2018新零售营销创新思考分析报告.pptx

2018新零售营销创新思考分析报告,凯度消费者指数 全球领先的消费者行为研究机构,Kantar Worldpanel Global Leader in Behavior Insights,所想,Think,消费者Consumers年龄，性别，收入地区，心理等Age, Gender, Income, Region, andother characteristics,所看See媒介接触点消费者媒介习惯调研（包括电视、手机、网络等）Media Touch PointConsumer Media Behavior (Incl. TV, Mobileand Internet etc.),品牌认知Brand Awareness购买途径Shopping Channels所买 所用Shop Use购物篮分析 使用者画像产品，渠道 使用时机分析促销，价格，包装 使用原因分析Shopping Mission User Profile, Usage Occasion,Promotion, Price and Package LinkQ U&A,3,以消费者为核心，记录完整消费路径中的各个环节以及全渠道的购买行为We monitor purchase/usage pattern as well as what they see and think on a continuous basis,市场在变，茶饮界的网红也在变,Hot selling bubble tea has changed thanks to Douyin,过去一年消费市场冷暖如何？,How was the market in the past year?,4.1%,3.6%,4.3%,2014,2016,2017年明显回暖，消费升级和城市人口增长是主要动力整体快消品，全渠道，年度消费金额增长率Total FMCG, all channels, yearly value growth rate8.0%5.9%,2017家庭数量 Urban Famlies+3.4%,2015平均价格 Average price+2.9%,2013频次 Frequency-3.3%,双速前行的中国市场，随着消费方式的改变，冷热差异巨大,7,+29%网上购物2017年销售增速E-commerce sales growth电商渠道E-commerce,+22%现制茶饮2017年销售增长On premise tea drink growth户外消费Out of Home,+2.8%家庭包装食品饮料销售增长户内消费In-home,166,939,今年上市新品数量比2016增长30%30% more new SKUs were pickedup compared to 2016,+42%,豆奶的增长值得瞩目，在下线城市的增长更为强劲；豆本豆的加入也推动了这种增长Soy Milk reported mostimpressive growth, with DouBen Dous entry,69%,监测106个品类，73个品类实现增长73 out of 106 categoriesachieved growth,进入对的品类，通过创新驱动增长Enter the right market, and drive growth through innovation is critical,新零售时代下，构建人货场的组合， 推动消费升级,In the new retail era, innovation is to be re-constructed,9,场,Occasions,人,Consumers,货,Product,把握未来消费者的需求是探讨创新的起点,Innovation starts withconsumers at the center,11,中国消费者对于健康的定义发生了巨变Fundamental shift in how consumers see health & wellness,美丽自信Looking good, feel good,安全Safety & Defense,效果明显Impact & efficacy,舒适享受Pleasure/Fun,恢复活力Rejuvenation,+8%酸奶Yogurt,+42%豆奶Soybean Milk,+9%包装水Package Water,+10%,乳酪Cheese,+18%固体营养粉Nutrient Solid Drink,更加健康的生活方式意味着新的品类机会As consumers re-define health, category opportunities become more divided.50%Penetration% of taking exercises at least once a week每周至少运动一次人数比例销售额增长率% 2017年vs.2016年Value Growth Rate%, 2017 vs 2016,13,10-14岁儿童增长率E2021 VS. 2016Families with children aged 0-14E 2021 vs. 2016,IP+趣味性零食 -小猪佩奇饼干在年轻有小孩家庭中渗透率已到11%IP+ fun Pepa Pig penetration reached11% amongst young families with kids,把握儿童家庭对于食品饮料的需求，引航蓝海Families with kids saw tremendous growth potential wellness and fun is the new blue ocean购买儿童保健品的家庭增加290万户，该市场达到了29%销售增长2.9milion new Families bought childhealth supplements, with 29% growth+7%,好货需要分享 年轻人的生活态度Sharing on social media is an attitude of life,颜值即正义, 个性化和黑科技为产品赋能,Appearance and design sells,Individual & technologyempower brand success,颜值即正义，食品饮料也不例外Attractive appearance and feel of design sell,新生代消费者的个性化使得消费升级和平价好货并行Individualization means opportunities for both luxury and value products,56.4%,58.3%,55.3%,2016,53.3%2017Q2,品牌选择非常重要,品牌会反映出我是什么样的人；Brand choice is important and itreflects who I am,我很乐意多花钱去购买原创的或独一无二的品牌；I am willing to spend more moneyon brands either original or unique,18,高端化产品：乐纯酸奶每盒平均25元人民币, 每KG单价是酸奶均价的9倍Premium Products: Lepur Yogurt per box 25 RMB, 9 timeshigher than yogurt avg price/kg.