2019亚洲品牌足迹报告.pdf

ASIA CEO FOREWORD RECIPE FOR BRAND GROWTH IN ASIA ASIA MARKET FEATURES ASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brandsASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brandsASIA BRAND FOOTPRINT 2019 4 Whats inside TABLE OF CONTENTS Asia CEO Foreword PAGE 5 PAGE 6 01 02 Recipe for Brand Growth in Asia Consumer Reach Points (CRPs) explained PAGE 11 Asia Market Features LOCAL MARKETS TOP 10 RANKINGS THE STORIES AND GROWTH LEVERS BEHIND THE BRANDS 03 CHINA MAINLAND INDONESIA KOREA MALAYSIA PHILIPPINES TAIWAN VIETNAM 11 19 24 33 38 44 52 Number of households in a country % of households buying your brand Number of interactions with your brand across categories in a year POPULATION CONSUMER CHOICE PENETRATION X X5 ASIA CEO FOREWORD ASIA CEO FOREWORD While div er se and fr agmen t e d with a ho tp o t f or diff er en t cultures, growth rates, and demands, these regions are often brought together by a few common themes centered around the consumers needs. The themes relate to health and safety, convenience, happiness, and the complete shopping experience that is often omni-channel. Consumers are becoming more discerning, informed, and well-traveled. As a result, they are exposed to more options, ideas, products, and perspectives. All this in fl uences, shap es, and changes their p er ception and demands to where making a purchase is not just ab out a pr o duc t, but what else the br and o ff ers, including a complete shopping experience for them as a consumer. These are what we deem as the recipe for growth and success for brands to achieve sustainability and maintain consistent growth. With that, it is my hope that you enjoy the inaugural issue o f our A sia Br and F o o tprin t and that y ou find the shared insight interesting and impactful. Asia is truly within the age of the millennials, centennials, and ageing silver generation, with countries like China Mainland, Korea, Indonesia, and Vietnam proactively capitalizing on the revenue potential posted by the consumers in these segments. In the end, growth and success are not just ab out making a significant impact on the market, but how to build a sustainable brand that can evolve through generations and ever-changing consumer needs. Marcy Kou CEO, Asia Worldpanel Division 01ASIA BRAND FOOTPRINT 2019 6 RECIPE FOR BRAND GROWTH IN ASIA RECIPE FOR BRAND GROWTH IN ASIA 02 2.1 EVOLVING NEEDS OF THE CONSUMER 2.1 EVOLVING NEEDS OF THE CONSUMER HEALTH & SAFETY In Asia, over the last decade or so, consumer trends and focuses have shifted t o r efle c t the f ollowing thr e e ne e ds ar ound he alth and saf et y , con v enience, and happiness. 2.2 EVOLVING THE SHOPPING EXPERIENCE Asian consumers are becoming more cautious of their pur chasing choices in t erms o f their he alth b enefit s and their role in either circumventing diseases or in supporting current health conditions. This is r elat ed t o their place o f living, whether they aff ec t environmental sustainability, pollution, and the planets wellbeing amidst the issues and climate changes that are occurring at an alarming rate. For instance, the fragmented r egion of Asia, due t o the diff er ences in geogr aphy , demographics, culture, landscape, and environmental resources, top tier or urban cities versus lower tier or rural cities ar e usually at diff er ent st ages of development in terms of their concerns, mindset, and way of living. 7 In this sense, the concept of health and safety is evolving at st ages define d b y consumer s in accor dance t o their lifestyle and stage of life needs. In top tier Asian cities, consumers are usually looking for non-additive, high quality, organic, or plant- based ingredients, be it in the food or beverages they consume, personal or beauty care, and sometimes even the household products that they use. For example, in China Mainland s market, there is a new concept of paper which is unbleached and made fr om b amb o o fib er . With its “b amb o o ” r aw mat erial, the product is considered as an eco-friendly and non- p ollution pr o duc t that o ff ers a func tional b enefit o f anti- bacterial and, thus, is rapidly winning over Chinese consumers. An increasing number of millennial and centennial consumers are also looking at the origins or source of the ingredients and products from either an environmental, sustainable, or personal anti-aging perspective. The silver, or aging, population of people in their 50s and beyond is also a growing network of high potential spenders who are looking at whether these products will help with life and youth preservation or to boost immunity to diseases commonly associated with old age. A s such, nutritional and diet ar y supplemen t s that o ff er glucosamine, pro-biotics