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1、凯度消费者指数2022客户会2022 Client Day切入全场景消费为增长赋能Diving into omni-consumption occasions to empower growthREBOOT FOR GROWTH IN THE NEXT NORMAL凯度消费者指数场景解决方案Kantar Worldpanel Consumption Occasion Solution在路上边走边吃On the goMultiple OOH consumption place多种多样的消费地点When/Where/With Whom to Eat何时何地和谁吃喝购物时Shopping办公室In
2、the Office餐厅里At the restaurant在学校At school在家At Home便利店即买即食In the CVS野餐/旅行Outing/Travel/PicnicOmni-channel coverage全渠道360覆盖IN-home Panel+OOH Panel家内样组+家外样组Category/Product/Flavour/Package/Price Tier/品类/产品/口味/包装别/价位带/Over 20 Food,Beverage,Dairy超过20个食品,饮品,乳品IN-home Panel,Urban China Tier 1 to Tier 5,40
3、,000 Household Panelists家内样组,中国一至五线城市,40,000个家庭样本OOH Panel,Urban China Tier 1 to Tier 5,20,000 Individual Panelists家外样组,中国一至五线城市,20,000个人样本REBOOT FOR GROWTH IN THE NEXT NORMAL消费场景现状Status Quo-Consumption OccasionREBOOT FOR GROWTH IN THE NEXT NORMAL疫情防控常态化时代,头部场景不变,办公室更为重要Major consumption occasions
4、stay the same with office occasion more important post vs.pre COVID-19.截止2022年6月的一年MAT2022P6数据源:凯度消费者指数,家内样组,家外样组,重点及省会城市每100个消费者触及数最终的消费场景,全场景,重点及省会城市Consumption occasion for every 100 CRP,omni-occasion,Key&ATop4.餐厅Top 4 Restaurant次10Top1.家里Top 1 Home consumption次25Top2.办公室Top 2 Office次13对比2019年VS.
5、2019+1 purchase+1次-3 purchase-3次+3 purchase+3次+2 purchase+2次Top3.逛街Top 3 Shopping次11REBOOT FOR GROWTH IN THE NEXT NORMAL-30-25-20-15-10-5-522P122P222P322P422P522P622P7反弹增长Strong Performance快速恢复Fast recovery慢速恢复Slow Pick-up家内 AT HOME亲戚/朋友家 AT RELATIVES HOME办公室 WORKPLACE逛街 ON-THE-GO杂货店 GROCERY便利店 CVS出
6、游 OUTING/TRAVEL/PICNIC娱乐场所AMUSEMENT/KTV/CINEMA酒店 HOTEL/CAFETERIA网吧 NET BAR运动场所 SPORTS PLACE餐馆 RESTAURANT学校 SCHOOL大超市 HYPER/SUPERMARKET今年疫情多点爆发后,家内和办公室快速反弹,逛街与短途出行恢复显著At-home and office occasion fast rebound while shopping and outing showed salient recovery trend ever since the sporadic outbreaks of
7、scattered infections.数据源:凯度消费者指数,家内样组,家外样组,重点及省会城市消费者触及数增长率%,全场景,重点及省会城市Consumption occasion growth rate%,omni-occasion,Urban ChinaREBOOT FOR GROWTH IN THE NEXT NORMAL上半年来看:平均一个消费者购买40次,为7个消费场景花钱During 22H1,an average consumer shop for 40 times,where 7 consumption occasions are met.数据源:凯度消费者指数,家内家外样
8、组,2000个全场景个体样本Consumption place:7Frequency:40次购买40个消费场景个消费场景72022年上半年,食品与饮品,家内家外全场景2022H1,Food&Beverage,Omni-occasionREBOOT FOR GROWTH IN THE NEXT NORMAL过半数消费者会为7+场景花钱:女性场景选择更为多元化,25-34岁人群场景选择较为集中Over half of the shoppers purchased for 7+consumption occasions:occasion choices for females are more di
9、versified,35-44Y.O.are of less occasion choices.54%中国城市Urban China57%女性Female50%25-34岁25-34yr.数据源:凯度消费者指数,家内家外样组,2000个全场景个体样本7+场景消费者人群占比,2022年上半年Buyer%of consumers with more than 7 consumption occasions,2022H1REBOOT FOR GROWTH IN THE NEXT NORMAL消费场景的本源Whats Behind-Consumption OccasionREBOOT FOR GROW
10、TH IN THE NEXT NORMAL多产品线的布局可满足消费者的多样消费场景Buyer%of consumers with more than 7 consumption occasions,2022H17+场景消费者人群占比,饼干,2022上半年数据源:凯度消费者指数,家内家外样组,2000个全场景个体样本Mainstream brands covers various occasions of consumers life through multiple product lines.饼干前三品牌Biscuit Top 3 Brands62%68%饼干其他品牌Biscuit Othe
11、r BrandsREBOOT FOR GROWTH IN THE NEXT NORMAL即便同一产品,也可跟随消费者人生轨迹,切入不同的人生切片However,one identical product can also foster different paradigms of consumption occasions.下午下午Afternoon下午下午Afternoon分享分享Share with others独饮独饮Me moment女性女性Female女性女性Female数据源:凯度消费者指数,家外样组独享或分享WITH WHOM时间DAY PARTS消费者WHO旺仔牛奶突出满足的场
12、景及其人群,中国城市,截止2022年6月的一年Key occasion and its consumers of Wangzai Milk,Urban China,MAT22P6 学校学校School办公室办公室OfficeREBOOT FOR GROWTH IN THE NEXT NORMAL让消费者获得主权,拓宽场景与社群边界,由“卖家秀”进化为“买家秀”Let consumers to have control of their consumption and turn seller show to buyer show to expand the consumers and consu
