解读消费新势力—泛90后-32页-【未来营销实验室】.pdf

?解读消费新势力 泛90后UNDERSTAND THE RISING CONSUMER SEGMENTATION POST 90S 范奕瑾副总裁尼尔森中国2014年7月15日?Copyright 2012 The Nielsen Company.Confidential and proprietary.2今日之旅 TODAYS JOURNEY中国这一最具诱惑力的细分市场是怎样一群人？Who are they and why they are so important?品牌商如何与之互动，以赢得这一最具诱惑力的细分市场？How to interact with this group in order to win in tomorrow?Copyright 2012 The Nielsen Company.Confidential and proprietary.3规模大BIG SIZE信心高HIGH CONFIDENCE学历高、收入高BETTER EDUCATED,HIGH INCOME 泛90后是规模大，信心高，学历高、收入高的一个群体This is a group with big size,high confidence,better education and high income,can not being neglect for any brand owner.Copyright 2012 The Nielsen Company.Confidential and proprietary.4 泛90后拥有庞大的人口数量和可观的消费贡献潜力Source:China statistical yearbook 2013 泛90后人口规模 Post 90s population15%35%2012年占比2020年预计占比Source:Mckinsey Quarterly 泛90后城镇消费贡献 Post 90s urban consumption%Post 90s have substantial population size and promising consumption contributionCopyright 2012 The Nielsen Company.Confidential and proprietary.5Source:Nielsen Consumer Confidence Survey泛90后拥有较高的消费信心指数，源于对个人经济情况的较好预期和较高的消费意愿Post 90s have higher confidence than others,driven by better personal finance expectation and willingness to spend消费者信心指数Consumer Confidence Index个人经济情况预期Expectation on personal finance消费意愿Willingness to spendCopyright 2012 The Nielsen Company.Confidential and proprietary.6 泛90后有较高的教育水平，以及较高的收入Source:China Labour Statistical Yearbook教育水平：大专及以上%Education Level:College and above%月均个人收入Monthly personal income(RMB)Post 90s have better education and higher incomeSource:Nielsen Consumer Confidence SurveyCopyright 2012 The Nielsen Company.Confidential and proprietary.7就业压力EMPLOYMENT PRESSURE购房压力REAL ESTATE PRESSURE老人小孩压力PARENTS AND BABY PRESSURE然而，他们也将承受更大的压力，使得他们消费更为谨慎However,they are a group with existing and potential high pressure,making them being cautious when shoppingCopyright 2012 The Nielsen Company.Confidential and proprietary.8高校毕业生人数(万人)Graduates Size(0000 people)Source:China statistical yearbook 2013,ZX3.32013年，全国高校应届毕业生达到699万，被称为最难就业年。2014年，全国高校毕业生的数量达到727万，又增加了28万，可谓更难就业年泛90后就业、竞争压力都将空前巨大 海归岗位有限，除了更多的高学历群体外，他们还要和广大的80后、海归、国外涌入的人才竞争，激烈程度是他们的前辈80后所没有面对的High employment competition happens due to more and more tertiary graduates in coming years,together with post 80s and oversea graduatesCopyright 2012 The Nielsen Company.Confidential and proprietary.9商品房平均房价(平米/元)China Estate Price per square meter(RMB)高校毕业生月均工资(元)Graduates Monthly Income(RMB)6.0X2.4X泛90后购房能力指数*Post 90s Real Estate Affordability Index1.52003年0.62013年Source:China statistical yearbook 2013,Z Post 90s estate index=Graduates Monthly Income/China Estate Price per square meter泛90后购房能力指数下降60%，购房压力日益增加-虽然父母给予的条件更好支持更多，但是物价上涨、尤其是房价的涨幅已远超过他们收入增加的比例，5年、10年后当这个群体步入婚姻、购房高潮时，他们的购买力将不如80后High employment competition happens due to more and more tertiary graduates in coming years,together with post 80s and oversea graduatesCopyright 2012 The Nielsen Company.Confidential and proprietary.10 Source:S,n=105,67649%表示愿意生二胎随着年龄增长他们将承受4-2-1乃至潜在4-2-2家庭的赡养压力我是独生子。对于目前现状来说，很多80后家庭生一个孩子都觉得捉襟见肘，更不要说两个了，有些极端的，压根就不想要孩子了。所以生不生二胎，还是要看政府有没有相应的扶植措施。