2007-2010 Standard Templatexqdoc.imedao.com/16131c2bb8a253223fd9ffb5.pdf · Source: Nielsen T&T...
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Transcript of 2007-2010 Standard Templatexqdoc.imedao.com/16131c2bb8a253223fd9ffb5.pdf · Source: Nielsen T&T...
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7.0% 7.0% 6.9% 6.8% 6.7% 6.7% 6.7% 6.8% 6.9% 6.9% 6.8%
1.2% 1.3% 1.4% 1.4% 2.1% 2.1% 2.0% 2.0%
1.4% 1.4% 1.5%
Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17
国内生产总值增幅 居民消费价格指数
中国经济稳中向好，消费持续拉动 CHINA CONTINUES MODERATE STABLE AND SOUND GROWTH, CONTRIBUTED
BY CONSUMPTION
数据来源：国家统计局
Source: China National Bureau of Statistics
宏观经济指数 Macroeconomic Index
65%
62% 58%
2015 2016 2017
消费对GDP增长贡献| 1月-9月 Consumption Contribution to GDP Growth
(Jan-Sep)
China GDP China CPI
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消费者信心指数创历史新高，各指标提升 CCI REACHS HISTROICAL HIGH, THREE COMPONENTS RISE RESPECTIVELY
数据来源：中国消费者信心调查
Source: China Consumer Confidence Survey
66 62
69
64 61
68
48 52
56
Y15 Y16 Q3 17
就业预期 个人经济情况 消费意愿
107 106
112
Y15 Y16 Q3 17
中国消费者信心指数
中国消费者信心指数 China Consumer Confidence Index
中国消费者信心指数构成要素 Components of China Consumer Confidence Index
China CCI Job Prospects Personal Finance Willingness to Spend
+7
+4
+7
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市场变化加速 THE PACE OF THE CHANGE IS ACCELERATING
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
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?
54 BRANDS
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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
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
44%
44%
37%
32%
34%
1960s
1970s
1980s
1990s
对比去年，增加家庭开支的比例 % of people increase household expenditure vs YA
1950s
Post 00
消费主力军 Main Force
消费新生代 New Generation
25%
19%
21%
21%
18%
尝试新品意愿 % of people more likely to try new products
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日新月异的市场，创新却举步艰难 MORE INNOVATION, BUT HARDER TO SURVIVE
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
-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
25,473 +15% vs 2015
# NPDs 新品个数
中国新品|概览 CHINA INNOVATION LANDSCAPE
70% +6% SHORT CYCLE INNOVATION LESS THAN 18 MONTHS
创新短周期 存活短于18个月
多 INNOVATIVE
快 SHORT CYCLE
难 DIFFICULT
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30% 29%
25%
31% 28%
36%
营销花费占收入比
¥0.9
¥1.2
¥0.9 ¥0.9 ¥0.9
¥0.7
2011 2012 2013 2014 2015 2016H1
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
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
中国快消品市场营销活动投资回报率 China CPG Marketing ROI (RMB)
Marketing spending to Revenue Ratio
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不一样的明天 CHALLENGE TO MAKE DECISION TODAY FOR A FUTURE ENVIRONMENT
Click to edit text
2017 2025
企业今天作出的创新决定 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
但这些创新和策略 WHEN THESE STRATEGIES & BIG BETS WILL BE OPERATING IN AN ENVIRONMENT….
