2019新零售时代下的品牌增长分析报告.pptx

2019新零售时代下的品牌增长分析报告,1,中国食品饮料市场趋势China F&B Market Performance,重点人群机会 拥抱Z世代2 Key Consumer Segments EmbraceGen Z Opportunities,3,重构品牌增长逻辑Rebuild Brand Growth Path,议程AGENDA,椰子灰 社区拼团,拼多多,大白兔 牛油果 IP营销,MINI喜茶,跨界,樱花 国潮,故宫 朋克养生,联名 一人食,车厘子,猫爪杯,香椿自由 辣花生巧克力,蓝色,单身狗粮,旺旺沙发 可乐 老字号 小猪佩奇,网红咖啡,限定款,下一个风口在哪里？,3,小蓝杯,营养快线眼影,口味定制,佛系,百香果城市罐,低糖主义 盒马 快闪店,4,2018年食品饮料市场表现如何？,How did the 2018 F&B market perform?,中国快速消费品市场较去年增长5.2%，消费升级和城镇化继续增长的两大驱动引擎FMCG in China increases by 5.2%, driven by premiumisation and urbanization中国快消品销售额增长率% ，2018 vs. 2017Total FMCG value growth 2018 vs. 2017,+5.2%,城镇家户数# of urban household+2.3%,均价Average Price+4.6%,食品Food：+4.7%饮料Beverage：+1.5%,购买频率Purchase Frequency+1.5%,2018 vs 2017Data Source: Kantar Worldpanel, Household Panel, 2018 vs 20175,价格持续增长Average pricecontinuously grows,+3.5%,价格增长驱动食品饮料品类销额增加, 而销量的增长疲软Higher price drives value growth of F&B, while volume remains stagnant,销售额增加Sales valueincreases,+4.7%,单次购买量减少Trip volumedecreases,-1.0%,购买频次降低Purchasefrequency drops,-0.2%,+1.5%,+1.8%,-0.9%,-1.7%,食品整体,Total food,饮料整体,Total beverage2018 vs 2017Data Source: Kantar Worldpanel, Household Panel, 2018 vs 20176,网购带动食品饮料市场成长，增长金额贡献达到73%E-commerce drives the growth, with 73% contribution,7,3.0%,4.7%,1.5%,29.9%,40.9%,20.2%,食品饮料Total F&B,食品Food,饮料Beverage,全渠道 Total channel,网购 Online shopping,2018年食品饮料增速2018 F&B value growth,网购对食品饮料增长金额的贡献Spend contribution of online shopping toF&B growth,73%,48%,2017,2018,品类红利及可支配收入的提高，下线城市对市场贡献逐渐增加With more category growing their penetration and disposable incomeincrease, low tier cities contribute more to overall growth,*上线城市指重点和省会城市；下线城市指地级市、县级市和县Upper tier cities refer to Key Lower tier cities refer to PLC,CLC and county8,4.0%,2017,2018,食品饮料市场金额增长F&B value growth,下线城市对食品饮料的金额贡献Spend contribution of lower tier cities to F&B growth,57%,50%,2017,2018,3.3%上线城市Upper tier cities,2.5% 2.8%下线城市Lower tier cities,食品饮料市场最有潜力的三群人Zoom in three group of shoppers,9,Z世代Generation Z,银发一族Active Silvers,小镇青年Lower tier city youth,25%,新一代银发族撬动“银发经济”Active sliver economy is expected to be enormous as China ages,60岁以上城市人口移动通讯设备拥有率86.7%Mobile device ownership in urban olds over 60reached 86.7%,老年人占旅游人数占20%，出境游增长超30%20% tourists are old people and outbound tourismgrew over 30% in old people in 2018.,87.5%老年人在过去1年参加过体育活动87.5% old people exercise in latest year,Population% above 6010,17.9%20252018 (预测 