2017-2018年度中国消费品市场研究报告.pptx

2017-2018年度中国消费品市场研究报告,2018年1月,2,7.0%1.2%Q1 15,7.0%1.3%Q2 15,6.9%1.4%Q3 15,6.8%1.4%Q4 15,6.7%2.1%Q1 16,6.7%2.1%Q2 16,6.7%2.0%Q3 16,6.8%2.0%Q4 16,6.9%1.4%Q1 17,6.9%1.4%Q2 17,6.8%1.5%Q3 17,中国经济稳中向好，消费持续拉动CHINA CONTINUES MODERATE STABLE AND SOUND GROWTH, CONTRIBUTEDBY CONSUMPTION,宏观经济指数Macroeconomic Index,58%2015,62%2016,65%2017,消费对 GDP 增长贡献  | 1  月-9 月Consumption Contribution to GDP Growth(Jan-Sep),国内生产总值增幅China GDP,居民消费价格指数China CPI,消费者信心指数创历史新高，各指标提升CCI REACHS HISTROICAL HIGH, THREE COMPONENTS RISE RESPECTIVELY,666448Y15,626152Y16,696856Q3 17,107Y15,106Y16,112Q3 17,中国消费者信心指数China  Consumer Confidence Index,中国消费者信心指数构成要素Components of China  Consumer Confidence Index,中国消费者信心指数China CCI数据来源：中国消费者信心调查Source: China Consumer Confidence Survey,就业预期Job Prospects,个人经济情况Personal Finance,消费意愿Willingness to Spend3,+7+7+4,4,数据来源：前  1000品牌；XX突破性创新报告Source: Top 1000 Brands; Nielsen Breakthrough Innovation Study,市场变化加速THE PACE OF THE CHANGE IS ACCELERATING有多少 2007年前100品牌已消失在  2017年的市场？HOW MANY 2007 TOP 100 BRANDS NO LONGER EXIST IN 2017TOP 100?,54 BRANDS,5,购买力趋于年轻化人群，品牌忠诚度分散PURCHASE POWER TEND TO YOUNGER GENERATION WITH DIVERSIFIEDBRAND LOYALTY,；中国消费者信心调查; China Consumer Confidence Survey,44%,44%37%32%34%,对比去年，增加家庭开支的比例% of people increase household expenditure vs YA,1980s1970s1960s1950s,Post 001990s,消费主力军   Main Force,消费新生代,New Generation,25%,19%21%21%18%,尝试新品意愿% of people more likely,to try new products,70%,-22%,快,SHORT CYCLE,6,日新月异的市场，创新却举步艰难MORE INNOVATION, BUT HARDER TO SURVIVE,数据来源  : 2016年XX突破性创新报告    38品类,中国新品 | 概览25,473# NPDs,CHINA  INNOVATION LANDSCAPE+15% vs 2015,+6%SHORT CYCLE INNOVATION LESS THAN 18 MONTHS创新短周期存活短于 18个月NPDS EFFICIENCYSALES VALUE/SKU# GROWTH新品效率下降新品销售额     /     新品个数      增长率,新品个数多INNOVATIVE,难DIFFICULT,7,36%,30%￥ 0.92011,29%￥ 1.22012,25%￥ 0.92013,31%￥ 0.92014,28%￥ 0.92015,￥ 0.72016H1,营销费用比重增加，投资回报率却停滞不前INCREASING PORTION OF MARKETING SPEND STAGNATE IN ROI,数据来源  : 2017年XX中国快消品市场营销分析     36品类Source: 2017 Nielsen CPG Marketing Mix Meta Analysis 36 Categories,China CPG Marketing ROI (RMB),中国快消品市场营销活动投资回报率营销花费占收入比Marketing spending to Revenue Ratio,明天,8,不一样的明天CHALLENGE TO MAKE DECISION TODAY FOR A FUTURE ENVIRONMENT,2017企业 今天   作出的创新决定,COMPANIES ARE MAKINGINNOVATION DECISION,TODAY,通常会基于现在的市场环境OFTEN BASED ON INSIGHTS OF THE CURRENTMARKET ENVIRONMENT,2025但这些创新和策略WHEN THESE STRATEGIES & BIG BETS,WILL BE OPERATING IN ANENVIRONMENT.,将会面对非常不一样的THAT COULD BE VERY DIFFERENTTOMORROW,9,总结2017，展望 20182017 ANNUAL TREND SUMMARY, 2018 INDICATION,消费者趋势Consumer Trend对话年轻人洞察新生代消费特征Consumption characteristic,市场趋势Market Trend下一个风口遵循市场高端、绿色、体验化Premiumisation     、 Green and  Experience,营销趋势Marketing Trend寻求高效化主导内容为王、  IP当道Content is key, IP is favored,10,女性崛起Feminism,彰显自我Embody Me,超级消费Super Consumer,11,我就是我，一个变幻莫测的我REVEAL WHO I AM, A CHANGEABLE INDIVIDUAL,数据来源：二手资料；XX     95后报告Source: Secondary source; Nielsen Post 95s Report,享受热门  IP的快闪体验Enjoy pop-up experience,标榜自我的炫食一族Seek differentiated