凯度消费者指数：“镇”向增长的抓手-2022中国小镇消费者研究报告（22页）.pdf

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1、“镇”向增长的抓手Leverage town for future growth凯度消费者指数2022客户会2022 Client DayREBOOT FOR GROWTH IN THE NEXT NORMAL数据来源：国家统计局，凯度消费者指数家庭样组Data Source：National Bureau of Statistics，Kantar Worldpanel Household panel“镇”数量正在稳步增长中，预计到2027年“镇”将贡献1174亿快消品增长Number of town is increasing due to urbanization,Town will co

2、ntribute to 117.4Billion of FMCG growth in 20271174亿In 2027,if towns spending per household reach 90%of countys level,couple with urbanization evolution,towns FMCG size will grow by 117.4 billion117.4 billion若2027年“镇”的户均花费达到县镇的90%加上城镇化效应，镇的快消品规模将增加行政区划数量Number of Administrative Division0500010000150

3、00200002500020212020201920182017201620152014201320122011镇 Town乡 Village县镇 County县级市 County Level City地级市 Prefectural Level City省级市 Provincial Level City乡 VillageTown镇REBOOT FOR GROWTH IN THE NEXT NORMAL数据来源：凯度消费者指数家庭样组Data Source：Kantar Worldpanel Household panel 相当于8年前三四五线城市平均水平Similar to BCD avg.l

4、evel 8 years ago镇家庭户%,基于中国大陆城镇家户，截至22年7月15日的8周Town household%,Based on mainland urban China,8 weeks to 2022/7/15家庭户均消费(元/户),快消品,截至22年7月15日的8周Spend per household(RMB/HH),8 weeks to 2022/7/15快消品金额增长率%FMCG Value GR%Y2021 vs.Y2020Y2021 vs.Y20207.87.8%Key 重点城市010124.424.4%Town 镇020213.913.9%D 县镇030316.71

5、6.7%A 省级市060626.226.2%B 地级市050511.011.0%C 县级市04040101镇的庞大规模酝酿未来增长潜力，前景可期Size does matter,large potential for Town to grow地级市/县级市/县镇BCD全国National863147611411113重点城市及省级市Key&A镇Town3.1%3.1%2.8%2.8%3.4%3.4%REBOOT FOR GROWTH IN THE NEXT NORMAL数据来源：凯度消费者指数家庭样组Data Source：Kantar Worldpanel Household panel购买

6、品类数#of categories单次购买量（包）Trip Size Volume packs购买频次Frequency快消品，截至22年7月15日的8周FMCG,8 weeks to 2022/7/15主要城市Key省级市A地级市B县级市C县镇D镇Town17.516.014.013.012.46.15.35.45.65.826.123.020.920.721.412.54.918.7镇级消费者目前处于低频低量购买，消费需求有待激发Town consumers buy less frequently with smaller basket,room to activate their nee

7、dsREBOOT FOR GROWTH IN THE NEXT NORMAL镇消费者多元化，映射出多元化的产品/渠道/沟通策略需求哪个照片不是来自镇家庭？Which photo is NOTNOT from town family?Town consumers are diversified,reflecting diversified needs for product/channel/communication strategies.ABCD以上皆来自镇家庭Capitalize trade up opportunities by understanding town consumers n

8、eedsREBOOT FOR GROWTH IN THE NEXT NORMAL开销倾向性指数:该品类在镇家庭快消品花费占比/该品类在全国家庭快消品花费占比 x 100Spending%Index:category A spending%in Town households/category A spending%in National households x 100价格单位为元/千克或元/升 Prices are calculated based on RMB per Kg/L 镇 vs.全国，截至22年7月15日的8周Town vs.National,8 weeks to 2022/7/

9、15基础品类可向高端/精细化升级Drive premium/sophistication for basic categories唤醒便捷性/小资品类的诉求Activate convenient/indulgent categories needs调味品Seasoning124家清HH Cleaning110常温奶UHT105抽纸Facial Tissue88护肤品Skin care94坚果Nuts78渗透率Penetration 低于全国(53.7)lower than National(53.7)37.6渗透率Penetration 低于全国(52.1)lower than Nationa

10、l(52.1)44.7渗透率Penetration 低于全国(33.6)lower than National(33.6)27.4较全国价格指数Price index vs.National88较全国价格指数Price index vs.National87较全国价格指数Price index vs.National97快消品开销倾向性指数FMCGSpending%index基础产品升级与生活方式提升是未来镇消费者高端化方向Upgrade on necessities and improvement on lifestyle will drive premiumization in town

11、consumers.REBOOT FOR GROWTH IN THE NEXT NORMAL指标：对比整体镇的渗透率指数Measurement:Penetration index overall town镇，截至22年7月15日的8周Town,8 weeks to 2022/7/15高收入(7000RMB)镇家庭High income(7000RMB)Town family高收入的家庭做抓手，激活镇的升级需求Start from high income town families to activate trade-up needs生活品质/愉悦Quality life/indulgent膨化

12、食品Puffed Snack 109口香糖Chewing Gum108坚果Nuts118巧克力Chocolate106护肤品Skin Care108化妆品Make up132基础类进阶Sophistication of Basic低温奶Fresh Milk104酸奶Yogurt103消毒液Basi114洗衣液Laundry Liquid118沐浴液Shower Gel111洗手液Hand Wash109便捷类需求更高More convenience needs面巾纸Facial Tissue104湿巾Wipes117包装水Package Water107功能饮料Function Drink11

13、4快速汤料Quick Soup107速冻食品Frozen Food102REBOOT FOR GROWTH IN THE NEXT NORMAL大包单包价也高 Bigger Pack,higher pack price大包且实惠，低入手价门槛Bigger Pack,value for money,lower price hurdle小包装，低入手价门槛Smaller Pack,lower price hurdle指数均指镇对比全国水平;包装规格指克或毫升/每包;每包价格指元/包Index means Town index National level；Pack Size means gram

14、or ml per pack;Pack price means RMB/pack包装规格指数 Pack Size Index更大包装Larger Pack更小包装Smaller Pack每包价格指数Pack Price Index更高单包价Higher pack price更低单包价Lower pack price镇相较于全国对包装大小及单包价偏好,截至22年7月15日的8周Town vs.National pack size/price preference,8 weeks to 2022/7/15小资愉悦类 Lifestyle upgrade饮品/基础升级类 Beverage/sophis

15、tication of basic 生活必需品类 Necessities碳酸饮料 CSD 果汁 Juice功能饮料 Function Drink即饮茶 RTD Tea 包装水 Package Water啤酒 Beer酱油 Soy Sauce香辛料 Herb&Spice食用油 Cooking Oil常温奶 UHT Milk酸奶 Yogurt成人奶粉 Adult Milk Powder糖 Candy巧克力 Chocolate膨化食品 Puffed Snack饼干 Biscuit麦片 Cereals保健品 Nutrient Suppliment方便面 Instant Noodle香肠 Sausage

16、冰激凌 Ice Cream洁厕精 Toilet Cleaner厨房清洁 Kitchen Cleaner杀虫剂 Insecticides洗衣粉 Laundry Powder洗衣皂 Bar 面巾纸 Facial Tissue湿巾 Wipes洗发水 Shampoo护发素 Conditioner沐浴液 Shower Gel护肤品 Skin Care60708090100110120708090100110120130了解镇消费者生活习惯及品类发展阶段，定制化规格/价格策略赢发展Understand town consumer lifestyle,leverage different categorie

17、s stage to customize pack size and price strategy to winREBOOT FOR GROWTH IN THE NEXT NORMALRoute to reach town consumerREBOOT FOR GROWTH IN THE NEXT NORMAL零售环境，截至22年7月15日的8周Retail environment,8 weeks to 2022/7/15小业态：指小型超市、便利店、杂货店、专卖店Small format store:including small super、CVS、grocery、specialist st

18、ore0202前15零售集团金额%Top15 retailer groups value%基于实体Offline as 100%若单单依赖零售巨头仍不足以有效触达镇消费者Top retailers are yet covering town consumers20.65.6全国National镇Town21.612.6全国National镇Town0303促销量%(包%)Promotion rate%(pack%)基于全渠道Omni channelas 100%因此镇促销比例低。深化分销，重视分销商比促销重要Lower MT leads to less promotion at town.Ri

19、ght route to market strategy is critical.深化分销比通过头部零售商/促销更能有效触达镇消费者Leveraging distributors is more efficient in reaching town consumers than top retailers/promotion0101实体更重要，尤其小业态，占44%，远高于全国的 25%Offline is more important,small format store accounts for 44%,much higher than Nationals 25%REBOOT FOR GRO

20、WTH IN THE NEXT NORMAL跻身头部品牌，选品合适，赢得小业态有限货架资源才能赢得镇消费者With limited shelf space in small format store,you really need to be the top brand and offer the right product to be chosen by town consumers镇,截至22年7月15日的8周Town,8 weeks to 2022/7/158 manufacturers在全国前40家制造商中Out of the top 40 manufactures仅有There ar

21、e only镇渗透率高于或与上线城市齐平Town penetration higher than or similar to key to D cities家REBOOT FOR GROWTH IN THE NEXT NORMAL镇,截至22年7月15日的8周Town,8 weeks to 2022/7/150101没有电商的日子，镇消费者要进城才能买到一些更为高端的品牌Without ecommerce,town consumer need to go to upper cities to reach out for premium brands0202Now,brands can reac

22、h town consumers directly viaecommerce 现在，品牌可通过电商直接触达消费者0303然而，电商的价格竞争更为激烈While,price competition in ecommerce is fiercer2626%低于全国的Lower than Nationals在镇的电商渠道，全国前40生产商的份额2020%仅占The value share%of top 40 manufacturers in Town ecommerce only accounts for:电商为品牌提供直接触达镇消费者的可能性，也带来更复杂的价格竞争Ecommerce make i

23、t possible for brands to reach town consumer directly.Meanwhile,price competition in ecommerce is fiercerREBOOT FOR GROWTH IN THE NEXT NORMAL平台倾向性指数:基于电商总体，该平台在镇家庭快消品花费占比/该平台在全国家庭快消品花费占比 x 100Platform value%Index：within ecommerce,platform A spending%in Town households/platform A spending%in total Na

24、tional households x 100镇快消品电商渗透率%，截至22年7月15日的8周Town FMCG ecommerce Penetration,8 weeks to 2022/7/1561776139全国National重点城市及省级市Key&A地级市/县级市/县镇BCD镇Town184184118118108108电商中，镇消费者更倾向短视频、社交类电商平台Among Ecommerce,town consumer skew toshort videoshort video,social platform,social platform平台倾向性指数*，基于电商Platform

25、 value%index,online as 100%电商在镇大有可为，尤其是“下沉电商”为品牌直达镇消费者打开新通路Ecommerce has good prospects in Town.Especially“down-to-town”EC platforms,which is a new route for brands to reachtown consumers.电商快消品金额增长率%FMCG Value GR%in ECY2021 vs.Y2020Y2021 vs.Y202015.2%15.2%14.4%14.4%15.9%15.9%REBOOT FOR GROWTH IN THE

26、 NEXT NORMALMoreMoreConvenientConvenient方便品类电商倾向性指数:该品类在电商快消品花费占比/该品类在实体快消品花费占比 x 100Ecommerce Value%Index：category A spending%in Ecommerce/category A spending%in offline channel x 100冷冻食品Frozen Food254湿纸巾Wet Tissue125面巾纸/抽纸Facial Tissue167洗衣液Laundry Liquid127保健滋补品Nutrient Supplement288香辛料Herb&Spice

27、181护肤品Skin Care283即饮咖啡Coffee154食品Food非食品Non Food品类电商倾向性指数，镇，截至22年7月15日的8周Category Ecommerce Value%index,Town,8 weeks to 2022/7/15精致生活LifeLifeStyleStyle电商满足镇消费者消费升级需求，为高端产品带来成长机遇Ecommerce fulfill premiumization needs for town consumers and provide growth opportunities for premium products.Leverage bo

