在长期为品牌获益 这同时也是零售商的核心关注点Growing the value of thecategory as a whole is morebeneficial over the long term-and is top priority for retailers,但是只有18%的新品上市能为品类带来显著的正面提升However, only 18% launches have significantly positive effect on category sales品类增量大小占比Size of category impact36%,创新之道,了解消费者新生活方式Understanding New Lifestyle组织要适应新格局Adapting in New Retail找到适合的新平台Find the new right platform,食品饮料品牌主需通过“三新”谋求适合时代发展的出路3 News to lead growth for food & beverage.,新生活- 这个世界变了，它变得更大也小，同时更健康,This world is new- it has become bigger yet smaller, meanwhilehealthier.,12,药品Medical6.9%8.3%,教育/娱乐Education/Recreation10.6%11.2%,通讯Communication12.3%13.6%,29.2%,衣物Clothing7.8%,6.8%,住宿Housing22.7%,22.1%,办公用品/服务Staple/Services6.1%,6.2%,快消品FMCGY2013 31.2%,Y2017Y2013Y2017,四年之间，中国人的人均开销花费在通讯，教育/娱乐，药品上更多；而快消品花费所占比例更少From 2013 to 2017, Chinese per capita spending on communication, education, recreation and medicalincreased, less on FMCG.2017年对比2013年中国人均开销支出占比%2017 vs 2013 Per Capita Spending %,对比2013年上涨超过0.5ppt对比2013年下降超过0.5ppt,我们的生活方式也发生了改变 生活场景更大更多样Our lifestyle is changing our living scenes have changed bigger and more diversified.,“黄牛”贩售价格：50-60人民币/杯,Starbucks星巴克+1 家店 / 15 小时HrsPenetration in Key & A Cities2017年12月13,2017年中国电影收入：559亿人民币，同比+13.5%,14,我们的生活方式也发生了改变地球变得更小了，外出旅游的增多让消费 者有更多机会触及更多商品Our lifestyle is changing- The world is becoming smaller- Travelling abroad has increased the chance for overseaproducts to distributed further and deeper in china.,131百万次131 Mil Times2017年人次Travel Times50亿次50 BN Times,+7%同比16年增长率%Travel Times GR% vs YA+13%,出境国内游,整体零食增长率：Total Snack GR% 2017Dec vs YA:0%进口零食增长率：Total Snack GR% 2017Dec vs YA:+6%*零食: 糖果，膨化零食，饼干，布丁，蛋糕*Snack: Confectionary, Puffed Snack, Biscuit, Pudding, SoftCake.,+8%酸奶Yogurt,+42%豆奶Soybean Milk,+9%包装水Package Water,+10%乳酪Cheese,+18%固体营养粉Nutrient Solid Drink,我们的生活方式也发生了改变人们变得更健康了Our lifestyle is changing- People are becoming healthier.50%Penetration% of taking exercises at leastonce a week每周至少运动一次人数比例销售额增长率% 2017年vs.2016年Value Growth Rate%, 2017 vs 2016,新格局- 人人都说新零售,Win in New Retail.,17,2017.8.9淘宝便利店上线Taobaoconvenientstorelaunched,随着16年底国务院出台零售转型文件，过去两年新零售相关新闻层出不穷，零售开启新纪元New Retails have stream of news since end of 2016 when Governmental documents have been released tosupport new retail.2017.7.5阿里巴巴推出“天猫精灵” TmallGenie wasintroduced,2017.1.1 永辉 超级物种 在福州开业 YHs first Super Species Store opened inFuzhou2018.2 步步高 智能零售与京东腾讯合作 Better Life announced to corporate withJD and Tencent.,2017.12.盒马鲜生 截止目前9个城市35家Hemaxiansheng has 35 stores in 9 cities.2017.11.20 阿里入股高鑫零售 持股36% Alibaba invested in Sun Artgroup and hold its share around 36%.,人,Consumers消费者,Product产品,新零售的核心是运用数据和技术，对于人货场的重构The core of new retail is the use of data and technology to reconstruct linkage among consumers, productsand channels.消费场景Shopping Field场货,Rejuvenate brand through technology,and consumer personal experience,天猫品牌日,零食市场面临新零售的挑战同时也存在机遇；通过调整格局变化来适应“人、货、场”结合的新零售时代Organization is facing challenges and opportunities at the same time; adjusting organization structure properly,创造天猫品牌日：2017年5月6日Create Tmall Brand Festival线上可个性化定制涂鸦包装奥利奥Can design and order personalized paintingpackage.方便多样化,could help to identify growth engine in the new retail era.