affection,雪碧推出  10亿瓶英雄联盟罐Sprite launched 1bn LOL IP can,与众不同Differentiated,31%互动体验Interaction28%,味全拼字瓶实现品牌年轻化Weichuan realized brand rejuvenation,继双十一购物狂欢节之后针对年轻人推出的另一个节日,Specifically target to youngergeneration全国各地  108家淘宝店代表国内创造力的  IP作品以及网红108 taobao stores representcreativity and popularity五一期间营业四天的奶茶快闪店4-day Milk tea store,:,s,95后对食品饮料的情感需求相关的Post 95   emotional need for F&B:,12,爱极限爱分享，逼格务实的追求者LOVE EXTREME SPORTS, SOCIAL AND COOL APPEARANCE,数据来源：XX体育    XX 90后报告Source: Nielsen Sports; Nielsen Post 90s Report,运动上极限社交化Socialize extreme sports,90后外观风格偏好     -90 后的语言Post 90 Appearance Preference,汽车上追求逼格Prioritize Appearance in Auto,社交分享sharing,95后热衷参与的运动,Post 95  s Popular sports,发动机、底盘不再是买车重要决定Focus on appearance rather than configuration,Running,Basketball,Cycling,Skiing,Extreme,Gym,100,37,男性:20万,13,17%,29%,女性消费撑起半边天RISING FEMALE CONSUMPTION,数据来源：中国消费者信心调查     ;XX汽车报告Source: China Consumer Confidence Survey; Nielsen Auto Report,女性车主比例Ratio of woman driver,日常花销的去向Spare daily expenditure on,男性Male,女性Female,2010                      2016中产男女购车预算     | 个人月收入   1.5+Vehicle budget for Middle class with 15k per month女性:35 万,46              3938      32                                       10  新衣服    子女教育    化妆品New                childrenCosmeticscloth             education,3027出门娱乐Out homeentertainment,3732旅游Travel,瑜伽垫,Yoga mat,44%    33%,14,不断拓展传统男性消费领域CONSTANTLY EXPAND INTO CONVENTIONAL MALE CONSUMPTION,增多,+30%2011-2015 年间对足球感兴趣的女性Women are more likely interested insoccer during 2011-2015数据来源：XX体育Source: Nielsen Sports,46%全国马拉松参赛的女性比例   从2015年到 2017增加了10% 达到 46%Woman marathon participantsincreased by 10% to 46% in 2017,看体育的人在改变Sports audience are changing,参与体育群体在改变Participants are changing,站内女性相关搜索量Key word search related withwoman   （Y14/Y16  ）+331%,部分女性体育产品销量变化Sports products sales gr             （Y14/16  ）女性泳衣Swimmingsuit+421%+258%我认为 品牌应该在女子体育上投资更多I think brand should investmore in woman sports,15,超级消费者：收益高,热情高,SUPER CONSUMER: HIGH ON PROFIT AND PASSION超级消费者经济学                                                                                                                         THE ECONOMICS OF SUPER CONSUMERS,品类家庭数CATEGORYHOUSEHOLDS10%,品类收益CATEGORY PROFIT50-60%,品类增长CATEGORY GROWTH40%,品类销售额CATEGORYSALES30%,超级消费者SUPERCONSUMERS,重度参与者HEAVILYENGAGED热情PASSION,重度使用者HEAVYUSER收益PROFITS,tr s,a i,L ,提升百分比,3.5X,数量,nes lieNehT7102?thig rypoC,ynapmoC,.teub iidtonoD.rytaie rpo rpdna ltneid fnoC.CL)S(U,16,渴望更多与厂商之间的互动，渗透影响力EAGER FOR INTERACTION AND INFLUENCE ON MANUFACTURER,?    