这就是COVID-19如何改变中国购物者的行为.docxVIP

Amid Stable Growth, Covid-19 Changed Shopper Behavior China Shopper Report 2020, Vol. 1 Contents 1. Executive summary pg . 1 2. Full report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 5 Fast-moving consumer goods growth stabilizes . . . . . . . . . . . . . . . . . . . . . pg 5 A rebound in volume and slowdown in premiumization . . . . . . . . . . . . . . . pg 7 Channel changes: Online boosted by O2O and livestreaming . . . . . . . . . . pg 9 Foreign brands start to win in China . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 13 Covid-19’s impact: Why some categories keep booming . . . . . . . . . . . . . pg 16 Implications for brands and retailers . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 20 3. About the authors and acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . pg 22 Executive summary This is the ninth consecutive year that we have tracked the shopping behaviors of Chinese consumers. Our continuing research has given us a valuable long-term view across 106 fast-moving consumer goods (FMCG) categories purchased for home consumption in China. As in each of the past eight years, we analyzed the key 26 categories1 that span the four largest consumer goods sectors: packaged food, beverages, personal care and home care. We also looked at another 19 categories2 to form a more comprehensive view of the market. Combined, these sectors represent 80% of all FMCG. As we endure historic times introduced by the Covid-19 pandemic, this year’s report includes a deep look at the changing consumer behavior resulting from the pandemic in the first months of 2020 and the implications for consumer goods companies and retailers during an uncertain recovery. It is official: FMCG growth is stable First, it is important to look at t