and collagen ingredients, low-sugar, low-fat, and high-calcium in their food and beverage products, including dairy products, are at the top of their shopping list. For example, in China Mainland alone, the market size for these shoppers is anticipated to grow from USD 305 million in 2018 to USD 405 million by 2025. In Taiwan, Kuang Chuan Tea Time, known for its focus on quality and safe origins, launched a new Ready-to- Drink (RTD) product line that contains 60% fresh milk and less additiv es t o ride on the “he alth tr end” in the food market, while Fresh Delight launched Calcium-plus and other vitamin-enhanced milk products to cater to families with young children and the aging silvers. In Koreas food market, products targeted at aging seniors are usually high in protein, nutritious, and easy to consume and digest (softer texture and easier to chew), such as powder milk, soy milk, rice porridge, etc. For example, Dr. Chungs Foods came out with Vegemil 5060 Soymilk for Seniors while Daesang Wellife o ff er s Newcar e or Pulmuone, as well as o ther so f tmade products. In the beauty and personal care industry, we observed a vast range of products that protect consumers skin from pollution a small but growing sector alongside consumers growing awareness of health and wellness. This is coupled with interest towards anti-aging and harmful UV ray prevention, leading to the growing popularity of deep cleansing oil and micellar water for instance. Today, consumers skincare routine is getting more advanced and complex. Consumers include an additional step to deep clean their skin, which helps to not only remove makeup, but to strip away pollution particles. Ther ef or e, we ar e b e ginning t o se e mor e “ an ti-p ollution ” and “ nat ur al ingr e dien t s ” b eing pr omo t e d up fr on t as an additional b enefit in b e aut y pr o duc t s such as sunscreens, masks, serums, and moisturizers for the consumer s gr owing ne e ds f or efficac y car e. This also explains the growing concerns against plastic use and the push for biodegradable packaging, which has witnessed the use of banana leaves by the supermarket retailers in Indonesia, Thailand, and Vietnam, such as like Big C, Lotte Mart, Saigon Co.op, Rimping Supermarket, and Bintang Supermarket. These retailers package fruits and vegetables in banana leaves instead of cling wrap or plastics, which has resulted in positive brand coverage across both traditional and social media platforms. Other Asian countries like China Mainland, Korea, Malaysia, Philippines, and Taiwan are also beginning to ban or reduce single-use plastic bags in supermarkets and stores. We can clearly see the emergence and multiplication of diff er en t concep t s b ehind the He alth & Saf et y umbr ella in the r e gion, such as f o o d saf et y , nutritional b enefit s, sport and exercise, environmental sustainability, pollution, origins of the product, and the wellbeing of the end user. We notice the concepts becoming less generic and mor e func tional and sp e cific on the b enefit s that consumers can experience.ASIA BRAND FOOTPRINT 2019 8 Consumers are increasingly strapped for time and patience, especially younger people, thus demanding for easy-to-use, purposeful products and packaging that can accommodate their needs, as well as channels that give them the fastest and easiest access to these products. Additionally, they gradually become accustomed to pay more for convenient options tht simplify their lives. The question all businesses should answer is how they can help their customers save time to enjoy life more and live a better life. We found among growing brands that the y always find ways t o o ff er consumers gr eat er convenience. As a result, they can win consumers hearts and sustain a healthy growth regardless of whether the market is on an upward or downward trend. An example of a convenience-oriented product is the capsule format detergent that simply goes into the machine with the clothes. Another is the detergent that is designed for the rainy season with the message to not leave a wet clothes smell. In the case of Ariel in Taiwan, this brand provides a solution for laundry in humid weather, which is a major concern among Taiwanese housewives. Across the region, instant foods like snacks, cereal, rice soup, or convenient cooking aids, such as sauces and meal makers, are the products achieving growth when time becomes more precious than money. In addition t o the “ e as y-t o-use ” pr o duc t, which brings sp e cific and r ele v an t func tions t o the consumer s, it s also ab out the pr o duc t s “ e as y access t o in f ormation. ” This includes channels of distribution and media that gives to the consumers OnDemand access to the pr o duc t