将会面对非常不一样的明天 THAT COULD BE VERY DIFFERENT
TOMORROW
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总结2017，展望2018 2017 ANNUAL TREND SUMMARY, 2018 INDICATION
消费者趋势 Consumer Trend
市场趋势 Market Trend
营销趋势 Marketing Trend
洞察新生代消费特征 Consumption characteristic
遵循市场高端、绿色、体验化 Premiumisation、Green and Experience
主导内容为王、IP当道 Content is key, IP is favored
对话年轻人 下一个风口 寻求高效化
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新生代消费特征 NEW GENERATION CONSUMPTION CHARACTERISTICS
女性崛起 Feminism
彰显自我 Embody Me
超级消费 Super Consumer
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我就是我，一个变幻莫测的我 REVEAL WHO I AM, A CHANGEABLE INDIVIDUAL
数据来源：二手资料；尼尔森95后报告
Source: Secondary source; Nielsen Post 95s Report
享受热门IP的快闪体验 Enjoy pop-up experience
标榜自我的炫食一族 Seek differentiated affection
雪碧推出10亿瓶英雄联盟罐 Sprite launched 1bn LOL IP can
互动体验 Interaction
28%
与众不同 Differentiated
31%
味全拼字瓶实现品牌年轻化 Weichuan realized brand rejuvenation
五一期间营业四天的奶茶快闪店
4-day Milk tea store
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
全国各地108家淘宝店代表国内创造力的IP作品以及网红 108 taobao stores represent
creativity and popularity
95后对食品饮料的情感需求相关的: Post 95’s emotional need for F&B:
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爱极限爱分享，逼格务实的追求者 LOVE EXTREME SPORTS, SOCIAL AND COOL APPEARANCE
数据来源：尼尔森体育;尼尔森90后报告
Source: Nielsen Sports; Nielsen Post 90s Report
运动上极限社交化 Socialize extreme sports
90后外观风格偏好-90后的语言 Post 90 Appearance Preference
汽车上追求逼格 Prioritize Appearance in Auto
社交分享 sharing
95后热衷参与的运动 Post 95’s Popular sports 发动机、底盘不再是买车重要决定 Focus on appearance rather than configuration
Running Basketball Cycling Skiing Extreme Gym
100
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17%
29%
2010 2016
女性消费撑起半边天 RISING FEMALE CONSUMPTION
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
女性车主比例 Ratio of woman driver
中产男女购车预算|个人月收入1.5+ Vehicle budget for Middle class with 15k per month
日常花销的去向 Spare daily expenditure on
男性 Male
女性 Female
38 32
10
32 27
46
39 37 37
30
新衣服 子女教育 化妆品 旅游 出门娱乐
女性:35万 Female: 350k 男性:20万
Male: 200k
New
cloth
children
education Cosmetics Travel
Out home
entertainment
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不断拓展传统男性消费领域 CONSTANTLY EXPAND INTO CONVENTIONAL MALE CONSUMPTION
数据来源：尼尔森体育
Source: Nielsen Sports
2011-2015年间 对足球感兴趣的女性增多 Women are more likely interested in
soccer during 2011-2015
+30%
44% 33%
我认为品牌应该在女
子体育上投资更多
46%
全国马拉松参赛的女性比例 从2015年到2017增加
了10% 达到46% Woman marathon participants
increased by 10% to 46% in 2017
看体育的人在改变 Sports audience are changing
+331%
部分女性体育产品销量变化 Sports products sales gr（Y14/16）
+421% +258%
瑜伽垫 Yoga mat
女性泳衣 Swimming
suit
参与体育群体在改变 Participants are changing
站内女性相关搜索量 Key word search related with
woman（Y14/Y16）
I think brand should invest
more in woman sports
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超级消费者：收益高 热情高 SUPER CONSUMER: HIGH ON PROFIT AND PASSION
超级消费者经济学 THE ECONOMICS OF SUPER CONSUMERS
品类家庭数 CATEGORY
HOUSEHOLDS
品类销售额 CATEGORY
SALES
品类收益 CATEGORY PROFIT
~10% ~50-60%
品类增长 CATEGORY GROWTH
~40% ~30%
重度 使用者 HEAVY USER
重度 参与者 HEAVILY ENGAGED
超级消费者SUPER
CONSUMERS
热情 PASSION
收益 PROFITS
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渴望更多与厂商之间的互动，渗透影响力 EAGER FOR INTERACTION AND INFLUENCE ON MANUFACTURER
3.5X
想法数量
<2 3+ 4+ 5+
合作数目 NUMBER OF COLLABORATORS
百分
比提升
