凱度消費者指數：“鎮”向增長的抓手-2022中國小鎮消費者研究報告（22頁）.pdf

1、“鎮”向增長的抓手Leverage town for future growth凱度消費者指數2022客戶會2022 Client DayREBOOT FOR GROWTH IN THE NEXT NORMAL數據來源：國家統計局，凱度消費者指數家庭樣組Data Source：National Bureau of Statistics，Kantar Worldpanel Household panel“鎮”數量正在穩步增長中，預計到2027年“鎮”將貢獻1174億快消品增長Number of town is increasing due to urbanization,Town will co

2、ntribute to 117.4Billion of FMCG growth in 20271174億In 2027,if towns spending per household reach 90%of countys level,couple with urbanization evolution,towns FMCG size will grow by 117.4 billion117.4 billion若2027年“鎮”的戶均花費達到縣鎮的90%加上城鎮化效應，鎮的快消品規模將增加行政區劃數量Number of Administrative Division0500010000150

3、00200002500020212020201920182017201620152014201320122011鎮 Town鄉 Village縣鎮 County縣級市 County Level City地級市 Prefectural Level City省級市 Provincial Level City鄉 VillageTown鎮REBOOT FOR GROWTH IN THE NEXT NORMAL數據來源：凱度消費者指數家庭樣組Data Source：Kantar Worldpanel Household panel 相當于8年前三四五線城市平均水平Similar to BCD avg.l

4、evel 8 years ago鎮家庭戶%,基于中國大陸城鎮家戶，截至22年7月15日的8周Town household%,Based on mainland urban China,8 weeks to 2022/7/15家庭戶均消費(元/戶),快消品,截至22年7月15日的8周Spend per household(RMB/HH),8 weeks to 2022/7/15快消品金額增長率%FMCG Value GR%Y2021 vs.Y2020Y2021 vs.Y20207.87.8%Key 重點城市010124.424.4%Town 鎮020213.913.9%D 縣鎮030316.71

5、6.7%A 省級市060626.226.2%B 地級市050511.011.0%C 縣級市04040101鎮的龐大規模醞釀未來增長潛力，前景可期Size does matter,large potential for Town to grow地級市/縣級市/縣鎮BCD全國National863147611411113重點城市及省級市Key&A鎮Town3.1%3.1%2.8%2.8%3.4%3.4%REBOOT FOR GROWTH IN THE NEXT NORMAL數據來源：凱度消費者指數家庭樣組Data Source：Kantar Worldpanel Household panel購買

6、品類數#of categories單次購買量（包）Trip Size Volume packs購買頻次Frequency快消品，截至22年7月15日的8周FMCG,8 weeks to 2022/7/15主要城市Key省級市A地級市B縣級市C縣鎮D鎮Town17.516.014.013.012.46.15.35.45.65.826.123.020.920.721.412.54.918.7鎮級消費者目前處于低頻低量購買，消費需求有待激發Town consumers buy less frequently with smaller basket,room to activate their nee

7、dsREBOOT FOR GROWTH IN THE NEXT NORMAL鎮消費者多元化，映射出多元化的產品/渠道/溝通策略需求哪個照片不是來自鎮家庭？Which photo is NOTNOT from town family?Town consumers are diversified,reflecting diversified needs for product/channel/communication strategies.ABCD以上皆來自鎮家庭Capitalize trade up opportunities by understanding town consumers n

8、eedsREBOOT FOR GROWTH IN THE NEXT NORMAL開銷傾向性指數:該品類在鎮家庭快消品花費占比/該品類在全國家庭快消品花費占比 x 100Spending%Index:category A spending%in Town households/category A spending%in National households x 100價格單位為元/千克或元/升 Prices are calculated based on RMB per Kg/L 鎮 vs.全國，截至22年7月15日的8周Town vs.National,8 weeks to 2022/7/

9、15基礎品類可向高端/精細化升級Drive premium/sophistication for basic categories喚醒便捷性/小資品類的訴求Activate convenient/indulgent categories needs調味品Seasoning124家清HH Cleaning110常溫奶UHT105抽紙Facial Tissue88護膚品Skin care94堅果Nuts78滲透率Penetration 低于全國(53.7)lower than National(53.7)37.6滲透率Penetration 低于全國(52.1)lower than Nationa

10、l(52.1)44.7滲透率Penetration 低于全國(33.6)lower than National(33.6)27.4較全國價格指數Price index vs.National88較全國價格指數Price index vs.National87較全國價格指數Price index vs.National97快消品開銷傾向性指數FMCGSpending%index基礎產品升級與生活方式提升是未來鎮消費者高端化方向Upgrade on necessities and improvement on lifestyle will drive premiumization in town

11、consumers.REBOOT FOR GROWTH IN THE NEXT NORMAL指標：對比整體鎮的滲透率指數Measurement:Penetration index overall town鎮，截至22年7月15日的8周Town,8 weeks to 2022/7/15高收入(7000RMB)鎮家庭High income(7000RMB)Town family高收入的家庭做抓手，激活鎮的升級需求Start from high income town families to activate trade-up needs生活品質/愉悅Quality life/indulgent膨化

12、食品Puffed Snack 109口香糖Chewing Gum108堅果Nuts118巧克力Chocolate106護膚品Skin Care108化妝品Make up132基礎類進階Sophistication of Basic低溫奶Fresh Milk104酸奶Yogurt103消毒液Basi114洗衣液Laundry Liquid118沐浴液Shower Gel111洗手液Hand Wash109便捷類需求更高More convenience needs面巾紙Facial Tissue104濕巾Wipes117包裝水Package Water107功能飲料Function Drink11

13、4快速湯料Quick Soup107速凍食品Frozen Food102REBOOT FOR GROWTH IN THE NEXT NORMAL大包單包價也高 Bigger Pack,higher pack price大包且實惠，低入手價門檻Bigger Pack,value for money,lower price hurdle小包裝，低入手價門檻Smaller Pack,lower price hurdle指數均指鎮對比全國水平;包裝規格指克或毫升/每包;每包價格指元/包Index means Town index National level；Pack Size means gram

14、or ml per pack;Pack price means RMB/pack包裝規格指數 Pack Size Index更大包裝Larger Pack更小包裝Smaller Pack每包價格指數Pack Price Index更高單包價Higher pack price更低單包價Lower pack price鎮相較于全國對包裝大小及單包價偏好,截至22年7月15日的8周Town vs.National pack size/price preference,8 weeks to 2022/7/15小資愉悅類 Lifestyle upgrade飲品/基礎升級類 Beverage/sophis

15、tication of basic 生活必需品類 Necessities碳酸飲料 CSD 果汁 Juice功能飲料 Function Drink即飲茶 RTD Tea 包裝水 Package Water啤酒 Beer醬油 Soy Sauce香辛料 Herb&Spice食用油 Cooking Oil常溫奶 UHT Milk酸奶 Yogurt成人奶粉 Adult Milk Powder糖 Candy巧克力 Chocolate膨化食品 Puffed Snack餅干 Biscuit麥片 Cereals保健品 Nutrient Suppliment方便面 Instant Noodle香腸 Sausage

16、冰激凌 Ice Cream潔廁精 Toilet Cleaner廚房清潔 Kitchen Cleaner殺蟲劑 Insecticides洗衣粉 Laundry Powder洗衣皂 Bar 面巾紙 Facial Tissue濕巾 Wipes洗發水 Shampoo護發素 Conditioner沐浴液 Shower Gel護膚品 Skin Care60708090100110120708090100110120130了解鎮消費者生活習慣及品類發展階段，定制化規格/價格策略贏發展Understand town consumer lifestyle,leverage different categorie

17、s stage to customize pack size and price strategy to winREBOOT FOR GROWTH IN THE NEXT NORMALRoute to reach town consumerREBOOT FOR GROWTH IN THE NEXT NORMAL零售環境，截至22年7月15日的8周Retail environment,8 weeks to 2022/7/15小業態：指小型超市、便利店、雜貨店、專賣店Small format store:including small super、CVS、grocery、specialist st

