凯度-赢得零售全渠道：在新发明中找到增长（英文）.docx

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1、WINNINGMNICHANNELFINDINGGROWTHINREINVENTEDRETAILISSUE2

2、JUNE2018OVERCOMINGZEROGROWTHCHANNELSTRATEGYGLOBALGROWTHFORMATSCONTENTS03OVERCOMING‘ZERO’04OMNICHANNEL:AGLOBALPICTURE06DEFININGCHANNELSTRATEGY08GLOBALMARKETTRENDS10NEWGROWTHFORMATS:E-COMMERCE12NEWGROWTHFORMATS:DISCOUNTERS13FORECAST14WHERETOFIND

3、GROWTH15CREDITS2INTRODUCTIONOVERCOMING‘ZERO’:FINDINGGROWTHINFMCG25There’snowayofhidingit:growthhasbecomemoredifficultforfast-movingconsumergoods(FMCG)brandsandretailers.Just1.9%wasaddedtotheglobalvalueoftheFMCGindustrylastyear,andthere’sadisconnectbetweenitsgrowthandthatofgrossdomesticproduct(GDP)—w

4、hichsawanincreaseofaround4%duringthesameperiod.Assuch,‘zero’hasbecomethewatchwordfortheFMCGindustryglobally.Zero-basedgrowth–ontheassumptionthatgrowthwillremaingenerallyflatinvolumeinthecomingyears–isthestartingpointformany.Growthisattheheartofbrands’andretailers’strategies.Inthispublicationwewille

5、xploreglobalFMCGandretailtrends,lookingathowtodrivegrowththroughdifferentlenses:geographies,targets,andtypeofbrands,whetherlocalorglobal,brandedorprivate.Wewillassesstheimpactofchannelsincludinge-commerceanddiscounters—thetwofastest-growingchannelslastyear.Wewillprovideanextendedvisionofareasincludi

6、ngout-of-home(OOH),andhowtheFMCGtradewillcontinuetochangeinthecomingyearswiththe‘O+O’(onlineandoffline)proposition.AtKantarWorldpanel,weprovideacompletepictureofFMCGperformanceacrossallchannels;auniqueunderstandingofwheretofindgrowth.25GlobalGDPversusGlobalFMCGvaluegrowth7%6%5%4%3%2%1%0%252018220122

7、0132014201520162017GlobalFMCGGlobalRealGDP25SourceKantarWorldpanel,InternationalMonetaryFund25OMNICHANNEL:AGLOBALPICTUREUSA:+0.5%9.9%1.9%88.2%ModerntradeE-commerceTraditionalandothersGLOBAL:+1.9%44.9%55%0.1%32.4%5.8%61.8%LATINAMERICA+7.3%25OMNICHANNEL:AGLOBALPICTURETheretailindustrycontinuestounder

8、gosignificantchanges.Theimpactoftechnologyisclearforalltosee,andshopperbehaviourhasbecomemoredifficulttopredict.Retailersandmanufacturershavebeenforcedtoreinventthemselvestoremainrelevantinthisnewenvi