P
ERC
ENT
SHA
RE
LIFT
+16%
+41% +39%
+51%
• 建立全国性的发烧友俱乐部平台，超过45万发烧友极高的活跃
度；收集用户意见纳入产品需求库，并将用户评价纳入KPI考核
• Found a fan club nationwide to gather 450k active users to collect
suggestion for product improvement and feedback as KPI
中国移动：集团与各省运营和粉俱乐部 CHINA MOBILE: Found fan club
快消品 FMCG
电信 Telecom
数据来源：尼尔森电信报告; 二手资料
Source: Nielsen Telecom Report; Secondary Research
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抓住新生代消费趋势，赢取未来消费 CAPTURE THE NEW GENERATION COMSUMER, WIN THE FUTURE CONSUMPTION
女性崛起 Feminism
彰显自我 Embody Me
超级消费 Super Consumer
启示厂商 赢取新生代消费
Indication for manufacturer to win
new generation consumer
提供个性化的产品 满足有趣体验的需求
Differentiated product, interesting
experience
增加女性相关投资 培养激发女性消费 Increase female related
investment, motivate sales
完善与消费者互动 催使社群效应市场
Improve the interaction, drive strategy
and action to influence others
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市场趋势 MARKET TREND
消费升级 Premiumisation
健康绿色 Green Consumption
零售改革 Retail Evolution
市场趋势 Market Trend
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消费升级在各产业上仍是主引擎推动 WITNESS PREMIUMIZATION WILLINGNESS CROSS INDUSTRY
数据来源：中国消费者信心调查
Source: China Consumer Confidence Survey
35
30 29 26
19
12
食品饮料 Food & Beverage
个人电子产品 Electronics
家用电器 Appliance
服饰 Cloth
汽车及配件 Automobile
您倾向多付钱购买哪些类别的产品？| 2017年 What categories will you pay more to purchase? | 2017
化妆/护肤品 Cosmetics
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快消品贵价指数持续爬升，引领市场增长 PREMIUMIZATION CONTINUES TO DRIVE FMCG GROWTH
数据来源：尼尔森零售指数
Source: Nielsen Retail Measurement Service
29.1
50.4
MA
Y14
JU
N14
JU
L14
AU
G14
SE
P14
OC
T14
NO
V14
DE
C14
JA
N15
FE
B15
MA
R15
AP
R15
MA
Y15
JU
N15
JU
L15
AU
G15
SE
P15
OC
T15
NO
V15
DE
C15
JA
N16
FE
B16
MA
R16
AP
R16
MA
Y16
JU
N16
JU
L16
AU
G16
SE
P16
OC
T16
NO
V16
DE
C16
JA
N17
FE
B17
MA
R17
AP
R17
MA
Y17
JU
N17
JU
L17
AU
G17
SE
P17
OC
T17
NO
V17
DE
C17
JA
N18
FE
B18
MA
R18
AP
R18
MA
Y18
JU
N18
JU
L18
AU
G18
SE
P18
OC
T18
NO
V18
DE
C18
廉价指数 平价指数 贵价指数
前30大品类中不同价格指数的市场份额 | 2014年5月-2018年12月 FMCG Index of Different Price Tiers for Top 30 FMCG Categories | May, 2014-Dec, 2018
Fair Price Index Mainstream Price Index Premium Price Index
平价指数首次高于廉价指数 Mainstream Price Index > Fair Price Index
贵价指数首次超50 Premium Price Index > 50
快消品 FMCG
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高端消费意愿是跨行业增长的保证 PENETRATE OTHER INDUSTRY TO BOOST THE GROWTH
数据来源：尼尔森科技报告；汽车报告；二手资料
Source: Nielsen T&T Report; Auto Report; Secondary Research
电子产品 Electronics
家用电器 Home Appliance
汽车 Auto
24% 26%
13% 22%
Q3 16
Q4 16
Q1 17
Q2 17
Q3 17
RMB 2,500 - 3,500
Above RMB 3,500
智能手机分价格段市场份额% Smart Phone Value Share by Price
Tier
79% 消费者表示近半年里
就有购买高端家电的计划 Consumer plan to buy high-end
appliance in the next half year
44.8%
电视 TV
43.0% 55.1%
柜机空调 AC
烤箱 Oven
购买高端家电产品品类的购买意愿(%) Purchase willingness on high-end appliance
中国豪华车市场 China Luxury Auto Market
144
216
2013 2016
单位：万辆 Unit: 10k
VS 8.6%
中国乘用车 Total Auto
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对未来消费升级的持续发酵秉持乐观态度 KEEP OPTIMISTIC FOR FUTURE PROSPECTS
数据来源：尼尔森S2017年CEO问卷
Source: Nielsen 2017 CEO Questionnaire
Biggest Driver 第一驱动力
零售商 Retailer
厂商 Manufacturer 19
19
35
14
24
33
Trade-Up
消费升级
Rising Middle Class
扩大的中产阶级
New Retail
新零售
Trade-Up
消费升级
Innovation
创新驱动
New Retail
新零售
制胜之道 Winning Key
