Kantar Worldpanel Presentatin Template 16:9

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1 新零售时代下营销创新思考 DECODE INNOVATION IN THE NEW RETAIL ERA 虞坚 / Jason YU 凯度消费者指数 /Kantar Worldpanel 1

2 凯度消费者指数全球领先的消费者行为研究机构 Kantar Worldpanel Global Leader in Behavior Insights

Touch Point Consumer Media Behavior (Incl. TV, Mobile and Internet etc.

3 以消费者为核心, 记录完整消费路径中的各个环节以及全渠道的购买行为 We monitor purchase/usage pattern as well as what they see and think on a continuous basis 消费者 Consumers 年龄, 性别, 收入地区, 心理等 Age, Gender, Income, Region, and other characteristics 所看 See 媒介接触点消费者媒介习惯调研 ( 包括电视手机网络等 ) Media Touch Point Consumer Media Behavior (Incl. TV, Mobile and Internet etc.) 所想 Think 所买 Shop 购物篮分析产品, 渠道促销, 价格, 包装 Shopping Mission Promotion, Price and Package 品牌认知 Brand Awareness 购买途径 Shopping Channels 所用 Use 使用者画像使用时机分析使用原因分析 User Profile, Usage Occasion, LinkQ U&A 3

4 市场在变, 茶饮界的网红也在变 Hot selling bubble tea has changed thanks to Douyin

5 过去一年消费市场冷暖如何? How was the market in the past year?

6 2017 年明显回暖, 消费升级和城市人口增长是主要动力整体快消品, 全渠道, 年度消费金额增长率 Total FMCG, all channels, yearly value growth rate 8.0% 5.9% 4.1% 3.6% 4.3% 频次 Frequency 平均价格 Average price 家庭数量 Urban Famlies -3.3% +2.9% +3.4%

7 双速前行的中国市场, 随着消费方式的改变, 冷热差异巨大 +29% 网上购物 2017 年销售增速 E-commerce sales growth +22% 现制茶饮 2017 年销售增长 On premise tea drink growth +2.8% 家庭包装食品饮料销售增长电商渠道 E-commerce 户外消费 Out of Home 户内消费 In-home 7

8 进入对的品类, 通过创新驱动增长 Enter the right market, and drive growth through innovation is critical 69% 监测 106 个品类,73 个品类实现增长 73 out of 106 categories achieved growth +42% 豆奶的增长值得瞩目, 在下线城市的增长更为强劲 ; 豆本豆的加入也推动了这种增长 Soy Milk reported most impressive growth, with Dou Ben Dou s entry 166,939 今年上市新品数量比 2016 增长 30% 30% more new SKUs were picked up compared to 2016

9 新零售时代下, 构建人货场的组合, 推动消费升级 In the new retail era, innovation is to be re-constructed 场 Occasions 人 Consumers 货 Product 9

10 把握未来消费者的需求是探讨创新的起点 Innovation starts with consumers at the center

11 中国消费者对于健康的定义发生了巨变 Fundamental shift in how consumers see health & wellness 人安全 Safety & Defense 舒适享受 Pleasure/Fun 美丽自信 Looking good, feel good 效果明显 Impact & efficacy 恢复活力 Rejuvenation 11

更加健康的生活方式意味着新的品类机会 As consumers re-define

固体营养粉 Nutrient Solid Drink 乳酪 Cheese 包装水

12 更加健康的生活方式意味着新的品类机会 As consumers re-define health, category opportunities become more divided. 人 50% Penetration% of taking exercises at least once a week 每周至少运动一次人数比例销售额增长率 % 2017 年 vs.2016 年 Value Growth Rate%, 2017 vs % +18% +10% +9% +8% 豆奶 Soybean Milk 固体营养粉 Nutrient Solid Drink 乳酪 Cheese 包装水 Package Water 酸奶 Yogurt 数据来源 ; 凯度消费者指数家庭样组,2017 年 vs.2016 年 Data: Kantar Worldpanel, 52 w/e Dec vs YA 12

9milion new Families bought child health supplements, with 29% growth 10-14 岁儿童增长率 E2021 VS.

