把脉中国零售的律动：洞见快消零售市场结构变革掌握下一个5年的制造风口

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Reserved.11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••••••••2009IQ31984IQ2013IQ2010IQ2020IQ2022IQ©©

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insights:/global/zh/insights/inquiry.china@©

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NielsenIQArthurC.Nielsen,whofoundedNielsenin1923,istheoriginalnameinconsumerintelligence.Afterdecadesofhelpingcompanieslooktothefuture,wearesettingthefoundationforourfuturebybecomingNielsenIQ.Wecontinuetobetheundisputedindustryleaders

as

evidenced

by

our

experience

and

unmatched

integrity.

Aswemoveforward,wearefocusedonprovidingthebestretailandconsumerdataplatform,enablingbetterinnovation,fasterdelivery,andbolderdecision-making.Weareunwaveringinourcommitmenttotheseidealsandpassionateabouthelpingclientsachieve

success.

For

more

information,

visit:

/global/zh/CHINARETAIL

HEARTBEATLeading

FMCG

channel

landscape

evolution

tocapture

future

growth

in

the

next

decadesWave

1NielsenIQ

ChinaAugust

2022©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.90%100%110%120%130%140%150%OfflineOfflineChannelRecovery

IndexO2O

(Growth)Retaillandscaperecoverywithdiversifiedchannels

booming

in

the

new

pandemic

waveData

Source:

NielsenIQ

Ecom

Discovery,

NielsenIQ

RMSSocial/Content

Ecom

:

Tiktok,

Kuaishou,

Dewu,

XHS；

O2O

New

Retail:

Meituan,

ELM,

JDDJ,

HEMA,

OthersWechatminiprogram:mainlybrand/retailer

ownedSocial/Content

EC2%O2O/New

Retail1-2%ChinaFMCG

RetailLandscapeOfflineRetail

Sales60%General

EC29%WechatMini

program7%OfflineChannel

Importance80%

2019.12022.715Traditional

TradeModern

TradeIndex:MOMsales/sales

2019.123%2%,+51%29%Theresilientoffline

growth.......©2021

Nielsen

Consumer

LLC.

All

Rights

Reserved.©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.Chinese

consumers

want

More

choices,

Quicker

and

Easier.......Proximity

storesPremium

SupermarketsProximitywillstillbe

importantBetter

experience,

and

morechoiceofimported

goodsMorenew

e-commerce,socialmediashopping

experienceMoreO2Osupportedbycommunity

stores

and

frontwarehousesPrice

and

product

comparisonsacrossplatforms(virtualandphysical)O2Ofastdeliveryexperience,supplychainmanagement

supportbecomes

even

more

importantMoreeffectiveproductselection(fresh

categories,private

brands,emergingconsumer

brands);Richershopping

experience(convenientand

fast,betterexperience

&environment)Pre

Covid

we

saw…Nowwe

see…Freshpenetratesin

lowertiercities,driving

offlineretail

recoveryOmni-channel

interactionEmerging

eCommercechoices©2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.16Supply

and

Demand

jointly

reshape

the

channel

dynamicsHypermarketSupermarketMinimarketCVSSelf-serviceGroceryNon-self-service

GroceryShoppingconvenience

demandProductquality,value

formoneyThe

pursuit

of

Shopping

Experience

risesMobileInternettechnology

innovationSupplychain

upgradeLogisticsservices

empowermentDemandChannelDynamicSupplyChainModern

Trade*IndependentSupermarketIndependentMinimarketLarge

GroceryMedium

&

SmallGroceryModernTradeTraditionalTradeScale

advantage

Quality

assurance

Product

advantage

Service

advantageNeighborhood

convenienceEmotional

connectionModernizationSupplychain

upgradeModernTradeTraditionalTrade*ChainModernTrade：Hypermarket,ChainSupermarket,Chainminimarket,CVS

17©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.Policy

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

growthof

chain

MT;

among

which

CVS

and

chain

Super

outgrewChain

SupermarketsHypermarkets3K

Stores+14.3%CVSChain

Minimarkets+22.3%+0.2%-3.7%

10K

Stores93K

Stores43K

StoresMedium&

SmallLargeRetailer

TransformationConsumer

DemandTopretailorsturnedtoopenmoremedium-smallsizedbusinessesafter2019and

acceleratedO2Ointegration.18*Thecharts

are

based

on

21UU2

census

data

from

the

RES

survey，

growth

rate

based

on

2021vs

2019©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.MOFCOMissuedpoliciesof“15-minslifecircle”in2021.07,

acceleratedthe

near-field

retail

commerce

and

retaildevelopment

in

low

tier

markets.Shoppingconvenienceandserviceexperience

become

more

prior

among

allbuying

preferences,

benefit

the

small

andneighborhoodformat

retailors.19Chain

MT: Strong

supply

chain

system

empowered

the

quality

offresh

categories,

shopping

experience

and

service

advantages*NielsenIQconsumersurvey2021-2022,samplesize13063,18-65,ChinaMainlandFarWest