Estimates)60岁以上老人占全中国人口的比重,2.1万亿元2154 Billion RMB,60岁以上人口食品餐饮市场规模F&B market size in shoppers above 602.8万亿元,2,831 Billion RMB,新银发一族的增长更快，更关注健康的品质生活Faster growth, and they start to care about quality life,11,3.0%,6.9%,整体,银发族家庭,2018年食品饮料金额增速2018 F&B value growth,159,68%,34%,19%,10%,108%,39%,36%,14%,豆奶,蚝油,成人奶粉,速冻食品,品类整体,高端产品,*高端产品=品类平均价格1.2倍以上的产品Premium product= category average price x 1.2,氨糖成分保健品Nutrition supplement withglucosamine ingredient银发族家庭购买指数,Old single & couple buyer% index,*银发族家庭购买指数=银发族家庭购买该品类占比/所有家庭购买该品类占比*100Buyer% index=old simple & couple buyer% oncategory/total group buyer% on category*100,2018年银发族家庭购买高端产品金额增速2018 old single & couple family premiumsegment value growth,Total group,Old single & couple,Total category,Premium segment,Soya milk,Oyster sauce,Adult milk powder Frozen food,银发一族在网购上增长惊人，但在北部和西部仍有很大增长的空间Online shopping growth exceptional for active silver, with gap inNorth/West,2018银发族家庭食品饮料网购金额增速2018 Old single & couple familyOnline shopping on F&B value growth41.8%,6.9%整体渠道Total Channels,网购Online shopping,97,108,86,106,银发族家庭网购食品饮料渗透率指数Old single & couple online shopping on F&Bpenetration% index,*渗透率指数=该地区银发族家庭网购渗透率/银发族网购渗透率*100Penetration% index= Old simple & couple buyer% in this region/total region*10012,人口结构和消费能力证明了小镇青年的重要性Population and consumption power indicated importance of lowertier city youth,*小镇青年特指：地级市、县级市和县的单身青年，年轻夫妇，年轻有小孩家庭（小孩年龄小于14岁）Lower tier youth refer to young single & couple, young & mixed family in PLC, CLC and county.13,2.2亿20-35岁中国城镇青年人口数量Low tier city youthpopulation aged 20-35,2366亿小镇青年食品饮料年市场规模F&B market size in lowertier city young family,68%小镇青年家庭占中国城镇青年家庭比重Population of lower tier cityyoung family in total youngfamily,43%小镇青年家庭占下线城市人口比重Population of low tiercity young family inlower tier city,对品质生活的追求驱动小镇青年在不少品类上升级明显，电商起到推动作用Pursuit of higher quality life drives lower tier city youth upgrade,14,食品饮料线上渠道消费金额占比F&B online spend%,9.1%小镇青年Lower tier cityyoung family,7.3%下线城市整体Lower tier city,164红酒Red wine,156保健品Nutrition supplement,131啤酒Beer,118 115 111麦片 饼干 芝士Cereal Biscuit Cheese*均价增长指数=小镇青年该品类购买均价增速/整体青年该品类购买均价增速*100*Average price growth index= category average price growth in lower tier city young family/total young family*100,购买品类均价增长指数Average price growth index,根据区域的差异性制定不同的产品策略Understand different life style of lower tier city youth,15,慢节奏Slower life pace西部West,红酒,Wine,浓汤宝,Bouillon,更西式More western东部East,即饮咖啡,RTD coffee,橄榄油,Oliver oil,惠生活Cheap and cheerful life北部North,蚝油,Soya sauce,方便面,Instant noodles,享便捷Enjoy convenience南部South,固体饮料,沙拉酱,Salad dressing Solid drink,2,当世界瞩目于 世代，,品牌突然发现他们对这一新兴消费人群知之甚少,Its time to focus on GenZ (post-95).,Yet, theres a gap in our understanding of their,consumption power, motivation and preference,我们有多了解 世代？