尼尔森乳制品年度营销生态与趋势

Copyright © 2017 The Nielsen Company. Confidential and proprietary. Copyright © 2017 The Nielsen Company. Confidential and proprietary. Live Video Knowledge 互联时代消费者：信息的探索者而不仅是接收者 EVOLUTION OF CHINESE CONSUMERS: ACTIVE INFORMATION EXPLORER INSTEAD OF RECEIVER BBS Games SMS News Feeds WATCH BUY CONSUMER TV Outdoor E-com Group Purchase Oversea Shopping Hyper market Department Store CVS Specialty FMCG O2O WeiboOther O2O 3 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 百度指数+尼尔森：大数据连接消费者所想与所为 BAIDU INDEX+NIELSEN: CONNECT WHAT YOU THINK AND WHAT YOU DO WITH BIG DATA 洞察消费者 所想与所为 洞察消费者需求特征与兴趣偏好 全面精确监测消费者购买数据 97.5% 互联网用户覆盖 Internet Users Covered 100亿/200万 搜索行为/用户标签 Online Searching Behavior/User Profile 90%+ 消费人口覆盖 Consumer Covered 300万+ 零售门店 Retail Stores Insights on demand characteristics & behavioral preference Specifically spying on consumers’ purchase data Insights on Consumer What you think & What you do 4 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 乳制品市场庞大，巨头云集，有广泛的消费基础 FMCG GIANTS WITH LARGE CONSUMPTION BASES DOMINATE DAIRY MARKET 数据来源： 尼尔森零售指数；百度指数乳制品行业；乳制品：液态奶，酸奶 Data source: Nielsen Retail Index, Baidu Index of Dairy Industry; Dairy: Yogurt & Liquid Milk 中国Top 3 | 快消品厂商 2家乳制品企业 乳制品份额 | 快消整体 21% 搜索指数增速 | 乳制品 +29.5% 日均搜索指数 | 乳制品 180万+ 5 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 乳制品市场巨大，但仍具增长潜力 STRONG POTENTIAL IN CHINA’S HUGE DAIRY MARKET 数据来源：尼尔森零售指数； 2017中国奶业质量报告；乳制品：液态奶，酸奶 Data source: Nielsen Retail Index; 2017 China Dairy Milk Quality and Risk Assessment Report; Dairy: Yogurt & Liquid Milk 全球 Global 中国 China “偶发性”消费 “Occasionally” Consumption “习惯性”消费 “Regularly” Consumption 全国乳制品销售额Market Size 3509+亿元 人均乳制品 =3X Average Consumption per Capita 6 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 百度指数乳制品搜索指数增长率 Baidu Index of dairy market growth 乳制品增长迅猛，领先快消品食品品类 DAIRY GROWING FAST AND LEADING FOOD MARKET GROWTH 乳制品线上+线下销售额同比增长率 Online+Offline Sales value growth of dairy market 12% 31% 42% 29% 2017 Q1 2017 Q2 2017 Q3 2017 Q4 数据来源： 尼尔森零售指数；百度指数乳制品行业；乳制品：液态奶，酸奶 Data source: Nielsen Retail Index, Baidu Index of Dairy Industry; Dairy: Yogurt & Liquid Milk 7% 8% 9% 13% 9% 9% 8% 15% Food Dairy 2017 Q1 2017 Q2 2017 Q3 2017 Q4 7 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 百度指数搜索增速 | 2017年 vs 2016年 Baidu Index Growth 消费者追求健康生活，享受生活提高生活质量 数据来源： 百度指数 Data source: Baidu Index 身体质量指数 BMI +28% 划船机 Rowing Machine +82% 瑜伽 Yoga +15% 健康生活 Healthy Life 减脂 +51% 减脂 Weight Management +51% 洁面仪 Facial Machine +204% 美容仪 Cosmetic Instrument +57% 享受生活 Enjoyable Life 口红 Lipstick +120% 月子中心 Maternity Hotels +70% 智能音响 Smart Audio +501% CONSUMERS ARE PURSUING HEALTHIER AND HIGHER QUALITY LIFESTYLES 8 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 下线城市推动品类增长，发展潜力尚未完全释放 LOWER CITY TIERS ARE DRIVING DAIRY MARKET AND HAVE HIGHER GROWTH POTENTIAL 数据来源： 尼尔森零售指数；百度指数； *下线城市：县乡镇；销售