2017年中国消费品市场解读.pdf
<p>Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.2 7.0% 7.0% 6.9% 6.8% 6.7% 6.7% 6.7% 6.8% 6.9% 6.9% 6.8% 1.2% 1.3% 1.4% 1.4% 2.1% 2.1% 2.0% 2.0% 1.4% 1.4% 1.5% Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 国内生产总值增幅 居民消费价格指数中国经济稳中向好，消费持续拉动CHINA CONTINUES MODERATE STABLE AND SOUND GROWTH, CONTRIBUTED BY CONSUMPTION 数据来源：国家统计局Source: China National Bureau of Statistics 宏观经济指数Macroeconomic Index 65% 62% 58% 2015 2016 2017 消费对 GDP增长贡献 | 1 月 -9 月Consumption Contribution to GDP Growth (Jan-Sep) China GDP China CPI Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.3 消费者信心指数创历史新高，各指标提升CCI REACHS HISTROICAL HIGH, THREE COMPONENTS RISE RESPECTIVELY 数据来源：中国消费者信心调查Source: China Consumer Confidence Survey 66 62 69 64 61 68 48 52 56 Y15 Y16 Q3 17 就业预期 个人经济情况 消费意愿107 106 112 Y15 Y16 Q3 17 中国消费者信心指数中国消费者信心指数China Consumer Confidence Index 中国消费者信心指数构成要素Components of China Consumer Confidence Index China CCI Job Prospects Personal Finance Willingness to Spend +7 +4 +7 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.4 市场变化加速THE PACE OF THE CHANGE IS ACCELERATING 数据来源：前 1000 品牌；尼尔森突破性创新报告Source: Top 1000 Brands; Nielsen Breakthrough Innovation Study 有多少 2007年前 100品牌已消失在 2017年的市场？HOW MANY 2007 TOP 100 BRANDS NO LONGER EXIST IN 2017 TOP 100? 54 BRANDS Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.5 购买力趋于年轻化人群，品牌忠诚度分散PURCHASE POWER TEND TO YOUNGER GENERATION WITH DIVERSIFIED BRAND LOYALTY 数据来源：国家统计局；中国消费者信心调查Source: China National Bureau of Statistics; China Consumer Confidence Survey 44% 44% 37% 32% 34% 1960s 1970s 1980s 1990s 对比去年，增加家庭开支的比例% of people increase household expenditure vs YA 1950s Post 00 消费主力军 Main Force 消费新生代 New Generation 25% 19% 21% 21% 18% 尝试新品意愿% of people more likely to try new products Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.6 日新月异的市场，创新却举步艰难MORE INNOVATION, BUT HARDER TO SURVIVE 数据来源 : 2016年尼尔森突破性创新报告 38品类Source: 2016 Nielsen Breakthrough Innovation Study 38 Categories -22% NPDS EFFICIENCY SALES VALUE/SKU# GROWTH 新品效率下降新品销售额 / 新品个数 增长率25,473 +15% vs 2015 # NPDs新品个数中国新品 | 概览 CHINA INNOVATION LANDSCAPE 70% +6% SHORT CYCLE INNOVATION LESS THAN 18 MONTHS 创新短周期存活短于 18个月多INNOVATIVE 快SHORT CYCLE 难DIFFICULT Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.7 30% 29% 25% 31% 28% 36% 营销花费占收入比￥ 0.9 ￥ 1.2 ￥ 0.9 ￥ 0.9 ￥ 0.9 ￥ 0.7 2011 2012 2013 2014 2015 2016H1 营销费用比重增加，投资回报率却停滞不前INCREASING PORTION OF MARKETING SPEND STAGNATE IN ROI 数据来源 : 2017年尼尔森中国快消品市场营销分析 36品类Source: 2017 Nielsen CPG Marketing Mix Meta Analysis 36 Categories 中国快消品市场营销活动投资回报率 China CPG Marketing ROI (RMB) Marketing spending to Revenue Ratio Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.8 不一样的明天CHALLENGE TO MAKE DECISION TODAY FOR A FUTURE ENVIRONMENT Click to edit text 2017 2025 企业 今天 作出的创新决定COMPANIES ARE MAKING INNOVATION DECISION TODAY 通常会基于现在的市场环境OFTEN BASED ON INSIGHTS OF THE CURRENT MARKET ENVIRONMENT 但这些创新和策略WHEN THESE STRATEGIES & BIG BETS WILL BE OPERATING IN AN ENVIRONMENT . 