尼爾森IQ：數字化轉型下快消企業如何獲取破局密鑰（2022）（23頁）.pdf

1、 2021 Nielsen Consumer LLC.All Rights Reserved.1 2022 Nielsen Consumer LLC.All Rights Reserved.什么是數字化轉型？4億6千萬條464,000,0002 2022 Nielsen Consumer LLC.All Rights Reserved.12343Image placeholder 2021 Nielsen Consumer LLC.All Rights Reserved.4 4 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen

2、 Consumer LLC.All Rights Reserved.5 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.988.81,132.51,162.11,207.11,115.11,001.31,232.41,312.51,190.7MAT 2006MAT 2106MAT 2206液態奶酸奶/酸味奶/乳酸菌奶粉MAT 2106MAT 2206常溫白奶低溫白奶風味奶牛奶飲料其他 2022 Nielsen Consumer LLC.All Rights R

3、eserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.8 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.-76.1%-95.9%-83.6%-19.7%-98.0%-3.5%+58.7%+0.4%-10.2%+5.8%-8.

4、4%-28.5%+10.0%-2.2%+24.5%-18.1%-15.2%-34.6%-8.5%+8.7%+205.0%-20.2%-11.8%-2.8%-36.4%-31.7%-45.4%-48.7%高端中高端中端中低端Source:尼爾森IQ 零售研究，數據截止到2020年9月。2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.10 2022 Nielsen Consumer LLC.All Rights Reserved.11MAT 2YAMAT LYMA

5、T TYMAT TYMAT TYMAT TYMAT TYMAT TYMAT TY廠商 D廠商 C廠商 B廠商 A飲料即飲茶包裝水功能飲料果汁即飲咖啡碳酸飲料-0.1%+1.8%-3.4%+1.3%+1.2%+1.2%+1.8%2022 Nielsen Consumer LLC.All Rights Reserved.12Copyright 2020 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2021 Nielsen Consumer LLC.All Rights Reserved.12銷

6、售額占比69%30%1%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.13 2022 Nielsen Consumer LLC.All Rights Reserved.品牌 A品牌 B品牌 C品牌 D14220122022203220422052206220722082209220122022203220422052206220722082209220122022203220422052206220722082209 2022 Nielsen Consume

7、r LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.15 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.全渠道&線上&線下|尼爾森監測的所有快消品整體|銷售額增幅快消品全渠道：受疫情影響，今年上半年快消品整體全渠道增長持續放緩，快消市場的不確定性加大15%3%6%-1%3%7%4%2%1%-4%-7%41%33%35%15%18%15%5%1%3%-1%-9%6%-5

8、%-3%-5%-5%4%4%3%-1%-5%-5%-20%-10%0%10%20%30%40%50%19Q420Q120Q220Q320Q421Q121Q221Q321Q422Q122Q2全渠道線上線下數據來源:尼爾森IQ 零售指數研究，數據截止2022年06月 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.30.9%31.3%28.9%28.4%7.9%7.8%2.7%2.8%11.0%10.9%10.5%11.2%8.1%7.6%MAT LYMAT TY

9、大賣場超市小超市便利店母嬰店其它線上后疫情時代渠道趨勢：全國 I 線下市場渠道格局變化 滾動三年全國 I 線下市場門店數量趨勢數據來源：尼爾森IQ 零售跟蹤研究，包含87個線下品類+67個線上品類，數據更新至22年06月線下市場銷售額年度增速：門店數量變化2021數量2020GR2021GR大賣場30890.9%-2.6%超市38,93210.2%10.4%小超市373,1939.8%8.1%便利店119,76912.0%8.1%食雜店4,851,3512.1%-0.4%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Con

10、sumer LLC.All Rights Reserved.98 91 68 46 Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22大店提升產品可見性，小店提升產品滲透率數據來源:尼爾森IQ 零售指數研究，數據截止2022年06月全國現代渠道分渠道|奶酪棒|數值鋪貨（滲透率）全國現代渠道分渠道|奶酪棒|單店單品數大賣場超市小型超市便利店47.827.111.88.9Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21

11、Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.19 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.數據來源：尼爾森IQ 商業智景1812期數據 202

12、2 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.中心城區衛星區A衛星區B衛星區C衛星區D衛星區E數據來源：尼爾森IQ 商業智景1812期數據某知名飲料企業，運用尼爾森IQ數據，在城市變遷中準確地找到了新的機遇和挑戰83%44%43%51%38%39%2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.店鋪名稱店鋪類型地址品類銷售分數A大

13、超市XXXX72B大賣場XXXX54C便利店XXXX60D小超市XXXX39E便利店XXXX46F小超市XXXX67 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.找到高價值區域是幫助客戶帶來高效益的核心尼爾森IQ商業智景幫助客戶在以下方面提高銷售表現：廣度：提升鋪貨面積和鋪貨店鋪數量 深度：提升核心柵格的店內表現拓展150平方公里的鋪貨區域+3,000+4,800+150增加3,000個傳統食雜店鋪的鋪貨提高4,800個傳統食雜店鋪表現帶來約7千萬人民幣的年均銷售額提升銷售提升結果：+70,000,000人民幣 2022 Nielsen Consumer LLC.All Rights Reserved.