18、ore0202前15零售集團金額%Top15 retailer groups value%基于實體Offline as 100%若單單依賴零售巨頭仍不足以有效觸達鎮消費者Top retailers are yet covering town consumers20.65.6全國National鎮Town21.612.6全國National鎮Town0303促銷量%(包%)Promotion rate%(pack%)基于全渠道Omni channelas 100%因此鎮促銷比例低。深化分銷，重視分銷商比促銷重要Lower MT leads to less promotion at town.Ri

19、ght route to market strategy is critical.深化分銷比通過頭部零售商/促銷更能有效觸達鎮消費者Leveraging distributors is more efficient in reaching town consumers than top retailers/promotion0101實體更重要，尤其小業態，占44%，遠高于全國的 25%Offline is more important,small format store accounts for 44%,much higher than Nationals 25%REBOOT FOR GRO

20、WTH IN THE NEXT NORMAL躋身頭部品牌，選品合適，贏得小業態有限貨架資源才能贏得鎮消費者With limited shelf space in small format store,you really need to be the top brand and offer the right product to be chosen by town consumers鎮,截至22年7月15日的8周Town,8 weeks to 2022/7/158 manufacturers在全國前40家制造商中Out of the top 40 manufactures僅有There ar

21、e only鎮滲透率高于或與上線城市齊平Town penetration higher than or similar to key to D cities家REBOOT FOR GROWTH IN THE NEXT NORMAL鎮,截至22年7月15日的8周Town,8 weeks to 2022/7/150101沒有電商的日子，鎮消費者要進城才能買到一些更為高端的品牌Without ecommerce,town consumer need to go to upper cities to reach out for premium brands0202Now,brands can reac

22、h town consumers directly viaecommerce 現在，品牌可通過電商直接觸達消費者0303然而，電商的價格競爭更為激烈While,price competition in ecommerce is fiercer2626%低于全國的Lower than Nationals在鎮的電商渠道，全國前40生產商的份額2020%僅占The value share%of top 40 manufacturers in Town ecommerce only accounts for:電商為品牌提供直接觸達鎮消費者的可能性，也帶來更復雜的價格競爭Ecommerce make i

23、t possible for brands to reach town consumer directly.Meanwhile,price competition in ecommerce is fiercerREBOOT FOR GROWTH IN THE NEXT NORMAL平臺傾向性指數:基于電商總體，該平臺在鎮家庭快消品花費占比/該平臺在全國家庭快消品花費占比 x 100Platform value%Index：within ecommerce,platform A spending%in Town households/platform A spending%in total Na

24、tional households x 100鎮快消品電商滲透率%，截至22年7月15日的8周Town FMCG ecommerce Penetration,8 weeks to 2022/7/1561776139全國National重點城市及省級市Key&A地級市/縣級市/縣鎮BCD鎮Town184184118118108108電商中，鎮消費者更傾向短視頻、社交類電商平臺Among Ecommerce,town consumer skew toshort videoshort video,social platform,social platform平臺傾向性指數*，基于電商Platform

25、 value%index,online as 100%電商在鎮大有可為，尤其是“下沉電商”為品牌直達鎮消費者打開新通路Ecommerce has good prospects in Town.Especially“down-to-town”EC platforms,which is a new route for brands to reachtown consumers.電商快消品金額增長率%FMCG Value GR%in ECY2021 vs.Y2020Y2021 vs.Y202015.2%15.2%14.4%14.4%15.9%15.9%REBOOT FOR GROWTH IN THE

26、 NEXT NORMALMoreMoreConvenientConvenient方便品類電商傾向性指數:該品類在電商快消品花費占比/該品類在實體快消品花費占比 x 100Ecommerce Value%Index：category A spending%in Ecommerce/category A spending%in offline channel x 100冷凍食品Frozen Food254濕紙巾Wet Tissue125面巾紙/抽紙Facial Tissue167洗衣液Laundry Liquid127保健滋補品Nutrient Supplement288香辛料Herb&Spice

27、181護膚品Skin Care283即飲咖啡Coffee154食品Food非食品Non Food品類電商傾向性指數，鎮，截至22年7月15日的8周Category Ecommerce Value%index,Town,8 weeks to 2022/7/15精致生活LifeLifeStyleStyle電商滿足鎮消費者消費升級需求，為高端產品帶來成長機遇Ecommerce fulfill premiumization needs for town consumers and provide growth opportunities for premium products.Leverage bo

