中国快消自有品牌价值进阶之路 价质跃迁 聚力前行

中国快消自有品牌价值进阶之路China FMCG Private Labels: The Journey to Value Elevation 王伶Lynn Wang NIQ中国零售商客户成功团队负责人Retail CustomerSuccess Lead, NIQ China 消费心态从“谨慎保守”向“理性”与“情感”并重的双轨制重构演变 Chinese consumer has evolved from cautious conservation towards rational & emotional reorientation;The dual delivery of value for quality-priceratio and emotional resonance will define future FMCG trends. 中国消费者在自有商品的选购上,也正从由低价吸引转向价值追求自有品牌的价质跃迁之旅已然开启In the selection of private label products, Chinese consumers are shifting from low-price appeal to value-driven pursuit. The journey of quality- price elevation for private labels has officially commenced 先进的商品策略下，零售商品牌与厂商品牌正在构建新型协作模式，为可持续增长蓄能 With smart merchandising, retailer and manufacturer brands are reshaping collaboration to power long-term growth 消费者 从平价替代到品质信赖心智认同发生质变 中国快消自有品牌价质跃迁聚力前行 品牌商 零售商 中国自有品牌规模快速崛起,与厂商品牌间的价格差距逐渐弥合 China's private labels are rising rapidly in scale, and the price gap with national brands is gradually narrowing 各品类自有品牌增长模式差异多数量增品类开始向品质化、差异化方向发展Private label growth strategies differ by category. Categories that previously relied on volume growth shifts toward premiumization and 以品质细分为抓手,构建零售商高质价比价值供给 By utilizing quality segmentation as a strategic tool, retailers can establish a supply chain that delivers superior qualityatcompetitive prices 以情绪共鸣为目标,调和产品“功能+情感”,寻求与双轨消费观的价值同频 Targeting emotional resonance: Balancing function and emotion to sync with dual-track consumer values 深耕自身产品创新能力，以创新力为基，打造差异化竞争壁垒 Deepen product innovation capabilities, and leverage innovation as the foundation to build differentiated competitive barriers 因地制宜，循势把握自有品牌质、价增长机遇 Leverage market trends to seize growth opportunities inprivatebrand's quality and pricing 价质跃迁聚力前行 Quality-Price Leapfrogging: Embarking on a New Frontier ✓以品质细分为抓手契合质价比升级Leveraging Quality Segmentation to Match Quality-Price Upgrades✓以情绪共鸣为目标寻求双轨消费观同频Targeting Emotional Resonance to Align with Dual-Track Consumption Values✓以深化创新能力为基打造差异化竞争壁垒Grounded in Deepened Innovation Capabilities to Build Competitive Barriers✓因地制宜，循势把握自有品牌质、价增长机遇Leverage market trends to seize growth opportunities in private brand's quality and pricing