将会面对非常不一样的 明天THAT COULD BE VERY DIFFERENT TOMORROWCopyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.9 总结 2017，展望 2018 2017 ANNUAL TREND SUMMARY, 2018 INDICATION 消费者趋势Consumer Trend 市场趋势Market Trend 营销趋势Marketing Trend 洞察新生代消费特征Consumption characteristic 遵循市场高端、绿色、体验化Premiumisation 、 Green and Experience 主导内容为王、 IP当道Content is key, IP is favored 对话年轻人 下一个风口 寻求高效化Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.10 新生代消费特征NEW GENERATION CONSUMPTION CHARACTERISTICS 女性崛起Feminism 彰显自我Embody Me 超级消费Super Consumer Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.11 我就是我，一个变幻莫测的我REVEAL WHO I AM, A CHANGEABLE INDIVIDUAL 数据来源：二手资料；尼尔森 95后报告Source: Secondary source; Nielsen Post 95s Report 享受热门 IP的快闪体验Enjoy pop-up experience 标榜自我的炫食一族Seek differentiated affection 雪碧推出 10亿瓶英雄联盟罐Sprite launched 1bn LOL IP can互动体验Interaction 28% 与众不同Differentiated 31% 味全拼字瓶实现品牌年轻化Weichuan realized brand rejuvenation 五一期间营业四天的奶茶快闪店4-day Milk tea store 继双十一购物狂欢节之后针对年轻人推出的另一个节日Specifically target to younger generation 全国各地 108家淘宝店代表国内创造力的 IP 作品以及网红108 taobao stores represent creativity and popularity 95后对食品饮料的情感需求相关的 : Post 95 s emotional need for F&B: Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.12 爱极限爱分享，逼格务实的追求者LOVE EXTREME SPORTS, SOCIAL AND COOL APPEARANCE 数据来源：尼尔森体育 ;尼尔森 90后报告Source: Nielsen Sports; Nielsen Post 90s Report 运动上极限社交化Socialize extreme sports 90后外观风格偏好 -90 后的语言Post 90 Appearance Preference 汽车上追求逼格Prioritize Appearance in Auto 社交分享sharing 95后热衷参与的运动 Post 95 s Popular sports 发动机、底盘不再是买车重要决定Focus on appearance rather than configuration Running Basketball Cycling Skiing Extreme Gym 100Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.13 17% 29% 2010 2016 女性消费撑起半边天RISING FEMALE CONSUMPTION 数据来源：中国消费者信心调查 ; 尼尔森汽车报告Source: China Consumer Confidence Survey; Nielsen Auto Report 女性车主比例Ratio of woman driver 中产男女购车预算 | 个人月收入 1.5+ Vehicle budget for Middle class with 15k per month 日常花销的去向Spare daily expenditure on 男性Male 女性Female 38 32 10 32 27 46 39 37 37 30 新衣服 子女教育 化妆品 旅游 出门娱乐女性 :35 万Female: 350k 男性 :20 万Male: 200k New cloth children education Cosmetics Travel Out home entertainment Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.14 不断拓展传统男性消费领域CONSTANTLY EXPAND INTO CONVENTIONAL MALE CONSUMPTION 数据来源：尼尔森体育Source: Nielsen Sports 2011-2015 年间对足球感兴趣的女性 增多Women are more likely interested in soccer during 2011-2015 +30%44% 33% 我认为 品牌应该在女子体育上投资更多46%全国马拉松参赛的女性比例 从 2015年到 2017增加了 10% 达到 46% Woman marathon participants increased by 10% to 46% in 2017 看体育的人在改变Sports audience are changing +331% 部分女性体育产品销量变化Sports products sales