CitiesWestD

cityFresh

StoresDinein

area94%Average

Fresh

rate

in

total

andchainsupermarkets;92%

inLowertier

cities.LowerTier

PenetrationChainsupermarketsstorenumbergrowthacrosscitytiersinbothupperand

lower;

Fresh

penetration

achieved92%

in

Lower

tier

cities,

90%

in

2020.ChainLogisticsempower

FreshStoresChainstorecentralizedlogistic

systemguaranteesrichnessandfreshnessoffresh

products45%

consumer

would

like

to

go

tonewlyopenedsupermarketsforshopping60%

consumers

are

impacted

by

Freshmeat/seafoodinstore

selection33% O2Openetrationrate

inHyper/Supermarketconsumers**UpperTierCities:Key/A/B,LowerTierCities:C/

D©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.+24%2021vs

2019Chain

supermarket

and

CVS

growthby

store

number

in

Lower

tier

cityLower

cityUpper

city+14.3%+22.3%+18%2021vs2019Chain

supermarket

and

CVS

growthby

store

number

in

Upper

tier

cityChain

Supermarket

and

CVS

outperformedwith

furtherpenetrationintolowertiercityChain

Supermarket

Store

numbergrowth%

2021vs

201919.30%12.20%Upper

tierLower

Tier18.20%20*Thecharts

are

based

on

21UU2

census

data

from

the

RES

survey,

circle

represented

the

store

count

number

importance

upper

tier

and

lower

tier

cities©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.25.80%Upper

tierLower

TierChainCVS

storenumbergrowth%

2021vs

2019LowercityImp:

69%UppercityImp:

31%Imp:

56%Imp:

44%Grocery

modernization

resulted

in

vaguer

boundary

betweenLarge

Grocery

and

Independent

MinimarketLargeGrocery

EvolutionWiderE-POS

applicationFacilities

upgradeRicher

assortmentSupplychain

enhancementEquipment

upgrade+24%The

E-POS

system

penetration

in

Largegrocerystoresincreased24%from14%

in

2019to

18%

in

2021.90%90%

of

Large

grocery

stores

haverefrigerationequipment

in2021,which

is

86%

in

2020.Productsvariety

enrichment+19%The

average

category

number

selling

in

largegrocery

stores(m²>40)

increased

19%

from

36in2019to43

in2021.Supplychain

enhancementEC

players(JD,

Alibaba,

etc)

explored

offline

to

Bchannels,whichenabledricherassortments,evensomebest-sellingproductsonlineandhigh-levelimport

products.©©

22020211NNiieellsesennCCononsusummeerrLLLLCC..AAllllRRiigghhttssRReeseservrveed.d.21Data

Source:

NielsenIQ

Retail

Establishment

Survey©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.+8.0%

2021vs2019Large

grocery

store#

growthSelf-serve

Grocery:

100% EPOS

penetration:18%Community

type

store：77% Averagesalesarea:58

m²Modernizing

Independent

Trade:

neighborhood

instant

consumptiondemand

satisfy,

with

millions

of

store

opportunities

yet

to

exploreMedium

Grocery(avg.area:26m²)Large

GroceryIndependent

minimarketSmallGrocery(avg.area:

12m²)Modernizing

Small

Shops Traditional

Grocery0.3

M

Stores 1.1

M

Stores 1.8M

Stores 2.0M

StoresMedium

grocerystore#growth22©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.+3.0%2021vs2019-3.0%

2021vs2019Small

grocerystore#growthHebei,Shandong,

Henan,Sichuan,

Guangdongranktop5provincesinstorenumbers,account

for

43%

store

numbers

in

totalmodernizingindependent

trade.Guizhou,Yunnan,

Jiangxi,Shandong,

Guangxirank

top

5

store

number

growth

provinceModernizing

Independent

Trade:

highly

concentrated

in

coastal

andpopulous

provinces,

faster

growth

in

western

provincesStorenumberImportance：>10%StorenumberImportance：5%-10%StorenumberImportance：<5%Store

number

GR%

>15%(21vs

19)2323©

2022

Nielsen

Consumer

LLC.

All

Rights

Reserved.©

2021

Nielsen

Consumer

LLC.

All

Rights

Reserved.2424IndependentSupermarketSmallquantity,highgrowth

rateCapture

the

future

opportunities

of

Channel

"Transformation"

and

"Modernization"TraditionalTradeModernTradeChainModern

TradeIndependentMinimarketLarge

GrocerySmall,

MediumGroceryLargequantity,lowgrowth

rateModernizing

Ind--ependent

TradeChain

ModernTrade•LeverageO2O

toprovideproximityand

convenienceStrongsupplychainenabledfresh

goods

and

price

advantageStrong

Central

management

onshopper

experienceLongtimeservice

(16h+)toprovide

proximityKeyword：

ModernizationBetterand

diversifiedassortmentShoppingExperience

&FacilitiesupgradeDigital

paymentBetter

Supply

Chain

and

OOSmanagementDriversDriversChannel