“镇”向增长的抓手

“镇”向增长的抓手Leverage town for future growth凯度消费者指数2022客户会2022Client Day REBOOT 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 contribute to 117.4Billion of FMCGgrowth in 20271174亿In 2027, if town’s spending per household reach 90% of county’s level, couple with urbanization evolution, town’s FMCG size will grow by 117.4 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 Division050001000015000200002500020212020201920182017201620152014201320122011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.level 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. Y20207.8%Key重点城市0124.4%Town镇0213.9%D县镇0316.7%A省级市0626.2%B地级市0511.0%C县级市0401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%2.8%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 needs REBOOT FOR GROWTH IN THE NEXT NORMAL镇消费者多元化，映射出多元化的产品/ 渠道/ 沟通策略需求哪个照片不是来自镇家庭？Which photois NOTfromtownfamily?Townconsumers are diversified, reflecting diversified needs for product/ channel/ communication strategies.ABCD以上皆来自镇家庭 Capitalize trade up opportunities by understanding town consumers’ needs REBOOT FOR GROWTH IN THE NEXT NORMAL开销倾向性指数: 该品类在镇家庭快消品花费占比/ 该品类在全国家庭快消品花费占比x 100Spending% Index: category A spending% in Town households / category A spending% in National households x 100价格单位为元/千克或元/升Prices are calculated based on RMB per Kg/L 镇vs. 全国，截至22年7月15日的8周Town vs. National,8 weeks to 2022/7/15基础品类可向高端/精细化升级Drive premium / sophistication for basic categories唤醒便捷性/小资品类的诉求Activate convenient / indulgent categories needs调味品Seasoning124家清HHCleaning110常温奶UHT105抽纸Facial Tissue88护肤品Skin care94坚果Nuts78渗透率Penetration 低于全国(53.7)lower than National (53.7)37.6渗透率Penetration 低于全国(52.1)lower than National (52.1)44.7渗透率Penetration 低于全国(33.6)lower than National (33.6)27.4较全国价格指数Price index vs. National88较全国价格指数Price index vs. National87较全国价格指数Price index vs. National97快消品开销倾向性指数FMCGSpending% index基础产品升级与生活方式提升是未来镇消费者高端化方向Upgrade on necessities and improvement on lifestyle will drive premiumization in town consumers. REBOOT FOR GROWTH IN THE NEXT NORMAL指标：对比整体镇的渗透率指数Measurement:Penetration index overall town镇，截至22年7月15日的8周Town, 8 weeks to 2022/7/15高收入(>7000RMB)镇家庭High income (>7000RMB)Townfamily高收入的家庭做抓手，激活镇的升级需求Start from high income town families to activate trade-up needs生活品质/愉悦Quality life /indulgent膨化食品Puffed Snack 109口香糖Chewing Gum108坚果Nuts118巧克力Chocolate106护肤品Skin Care108化妆品Make up132基础类进阶Sophistication of Basic低温奶FreshMilk104酸奶Yogurt103消毒液Basi114洗衣液Laundry Liquid118沐浴液Shower Gel111洗手液Hand Wash109便捷类需求更高More convenience needs面巾纸Facial Tissue104湿巾Wipes117包装水Package Water107功能饮料Function Drink114快速汤料Quick Soup107速冻食品Frozen Food102 REBOOT FOR GROWTH IN THE NEXT NORMAL大包单包价也高BiggerPack,higher pack price大包且实惠，低入手价门槛BiggerPack,value for money, lowerpricehurdle小包装，低入手价门槛Smaller Pack,lowerpricehurdle指数均指镇对比全国水平; 包装规格指克或毫升/每包; 每包价格指元/包Index means Town index National level；Pack Size means gram or ml per pack; Pack price means RMB / pack包装规格指数Pack Size Index更大包装Larger Pack更小包装Smaller Pack每包价格指数Pack Price Index更高单包价Higher pack price更低单包价Lower pack price镇相较于全国对包装大小及单包价偏好, 截至22年7月15日的8周Town vs. National pack size / price preference, 8 weeks to 2022/7/15小资愉悦类Lifestyle upgrade饮品/ 基础升级类Beverage / sophistication of basic 生活必需品类Necessities碳酸饮料CSD 果汁Juice功能饮料Function Drink即饮茶RTD Tea 包装水Package Water啤酒Beer酱油Soy Sauce香辛料Herb & Spice食用油Cooking Oil常温奶UHT Milk酸奶Yogurt成人奶粉Adult Milk Powder糖Candy巧克力Chocolate膨化食品Puffed Snack饼干Biscuit麦片Cereals保健品Nutrient Suppliment方便面Instant Noodle香肠Sausage冰激凌Ice Cream洁厕精Toilet Cleaner厨房清洁Kitchen Cleaner杀虫剂Insecticides洗衣粉Laundry Powder洗衣皂Bar 面巾纸Facial Tissue湿巾Wipes洗发水Shampoo护发素Conditioner沐浴液Shower Gel护肤品Skin Care60708090100110120708090100110120130了解镇消费者生活习惯及品类发展阶段，定制化规格/价格策略赢发展Understand town consumer lifestyle, leverage different categories’ stage to customize pack size and price strategy to win REBOOT FOR GROWTH IN THE NEXT NORMALRoute to reach town consumer REBOOT FOR GROWTH IN THE NEXT NORMAL零售环境，截至22年7月15日的8周Retail environment, 8 weeks to 2022/7/15小业态：指小型超市、便利店、杂货店、专卖店Small format store: including s