未来前景 Future prospects
消费升级 Go Premium
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市场趋势 MARKET TREND
市场趋势 Market Trend
健康绿色 Green Consumption
零售改革 Retail Evolution
消费升级 Premiumisation
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不断上升的收入支撑消费者对健康理解的提升 INCREASING INCOME IMPROVE UNDERSTANDING OF HEALTH
环境健康
健康管理
对身心有益
符合质检标准
健康理解阶段 Understanding of health
全国居民人均可支配收入 National Resident Disposable income
– 健康生活
– 健康饮食、科学运动
18,311 20,167 21,966 23,821
2013 2014 2015 2016
增速 Growth Rate
+8%
数据来源：国家统计局
Source: China National Bureau of Statistics
Environmental health
Health life
Health management
Meet quality inspection standard
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强烈的健康意识改变了对食品饮料的购买习惯 STRONG HEALTHY AWARENESS IMPACTS F&B CONSUMPTION
数据来源：尼尔森零售指数
Source: Nielsen Retail Measurement Service
MORE:
LESS:
122%
24% 15% 12% 10%
水果茶 纯果汁 包装水 酸奶
运动饮料
-7% -6%
-3% -1% -1%
口香糖 低浓度果汁 散装糖果 即溶咖啡 巧克力
滚动年度17年09月食品饮料整体销售增长率 MAT 1709 F&B Value growth
+5.3%
83%
70%
中国 全球平均
83%的消费者主动调整饮食
预防健康疾病
% Actively make dietary choices to help
prevent certain health conditions
全球排名: 1st Global Ranking
China Global average
更主动 Proactive
Fruity
Tea
NFC Pwater Yogurt
Drink
Sports
Drink
Chewing
gum
Juice
Drink
Loose Pack
Confectionery
Instant
Coffee Chocolate
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全民运动意识和热情赋能体育产业蓬勃发展 EXERCISE AWARENESS AND DEDICATION RISING BRING PROMISING GROWTH
ON SPORTS INDUSTRY
数据来源：中国体育总局；中国马拉松协会
Source: China General Administration of Sport, China Marathon Association
134
328
2015 2016
备案马拉松数
马拉松赛事数 Number of Marathon
matches and participants
2015
1.7万亿 1,700 Billion
2025
5万亿 5,000 Billion
体育产业总规模 Sports Industry Size
360
434
2015 2016
中国体育人口（百万） Number of sports participants (MN)
Registered matches
Participants
(MN)
参赛人数（百万）
1.5 2.8
3倍
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追求健康上升到重视健康生活的阶段 PLACE IMPORTANCE TO HEALTHIER LIFE
数据来源：中国消费者信心调查; 尼尔森2016年快速科技报告；二手资料
Source: China Consumer Confidence Survey; 2016 Nielsen Tech Fast Forward Report; Secondary Research
空净器 Air purifier
净水设备 Water purifier
未来12个月想买的东西|对比前季度 Purchase intension in next 12 months vs PP
-2
-2
-2
-1
-1
-1
-1
-1
+2
+2
+4 Water purifier 净水器 Smart bracelet 智能手环 Air purifier 空气净化器
E-reader 电子阅读器
Game console 游戏主机
Internet TV 互联网电视盒子
Smart TV 智能电视
Tablet 平板电脑
Wifi router 无线路由器
Laptop 笔记本电脑
Smart watch 智能手表
健康保健科技 HEALTHCARE TECHNOLOGY
到2020年占全球医疗技术市场12％的份额 12% Share Of The Global Medical Technology Market By 2020
智能手环 Smart bracelet
12%
16年增长 YoY +21.3% +17.7% +24.4%
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开始改变意识，养成节能环保的绿色消费 FORM ENVIRONMENTAL PROTECTION AWARENESS
数据来源：国家统计局；可持续报告
Source: China National Bureau of Statistics, The Sustainability Imperative Report
节能环保 Environmental Protection
新能源汽车增长率 EV growth
集成电路、太阳能电池等产品的产量增长率
Integrated circuits, solar cells
production growth
+30.8%
+20% 消费者表示愿意支付更多给承诺对环境可持续的品牌 OF CONSUMERS SAY THEY ARE WILLING TO PAY MORE FOR BRANDS WITH A COMMITMENT TO SUSTAINABILITY
66% 全球
GLOBAL
80% 中国
CHINA
消费意识 Changing Consideration
17年前三季度 YTD 1709
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市场趋势 MARKET TREND
市场趋势 Market Trend
健康绿色 Green Consumption
零售改革 Retail Evolution
消费升级 Premiumisation
