2019FBIC The New Chinese Consumer Unlocking Growth with Innovation Gautam Seth 尼尔森

2020-03-01 314浏览

3.2018年经济总体运行平稳 IN 2018, THE ECONOMY WAS STABLE AND CONSUMER CONFIDENCE CONTINUED TO RISE GDP增幅及中国消费趋势指数 GDP & China Consumption Trend Index 112 18.0% 113 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 106 105 106 106 108 110 112 114 114 115 113 112 113 120 110 12.0% 6.7% 6.9% 6.7% 6.7% 6.7% 6.7% 6.8% 6.9% 6.9% 6.8% 6.8% 6.8% 6.7% 6.5% 6.7% 6.0% 100 90 0.0% 80 2016 2017 2018 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 18Q2 18Q3 18Q4 国内生产总值增幅 China GDP Growth 数据来源：国家统计局；中国消费趋势指数；Source:China National Bureau of Statistics；China Consumption Trend Index 中国消费趋势指数 China Consumption Trend Index 3
4.推动高质量发展，保持经济持续健康 PROMOTE HIGH QUALITY DEVELOPMENT AND SUSTAIN ECONOMIC HEALTH 鼓励进出口 Encourage Import and Export 负面清单事项 Copyright © 2017 The Nielsen Company. Confidential and proprietary. Negative list items 整顿和规范市场秩序 -177项 Reduced 177 items -54% 对比同期 Rectifying and Regulating Market 去杠杆向稳杠杆转变：2018杠杆率基本稳定在去年的250% Leverage ratio basically stabilized at about 250% in 2018 - 54% vs YA 15% / 13% 全面提高货物出口退税率互联网金融风险专项整治： 2018.11.01起 9% Export tax rebate rate of goods 支持民营及小微企业 Support Private and Small Enterprises 中国人民银行创设定向中期借贷比中期借贷利率优惠 15个基点，新增再贷款和再贴现额度1000亿元。 The People's Bank of China set a 15 basis point discount rate for TMLF over MLF, and added 100 billion RMB in new loans and rediscounts 16% 10% Special rectification of Internet financial risks 关闭572家非法外汇交易网站 572 illegal foreign exchange trading websites were closed 激发市场活力 Invigorate the Market 助推创新创业产业发展 Promote the development of innovation and start-up business 中国首次进入世界最具创新性的前20个经济体之列，排名17位。 For the first time, China ranked 17th among the top 20 most innovative economies in the world 数据来源：国家统计局；中国消费趋势指数；中国中央政治局会议;Note:TMLF:Targeted Medium-term Lending Facility; MLF Medium-term Lending FacilitySource:China National Bureau of Statistics, China Consumption Trend Index, China National Government 4
5.2019激发全新消费活力 STIMULATING NEW CONSUMPTION VITALITY IN 2019 个人经济情况就业 Job Prospects Personal Finance • 1月1日起，住房贷款利息、住房租金、赡养老 • 1月1日起，职工申领技能提升补贴条件由参加人等6项个税专项附加扣除正式实施放宽至1年以上见习补贴由离校未就业毕业生扩展至16—24 失业保险3年以上 • • 继续对月销售额2万元至3万元的增值税小规模纳税人，免征增值税 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 岁失业青年消费意愿 Willingness to spend 跨境电商：90后跨境消费金额逐年提升，占比超过55%，1月1日起国家实施跨境电商利好政策适用城市数： Number of applicablecities:2017Y 15个数据来源：国家统计局；中国中央政治局会议Source:China National Bureau of Statistics, China National Government 2018Y 22个 +46.7% 单次交易限额： Single transactionlimit:2017Y 2000元 2018Y 5000元 +150% 6
