数字化转型下快消企业如何获取破局密钥

1 ©2021NielsenConsumerLLC.AllRightsReserved. 什么是数字化转型？ 4亿6千万条 464,000,000 ©2022NielsenConsumerLLC.AllRightsReserved. 2 4 3 2 1 ©2022NielsenConsumerLLC.AllRightsReserved. 3 Imageplaceholder 4 ©2021NielsenConsumerLLC.AllRightsReserved. 4 ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. 5 ©2022NielsenConsumerLLC.AllRightsReserved. 1,232.4 1,207.1 988.8 1,312.5 常温白奶低温白奶风味奶牛奶饮料其他 MAT2006 MAT2106MAT2206 1,190.7 1,115.1 1,001.3 1,132.5 1,162.1 MAT2106 MAT2206 液态奶酸奶/酸味奶/乳酸菌奶粉 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. 8 ©2022NielsenConsumerLLC.AllRightsReserved. 高端 -11.8%-2.8%-36.4%-31.7%-45.4%-48.7% 中 高-15.2%-34.6%-8.5%+8.7%+205.0%-20.2% +24.5% +10.0% +0.4% 端 中 端 -8.4%-28.5% -2.2% -18.1% 中 低-3.5%+58.7% 端 -10.2%+5.8% -76.1%-95.9%-83.6%-19.7%-98.0% ©2021NielsenConsumerLLC.AllRightsReserved. Source:尼尔森IQ零售研究，数据截止到2020年9月。 ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. 10 ©2022NielsenConsumerLLC.AllRightsReserved. 饮料 -0.1% 即饮茶包装水功能饮料果汁即饮咖啡碳酸饮料 +1.8%-3.4%+1.3%+1.2%+1.2%+1.8% 厂商D 厂商C 厂商B 厂商A MAT2YAMATLYMATTYMATTYMATTYMATTYMATTYMATTYMATTY 11 ©2022NielsenConsumerLLC.AllRightsReserved. 销售额占比69%30%1% 12 ©2021NielsenConsumerLLC.AllRightsReserved. 12 ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. 13 ©2022NielsenConsumerLLC.AllRightsReserved. 14 ©2022NielsenConsumerLLC.AllRightsReserved. 2201 2202 2203 2204 2205 2206 2207 2208 2209 2201 2202 2203 2204 2205 2206 品牌A 2207 2208 2209 品牌B 2201 2202 2203 品牌C 2204 2205 2206 2207 2208 品牌D 2209 ©2021NielsenConsumerLLC.AllRightsReserved. 15 ©2022NielsenConsumerLLC.AllRightsReserved. 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 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 50% 40% 30% 20% 41% 15% 33%35% 全渠道线上线下 18% 15%15% 7%5%3%3% 10%6%6% 3% 3%4%4% 2%1% -1% 0% -10% -5% -3% -1% -5%-5% 4%1% -1% -4% -5% -5% -7% -9% -20% 19Q420Q120Q220Q320Q421Q121Q221Q321Q422Q122Q2 数据来源:尼尔森IQ零售指数研究，数据截止2022年06月 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. 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 线下市场销售额年度增速： 8.1% 7.6% 10.5% 11.2% 11.0% 10.9% 2.7% 2.8% 7.9% 7.8% 28.9% 28.4% 30.9% 31.3% 门店数量变化 2021数量 2020GR 2021GR 大卖场 3089 0.9% -2.6% 超市 38,932 10.2% 10.4% 小超市 373,193 9.8% 8.1% 便利店 119,769 12.0% 8.1% 食杂店 4,851,351 2.1% -0.4% MATLYMATTY 大卖场超市小超市便利店母婴店其它线上 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 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. 大店提升产品可见性，小店提升产品渗透率 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 98 9147.8 68 46 27.1 11.8 8.9 Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22 Jun22 Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22 Jun22 数据来源:尼尔森IQ零售指数研究，数据截止2022年06月 大卖场超市小型超市便利店 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. ©2021NielsenConsumerLLC.AllRightsReserved. 19 ©2022NielsenConsumerLLC.AllRightsReserved. 数据来源：尼尔森IQ商业智景1812期数据 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. 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 中心城区 83% 卫星区E 卫星区A 卫星区B 卫星区C 39% 38% 43% 44% 51% 卫星区D 数据来源：尼尔森IQ商业智景1812期数据 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. ■ 店铺名称店铺类型地址品类销售分数 A大超市XXXX72 B大卖场XXXX54 C便利店XXXX60 D小超市XXXX39 E便利店XXXX46 F小超市XXXX67 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. 找到高价值区域是帮助客户带来高效益的核心 销售提升结果： +70,000,000人民币 带来约7千万人民币的年均销售额提升 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 +150+3,000+4,800 拓展150平方公里的铺货区域 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 ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved. 双十一福利大放送！！！ 6 详情请联系： 东区-JamesGu 手机：18521096525 新老客户最高享折优惠！！！ ：nielseniq.cn 邮箱：james.gu@nielseniq.com 南区-LydiaYang 手机：18312019541 邮箱：lydia.yang@nielseniq.com 西区-YiguangZeng 手机：13880421082 邮箱：yiguang.zeng@nielseniq.com 北区-SylviaZhang 手机：18210320278 邮箱：sylvia.x.zhang@nielseniq.com 中区-NeoChen 手机：18602118915 邮箱：neo.chen@nielseniq.com ©2021NielsenConsumerLLC.AllRightsReserved. ©2022NielsenConsumerLLC.AllRightsReserved.