gr （ Y14/16 ）+421% +258% 瑜伽垫Yoga mat 女性泳衣Swimming suit 参与体育群体在改变Participants are changing 站内女性相关搜索量Key word search related with woman （ Y14/Y16 ）I think brand should invest more in woman sports Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.15 超级消费者：收益高 热情高SUPER CONSUMER: HIGH ON PROFIT AND PASSION 超级消费者经济学THE ECONOMICS OF SUPER CONSUMERS 品类家庭数CATEGORY HOUSEHOLDS 品类销售额CATEGORY SALES 品类收益CATEGORY PROFIT 10% 50-60% 品类增长CATEGORY GROWTH 40% 30% 重度使用者HEAVY USER 重度参与者HEAVILY ENGAGED 超级消费者SUPER CONSUMERS 热情PASSION 收益PROFITS Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.16 渴望更多与厂商之间的互动，渗透影响力EAGER FOR INTERACTION AND INFLUENCE ON MANUFACTURER 3.5X 想法数量Fair Price Index 贵价指数 首次超 50 Premium Price Index > 50 快消品FMCG 21 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.高端消费意愿是跨行业增长的保证PENETRATE OTHER INDUSTRY TO BOOST THE GROWTH 数据来源：尼尔森科技报告；汽车报告；二手资料Source: Nielsen T&T Report; Auto Report; Secondary Research 电子产品Electronics 家用电器Home Appliance 汽车Auto 24% 26% 13% 22% Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 RMB 2,500 - 3,500 Above RMB 3,500 智能手机分价格段市场份额 % Smart Phone Value Share by Price Tier 79% 消费者表示近半年里就有购买高端家电的计划Consumer plan to buy high-end appliance in the next half year 44.8% 电视TV 43.0% 55.1% 柜机空调AC 烤箱Oven 购买 高端家电产品品类 的购买意愿 (%) Purchase willingness on high-end appliance 中国豪华车市场China Luxury Auto Market 144 216 2013 2016 单位：万辆Unit: 10k VS 8.6% 中国乘用车Total Auto 22 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.对未来消费升级的持续发酵秉持乐观态度KEEP OPTIMISTIC FOR FUTURE PROSPECTS 数据来源：尼尔森 S2017 年 CEO 问卷Source: Nielsen 2017 CEO Questionnaire Biggest Driver 第一驱动力零售商Retailer 厂商Manufacturer 19 19 35 14 24 33 Trade-Up 消费升级Rising Middle Class 扩大的中产阶级New Retail 新零售Trade-Up 消费升级Innovation 创新驱动New Retail 新零售制胜之道Winning Key 未来前景Future prospects 消费升级Go Premium 23 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.市场趋势MARKET TREND 市场趋势Market Trend 健康绿色 Green Consumption 零售改革 Retail Evolution 消费升级 Premiumisation 24 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.不断上升的收入支撑消费者对健康理解的提升INCREASING INCOME IMPROVE UNDERSTANDING OF HEALTH 环境健康健康管理对身心有益符合质检标准健康理解阶段Understanding of health 全国居民人均可支配收入National Resident Disposable income 健康生活 健康饮食、科学运动18,311 20,167 21,966 23,821 2013 2014 2015 2016 增速Growth Rate +8% 数据来源：国家统计局Source: China National Bureau of Statistics Environmental health Health life Health management Meet quality inspection standard 25 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.强烈的健康意识改变了对食品饮料的购买习惯STRONG HEALTHY AWARENESS IMPACTS F&B CONSUMPTION 数据来源：尼尔森零售指数Source: Nielsen Retail Measurement Service MORE: LESS: 122% 24% 15% 12% 10% 水果茶 纯果汁 包装水 酸奶 运动饮料-7% -6% -3% -1% -1% 口香糖 低浓度果汁 散装糖果 即溶咖啡 巧克力滚动年度 17年 09月食品饮料整体销售增长率MAT 1709 F&B Value growth +5.3% 83% 70% 中国 全球平均83% 的消费者主动调整饮食预防健康疾病% Actively make dietary choices to help prevent certain health conditions 全球排名 : 1st Global Ranking China Global average 更主动Proactive Fruity Tea NFC Pwater Yogurt Drink Sports Drink Chewing gum Juice Drink Loose Pack Confectionery Instant Coffee Chocolate 26 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.