亚洲品牌力量（英文）

HOW ASIA’S RISING RETAILERS ARE RESHAPING FMCGISSUE 2 2017CONTENTSIntroductionThe power partnerships driving FMCG growth in AsiaResponding to demographic changeAgeing populations, shrinking householdsAdapting to the change in mealtimesSmaller package sizes – and an appetite for experimentationDiferentiating amongst older shoppers0304Bringing convenience and community togetherBridging the gap between modern and traditional tradeShrinking stores to grow FMCG shareConvenience stores as community hubsDriving down prices through competition for shelf space08Fusing ofine and onlineOrdering onlineTargeting promotions through technologyOptimising the supply chainThe secrets of successful retailer partnerships in Asia13Reassuring on Safety and Quality17Demonstrating values and social purpose19Product innovation and speed to market21Providing a shopping experience23Conclusion 25 5851389012221141851327PHILIPPINESTAIWANSOUTH KOREACHINAVIETNAMTHAILANDPEN. MALAYSIAINDONESIAConsumer Reach Point 2016THE POWER PARTNERSHIPS DRIVING FMCG GROWTH IN ASIAMarcy Kou, CEO of Kantar Worldpanel AsiaSome of the fastest-growing FMCG brands on the planet are to be found in the markets, convenience stores, supermarket aisles and kitchen shelves of Asia. However, the growth on ofer in Asian markets remainsfar from evenly distributed. Multinational brands continue to lag behind the dramatic advances made by their local competitors – and few show signs of closing the gap.Glance at the ranking of the world’s most chosen consumer brands compiled by Kantar Worldpanel, and you quickly notice that, across Asia, no two markets choose the same FMCG brand most frequently. Most are dominated by those that have emerged within their own borders. It’s a trend that sees multinational brands often struggling to compete efectively in some of the fastest-growing markets on earth. And it leaves marketers urgently asking themselves what local brands have that their rivals struggle to match.A large part of the answer lies in the brand and value propositions that local brands represent: expertly attuned to the emotional and functional needs of their customers, and with business models that supportINTRODUCTION03more accessible pricing. Most analysis of their success focuses on these elements. However, there is a third driver of their dominance that is equally signifcant. The rise of local Asian FMCG brands has taken place alongside an equally dramatic rise for local retailers. Thepartnerships formed by these two types of Asian champion are fundamental to their success: they help to make local brands more mentally available than multinational rivals; and they support innovative retailer strategies that are both anticipating and responding to Asia’s changing shopping habits.In this report, we will explore this hidden dimension of the rise of Asia’s FMCG brands. We will reveal the local retailers that increasingly act as gatekeepers to rapid-growth markets, the types of partnerships they seek, and the