实现颠覆式增长的品牌战略解码.pdf

3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 实现颠覆式增长 的 品牌 战略解码 Decode disruptive brand growth 3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 人口红利收缩，消费力停滞，零和游戏中竞争 白热化 As population growth slowed down and shopper basket stagnant, competition gets more fierce in a zero-sum game 中国快消 市场 主要 指标 Key figures of FMCG category (2018 vs. 2017） +5.2% +2.3% +2.8% + 4.2% 品类销售额 增长 Value GR 人口数增长 Population GR 户均花费增长 Avg. spending GR 活跃品牌数增长 Active brand number GR 活跃品牌数：家庭样组样本户有购买到的品牌 数 Active Brand: Brand purchased by any HHP panelist 数据来源：凯度消费者指数家庭样组 , 2018 vs. 2017 Data source: Kantar Worldpanel Household panel, 2018 vs. 2017 3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 彩妆 营养补给品 婴儿配方奶粉 护肤品 生活用纸 碳酸饮料 瓶装水 个人清洁 头发洗护 衣物洗涤 口腔护理 咸味零食 速冻食品 啤酒 饼干 酸奶 牛奶 食用油 巧克力 果汁 熟肉制品 CookedMeatJuice低迷市场仍 现明星 玩家 : 高速品类不乏 品牌爆发扩展，慢速 品类也有品牌 逆市 上扬 Still there are brands ride on the growth of high speed categories or defy the trend in low-speed markets 数据来源：凯度消费者指数家庭样组 , 其中婴儿配方奶粉数据来自凯度消费者指数母婴样 组（一、二线城市）， 护肤品 /彩妆数据来自凯度消费者指数美妆样 组， 15-54岁女性消费者 , 2018 vs. 2017 Data source: Kantar Worldpanel Household panel. IMF data is from baby panel（ Tier 1-2 cities） , and skincare/makeup data is from beauty panel, 15-54 y.o. female, 2018 vs. 2017 品类销额增长率 Value GR by category 快消品总体 销额增长 FMCG GR +5.2% 快速品类中 , 20%的品牌爆发扩展 (增速超品类 2倍 ) In high-speed markets, 20% of brands have 2 times of category growth 慢速品类中 , 19%的品牌逆市 上扬 (增速 超快消市场 2倍 ) In low-speed markets, 19% of brands have 2 times of FMCG growth 增长明星品牌 Star brands MakeupNutrient Supplement IMF SkincareTissue CSD BottledWater Personal Wash Hair Care LaundryOral Care SaltySnacks FrozenFoodBeerBiscuit YogurtMilkCookingOilChocolate 3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 增长 明星 Examples of star brands to disrupt the market 老牌劲旅 /增长明星品牌定义： 1.高集中度品类（前十品牌份额在 50%以上）中，上一年度份额 50% of market , star brands with 1% in 2017 as traditional leaders); and in categories where top 10 brands account for 0.5% in 2017 as traditional leaders). 老牌劲旅 Traditional leaders 上一年已有一定市场规模 observable market share year ago 颠覆新星 Disruptive players 上一年市场份额尚低 low market share year ago 数据来源：凯度消费者指数家庭样组 , 其中婴儿配方奶粉数据来自凯度消费者指数母婴样 组（一、二线城市）， 2018 vs. 2017。护肤品 /彩妆数据来自凯度消费者指数美妆样 组， 15-54岁女性消费者 , MAT19P3 vs. MAT18P3 Data source: Kantar Worldpanel Household panel. IMF data is from baby panel（ Tier 1-2 cities） , 2018 vs. 2017. Skincare/makeup data is from beauty panel, 15-54 y.o. female, MAT19P3 vs. MAT18P3 像打造爱豆一样打造明星品牌 Creating a star brand like creating an idol 瞄准细分，勇于拓展 Find meaningful segments and be ready to go beyond boundaries 定位角色领域 Pick the right route to success 专攻粉丝喜好 Meeting needs of your fans 全域互动圈粉 All round interaction 护肤品数据来自凯度消费者指数美妆样组 , 15-54岁女性消费者， MAT19P3 vs. MAT18P3 Data source: Nutrient Supplement Data is from Kantar Worldpanel Household panel, 2018 vs. 2017, and skincare data is from Kantar Worldpanel beauty panel, 15-54 y.o. female， MAT19P3 vs. MAT18P3. 像打造爱豆一样打造明星品牌 Creating a star brand like creating an idol 瞄准细分，勇于拓展 Find meaningful segments, be ready to go beyond boundaries. 