20221中國零售行業(yè)全面數(shù)據(jù)和洞察系統(tǒng)分析報(bào)告：快速消費(fèi)品零售市場(chǎng)結(jié)構(gòu)變革

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Reserved.Reserved.連鎖現(xiàn)代通路店鋪連鎖型現(xiàn)代通路店鋪????非連鎖小型超市大型食雜店現(xiàn)代化轉(zhuǎn)型中的非連鎖店鋪????1111?2021NielsenConsumerLLC.1984IQ2022IQ2009IQ32013IQ2010IQ2020IQ?2021NielsenConsumerLLC.?2022NielsenConsumerLLC.Formoreinsights:/global/zh/insights/inquiry.china@AboutNielsenIQArthurC.Nielsen,whofoundedNielsenin1923,istheoriginalnameinconsumerintelligence.Afterdecadesofhelpingcompanieslooktothefuture,wearesettingthefoundationforourfuturebybecomingNielsenIQ.Wecontinuetobetheundisputedindustryleadersasevidencedbyourexperienceandunmatchedintegrity.Aswemoveforward,wearefocusedonprovidingthebestretailandconsumerdataplatform,enablingbetterinnovation,fasterdelivery,andbolderdecision-making.Weareunwaveringinourcommitmenttotheseidealsandpassionateabouthelpingclientsachievesuccess.Formoreinformation,visit:nielseniq.cn/global/zh/?2022NielsenConsumerLLC.CHINARETAILHEARTBEATLeadingFMCG

channel

landscape

evolution

tocapturefuturegrowthinthenextdecadesWave1NielsenIQChinaAugust2022?2022NielsenConsumerLLC.RetaillandscaperecoverywithdiversifiedchannelsboominginthenewpandemicwaveThe

resilient

offline

growth.......OfflineChannelRecoveryIndexChinaFMCGRetailLandscape150%Offline140%130%120%110%100%90%GeneralEC29%O2O/NewRetail1-2%2019.12022.780%Index:MOMsales/sales2019.1Social/ContentEC2%OfflineChannelImportanceWechatMiniprogram7%29%ModernTradeOfflineRetailSales60%23%TraditionalTrade2%,+51%O2O(Growth)DataSource:NielsenIQEcomDiscovery,NielsenIQRMS1515Social/ContentEcom:Tiktok,Kuaishou,Dewu,XHS；

O2ONewRetail:Meituan,ELM,JDDJ,HEMA,OthersWechatminiprogram:mainlybrand/retailerowned?2021NielsenConsumerLLC.?2022NielsenConsumerLLC.ChineseconsumerswantMorechoices,QuickerandEasier.......PreCovidwesaw…Nowwesee…ProximitywillstillbeimportantO2Ofastdeliveryexperience,supplychainmanagementsupportbecomesevenmoreimportantMoreO2OsupportedbycommunitystoresandfrontwarehousesProximitystoresBetterexperience,andmorechoiceofimportedgoodsMoreeffectiveproductselection(freshcategories,privatebrands,emergingconsumerbrands);Richershoppingexperience(convenientandfast,betterexperience&Freshpenetratesinlowertiercities,drivingofflineretailrecoveryPremiumSupermarketsenvironment)Morenewe-commerce,socialmediashoppingexperiencePriceandproductcomparisonsacrossplatforms(virtualandphysical)EmergingeCommercechoicesOmni-channelinteraction16?2022NielsenConsumerLLC.SupplyandDemandjointlyreshapethechanneldynamics?

MobileInternettechnologyinnovation?

SupplychainupgradeSupply?

LogisticsservicesempowermentHypermarketSupermarketScaleadvantageQualityassuranceProductadvantageChainModernTrade*ModernTradeModernTradeServiceadvantageIndependentSupermarketMinimarketCVSChannelDynamicIndependentMinimarketNeighborhoodconvenienceEmotionalconnectionModernizationSupplychainupgradeSelf-serviceLargeGroceryGroceryTraditionalTradeTraditionalTradeMedium&SmallGroceryNon-self-serviceGroceryDemand?Shoppingconveniencedemand?

Productquality,valueformoney?

ThepursuitofShoppingExperiencerises*ChainModernTrade：Hypermarket,ChainSupermarket,Chainminimarket,CVS

17?2022NielsenConsumerLLC.ChainMTOpportunities:MediumandSmallformatsledthegrowth-

CVS,Chainminimarketsandchainsupermarketssailedagainstthedownstreamofhypermarkets,leadingthetotalgrowthofchainMT;amongwhichCVSandchainSuperoutgrewLargeMedium&Small3KStores10KStores93KStores43KStoresHypermarketsChainSupermarketsCVSChainMinimarkets-3.7%+14.3%+22.3%+0.2%Retailer

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SupportConsumer

Demand>Topretailorsturnedtoopenmoremedium-small

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lifecircle”in2021.07,acceleratedthenear-fieldretailcommerceandretaildevelopmentinlowtiermarkets.>