13、mption occasions.消费者消费者A AConsumer A消费者消费者B BConsumer B喜茶喜茶Heytea消费者Consumer共创Co-Create119119,喜,喜茶现制茶现制饮品,饮品,2525-3434岁岁7+7+场景人群倾向性场景人群倾向性119,25-34 yr.7+consumption occasion consumer index of Heytea on-premise drink1.汉堡1.Hambergur3.薯片3.Chips2.蘸料2.SauceTikTok流行吃法TikTok Trendy灵感Inspire分享Share数据源:凯度消费者
14、指数,家内家外样组,2000个全场景个体样本,2022年上半年REBOOT FOR GROWTH IN THE NEXT NORMAL4.6 4.1 3.0 2.9 2.3 2.0 拓宽业态满足的场景边界,释放新的增长潜力杂货店便利店奶茶咖啡冷饮店超市大卖场电商GroceryCVSHORECASuperHyperOnline数据源:凯度消费者指数,家内家外样组,2000个全场景个体样本Unleash the growth potential of each channel through expanding the consumption occasions met in this chann
15、el.各渠道满足的场景数,22年上半年No.of consumption occasion per channel,22H1REBOOT FOR GROWTH IN THE NEXT NORMAL消费场景重要性的凸显,对当下的我们提出了协同进化的要求厘清厘清场景与需求Clarify consumption occasionsConsumer X products X channel coordinates to meet holistic needs,which requires higher standard for manufacturers and retailersConsumers满
16、足满足场景与需求Fulfill consumption occasionsProducts链接链接场景与需求Connect consumption occasionsChannelREBOOT FOR GROWTH IN THE NEXT NORMAL消费场景的增长Growth Empowering-Consumption OccasionREBOOT FOR GROWTH IN THE NEXT NORMAL4755438只在家内吃/喝家内家外都吃/喝只在家外吃喝品类与产品的增长需要跨越与涵盖不同场景Categories and products grow throug
17、h expanding to different occasions.数据源:凯度消费者指数,家内家外样组,2000个全场景个体样本Exclusive IHIH+OOHExclusive OOHYogurt酸奶Ice cream冰淇淋即饮咖啡RTD Coffee消费者占比%,2022年上半年Consumer%,2022H116REBOOT FOR GROWTH IN THE NEXT NORMAL拓宽消费场景,需要不同的产品与情境设计To expand consumers consumption occasions,specialized design of both the product
18、and scenario will benefit.数据源:凯度消费者指数,家内家外样组,2000个全场景个体样本“给自己的奖励或犒劳”“提升情绪和放松心情”“To treat myself,to relax”“情绪治愈情绪治愈”冰棍和甜筒冰棍和甜筒Stick and Cone家外,这些人吃:家内,这些人吃:杯和桶杯和桶Cup and Tub“口感与口味口感与口味”“令人清爽的”“想要口感浓郁的东西”“我喜欢这个口味”“Is refreshing,Wanted something rich,Like its flavor”家内家外都吃冰淇淋的人Eat ice cream both in-hom
19、e and out-of-homeOOH,they eat:IH,they eat:17REBOOT FOR GROWTH IN THE NEXT NORMAL以全新姿态,进入未曾踏足的生活切片是增长的关键Expanding new consumption occasions is the key to growth数据源:凯度消费者指数,家内样组,家外样组,重点及省会城市销额增长率,全场景,重点及省会城市,截止2022年6月的一年同比去年Value growth,Omni-occasion,Key+A Cities,MAT22P6 vs.MAT21P6+7%Milk牛奶-9%Yogurt酸奶
20、18REBOOT FOR GROWTH IN THE NEXT NORMAL中小品牌亦可与领先品牌插入不同场景,差异化竞争Small brands can stand out by connecting products,channel,and target audience together前二乳酸菌品牌味全乳酸菌家内家外数据源:凯度消费者指数,家内样组,家外样组,中国城市,MAT22P6前二品牌&味全的消费者触及数占比指数,以家内为100,低温乳酸菌Top 2 brands&Weichuan CRP importance index,take IH as 100,Ch
21、illed lactic acid bacteria乳品饮品化Dairy becomes beverage味全低温乳酸菌场景X人群倾向指数Weichuan chilled lactic acid bacteria occasion X consumer index19REBOOT FOR GROWTH IN THE NEXT NORMAL通过真实的消费数据,探寻市场潜力,赋能人X货X场设计Empower ConsumerXProductXChannel design through consumption behaviour data and explore market potential.
22、倾向指数Index133133大包装1251-1999mlBig Pack,1251-1999ml倾向指数Index120120男性Male数据源:凯度消费者指数,家外样组,中国城市,MAT22P6办公室Office2022夏季,流行大水杯,满足一天饮用量2022 Summer,Big Water Bottle on trend办公室打工人满足一天所需的大水瓶Big Pack of Water to Meet Office One-Day need货Product大包装一天所需人Consumer办公室打工人便利店场ChannelREBOOT FOR GROWTH IN THE NEXT NOR
23、MALREBOOT FOR GROWTH IN THE NEXT NORMAL场景驱动增长环境下的启示Implications to brands/retailers in the omni-occasion world通过消费者在不同场景的购买与消费行为生成专有数据,以支持产品和渠道策略Empower growth through consumers purchase and consumption occasion and enable product and channel strategy疫情防控常态下,评估各场景的重要性,优先核心与潜力场景,有效配置营销与货架资源Evaluate the importance of each occasion and prioritize marketing and shelf resourcesLeading manufactures may leverage product portfolio to expand to more occasions while manufactures with limited resources may differentiate its occasions 领先厂商可利用多产品线覆盖更多消费场景,如资源有限可考虑与主流场景差异化