定位角色领域 Pick the right route to success 专攻粉丝喜好 Meeting needs of your fans 定义粉丝群，打造人设 Define key fans group, deliver tailor-made solution and brand image 全域互动圈粉 All round interaction & conversions 3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 品牌须圈定关键消费族群，从而打造深入人心的品牌和产品人 设 Define key consumer group and design beloved brand and product features 宝贝一家 销额贡献指数 112 Young and Mixed Families Value Contribution Index 112 银发一族 增长贡献指数 151 Old Single and Couples Incremental contribution Index 151 都市青年 户均花费指数 :114 Tier 1-2 Young Single & Couples Avg. Spend Index 114 小镇青年 人口增长指数 874 Tier 3-5 young aged 20-34 y.o. Population incremental Index 874 花 费 更 多 潜 力 巨 大 Heavy Spend High Potential 数据来源：凯度消费者指数家庭样组 , 其中人口增长指数来自凯度消费者指数美妆样组 ， 2018 vs. 2017 Data source: Kantar Worldpanel Household panel. Population incremental index is from Beauty Panel, 2018 vs.2017. 户均花费指数 = 该人群户均花费 /小家庭（ 1-2人）户均花费 Avg. Spend Index= avg. spend of Tier 1-2 Young single &Couples/ avg. spend of small family (1-2 members) 销额贡献指数 =该人群销额占比 /该人群人口占比 Value Contribution Index= value share of this group/population share of this group 人口增长指数 =该人群在 15-54岁人口增量贡献占比 /该人群人口占比 Population incremental Index= share in 15-54 y.o. population incremental /share in population 增长贡献指数 =该人群销额增量占比 /该人群人口占比 Incremental contribution Index= share value incremental/share in population 像打造爱豆一样打造明星品牌 Creating a star brand like creating an idol 瞄准细分，勇于拓展 Find meaningful segments, and be ready to go beyond boundaries 定位角色领域 Pick the right route to success 专攻粉丝喜好 Meeting needs of your fans 定义粉丝群，打造人设 Define key fans group, deliver tailor-made solution and brand image 线上线下，热搜不断 Efficiently utilize various platforms, increase interactions to gain awareness 全域互动圈粉 All round interaction & conversions 3.16cm 4.75cm 6.34cm 7.93cm 9.52cm 11.11cm 12.70cm 14.29cm 15.87cm 17.00cm 1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm Content Bottom Content Top Heading Baseline Left Margin Right Margin 大小平台巧运用，线上助力颠覆 增长 Take advantage of both mainstream and emerging platforms to achieve effective consumer reach 电商是增长的催化剂 EC as catalyst for growth 优选特色平台触达关键消费者 Identify key platform to reach key buyers 借力主流平台捕获流量 Ride on major E-retailers to win traffic 电商 在增长明星品牌的 销额占比是市场平均值的 1.5倍 * Star brands EC value% is 1.5 times of in total FMCG. 2017 2019 明星 、 KOL、 素人全面种草 Celebrity, KOL and normal users recommendation 小红书品牌账号 137万粉丝 1.37 million followers on Red 小红书彩妆销量 No.1 品牌 Best selling makeup brand in Red in volume 全面布局小红书 Actively promote on Red 彩妆品类优势平台 Platform with expertise in Makeup 线上销额指数 Online sales index （ 以 18P6为 100, 18P6 as 100） 大英博物馆 With British Museum 探索频道 With Discovery “ 龙妈 ” With “Daenerys” Double 11 Day Womens Day Tmall Gathering Day *基于 21个主要品类品牌计算。 Based on 21 major categories. 数据来源：凯度消费者指数家庭样组 , 2018 vs. 2017, 其 中彩妆数据来自凯度消费者指数美妆样组 , 15-54 岁女性消费者， MAT19P3 vs. MAT18P3。 Data source: Kantar Worldpanel Household panel, 2018 vs. 2017. Makeup data is from beauty panel, 15-54 y.o. female, MAT19P3 vs. MAT18P3.