7.以小撬大：崛起的泛90S成为消费主力 POST 90S GENERATION GROWING TO BECOME MAIN CONSUMPTION FORCE 63% 2.1亿人口 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 210 mn population 2,164元 RMB 2,164 人均可支配月收入 Per capita disposable monthly income 超过2940亿的消费市场 RMB 294 bn + 80后 Post 80s 60 消费愿意是“良好”还是“好” (年龄组中排名第一) “Excellent” or “good” willingness to spend (#1 amongst age groups) 70后 Post 70s 54 60后 Post 60s 54 consumption market 42% 28% 的中国网民是90后，最高的比例 Of internet users in China are Post 90s, the highest proportion. 天猫的双11网购假期购物者是90后 Of Tmall’s Double 11 online holiday buyers were Post 90s 数据来源：中国消费趋势指数；国家统计局；美国人口普查局国际数据库 2018；中国互联网络发展状况统计调查 2018.06，尼尔森NSISource:China Consumption Trend Index; China National Bureau of Statistics; US Census Bureau International Database 2018; CNNIC Survey 2018.06， Nielsen Social Intelligence 8
8.90后有个更开放和全球性思维相比上代 POST 90S MORE ME-ORIENTED AND DIGITAL COMPARED TO PREVIOUS GENERATIONS Copyright © 2017 The Nielsen Company. Confidential and proprietary. 的90后“更关注我的想法”而不关注别人/社会的规范 Of Post 90s “pay more attention to own opinion” than others/society”* 60% *相比整体受访者的49％ *Compared to 49% of Total respondents 25% *相比5%的圣代 *Compared to 5% of older generations Of Post 90s changed jobs within the last year* 的90后说他们是“斜杠青年”，意思是他们有同时拥有多个职业全国网民占比最大的年龄组 Age-group connected to the internet nationally 的90后在去年内换工作了* #1 数据来源: 中国消费趋势指数；国家统计局；中国互联网络发展状况统计调查 2018.06； 36氪Source:China Consumption Trend Index; China National Bureau of Statistics；CNNIC Survey 2018.06; 36氪 66% Of Post 90s identify as “slash” youth, having multiple careers at once 9
9.90后有强烈的自我认同感， 95后仍在探索中 CLEAR LIFE STAGE DIFFERENCES VISIBLE BETWEEN POST 90s AND POST 95s Copyright © 2017 The Nielsen Company. Confidential and proprietary. 自我认同 Self-knowing 90后 Post 90s 相信权威人士和亲戚研究分析形成自己的判断 Form own opinions based on research and analysis 36% 朋友的建议 Believe in advice of authorities and relatives 41% *Compared with 32% of Total *Compared with 37% of Total 坚守我认为对的价接纳、包容不同的值观 Accept other ideas, but rather stick to 35% 49% 自我探索 Self-searching 95后 Post 95s 观念和现象 Understand and accept different ideas my own values and opinions *Compared with 32% of Total *Compared with 40% of Total 数据来源: 中国消费趋势指数Source:China Consumption Trend Index 10
10.相对90后的乐观消费，95后更加谨慎 POST 90s CONFIDENT SPENDERS, POST 95s MORE FRUGAL 90后的消费愿意是最高的 Willingness to spend amongst early Post 90s is the highest 72% Copyright © 2017 The Nielsen Company. Confidential and proprietary. “优秀”或“好”消费愿意 “Excellent” or “Good” willingness to spend 数据来源: 中国消费趋势指数；不包括DK的数字更新Source:China Consumption Trend Index; Numbers rebased excluding DK 11
12.90后为个人护理买单，而95后更愿消费文化娱乐 POST 90S SPEND MORE ON SELF CARE, WHILE POST 95S SPEND ON ENTERTAINMENT 在下面的列表中, 未来12月你打算买什么？（%） What in below list will you buy in the coming 12 months? (%) 90后 Post 95s 整体 Total 42 36 30 37 23 32 45 47 32 20 23 19 90后 Post 90s Copyright © 2017 The Nielsen Company. Confidential and proprietary. 化妆品 Cosmetics 休假/度假/旅游 Holiday/ travel 个人数码产品 Personal digital products 文化娱乐 Culture & entertainment 数据来源: 中国消费趋势指数Source:China Consumption Trend Index 13