s that will cr e at e the desir e o f “I wan t it now!” Thanks to technological advancements and the increase of internet usage across the region, the line between online and o ffline is b ecoming incr easingly blurr ed. Many brands are now moving to online and expanding their digital presence to be able to meet consumers wherever they are and whenever they want. There have been a lot of social media campaigns and constant communication from brands to keep their customers engaged. CONVENIENCE Although the silver generations current online consumption is still modest in most markets, as compared to the millennials and centennials, this is set to change rapidly in markets like China Mainland, where mobile device ownership in urban seniors over 60 has reached 86.7% and total online shopping has reached 41.8% in 2018 versus 6.9% across total channels. Additionally, businesses now increasingly use digital tech in both marketing and distribution, which enables us to provide a personalized experience, create retargeting campaigns, and provide quicker access to consumers. This appr oach is mor e efficient than bef or e, as consumers can see and seek out a variety of information or products that they are interested in or intend to buy with just a click. In this area, key opinion leaders play a critical and convenient role on social media for their followers, where they share their experiences toward products and their benefits. F or example, r eviews by k ey opinion leaders or social media influencers of new launches with pr omotion codes and direct link to purchase. TECHNICAL DEVELOPMENT: Quick delivery service or convenient payment methods, including Korea-Coupang, Naver Store, Market Kurly, China Mainland-Taobao, Alibaba, and more. SOCIAL MEDIA MARKETING: Key Opinion Leaders (KOL) and a new technical approach of selling products, for example, through Instagram, Facebook shop, or livestream shopping. This provides more convenience for customers in terms of experiencing the products indirectly (KOL) and getting easier access to diverse products through social network shops by simply looking at pictures and videos. AD TARGETING AND RE-TARGETING DRIVEN BY CONSUMERS ONLINE SEARCH BEHAVIOR: Searching for milk powder for kids, several pop- up ads of baby diapers, or relevant baby items will appear in front of our screen just a few minutes later. 1 2 3 RECIPE FOR BRAND GROWTH IN ASIA9 HAPPINESS Often time, shopping is about satisfaction and instant gr atification, thus, consumer s ar e lo oking f or a “f e el- go o d” men t alit y when the y consciously cho ose one br and o v er the o ther . F ur thermor e, the one fit f or all concep t o f mass pr o duc tion is tr ansitioning in t o one fit for one of personalization. Brands need to cater to the varying needs that arise for diff er en t o ccasions and purp oses and giv e in fl uencer s a compelling reason to choose their products over their comp etit or s. This can b e a sp e cific p ack aging that go es well with a special occasion they have in mind or special information associated with the product that would encour age in fl uencer s t o shar e it with their net work of friends and family, potentially immortalizing the product on social media. An example of special packaging is one that can be used as part of the occasion they are celebrating or a mention of a tie-up with a social enterprise on the product packaging that they would be proud to be associated with and to share on social media. An outstanding case for the happiness image is Coke. F ollowing it s successful 2 0 14 “Shar e a Cok e ” camp aign, Coke continued to acquire great attention in 2018 from not only football fans, but from everyone around the world thr ough it s W orld Cup “#pick y our t e am ” and “ shar e y our scor epr e dic tion ” camp aign. The camp aigns went viral via social media, which helped Coke stay on top of consumers minds in terms of sharing happiness and having fun together. Another good example is Indomie, which has cleverly positioned its TV and video-based ads to emphasize its presence throughout Indonesia, along with the multiple occasions where one can enjoy the signature taste of Indomie. A v er y go o d e x ample o f this is their “Dari Sab ang Samp ai Mer a uk e (F r om Sab ang t o Mer auk e)” ad that highlighted the many people and many occasions for Indomie across the archipelago. Daesang Corporation also capitalized on the growing consump tion o f the “ me ” tr end in K or e a, which f o cuses on Small but Certain Happiness and connotes present, trivial, and frequent happiness types of consumption behavior. In their case, they focus on delicious health as an ideal brand value more than anything else in the Home Meal Replacement (HMR) category.