销 苏 费 书 October 2020消费性科技白皮书, OCT 2020 2 2020 们 为发 变 业务 样 业 户 / 值驱动 应对 杂 业务 战 Facebook 赋 们 产 紧 联 们 产 过30 亿 续 创 动 过 报 见 业 发 营销 动 术 时 业务 长 . Micson Kwong Industry Director, Greater China Region Facebook3 COVID GfK 调查 术 费 时 过 说 习应对COVID 带 销 苏 这 报 结 : GfK 销 统(POS) GfK 营销组 费 们 图显 场 带 这现 营销 场 这 报 们 场 为 亚 罗 联 这 场为 带 报 见 绘 场 轨 备 费 购买 标 GfK 营销组 议 销 额 营销组 CONSUMER TECH WHITEPAPER, OCT 20204 报 总览: 论 GfK 资产 结 营销 费 场 产业 销 统 过 们 统 实际 销 评 现 竞 对 进 较 60+ 180 亿+ 产 纪录 100,000+ 业 2 + 项 Facebook GfK 执 费 调查( ) 样 线 样调查 问 长 : 25 问题 调查 样 总 10,738 1548 亚 1549 1542 1509 罗 1524 1546 联 1520 访 标 过 购买 预计 购买 费 过 寻 调查 购买 虑购买 围 调查 间 2019/10/14 2019/11/4 GfK 营销组 销 动 组 营销 动 结 GfK 销 统 进阶 计 经济 结 专 业 场 CONSUMER TECH WHITEPAPER, OCT 20205 录 01 时 6 02 业 销 8 03 12 04 驱动购买 16 05 营销组 动销 22 06 动销 26 07 结论 30 CONSUMER TECH WHITEPAPER, OCT 20206 时 01 CONSUMER TECH WHITEPAPER, OCT 20207 时 为2020带 鹅 应 动 渐趋 缓 还 缓 这 诊 时间 许 经 历 发 动 时 费 进 带 经济 层 这 现 为 严 这 现 经济 经济 还 丝 China 89,814 USA 5,866,053 Brazil 3,761,391 India 3,310,234 Data as of Aug. 28, 12 p.m. CST. Source: NBC News, Johns Hopkins University Coronavirus Resource Center 1. Straits Times: New Zealand reports 13 new confirmed coronavirus cases. After going 102 days without any new reported infections (16 Aug 2020) Confirmed Covid-19 cases by country 01 CONSUMER TECH WHITEPAPER, OCT 20208 场 02 CONSUMER TECH WHITEPAPER, OCT 20209 场 带 经济 锁 费 积 经济 态 渐 归 渐渐 现 预 这 结 还 说 线 销 归 态 费 标 GfK 显 费产 (TCG) 销 渐 费 钱 费 场 02 Global TCG Market: Consumer Electronics incl. Photo, Small/Major Domestic Appliances, Telecom, IT incl. Office Source: GfK POS Market Intelligence, Panelmarket, International coverage excl. North America how some countries got ahead of the rest (2 Apr 202011 销 这 键 场 渐 详细 说 这 场 们 态 罗 销 联 较 较 为缓 图 们 值 : 销 显 长 应 渐渐 场 态 这 发 Smartphone sales have bottomed out in key markets Global TCG Market: Consumer Electronics incl. Photo, Small/Major Domestic Appliances, Telecom, IT incl. Office Source: GfK POS Market Intelligence, Panelmarket, International coverage excl. North America & South Africa, based on non-subsidized prices USD fix CONSUMER TECH WHITEPAPER, OCT 202012 03 CONSUMER TECH WHITEPAPER, OCT 2020这 场 费 对 36% 亚 罗 过 这 这 拥 赢 这 场 额 这 显 场 营销组 动 资产 13 GfK 这 场 费 调查 们 层 费 们 们对 03 36.4% 32.8% 30.4% Chinese brands Other Asian brands Western brands 7 Countries (N=10738) Source: GfK and Facebook Consumer Survey, 2019 Chinese brand preference higher than other Asian and Western brand at total level 53.4% 23.5% 22.7% India (N=1548) 42.7% 38.8% 17.8% Indonesia (N=1549) 29.6% 36.6% 33.7% Brazil (N=1542) 39.0% 34.7% 25.8% Spain (N=1509) 49.2% 28.8% 21.7% Russia (N=1524) 12.8 % 37.6% 49.2% UK (N=1546) 28.5% 29.5% 42.0% UAE (N=1520) Chinese Brands Other Asian Brands Western Brands CONSUMER TECH WHITEPAPER, OCT 2020 Note that the survey was conducted in October 2019. While this survey is pre-COVID, the results of the survey also between 1H2019 with 1H2020驱动 场 为 费 对 场 还 动 执 们 针对 场 拟订 场 驱动 费 14 22.9% 33.0% 44.1% Chinese brands Other Asian brands Western brands 7 Countries (N=4163) 购买 费 对 较 约 