百度指数&尼尔森：2017乳制品营销生态与趋势（32页）.pdf

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1、Copyright 2017 The Nielsen Company. Confidential and proprietary. Copyright 2017 The Nielsen Company. Confidential and proprietary. Live Video Knowledge 互联时代消费者：信息的探索者而不仅是接收者互联时代消费者：信息的探索者而不仅是接收者 EVOLUTION OF CHINESE CONSUMERS: ACTIVE INFORMATION EXPLORER INSTEAD OF RECEIVER BBS Games SMS News Feeds

2、 WATCH BUY CONSUMER TV Outdoor E-com Group Purchase Oversea Shopping Hyper market Department Store CVS Specialty FMCG O2O Weibo Other O2O 3 Copyright 2017 The Nielsen Company. Confidential and proprietary. 百度指数百度指数+尼尔森：大数据连接消费者所想与所为尼尔森：大数据连接消费者所想与所为 BAIDU INDEX+NIELSEN: CONNECT WHAT YOU THINK AND WH

3、AT YOU DO WITH BIG DATA 洞察消费者 所想所想与所为所为 洞察消费者需求特征与兴趣偏好 全面精确监测消费者购买数据 97.5% 互联网用户覆盖 Internet Users Covered 100亿/200万 搜索行为/用户标签 Online Searching Behavior/User Profile 90%+ 消费人口覆盖 Consumer Covered 300万+ 零售门店 Retail Stores Insights on demand characteristics & behavioral preference Specifically spying on

4、 consumers purchase data Insights on Consumer What you think & What you do 4 Copyright 2017 The Nielsen Company. Confidential and proprietary. 乳制品市场庞大，巨头云集，有广泛的消费基础乳制品市场庞大，巨头云集，有广泛的消费基础 FMCG GIANTS WITH LARGE CONSUMPTION BASES DOMINATE DAIRY MARKET 数据来源： 尼尔森零售指数；百度指数乳制品行业；乳制品：液态奶，酸奶 Data source: Nie

5、lsen Retail Index, Baidu Index of Dairy Industry; Dairy: Yogurt & Liquid Milk 中国Top 3 | 快消品厂商 2家家乳制品企业乳制品企业 乳制品份额 | 快消整体 21% 搜索指数增速 | 乳制品 +29.5% 日均搜索指数 | 乳制品 180万万+ + 5 Copyright 2017 The Nielsen Company. Confidential and proprietary. 乳制品市场巨大，但仍具增长潜力乳制品市场巨大，但仍具增长潜力 STRONG POTENTIAL IN CHINAS HUGE DA

6、IRY MARKET 数据来源：尼尔森零售指数； 2017中国奶业质量报告；乳制品：液态奶，酸奶 Data source: Nielsen Retail Index; 2017 China Dairy Milk Quality and Risk Assessment Report; Dairy: Yogurt & Liquid Milk 全球 Global 中国 China “偶发性”消费 “Occasionally” Consumption “习惯性”消费 “Regularly” Consumption 全国乳制品销售额全国乳制品销售额Market Size 3509+亿元亿元 人均乳制品人