尼尔森2017年中国消费品市场解读(消费研究)1

《尼尔森2017年中国消费品市场解读(消费研究)1》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、消费者信心指数创历史新高，各指标提升CCIREACHSHISTROICALHIGH,THREECOMPONENTSRISERESPECTIVELY中国消费者信心指数中国消费者信心指数构成要素ChinaConsumerConfidenceIndexComponentsofChinaConsumerConfidenceIndex1126669+76210710668+7646156+45248Y15Y16Q317Y15Y16Q317中国消费者信心指数就业预期个人经济情况消费意愿ChinaCCIJobProspectsPersonalFinanceWi

2、llingnesstoSpend数据来源：中国消费者信心调查Source:ChinaConsumerConfidenceSurvey3Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.市场变化加速THEPACEOFTHECHANGEISACCELERATING有多少2007年前100品牌已消失在2017年的市场？HOWMANY2007TOP100BRANDSNOLONGEREXISTIN2017TOP100?54BRANDS数据来源

3、：前1000品牌；尼尔森突破性创新报告Source:Top1000Brands;NielsenBreakthroughInnovationStudy4Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.购买力趋于年轻化人群，品牌忠诚度分散PURCHASEPOWERTENDTOYOUNGERGENERATIONWITHDIVERSIFIEDBRANDLOYALTY对比去年，增加家庭开支的比例尝试新品意愿%ofpeopleincrease

4、householdexpenditurevsYA%ofpeoplemorelikelytotrynewproductsPost00消费新生代NewGeneration1990s44%25%消费主力军MainForce1980s44%19%1970s37%21%1960s32%21%1950s34%18%数据来源：国家统计局；中国消费者信心调查Source:ChinaNationalBureauofStatistics;ChinaConsumerConfidenceSurvey5Copyright©2017TheNielsenCompany(US)

5、,LLC.Confidentialandproprietary.Donotdistribute.日新月异的市场，创新却举步艰难MOREINNOVATION,BUTHARDERTOSURVIVE中国新品

6、概览CHINAINNOVATIONLANDSCAPE25,473+15%vs2015#NPDs新品个数70%+6%SHORTCYCLEINNOVATIONLESSTHAN18MONTHS多创新短周期存活短于18个月INNOVATIVE-22%NPDSEFFICIENCY快SALESVALUE/SKU#GROWTH新品效率下降SHORTCYCLE新品

7、销售额/新品个数增长率难DIFFICULT数据来源:2016年尼尔森突破性创新报告38品类Source:2016NielsenBreakthroughInnovationStudy38Categories6Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.营销费用比重增加，投资回报率却停滞不前INCREASINGPORTIONOFMARKETINGSPENDSTAGNATEINROI中国快消品市场营销活动投资回报率ChinaCPGM

8、arketingROI(RMB)营销花费占收入比MarketingspendingtoRevenueRatio36%30%29%31%28%25%¥1.2¥0.9¥0.9¥0.9¥0.9¥0.7201120122013201420152016H1数据来源:2017年尼尔森中国快消品市场营销分析36品类Source:2017NielsenCPGMarketingMixMetaAnalysis36Categories7Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.

9、Donotdistribute.不一样的明天CHALLENGETOMAKEDECISIONTODAYFORAFUTUREENVIRONM