23% 亚 场 们对 显 Western and other Asian brands attract higher brand preference at total level (price band USD400*) 42.1% 26.2% 31.7% India (N=477) 27.3% 42.8% 29.7% Indonesia (N=414) 23.4% 38.2% 38.4% Brazil (N=589) 20.4% 37.4% 42.2% Spain (N=602) 24.2% 30.4% 45.4% Russia (N=425) 10.6 % 32.2% 57.3% UK (N=793) 22.4% 27.3% 50.3% UAE (N=863) Source: GfK and Facebook Consumer Survey, 2019 Chinese Brands Other Asian Brands Western Brands CONSUMER TECH WHITEPAPER, OCT 2020 *Amongst respondents whose current phone purchased costs USD400 Q10a: Which smart phone brand are you most likely to buy for your next smart phone replacement费 场 劲 15 CONSUMER TECH WHITEPAPER, OCT 2020 58.4% 22.3% 18.8% India (N=1071) 48.3% 37.4% 13.5% Indonesia (N=1135) 33.4% 35.6% 30.8% Brazil (N=953) 51.3% 33.0% 15.0% Spain (N=907) 58.9% 28.2% 12.5% Russia (N=1099) 15.1 % 43.4% 40.8% UK (N=753) 36.5% 32.3% 31.2% UAE (N=657) Source: GfK and Facebook Consumer Survey, 2019 Chinese Brands Other Asian Brands Western Brands *Amongst respondents whose current phone purchased costs USD400 Q10a: Which smart phone brand are you most likely to buy for your next smart phone replacement? 购买 级 费 对 约 45% 这 劲 亚 罗 场 驱动 这 场 值 这 驱动 绝 对 发 长 经济 们 备 应对 费 转 购买 场 45.0% 32.7% 21.8% Chinese brands Other Asian brands Western brands 7 Countries (N=6575) Stronger brand preference for Chinese brands across all markets at total level (price band USD400*16 驱动购买 04 CONSUMER TECH WHITEPAPER, OCT 202017 GfK 费 调查 发现 费 为 拥 摄 质 应 虑 换 诱发 费 购买 为 这边 说 义 说 传统 驱动购买 应 亚 场 60% 费 发 们购 罗 过40% 发购 动 驱动购买 04 Q18- What triggered the purchase of your mobile phone? Top 3 choices The different choices are subsequently grouped under 5 broad classifications of triggers: Usage Needs, Social, Upgrade/Replacement, In-store events/promotions, and advertising CONSUMER TECH WHITEPAPER, OCT 2020 5. Purchase triggers have been clustered into several buckets. The advertising bucket would consist of a mix of both traditional and digital ads. Usage occasions bucket is an aggregation of several activities such as taking photos, social media, gaming, etc传统 发购买 18 们 传统 们发现 传统 发 费 显 发购 买 显 较 续 发 费 购买 图 赋 视 锁 变 态 带 费 为转变 们 须 费 备 这样 为 费 India Indonesia Brazil Spain Russia UK Overall 23% 33% 26% 18% 18% 18% 23% 23% % consumers citing traditional ads as a trigger of purchase 35% 59% 42% 37% 25% 26% 22% 34% % consumers citing digital ads as a trigger of purchase UAE Q18- What triggered the purchase of your mobile phone? Top 3 choices The different choices are subsequently grouped under 5 broad classifications of triggers: Usage Needs, Social, Upgrade/Replacement, In-store events/promotions, and advertising CONSUMER TECH WHITEPAPER, OCT 2020们 费 19 摄 时 经 发 购买 显 发 费 购买 图 过 Q18- What triggered the purchase of your mobile phone? Top 3 choices The different choices are subsequently grouped under 5 broad classifications of triggers: Usage Needs, Social, Upgrade/Replacement, In-store events/promotions, and advertising CONSUMER TECH WHITEPAPER, OCT 2020Facebook 为 动 购买 20 亚 联 这 场 Facebook 为 这 场 