13.90后与95后共同追求消费升级 BOTH EARLY AND LATE POST 90S INTEND TO TRADE UP, INCLUDING ON FOOD & BEVERAGES Copyright © 2017 The Nielsen Company. Confidential and proprietary. 未来一年的购买方式倾向 Buying intentions for the next year 购买品质较好但价格相对较贵的 (消费升级） Willing To Pay More For Good Quality (Trade up) – TOP CATEGORIES Post 90s Post 95s 14 % 7% 12% 36 % 为体现身份地位多付钱 Will pay more to show social status 32% 消费升级 Trade-up 35 % 40 % 10 % 1% 43 % Total 不变 No change 42% 消费降级 Trade-down 12 % 2% 数据来源: 中国消费趋势指数Source:China Consumption Trend Index 12% 1% 14
14.90后重视质量和地位，95后偏爱小众和个性化 POST 90S BUY FOR QUALITY AND STATUS, POST 95S BUY TO BE UNIQUE 未来一年您更愿意为什么样的产品属性多付钱？ What kind of product attributes would you prefer to pay for in the coming year？ Copyright © 2017 The Nielsen Company. Confidential and proprietary. 90后 Post 90s 90后 Post 90s 更多消费能力，专注于地位和质量 More spending power. Focus on status and quality 95后 Post 95s 95后 Post 95s 整体 Total 35 33 27 对小众和个性化产品更感兴趣 More interest in niche and individualized products 数据来源: 中国消费趋势指数Source:China Consumption Trend Index 36 30 30 34 26 18 14 8 自然种植 Natural ingredients 个性化/小众化 Personalization 手工制作 Handmade Products 7 明星带信 Celebrity Endorsement 15
15.满足碎片化需求，95后要求即刻 SATISFY THE DEMAND FOR FRAGMENTATION, 95S REQUIRES IMMEDIATE ENJOYMENT 相对于90s, 95s更偏好短视频、音频 Compared with 90s, 95s prefers short video and audio content 50% 短视频文字 46% 图片 45% 43% 11% 音频 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 72% 70% 图文 90s/95s喜欢看哪种形式的内容 Which information platform do 90s/95s prefer? 17% 90后 Post 90s 11% 15% 长视频 58% 58% 95后 Post 95s 95s是抖音重度用户 95s is a major user of Tik Tok 使用抖音频次 Usage frequency of Tik Tok 4小时及以上 39% 2-4小时 33% 1-2小时每天2次及以上每周至少1次每个月不到1次每天1次每月至少1次数据来源：尼尔森2017年数字广告监测报告Source:Nielsen 2017DAR annual report 抖音广告对于品牌提升效果显著 Tik Tok ’s advertising promotes brand significantly 使用抖音时长 Daily duration time of Tik Tok 34% 3% 60% 12% 15% 14% 品牌认知度品牌喜好度品牌预购度 32% 8% 21% 44% 0.5-1小时半小时以下 63% 24% 信息流广告均值 17
18.年轻一代引领食品创新潮流 YOUNG GENERATION LEADS THE FOOD INNOVATION TREND 包装食品的线上消费者概况 Packaged Food Online Shopper Profile 95后食品饮料的主要需求 Top Food & Beverage Demands from Post-95s Copyright © 2017 The Nielsen Company. Confidential and proprietary. 5% 3% 10% 是喜欢炫耀的一代 Love To ShowOff:I “Eat So I Am” 18-25 22% 26-30 31% 31-35 36-40 16% 25% 19% Individualized & Stylish 41-45 46-50 51-60Source:2018 Online Shopper; Nielsen Deciphering Generation of Future Consumers 28% Interactive Experience 20
19.#1 高档而独特的包装 #1 PREMIUM & UNIQUE PACKAGING 因为更好的包装而选择另外一个产品 You made the switch to another product due to better packaging 拥有高档包装的产品在新品中的占比（线下） Premium Packaging Products Value Share Of NPD (Offline) Copyright © 2017 The Nielsen Company. Confidential and proprietary. Price Index in Premium Packaging VS Total NPD 3X 7% 4% Biscuit 29% 22% 1.2 1.4 1.1 3% 10% 4.2 Candy 1.2 0% 1% MAT 1708 Older Generations Lollipop MAT 1808 MillennialSource:Nielsen Global Millennial Mindset report; Nielsen Retail Measurement Service; PremiumPackaging:Biscuit:Tin;Candy:Metal box;Lollipop:Box 2.1 Total NPD Premium Package 21
20.个性化设计及有趣的包装体验 PERSONALIZED DESIGN & ENGAGING PACK EXPERIENCE 迎合热点话题的包装 Cater to Hot Topics 创意造型 Creative Shapes Copyright © 2017 The Nielsen Company. Confidential and proprietary. 带有IP与个人标签包装的产品占比在前70%新品中，滚动年度 1808 Value Share Of Packaged With IP& Personal Labels Top 70% NPD, MAT 1808 其他包装体验 Additional Cases 拥有创意造型的产品占比在前70%新品中，滚动年度 1808 Value Share Of Creative Shape Top 70% NPD, MAT 1808 45% 29% Gum 22% 13% Chocolate Lollipop 8% BiscuitSource:Nielsen Retail Measurement Service 3% Candy 7% 3% CSF Game package Lollipop Biscuit 2% CSF 7% Candy 22
21.#2 口味细分及轮换 #2 FLAVOR SEGMENTATION & ROTATION 口味的反差：辛辣与绿色产品 Paradoxical Taste For Spicy And Green Products Value Share Of Spicy Of NPD In CSF & Chocolate Industry MAT1808 VS YA “辛辣” “Spicy” 15% 2017 9% 2018 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 2% 0% Chocolate Spicy-Chili Spicy-Cumin Spicy-Other spicy CSF MAT 1708 MAT 1808 Hot Cracker Spicy-Curry Spicy-Pepper Value Share Of Green Among NPD In CSF Industry MAT1808 VS YA “绿色/蔬菜” “Green / Vegetables” 33% 20% CSF 2017 2018 Green-Vegtable Green-Herbs Green-Other Green Greenfruit Green-Nuts & SeedsSource:Nielsen Retail Measurement Service; Nielsen Deciphering Generation of Future Consumers Report 23
22.#3 猎奇心态驱动网红产品 #3 ADVENTUROUS MINDSET DRIVES INTERNET CELEBRITY PRODUCT Copyright © 2017 The Nielsen Company. Confidential and proprietary. 受95后喜爱的食品饮料 Post-95s Favorite Food & Beverage Products Internet celebrity food Limited edition Imported snacks 网红产品的知名度正在增长 Popularity For “Wang-hong” (internet celebrity) products Is Increasing this year 脏脏包 VS 面包 +175% 火鸡面 VS 方便面Source:Baidu Index; Nielsen Deciphering Generation of Future Consumers Report 24
23.#4 跨越品类及产品延伸 #4 CATEGORY CROSSOVERS & WHITESPACE EXTENSIONS 跨品类产品的占比在前70%新品中（线下） Cross Categories Value Share Top 70% NPD (Offline) 延伸的消费场景（跨品类） Enlarging Consumption Scenario (Cross Industry) 6% Copyright © 2017 The Nielsen Company. Confidential and proprietary. 4% 1% 1% Biscuit Candy MAT 1708 3% 3% Biscuit X Coffee Candy X Yogurt Chocolate X Wine Chocolate Salad Soup Cake Ice Cream MAT 1808 Lollipop GiftingSource:Nielsen Retail Measurement Service Game Props 25
24.#5 包装的多样性能带来惊喜 #5 VARIETY PACKS CREATE EXCITEMENT 多种包装产品在新品中的占比（线下） Multiple Pack Value Share Of NPD (Offline) 有多种口味产品的占比在前70%新品中，滚动年度 1808 Multiple Flavor Value Share Top 70% NPD, MAT 1808 Lollipop 41% Candy Biscuit 17% Chocolate Copyright © 2017 The Nielsen Company. Confidential and proprietary. CSF 8% 5% 0% 23% 2% 0% 2% Lollipop Chocolate Candy MAT 1708 4% 3% 4% 3% CSF Biscuit MAT 1808 Gum 2% Gum 附送额外礼品的产品占比在前 70%新品中，滚动年度 1808 Extra Gifts Value Share Top 70% NPD, MAT 1808 Chocolate 10% Biscuit 10% CSFSource:Nielsen Retail Measurement Service; Nielsen Deciphering Generation of Future Consumers Report 3% 17% 13% 6% 2% 有附加设计的系列包装 Extra Design With Series Package +9% Greater Series Package (Voice), Post-95s V.S. Post-90s I love to collect all the products from the festival limited edition. ---95s 26
