网购 ONLINE SHOPPING
便利店 CVS
购物中心 SHOPPING MALL
方便挑选和送货上门是网购越来越重要的驱动因素
MORE IMPORTANT DRIVERS FOR ONLINE SHOPPERS: CONVENIENTLY PRODUCT CHOOSING & HOME DELIVERY
全国| 便利店门店数（万家门店） NATIONAL| CVS STORE NUMBER (PER 10K STORES)
+115%
便利店饱和度（每便利店覆盖人数 ） SATURATION RATE OF CVS CHANNEL (POPULATION PER CVS STORE)
Japan
Taiwan
STORES NEAR SCHOOLS
医院门店
STORES NEAR HOSPITALS
商业区门店
STORES IN COMMERCIAL
DISTRICTS
消费者去购物中心是追求一站式消费的便利
MALL SHOPPERS FOR ONE-STOP SERVICE AND CONVENIENCE
业态消费情况 INDUSTRY CONSUMMING DISTRIBUTION
THE BIGGEST FEATURE OF THE MIDDLE CLASS: TIME-SAVING ON PURCHASES
前往卖场\超市购物的目的(%) GOALS FOR HYPER/ SUPERMARKET SHOPPING
一线城市
定期的大型采购
LARGE STOCK UP
家中日常一般性补货
围绕复购便利的创新是厂商和零售商关注的重点
MANUFACTURERS & RETAILERS ARE FOCUSING ON THE INNOVATION OF REPEAT PURCHASE
轻松一键… 让复购更简单
便利性需求催热中国便利店
HUGE MARKET DEMANDS FOR CHINESE CVS
“在便利店我能很快找到我需要的东西”
“I can quickly find things I need in CVS.”
“网购让我随时随地都能购物，还能送货上门”
“Online shopping enables me to shop anywhere with convenient home delive前五大卖场 TOP 5 HYPERS
其他大卖场 OTHER HYPERS
增长率
+3.5%
高于市场平均 Above Mkt Avg
来源：尼尔森数据核数 Source: Nielsen Retail Index
内圈：滚动一年去年 INNER CYCLE: MAT LY 外圈：滚动一年今年 OUTER CYCLE: MAT TY
销售额增幅差异 (前五大卖场vs其他大卖场) VALUE SALES GROWTH DIFFERENCE ( TOP 5 HYPERS VS OTHER HYPERS)
细分与跨界是渠道发展最大的动力
SPECIALIZED SEGMENTATIONS AND TRANSBORDERIZATION ARE TWO STRONGEST POWERS
24%
24%
5%
3%
16年一季度 16Q1
4%
1%
16年二季度* 16 Q2*
来源：尼尔森数据核数（16年二季度为4月份和5月份） Source: Nielsen Retail Index（16Q2 Include April & May）
专营渠道、小业态表现优异
SPECIAL AND SMALL CHANNELS PERFORM BETTER
不同的的生活场景，不同的便利店
DIFFFRENT TYPES OF CVS FOR DIFFERENT LIFE SCENARIOS
O2O 特价闪购
门店取货
住宅区门店
COMMUNITY STORES
车站门店
TRAFFIC STATION STORES
机场门店
STORES IN AIRPORTS
学校门店
Cell Phone Recharge
加热便当 Meal Box Heating
来源：尼尔森零售核数 Source: Nielsen Retail Index
收发快递 Express Delivery
快速寻找 产品
Easy to find product
便利店价格 大卖场价格
= 130%
精准的产品组合驱动便利店成功
网购选择的驱动因素% DRIVERS FOR ONLINE SHOPPING
价格透明，比实体店更便宜优惠 PRICE TRANSPARENCY & CHEAPER THAN
OFFLINE SHOPS
2013
2016
52
47
方便挑选和对比
CONVENIENTLY PRODUCT CHOOSING &
36
“看电影吃饭是周六的主要休闲方式，要是顺便可以把东西买 了就更好了”
“Casual Saturday for movies and dine outs, and better to shop things simultaneously. “
“我总是很赶时间，要是能找到能快速填肚子的地方就好了”
“I am always in a hurry, thus better to eat quickly.”
追求方便
CONVENIENCE PURSUIT
关注健康
HEALTH CONCEPT
追求个性化
PERSONALIZATION
为品质买单
QUALITY PURCHASE
接受新事物
NEW THINGS ADOPTION
关注服务和体验
EXPERIENCE & SERVICE
中产阶级最大的特点，不愿意在购物上花很多时间
加量不加价的促销装 MORE VOLUMES
会员特价/会员专享价 MEMBERSHIP PRICE
买满立减n元N RMB OFF ONCE…
买产品送同样产品BUY ONE GET SAME…
13
12 2
12 4
9 6
7 8
49
便利店CVS 卖场超市Hyper Super
来源：2016购物者趋势调研 SOURCE: 2016 Shopper Trend Report
FILL IN
购买日常所需并非为一日三餐做准备
BUY FOR DAILY USAGE BUT NOT MEALS
6
为一日三餐做准备而采购
BUY FOR MEALS
5
休闲购物
LEISURE SHOPPING
4
紧急购买马上需要用到的东西/必需品
2 BUY FOR URGENT NEEDS
购买在路上吃或使用
USE ON THE GO 1
来源：2016购物者趋势调研 Source:2016 Shopper Trend Report
41 38
四线城市
22 37
平均每月光顾门店的次数 AVG. FREQUENCY OF VISITING
2011年 大卖场 HYPER
2015年
6.1
4.9
-19%
11 11 6 6 3
品类中心 Centralized Super Category
便利店\咖啡 Café in CVS
咖啡店亦面包店 Café or Bread Store
熟食亦便利 Delicatessen or CVS
渠道的变化顺应日益壮大的中产阶层偏好
CHANNELS GRADUALLY CHANGED ACCORDING TO THE MIDDLE CLASS PREFERENCE
4.4
3.6
4.0
3.1
2.1
2.5
2010 2011 2012 2013 2014 2015
来源：尼尔森零售普查， 尼尔森LINX Source: Nielsen Retail Establishment Survey, Nielsen LINX
2,300 Shanghai
2,000 Beijing
便利店 11% CVS 11%
来源：尼尔森零售普查 Source: Nielsen Establishment Survey
化妆品店 8% COSMETIC STORE 8%
母婴店 13% BABY STORE 13%
大卖场强者更强
TOP 5 HYPERS GAIN SHARE
销售重要性% SALES IMPORTANCE%
线下各渠道销售额增长率 OFFLINE CHANNELS VALUE SALES GROWTH RATE
15%
8%
6%
3%
2%
化妆品渠道 COSMETIC
来源：尼尔森数据核数 Source: Nielsen Retail Index
母婴渠道 BABY
便利店 CVS
小型超市 MINI
超市 SUPER
-4%
会员价是便利店客群最受欢迎的促销方式之一
MEMBERSHIP PRICE IS THE MOST POPULAR PROMOTION WAY
便利店消费者最喜欢的促销方式% CVS Consumer most favorite promotion type%
降价优惠或特价 REDUCED PRICE
73%
外出就餐 DINE OUT
70%
鞋服箱包 SHOES AND CLOTHES, BAGS AND SUITCASES