新时代“心”方向，凯度消费者指数

凯度消费者指数/Kantar Worldpanel 李嵘/Rachel Lee 新时代“心”方向 How to innovate in the New Era? 凯度集团--全球最大的广告传播集团WPP的重要业务分支 2 广告媒体投资管理 Advertising Media Investment Management 医疗保健 Health Care 公共关系&公共事务 Public Relations & Public Affairs 数字营销 Digital Marketing 品牌塑造和视觉识别 Branding&Visual identity 数据、洞察及咨询 World’s Leading RESEARCH, DATA and INSIGHT BRANDS consulting. Kantar–An important branch of the world's largest advertising and communications group WPP. 凯度消费者指数：以消费者为核心，记录完整消费路径中的各个环节 年龄，性别，收入 地区，心理等 Age, Gender, Income, Region, and Personalities. 消费者 Consumers 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 Point Consumer Media Behavior (Incl. TV, Mobile and Internet etc.) 所想 Think 品牌认知 Brand Awareness 购买途径 Shopping Channels 所买 Shop 购物篮分析 产品，渠道 促销，价格，包装 Shopping Mission Promotion, Price and Package 所用 Use 使用者画像 使用时机分析 使用原因分析 User Profile, Usage Occasion, LinkQ U&A 3 Kantar Worldpanel–Our consumer panels monitor shopper and usage patterns on a continuous basis through their whole shopping trips. Food & Beverage market overview 包装食品饮料市场趋势 2017 GDP in China rebounds for the first time since 5 years ago, while disposable income kept the same growth momentum. 2017年中国GDP在连续下滑五年后首次回暖，人均可支配收入仍旧保持增长态势 2012 12.6 9.7 7.0 8.2 7.8 7.3 城镇居民可支配收入增长 Urban Residential disposable income Growth% 7.9 7.8 7.3 6.9 6.7 中国GDP 增长 China GDP Growth% 2013 2014 2015 2016 6.9 2017 5 数据来源： 国家统计局 Data Source: National Statistic Bureau FMCG growth has been coming back since 2017Q3, and reached to 4.3% growth till end of 2017. 自2017年第三季度快消品整体市场回暖，增速4.3% 5.7% 4.3% 7.1% 4.3% 2.8% 7.4% 10.2% 7.5% 0%2%4%6%8%10%12%14%16%18%20%4Q2013 1Q2014 2Q2014 3Q2014 4Q2014 1Q20115 2Q2015 3Q2015 4Q2015 1Q2016 2Q2016 3Q2016 4Q2016 1Q2017 2Q2017 3Q2017 4Q2017Total FMCGFoodNon-food滚动52周 Rolling 52 Weeks 同比增长率% GR% VS YA 数据来源： 凯度消费者指数，截止2017全年对比 Data: Kantar Worldpanel, 52 w/e Dec. 2017 * Excl. cigarette category since 2017Q2 6 数据来源： 凯度消费者指数，截止2017全年对比 Data: Kantar Worldpanel, 52 w/e Dec. 2017 2017年中国包装食品饮料消费市场仍旧乘高端化趋势，而购物篮却越来越精简 销售 低速增长 Value Sales Slows +3% 持续高端化 Continuous Premiumisation +3% 单次购买量停滞 Smaller Trip Spending -1% 购买频次 减少 Reduced Shopping Frequency -3% 2017Food & Beverage in China continues showing a trend of premiumisation, while baskets size are getting smaller with less number of baskets. 7 城镇化加剧 Continuous Urbanization +3% Billions of dollars are poured into innovation research and development every year 8 品牌在创新研究和新品发展上投入巨额资金 Título del gráfico 80% 的世界五百强品牌在过去一年中都推出了新产品 of the 500 top performing brands globally had new launches in past 1 year 数据来源；凯度消费者指数过去三年新品研究 Data: Kantar Worldpanel China New Launches in Latest 3 Years 1.4% 单品能在上市一年后达到0.1%的渗透率 Only 1.4% new launches(SKU) managed to reach a penetration of 0.1% in a year. 但是只有18%的新品上市能为品类带来显著的正面提升 Data source: Kantar Worldpanel China New Launches in Latest 3 Years 36% 23% 23% 18% 显著负影响 Strongly Negative <-10% 负影响 Slightly Negative -10% to 0% 正影响 Slightly Positive 0% to 10% 显著正影响 Strongly Positive > 10% %规模新品 % top launches 品类增量