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

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