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时间:2020-03-02
《《2019新零售时代下的品牌增长逻辑》凯度.pdf》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、Inspirationforanextraordinaryworld!新零售时代下的品牌增长逻辑GrowthPathinNewRetailEra虞坚/林峰JasonYu/SteveLin1议程AGENDA中国食品饮料市场趋势1ChinaF&BMarketPerformance重点人群机会–拥抱Z世代2KeyConsumerSegments–EmbraceGenZOpportunities重构品牌增长逻辑3RebuildBrandGrowthPath获下一个风口在哪里?小蓝杯百香果拼多多社区拼团椰子
2、灰MINI喜茶IP营销大白兔牛油果城市罐樱花国潮低糖主义盒马快闪店朋克养生故宫口味定制跨界联名车厘子一人食单身狗粮佛系蓝色猫爪杯香椿自由辣花生巧克力可乐旺旺沙发老字号小猪佩奇网红咖啡限定款营养快线眼影32018年食品饮料市场表现如何?Howdidthe2018F&Bmarketperform?4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FMCGinChinaincreasesby5.2%,drivenbypremiumisationandurbanization中
3、国快消品销售额增长率%,2018vs.2017TotalFMCGvaluegrowth2018vs.2017食品Food:+4.7%+5.2%饮料Beverage:+1.5%购买频率均价城镇家户数PurchaseFrequencyAveragePrice#ofurbanhousehold+1.5%+4.6%+2.3%数据来源:凯度消费者指数,家庭购买样组,2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs20175价格增长驱动食品
4、饮料品类销额增加,而销量的增长疲软HigherpricedrivesvaluegrowthofF&B,whilevolumeremainsstagnant销售额增加价格持续增长单次购买量减少购买频次降低SalesvalueAveragepriceTripvolumePurchaseincreasescontinuouslygrowsdecreasesfrequencydrops+4.7%+3.5%-1.0%-0.2%食品整体Totalfood+1.5%+1.8%-0.9%-1.7%饮料整体Tota
5、lbeverage数据来源:凯度消费者指数,家庭购买样组,2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs20176网购带动食品饮料市场成长,增长金额贡献达到73%E-commercedrivesthegrowth,with73%contribution2018年食品饮料增速网购对食品饮料增长金额的贡献2018F&BvaluegrowthSpendcontributionofonlineshoppingtoF&Bgrowth全渠
6、道Totalchannel网购Onlineshopping2017201840.9%29.9%20.2%48%73%3.0%4.7%1.5%食品饮料TotalF&B食品Food饮料Beverage数据来源:凯度消费者指数,家庭购买样组,2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs20177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Withmorecategorygrowingtheirpenetrationand
7、disposableincomeincrease,lowtiercitiescontributemoretooverallgrowth下线城市对食品饮料的金额贡献食品饮料市场金额增长SpendcontributionoflowertiercitiestoF&BgrowthF&Bvaluegrowth20172018201720184.0%3.3%2.8%2.5%50%57%上线城市下线城市UppertiercitiesLowertiercities*上线城市指重点和省会城市;下线城市指地级市、县级
8、市和县UppertiercitiesrefertoKey&capitalcities;LowertiercitiesrefertoPLC,CLCandcounty数据来源:凯度消费者指数,家庭购买样组,2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs20178食品饮料市场最有潜力的三群人Zoominthreegroupofshoppers银发一族小镇青年Z世代ActiveSilversLowertiercityy
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