尼爾森：把脈中國零售的律動-中國零售監測渠道定義重塑計劃第二期（24頁）.pdf

1、 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer

2、 LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.數據來源:尼爾森IQ 零售基礎研究 2021 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer

3、LLC.All Rights Reserved.85%+11%87%201920202021獨立小型超市大型食雜店201920202021獨立小型超市大型食雜店 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.轉型獨立店渠道其他類型渠道飲料奶制品個人/家庭護理主食零食酒精類高線市場低線市場 2022 Nielsen Consumer LLC.All Rights Res

4、erved.2022 Nielsen Consumer LLC.All Rights Reserved.83.9%4.1%4.3%4.4%4.9%5.1%6.7%6.9%9.2%11.3%果汁功能飲料即飲茶干脆小食食用油碳酸飲料即食面啤酒酸奶液態奶40.2%36.1%33.5%33.2%33.1%31.5%31.1%30.5%29.6%28.9%茶粉即食面即飲預調酒即食粥派類糕點殺蟲劑啤酒肉味調味品與清湯干脆小食糖果 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserv

5、ed.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%吉林山東黑龍江山西河北安徽江西遼寧河南貴州陜西四川云南福建湖北江蘇湖南浙江廣東廣西轉型獨立店在省內渠道銷售額占比%50.8%47.6%47.1%47.1%45.2%45.0%43.5%43.3%42.5%42.0%41.7%39.3%39.2%38.9%38.5%38.5%37.1%35.7%34.0%

6、33.7%22.2%20.3%21.4%20.6%21.8%19.3%17.9%22.8%21.8%17.3%24.4%19.1%22.6%25.8%21.8%22.1%19.1%21.6%23.5%19.9%27.0%32.1%31.5%32.3%33.0%35.7%38.6%33.9%35.7%40.7%33.9%41.6%38.2%35.3%39.7%39.4%43.8%42.7%42.5%46.4%吉林山東黑龍江山西河北安徽江西遼寧河南貴州陜西四川云南福建湖北江蘇湖南浙江廣東廣西頭部品類占比(1-5)腰部品類占比(6-10)尾部品類占比(11-61)2022 Nielsen Consu

7、mer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.11 2022 Nielsen Consumer LLC.All Rights Reserved.About NielsenIQArthur C.Nielsen,who founded Nielsen in 1923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting th

8、e foundation for our future by becoming NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unmatched integrity.As we move forward,we are focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder d

9、ecision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:For more insights: Nielsen Consumer LLC.All Rights Reserved.NielsenIQ ChinaSeptember 2022 CHINA RETAIL HEARTBEATLeading FMCG channel landscape evolution

10、to capture future growth in the next decadesWave 2 2021 Nielsen Consumer LLC.All Rights Reserved.14Independent SupermarketSmall quantity,high growth rateCapture the future opportunities of Channel Transformation and ModernizationTraditional TradeModern TradeChain Modern Trade150K,+14%Independent Min

11、imarket300K,+27%Large Grocery1.11M+8%Small,Medium GroceryLarge quantity,low growth rateModernizingIndependent TradeChain Modern TradeKeyword：TransformationLeverage O2O to provide proximity and convenienceStrong supply chain enabled fresh goods and price advantageStrong central management on shopper

12、experienceLongtime service(16h+)to provide proximityKeyword：ModernizationBetter and diversified product assortmentShopping Experience&Facilities upgradeDigital paymentBetter Supply Chain and OOS managementDriversDriversChannel Types*Store numberGR%21 vs.19*The definition of channel sub-types will be

13、 added in the NielsenIQ China Granularity 2 program,the original channel type segmentation(Hypermarket,Supermarket,Minimarket,CVS)will be retainedFuture Opportunities*Hereinafter abbreviate as MIT 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielse

14、n Consumer LLC.All Rights Reserved.15Better supply chain and OOS management:Product selection,pricing and assortment digitalization to save cost and improve efficiency.Categories carried increased by 20%.Community Group Buy and O2O:attract offline traffic to better target wider consumer groups,and e

15、nhance the service levelOperating AreaSmall but sufficient to satisfy daily needsProcurementLocalized and customized selections,tailored for local consumption needsIn-store DisplayMore centralized display within limited in-store room AssortmentUnpackaged food and Fresh categories etc.with more flexi

16、ble and diversified offeringsFacilities Upgrade:Refrigerators,Coolers,Shelves etc.In-store display and shopping environment hugely upgraded E-POS penetration:greatly increased by 24%,the whole shopping process is more efficient and convenient.ModernizationDigitalizationModernization and upgrade of M

17、IT have greatly enhanced the product varieties and shopping experiences 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.ASchoolShoppingCenterBCA Prefecture city80%MIT are community stores,differentiated from large format stores who highly preferred traffic

18、 and business concentration,MIT more prioritize neighborhood locations300mABCDCommunityMITLarge Format StoresLarge Format Stores-“MIT penetrates in the communities and flows into the civic life”MIT better satisfied the neighborhood consumption needs empowered by its modernization and upgrade A Munic

19、ipality16CommunityCommunityCommunityCommunityCommunityMITLarge Format StoresCommunityCommunityCommunityCommunity300mLarge Format Stores 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.Guizhou,Yunnan,Jiangxi,Sha

20、ndong,Guangxirank top 5MIT store#growth provinceHebei,Shandong,Henan,Sichuan,Guangdongrank top 5provinces in MIT store#,account for 43%total MIT store#.MIT stores highly concentrated in populous provinces,and faster growth in western provinces Store number GR%15%(21 vs 19)Store number Importance：10%

21、Store number Importance：5%-10%Store number Importance：1%-5%17*Data Source:NielsenIQ RES 2021 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.Lower Tier cities ledthe robust growth of MIT85%MIT stores located in

22、 lower tier city.Upper tier city+11%2021 vs 2019MIT store#growth nationally,Upper tier cities GR.+9%,Lower tier cities GR.+12%87%2021 vs 2019MIT store#growth driven by Lower tier citiesLower tier city201920202021Independent MinimarketLarge GroceryStore#Growth%21 vs 19:201920202021Independent Minimar

23、ketLarge GroceryStore#Growth%21 vs 19:18+12.1%+8.2%+7.7%+32.0%Upper Tier cities:Municipality/capital cities/SZ/QD/DLLower Tier cities:Prefecture level city/county level city/county capitals/rural*Data Source:NielsenIQ RES 2021 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.A

24、ll Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.MITOther ChannelsBeverageDairyHPCStaple FoodSnackLiquor24%16-20%21-25%26-30%31-35%19MIT ChannelImportance%Upper Tier citiesLower Tier citiesX2.5MIT Channel Importance%by industry YTD 202206MIT Channel Importance%for FMCG Total YTD 2022

25、06MIT store features and strengths enabled its enormous potential within the FMCG industries*Data Source:NielsenIQ RMS 202206,including FMCG 61 categories(Beverage,Liquor,Dairy,Home&Personal Care,Staple Food,Snack)Industry ranked by MIT channel importance Channel Importance%Market size of MIT in Upp

26、er tier vs Lower Tier cities 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.20203.9%4.1%4.3%4.4%4.9%5.1%6.7%6.9%9.2%11.3%JuiceFunctional DrinkRDTCrispy Snack FoodEdible OilCSDInstant NoodlesBeer&StoutYogurt/Yogurt DrinkLiquid MilkCategory Value Share%-MIT

27、 TOP10Enabled by its neighbourhood and convenience strengths,MIT is more important to Food&Beverage categories Channel Importance%MIT TOP1040.2%36.1%33.5%33.2%33.1%31.5%31.1%30.5%29.6%28.9%Tea PowderInstant NoodlesRTD AlcoholReady To Eat CongeePIEInsecticideBeer&StoutBouillonCrispy Snack FoodFull Co

28、nfectionary*Data Source:NielsenIQ RMS 202206,including FMCG 61 categories(Beverage,Liquor,Dairy,Home&Personal Care,Staple Food,Snack)2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.Henan,Sichuan,Guangdongrank Top 3for MIT sales importance nationalMIT plays

29、 a vital role and its channel importance exceeds 30%in 6 provinces;Henan/Sichuan/Guangdong lead the MIT sales endorsed by their population and GDP growth21National MIT value share：7%National MIT value share：5%-7%National MIT value share：3%-5%MIT Channel importance within province30%National MIT valu

30、e share：3%Jilin,Hebei,Liaoningrank Top 3 for provincial MIT channel importance*Data Source:NielsenIQ RES 2021,MIT is short for Modernizing Independent Trade 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.

31、0%吉林山東黑龍江山西河北安徽江西遼寧河南貴州陜西四川云南福建湖北江蘇湖南浙江廣東廣西MIT channel importance%within province50.8%47.6%47.1%47.1%45.2%45.0%43.5%43.3%42.5%42.0%41.7%39.3%39.2%38.9%38.5%38.5%37.1%35.7%34.0%33.7%22.2%20.3%21.4%20.6%21.8%19.3%17.9%22.8%21.8%17.3%24.4%19.1%22.6%25.8%21.8%22.1%19.1%21.6%23.5%19.9%27.0%32.1%31.5%32.3

32、%33.0%35.7%38.6%33.9%35.7%40.7%33.9%41.6%38.2%35.3%39.7%39.4%43.8%42.7%42.5%46.4%JLSDHLJSXHB AHJXLN HNGZSAAXSCYNFJHUBJSHUNJZGDGX Top categories(1-5)Mid categories(6-10)Long-tail categories(11-61)22National MIT Top 5 category concentration 39%，Southern provinces are relatively decentralized compared

33、with Northern marketsMIT category concentration rate and weight varies across provinces,flexibility is vital for manufactures to win under the specific locality*Data Source:NielsenIQ RMS 202206,including FMCG 61 categories(Beverage,Liquor,Dairy,Home&Personal Care,Staple Food,Snack)2022 Nielsen Consu

34、mer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.23The overlap of Top 5 categories in MIT from adjacent provinces reach to 70%；but only 40%for province that cross regionsMIT display the vitality and power of local lifestyle and consumption preferencesHebei&Shanxi MITsales va

35、lue%both 11.1%14.0%JilinMIT category value share%；Heilongjiang13.3%，Liaoning11.6%FujianMIT category value share%5.8%Guangdong 5.6%Instant NoodlesBeer&StoutRDTJiangxi MIT category value share%9.6%；Hunan7.1%Edible Oil*Data Source:NielsenIQ RMS 202206,including FMCG 61 categories(Beverage,Liquor,Dairy,

36、Home&Personal Care,Staple Food,Snack)2022 Nielsen Consumer LLC.All Rights Reserved.About NielsenIQArthur C.Nielsen,who founded Nielsen in 1923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting the foundation for our future by becoming

37、NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unmatched integrity.As we move forward,we are focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder decision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:For more insights: you have any query,please reach out to your NielsenIQ representatives or email us: