把脉中国零售的律动系列分享第二期-尼尔森IQ.pdf

2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.数据来源:尼尔森IQ 零售基础研究 2021 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.85%+11%87%201920202021独立小型超市大型食杂店201920202021独立小型超市大型食杂店 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.转型独立店渠道其他类型渠道饮料奶制品个人/家庭护理主食零食酒精类高线市场低线市场 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.83.9%4.1%4.3%4.4%4.9%5.1%6.7%6.9%9.2%11.3%果汁功能饮料即饮茶干脆小食食用油碳酸饮料即食面啤酒酸奶液态奶40.2%36.1%33.5%33.2%33.1%31.5%31.1%30.5%29.6%28.9%茶粉即食面即饮预调酒即食粥派类糕点杀虫剂啤酒肉味调味品与清汤干脆小食糖果 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%吉林山东黑龙江山西河北安徽江西辽宁河南贵州陕西四川云南福建湖北江苏湖南浙江广东广西转型独立店在省内渠道销售额占比%50.8%47.6%47.1%47.1%45.2%45.0%43.5%43.3%42.5%42.0%41.7%39.3%39.2%38.9%38.5%38.5%37.1%35.7%34.0%33.7%22.2%20.3%21.4%20.6%21.8%19.3%17.9%22.8%21.8%17.3%24.4%19.1%22.6%25.8%21.8%22.1%19.1%21.6%23.5%19.9%27.0%32.1%31.5%32.3%33.0%35.7%38.6%33.9%35.7%40.7%33.9%41.6%38.2%35.3%39.7%39.4%43.8%42.7%42.5%46.4%吉林山东黑龙江山西河北安徽江西辽宁河南贵州陕西四川云南福建湖北江苏湖南浙江广东广西头部品类占比(1-5)腰部品类占比(6-10)尾部品类占比(11-61)2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.11 2022 Nielsen Consumer LLC.All Rights Reserved.About NielsenIQArthur C.Nielsen,who founded Nielsen in 1923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting the foundation for our future by becoming NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unmatched integrity.As we move forward,we are focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder decision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:For more insights: Nielsen Consumer LLC.All Rights Reserved.NielsenIQ ChinaSeptember 2022 CHINA RETAIL HEARTBEATLeading FMCG channel landscape evolution to capture future growth in the next decadesWave 2 2021 Nielsen Consumer LLC.All Rights Reserved.14Independent SupermarketSmall quantity,high growth rateCapture the future opportunities of Channel Transformation and ModernizationTraditional TradeModern TradeChain Modern Trade150K,+14%Independent Minimarket300K,+27%Large Grocery1.11M+8%Small,Medium GroceryLarge quantity,low growth rateModernizingIndependent TradeChain Modern TradeKeyword：TransformationLeverage O2O to provide proximity and convenienceStrong supply chain enabled fresh goods and price advantageStrong central management on shopper experienceLongtime service(16h+)to provide proximityKeyword：ModernizationBetter and diversified product assortmentShopping Experience&Facilities upgradeDigital paymentBetter Supply Chain and OOS managementDriversDriversChannel Types*Store numberGR%21 vs.19*The definition of channel sub-types will be added in the NielsenIQ China Granularity 2 program,the original channel type segmentation(Hypermarket,Supermarket,Minimarket,CVS)will be retainedFuture Opportunities*Hereinafter abbreviate as MIT 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.15Better supply chain and OOS management:Product selection,pricing and assortment digitalization to save cost and improve efficiency.Categories carried increased by 20%.Community Group Buy and O2O:attract offline traffic to better target wider consumer groups,and enhance the service levelOperating AreaSmall but sufficient to satisfy daily needsProcurementLocalized and customized selections,tailored for local consumption needsIn-store DisplayMore centralized display within limited in-store room AssortmentUnpackaged food and Fresh categories etc.with more flexible and diversified offeringsFacilities Upgrade:Refrigerators,Coolers,Shelves etc.In-store display and shopping environment hugely upgraded E-POS penetration:greatly increased by 24%,the whole shopping process is more efficient and convenient.ModernizationDigitalizationModernization and upgrade of MIT have greatly enhanced the product varieties and shopping experiences 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.ASchoolShoppingCenterBCA Prefecture