凱度：切入全場景消費為增長賦能-2022消費場景研究報告（21頁）.pdf

1、凱度消費者指數2022客戶會2022 Client Day切入全場景消費為增長賦能Diving into omni-consumption occasions to empower growthREBOOT FOR GROWTH IN THE NEXT NORMAL凱度消費者指數場景解決方案Kantar Worldpanel Consumption Occasion Solution在路上邊走邊吃On the goMultiple OOH consumption place多種多樣的消費地點When/Where/With Whom to Eat何時何地和誰吃喝購物時Shopping辦公室In

2、the Office餐廳里At the restaurant在學校At school在家At Home便利店即買即食In the CVS野餐/旅行Outing/Travel/PicnicOmni-channel coverage全渠道360覆蓋IN-home Panel+OOH Panel家內樣組+家外樣組Category/Product/Flavour/Package/Price Tier/品類/產品/口味/包裝別/價位帶/Over 20 Food,Beverage,Dairy超過20個食品，飲品，乳品IN-home Panel,Urban China Tier 1 to Tier 5,40

3、,000 Household Panelists家內樣組,中國一至五線城市，40,000個家庭樣本OOH Panel,Urban China Tier 1 to Tier 5,20,000 Individual Panelists家外樣組,中國一至五線城市，20,000個人樣本REBOOT FOR GROWTH IN THE NEXT NORMAL消費場景現狀Status Quo-Consumption OccasionREBOOT FOR GROWTH IN THE NEXT NORMAL疫情防控常態化時代，頭部場景不變，辦公室更為重要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數據源：凱度消費者指數，家內樣組，家外樣組，重點及省會城市每100個消費者觸及數最終的消費場景,全場景，重點及省會城市Consumption occasion for every 100 CRP,omni-occasion,Key&ATop4.餐廳Top 4 Restaurant次10Top1.家里Top 1 Home consumption次25Top2.辦公室Top 2 Office次13對比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反彈增長Strong Performance快速恢復Fast recovery慢速恢復Slow Pick-up家內 AT HOME親戚/朋友家 AT RELATIVES HOME辦公室 WORKPLACE逛街 ON-THE-GO雜貨店 GROCERY便利店 CVS出

6、游 OUTING/TRAVEL/PICNIC娛樂場所AMUSEMENT/KTV/CINEMA酒店 HOTEL/CAFETERIA網吧 NET BAR運動場所 SPORTS PLACE餐館 RESTAURANT學校 SCHOOL大超市 HYPER/SUPERMARKET今年疫情多點爆發后，家內和辦公室快速反彈，逛街與短途出行恢復顯著At-home and office occasion fast rebound while shopping and outing showed salient recovery trend ever since the sporadic outbreaks of

7、scattered infections.數據源：凱度消費者指數，家內樣組，家外樣組，重點及省會城市消費者觸及數增長率%，全場景，重點及省會城市Consumption occasion growth rate%，omni-occasion,Urban ChinaREBOOT FOR GROWTH IN THE NEXT NORMAL上半年來看：平均一個消費者購買40次，為7個消費場景花錢During 22H1,an average consumer shop for 40 times,where 7 consumption occasions are met.數據源：凱度消費者指數，家內家外樣

8、組，2000個全場景個體樣本Consumption place:7Frequency:40次購買40個消費場景個消費場景72022年上半年，食品與飲品，家內家外全場景2022H1,Food&Beverage,Omni-occasionREBOOT FOR GROWTH IN THE NEXT NORMAL過半數消費者會為7+場景花錢：女性場景選擇更為多元化，25-34歲人群場景選擇較為集中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%中國城市Urban China57%女性Female50%25-34歲25-34yr.數據源：凱度消費者指數，家內家外樣組，2000個全場景個體樣本7+場景消費者人群占比，2022年上半年Buyer%of consumers with more than 7 consumption occasions,2022H1REBOOT FOR GROWTH IN THE NEXT NORMAL消費場景的本源Whats Behind-Consumption OccasionREBOOT FOR GROW

10、TH IN THE NEXT NORMAL多產品線的布局可滿足消費者的多樣消費場景Buyer%of consumers with more than 7 consumption occasions,2022H17+場景消費者人群占比，餅干，2022上半年數據源：凱度消費者指數，家內家外樣組，2000個全場景個體樣本Mainstream brands covers various occasions of consumers life through multiple product lines.餅干前三品牌Biscuit Top 3 Brands62%68%餅干其他品牌Biscuit Othe

11、r BrandsREBOOT FOR GROWTH IN THE NEXT NORMAL即便同一產品，也可跟隨消費者人生軌跡，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獨飲獨飲Me moment女性女性Female女性女性Female數據源：凱度消費者指數，家外樣組獨享或分享WITH WHOM時間DAY PARTS消費者WHO旺仔牛奶突出滿足的場

12、景及其人群，中國城市，截止2022年6月的一年Key occasion and its consumers of Wangzai Milk,Urban China,MAT22P6 學校學校School辦公室辦公室OfficeREBOOT FOR GROWTH IN THE NEXT NORMAL讓消費者獲得主權，拓寬場景與社群邊界，由“賣家秀”進化為“買家秀”Let consumers to have control of their consumption and turn seller show to buyer show to expand the consumers and consu