全民运动意识和热情赋能体育产业蓬勃发展EXERCISE AWARENESS AND DEDICATION RISING BRING PROMISING GROWTH ON SPORTS INDUSTRY 数据来源：中国体育总局；中国马拉松协会Source: China General Administration of Sport, China Marathon Association 134 328 2015 2016 备案马拉松数马拉松赛事数Number of Marathon matches and participants 2015 1.7万亿1,700 Billion 2025 5万亿5,000 Billion 体育产业总规模Sports Industry Size 360 434 2015 2016 中国体育人口（百万）Number of sports participants (MN ) Registered matches Participants (MN) 参赛人数（百万）1.5 2.8 3倍27 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.追求健康上升到重视健康生活的阶段PLACE IMPORTANCE TO HEALTHIER LIFE 数据来源：中国消费者信心调查 ; 尼尔森 2016年快速科技报告；二手资料Source: China Consumer Confidence Survey; 2016 Nielsen Tech Fast Forward Report; Secondary Research 空净器Air purifier 净水设备Water purifier 未来 12个月想买的东西 | 对比前季度Purchase intension in next 12 months vs PP -2 -2 -2 -1 -1 -1 -1 -1 +2 +2 +4 Water purifier 净水器Smart bracelet 智能手环Air purifier 空气净化器E-reader 电子阅读器Game console 游戏主机Internet TV 互联网电视盒子Smart TV 智能电 视Tablet 平板电脑Wifi router 无线路由器Laptop 笔记本电脑Smart watch 智能手表健康保健科技 HEALTHCARE TECHNOLOGY 到 2020年占全球医疗技术市场 12的份额12% Share Of The Global Medical Technology Market By 2020 智能手环Smart bracelet 12% 16年增长YoY +21.3% +17.7% +24.4% 28 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.开始改变意识，养成节能环保的绿色消费FORM ENVIRONMENTAL PROTECTION AWARENESS 数据来源：国家统计局；可持续报告Source: China National Bureau of Statistics, The Sustainability Imperative Report 节能环保Environmental Protection 新能源汽车增长率EV growth 集成电路、太阳能电池等产品的产量增长率Integrated circuits, solar cells production growth +30.8%+20% 消费者表示愿意支付更多给承诺对环境可持续 的品牌OF CONSUMERS SAY THEY ARE WILLING TO PAY MORE FOR BRANDS WITH A COMMITMENT TO SUSTAINABILITY 66% 全球GLOBAL 80% 中国CHINA 消费意识Changing Consideration 17年前三季度YTD 1709 29 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.市场趋势MARKET TREND 市场趋势Market Trend 健康绿色 Green Consumption 零售改革 Retail Evolution 消费升级 Premiumisation 30 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.新零售百花齐放，激活线下增长BLOOMING NEW RETAIL, ACTIVATE OFFLINE REBOUND 数据来源：尼尔森零售指数 ;尼尔森 S2017 年 CEO 问卷Source: Nielsen Retail Measurement Service; Nielsen 2017 CEO Questionnaire +7% +1% +32% 滚动年度MAT Oct16 线上 +线下Online+Offline 线下Offline 线上Online +10% +5% +27% 滚动年度MAT Oct17CONGREGATED STORE UPGRADED GROCERY AUTOMATIC CVS 集成型门店 升级食杂店 无人便利店CEO们如何看待新零售？ What do you think new retail? 这是一场改变行业的革新A NEW CONCEPT THAT WILL CHANGE THE INDUSTRY 这只是另一种形式的电商ANOTHER FORM OF ECOMMERCE 45% 48% 48% 33% 6% 19% 厂商零售商这是个需要证实的新概念A NEW CONCEPT THAT IS YET TO BE PROVEN 新零售业态 Online and Offline are blending 31 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.