-上海,务工,男社会的老龄化，保障体系的亟待加强，已是90后群体开始考虑和矛盾的问题Post 90s will face the pressure from 4-2-1 and even 4-2-2 family format.They start to concern on social security system Copyright 2012 The Nielsen Company.Confidential and proprietary.11购物前看评价REVIEW COMMENTS BEFORE PURCHASING不盲目追崇西方WELL BELANCE ON WESTERN AND CHINESE TRADITION更注重相关性MORE FOCUS ON PRODUCT RELEVANCY TO THEMSELVES同时，泛90后消费也“更精明”Meanwhile,with the advanced education and a flatter world,they are becoming smarter and smarter when shoppingCopyright 2012 The Nielsen Company.Confidential and proprietary.12泛90后购物前查看他人对产品的购买和使用体验购物前，消费者特别关注网上的使用反馈、对产品的评价、产品名声和质量。世界扁平化，技术革新、生活方式、教育水平变化，使90后更多的在购物前“精打细算”起来Due to technology evolution and higher education,post 90s become smarter before shopping they check others comments toward the product and shopping experiences Source:Nielsen Online Shopper StudyCopyright 2012 The Nielsen Company.Confidential and proprietary.13相比80后，泛90后更多地西学东渐、中为西用泛90后的心态更加开放和包容，接受新事物和外来事物常态化同时也不抵触中国文化。更充分接受各种思想，对中国文化的接受度相比同年龄的80后更高，对外国流行的追崇没那么偏激80s:China Western90s:China=Western90后成长阶段接触国外流行呈现出范围更广、种类更多以及同步化的特征，他们对西方文化并没有他们的前辈那么极端推崇，同时他们也不排斥传统中国文化Due to wider and more frequent exposure on western life,post 90s find a well balance on east and westCopyright 2012 The Nielsen Company.Confidential and proprietary.14Source:Nielsen BASES,based on 150 new initiatives of food&beverage tested in China 泛90后更快接受新事物，但需要产品和他们群体的相关性更强泛90后总体人群你是否觉得该创新概念简单明了?你是否觉得该创新概念是你们年龄群所特别需要并会购买的?90后接受新鲜事物多且常态化。他们的成长经历使他们有比前辈更快的适应和接受能力，但是研究也表明，他们觉得当今多数新产品和新概念牵强赋予产品以90后的标签，这是他们所排斥的Due to more exposure on innovation,post 90s is easier to accept new ideas and new products;however,they do feel the relevancy of those innovations to them is low and reluctant to purchaseCopyright 2012 The Nielsen Company.Confidential and proprietary.1515他们是“有潜力”,“有压力”,“更精明”的一代消费者A generation with potential,pressure and smarter shopping behavior如何与他们互动？How shall we interact with them?Copyright 2012 The Nielsen Company.Confidential and proprietary.16你是否了解他们的生活态度和价值观？Copyright 2012 The Nielsen Company.Confidential and proprietary.17泛90后对于品牌的认同区别于70、80后，他们更多“对号入座”、“寻求共鸣”Post 90s attitude on brand is different from that of 70s and 80s,they likes those brands fitting their value&characteristics and echoing their needs Copyright 2012 The Nielsen Company.Confidential and proprietary.18品牌对他们来说是一种“标签”，他们愿意选择同质化的“标签”匹配自己的个性，从某种角度看，标签为他们代言Different from 70s and 80s,post 90s believe that brand is a tag labeling their individual value 品牌不同于70、80后追崇品牌定位，泛90后认为品牌是反应自己个性及态度的“标签”，并追求同质性来源：尼尔森 90后生活形态及价值观研究Copyright 2012 The Nielsen Company.Confidential and proprietary.19不同于70、80后追求产品的质量和档次，泛90后追求的品牌需要有“自己的故事”“你只闻到我的香水，却没看到我的汗水、你可以轻视我们的年轻，我们会证明这是谁的时代”之类的品牌故事和口号日益成为吸引90后消费者注目的利器Different from 70s and 80s,post 90s pursuit those brand,who has its own story超千万次点播超千万次点播来源：尼尔森 90后生活形态及价值观研究Copyright 2012 The Nielsen Company.Confidential and proprietary.20他们不会不顾一切向前冲，遇到问题也不会打破沙锅问到底，思考更多的是如何以“巧法子”Different from 70s and 80s,post 90s aim high but look for creative solutions rather than only work hard.Their willingness to share is leading the world.不同于70、80后的拼搏观念，泛90后巧拼不蛮干,“爱分享”,寻找认同他们的品牌 全球最高的分享意愿94%中国Source:Nielsen Global Survey-IS SHARING THE NEW BUYING其中68%来自于30岁以下年轻人巧拼不蛮干Copyright 2012 The Nielsen Company.Confidential and proprietary.21不同于70、80后的愤青文化，泛90后崇尚轻松地拼，品牌发扬 “自嘲文化”用他们的语言来鼓励他们他们永远乐观面对挑战，为了黄金未来拼得汗水淋漓。表达心中的不满时，他们会选择自嘲和诙谐的方式，而不是激进和发泄。屌丝并非沮丧自轻，而是自信满满，说一句“屌丝无所畏”Different from 70s and 80s,post 90s are optimistic and they make fun of themselves when facing challenges当“奋斗的屌丝”遇上“挑战”：乐观自嘲信心满满轻松的奋斗文化“湖南一汽修学校四名 90 后学生，历时两个月，花费 1 万余元，将一辆报废的桑塔纳汽车成功改造成“法拉利”。