13、mption occasions.消費者消費者A AConsumer A消費者消費者B BConsumer B喜茶喜茶Heytea消費者Consumer共創Co-Create119119，喜，喜茶現制茶現制飲品，飲品，2525-3434歲歲7+7+場景人群傾向性場景人群傾向性119，25-34 yr.7+consumption occasion consumer index of Heytea on-premise drink1.漢堡1.Hambergur3.薯片3.Chips2.蘸料2.SauceTikTok流行吃法TikTok Trendy靈感Inspire分享Share數據源：凱度消費者

14、指數，家內家外樣組，2000個全場景個體樣本，2022年上半年REBOOT FOR GROWTH IN THE NEXT NORMAL4.6 4.1 3.0 2.9 2.3 2.0 拓寬業態滿足的場景邊界，釋放新的增長潛力雜貨店便利店奶茶咖啡冷飲店超市大賣場電商GroceryCVSHORECASuperHyperOnline數據源：凱度消費者指數，家內家外樣組，2000個全場景個體樣本Unleash the growth potential of each channel through expanding the consumption occasions met in this chann

15、el.各渠道滿足的場景數，22年上半年No.of consumption occasion per channel,22H1REBOOT FOR GROWTH IN THE NEXT NORMAL消費場景重要性的凸顯，對當下的我們提出了協同進化的要求厘清厘清場景與需求Clarify consumption occasionsConsumer X products X channel coordinates to meet holistic needs,which requires higher standard for manufacturers and retailersConsumers滿

16、足滿足場景與需求Fulfill consumption occasionsProducts鏈接鏈接場景與需求Connect consumption occasionsChannelREBOOT FOR GROWTH IN THE NEXT NORMAL消費場景的增長Growth Empowering-Consumption OccasionREBOOT FOR GROWTH IN THE NEXT NORMAL121718133144755438只在家內吃/喝家內家外都吃/喝只在家外吃喝品類與產品的增長需要跨越與涵蓋不同場景Categories and products grow throug

17、h expanding to different occasions.數據源：凱度消費者指數，家內家外樣組，2000個全場景個體樣本Exclusive IHIH+OOHExclusive OOHYogurt酸奶Ice cream冰淇淋即飲咖啡RTD Coffee消費者占比%，2022年上半年Consumer%,2022H116REBOOT FOR GROWTH IN THE NEXT NORMAL拓寬消費場景，需要不同的產品與情境設計To expand consumers consumption occasions,specialized design of both the product

18、and scenario will benefit.數據源：凱度消費者指數，家內家外樣組，2000個全場景個體樣本“給自己的獎勵或犒勞”“提升情緒和放松心情”“To treat myself,to relax”“情緒治愈情緒治愈”冰棍和甜筒冰棍和甜筒Stick and Cone家外，這些人吃：家內，這些人吃：杯和桶杯和桶Cup and Tub“口感與口味口感與口味”“令人清爽的”“想要口感濃郁的東西”“我喜歡這個口味”“Is refreshing,Wanted something rich,Like its flavor”家內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以全新姿態，進入未曾踏足的生活切片是增長的關鍵Expanding new consumption occasions is the key to growth數據源：凱度消費者指數，家內樣組，家外樣組，重點及省會城市銷額增長率，全場景，重點及省會城市，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中小品牌亦可與領先品牌插入不同場景，差異化競爭Small brands can stand out by connecting products,channel,and target audience together10010079450前二乳酸菌品牌味全乳酸菌家內家外數據源：凱度消費者指數，家內樣組，家外樣組，中國城市,MAT22P6前二品牌&味全的消費者觸及數占比指數，以家內為100，低溫乳酸菌Top 2 brands&Weichuan CRP importance index,take IH as 100,Ch

21、illed lactic acid bacteria乳品飲品化Dairy becomes beverage味全低溫乳酸菌場景X人群傾向指數Weichuan chilled lactic acid bacteria occasion X consumer index19REBOOT FOR GROWTH IN THE NEXT NORMAL通過真實的消費數據，探尋市場潛力，賦能人X貨X場設計Empower ConsumerXProductXChannel design through consumption behaviour data and explore market potential.

22、傾向指數Index133133大包裝1251-1999mlBig Pack,1251-1999ml傾向指數Index120120男性Male數據源：凱度消費者指數，家外樣組，中國城市,MAT22P6辦公室Office2022夏季，流行大水杯，滿足一天飲用量2022 Summer,Big Water Bottle on trend辦公室打工人滿足一天所需的大水瓶Big Pack of Water to Meet Office One-Day need貨Product大包裝一天所需人Consumer辦公室打工人便利店場ChannelREBOOT FOR GROWTH IN THE NEXT NOR

23、MALREBOOT FOR GROWTH IN THE NEXT NORMAL場景驅動增長環境下的啟示Implications to brands/retailers in the omni-occasion world通過消費者在不同場景的購買與消費行為生成專有數據，以支持產品和渠道策略Empower growth through consumers purchase and consumption occasion and enable product and channel strategy疫情防控常態下，評估各場景的重要性，優先核心與潛力場景，有效配置營銷與貨架資源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 領先廠商可利用多產品線覆蓋更多消費場景，如資源有限可考慮與主流場景差異化