Kantar-2017亚洲品牌力量（英文版）.pdfVIP

ISSUE 2 2017 HOW ASIA’S RISING RETAILERS ARE RESHAPING FMCG CONTENTS 03 Introduction The power partnerships driving FMCG growth in Asia 04 Responding to demographic change Ageing populations, shrinking households Adapting to the change in mealtimes Smaller package sizes – and an appetite for experimentation Dierentiating amongst older shoppers 08 Bringing convenience and community together Bridging the gap between modern and traditional trade Shrinking stores to grow FMCG share Convenience stores as community hubs Driving down prices through competition for shelf space 13 Fusing oine and online Ordering online Targeting promotions through technology Optimising the supply chain 17 Reassuring on Safety and Quality 19 Demonstrating values and social purpose 21 Product innovation and speed to market 23 Providing a shopping experience 25 Conclusion The secrets of successful retailer partnerships in Asia INTRO DUCT IO N THE POWER PARTNERSHIPS DRIVING FMCG GROWTH IN ASIA Marcy Kou, CEO of Kantar Worldpanel Asia Some of the fastest-growing FMCG brands on the more accessible pricing. Most analysis of their success planet are to be found in the markets, convenience focuses on these elements. However, there is a third stores, supermarket aisles and kitchen shelves of Asia. driver of their dominance that is equally signicant. The However, the growth on oer in Asian markets remains rise of local Asian FMCG brands has taken place far from evenly distributed. Multinational brands alongside an equally dramatic rise for local retailers. The continue to lag behind the dramat