建立全国性的发烧友俱乐部平台，超过         45万发烧友 极高的活跃度；收集 用户意见纳入  产品需求库，并将   用户评价 纳入KPI考核,?,Found a fan club nationwide to gather 450k active users to collectsuggestion for product improvement and feedback as KPI,+51%想法           +41%               +39%+16%<2 1="" 4="" 5="" 6="" 7="" 8="" 30="" 2014="" 2017="" 2018="" number="" of="" collaborators="" china="" mobile:="" found="" fan="" fmcg="" source:="" nielsen="" telecom="" secondary="" capture="" the="" new="" generation="" win="" future="" embody="" super="" indication="" for="" manufacturer="" to="" differentiated="" interesting="" increase="" female="" related="" motivate="" improve="" drive="" strategy="" and="" action="" influence="" green="" consumption="" retail="" market="" trend="" premiumisation="" witness="" premiumization="" willingness="" cross="" consumer="" confidence="" food="" what="" categories="" will="" you="" pay="" more="" continues="" measurement="" y="" a="" n="" u="" l="" g="" p="" e="" t="" c="" r="" v="" o="" b="" -2018="" index="" different="" price="" tiers="" top="" fair="" mainstream="" premium="">Fair Price Index4              5     5              5     5     5              5     5              5              61              1     1              1     1                      1     1              1              1V    C    N    B     R     R    Y     N                     P     T     V     C    N    BE     A     E     A     P    A             U             E     C             E     A     EJ      F                              J      J              S                              J      F,贵价指数   首次超50Premium Price Index > 50,快消品,FMCG,3,500,21,高端消费意愿是跨行业增长的保证PENETRATE OTHER INDUSTRY TO BOOST THE GROWTH,数据来源：XX科技报告；汽车报告；二手资料Source: Nielsen T&T Report; Auto Report; Secondary Research,电子产品Electronics,家用电器Home Appliance,汽车Auto,Q316,Q416,Q117,Q217,Q317,智能手机分价格段市场份额    %Smart Phone Value Share by PriceTierRMB2,500 -22%13%AboveRMB26%         3,50024%,电视TV,柜机空调AC,烤箱Oven,79%消费者表示近半年里就有购买高端家电的计划Consumer plan to buy high-endappliance in the next half year购买高端家电产品品类   的购买意愿  (%)Purchase willingness on high-end appliance44.8%                     43.0%                     55.1%,2013,2016,中国豪华车市场China Luxury Auto Market单位：万辆Unit: 10k216144    VS8.6%中国乘用车Total Auto,22,对未来消费升级的持续发酵秉持乐观态度KEEP OPTIMISTIC FOR FUTURE PROSPECTS,数据来源：XX   S2017年CEO问卷Source: Nielsen 2017 CEO Questionnaire,零售商Retailer,厂商Manufacturer,1919,35,14,24,33,Rising Middle Class扩大的中产阶级New Retail新零售,Trade-Up消费升级Innovation创新驱动New Retail新零售,制胜之道Winning Key,未来前景Future prospectsBiggest Driver第一驱动力Trade-Up消费升级,消费升级Go Premium,23,健康绿色    Green Consumption零售改革    Retail Evolution,市场趋势MARKET TREND                                                                   消费升级    Premiumisation市场趋势Market Trend,+8%,21,966,24,不断上升的收入支撑消费者对健康理解的提升INCREASING INCOME IMPROVE UNDERSTANDING OF HEALTH,健康理解阶段Understanding of health环境健康,全国居民人均可支配收入National Resident Disposable income,23,821,18,3112013,增速Growth Rate20,1672014              2015               2016,Environmental healthHealth life健康管理   健康生活Health management对身心有益   健康饮食、科学运动符合质检标准Meet quality inspection standard,15%,25,数据来源：XX零售指数Source: Nielsen Retail Measurement Service,MORE:,LESS:,122%,-7%,-6%,强烈的健康意识改变了对食品饮料的购买习惯STRONG HEALTHY AWARENESS IMPACTS F&B CONSUMPTION                                                                                                滚动年度  17年09月食品饮料整体销售增长率+5.3%,83% 