,CDX,Z世代，C位出道，消费实力总览,Overview of GenZ Consumption Power,18,19,中国的Z世代人群（15-23岁）最庞大，计1.49亿人,Z世代正在成为当下的消费担当,GenZ has become theconsumption powerhouse inChina today到2020年Z世代将占据整体消费力的40%,15-24岁 vs整体人群户外食品饮料*金额增速6.6倍,凯度消费者指数 (户外消费样组，一二线城市，2018 vs 2017 *户外食品饮料数据不含现制饮料产品),收入高Z世代每月的可支配收入可观,达,3501元,来源广19-23岁的在校Z世代，35%有多种收入来源,在校Z世代的各种收入来源,7%,40%34%,54%,67%,卖二手物品,校外兼职费用家人提供生活费校内勤工俭学工资奖学金,20,只有家人提供生活费65%,有多种收入来源35%,Z世代 - 消费力强，敢赚敢花Strong spending power driven by wide range of income sources,21,31%31%31%28%,40%45%40%43%,彩妆饰品穿戴式设备电脑Z世代,95前,品类渗透率,Z世代 成熟早，消费早,GenZ already has similar category penetration vs. previous generation,Z世代消费观 & 消费行为,GenZs consumption values & behaviors,22,23,消费动机1消费为社交For Social圈子是买出来的买买买是简单直白的社交方式、寻找认同的表达,消费动机2,消费为人设For Own Style,“我是谁”？“我想成为谁”？买买买助力完成自我塑造,消费动机3消费为悦己For Pleasure Now再不疯狂就迟了买买买带来当下的爽和幸福感,Z世代的三大消费动机,GenZs top 3 consumption,motivations,24, 消费能带来谈资和社交的资本，吸引圈内志同道合的人，成功进入社交圈。 消费亦帮助Z世代拥有和同伴们相同的东西，不落伍，才能更好的维系社交关系，不被排挤。,“为社交”是Z世代的重要消费动机65% Z世代想跟朋友有共同语言,Z世代的消费动机1: “为社交”，通过消费把圈子 “买”出来GenZs consumption motivation #1: BUY FOR SOCIAL,25,Z世代对晒食品饮料不如上一代积极，激发他们的兴趣挑战更大GenZ less active in talking about F&B on internet than oldergeneration and thus bigger challenge to activate their interest,“我总是在社交网络上分享食品饮料方面的照片和观点”,“在吃这件事情上，被视为时尚的人对我而言很重要”,51%51%44%,52%52%45%,XYZ,26, Z世代不断探索和尝试不同的风格，消费不同的品牌和产品，体验不同的生活方式来寻找什么适合自己。, Z世代通过不断购买兴趣相关的品牌和产品，来加深兴趣相关领域的钻研，建立起人设。,“为人设”成为驱动Z世代消费的重要动机,46%,Z世代想要有存在感 (vs. 95前 41%),Z世代的消费动机2: “为人设”，消费助力Z世代完成自我塑造GenZs consumption motivation #2: I AM WHAT I BUY,27, 对兴趣的深刻见解是Z世代重要的自我定义方式，也是产生幸福感的源泉。但兴趣养成需要长时间的积累。 在漫长而重复的兴趣养成中，Z世代会通过拥有心仪的物品带来瞬间的快乐，不断感受到生活中的即时幸福与美好。,因此，“为悦己”成为Z世代的消费动机大于 50% Z世代认同花钱是为了获得幸福感,Z世代的消费动机3: 消费是最直接带来当下爽和幸福感的方法GenZs consumption motivation #3: MY PLEASURE, RIGHT NOW,28,“食品饮料对我来说只是生活必需品,“我吃的多数食品饮料是提前计划好的”,37%41%35%,49%48%43%,XYZ,“我总在寻找食品饮料的特别优惠折信息”,XYZ,46%46%40%,Z世代为满足即时享受会更多冲动购买食品饮料，价格敏感度低For instant gratification, GenZ more likely to buy F&B on impulse & lessprice sensitive,Z世代的饮食需求特点是“随享欢乐”和“解压焕活”GenZ top needs in F&B: Easy Enjoyment& EngagingRelaxation16-59岁消费者不同场景下的饮食需求,7% 可靠供能6% 轻量解馋7% 轻松换味12% 随享欢乐GenZ (Index 125)8% 清甜舒心8% 充沛提神注：%反映了每个需求细分空间占所有饮食合的比例,5% 轻盈补水12% 新鲜纯粹9% 营养补给7% 美味滋养6% 时尚奢享12% 解压焕活GenZ (Index 117),Z世代的“随享欢乐”GenZs Easy Enjoyment愉悦的口感和质地，让享受时光变得更加有趣。