Facebook 为 这 费 为Facebook 传 费 仅仅 线 产 费 对 场 竞 压 过 须 费 驱动 费 转换 Q14ar1 - Which of these sources do you find particularly helpful or will change your decision, when you were still just thinking about buying or casually looking for smartphone? (ranking question) India Indonesia Brazil Spain Russia UK UAE 28.1% 23.3% 12.8% 11.8% 5.7% 16.3% 19.7% 4.4% 5.0% 4.2% 2.7% 1.8% 3.3% 5.2% 2.6% 3.7% 3.4% 2.8% 1.0% 2.7% 4.3% FB Total Source most frequently cited as rank 1 35.1% Facebook 32.0% Facebook 20.5% Online video (non Facebook) 17.2% Physical stores 8.5% Online video (non Facebook) 22.3% Facebook 29.3% Facebook % consumers ranking Facebooks influence over their smartphone purchase decision making Rank 1 Rank 2 Rank 3 CONSUMER TECH WHITEPAPER, OCT 202021 购买 过 长 46% 49% 42% 42% 52% 50% 50% 26% 24% 22% 29% 20% 25% 22% 18% 15% 20% 17% 15% 15% 16% Around 1 week Around 2 weeks Around 1 month Length of smartphones purchasing journey India Indonesia Brazil Spain Russia UK UAE 说 费 购买 费 (60% ) 购买 GfK 销 报 显 说 55% 销 发 实 现 长 销 产 为 导 须 产 发 发 发 阶 时间 该 营销 动 驱 动 费 CONSUMER TECH WHITEPAPER, OCT 2020 6. Based on flagship smartphones with Android OS in the 7 countries studied in this report. Note that smartphone sales can carry on for a period of around 20 months so there is an extensive long tail after the initial burst of sales.22 营销组 动销 05 CONSUMER TECH WHITEPAPER, OCT 202023 GfK 营销组 坚实 显 销 稳 营销组 动 GfK 营销组 显 销 动对 驱动销 14% 销 营销组 驱动 这14% 销 约 销 销 动 驱动 传统 动销 电视 带 销 则 较为 较为 实 质 对销 贡 这 销 贡 传统 驱动 销 86% 7% 4% 4% 14% Base Promotions Traditional Media Digital Media 14% of device brand sales are driven by media and promotion support 2.1% 1.2% 1.2% 1.1% 0.9% 0.6% 0.5% 0.6% 1.4% 3.0% 1.3% 2.8% 3.1% 3.8% 4.7% ecommerce ads Display Search Social Display (Programmatic) Video Radio OOH Print TV in-store Promoters Flyer Cashback Price Promotion Driving sales is heavily dependent on price promotions with strong support from ATL Source: GfK MMM global norms. Consumer technology 营销组 动销 05 CONSUMER TECH WHITEPAPER, OCT 202024 资 报 传统 领导 资 报 虑 则 变 GfK 营销组 证 资 报 传统 资 报 资 报 驱 动销 资 报 销 为 结 GfK 费 调查结 证 实 这 为Facebook 认为 Source: GfK MMM global norms. Consumer technology Digital media is 4.3 times more efficient than non digital advertising Social media* delivers the strongest ROIs. Followed by display 100 36 155 Average Traditional Digital Indexed ROI (Indexed against average ROI) 117 86 33 17 19 57 107 181 195 362 Radio Print OOH Cinema TV ecommerce ads Video Search Display Social media CONSUMER TECH WHITEPAPER, OCT 202025 产 营销组 GfK 营销组 显 场 产 拥 资 报 报 杂 费 则 场 对 动销 较为 应对 产 单 营销组 样 营销 动 该产 场对 资 报 Source: GfK MMM global norms. Consumer technology Premium vs non premium segregation in GfK norms distinguished by price band above or below the category average. Products that self identify as premium products are also classified as premium Non-premium sales Premium sales Indexed ROI (Indexed against average ROI) 91 174 17 1 21 74 127 179 101 164 120 70 40 25 19 51 102 183 223 449 CONSUMER TECH WHITEPAPER, OCT 202026 动销 06 CONSUMER TECH WHITEPAPER, OCT 202027 动 值 转 为业务绩 时 认 为 资产 难 时 GfK 营销组 们 对 销 GfK 营销组 说 值 驱动16% 销 显 间 该 销 营销组 拟 这证 业务 现 坚实 值 资产 过 为 导 为 销 驱动 间 认 积 长远经营 说 获 品牌之于推动销售的角色 06 Sales decomposition from MMM norms BTL Traditional Digital media Base Direct effects of marketing mix drives 14% of sales Promotion Traditional Digital media Brand Impact Base Indirect effects 16% of sales linked to brand effect* *brand effect on sales derived by integrating specific metrics from brand health trackers into the MMM timeseries CONSUMER TECH WHITEPAPER, OCT 2020 7. M: The importance of brand building and equity during COVID 19 (27 Mar 202028 营销组 检视 营销组 仅 评 营销 动 驱动 销 评 值对销 间 营销 动对 销 驱动 们 须汇总 应 应 则 们 营 销组 营销组 应 应 应对销 电视 线视频 Brand effects shown to boost sales contributions and ROIs in GfK norms *Note that brand effects also contain base brand effects that cannot be attributed to media deployed within the timeframe of analysis 16% impact of brand on sales Social Search Display Video TV OOH Average indexed ROI from media (direct effect + brand effect) OOH Video Social Display Search TV Average sales contribution of media (direct effect + brand effect) CONSUMER TECH WHITEPAPER, OCT 2020 4.2% 1.6% 1.6% 1.3% 0.9% 0.7% 433 228 216 178 121 3829 线 购 长 带动线 们预 线 购 长 动 线 长 线 购 场 额 缓 发 线购 维 较 销 对 说这 GfK 营销 组 费 线 10 块 0.80 线 驱动 费 钱购 们 场对 销 贡 联 长 Online sales of smartphones (value share %) Source: GfK POS Market Intelligence, Panelmarket, International coverage (excl. North America & South Africa), Sales Value USD with a fixed exchange rate, Value Growth % Year-on-Year Technical Consumer Goods (TCG): Consumer Electronics, IT, Office Equipment, Multifunctional Technical Goods, Photo, Telecom, Small & Major Domestic Appliances, Personal Diagnosis Devices 1% 3% United Arab Emirates 18% 25% Russia 14% 18% Spain 19 % 22% Indonesia 28% 42% Great Britain 19% 34% Brazil Jul 2020 Jun May Apr Mar Feb Jan CONSUMER TECH WHITEPAPER, OCT 2020 8. GfK MMM norms based on technical consumer goods. Note that any promotional effect is accounted for separately even if they are communicated via digital media, e.g. price promotions, cashbacks30 结论 07 CONSUMER TECH WHITEPAPER, OCT 2020CONSUMER TECH PLAYBOOK, OCT 2020 31 们 这 结 ? 1. 销 时 经过 应 稳 2. 说 费 对 还 这 场( 400 ) 显 对 为营销组 3. GfK 营销组 应 过 为 导 电视 线视频 对 销 4. 发购买 Facebook 认为 对 购买 键 这 GfK 营 销组 观 证实 拥 较 资 报 5. 产 场 营销组 营销组 费 营销组 驱动 产 资 报 现较 产 场 报 杂 费 营 销组 则 驱动 产 资 报 现较 结论 07 结论: 这 们 渐 销 续 长 线 销 营 销组 这 议题32 Bryan Wang Director, Marketing Science, Greater China & APAC, Gaming Facebook 们 营销 员 营销 费 费 场 满 费 们 书 营销 员 费 为 时 营销 组 们 营销 战 这 拥 Facebook GfK 营销 现 CONSUMER TECH WHITEPAPER, OCT 202033 Winnie Kung Commercial Director, GfK Taiwan Winnie 场 业拥 15 经验 计 拥 识 专业 识 专业领 电 费电 时 产业 Spencer Ng Marketing Analytics lead, GfK Asia Spencer 场 费 15 亚 东 场 领导亚 营销 业务 们优 营销组 资 关于GfK 滥 获 键 GfK 值 赖 GfK 结 业务 拥 过85 经验 们对细节 领 统 们为 这 仅 终 场 议 键业 务 销 组织 营销 这 为 们 诺 识 长 关于Facebook Facebook 2004 赋 们 产 紧 联 们 Facebook 应 术 联 发 进 业务 CONSUMER TECH WHITEPAPER, OCT 20209-Nov-20 Title of presentation (Insert / Header & Footer / Apply to All) 34 GfK2020