扬帆逐浪，开启零食行业的全渠道战略

© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.扬帆逐浪，开启零食行业的全渠道战略2023年8月© 2023 Nielsen Consumer LLC. All Rights Reserved.219291947AC尼尔森由 Arthur C. Nielsen 在美国芝加哥注册成立首个消费者调研产生Arthur C. Nielsen发明了市场份额的概念1935消费者指数问世198420212023尼尔森进入中国市场开始提供中国近6百万家零售门店的营销洞察体系2020从AC尼尔森更名为尼尔森IQ庆祝100周年与GfK正式合并零售监测渠道定义升级1923百年历程尼尔森IQ2009逐步建立中国零售市场3百万家零售门店省份级别洞察网络© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.3宏观趋势展望3颠覆时代中谋韧性增长，审慎消费下寻致胜之路1© 2023 Nielsen Consumer LLC. All Rights Reserved.42.02.32.62.32.42.54.52.54.84.43.32.74.93.03.33.53.34.86.642.16.65.75.04.74.63.01.91.81.61.31.21.21.11.00.90.60.50.2-0.3-0.4-0.56.93.55.14.13.41.61.92.11.71.41.71.61.32.41.21.01.01.50.22.6202320242.23.23.53.94.14.14.24.54.85.45.75.75.96.56.66.989.510.844.6数据来源: 世界经济合作组织OECD 2022.11 3.32.74.05.32022+5.0% 2023中国政府工作报告制定目标© 2023 Nielsen Consumer LLC. All Rights Reserved.数据来源: NIQ 2023 消费者洞察与展望报告问卷问题: 相较一年前，你认为你的家庭财务状况是更好/相同/更糟?526%36%53%48%45%34%22%12%12%35%30%29%36%6%27%38%48%42%39%34%18%16%49%39%40%40%47%0%10%20%30%40%50%60%70%80%90%100%© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.6上半年中国经济数据向好；消费信心不断提振随着经济活动回归正轨，企业复工复产提速，消费者信心指数在疫情结束后加速提升5.5%GDP回升好于预期，经济重启;内需复苏8.2%23H1社会消费品零售总额同比增速2023上半年 GDP同比增速消费实现由降转增呈现企稳向上态势数据来源: 国家统计局中国消费者信心指数 2019-2023© 2023 Nielsen Consumer LLC. All Rights Reserved.720%11%40%9%6%22%15%30%10%7%29%21%16%11%10%然而挑战和不确定性依然存在，消费者呈现分化；理性和审慎成主旋律/悠然自若型一如既往型精打细算型重振旗鼓型捉襟见肘型数据来源: NIQ 2023 消费者洞察与展望报告问卷问题: 2023你最关注的话题是？2023哪些方面更加重要？© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.44%从在线零售商订购，如天猫京东送货上门vs. 37% 亚太17%选择价格最低的产品865.470.334.629.72022年2023年YTD线上线下理性务实消费与品质悦己消费共存16%“奢宠”|“细腻” |“新生” |“畅轻”中国消费者更倾向于实体与线上组合购物40%使用实体店和线上组合购物的方式vs. 24% 亚太36%在线上订购并前往商店/定点取货vs. 26% 亚太O2O占线下比重：3.0%+8% vs YA务实与悦己消费共存，渠道选择更多样化碎片化，全渠道融合蓄势待发数据来源: Offline – 2302R Data, NielsenIQ RMS; Online – NielsenIQ EC data, Including Douyin; O2O – NielsenIQ O2O; FMCG TTL includes 61 FMCG Categories数据来源: NIQ 2023 消费者洞察与展望报告问题1：未来12个月，将增加以下哪些方面的投入？问题2：以下哪种是你日常采购食品/日用品的渠道/方式？不考虑品牌选择低价重视自我满足和愉悦© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.+8.9%+6.5%乳制品家庭护理主食类零食婴儿食品-12.0-10.0-8.0-6.0-4.0-2.00.02.0-4.0-2.00.02.04.06.08.010.0X 轴: GR.% MAT LY vs MAT 2YAY 轴: GR.% MAT TY vs MAT LYFMCG 61Offline GR.% MAT LY vs MAT 2YA: +2.0%FMCG 61Offline GR.% MAT TY vs MAT LY: -4.8%9饮料个人护理酒类数据来源: Offline – 2302R Data, NielsenIQ RMS; ; Online – NielsenIQ EC data, Including Douyin;FMCG TTL includes 61 FMCG CategoriesBubble: Value Share% based on FMCG 61© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.10数据来源: Offline – 2302R Data, NielsenIQ RMS; Online – NielsenIQ EC data, Including Douyin; O2O – NielsenIQ O2O; Snack includes Crispy Snack Food/ Biscuit/ Chocolate/ Chewing gum* O2O增长率为2302YTD增长率，线下