13 把握儿童家庭对于食品饮料的需求, 引航蓝海 Families with kids saw tremendous growth potential wellness and fun is the new blue ocean 人 +7% 购买儿童保健品的家庭增加 290 万户, 该市场达到了 29% 销售增长 2.9milion new Families bought child health supplements, with 29% growth 岁儿童增长率 E2021 VS Families with children aged 0-14 E 2021 vs IP+ 趣味性零食 - 小猪佩奇饼干在年轻有小孩家庭中渗透率已到 11% IP+ fun Pepa Pig penetration reached 11% amongst young families with kids 数据来源 : 凯度消费者指数,2017 年比较 2016 年 13

14 好货需要分享年轻人的生活态度 Sharing on social media is an attitude of life 人

15 颜值即正义, 个性化和黑科技为产品赋能 Appearance and design sells, Individual & technology empower brand success

16 颜值即正义, 食品饮料也不例外 Attractive appearance and feel of design sell 货

我很乐意多花钱去购买原创的或独一无二的品牌 ; I am willing to spend more money on brands either original or

17 新生代消费者的个性化使得消费升级和平价好货并行 Individualization means opportunities for both luxury and value products 货品牌选择非常重要, 品牌会反映出我是什么样的人 ; Brand choice is important and it reflects who I am 我很乐意多花钱去购买原创的或独一无二的品牌 ; I am willing to spend more money on brands either original or unique 56.4% 58.3% 53.3% 55.3% Q2 数据来源 : 央视市场研究,CNRS-TGI Data source: CTR, CNRS-TGI

用户驱动的消费升级以及技术研发的提升使得乐纯的销售在 2017 增长 4 倍 Consumer driven

: 乐纯酸奶每盒平均 25 元人民币, 每 KG 单价是酸奶均价的 9 倍 Premium Products: Lepur

18 用户驱动的消费升级以及技术研发的提升使得乐纯的销售在 2017 增长 4 倍 Consumer driven premiumisation and R&D helped Lepur expanded sales by 400% 货高端化产品 : 乐纯酸奶每盒平均 25 元人民币, 每 KG 单价是酸奶均价的 9 倍 Premium Products: Lepur Yogurt per box 25 RMB, 9 times higher than yogurt avg price/kg. 高端化通过技术与体验的加持, 进一步推广品牌 Further advertise/distribute brand through technology. 德国进口技术它是国内真正的滤乳清酸奶口碑爆款 85 年滤乳清酸奶德国老牌工艺 GEA Westfalia 提供技术顾问和设备支持覆盖全国冷链 18

19 个性化和黑科技的赋能助力奥利奥恢复增长 Individual customization and technology help to rejuvenate Oreo 货个性化定制涂鸦包装奥利奥 Can design and order personalized painting package. 通过技术与体验的加持, 重新品牌发力 Rejuvenate brand through technology and consumer personal experience 有趣音乐盒多样化 AR 游戏 19

20 打造新的购物场景激活购买 Leverage new purchase occasions to activate purchase

21 场景化, 智能化与即时化赋予场新的内涵和外延 The scope of purchase is great extended in the new retail era 场智能化 (smart) AR/VR ibeacon 无人结账 (un-manned stores) 场景化 (scene) 体验店 (brand store) 快闪店 (pop up store) 卖场 + 餐饮 (supermarket + dining) 即时化 (instant) 移动支付 (mobile payment) O2O 服务 (O2O delivery) 21

22 品牌需要创造更多真实的体验来拉近和消费者的距离 Brands need to leverage physical space to build real touch with consumers 场 22

缤纷的户外活动如在外就餐, 看电影以及在咖啡馆等第三空间等都能带来巨大机会 Big opportunities in

场在家烹饪 Cooking In Home 4% 3% 复合增长率 CAGR (2010-2013) 复合增长率 CAGR

5% 在外就餐 Eating Out 13% 10% 数据源 : 中国烹饪协会 ; 国家统计局 ; 中国旅游局 ;

China Culinary Association; NBSC; National Tourism Board;

23 缤纷的户外活动如在外就餐, 看电影以及在咖啡馆等第三空间等都能带来巨大机会 Big opportunities in different OOH occasions like eating out, watching movie & cafe 场在家烹饪 Cooking In Home 4% 3% 复合增长率 CAGR ( ) 复合增长率 CAGR ( ) 2017 年中国电影收入 : 559 亿人民币, 同比 +13.5% 在外就餐 Eating Out 13% 10% 数据源 : 中国烹饪协会 ; 国家统计局 ; 中国旅游局 ; 凯度消费者指数体育小调查,, 重度 & 关键城市,2016 年 8 月, 样本 =834 Data Source: China Culinary Association; NBSC; National Tourism Board; Kantar Worldpanel Sports Survey, Key & A Cities, 2016P8, R=834 Starbucks 星巴克 +1 家店 / 15 小时 Hrs

