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2023第一期（26頁）.pdf

1、 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.131%93%111%Offline22 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.4 2021 NielsenIQ Consumer LLC.All Rights Reserve

2、d.5 2022 Nielsen Consumer 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.低線城市高線城市低線城市高線城市19.30%12.20%高線城市低線城市18.20%25.80%高線城市低線城市 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Niel

3、sen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.E-POS 更廣泛的應用設備升級品類豐富度提升供應鏈賦能 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

4、 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.1111連鎖現代通路店鋪非連鎖小型超市大型食雜店現代化轉型中的非連鎖店鋪連鎖型現代通路店鋪 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.Al

5、l Rights Reserved.2009IQ31984IQ2013IQ 2010IQ 2020IQ 2022IQ 2022 Nielsen Consumer LLC.All Rights Reserved.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

6、the future,we are setting the 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,

7、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: Nielsen Consumer LLC.All Rights Reserved.CHINA RETAIL HEARTBEATLeading FMCG channel landscape evolution to

8、 capture future growth in the next decadesWave 1NielsenIQ ChinaAugust 2022 2021 Nielsen Consumer LLC.All Rights Reserved.Social/Content Ecom:Tiktok,Kuaishou,Dewu,XHS；O2O New Retail:Meituan,ELM,JDDJ,HEMA,OthersWechat miniprogram:mainly brand/retailer owned80%90%100%110%120%130%140%150%OfflineOffline

9、Channel Recovery IndexO2O(Growth)15Retail landscape recovery with diversifiedchannels booming in the new pandemic waveData Source:NielsenIQ Ecom Discovery,NielsenIQ RMSSocial/Content EC2%O2O/New Retail1-2%China FMCG Retail LandscapeOffline Retail Sales60%General EC29%Wechat Mini program7%Offline Cha

10、nnel Importance2019.12022.715Traditional TradeModern TradeIndex:MOM sales/sales 2019.12%,+51%23%29%The resilient offline growth.2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.Chinese consumers want More choices,Quicker and Easier.Proximity storesPremium S

11、upermarketsProximity will still be importantBetter experience,and more choice of imported goodsMore new e-commerce,social media shopping experienceMore O2O supported by community stores and front warehousesPrice and product comparisons across platforms(virtual and physical)O2O fast delivery experien

12、ce,supply chain management support becomes even more importantMore effective product selection(fresh categories,private brands,emerging consumer brands);Richer shopping experience(convenient and fast,better experience&environment)Pre Covid we sawNow we seeFresh penetrates in lower tier cities,drivin

13、g offline retail recoveryOmni-channel interactionEmerging eCommerce choices16 2022 Nielsen Consumer LLC.All Rights Reserved.17Supply and Demand jointly reshape the channel dynamicsHypermarketSupermarketMinimarketCVSSelf-service GroceryNon-self-service Grocery Shopping convenience demand Product qual

14、ity,value for money The pursuit of Shopping Experience rises Mobile Internet technology innovation Supply chain upgrade Logistics services empowermentDemandChannelDynamicSupplyChainModern Trade*Independent SupermarketIndependent MinimarketLarge GroceryMedium&SmallGroceryModernTradeTraditionalTradeSc

15、ale advantageQuality assuranceProduct advantageService advantageNeighborhood convenienceEmotional connectionModernizationSupply chain upgradeModernTradeTraditionalTrade*Chain Modern Trade：Hypermarket,Chain Supermarket,Chain minimarket,CVS 2022 Nielsen Consumer LLC.All Rights Reserved.18Policy Suppor

16、tChain MT Opportunities:Medium and Small formats led the growth-CVS,Chain minimarkets and chain supermarkets sailed against the downstream of hypermarkets,leading the total growth of chain MT;among which CVS and chain Super outgrewChain SupermarketsHypermarkets3K Stores+14.3%CVSChain Minimarkets+22.

17、3%+0.2%-3.7%10KStores93KStores43KStores*The charts are based on 21UU2 census data from the RES survey，growth rate based on 2021 vs 2019Medium&Small Large Retailer TransformationConsumer Demand Top retailors turned to open moremedium-small sized businesses after 2019 and accelerated O2O integration.M

18、OFCOM issued policies of“15-mins life circle”in 2021.07,accelerated the near-field retail commerce and retail development in low tier markets.Shopping convenience and service experience become more prior among all buying preferences,benefit the small and neighborhood format retailors.2022 Nielsen Co

19、nsumer LLC.All Rights Reserved.19Chain MT:Strong supply chain system empowered the quality of fresh categories,shopping experience and service advantages*NielsenIQ consumer survey 2021-2022,sample size 13063,18-65,China Mainland*Upper Tier Cities:Key/A/B,Lower Tier Cities:C/DFar West CitiesWest D ci

20、tyFresh StoresDine in area94%Average Fresh rate in total and chain supermarkets;92%in Lower tier cities.Lower Tier Penetration Chain supermarkets store number growth across city tiers in both upper and lower;Fresh penetration achieved 92%in Lower tier cities,90%in 2020.Chain Logistics empower Fresh

