2023年全球中小型快消品企业调研-中国本土企业篇

© 2023 Nielsen Consumer LLC. All Rights Reserved. © 2023 Nielsen Consumer LLC. All Rights Reserved. © 2023 Nielsen Consumer LLC. All Rights Reserved.➢➢➢➢➢ © 2023 Nielsen Consumer LLC. All Rights Reserved.417.86%38.10%44.05%小型企业中型企业大型企业60.71%22.62%15.48%14.29%8.33%8.33%食品个人护理家庭护理非酒精饮料医药婴儿食品、护理3.57%17.86%61.90%16.67%高管：C-Suite高管：非最高管理层管理层其他 © 2023 Nielsen Consumer LLC. All Rights Reserved.4.76%4.76%8.33%25%66.67%71.43%84.52%••72.22%37.5%25%70.59%91.18%70.59%60.61%66.67%72.73%50%41.67%58.33%利润减少消费者行为地变化分销渠道的变化大型企业中型企业小型企业 © 2023 Nielsen Consumer LLC. All Rights Reserved.2.38%3.57%4.76%5.95%15.48%16.67%27.38%28.57%39.29%44.05%46.43%51.19%生产能力不足现金流缺乏人力资源获得投资找到正确的定价策略公关和营销经销商与零售商管理通货膨胀以及原材料和商品成本...新产品开发吸引新客户建立消费者忠诚度如何制定全渠道策略••95%56%8.82%55.88%35.29%32.35%18.18%60.61%51.52%57.58%33.33%25%16.67%58.33%找到正确的定价策略如何制定全渠道策略新产品开发建立消费者忠诚度大型企业中型企业小型企业 © 2023 Nielsen Consumer LLC. All Rights Reserved.2.38%8.33%10.71%11.90%17.86%19.05%27.38%33.33%36.90%44.05%47.62%47.62%减少市场研究投入减少营销投入获得政府支持（资金、减税等）用更具成本效益的材料代替调整分销投资优化包装尺寸降低资本支出和采购成本加大营销投入重新分配研究和营销预算重组分销渠道重新优化产品线并去掉表现不良的产品加大市场研究投入——••——43.75%50%38.89%44.44%11.90%33.33%用更具成本效益的材料代替加大市场营销投入北美欧洲中国 © 2023 Nielsen Consumer LLC. All Rights Reserved.••69.760.6179.4179.41256.2522.2227.78050100便利店小超市100%中国中型企业中国大型企业北美欧洲72.62%72.62%38.10%66.67%10.71%61.90%63.10%82.14%55.95%5.95%渠道分布（多选）大卖场连锁超市折扣店便利店药妆店传统渠道（食杂店）小型超市电商渠道线上自有渠道其他39.24%77.78% © 2023 Nielsen Consumer LLC. All Rights Reserved.16.17%4.76%9.52%28.57%14.29%5.95%3.57%3.57%3.57%3.57%2.38%传统线下渠道（大卖场、超市、便利店等）药店专注于线上渠道并扩大分销渠道（更多平台）同步的全渠道策略兴趣电商（如抖音）零食店会员店（如山姆、Costco)在线上渠道中投入更多品类内容电商（如小红书）社区团购生鲜店••70%•——37.50%37.50%77.78%11.11%传统通路专注于线上渠道并扩大分销渠道（更多平台）北美欧洲 © 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.10 © 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.11•• © 2023 Nielsen Consumer LLC. All Rights Reserved.12 © 2023 Nielsen Consumer LLC. All Rights Reserved.13vs.38% 44%82%vs.63% 56%83%vs.38% 28% © 2023 Nielsen Consumer LLC. All Rights Reserved.14 © 2023 Nielsen Consumer LLC. All Rights Reserved.15 © 2023 Nielsen Consumer LLC. All Rights Reserved.Thank you!16：nielseniq.cn抖音号