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1、中国快速消费品市场新趋势调查报告WINNINGOVERSHOPPERSINCHINA’S“NEWNORMAL”ChinaShopperReport2015,Vol.1Copyright??2015Bain&Company,Inc.andKantarWorldpanel.Allrightsreserved.WinningovershoppersinChina’s“newnormal”
2、Bain&Company,Inc.
3、KantarWorldpanelPageiContents1.Executivesu
4、mmary........................................pg.32.Fullreport..............................................pg.6a.China’sdeceleratingFMCGmarket..........................pg.6b.Pricingdynamics:Premiumizationvs.commoditization.............pg.9c.Channelevolution:Chi
5、naembracessmallermodernformatsandonlineshopping....................................pg.13d.Chinesevs.foreignbrands:Thebattlecontinues................pg.183.Implicationsforbrands.....................................pg.234.Abouttheauthorsandacknowledgments........
6、................pg.24WinningovershoppersinChina’s“newnormal”
7、Bain&Company,Inc.
8、KantarWorldpanelPageiiWinningovershoppersinChina’s“newnormal”
9、Bain&Company,Inc.
10、KantarWorldpanelPage3ExecutivesummaryForthefourthconsecutiveyear,Bain&Companypartneredwith
11、KantarWorldpaneltostudytheshoppingbe-haviorsof40,000Chinesehouseholds.Asinpreviousyears,weequippedresearchparticipantswithbarcodescannerstotrackwhattheypurchased,ratherthanrelyingonwhattheysaidthey’dpurchased.Thisuniqueapproachgivesusaclearpictureofthepurchasea
12、ctivityofshoppersacross106categoriesoffast-movingconsumergoods(FMCG).Asexpected,our??ndingsshowedacontinueddecelerationingrowthformostcategoriesofFMCG.Intermsoftotalvalue,China’sFMCGmarketgrowthhasmoderatedinrecentyears,droppingfrom11.8%in2012to9><#990099'>7.4%
13、in2013to5.4%in2014.Thisperiodofmoderategrowthhasintroduceda“newnormal”formakersofFMCG,andwinningbrandswillworkquicklytounderstanditsdimensionsandadapt.Weconductedadeepanalysisof26categories1spanningfourlargeconsumergoodssectors—personalcare,homecare,beverageand
14、packagedfood—thatrepresentabout80%ofallFMCGpurchases.In2014,salesgrowthdeclinedineachsectorexceptpersonalcare,whichmaintaineditsgrowthrateofaround8%in2014(seeFigure1).Salesg
