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1 把握场景, 理解需求, 玩转市场 Drive purchase opportunities through specific consumption moments

3 我们尝试全面观察同一个消费者一周的购买和使用行为 This is an attempt to observe the purchases and usages of a consumer in a week. 重点城市 + 省会城市 K+A City Shoppers 购买者 Users 使用者在哪里? Where 谁? Who 什么时间? When 什么产品? What 为什么? Why

4 覆盖从早到晚的重要消费场景 Covering all important moment during a day 早餐 Breakfast 上午茶 Morning Break 午餐 Lunch 下午茶 Afternoon Break 晚餐 Dinner 夜宵 After Dinner 消费重要性 % Occasion% 29% 6% 23% 8% 29% 4% 消费次数增长率 Occasion Growth +5% +15% +11% +15% +3% -10%

5 消费者更重视早餐 Consumers pay more attention to breakfast % % 72.0% 93.2% 早餐人群 Weekly Penetration 早餐频次 Weekly Frequency 备餐时间小于 20 分 Preparing Time below 20 Min

6 营养均衡美味丰盛是赢得早餐市场的两大利器消费者对早餐的高品质追求凸显 Nutrition and taste are top reasons for breakfast choice, with growing demand for health and quality. 营养均衡 Nutrition 美味丰盛 Flavor 日常习惯 Habit 健康 Health 高品质 Quality 原因重要性 % Occas 19% 14% 14% 13% 4% 原因重要性指数 % Occas index on TTL. Moment

7 激烈角逐的早餐市场, 三大阵营齐聚 Diversified choices to compete for breakfast occasions. 基于早餐场景 In Breakfast Moment 饼干周消费人数 : 2.4% 10.9% Biscuit Weekly Penetration 2015 年底, 亿滋引入焙朗, 重点营销早餐场景,MDLZ launched Belvita to step into breakfast occasion 豆奶周消费人数 : 5.6% 15.3% Soybean Milk Weekly Penetration 还带动了大豆在早餐期间的消费 Halo Effect on Bean usage in Breakfast 周消费人数 :2.6% 7.7% Weekly Penetration 食用油周消费人数 : Cooking Oil Weekly Penetration 26.9% 32.2%

8 消费者最常选择的早餐产品 Top choices for Breakfast 早餐最常被选的品类 Top Categories for Breakfast 周次数占比 Weekly Occasion% Q2 鸡蛋 Egg 牛奶 Milk 蔬菜 Vegetables 速冻食品 Frozen Food 米饭类 Rice 面包 Bread 面食 Flour 杂粮 Food Grains 酸奶 Yogurt

9 抓住年轻消费者, 牛奶在早餐市场会有更好表现 How to grab the attention of young consumers (under 24) is critical for milk as breakfast. 牛奶 Milk 早餐 Breakfast 消费次数占比 Occasion%: 65% 24 岁以下 (<24 y/o) 消费占比 (Occasion%) 19% 早餐最常与牛奶搭配的品类 Top Categories with Milk in Breakfast Occasion 1 2 面包 Bread 鸡蛋 Egg 185 亿 18.5 Billion RMB 43% 45 岁及以上 (>=45y/o) 消费占比 (Occasion%) 38% 岁 (25-44y/o) 消费占比 (Occasion%) 3 4 火腿 / 培根 HAM/BACON 速冻食品 Frozen Food 备注 : 牛奶 : 常温液奶 + 低温牛奶 Milk:UHT+Fresh Milk

10 决胜下午茶 Win in Afternoon Break Moment 下午茶原因, 按原因重要性排序 Reasons for Afternoon Moment,Ranking by reasons for choice 户内消费 IN HOME 户外消费 OUT OF HOME

8.5 8.4 8.3 7.8 6.7 5.8 5.5 4.6 3.6 下午茶最常被选择的品类 Top categories in Afternoon Break Moment 24 户内消费 - IN HOME 13.

5 水果 Fruit 酸奶 Yogurt 固体饮料 Solid drink 饼干 Biscuits 外卖 O2O Delivery 坚果 Nuts 膨化食品 Crispy Snack 蛋糕 / 派 Cake/pie 牛奶

11 下午茶最常被选择的品类 Top categories in Afternoon Break Moment 24 户内消费 - IN HOME 水果 Fruit 酸奶 Yogurt 固体饮料 Solid drink 饼干 Biscuits 外卖 O2O Delivery 坚果 Nuts 膨化食品 Crispy Snack 蛋糕 / 派 Cake/pie 牛奶 Milk 果干 Dried fruit 16.5 户外消费 - OUT OF HOME 包装水 P_Water 碳酸饮料 CSD 即饮茶 RTD Tea 冰激凌 P_Ice Cream 酸奶 Yogurt 功能饮料 Functional Drink 即饮果汁 RTD Juice 现制茶 On- Premise Tea 现制冰激凌 On- Premise Ice Cream 啤酒 Beer 11

