,2018-2019年零售市场全渠道增长机会分析报告,零售现状一览,The new landscape,过去三年，零售新名词新概念层出不穷。Many new terms and concepts emerged in the past year,小红书实体Little Red Book,Offline Store,盒马鲜生Hema,超级物种Super Species,网易考拉实体Kaola Offline Store,淘宝心选Taobao Select,苏宁极物Sunning Jiwu,天猫小店Tmall Grocery,京东便利店JD CVS,无人店Unmanned Store,自助货架Unmanned Shelf,五大零售商通过全渠道战略调整，跑赢大盘。,Top 5 retailers outperform through omni-channel expansion.,+5%,五大零售商销售增长率, 2017,Top 5 retailers value growth rate, 2017,截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,过半数消费者会在7+渠道购物：重点城市通路更多元化，年轻人渠道选择较为集中。Over half of the shoppers purchased in 7+ channels: more choices in key cities while youngconsumers opt for less channels7+渠道购买快消品的购物者占比, 2017Buyer% of shoppers shopping in 7+ Channels, 2017,52%中国城市Urban China,47%年轻购物者Young Shoppers,57%重点城市Key Cities截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,115,148,全渠道推动市场增长 - 全渠道购物者购物更加频繁，价值更高。Omni-channel helps accelerate growth - omni-channel shoppers shop more frequently andspend more.全渠道购物者购物指数，对比非全渠道购物者Index of omni-channel shoppers, VS. none- omni-channel shoppers,全年购物花费Shopping Spend Index,购物频次Shopping Frequency Index,截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,体验Experience,满足购物者需求，创造良好体验依然是零售的核心。Meeting shoppers needs and building superior shopping experience remain core of retailing方便快捷Convenience多样选择,Variety,物有所值Value for Money,零售发生了什么变化？,What are changes in retail?,渠道的边界由鲜明到融合。Boundary of channels increasingly blurred.物有所值Value for Money多样选择Variety方便快捷Convenience,过去：渠道定位清晰Past: specific position for each channel,现在：战场边界模糊Now: blurred boundaries, more convergence,截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,线上火爆的高端，小众，网红产品也在悄悄进入实体店铺，甚至是传统渠道。Premium, niche brands and emerging brands are also entering online space, even grocery stores整体快消品前50品牌金额占比， 2017Top 50 brands value% in total FMCG, 2017,天猫小店Tmall Grocery,线上Online16%,线下Offline29%,大润发RT-Mart截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,零售的主体，关系与内容被重新定义。Omni-channel redefines the subject, relationship and content of retail.,购物者是零售中心。Shoppers back to the core of retail.新内容New content内容多角度统一驱动，引发传播。Content is driving multi-dimensionalactivation and triggers WOM,新主体New object新关系New relation渠道赋能品牌商与购物者多维度互动，创造一致卓越的体验。Channels empower brands to create,consistent and superb experience.截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,如何应对改变,How to respond to changes?,零售商与品牌商迎来新的机遇。Omni-channel brings opportunities to both retailers and brands,线上线下流量管理；场景与品类联动Online & offlinetraffic and purchaseconvergence,全渠道营销，线上线下联动Omni-marketing andonline & offlineunified activation,年中年度相互大促，推动电商和实体店铺协同增长。Online and offline synchronization through mid-year and Double 11 festivals,线上快消品渗透率,FMCG Penetration Online,2015 11.11,18% Penetration,2016 618,18% Penetration,2016 11.1123% Penetration,2017 61821% Penetration,2017 11.11,28% Penetration,2015 61812% Penetration兰蔻/银泰/天猫 携手打造双十一嘉年华LANCOME/INTIME/TMALL Co-create Growth through Singles Day Carnival兰蔻销售额增长率,Lancôme Value GR%58%2017 双十一2017 11.11,32%2017全年2017 Whole Year,截至2017年12月29日的52周；美妆样组，截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13, Beauty Panel, MAT17P13,派样机为公众号圈粉Sampling machine brings morefollowers,线下一扫即知线上点评Scan in offline stores to read onlinecommentaries,魔镜省时，尝试更多妆容AR make-up to save time and enticemore trials,科技赋能场景，提高消费者体验。Technology empowers creation of new occasions & enhancement of experiences,扫码购让购物快快快Scan & Go makes shopping easy,110年轻家户单一渠道购物倾向性Preference of shopping in <7 channelsfor young families,线上线下联动，让年轻购物者爱上实体购物。Online & Offline interaction drives young shoppers back to the physical stores.天猫旗舰店 （清扬）+ 大润发Clear Flagship Store + RT-Mart115,115年轻家户购买清扬樱花倾向性Preference of Clearfor young families截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,社交传播Social Spread,上海服装周快闪店铺Pop-up Store,线上AR与购买AR experience and buy,朋友圈种草WeChat Moment,立顿茶包年轻消费者倾向性Young shoppers index of Lipton Tea Bag,173MAT 18 P6,全渠道互动，环绕挑逗年轻消费者。Multiple interactions to stimulate young consumers purchase,截至2017年12月29日的52周 Data source: Kantar Worldpanel, HHP,MAT17P13,全渠道营销环境下的启示。Implications to brands in the omni-channel world,01企业必须向数据/洞察驱动转型，通过消费者在不同渠道的购买行为生成专有数据，以支持创新和全渠道策略。Brands need to turn into data andinsight driven business, withproprietary consumer data to enableproduct innovation and omni-channelstrategy,02评估渠道重要性，了解不同渠道购物者的购物者旅程以及决策顺序 以优化渠道投资。Evaluate the importance of eachchannel and understand theconsumer journey and decisionhierarchy across channels to optimizeinvestment across channels,03渠道即媒体-洞悉全渠道营销投资的优化组合，推动消费者从认知到转化并成为品牌的粉丝Retail Channels are also media -deeper understanding how yourinvestment in online and offline storesdrive awareness to loyalty,