实现颠覆式增长的品牌战略解码.pdfVIP

实现颠覆式增长的 品牌战略解码 Decode disruptive brand growth 人口红利收缩，消费力停滞，零和游戏中竞争白热化 As population growth slowed down and shopper basket stagnant, competition gets more fierce in a zero-sum game 活跃品牌数增长 中国快消市场 人口数增长 Active brand number GR 主要指标 Population GR 活跃品牌数：家庭样组样本户有购买到的品牌数 Active Brand: Brand purchased by any HHP panelist Key figures of FMCG category (2018 vs. 2017） +5.2% +2.3% +2.8% + 4.2% 品类销售额增长 户均花费增长 Value GR Avg. spending GR 数据来源：凯度消费者指数家庭样组, 2018 vs. 2017 Data source: Kantar Worldpanel Household panel, 2018 vs. 2017 低迷市场仍现明星玩家: 高速品类不乏品牌爆发扩展，慢速品类也有品牌逆市上扬 Still there are brands ride on the growth of high speed categories or defy the trend in low-speed markets 品类销额增长率 Value GR by category 快消品总体 销额增长 FMCG GR