即饮果汁 RTD Juice 下午茶 Afternoon Moment 原因 Reasons 下午茶户内消费 Afternoon Tea In Home 原因 Reasons 下午茶户外消费

12 口味和解渴致胜果汁市场下午茶 Flavor is most important reason for juice consumption in home while thirsty crunch more important for OOH consumption. 即饮果汁 RTD Juice 下午茶 Afternoon Moment 原因 Reasons 下午茶户内消费 Afternoon Tea In Home 原因 Reasons 下午茶户外消费 Afternoon Tea Out of Home 口味 Flavor 33% 活力 Vitality 20% 解渴 Thirsty 27% 健康 Health 9% 解渴 Thirsty 24% 搭配小食 Match Snacks 14% 口味 Flavor 21% 习惯 Habit 6% 12

冷压鲜榨果汁从味觉健康和解渴上满足消费者需求 NFC Juice successfully becomes a growth leader in OOH market. 即饮果汁 RTD Juice 下午茶 Afternoon Moment 价格指数 Price Index 增加 650 万消费者 +6.

13 冷压鲜榨果汁从味觉健康和解渴上满足消费者需求 NFC Juice successfully becomes a growth leader in OOH market. 即饮果汁 RTD Juice 下午茶 Afternoon Moment 价格指数 Price Index 增加 650 万消费者 +6.5 million consumers 227 NFC 渗透率, 基于重点城市 + 省会城市, MAT18P6 VS LY NFC Penetration %, in K+A City 消费场所比重, 重点城市 + 省会城市 MAT18P6 VS LY Consumption Place Occasion% in K+A City 7.2% 10.3% In the Office 23% On the Street 21% Shopping 21% 13

14 从肥宅水拓展到户外不同场景 Vita Tea successfully grows Out-of-home occasions. 即饮果汁 RTD Juice 下午茶 Afternoon Moment Vita Tea grows +36% 消费场所重要性, 重点城市 + 省会城市,MAT18P6 VS LY Consumption Place Occasion% in K+A City On the Street 27% In the Office 20% Shopping 19% 14

15 晚餐, 家人团聚的美好时光 Dinner time for families. 15

相比于早餐和午餐, 晚餐是更温情的家庭时光, 精细烹饪且食材种类丰富 Dinner is

Preparing Time > 40 Min 每餐品类数量 Category per

16 相比于早餐和午餐, 晚餐是更温情的家庭时光, 精细烹饪且食材种类丰富 Dinner is critical for families, with longer meal preparing time and more categories used. 与家人就餐比例 Occa% share with Family 烹饪时间大于 40 分钟 Preparing Time > 40 Min 每餐品类数量 Category per Occasion 早餐 Breakfast 89% 3% 2.3 午餐 Lunch 86% 23% 5.3 晚餐 Dinner 91% 34%

17 晚餐更加丰富, 推崇美味和健康 More opportunities in dinner assortment vitality can be an communication point 晚餐 Dinner 晚餐增长最快品类消费次数占比变化 Fast Growing Categories in Dinner Occasion% Change 晚餐原因消费次数占比变化 Fast Growing Reasons in Dinner Occasion% Change 1 水产 Sea food 2 禽肉 Poultry 3 白糖 Sugar 活力 Vitality +4 pt 4 黄油 Butter 5 豆类 Bean 6 饮品 Beverage 解渴 For Thirsty +4 pt 美味 Delicious +3 pt 7 水果 Fruit 8 白酒 Spirits 9 面粉 Flour 天然 Nature 放松 Relax +1 pt +1 pt

18 晚餐可为饮品带来更多的额外消费者突出健康配餐特性 Dinner moments will bring more beverage opportunities if we can leverage health benefits and make sure beverage match the meal. 饮品渗透率周度, 重点城市 + 省会城市, 基于个人消费者 Beverage Weekly Penetration, K+A, Individual 原因指数 Reason Index IH OOH 家庭消费带来 11.2% 额外的消费人群 In Home Consumption Build 11.2% Incremental Penetration for beverage 43% 晚餐消费人数占比 Dinner User% 健康 Healthy 197 配餐 Match With Meal 143 饮品包含即饮茶果汁碳酸亚洲传统饮料功能饮料 Beverage include RTD Tea, RTD Juice, CSD, Asian Traditional Drink, Functional Drink 18

19 以同一消费者为中心,360 度还原他们的行为 Benefits for a Consumer Centric 360 View Study 同源数据, 全方位了解消费者户内户外消费场景真实记录数据, 联动购买和使用, 对消费这行为了解更具体通过研究不同使用场景下的使用原因, 优化消费者沟通策略 Single source to measure what people buy and how they consume on specific occasion. Real-time recording to diagnose consumer purchase and consumption to activate occasion based opportunities. Understand reason for choices in specific occasions and to optimize communication strategy.

Microsoft Word - 生活禮儀柯友惠981

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