21、Stores Chain store centralized logistic system guarantees richness and freshness of fresh products 45%consumer would like to go to newly opened supermarkets for shopping 60%consumers are impacted by Fresh meat/seafood in store selection33%O2O penetration rate in Hyper/Supermarket consumers 2022 Niel

22、sen Consumer LLC.All Rights Reserved.+24%2021 vs 2019Chain supermarket and CVS growth by store number in Lower tier cityLower cityUpper cityLower cityUpper city+14.3%+22.3%+18%2021 vs 2019Chain supermarket and CVS growth by store number in Upper tier cityChain Supermarket and CVS outperformed with f

23、urther penetration into lower tier cityChain SupermarketStore number growth%2021 vs 20192019.30%12.20%Upper tierLower Tier18.20%25.80%Upper tierLower TierChainCVSstore number growth%2021 vs 2019Imp:69%Imp:31%Imp:56%Imp:44%*The charts are based on 21UU2 census data from the RES survey,circle represen

24、ted the store count number importance upper tier and lower tier cities 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.21Grocery modernization resulted in vaguer boundary between Large Grocery and Independent MinimarketEquipment upgradeProducts variety enr

25、ichmentLarge Grocery EvolutionWider E-POS applicationFacilities upgradeRicher assortmentSupply chain enhancement+24%The E-POS system penetration in Large grocery stores increased 24%from 14%in 2019 to 18%in 2021.90%90%of Large grocery stores have refrigeration equipment in 2021,which is 86%in 2020.+

26、19%The average category number selling in large grocery stores(m40)increased 19%from 36in 2019 to 43 in 2021.Supply chain enhancementEC players(JD,Alibaba,etc)explored offline to B channels,which enabled richer assortments,even some best-selling products online and high-level import products.Data So

27、urce:NielsenIQ Retail Establishment Survey 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.22+8.0%2021 vs 2019Large grocery store#growthSelf-serve Grocery:100%Community type store：77%EPOS penetration:18%Average sales area:58 mModernizing Independent Trade:

28、neighborhood instant consumption demand satisfy,with millions of store opportunities yet to exploreModernizing Small ShopsTraditional GroceryMedium Grocery(avg.area:26m)Large Grocery1.1 M Stores0.3 M StoresIndependent minimarketSmall Grocery (avg.area:12m)1.8M Stores2.0 M Stores22+3.0%2021 vs 2019Me

29、dium grocery store#growth-3.0%2021 vs 2019Small grocery store#growth 2022 Nielsen Consumer LLC.All Rights Reserved.23Hebei,Shandong,Henan,Sichuan,Guangdongrank top 5provinces in store numbers,account for 43%store numbers in total modernizing independent trade.Guizhou,Yunnan,Jiangxi,Shandong,Guangxir

30、ank top 5store number growth provinceModernizing Independent Trade:highly concentrated in coastal and populous provinces,faster growth in western provincesStore number GR%15%(21 vs 19)Store number Importance：10%Store number Importance：5%-10%Store number Importance：5%23 2021 Nielsen Consumer LLC.All

31、Rights Reserved.24 24Independent SupermarketSmall quantity,high growth rateCapture the future opportunities of Channel Transformation and ModernizationTraditional TradeModern TradeChain Modern TradeIndependent MinimarketLarge GrocerySmall,Medium GroceryLarge quantity,low growth rateModernizing Ind-e

32、pendent TradeChain Modern TradeKeyword：TransformationLeverage O2O to provide proximity and convenienceStrong supply chain enabled fresh goods and price advantageStrong Central management on shopper experienceLongtime service(16h+)to provide proximityKeyword：ModernizationBetter and diversified assort

33、mentShopping Experience&Facilities upgradeDigital paymentBetter Supply Chain and OOS managementDriversDriversChannel TypesStore numberGR%21 vs.19*The definition of channel sub-types will be added in the NielsenIQ China Granularity 2 program,and the original channel type segmentation(hypermarket,Supe

34、rmarket,Minimarket,CVS)will be retainedFuture Opportunities 2021 Nielsen Consumer LLC.All Rights Reserved.Retail Modernization2009 Establishing retail measurement panel to reflect 3 million3 million stores retail universeUrbanizationSpecializationEcommerceOnline to Offline1984 NielsenIQ Enter China2

35、010 Start to monitor booming 450k Baby Baby&CosmeticsCosmetics Specialty Specialty storesstores2013 Start to cover the booming eCommerce eCommerce channelchannel2020 Start to cover China Rural RetailTo reflect close to 6.06.0million million retail universe2022 Start to capture O2OO2O salesContinuous

36、 revolution ofretail industry.NielsenIQ RMSBIG UPGRADEGranularity 2program1.5million stores explore to capture the future growth in the next decades 2022 Nielsen Consumer LLC.All Rights Reserved.Three decades of efforts in China“Continuously evolving measurement scope and granularity to reflect Full

37、 Picture of Truth for China retail landscape”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 b

38、ecoming 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:If you have any query,please reach out to your NielsenIQ representatives or drop a message to this email: