凯度：切入全场景消费为增长赋能-2022消费场景研究报告（21页）.pdf

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1、凯度消费者指数2022客户会2022 Client Day切入全场景消费为增长赋能Diving into omni-consumption occasions to empower growthREBOOT FOR GROWTH IN THE NEXT NORMAL凯度消费者指数场景解决方案Kantar Worldpanel Consumption Occasion Solution在路上边走边吃On the goMultiple OOH consumption place多种多样的消费地点When/Where/With Whom to Eat何时何地和谁吃喝购物时Shopping办公室In

2、the Office餐厅里At the restaurant在学校At school在家At Home便利店即买即食In the CVS野餐/旅行Outing/Travel/PicnicOmni-channel coverage全渠道360覆盖IN-home Panel+OOH Panel家内样组+家外样组Category/Product/Flavour/Package/Price Tier/品类/产品/口味/包装别/价位带/Over 20 Food,Beverage,Dairy超过20个食品，饮品，乳品IN-home Panel,Urban China Tier 1 to Tier 5,40

3、,000 Household Panelists家内样组,中国一至五线城市，40,000个家庭样本OOH Panel,Urban China Tier 1 to Tier 5,20,000 Individual Panelists家外样组,中国一至五线城市，20,000个人样本REBOOT FOR GROWTH IN THE NEXT NORMAL消费场景现状Status Quo-Consumption OccasionREBOOT FOR GROWTH IN THE NEXT NORMAL疫情防控常态化时代，头部场景不变，办公室更为重要Major consumption occasions

4、stay the same with office occasion more important post vs.pre COVID-19.截止2022年6月的一年MAT2022P6数据源：凯度消费者指数，家内样组，家外样组，重点及省会城市每100个消费者触及数最终的消费场景,全场景，重点及省会城市Consumption occasion for every 100 CRP,omni-occasion,Key&ATop4.餐厅Top 4 Restaurant次10Top1.家里Top 1 Home consumption次25Top2.办公室Top 2 Office次13对比2019年VS.

5、2019+1 purchase+1次-3 purchase-3次+3 purchase+3次+2 purchase+2次Top3.逛街Top 3 Shopping次11REBOOT FOR GROWTH IN THE NEXT NORMAL-30-25-20-15-10-5-522P122P222P322P422P522P622P7反弹增长Strong Performance快速恢复Fast recovery慢速恢复Slow Pick-up家内 AT HOME亲戚/朋友家 AT RELATIVES HOME办公室 WORKPLACE逛街 ON-THE-GO杂货店 GROCERY便利店 CVS出

6、游 OUTING/TRAVEL/PICNIC娱乐场所AMUSEMENT/KTV/CINEMA酒店 HOTEL/CAFETERIA网吧 NET BAR运动场所 SPORTS PLACE餐馆 RESTAURANT学校 SCHOOL大超市 HYPER/SUPERMARKET今年疫情多点爆发后，家内和办公室快速反弹，逛街与短途出行恢复显著At-home and office occasion fast rebound while shopping and outing showed salient recovery trend ever since the sporadic outbreaks of