他们认为，如果能成功，说明自己的专业能力有一定水平，而如果改装出问题，也将会 鞭策不断向前”来源：尼尔森 90后生活形态及价值观研究Copyright 2012 The Nielsen Company.Confidential and proprietary.22共同的兴趣和价值观为基础共同的兴趣和价值观是圈子和部落的基础，他们因志趣相投而走到一起，畅所欲言Different from 70s and 80s,post 90s have different social networking they live in Groups and Tribes that share same interests and value不同于70、80后的集体生活，信息时代给泛90后带来了新的社交方式，他们更向往“圈子和部落”文化 他们的圈子是以来源：尼尔森 90后生活形态及价值观研究Copyright 2012 The Nielsen Company.Confidential and proprietary.23不同于70、80后，泛90后有自己“特定的圈子”和团体，品牌商应有针对性地选择，并和他们互动“今天你晒了吗？”我们是“吃货”我们“爱音乐”网络社交小组我们“热衷极限”微博、微信、QQ、豆瓣等社交媒体都成为寄宿这些圈子的平台Post 90s have lots of very special tribesCopyright 2012 The Nielsen Company.Confidential and proprietary.24Blind DatingRSS Consumer ReviewE-commenceQ&ABBSVideo SharingLight BlogWeibo/MicroblogMusic/Picture SharingBusiness Social NetworkSocial GamesLBSBlog SNSGrouponSocial BookmarksWikiInstant Message圈子和部落的载体与形式众多，品牌商应整体了解、合理布局，与泛90后群体进行有效沟通有部分社交平台已经脱颖而出，但也不可忽视其他新兴载体中亚文化的崛起Some platforms have stood out,whole there are more emerging ones hosting post 90s tribesCopyright 2012 The Nielsen Company.Confidential and proprietary.25不同于70、80后更倾心于在网上寻找更多实惠，泛90后更偏爱“知识和体验的分享”，互动评论。品牌商应选择合适内容切入什么内容更能触动他们？Source:Nielsen Online Study知识经验的分享、鼓励和娱乐成为他们在圈子里的首要讨论话题Knowledge,encouragement and entertainment topics are most popular in post 90s tribeCopyright 2012 The Nielsen Company.Confidential and proprietary.26相比70、80后，泛90后行为更“随性”,品牌应迎合这一特质 小长假中旅行的比例Holiday travel%90后在转账、团购、票务、酒店预订、打车移动支付的比例明显高于总体人群。品牌商可以通过这些渠道和他们保持沟通Different from 70s and 80s,post 90s are more Impulse taking action faster Source:Nielsen Consumer Confidence Survey泛90后总体人群购物信用卡还款转账团购缴费票务预订酒店打车购买理财产品竞拍捐款Source:Nielsen Credit Card Behavior Study信用卡移动支付功能使用比例Mobile Payment Function%泛90后总体人群Copyright 2012 The Nielsen Company.Confidential and proprietary.27计计划划购购物物比比例例75%70%Source:Nielsen 2013-2014 Mainland China Hyper/Super Shopper Trend泛90后总体人群相比80后，泛90后购物更“随性”,品牌沟通需赢在路上及掌上 传统通路自助型食杂店电子商务平台移动商务平台便利店+3%+6%+13%+43%+207%快速消费品2013年分渠道增长率90后消费者更多非计划性购物。同时，购物也成为他们休闲的一个选择。便利性更高的7/24便利店,以及走到哪儿买到哪儿的移动购物平台已显现出超高的增长率Different from 70s and 80s,post 90s are more impulse win on-the-go and win on mobileSource:Nielsen Retail Index /CNNICCopyright 2012 The Nielsen Company.Confidential and proprietary.28 泛90后的他们将是高学历、高信心、高收入，且有压力、精明的一代，他们喜欢的品牌是有 故事 的、能成为展现个性及态度的 标签。关注泛90后，走进泛90后，充分了解他们的公司也将在今后5-10年更好地抓住市场先机圈子Group、Tribe巧拼不蛮干 Flexible、Optimistic随性 Impulse 和他们互动的关键：The key to interact well with them are:不走弯路、爱分享自嘲文化乐观、轻松的奋斗共同的兴趣和价值特定的圈子和部落知识和体验分享说走就走的旅行在路上在掌上Copyright 2012 The Nielsen Company.Confidential and proprietary.29+7.2%总共分析了3,995个品牌所有217个制胜品牌Winning Brands+28.4%Source:Nielsen|Retail Index,53 categories sales 2013 vs.2012 at national levelWinning Brand Criteria:1)2013 value share above 1%and increased vs 20122)Double digital volume and value growth or double digit and faster value growth+38.8%3%的快速消费品制胜品牌聚焦 年轻消费者群体，与之良好沟通，他们在2013年中获得5倍于平均的增长3%out of all 217 winning brands Nielsen analyzed post a youth targeted marketing strategy,with 5 times higher growth than average brands in 2013聚焦年轻消费者制胜品牌Youth Target Brands销售额增长率2013 对比 2012 整体中国Copyright 2012 The Nielsen Company.Confidential and proprietary.30Unlock Target Consumer Demand Relentlessly InnovatingCommunicate Effectively&EfficientlyCommit To AchieveExecution Excellence解读消费新势力，赢得明日中国消费市场Understand the rising consumer segmentations,and win in tomorrow china释放目标消费者需求不懈创新高效沟通卓越执行制胜品牌赢得市场的关键：The key drivers for Winning Brands are:把握90后，制胜明日