2024 Kantar O2O即时零售白皮书（英）

2024.062024 Kantar O2O Instant Retail White Paper(Teaser)Table of contentDISCOVER industry landscape, channel uniqueness, and market trendsDEEP-DIVE shopper portrait, shopping behavior, and growth opportunitiesDECODE winning formulas from five pillars and showcase best practiceAuthors and Kantar Consulting instant retail solutions for brands2Market Overview1Retail market: China’s consumer goods market is growing steadily, and the O2O market in China has shown resilient development, leading the growth in the online eCommerce sector2017-2024E Overall Consumer Goods Market Size12017-2024E Online Consumer Goods Market Size22017-2024E O2O Market SizeO2O is estimated to account for 12% of the total retail market in 2024E vs. 11% in 202334,733 37,778 40,802 39,198 44,082 43,973 47,150 49,743 201720182019 2020 20212022 2023 2024E5,481 7,020 8,524 9,759 10,804 11,964 13,017 14,632 201720182019 2020 20212022 2023 2024E1,243 1,778 2,382 2,628 3,316 4,311 5,216 6,155 201720182019 2020 20212022 2023 2024E17-24E CAGR: +5%17-24E CAGR: +15%17-24E CAGR: +26%Unit: CNY Billion1. Total Retail Sales of consumer goods refer to the number of physical goods sold by enterprises(units) to individuals and social groups for non-production and non-business purposes, as well as the amount of revenue obtained from the provision of food and beverage delivery/catering services2. National online retail sales of physical goods refer to the number of retail sales of goods achieved through public online trading platforms (including self-built websites and third-party platforms)Source: National Bureau of Statistics, desktop research, expert interview, Kantar Consulting analysis423-24E YoYChannelFeaturesPlatformExamples(non-exhaustive)To-home+21%Order online, and deliver directly to doorTo-store +11%Purchase online first, experience offline later66%60%54%44%37%31%29%27%34%40%46%56%63%69%71%73%20172018201920202021202220232024EO2O market: In the post-pandemic era, the O2O channel is gaining ground, and instant consumption has integrated into all aspects of Chinese shoppers' daily livesSource: desktop research, expert interview, Kantar Consulting analysis5,2161,7782,3822,6283,3164,3116,155Total O2O market size and growth rateUnit: CNY Billion1,24317-20 CAGR: +28%21-24E CAGR: +23%52017-2024E To-home O2O Market Size and Growth RateInstant retail: Instant retail is the main growth driver of the to-home O2O market, and it has become a must-win market for brandsSource: desktop research, expert interview, Kantar Consulting analysis87%83%80%75%68%66%66%65%13%17%20%25%32%34%34%35%20172018201920202021202220232024E3,7297111,0961,4702,1012,9834,50042917-20 CAGR: +51%21-24E CAGR: +29%17-20 CAGR21-24E CAGRInstant retail+88%+32%Food delivery & to-home service+44%+27%Unit: CNY Billion6Instant retail category landscape: The demand for instant consumption continues to expand, leading to continuous growth in FMCG, while the potential of long-tail categories follow suitNote: 1. Others include apparel/footw