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新零售百花齐放，激活线下增长 BLOOMING NEW RETAIL, ACTIVATE OFFLINE REBOUND
数据来源：尼尔森零售指数;尼尔森S2017年CEO问卷
Source: Nielsen Retail Measurement Service; Nielsen 2017 CEO Questionnaire
+7% +1% +32% 滚动年度
MAT Oct16
线上+线下 Online+Offline
线下 Offline
线上 Online
+10% +5% +27% 滚动年度
MAT Oct17
CONGREGATED
STORE
UPGRADED
GROCERY
AUTOMATIC
CVS
集成型门店 升级食杂店 无人便利店
CEO们如何看待新零售？What do you think new retail?
这是一场改变行业的革新
A NEW CONCEPT THAT WILL CHANGE THE INDUSTRY
这只是另一种形式的电商
ANOTHER FORM OF ECOMMERCE
45%
48%
48%
33%
6%
19%
厂商
零售商
这是个需要证实的新概念
A NEW CONCEPT THAT IS YET TO BE PROVEN
新零售业态 Online and Offline are blending
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零售改革去增强消费者体验是核心 RETAIL EVOLUTION STICK WITH SHOPPING EXPERIENCE
体验 Experience
shoppers think enjoyable shopping
experience is important
运用高科技提升体验 Apply Technology To Improve
Shopping Excitement
餐饮娱乐一体化 Integrate Dining & Entertainment Area To
Enable One-Stop Shopping
借力O2O平台加速送达 Leverage Online Platform To Speed-
up Delivery
增强绿色成列更好引流 Enlarge Fresh Food Area And In-Store
Layout To Attract Traffic
85% 购物者认为舒适的购物体验很重要
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零售本质：做好引流最大化销售 CORE RETAIL SALES: MAXIMIZE TRAFFIC AND OUTPUT
线上线下融合 最大化引流
Online offline merge to
maximize traffic
陈列
销售员
促销
娱乐体验化 生活服务化
提升消费体验 Enhance shopping experience
扩大销售篮子 Increase basket size
形成品牌回流 Elevate branding image
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把握市场脉搏，制胜新消费 MARKET TREND
市场趋势 Market Trend
健康绿色 Green Consumption
零售改革 Retail Evolution
消费升级 Premiumisation
把握品质需求，创造升级机会 Leverage quality of life demand, create trade-up occasion
理解健康阶段，针对性健康投入 Understand health stages, specific health investment
增强购物体验，增加流量利润 Enhance shopping experience, increase traffic profit
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设备选择 营销内容 效果监测
DEVICE SELECTION MARKETING CONTENT RESULT MONITOR
新时代营销趋势 NEW ERA MARKETING TREND
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互联网用户向移动端迁徙，加速营销生态从开环到闭环的孵化 HIGH CONCENTRATION OF MOBILE COMMERCE ACCELERATES THE E-TAILER
ADVERTISING ECOSYSTEM FROM OPEN TO CLOSED LOOP
数据来源：尼尔森数字化研究报告 2017，中国互联网络信息中心报告，尼尔森2016Q1全球生态结果
Source: Nielsen Connected Commerce Report Jan 2017; The 40th Statistical Report on Internet Development (2017)；Nielsen 2016Q1 Global Mobile Ecosystem Result
中国互联网用户以及移动互联网用户数量是美国的3倍左右 Chinese internet users and mobile internet users are
about three times that of the United States
721 MILLION
237 MILLION
USA CN
96% 65%
中国移动互联网用户使用手机支付的意愿更强 Chinese mobile internet users have stronger
willingness to pay via mobile than users in
the United States
非常愿意+愿意使用手机App购物 People Highly+Somewhat Likely use a
mobile app to make a purchase
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热门IP吸引年轻消费者关注 OTV ATTRACTS YOUNG CONSUMERS THROUGH HOT IP PROGRAMS
原创小众内容综艺
Original Niche Shows
IP自制剧目
IP Content-based Drama
256 173
256 198
25-29岁 （Age)
25-29岁 (Age)
经典游戏
Cla
ssic
Gam
es
热门网络小说
Po
pu
lar O
nlin
e
No
vels
年轻人感兴趣的话题
Ho
t top
ics
am
on
g
Yo
un
g
IP 粉丝
数据来源：尼尔森2017年数字广告收视率报告
Source: Nielsen 2017 DAR Annual Report
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品牌广告通过有趣的内容营销传递给消费者 BRANDS CONVEY ADVERTISEMENTS TO CONSUMERS THROUGH
CONTENT MARKETING
直播
Live Show
口播
Small talk show
剧情道具 Props
Product used as
props during the
drama.
