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,深入“微场景”,挖掘中国饮品潜商机,Unleash the beverage growth inmicro drinking occasions,7月22, 24, 26日,99.9%,渗透率%Penetration,78%,每年饮品行业的增量Source of growth,来自新品From NPD,1.7%,1年内渗透率达到1%的新品The percentage of NPD whosepenetration reach 1% within 1st year2018Q4 Global FMCG Overview Report,包装饮品行业竞争激烈，增长主要依赖玩家不断破陈出新Growth of beverage is mainly driven by innovation, but new products also struggle for survival.,更多“新”的茶饮连锁品牌,More brands,茶饮店做咖啡咖啡店卖茶饮,Richer portfolio,现制饮品将竞争激烈程度推向新高度,On-premise drink trigger unprecedented fierce competition with packaged products,现有连锁顺势追击,Value for money fromCVS/QSR,跨界营销凑热闹,Cross over marketing,现制饮品将竞争激烈程度推向新高度,On-premise drink trigger unprecedented fierce competition with packaged products,现制饮品将竞争激烈程度推向新高度On-premise drink trigger unprecedented fierce competition with packaged products,现制茶饮的增量中On-premise tea gain its30%,现制咖啡的增量中On-premise coffee gain its34%,从包装饮品获得从包装饮品获得growth from pkg. beverage,从4个维度交叉，饮品场景可以切分多达300+个有实际商业意义的微场景We can identify more than 300 micro drinking moments if we segment all drinking occasions by 4 dimensions,6:00-9:009:00-11:0011:00-14:0014:00-17:0017:00-20:0020:00-22:0022:00-24:000:00-6:00,消费者CONSUMER独享 Alone分享 With others亲子 With kids,时间TIME,空间LOCATION家里 At home办公室 Office街上 On the street学校 At school购物中心 Shopping mall餐厅 Restaurant咖啡茶饮店 Caf电影院 Cinema健身房 Gym公共交通工具上 Transportation火车站/机场 Train station / Airport,事件EVENT吃饭 Having meal工作 Working吃零食 Having snack玩电脑/手机 Screen time通勤路上 Commuting运动 Working out做家务 House keeping聊天/社交 Social逛街 Shopping旅游 Traveling,8,26,3,30,累计365天7天/24小时7/24, 365 days,全新饮品场景洞察方案：饮用场景指数We now introduce you a new solution Beverage Occasions Panel (BOP)10,000名消费者10,000 consumers所有非酒精饮品,Non-alcoholic drinks包装饮品、商家现制、自制饮品、白水Packaged, on-premise, self-made, tap water,放大某些“饮用场景”，打破对于某些品类、渠道、饮用需求方面的思维惯性Lets disrupt some deep-rooted concepts by zooming into the related drinking moments,自制饮品是包装水的潜在金矿Self-made drink is agold mine forpackaged water,餐饮渠道大小包装并重Small pack isequally importantas large pack,O2O到家对包装饮品是重要渠道O2O is highlyrelevant topackaged drink,乳品是休闲娱乐时光的健康零食选择Dairy has become ahealthy snack forconsumers atleisure time,家庭囤货为家外更多场景提供便捷Home stockingbeverage also serveout of homeoccasions needs,全新饮用场景指数 - 帮助品牌在微场景中寻找突破增长点Beverage Occasions Panel helps you identify disruptive growth ideas by zooming into micro drinking occasions.,饮用场景OCCASIONS,饮用原因REASONS,渠,道,CHANNELS,产,品,PRODUCT,品牌/产品与场景需求最匹配区域When your productbest fit with,occasion-basedneeds,消费者时间空间事件,WhoWhenWhereWhat,情感与功能原因Emotional &Functionalreasons,
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