的消费者主动调整饮食预防健康疾病,% Actively make dietary choices to helpprevent certain health conditions,83%中国China,全球排名 : 1stGlobal Ranking更主动Proactive70%全球平均Global average,水果茶FruityTeaChewing gum口香糖,12%  酸即溶咖啡-1%,10%运动饮料巧克力-1%,24%     纯果汁     包装水NFC               Pwater                                          -3%           低浓度果汁    散装糖果,1.5,26,全民运动意识和热情赋能体育产业蓬勃发展EXERCISE AWARENESS AND DEDICATION RISING BRING PROMISING GROWTHON SPORTS INDUSTRY,数据来源：中国体育总局；中国马拉松协会Source: China General Administration of Sport, China Marathon Association,马拉松赛事数Number of Marathonmatches and participants,20151.7万亿1,700 Billion,5,000 Billion,体育产业总规模Sports Industry Size,3602015,4342016,中国体育人口（百万）Number of sports participants (MN,),Registered matches,参赛人数（百万）Participants(MN),2.83281342015                       2016备案马拉松数,20255万亿3倍,智能手环,空气净化器,电子阅读器,游戏主机,互联网电视盒子,智能电 视,平板电脑,无线路由器     -2,笔记本电脑,-2,智能手表    -2,27,数据来源：中国消费者信心调查     ; XX 2016年快速科技报告；二手资料Source: China Consumer Confidence Survey; 2016 Nielsen Tech Fast Forward Report; Secondary Research,追求健康上升到重视健康生活的阶段PLACE IMPORTANCE TO HEALTHIER LIFE未来12个月想买的东西  | 对比前季度Purchase intension in next 12 months vs PP,-1-1-1-1-1,+2+2,+4,Water purifier,净水器,Smart braceletAir purifierE-readerGame consoleInternet TVSmart TVTabletWifi router,16年增长YoY,空净器                         智能手环                         净水设备Air purifier                                          Smart bracelet                                           Water purifier+17.7%                               +24.4%                               +21.3%健康保健科技        HEALTHCARE TECHNOLOGY12%到2020年占全球医疗技术市场     12的份额12% Share Of The Global Medical Technology Market By 2020,28,开始改变意识，养成节能环保的绿色消费FORM ENVIRONMENTAL PROTECTION AWARENESS,节能环保Environmental Protection,新能源汽车增长率EV growth,+30.8%,集成电路、太阳能电池+20%   等产品的产量增长率Integrated circuits, solar cellsproduction growth,消费者表示愿意支付更多给承诺对环境可持续   的品牌OF CONSUMERS SAY THEY ARE WILLING TO PAYMORE FOR BRANDS WITH A COMMITMENT TOSUSTAINABILITY,66%全球GLOBAL,80%中国CHINA,消费意识Changing Consideration,17年前三季度YTD 1709,29,健康绿色    Green Consumption零售改革    Retail Evolution,市场趋势MARKET TREND                                                                       消费升级    Premiumisation市场趋势Market Trend,30,新零售百花齐放，激活线下增长BLOOMING NEW RETAIL, ACTIVATE OFFLINE REBOUND,数据来源：XX零售指数    XX S2017年CEO问卷Source: Nielsen Retail Measurement Service; Nielsen 2017 CEO Questionnaire,+7%,+1%,+32%,滚动年度,MAT Oct16,线上 +线下Online+Offline,线下Offline,线上Online,+10%,+5%,+27%,滚动年度MAT Oct17,集成型门店CONGREGATEDSTORE,升级食杂店UPGRADEDGROCERY,无人便利店AUTOMATICCVS,45%,48%,6%,厂商,A NEW CONCEPT THAT WILL           ANOTHER FORM OF ECOMMERCECHANGE THE INDUSTRY零售商               48%                                   33%,CEO 们如何看待新零售？    What do you think new retail?这是一场改变行业的革新                    这只是另一种形式的电商                      这是个需要证实的新概念,A NEW CONCEPT THAT IS YET TOBE PROVEN19%,新零售业态,Online and Offline are blending,85%,31,零售改革去增强消费者体验是核心RETAIL EVOLUTION STICK WITH SHOPPING EXPERIENCE,