Content is key, IP is favored
9
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
彰显自我 女性崛起 超级消费
新生代消费特征
NEW GENERATION CONSUMPTION CHARACTERISTICS
继双十一购物狂欢节之后针 对年轻人推出的另一个节日
Specifically target to younger generation
31%
互动体验 Interaction 味全拼字瓶实现品牌年轻化 Weichuan realized brand rejuvenation
全国各地108家淘宝店代表国 内创造力的IP作品以及网红
54 BRANDS
数据来源：前1000 品牌；尼尔森突破性创新报告 Source: Top 1000 Brands; Nielsen Breakthrough Innovation Study
4
购买力趋于年轻化人群，品牌忠诚度分散
PURCHASE POWER TEND TO YOUNGER GENERATION WITH DIVERSIFIED BRAND LOYALTY 尝试新品意愿 对比去年，增加家庭开支的比例
7
不一样的明天
CHALLENGE TO MAKE DECISION TODAY FOR A FUTURE ENVIRONMENT
2017
企业今天作出的创新决定
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
% of people increase household expenditure vs YA % of people more likely to try new products
Post 00 1990s
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
将会面对非常不一样的明天
THAT COULD BE VERY DIFFERENT
TOMORROW
Click to edit text
8
总结2017，展望2018
2017 ANNUAL TREND SUMMARY, 2018 INDICATION
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
消费新生代 New Generation
44%
消费主力军 Main Force
25% 19% 21%
1980s 1970s 1960s 1950s
数据来源：国家统计局；中国消费者信心调查 Source: China National Bureau of Statistics; China Consumer Confidence Survey
11
爱极限爱分享，逼格务实的追求者
LOVE EXTREME SPORTS, SOCIAL AND COOL APPEARANCE
运动上极限社交化
Socialize extreme sports
汽车上追求逼格
Prioritize Appearance in Auto
95后热衷参与的运动 Post 95’s Popular sports
108 taobao stores represent creativity and popularity
五一期间营业四天的 奶茶快闪店
4-day Milk tea store
28%
数据来源：二手资料；尼尔森95后报告 Source: Secondary source; Nielsen Post 95s Report
29%
25%
¥1.2
31%
28%
¥0.9
¥0.9
¥0.9
¥0.9 ¥0.7
2011
2012
2013
2014
2015
2016H1
数据来源: 2017年尼尔森中国快消品市场营销分析36品类 Source: 2017 Nielsen CPG Marketing Mix Meta Analysis 36 Categories
2025
但这些创新和策略
WHEN THESE STRATEGIES & BIG BETS WILL BE OPERATING IN AN ENVIRONMENT….
COMPANIES ARE MAKING INNOVATION DECISION TODAY
通常会基于现在的市场环境
OFTEN BASED ON INSIGHTS OF THE CURRENT MARKET ENVIRONMENT
Embody Me Feminism Super Consumer
10
我就是我，一个变幻莫测的我
REVEAL WHO I AM, A CHANGEABLE INDIVIDUAL 标榜自我的炫食一族
Seek differentiated affection
95后对食品饮料的情感需求相关的: Post 95’s emotional need for F&B: 与众不同 Differentiated
12
女性消费撑起半边天
RISING FEMALE CONSUMPTION 日常花销的去向
Spare daily expenditure on
女性车主比例
Ratio of woman driver
29%
女性
Female
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
享受热门IP的快闪体验
Enjoy pop-up experience
雪碧推出10亿瓶英雄联盟罐 Sprite launched 1bn LOL IP can
多
INNOVATIVE
70% +6%
SHORT CYCLE INNOVATION LESS THAN 18 MONTHS 创新短周期 存活短于18个月
-22%
NPDS EFFICIENCY SALES VALUE/SKU# GROWTH 新品效率下降
新品销售额 / 新品个数 增长率
快
SHORT CYCLE
男性
Male
17%
46 39 38 32 10 新衣服 子女教育 化妆品
New cloth children education Cosmetics
2010 37 32 37 30 27 男性:20万 旅游
Travel
2016
中产男女购车预算|个人月收入1.5+
Vehicle budget for Middle class with 15k per month
112
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
66 64 48
69 +7
62 61 52
107
106
68 +7 56 +4
Y15
Y16
Q3 17
Y15
THE PACE OF THE CHANGE IS ACCELERATING
有多少2007年前100品牌已消失在2017年的市场？
HOW MANY 2007 TOP 100 BRANDS NO LONGER EXIST IN 2017 TOP 100?
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CONSTANTLY EXPAND INTO CONVENTIONAL MALE CONSUMPTION
看体育的人在改变
Sports audience are changing
参与体育群体在改变
Participants are changing
站内女性相关搜索量
难
DIFFICULT
数据来源: 2016年尼尔森突破性创新报告38品类 Source: 2016 Nielsen Breakthrough Innovation Study 38 Categories
6
营销费用比重增加，投资回报率却停滞不前
INCREASING PORTION OF MARKETING SPEND STAGNATE IN ROI
女性:35万
Female: 350k Male: 200k
出门娱乐
Out home entertainment
数据来源：中国消费者信心调查; 尼尔森汽车报告 Source: China Consumer Confidence Survey; Nielsen Auto Report
13
不断拓展传统男性消费领域
Y16