2023中国零售监测渠道定义重塑计划.pdf

2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.131%93%111%Offline22 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.4 2021 NielsenIQ Consumer LLC.All Rights Reserved.5 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.低线城市高线城市低线城市高线城市19.30%12.20%高线城市低线城市18.20%25.80%高线城市低线城市 2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.E-POS 更广泛的应用设备升级品类丰富度提升供应链赋能 2022 Nielsen Consumer LLC.All Rights Reserved.2021 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.2021 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.1111连锁现代通路店铺非连锁小型超市大型食杂店现代化转型中的非连锁店铺连锁型现代通路店铺 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.2009IQ31984IQ2013IQ 2010IQ 2020IQ 2022IQ 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.About NielsenIQArthur C.Nielsen,who founded Nielsen in 1923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting the foundation for our future by becoming NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unmatched integrity.As we move forward,we are focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder decision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:For more insights: Nielsen Consumer LLC.All Rights Reserved.CHINA RETAIL HEARTBEATLeading FMCG channel landscape evolution to capture future growth in the next decadesWave 1NielsenIQ ChinaAugust 2022 2021 Nielsen Consumer LLC.All Rights Reserved.Social/Content Ecom:Tiktok,Kuaishou,Dewu,XHS；O2O New Retail:Meituan,ELM,JDDJ,HEMA,OthersWechat miniprogram:mainly brand/retailer owned80%90%100%110%120%130%140%150%OfflineOffline Channel Recovery IndexO2O(Growth)15Retail landscape recovery with diversifiedchannels booming in the new pandemic waveData Source:NielsenIQ Ecom Discovery,NielsenIQ RMSSocial/Content EC2%O2O/New Retail1-2%China FMCG Retail LandscapeOffline Retail Sales60%General EC29%Wechat Mini program7%Offline Channel Importance2019.12022.715Traditional TradeModern TradeIndex:MOM sales/sales 2019.12%,+51%23%29%The resilient offline growth.2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.Chinese consumers want More choices,Quicker and Easier.Proximity storesPremium SupermarketsProximity will still be importantBetter experience,and more choice of imported goodsMore new e-commerce,social media shopping experienceMore O2O supported by community stores and front warehousesPrice and product comparisons across platforms(virtual and physical)O2O fast delivery experience,supply chain management support becomes even more importantMore effective product selection(fresh categories,private brands,emerging consumer brands);Richer shopping experience(convenient and fast,better experience&environment)Pre Covid we sawNow we seeFresh penetrates in lower tier cities,driving offline retail recoveryOmni-channel interactionEmerging eCommerce choices16 2022 Nielsen Consumer LLC.All Rights Reserved.17Supply and Demand jointly reshape the channel dynamicsHypermarketSupermarketMinimarketCVSSelf-service GroceryNon-self-service Grocery Shopping convenience demand Product quality,value for money The pursuit of Shopping Experience rises Mobile Internet technology innovation Supply chain upgrade Logistics services empowermentDemandChannelDynamicSupplyChainModern Trade*Independent SupermarketIndependent MinimarketLarge GroceryMedium&SmallGroceryModernTradeTraditionalTradeScale advantageQuality assuranceProduct advantageService advantageNeighborhood convenienceEmotional connectionModernizationSupply chain upgradeModernTradeTraditionalTrade*Chain Modern Trade：Hypermarket,Chain Supermarket,Chain minimarket,CVS 2022 Nielsen Consumer LLC.All Rights Reserved.18Policy SupportChain MT Opportunities:Medium and Small formats led the growth-CVS,Chain minimarkets and chain supermarkets sailed against the downstream of hypermarkets,leading the total growth of chain MT;among which CVS and chain Super outgrewChain SupermarketsHypermarkets3K Stores+14.3%CVSChain Minimarkets+22.3%+0.2%-3.7%10KStores93KStores43KStores*The charts are based on 21UU2 census data from the RES survey，growth rate based on 2021 vs 2019Medium&Small Large Retailer TransformationConsumer Demand Top retailors turned to open moremedium-small sized businesses after 2019 and accelerated O2O integration.MOFCOM issued policies of“15-mins life circle”in 2021.07,accelerated the near-field retail commerce and retail development in low tier markets.Shopping convenience and service experience become more prior among all buying preferences,benefit the small and neighborhood format retailors.2022 Nielsen Consumer LLC.All Rights Reserved.19Chain MT:Strong supply chain system empowered the quality of fresh categories,shopping experience and service advantages*NielsenIQ consumer survey 2021-2022,sample size 13063,18-65,China Mainland*Upper Tier Cities:Key/A/B,Lower Tier Cities:C/DFar West CitiesWest D cityFresh StoresDine in area94%Average Fresh rate in total and chain supermarkets;92%in Lower tier cities.Lower Tier Penetration Chain supermarkets store number growth across city tiers in both upper and lower;Fresh penetration achieved 92%in Lower tier cities,90%in 2020.Chain Logistics empower Fresh Stores Chain store centralized logistic system guarantees richness and freshness of fresh products 45%consumer would like to go to newly opened supermarkets for shopping 60%consumers are impacted by Fresh meat/seafood in store selection33%O2O penetration rate in Hyper/Supermarket consumers 2022 Nielsen Consumer LLC.All Rights Reserved.