尼尔森IQ：2022年618消费趋势洞察报告（完整版）（44页）.pdf

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1、 2021 Nielsen Consumer LLC.All Rights Reserved.NIELSENIQ DG2022.072022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.6.02.28.11.2-10.311.63.42.50.51.20.71.51.35.8-6.93

2、.14.86.418.37.94.94.04.82019 Q42020 Q12020 Q22020 Q32020 Q42021 Q12021 Q22021 Q32021 Q42022 Q1GDP 年度增幅对比上季度GDP增幅GDP季度同比增幅2021 Q12021 Q22021 Q32021 Q42022 Q120224月20225月社会消费品零售总额同比增速33.9%23.0%16.4%12.5%3.3%-11.1%-6.7%消费者信心12312111812012086.7 86.8城镇失业率5.4%5.0%5.0%5.0%5.5%6.1%5.9%53.553.552.651.151.248

3、.743.849.3202110 202111 202112 202201 202202 202203 202204 202205 2021 Nielsen Consumer LLC.All Rights Reserved.目录一、618购物节综述二、618趋势新动态三、618用户新场景四、618货品新气象五、618营销新玩法2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserve

4、d.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.19.212.213.514.813.225.618.221.511.114.514.714.019.512.213.013.913.625.118.422.310.716.515.115.119.543.2%34.6%9.9%0.7%-4.9%202006 202011 202106 202111 202206 2021 Nielsen Consumer LLC.All Rights Reserved.02

5、0,000,00040,000,00060,000,00080,000,000100,000,000120,000,000线下销售额线上销售额24.9%21.8%19.0%13.3%-17.9%202006202011202106202111202206 2021 Nielsen Consumer LLC.All Rights Reserved.23242526272829303112345678910111213141516171819202324252627282930311234567891011121314151617181920 2021 Nielsen Consumer LLC.A

6、ll Rights Reserved.618赛道延展，O2O、生鲜电商等平台积极参与年中大促传统电商旗下O2O平台积极参与618直播专享券全品类直播促进流量转化专享优惠券促进高频消费高品质、满减强调高品质迎合消费心理满减折扣拉动大额消费大牌美食品牌日设立大牌美食品牌日大牌合作五折促销团购、拼团好友分享券拓展潜在消费客群设立万人狂欢团购模式挖掘新消费流量同城一站式购齐品牌方、线下商超联盟合作发力社交、同城好友助力集城市勋章、好友团购券以核心用户为中心拓展客群大额神券大额神券提升购买意愿各品类品牌券拉动消费发起让热爱在城市流动的话题，引起消费者关注共鸣强品牌组超级CP直播万店嘉年华直播，升级直播购