高端化口碑爆款,通过技术与体验的加持，进一步推广品牌Further advertise/distribute brand through technology.德国进口技术它是国内真正的滤乳清酸奶85年滤乳清酸奶德国老牌工艺GEA Westfalia提供技术顾问和设备支持。覆盖全国冷链,用户驱动的消费升级以及技术研发的提升使得乐纯的销售在2017增长4倍Consumer driven premiumisation and R&D helped Lepur expanded sales by 400%,19,个性化定制涂鸦包装奥利奥Can design and order personalized painting package.有趣多样化,通过技术与体验的加持，重新品牌发力Rejuvenate brand through technology and consumerpersonal experience音乐盒AR游戏,个性化和黑科技的赋能助力奥利奥恢复增长Individual customization and technology help to rejuvenate Oreo,打造新的购物场景,激活购买,Leverage new,purchase occasions to,activate purchase,21,场景化，智能化与即时化赋予场新的内涵和外延The scope of purchase is great extended in the new retail era智能化 (smart) AR/VR iBeacon 无人结账 (un-manned stores),即时化 (instant) 移动支付 (mobile payment) O2O服务(O2O delivery),场景化 (scene) 体验店 (brand store) 快闪店 (pop up store) 卖场+餐饮 (supermarket + dining),品牌需要创造更多真实的体验来拉近和消费者的距离Brands need to leverage physical space to build real touch with consumers,缤纷的户外活动如在外就餐, 看电影以及在咖啡馆等第三空间等都能带来巨大机会。Big opportunities in different OOH occasions like eating out, watching movie & cafe,在家烹饪Cooking In Home在外就餐Eating Out,4%复合增长率CAGR(2010-2013)13%,3%复合增长率CAGR(2013-2016)10%,Starbucks星巴克+1 家店 / 15 小时Hrs,2017年中国电影收入：559亿人民币，同比+13.5%,比起户内，户外市场对于某些品类来说是个更大的市场Compared with in-home, OOH market is much bigger for some categories.户内 vs. 户外 | 关键指标 | 重点、省会城市 | 截至17年6月滚动一年,53Frequency频次,44 RMBAvg. spending / Trip客单价5.4Packs per Trip次均购买件数,94Frequency频次,15 RMBAvg. spending / Trip客单价2.4Packs per Trip次均购买件数,In Home户内,Out of Home户外,46%,54%,成功案例 悠哈味觉糖Successful Case UHA,悠哈推出新品味觉糖，口感更好，内含真果汁New Product Cororo with better taste and real Juice,可以在办公室做自己的DIY产品Introduce more DIY food to consume inOffice,12% 总体糖果 total Candy vs23% 悠哈品牌 total UHA,+86%17年上半年对比去年同期销售额增长Sales Value Growth17H1 vs. YA办公室消费次数比例%Office Consumption Occasion%,成功案例 七喜Successful Case 7 Up,在大众点评上发起投票活动Activity on Dianpin to vote forrestaurant,在餐厅或酒吧里用七喜调特饮Special drinks with 7 Up forrestaurants & bars,27% 总体碳酸饮料 total CSD vs38% 总体七喜品牌 total 7Up,用代言人直播的形式介绍新品Celebrity broadcast to introducespecial drinks,+14%17年二季度对比去年同期销售量增长Sales Volume Growth17Q2 vs. YA和朋友聚餐次数比例%Leisure Meal Together Occasion%,通过技术赋能，打造新的流量入口和使用时机Empowered by technology, new traffic and usage occasions can be generated,新零售时代下的创新思考Decode Innovation in the new retail era,28,123,走心：通过情感建立心的连接，用更健康，更省心，更快乐的方式满足新消费时代的需求Connect through emotions stimulate consumerdemand through healthy, convenience and pleasure拔草：用颜值激发兴趣，让产品自带流量，通过个性化和黑科技激发消费欲望Stimulate interest by beautiful design and letproduct speak for itself; use and technology toactivate new purchase occasion场景： 营造和品牌有密切关联的新使用和购买场景（特别是互联网技术赋能的户外场景），提升转化Connect brands with new purchase and usage(especially those OOH occasions activated by internettechnology) occasions to drive conversion,THANKS,