+24%2021 vs 2019Chain supermarket and CVS growth by store number in Lower tier cityLower cityUpper cityLower cityUpper city+14.3%+22.3%+18%2021 vs 2019Chain supermarket and CVS growth by store number in Upper tier cityChain Supermarket and CVS outperformed with further penetration into lower tier cityChain SupermarketStore number growth%2021 vs 20192019.30%12.20%Upper tierLower Tier18.20%25.80%Upper tierLower TierChainCVSstore number growth%2021 vs 2019Imp:69%Imp:31%Imp:56%Imp:44%*The charts are based on 21UU2 census data from the RES survey,circle represented the store count number importance upper tier and lower tier cities 2021 Nielsen Consumer LLC.All Rights Reserved.2021 Nielsen Consumer LLC.All Rights Reserved.21Grocery modernization resulted in vaguer boundary between Large Grocery and Independent MinimarketEquipment upgradeProducts variety enrichmentLarge Grocery EvolutionWider E-POS applicationFacilities upgradeRicher assortmentSupply chain enhancement+24%The E-POS system penetration in Large grocery stores increased 24%from 14%in 2019 to 18%in 2021.90%90%of Large grocery stores have refrigeration equipment in 2021,which is 86%in 2020.+19%The average category number selling in large grocery stores(m40)increased 19%from 36in 2019 to 43 in 2021.Supply chain enhancementEC players(JD,Alibaba,etc)explored offline to B channels,which enabled richer assortments,even some best-selling products online and high-level import products.Data Source:NielsenIQ Retail Establishment Survey 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.22+8.0%2021 vs 2019Large grocery store#growthSelf-serve Grocery:100%Community type store：77%EPOS penetration:18%Average sales area:58 mModernizing Independent Trade:neighborhood instant consumption demand satisfy,with millions of store opportunities yet to exploreModernizing Small ShopsTraditional GroceryMedium Grocery(avg.area:26m)Large Grocery1.1 M Stores0.3 M StoresIndependent minimarketSmall Grocery (avg.area:12m)1.8M Stores2.0 M Stores22+3.0%2021 vs 2019Medium grocery store#growth-3.0%2021 vs 2019Small grocery store#growth 2022 Nielsen Consumer LLC.All Rights Reserved.23Hebei,Shandong,Henan,Sichuan,Guangdongrank top 5provinces in store numbers,account for 43%store numbers in totalmodernizing independent trade.Guizhou,Yunnan,Jiangxi,Shandong,Guangxirank top 5store number growth provinceModernizing Independent Trade:highly concentrated in coastal and populous provinces,faster growth in western provincesStore number GR%15%(21 vs 19)Store number Importance：10%Store number Importance：5%-10%Store number Importance：5%23 2021 Nielsen Consumer LLC.All Rights Reserved.24 24Independent SupermarketSmall quantity,high growth rateCapture the future opportunities of Channel Transformation and ModernizationTraditional TradeModern TradeChain Modern TradeIndependent MinimarketLarge GrocerySmall,Medium GroceryLarge quantity,low growth rateModernizing Ind-ependent TradeChain Modern TradeKeyword：TransformationLeverage O2O to provideproximity and convenienceStrong supply chain enabledfresh goods and price advantageStrong Central management onshopper experienceLongtime service(16h+)toprovide proximityKeyword：ModernizationBetter and diversifiedassortmentShopping Experience&FacilitiesupgradeDigital paymentBetter Supply Chain and OOSmanagementDriversDriversChannel TypesStore numberGR%21 vs.19*The definition of channel sub-types will be added in the NielsenIQ China Granularity 2 program,and the original channel type segmentation(hypermarket,Supermarket,Minimarket,CVS)will be retainedFuture Opportunities 2021 Nielsen Consumer LLC.All Rights Reserved.Retail Modernization2009 Establishing retail measurement panel to reflect 3 million3 million stores retail universeUrbanizationSpecializationEcommerceOnline to Offline1984 NielsenIQ Enter China2010 Start to monitor booming 450k Baby Baby&CosmeticsCosmetics Specialty Specialty storesstores2013 Start to cover the booming eCommerce eCommerce channelchannel2020 Start to cover China Rural RetailTo reflect close to 6.06.0million million retail universe2022 Start to capture O2OO2O salesContinuous revolution ofretail industry.NielsenIQ RMSBIG UPGRADEGranularity 2program1.5million stores exploreto capture the future growth in the next decades 2022 Nielsen Consumer LLC.All Rights Reserved.Three decades of efforts in China“Continuously evolving measurement scope and granularity to reflect Full Picture of Truth for China retail landscape”