此外，独立包装的产品来满足他们在路上充饥和轻松分享给他人的需求,典型消费的包装食品,典型消费场景 面对面/聊天/社交活动 和家人一起看电视 在户外休闲娱乐（如聚会，KTV，打游戏/玩桌游等） 在现场观看电影/运动比赛/演出等 逛街/购物 在休闲场所吃东西（如甜品店，咖啡店，奶茶/果饮铺，烘培店等）,典型消费的包装食品,典型消费场景 上网（微信，玩游戏，购物等） 在学习（如在学校/培训班等） 在运动（如在体育场，健身房，户外跑步/散步等） 在户外休闲娱乐（如聚会，KTV，打游戏/玩桌游等） 在休闲场所吃东西（如甜品店，咖啡店，奶茶/果饮铺，烘培店等非正餐渠道）,Z世代的“解压焕活”GenZs Engaging Relaxation提供独特感官体验、能够缓解压力、放松舒缓并且重获活力；同时还应具有令人印象深刻的包装，彰显自己与众不同、紧跟潮流,32,为社交品牌需要满足Z世代酷爱社交的需求，建立更强的分享意愿，扩大品牌影响力利用前沿互动创新营销,为人设品牌需要结合Z世代的兴趣，更好引起他们对品牌的关注和种草意愿结合兴趣爱好联合营销,为悦己品牌需要借助强社交链和社群的影响力，引导和加速Z世代的购买决策植入社交场合精准营销数据来源： 年轻人消费力调研数据,Z世代三大营销洞察3 Insights for GenZ Marketing,33,趣味性品牌需要满足Z世代在随享欢乐时要有趣好玩的需求，提供与众不同的饮食体验，增加产品区隔力独特极致的感官享受,重颜值品牌需要重视Z世代解压焕活时对产品包装时尚紧跟潮流，印象深刻的诉求，更好引起他们的购买和分享欲望符合Z世代审美的包装,个性化品牌需要提供满足不同场景需求的，甚至带有一定可选的个性化产品属性，增加用户黏性个性化标签丰富产品线数据来源： 年轻人消费力调研数据,Z世代三大创新洞察3 Insights for Product Innovation for GenZ,34,差异化的产品力Win through differentiatedNew Product Experience,社交娱乐驱动品牌建设Influencer/social drivenbrand building &conversion,新零售赋能购买激活New retail channel tostimulate brand activation,寻找增长的原动力Uncover Growth Imperatives,满足消费者对新口味/口感，技术/成分和颜值的渴望Brand power driven by flavor/texture/ingredient/packaging,新口味/质地 New Flavor/Texture,高科技/成分 Tech/Ingredient,巧思设计 Sleek Design/Package,乐事薯片限定口味Lays limitedflavor蒙牛冠益乳BB-12上市累计渗透率2.7%Accumulative pene%消费者重复购买率31%Repeat rate50%销售额来自牛油果全新口味50% of its sales comes from avocado flavor,上市6个月，吸引145万户家庭，其中36%为品牌全新消费者Launched 6 months,attracted 1.45 millionhouseholds, 45% arenew buyers冷萃即饮咖啡Cold brew RTD coffee,光明健能JCAN系列添加专利益生菌Bright JCAN Addpatented probiotics冷萃速溶咖啡,Cold brew instant coffee35,特仑苏有机梦幻盖方便携带,拓宽场景Easy take away, more occasion吸引新消费者购买1.6亿元New buyer purchase 160 million半年累积尝试渗透率2.1%Half year accumulativepenetration% 2.1%儿童家庭偏好指数 115Young & mix family buyer% inde 115设计感更强，迎合年轻消费者审美。Sleek design toappeal to youngconsumers.,36,突破传统，勇敢跨界Brave in sensory innovation and cross-over,猎奇 Bold Sensory Appeal,德芙”奇思妙感”系列Dove,奥利奥“咸辣”口味饼干Oreo salty& spicy突破传统口味，提升感官享受Breakthrough traditional flavor,enhance sense joy,跨界组合 Crossover,洽洽“瓜子脸”面膜,QiaQia mask,旺旺系列洗护用品Want-wantPersonalcare品牌跨界营销，吸引Z世代Brand crossover to attract Generation Z,大白兔奶糖味润唇膏White Rabbit candy-flavored lip balm,IP赋能 brand x IP,格力高联合游戏IP崩坏3Glico x bh3,可口可乐城市罐Coke