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1、 2021 Nielsen Consumer LLC.All Rights Reserved.1 2022 Nielsen Consumer LLC.All Rights Reserved.什么是数字化转型?4亿6千万条464,000,0002 2022 Nielsen Consumer LLC.All Rights Reserved.12343Image placeholder 2021 Nielsen Consumer LLC.All Rights Reserved.4 4 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen
2、 Consumer LLC.All Rights Reserved.5 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.988.81,132.51,162.11,207.11,115.11,001.31,232.41,312.51,190.7MAT 2006MAT 2106MAT 2206液态奶酸奶/酸味奶/乳酸菌奶粉MAT 2106MAT 2206常温白奶低温白奶风味奶牛奶饮料其他 2022 Nielsen Consumer LLC.All Rights R
3、eserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.8 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.-76.1%-95.9%-83.6%-19.7%-98.0%-3.5%+58.7%+0.4%-10.2%+5.8%-8.
4、4%-28.5%+10.0%-2.2%+24.5%-18.1%-15.2%-34.6%-8.5%+8.7%+205.0%-20.2%-11.8%-2.8%-36.4%-31.7%-45.4%-48.7%高端中高端中端中低端Source:尼尔森IQ 零售研究,数据截止到2020年9月。2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.10 2022 Nielsen Consumer LLC.All Rights Reserved.11MAT 2YAMAT LYMA
5、T TYMAT TYMAT TYMAT TYMAT TYMAT TYMAT TY厂商 D厂商 C厂商 B厂商 A饮料即饮茶包装水功能饮料果汁即饮咖啡碳酸饮料-0.1%+1.8%-3.4%+1.3%+1.2%+1.2%+1.8%2022 Nielsen Consumer LLC.All Rights Reserved.12Copyright 2020 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2021 Nielsen Consumer LLC.All Rights Reserved.12销
6、售额占比69%30%1%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.13 2022 Nielsen Consumer LLC.All Rights Reserved.品牌 A品牌 B品牌 C品牌 D20322042205220622072208220922004220522062207220822092200422052206220722082209 2022 Nielsen Consume
7、r LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.15 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.全渠道&线上&线下|尼尔森监测的所有快消品整体|销售额增幅快消品全渠道:受疫情影响,今年上半年快消品整体全渠道增长持续放缓,快消市场的不确定性加大15%3%6%-1%3%7%4%2%1%-4%-7%41%33%35%15%18%15%5%1%3%-1%-9%6%-5
8、%-3%-5%-5%4%4%3%-1%-5%-5%-20%-10%0%10%20%30%40%50%19Q420Q120Q220Q320Q421Q121Q221Q321Q422Q122Q2全渠道线上线下数据来源:尼尔森IQ 零售指数研究,数据截止2022年06月 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.30.9%31.3%28.9%28.4%7.9%7.8%2.7%2.8%11.0%10.9%10.5%11.2%8.1%7.6%MAT LYMAT TY
9、大卖场超市小超市便利店母婴店其它线上后疫情时代渠道趋势:全国 I 线下市场渠道格局变化 滚动三年全国 I 线下市场门店数量趋势数据来源:尼尔森IQ 零售跟踪研究,包含87个线下品类+67个线上品类,数据更新至22年06月线下市场销售额年度增速:门店数量变化2021数量2020GR2021GR大卖场30890.9%-2.6%超市38,93210.2%10.4%小超市373,1939.8%8.1%便利店119,76912.0%8.1%食杂店4,851,3512.1%-0.4%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Con
10、sumer LLC.All Rights Reserved.98 91 68 46 Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22大店提升产品可见性,小店提升产品渗透率数据来源:尼尔森IQ 零售指数研究,数据截止2022年06月全国现代渠道分渠道|奶酪棒|数值铺货(渗透率)全国现代渠道分渠道|奶酪棒|单店单品数大卖场超市小型超市便利店47.827.111.88.9Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21
11、Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.19 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.数据来源:尼尔森IQ 商业智景1812期数据 202
12、2 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.中心城区卫星区A卫星区B卫星区C卫星区D卫星区E数据来源:尼尔森IQ 商业智景1812期数据某知名饮料企业,运用尼尔森IQ数据,在城市变迁中准确地找到了新的机遇和挑战83%44%43%51%38%39%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.店铺名称店铺类型地址品类销售分数A大
13、超市XXXX72B大卖场XXXX54C便利店XXXX60D小超市XXXX39E便利店XXXX46F小超市XXXX67 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.找到高价值区域是帮助客户带来高效益的核心尼尔森IQ商业智景帮助客户在以下方面提高销售表现:广度:提升铺货面积和铺货店铺数量 深度:提升核心栅格的店内表现拓展150平方公里的铺货区域+3,000+4,800+150增加3,000个传统食杂店铺的铺货提高4,800个传统食杂店铺表现带来约7千万人民币的年均销售额提升销售提升结果:+70,000,000人民币 2022 Nielsen Consumer LLC.All Rights Reserved.