最新尼尔森权威-2017年中国消费品市场解读

Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.27.0%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%Q115Q215Q315Q415Q116Q216Q316Q416Q117Q217Q317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CHINACONTINUESMODERATESTABLEANDSOUNDGROWTH,CONTRIBUTEDBYCONSUMPTION数据来源：国家统计局Source:ChinaNationalBureauofStatistics宏观经济指数MacroeconomicIndex65%62%58%201520162017消费对GDP增长贡献|1月-9月ConsumptionContributiontoGDPGrowth(Jan-Sep)ChinaGDPChinaCPICopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.3消费者信心指数创历史新高，各指标提升CCIREACHSHISTROICALHIGH,THREECOMPONENTSRISERESPECTIVELY数据来源：中国消费者信心调查Source:ChinaConsumerConfidenceSurvey666269646168485256Y15Y16Q317就业预期个人经济情况消费意愿107106112Y15Y16Q317中国消费者信心指数中国消费者信心指数ChinaConsumerConfidenceIndex中国消费者信心指数构成要素ComponentsofChinaConsumerConfidenceIndexChinaCCIJobProspectsPersonalFinanceWillingnesstoSpend+7+4+7Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.4市场变化加速THEPACEOFTHECHANGEISACCELERATING数据来源：前1000品牌；尼尔森突破性创新报告Source:Top1000Brands;NielsenBreakthroughInnovationStudy有多少2007年前100品牌已消失在2017年的市场？HOWMANY2007TOP100BRANDSNOLONGEREXISTIN2017TOP100?54BRANDSCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.5购买力趋于年轻化人群，品牌忠诚度分散PURCHASEPOWERTENDTOYOUNGERGENERATIONWITHDIVERSIFIEDBRANDLOYALTY数据来源：国家统计局；中国消费者信心调查Source:ChinaNationalBureauofStatistics;ChinaConsumerConfidenceSurvey44%44%37%32%34%1960s1970s1980s1990s对比去年，增加家庭开支的比例%ofpeopleincreasehouseholdexpenditurevsYA1950sPost00消费主力军MainForce消费新生代NewGeneration25%19%21%21%18%尝试新品意愿%ofpeoplemorelikelytotrynewproductsCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.6日新月异的市场，创新却举步艰难MOREINNOVATION,BUTHARDERTOSURVIVE数据来源:2016年尼尔森突破性创新报告38品类Source:2016NielsenBreakthroughInnovationStudy38Categories-22%NPDSEFFICIENCYSALESVALUE/SKU#GROWTH新品效率下降新品销售额/新品个数增长率25,473+15%vs2015#NPDs新品个数中国新品|概览CHINAINNOVATIONLANDSCAPE70%+6%SHORTCYCLEINNOVATIONLESSTHAN18MONTHS创新短周期存活短于18个月多INNOVATIVE快SHORTCYCLE难DIFFICULTCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.730%29%25%31%28%36%营销花费占收入比¥0.9¥1.2¥0.9¥0.9¥0.9¥0.7201120122013201420152016H1营销费用比重增加，投资回报率却停滞不前INCREASINGPORTIONOFMARKETINGSPENDSTAGNATEINROI数据来源:2017年尼尔森中国快消品市场营销分析36品类Source:2017NielsenCPGMarketingMixMetaAnalysis36Categories中国快消品市场营销活动投资回报率ChinaCPGMarketingROI(RMB)MarketingspendingtoRevenueRatioCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.8不一样的明天CHALLENGETOMAKEDECISIONTODAYFORAFUTUREENVIRONMENTClicktoedittext20172025企业今天作出的创新决定COMPANIESAREMAKINGINNOVATIONDECISIONTODAY通常会基于现在的市场环境OFTENBASEDONINSIGHTSOFTHECURRENTMARKETENVIRONMENT但这些创新和策略WHENTHESESTRATEGIES&BIGBETSWILLBEOPERATINGINANENVIRONMENT….将会面对非常不一样的明天THATCOULDBEVERYDIFFERENTTOMORROWCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.9总结2017，展望20182017ANNUALTRENDSUMMARY,2018INDICATION消费者趋势ConsumerTrend市场趋势MarketTrend营销趋势MarketingTrend洞察新生代消费特征Consumptioncharacteristic遵循市场高端、绿色、体验化Premiumisation、GreenandExperience主导内容为王、IP当道Contentiskey,IPisfavored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NEWGENERATIONCONSUMPTIONCHARACTERISTICS女性崛起Feminism彰显自我EmbodyMe超级消费SuperConsumerCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.11我就是我，一个变幻莫测的我REVEALWHOIAM,ACHANGEABLEINDIVIDUAL数据来源：二手资料；尼尔森95后报告Source:Secondarysource;NielsenPost95sReport享受热门IP的快闪体验Enjoypop-upexperience标榜自我的炫食一族Seekdifferentiatedaffection雪碧推出10亿瓶英雄联盟罐Spritelaunched1bnLOLIPcan互动体验Interaction28%与众不同Differentiated31%味全拼字瓶实现品牌年轻化Weichuanrealizedbrandrejuvenation五一期间营业四天的奶茶快闪店4-dayMilkteastore继双十一购物狂欢节之后针对年轻人推出的另一个节日Specificallytargettoyoungergeneration全国各地108家淘宝店代表国内创造力的IP作品以及网红108taobaostoresrepresentcreativityandpopularity95后对食品饮料的情感需求相关的:Post95’semotionalneedforF&B:Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.12爱极限爱分享，逼格务实的追求者LOVEEXTREMESPORTS,SOCIALANDCOOLAPPEARANCE数据来源：尼尔森体育;尼尔森90后报告Source:NielsenSports;NielsenPost90sReport运动上极限社交化Socializeextremesports90后外观风格偏好-90后的语言Post90AppearancePreference汽车上追求逼格PrioritizeAppearanceinAuto社交分享sharing95后热衷参与的运动Post95’sPopularsports发动机、底盘不再是买车重要决定FocusonappearanceratherthanconfigurationRunningBasketballCyclingSkiingExtremeGym100Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.1317%29%20102016女性消费撑起半边天RISINGFEMALECONSUMPTION数据来源：中国消费者信心调查;尼尔森汽车报告Source:ChinaConsumerConfidenceSurvey;NielsenAutoReport女性车主比例Ratioofwomandriver中产男女购车预算|个人月收入1.5+VehiclebudgetforMiddleclasswith15kpermonth日常花销的去向Sparedailyexpenditureon男性Male女性Female38321032274639373730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:200kNewclothchildreneducationCosmeticsTravelOuthomeentertainmentCopyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.14不断拓展传统男性消费领域CONSTANTLYEXPANDINTOCONVENTIONALMALECONSUMPTION数据来源：尼尔森体育Source:NielsenSports2011-2015年间对足球感兴趣的女性