xcity挖掘文化价值，寻找身份认同Dig culture value,seek identity recognition,37,Oreo DJ mixer in May,9月奥利奥玩味计划Oreo Tasting Project inSeptember,7月线上不定时开放的甜品店；BILIBILI WORLD夏日祭活动Occasional online dessert shopin July, BILIBILI WORLDSummer Event;,游戏社交，互动圈粉，实现品牌年轻化Gaming and entertainment instrumental to attract young consumers借势世界杯，推出趣味H5小游戏，增加与消费者互动H5 game during World Cupto interact with consumer5月奥利奥DJ台,年轻家庭购买偏好指数Young family buyer% index,电影宣发期间派送零食大礼包和观影票提升粉丝粘性snack gift bags and movie ticketsduring movie promotion上市8个月渗透率Launched 8 monthpenetration%3.2%,131,38,社交电商在食品饮料市场的新机遇New opportunities emerging on social commerce platform,20172018,6%16%,微信/微商/朋友圈WeChat channel,社交电商贡献明显 increasing contribution微信渠道对食品饮料金额增长的贡献Contribution to F&B value growth,食品饮料品牌布局社交电商 F&B brands enter,拼多多首发，娃哈哈和拼多多联名定制乳酸菌饮品Wahaha drinking yogurtlaunched on Pingduoduo,蒙牛、伊利、洋河纷纷在社交新零售微商渠道布局Mengniu, Yili,Yanghe plan onsocial platform,14%(+51%),微信渠道食品饮料渗透率Penetration% on F&Bpurchased in WeChatchannel,39,新零售时代玩出更多新模式More new retail models for specific categories,社区生意 Neighbor business,永辉超市miniYonghui Mini社区+生鲜+配送Neighbor + fresh food +delivery生鲜品类占比超6成60% fresh food线上京东到家配送 O2O,打造3公里服务圈社区拼团Neighbor Group Purchasing,社区团购平台,社区居民用户,全渠道打通驱动品牌增长 Omni-channel deployment,良品铺子门店数字化;offline store digitalization”6.18”天猫首个线下突破百万笔交易的商家;6.18 Tmall first shop achievedmillion transaction天猫“双11智慧门店大快消风采榜”行业第一Double 11 Top 1 in new retail storeof FMCG category,百威布局精酿啤酒线下场景,Craft beer occasion团长/便利店京东自营店独家销售罐装精酿拳击猫会员系统与京东平台打通,Exclusively sell packaged craft beer on JDBoxing cat member system link with JD,40,抖音B站吃播+种草Douyin,Bilibili;Live show +wish list,社交媒体亦渠道，传播裂变Social media works!动漫x品牌Animation x brand,打造新场景，创造新需求create new occasion and new needs打造消费场景Create consumptionoccasion拓宽消费时机Expandcategory usage,社交渠道一站式种草拔草并创造新消费场景Social platform integrated with retail channels to create new occasions,社交和娱乐驱动品牌建设和购买游戏和娱乐互动圈粉，利用微信等新的平台，挖掘社交电商潜力。Game and entertainment toattract new followers andutilize WeChat and othersocial-commerce platform,more brand traction41,善用新渠道创造新消费场景构建全渠道的消费者体验，尝试新的社交+购买通道，线上线下协同创造新的消费场景Build eco-system for channel,clear channel function, createmore touch points andoccasions.,打造具有差异化的产品力仍是关键通过新的口味/质地/成分/设计全方位打造产品力和消费者体验，巧用IP/跨界，创造流量Meet consumers aspirationon new flavor, texture,ingredient and design IP/crossover marketing build,新零售时代下的品牌增长逻辑Pathway to Grow Brands in New Retail Era,THANKS,