28、th young and empty nest family to drive growth in townREBOOT FOR GROWTH IN THE NEXT NORMAL年輕家庭：包含年輕無孩及年輕有孩家庭；空巢家庭：家庭每個人年齡超過45歲Young family including young single/couple family and young&mixed family;Empty nest family:everyone in the family is over the age of 45鎮各類家庭對比整體鎮消費者的滲透率指數，截至22年7月15日的8周Town d

29、ifferent family type penetration index overall town,8 weeks to 2022/7/15年輕家庭Young family空巢家庭Empty Nest family碳酸飲料Carbonated Soft Drink111111造型產品Hair Styling116116冰激凌Ice Cream107107護膚品Skin Care105105膨化食品Puffed Snack115115濕巾Wipes107107白酒Chinese Spirit109109消毒液Basi117117米Rice110110殺蟲劑Insecticide117117面

30、粉Flour118118清潔用品Cleaning Tool137137借力小鎮青年打開鎮小資生活需求；基礎品類升級在老年人中大有可為Leverage young consumer to drive lifestyle trade-up;Large room for basic category trade up among the elderly.REBOOT FOR GROWTH IN THE NEXT NORMAL鎮空巢家庭年輕家庭：包含年輕無孩及年輕有孩家庭；空巢家庭：家庭每個人年齡超過45歲Young family including young single/couple famil

31、y and young&mixed family;Empty nest family:everyone in the family is over the age of 45鎮前20廠商金額占比%，截至22年7月15日的8周Towns top 20 manufactures value%,8 weeks to 2022/7/15鎮年輕家庭BRANDBRANDFUNCTIONFUNCTION要吸引鎮年輕家庭需要強化品牌力，針對中老年則需強調產品功能Brand building is essential to attract towns young consumer,for the elderly

32、,emphasize product function is more important全國平均National Average鎮空巢家庭Town Empty Nest family2325全國平均National Average鎮年輕家庭Town Young family2725REBOOT FOR GROWTH IN THE NEXT NORMAL年輕家庭：包含年輕無孩及年輕有孩家庭；空巢家庭：家庭每個人年齡超過45歲Young family including young single/couple family and young&mixed family;Empty nest fa

33、mily:everyone in the family is over the age of 45傾向性指數：渠道類型A在目標家戶的滲透率/渠道類型A在整體鎮家戶的滲透率 x 100Index：channel A penetration among target family /channel A penetration among overall town consumer x 100鎮年輕家庭網購傾向性指數Town young family online index鎮空巢家庭禮贈傾向性指數Town empty nest family gifting index鎮，截至22年7月15日的8周

34、Town,8 weeks to 2022/7/15借力電商能有效觸達鎮年輕家庭，而針對空巢家庭可借力禮盒促進首嘗Leverage Ecommerce to reach town young families,while gifting pack could help to trigger trial among empty nest families.REBOOT FOR GROWTH IN THE NEXT NORMAL“鎮”占城鎮家庭24%兼具規模與潛力Town accounts for 24%of urban households,sizable and great potential了

35、解鎮消費者習性依品類定分階策略：普及升級Understand town consumers lifestyle.formulate strategy according to categories development stage:To penetrate or to upgrade?不同類型鎮消費者大不相同因地制宜差異化布局Town consumers are diversified.Customizing on local conditions is essential.01010 02 20 03 3把握“鎮”向增長的關鍵Leverage town for future growthR

36、EBOOT FOR GROWTH IN THE NEXT NORMAL2023年一季度重磅來襲Expand coverage to“Town”,wider understand of China market增加覆蓋”鎮”，了解更廣的中國市場More market breakdown available,deeper understand of China market更多市場細分，更深入了解中國市場Helping you to capture emerging and make faster decision幫助您更快捕捉新興趨勢，迅速決策Coming Soon2023 1st quarter更廣Wide更深Deeper更快Faster凱度消費者指數家庭樣組擴樣至62,000戶Kantar Worldpanel Household Panel are expanding to 62,000 panelists