Shoppingconvenience

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becomemoreprioramongallbuyingpreferences,benefitthesmallandneighborhoodformatretailors.*Thechartsarebasedon21UU2censusdatafromtheRESsurvey，

growthratebasedon2021vs201918?2022NielsenConsumerLLC.ChainMT:Strongsupplychainsystemempoweredthequalityoffreshcategories,shoppingexperienceandserviceadvantagesChain

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FreshStores94%>ChainstorecentralizedlogisticsystemguaranteesrichnessandfreshnessoffreshproductsAverageFreshrateintotalandchainsupermarkets;92%inLowertiercities.>

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consumersareimpactedbyFreshmeat/seafoodinstoreselection33%Lower

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PenetrationO2OpenetrationrateinHyper/Supermarketconsumers>Chainsupermarketsstorenumbergrowthacrosscitytiersinbothupperandlower;Freshpenetrationachieved92%inLowertiercities,90%in2020.WestDcityFarWestCities19*

NielsenIQconsumersurvey2021-2022,samplesize13063,18-65,ChinaMainland**

UpperTierCities:Key/A/B,LowerTierCities:C/D?2022NielsenConsumerLLC.Chain

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and

CVS

outperformed

withfurtherpenetrationintolowertiercity+24%25.80%18.20%2021vs2019ChainCVS

storenumbergrowth%

2021vs2019+22.3%ChainsupermarketandCVSgrowthbystorenumberinLowertiercityUppertierLowerTier+18%Imp:56%Imp:44%LowercityUppercityChainSupermarket

Storenumbergrowth%

2021vs20192021vs2019+14.3%ChainsupermarketandCVSgrowthbystorenumberinUppertiercity19.30%12.20%LowercityImp:69%Imp:31%UppercityUppertierLowerTier20*Thechartsarebasedon21UU2censusdatafromtheRESsurvey,circlerepresentedthestorecountnumberimportanceuppertierandlowertiercities?2022NielsenConsumerLLC.GrocerymodernizationresultedinvaguerboundarybetweenLargeGroceryandIndependentMinimarketLargeGroceryEvolution???WiderE-POSapplicationFacilitiesupgradeEquipmentupgradeProductsvarietyenrichment+24%TheE-POSsystempenetrationinLargegrocerystoresincreased24%

from14%in2019to

18%in2021.+19%Theaveragecategorynumbersellinginlargegrocerystores(m2>40)increased19%from36in2019to43

in2021.Richerassortment?Supplychainenhancement90%SupplychainenhancementECplayers(JD,Alibaba,etc)exploredofflinetoBchannels,whichenabledricherassortments,evensomebest-sellingproductsonlineandhigh-levelimportproducts.90%

of

Large

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haverefrigeration

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in

2021,whichis86%in2020.DataSource:NielsenIQRetailEstablishmentSurvey21ModernizingIndependentTrade:neighborhoodinstantconsumptiondemandsatisfy,withmillionsofstoreopportunitiesyettoexploreModernizingSmallShopsTraditionalGrocery0.3MStores1.1MStores1.8MStores2.0MStoresIndependentminimarketLargeGroceryMediumGrocery(avg.area:26m2)SmallGrocery(avg.area:12m2)+8.0%2021vs2019

+3.0%2021vs2019

-3.0%2021vs2019Largegrocerystore#growthSelf-serveGrocery:100%Communitytypestore：77%EPOSpenetration:18%Mediumgrocerystore#growthSmallgrocerystore#growthAveragesalesarea:58m22222?2022NielsenConsumerLLC.ModernizingIndependentTrade:highlyconcentratedincoastalandpopulousprovinces,fastergrowthinwesternprovincesHebei,Shandong,Henan,Sichuan,Guangdongranktop5

provincesinstorenumbers,accountfor43%storenumbersintotalmodernizingindependenttrade.StorenumberImportance：>10%StorenumberImportance：5%-10%Guizhou,Yunnan,Jiangxi,Shandong,Guangxiranktop5

storenumbergrowthprovinceStorenumberImportance：<5%StorenumberGR%>15%(21vs19)2323?2022NielsenConsumerLLC.CapturethefutureopportunitiesofChannel"Transformation"and"Modernization"ChannelTypesFutureOpportunitiesKeyword：TransformationStorenumberGR%‘21vs.19ChainModernTradeChainModernTrade????LeverageO2OtoprovideproximityandconvenienceStrongsupplychainenabledfreshgoodsandpriceadvantageStrongCentralmanagementonshopperexperienceLongtimeservice(16h+)toprovideproximityDriversIndependentSupermarketSmallquantity,ModernTradehighgrowthrateIndependentMinimarketKeyword：

ModernizationModernizingInd--ependentTrade?BetteranddiversifiedassortmentLargeGroceryDrivers?ShoppingExperience&FacilitiesupgradeDigitalpaymentBetterSupplyChainandOOSmanagementTraditionalTrade??Small,Medium