28、th young and empty nest family to drive growth in townREBOOT FOR GROWTH IN THE NEXT NORMAL年轻家庭：包含年轻无孩及年轻有孩家庭；空巢家庭：家庭每个人年龄超过45岁Young family including young single/couple family and young&mixed family;Empty nest family:everyone in the family is over the age of 45镇各类家庭对比整体镇消费者的渗透率指数，截至22年7月15日的8周Town d

29、ifferent family type penetration index overall town,8 weeks to 2022/7/15年轻家庭Young family空巢家庭Empty Nest family碳酸饮料Carbonated Soft Drink111111造型产品Hair Styling116116冰激凌Ice Cream107107护肤品Skin Care105105膨化食品Puffed Snack115115湿巾Wipes107107白酒Chinese Spirit109109消毒液Basi117117米Rice110110杀虫剂Insecticide117117面

30、粉Flour118118清洁用品Cleaning Tool137137借力小镇青年打开镇小资生活需求；基础品类升级在老年人中大有可为Leverage young consumer to drive lifestyle trade-up;Large room for basic category trade up among the elderly.REBOOT FOR GROWTH IN THE NEXT NORMAL镇空巢家庭年轻家庭：包含年轻无孩及年轻有孩家庭；空巢家庭：家庭每个人年龄超过45岁Young family including young single/couple famil

31、y and young&mixed family;Empty nest family:everyone in the family is over the age of 45镇前20厂商金额占比%，截至22年7月15日的8周Towns top 20 manufactures value%,8 weeks to 2022/7/15镇年轻家庭BRANDBRANDFUNCTIONFUNCTION要吸引镇年轻家庭需要强化品牌力，针对中老年则需强调产品功能Brand building is essential to attract towns young consumer,for the elderly

32、,emphasize product function is more important全国平均National Average镇空巢家庭Town Empty Nest family2325全国平均National Average镇年轻家庭Town Young family2725REBOOT FOR GROWTH IN THE NEXT NORMAL年轻家庭：包含年轻无孩及年轻有孩家庭；空巢家庭：家庭每个人年龄超过45岁Young family including young single/couple family and young&mixed family;Empty nest fa

33、mily:everyone in the family is over the age of 45倾向性指数：渠道类型A在目标家户的渗透率/渠道类型A在整体镇家户的渗透率 x 100Index：channel A penetration among target family /channel A penetration among overall town consumer x 100镇年轻家庭网购倾向性指数Town young family online index镇空巢家庭礼赠倾向性指数Town empty nest family gifting index镇，截至22年7月15日的8周

34、Town,8 weeks to 2022/7/15借力电商能有效触达镇年轻家庭，而针对空巢家庭可借力礼盒促进首尝Leverage Ecommerce to reach town young families,while gifting pack could help to trigger trial among empty nest families.REBOOT FOR GROWTH IN THE NEXT NORMAL“镇”占城镇家庭24%兼具规模与潜力Town accounts for 24%of urban households,sizable and great potential了

35、解镇消费者习性依品类定分阶策略：普及升级Understand town consumers lifestyle.formulate strategy according to categories development stage:To penetrate or to upgrade?不同类型镇消费者大不相同因地制宜差异化布局Town consumers are diversified.Customizing on local conditions is essential.01010 02 20 03 3把握“镇”向增长的关键Leverage town for future growthR

36、EBOOT FOR GROWTH IN THE NEXT NORMAL2023年一季度重磅来袭Expand coverage to“Town”,wider understand of China market增加覆盖”镇”，了解更广的中国市场More market breakdown available,deeper understand of China market更多市场细分，更深入了解中国市场Helping you to capture emerging and make faster decision帮助您更快捕捉新兴趋势，迅速决策Coming Soon2023 1st quarter更广Wide更深Deeper更快Faster凯度消费者指数家庭样组扩样至62,000户Kantar Worldpanel Household Panel are expanding to 62,000 panelists