24 比起户内, 户外市场对于某些品类来说是个更大的市场 Compared with in-home, OOH market is much bigger for some categories. 户内 vs. 户外关键指标重点省会城市截至 17 年 6 月滚动一年场 53 Frequency 频次 In Home 户内 Out of Home 户外 94 Frequency 频次 44 RMB Avg. spending / Trip 客单价 5.4 Packs per Trip 次均购买件数 46% 54% 15 RMB Avg. spending / Trip 客单价 2.4 Packs per Trip 次均购买件数数据源 : 凯度消费者指数家庭样组 / 户外样组 Data Source: Kantar Worldpanel Household Panel /Out-of-home Panel 覆盖品类包括饮料 ( 瓶装水, 功能饮料, 亚洲传统饮料, 果汁, 茶饮, 咖啡, 碳酸饮料, 奶茶 ), 啤酒, 零食类 ( 饼干, 巧克力, 口香糖, 薄荷糖, 糖果, 咸味小食 ), 乳制品 ( 冰淇淋, 液体奶, 豆浆豆奶, 酸奶 ) Total market covers Beverage (Bottled Water, Functional Drink, Asia Traditional Drink, Juice, Tea, Coffee, CSD, Milk Tea), Beer, Snacking (Biscuits, Chocolate, Gum, Mint, Candies, Salty Snacks), Dairy (Ice Cream, Liquid Milk / Flavor Milk, Soy / Soybean Milk, Yogurt)

YA 办公室消费次数比例 % Office Consumption Occasion% 悠哈推出新品味觉糖, 口感更好, 内含真果汁 New

25 成功案例悠哈味觉糖 Successful Case UHA 场 +86% 17 年上半年对比去年同期销售额增长 Sales Value Growth 17H1 vs. YA 办公室消费次数比例 % Office Consumption Occasion% 悠哈推出新品味觉糖, 口感更好, 内含真果汁 New Product Cororo with better taste and real Juice 可以在办公室做自己的 DIY 产品 Introduce more DIY food to consume in Office 12% 总体糖果 total Candy vs 23% 悠哈品牌 total UHA

to vote for restaurant 在餐厅或酒吧里用七喜调特饮 Special

26 成功案例七喜 Successful Case 7 Up 场 +14% 17 年二季度对比去年同期销售量增长 Sales Volume Growth 17Q2 vs. YA 和朋友聚餐次数比例 % Leisure Meal Together Occasion% 在大众点评上发起投票活动 Activity on Dianpin to vote for restaurant 在餐厅或酒吧里用七喜调特饮 Special drinks with 7 Up for restaurants & bars 用代言人直播的形式介绍新品 Celebrity broadcast to introduce special drinks 27% 总体碳酸饮料 total CSD vs 38% 总体七喜品牌 total 7Up

27 通过技术赋能, 打造新的流量入口和使用时机 Empowered by technology, new traffic and usage occasions can be generated 场 Data Source: 凯度消费者指数, 家庭饮食样组, 以个人为分析基准 27

28 新零售时代下的创新思考 Decode Innovation in the new retail era 1 走心 : 通过情感建立心的连接, 用更健康, 更省心, 更快乐的方式满足新消费时代的需求 Connect through emotions stimulate consumer demand through healthy, convenience and pleasure 2 3 拔草 : 用颜值激发兴趣, 让产品自带流量, 通过个性化和黑科技激发消费欲望 Stimulate interest by beautiful design and let product speak for itself; use and technology to activate new purchase occasion 场景 : 营造和品牌有密切关联的新使用和购买场景 ( 特别是互联网技术赋能的户外场景 ), 提升转化 Connect brands with new purchase and usage (especially those OOH occasions activated by internet technology) occasions to drive conversion 28

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Kantar Worldpanel Presentation Template CN 4:3

Kantar Worldpanel Presentation Template CN 4:3 新时代心方向 How to innovate in the New Era? 凯度消费者指数 /Kantar Worldpanel 李嵘 /Rachel Lee 凯度集团 -- 全球最大的广告传播集团 WPP 的重要业务分支 Kantar An important branch of the world's largest advertising and communications group