2018-2019年婴幼儿线下市场分析报告,3,94M中国下线城市*2017年新出生人口2017 newbornsin China lower city tiers,3,85M美国2017年新出生人口2017 newbornsin the United States,广阔的天地Market is big,49%下线城市Lower City Tiers,婴儿用品金额占比Baby Categories Value Share51%上线城市Upper City Tiers,Upper City Tiers,0-3岁婴儿人口数量0-3 Years Baby Population1： 1.5上线城市 下线城市,Lower City Tiers,消费升级的空间More room to upgrade consumption power,2/3婴儿用品人均消费下线是上线城市的2/3Lower tier cities spend per buyer on babyproducts are two thirds of upper city tiers,6.1下线城市Lower City Tiers快消品花费2012-2017年复合增长率2012-2017 FMCG Spending CAGR,4.4上线城市Upper City Tiers,填补空白市场的机会Growth opportunities for leading brands,71%56%,37%,40%,45%,29%,上线城市 - Upper City Tiers,下线城市 - Lower City Tiers,婴儿奶粉市场前5品牌金额占比IMF Top 5 Brands Value%,婴儿纸尿裤市场前5品牌金额占比Baby Diaper Top 5 Brands Value%,婴儿洗护市场前10品牌金额占比Baby Toiletry Top 10 Brands Value%,下面哪些描述符合下线城市妈妈的购买行为？,Which of the following statement about lower city moms is true?,粗放式育儿,Only buy essentials,买的便宜,buy cheap,网购人数少,Dont shop online,上下线城市购买人数差距不大In lower city tiers, moms dont buy only the essentials,89,90,105,104,上下线购买人数差异指数Penetration Index - Lower City Tiers vs. Upper City Tiers,婴儿湿巾Wipes,婴儿洗发水Shampoo,婴儿爽身粉Baby powder,婴儿口腔护理Dental Care,91,93,98,96,吸奶器Breast Pump,婴儿洗衣液Laundry,Detergent,婴儿用毛巾/浴巾Towel,婴儿餐具Tableware,上下线表示已购买或打算购买人数差异指数Claimed Buyer or Willing to Purchase Buyer Index,再苦不能苦孩子，更偏爱本土高端In lower city tiers, moms also favor premium, especially IMF,上下线婴儿用品平均价格差异指数Average Price Index - Lower vs. Upper City Tiers,101奶粉IMF,94纸尿裤Diaper,99辅食营养品Baby food,95洗护Toiletry,92湿巾Wipes,价格差异指数：下线城市消费者平均价格/上线城市消费者平均价格 *100,No.1376RMB/KG,下线城市高端奶粉Lower City Tiers Premium IMF,的下线城市妈妈网购过婴儿用品of lower cities moms purchased babyproducts online,59%,的下线城市妈妈用微信购买婴儿用品of lower cities moms purchased babyproducts via WeChat,18%,2.00.0,8.06.04.0,12.010.0,上线城市,下线城市,网购实力不俗，积极拥抱微信渠道In lower city tiers, moms like to shop online, especially through wechat微信购买婴儿用品渗透率Baby Categories WeChat Penetration,纸尿裤Diaper,奶粉IMF,洗护Toiletry,湿巾Wipes,辅食Baby Food,62%,的购买金额来自微信Sales from WeChat凯儿得乐游泳纸尿裤Diaper for Swimming Occasion,传播者WOMCommunicator,紧密的人际关系助力社交网络购买渠道Strong personal relationship can help brand drive social commerce高效的需求反馈机制Efficient Demand Feedback System销售者Sellers,使用者Users,针对下线城市妈妈的发展机会,In lower tier cities, there are opportunities to ,细分品类拓展,Develop NicheCategories,持续消费升级,Trade Up,善用社交媒体,Maximize impact ofsocial media,How to play smart in lower tier cities?,如何更有效地抓住下线城市妈妈？,产前是影响品牌选择的重要时机Pre-born stage is crucial to influence brand choice,下线妈妈在6个月孕期及之前开始学习婴儿产品知识At least 3M before the baby is born, lower tier mums start tolearn about Baby Products,71%,下线城市妈妈首次购买奶粉或纸尿裤产前人数占比First Purchase on IMF & Diaper Before Baby birth in LowerCity Tiers,51纸尿裤Diaper,42奶粉IMF,更看重产品的实际功能和性价比Physical function and value for money are still critical,选购婴儿纸尿裤考虑的因素消费者占比Reason to Purchase Diaper by Buyer%,14%,16%,37%,28%,24%,35%,45%,17%,19%,23%,28%,32%,37%,43%,价格合理,设计合理,口碑好,家人推荐,吸收效果,材料柔软,朋友推荐,上线城市Upper City Tiers,下线城市Lower City Tiers,Friend Recommendation,Soft Material,Good Absorption,Family Recommendation,Good WOM,Attractive Design,Reasonable Price,20%,26%,22%,36%,30%,38%,42%,21%,23%,24%,32%,32%,34%,40%,品牌背景,值得信赖,特殊成分,奶源好,家人推荐,口碑好,朋友推荐,Friend Recommendation,Good WOM,Family Recommendation,Good Source of Milk,Special Ingredient,Trust,Brand history,上线城市Upper City Tiers,下线城市Lower City Tiers,选购婴儿奶粉考虑的因素消费者占比Reason to Purchase IMF by Buyer%,36,32,34,与专家合作，突出品牌的专业形象Professional brand image获得婴儿用品信息的途径消费者占比Source of information for Baby Products Buyer%6261,4942,3637,3134,4334,25,2220,1616,1513,6 5,亲友经验Friend,Experience,妈妈学校Mom School,医生Doctor,护理专家Child Care,Expert,互联网Internet,书籍Books,移动AppApp,电视广告TV,护士Nurse,店内浏览In Store,Exploration,户外广告Out Door,Advertise,上线城市Upper City Tiers,下线城市Lower City Tiers,深耕母婴店Expand brand presence in baby stores,22,35,婴儿用品渠道金额占比Baby Categories Value%,Baby Store线上online,Overseas母婴店,其他Others大卖场/超市Hyper & Super海外,上线城市Upper City Tiers,下线城市Lower City Tiers,西部地区43%West Region 43%,24,28,30,26,24,下线城市,东部East,西部West,南部South,北部North,下线城市各区域母婴店前十零售商金额占比Top10 Baby Store Retailers Value% by Region in Lower Tier Cities,线上线下融合Omni-channel opportunities,天猫智慧母婴室Tmall Smart NursingRoom,美赞臣 X 京东Mead Johnson with JD,爱他美 X 孩子王 X 腾讯Aptamil with Kidswant andTencent,要更好地挖掘下线城市妈妈潜在商机To tap into opportunities in lower tier cities,理性的追求Aspiration for quality实际功能Physical functions高性价比Value for money,紧密的人际关系Relationship sells社交媒体Maximize impact of social media专业导流Expertise to drive traffic,新零售的探索Ride on new retail消费者拓展Reach new shoppers现代物流/高科技赋能Supply chain/tech to empower,