弹窗
Brand showed
aligning with
drama content.
弹幕
Barrage showed
brand names
数据来源: 图片来自于网络 Pictures are from internet
尼尔森消费者脑神经科学分析结果，某领先品牌2017实例
Source: Leading brand case sharing, result from Nielsen Neuro Science. Y: 2017
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从 模糊的“路径” 到 清晰的“路径规律” FROM CHAOTIC PATHS OF PURCHASE TO CLEAR PATTERN
UNCOVERING
… 38 38
路径 PATHS 10,000+
35 PATH
条路径覆盖了 Covering
85% SALES
的销售
数据来源：尼尔森数字媒体效用研究报告 | 洗护品类 | 3个月监测
Data source: Nielsen Digital Media Study | Household | 3 months
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模糊的“整体效果” 到 清晰的“单点效果” FROM COMPLEXITY TO CLARITY
从线性链 接到网状互联 FROM LINEAR TO INTER-CONNECTED
从 FROM
到 TO
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抓住年轻人目光的内容营销更有效果 EFFICIENT CONTENT MARKETING IS BEST AT CATCHING YOUNG
GROUP’S EYE
营销生态向移动端转移
Advertising ecosystem
transfers to mobile end
内容营销切合年轻群体兴趣
Content marketing targets to
young group interests
监测营销大数据提升广告效果
To improve RoI through
monitoring marketing big data
更新快 Changing daily
有趣 Interesting
简短 Short
小众
Small
Group
个性化 Personalized
颜值 Outstanding appearance
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总结中展望 SUMMARY FOR BETTER TOMORROW
中国消费者信心新高，市场现象喜忧参半 Consumer Confidence Index reach historical high, market is mingled challenge and opportunity
洞察新生代消费特征 New generation consumption insight
引领市场三大趋势 Lead the market development
高效企业营销产出 Optimize marketing effectiveness
• 彰显自我：提供多样个性化产品和服务，满足有趣体验的需求 Offer a variety of differentiated product and
service, pleased with interesting experience
• 女性崛起：增加女性相关投资，培养激发女性消费 Increase female related investment, stimulate
the female consumption
• 超级消费者：完善和消费者互动，催使社群经济 Improve interaction with super consumer, drive
strategy and action to influence others
• 消费升级：跨行业呈现贵价化推动市场趋势，未来不可限量 Witness premiumization willingness cross
industry to boost the growth
• 健康绿色：全名运动是趋势，辅以健康饮食，形成绿色消费 Exercise become more common, followed by
healthy eating, form green consumption
• 零售改革：零售进化本质离不开提升购物体验，满足消费者 Retail evolution is stick with shopping
experience to satisfy consumer
• 设备选择：营销生态向移动端转移 Advertising ecosystem transfers to mobile end
• 营销内容：内容营销切合年轻群体
兴趣 Content marketing targets to young group
interests
• 效果监测：通过监测营销大数据提
升广告效果 To improve ROI through monitoring marketing
big data
This artwork was created using Nielsen data.
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.
