凯度消费者指数：2019亚洲品牌足迹报告（英文版）(62页).pdf

1、ASIA CEO FOREWORD RECIPE FOR BRAND GROWTH IN ASIA ASIA MARKET FEATURES ASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brands ASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brands ASIA BRAND FOOTPRINT 20194 Wh

2、ats inside TABLE OF CONTENTS Asia CEO Foreword PAGE 5 PAGE 6 01 02 Recipe for Brand Growth in Asia Consumer Reach Points (CRPs) explained PAGE 11 Asia Market Features LOCAL MARKETS TOP 10 RANKINGS THE STORIES AND GROWTH LEVERS BEHIND THE BRANDS 03 CHINA MAINLAND INDONESIA KOREA MALAYSIA PHILIPPINES

3、TAIWAN VIETNAM 11 19 24 33 38 44 52 Number of households in a country % of households buying your brand Number of interactions with your brand across categories in a year POPULATIONCONSUMER CHOICE PENETRATION XX 5 ASIA CEO FOREWORD ASIA CEO FOREWORD Whilediverseandfragmentedwithahotpotfordifferent c

4、ultures, growth rates, and demands, these regions are often brought together by a few common themes centered around the consumers needs. The themes relate to health and safety, convenience, happiness, and the complete shopping experience that is often omni-channel. Consumers are becoming more discer

5、ning, informed, and well-traveled. As a result, they are exposed to more options, ideas, products, and perspectives. All thisinfluences,shapes,andchangestheirperception and demands to where making a purchase is not justaboutaproduct,butwhatelsethebrandoffers, including a complete shopping experience

6、 for them as a consumer. These are what we deem as the recipe for growth and success for brands to achieve sustainability and maintain consistent growth. With that, it is my hope that you enjoy the inaugural issueofourAsiaBrandFootprintandthatyoufindthe shared insight interesting and impactful. Asia