中国快消自有品牌价值进阶之路：价质跃迁 共赴新境

中国快消自有品牌价值进阶之路China FMCG Private Labels: The Journey to Value Elevation 王伶Lynn Wang NIQ中国零售商客户成功团队负责人Retail CustomerSuccess Lead, NIQ China 中国消费者的家庭财务预期有限好转消费心态从“谨慎保守”向“理性”与“情感”并重的双轨制重构演变Chineseconsumer has evolved from cautious conservation towards rational & emotional reorientation 消费者主要关注事项（%受访者认可）Consumertopconcerns inthe next 6 months (% respondentswho agree) 双轨消费主导下,中国消费者的物质价值观重排,消费驱动力逐渐从外部认同转向自我及家庭的身心满足Declining out-of-home and appearance spending weakens offline momentum; Wallet intentions on inner fulfillment reinforce the shift into self- relevance value in China consumption engine 消费者管理开支的主要策略Consumers'strategies to manage spending 体现在快消品购买上,中国消费者左手要抓“物质森林”,右手要享“情绪旷野”质价比与情感共鸣的双重满足将成未来快消发展趋势Reflected in FMCG purchases, Chinese consumers demand both functionality and emotional appeal. The dual delivery of value forquality-price ratio and emotional resonance will define future FMCG trends. 中国消费者在自有商品的选购上,也正从由低价吸引转向价值追求自有品牌的质价跃迁之旅已然开启In the selection of private label products, Chinese consumers are shifting from low-price appeal to value-driven pursuit. The journey of quality- price elevation for private labels has officially commenced 消费者购买自有品牌产品的原因 中国自有品牌规模快速崛起,与厂商品牌间的价格差距逐渐弥合 China's private labels are rising rapidly in scale, and the price gap with national brands is gradually narrowing 各品类自有品牌增长模式差异多数量增品类开始向品质化、差异化方向发展Private label growth strategies differ by category. Categories that previously relied on volume growth shifts toward premiumization and 自有品牌价质跃迁四要素 Four Elements Driving Private Label Evolution 以品质细分为抓手,构建零售商高质价比价值供给 By utilizing quality segmentation as a strategic tool, retailers can establish a supply chain that delivers superior qualityatcompetitive prices 以情绪共鸣为目标,调和产品“功能+情感”,寻求与双轨消费观的价值同频 Targeting emotional resonance: Balancing function and emotion to sync with dual-track consumer values 深耕自身产品创新能力，以创新力为基，打造差异化竞争壁垒 Deepen product innovation capabilities, and leverage innovation as the foundation to build differentiated competitive barriers 以品牌建设为纲,构建零供协作新模式，为可持续增长蓄能 成功店|各品类中自有品牌销售额份额%Championing brand building as the guiding principle to establish a new model of retailer-supplier collaboration and accumulatemomentum forsustainable growth ✓以品质细分为抓手契合质价比升级Leveraging Quality Segmentation to Match Quality-Price Upgrades✓以情绪共鸣为目标寻求双轨消费观同频Targeting Emotional Resonance to Align with Dual-Track Consumption Values✓以深化创新能力为基打造差异化竞争壁垒Grounded in Deepened Innovation Capabilities to Build Competitive Barriers✓以品牌建设为纲为可持续增长蓄能Guided by Brand Building to Accumulate Momentum for Sustainable Growth中国快消自有品牌价值进阶之路价质跃迁共赴新境Quality-Price Leapfrogging: Embarking on a New FrontierChina FMCG Private Labels: The Journey to Value Elevation