零售改革去增强消费者体验是核心RETAIL EVOLUTION STICK WITH SHOPPING EXPERIENCE 体验Experience shoppers think enjoyable shopping experience is important 运用高科技提升体验Apply Technology To Improve Shopping Excitement 餐饮娱乐一体化Integrate Dining & Entertainment Area To Enable One-Stop Shopping 借力 O2O平台加速送达Leverage Online Platform To Speed-up Delivery 增强绿色成列更好引流Enlarge Fresh Food Area And In-Store Layout To Attract Traffic 85% 购物者认为舒适的购物体验很重要32 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.零售本质：做好引流最大化销售CORE RETAIL SALES: MAXIMIZE TRAFFIC AND OUTPUT 线上线下融合最大化引流Online offline merge to maximize traffic 陈列销售员促销娱乐体验化生活服务化提升消费体验Enhance shopping experience 扩大销售篮子Increase basket size 形成品牌回流Elevate branding image 33 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.把握市场脉搏，制胜新消费MARKET TREND 市场趋势Market Trend 健康绿色 Green Consumption 零售改革 Retail Evolution 消费升级 Premiumisation 把握品质需求，创造升级机会Leverage quality of life demand, create trade-up occasion 理解健康阶段，针对性健康投入Understand health stages, specific health investment 增强购物体验，增加流量利润Enhance shopping experience, increase traffic profit 34 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.设备选择 营销内容 效果监测DEVICE SELECTION MARKETING CONTENT RESULT MONITOR 新时代营销趋势NEW ERA MARKETING TREND 35 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.互联网用户向移动端迁徙，加速营销生态从开环到闭环的孵化HIGH CONCENTRATION OF MOBILE COMMERCE ACCELERATES THE E-TAILER ADVERTISING ECOSYSTEM FROM OPEN TO CLOSED LOOP 数据来源：尼尔森数字化研究报告 2017，中国互联网络信息中心报告，尼尔森 2016Q1 全球生态结果Source: Nielsen Connected Commerce Report Jan 2017; The 40th Statistical Report on Internet Development (2017) ； Nielsen 2016Q1 Global Mobile Ecosystem Result中国互联网用户以及移动互联网用户数量是美国的 3倍左右Chinese internet users and mobile internet users are about three times that of the United States 721 MILLION 237 MILLION USA CN 96% 65% 中国移动互联网用户使用手机支付的意愿更强Chinese mobile internet users have stronger willingness to pay via mobile than users in the United States 非常愿意 +愿意使用手机 App购物People Highly+Somewhat Likely use a mobile app to make a purchase 36 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.热门 IP吸引年轻消费者关注OTV ATTRACTS YOUNG CONSUMERS THROUGH HOT IP PROGRAMS 原创小众内容综艺Original Niche Shows IP 自制剧目IP Content-based Drama 256 173 256 198 25-29 岁 （ Age) 25-29 岁 (Age) 经典游戏Classic Games 热门网络小说Popular Online Novels 年轻人感兴趣的话题Hot topics among Young IP 粉丝数据来源：尼尔森 2017年数字广告收视率报告Source: Nielsen 2017 DAR Annual Report 37 Copyright?2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.品牌广告通过有趣的内容营销传递给消费者BRANDS CONVEY ADVERTISEMENTS TO CONSUMERS THROUGH CONTENT MARKETING 直播Live Show 口播Small talk show 剧情道具 Props Product used as props during the drama. 弹窗Brand showed aligning with drama content. 弹幕Barrage showed brand names 数据来源 : 图片来自于网络 Pictures</p>