人 货,通过技术与体验的加持，重新品牌 结合电商技术线上线下齐发力发力 Online*Offline multi platformscampaign activity to help deliver brandimage.音乐盒线上线下联动AR游戏19,场,乐纯酸奶成功运用人货场相结合，在2017年成功的将市场体量扩大了4倍Lepur successfully reconstruct linkage among consumers, products and channels, which has made its,market size 4 times bigger in 2017 vs 2016.,高端化口碑爆款,人,货,德国进口技术它是国内真正的滤乳清酸奶85年滤乳清酸奶德国老牌工艺GEAWestfalia提供技术顾问和设备支持。覆盖全国冷链,高端化产品：乐纯酸奶每盒平均25元 通过技术与体验的加持，进一步推 结合电商技术线上线下齐发力人民币, 每KG单价是酸奶均价的9倍 广品牌 Online*Offline multi platformsPremium Products: Lepur Yogurt per box 25 campaign activity to help deliver brandimage.,场,线上带动品牌线下精选渠道它是星级酒店行政主厨的共同选择。随后进入绿叶子，Citysuper等高端精品超市和全家罗森等便利店。,销售额2017年上涨+464%GR% VS 2016,22,新平台- 搭好数字化快车队,How to win in the fast changing digital world?,23,9.38%,9.01%,8.65%,8.31%,58.97%,56.79%,53.98%,50.32%,45.85%,40.61%,35.79%,31.52%,2.47%14.68%,2.53%13.31%,2.44%11.11%,2.20%9.51%,1.74%7.12%,1.32%4.10%,0.80%1.77%,0.80%0.60%,9.88%10.77%2010,9.47%14.77%2011,9.95%19.41%2012,9.56%25.54%2013,33.14%2014,42.30%2015,50.57%2016F,56.73%2017F,互联网Internet,户外Outdoor,传统电视TV,报纸Newspaper,杂志Magazine,调频广播Radio,互联网已经是主流的媒介投放渠道During the past years, digital has become the main media investment.行业媒体投放渠道预算比例Industry Media Investment % by Type,人均每天使用时长 （小时 /人),GPS,0.80.40.0,1.61.2,0,50,100,150,200,250,300,350,400,450,500,3.52.0,900,月度活跃用户数（万人）,图书阅览,新闻资讯,游戏,短视频生活休闲摄影摄像,直播教育城市出行旅行,健身,15分钟/天1天8次1次2分钟购物,视频,社交媒体,但是消费者在移动端的行为极为分散难聚焦- 短、频、快However, mobile digital world is very fragmented and very difficult to focus.,通讯&社交,视频,电商购物,新闻资讯,生活娱乐,年轻无孩家庭Young Singles&Couples,年轻有孩家庭Young Mixed Families,了解目标消费群体其更倾向使用的软件可最大程度利用投放资源Understanding target real purchased consumers preferredAPPs could fully utilize the media investmentefficiently.,201501,201502,201503,201504,201505,201506,201507,201508,201509,201510,201511,201512,201601,201602,201603,201604,201605,201606,201607,201608,201609,201610,201611,201612,201701,201702,201703,201704,2015.01-2017.06“火鸡面”百度指数变化,2017.01 三养授予1688进口货源全国代理权,丰富营销使三养火鸡面知名度迅速提高Sanyangs fame rapidly increased,关于火鸡面的菜谱受到广泛关注,三养在“泡面之神”评选的全球最辣泡面排行榜中位列第三三养在综艺节目中频繁出境，常被作为吃辣挑战与惩罚,2015.01-2017.04三养B2C销售额变化2016下半年，三养2016以代购为主 放开出口贸易，通要渠道，被动销售 过经销商进行主动为主，表现不温不 销售，配合系列社火 交媒体营销，实现快速生意规模增长,关于火鸡面烹饪和挑战的热门微博转发与点赞量破千,挑战火鸡面的视频进一步推高三养的热度,仅“同样是三养火鸡面，为什么有人说辣有人说甜？”的问题 回答数近200，浏览量突破75万,针对品牌购买者全网APP端爆炸级的口碑效应，带动销售Using WOM effects of differentAPPs who have more brand purchasers could help to drive sales.,了解消费者新生活方式,创新之道,食品饮料品牌主需通过“三新”谋求适合时代发展的出路3 News to lead growth for food & beverage.,Understanding New Lifestyle组织要适应新格局Adapting in New Retail找到适合的新平台Find the new right platform巧用创新提增量What Makes an Innovation Bring Incremental Growth？,巧用创新提增量 新消费者/额外惠顾/单次购买提升/更高单价What Makes an Innovation Bring Incremental Growth？,1,2,满足消费者新的生活方式和情感诉求是才能为品类带来更多新消费者，同时满足高端化更高单价的趋势。Meeting consumersnew lifestyles and emotional needs will help to bring morenew consumers to the category. Meanwhile, it also follows the trend ofPremiumisation.新零售环境要求组织能够做出相应转换，结合场景化/智能化的赋能为品牌带来额外的惠顾和增加的单次购买量。New Retails urges organizations to make changes that they can use newoccasions/techonologies to bring extra trips or up-size consumers baskets totheir brands.无论是线上还是线下，找准正确的平台才能激活购买，带来新消费者和额外的惠顾。Finding the right platform online and offline will bring new consumers and extratrips to the brand as well.,新生活新零售新平台,3,谢谢！,