26.#1 质量保证在食品饮料中尤为重要 #1 QUALITY ASSURANCE IS MORE RELEVANT ACROSS MOST F&B CATEGORIES 健康的来源 Healthy Source 质量监控 Quality Supervision 0 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 0 46% 65% CSF CSF 64% Gum 37% LollipopSource:Nielsen Retail Measurement Service Value Share In Top 70% Value Of NPD Chocolate Biscuit Carefully Selected : Premium, fresh 25% Value Share In Top 70% Value Of NPD Biscuit 18% Candy 3% Gum 0% Strict Testing Lollipop 49% 29% 10% 7% Chocolate 1% Candy 0% 28
27.#2 富含营养与特定成分能有效推动创新 #2 NUTRIENT-RICH & INGREDIENT-SPECIFIC PRODUCTS SHOWS PROMISING GROWTH FOR NEW INNOVATIONS 拥有健康特质的产品在多大程度上影响你的购买决定？ How important are health attributes in influencing you to purchase more of a particular food products? 植物基产品的占比在前70%新品中，滚动年度 1808 Plant-based Value Share Top 70% Value NPD, MAT1808 0 Copyright © 2017 The Nielsen Company. Confidential and proprietary. 44% Chocolate Candy Biscuit Whole Grain 75% Local Herbs 70% 39% Fruits, Herbs, Grain 3% Nuts Berries 6% OatSource:Nielsen Measurement Service; Nielsen Global Health Survey (2015) 3% 2% Hericium Seaweed 29
28.#3 更深刻的“健康”广告语能支撑持续增长 #3 MORE SOPHISTICATED “HEALTH BOOST” CLAIMS COULD CONTINUE TO SUSTAIN NEW GROWTH 你有多愿意为以下食品付出更多？中国 How willing are you to pay a premium for foods? China 78% 功能性产品的占比在前70%新品中，滚动年度 1808 Value Share Of Functional Products Top 70% NPD, MAT 1808 79% 64% 72% Copyright © 2017 The Nielsen Company. Confidential and proprietary. 69% Minerals Chinese consume snacks for energy boost 56% Calcium Protein Fiber 0 6% as Breakfast Alternative 0 16% 富含以下营养的产品占比在前70%新品中，滚动年度 1808 Value Share Of Nutrients Top 70% NPD, MAT 1808 18% Biscuit 9% 1% Dietary fiber Vitamin ProbioticsSource:Nielsen Retail Measurement Service MAT 1808; Nielsen Global Health Survey (2015) Candy Meal replacement Boost brain performance Aid digestive system Promote throat health 30
29.#4 食品保鲜科技创造新需求 #4 FOOD-FRESH TECHNOLOGIES CREATING NEW DEMAND Copyright © 2017 The Nielsen Company. Confidential and proprietary. 食品行业的科技应用总结 Summary Of Applied Technology in Food Industry 27 days shelf life products Sterilization technology Drying technology Enzyme controlling technology Food storage technology Heating technology Crushing technology Extraction technology Irradiation technology Microwave drying Ultra high pressure technology Modified atmosphere packaging Microwave heating Superfine pulverization Membrane technology Microwave sterilization Low temperature dehydration Microwave technology Full cold chain distribution Membrane technologySource:EO Intelligence 31
32.通往创新成功的道路不止一条… Copyright © 2017 The Nielsen Company. Confidential and proprietary. THERE ARE MULTIPLE PATHS TO INNOVATION SUCCESS… LAUNCH A BIG BET GROW MY BRAND CAPITALIZE ON A TREND REPLACE AN UNDERPERFORMING SKU QUICKLY RESPOND TO AN OPPORTUNITY/CHALLENGE EXPERIMENT INMARKET 34
33.尼尔森BASES有不同的方法评估创新成功率 Copyright © 2017 The Nielsen Company. Confidential and proprietary. NIELSEN BASES EVALUATED THESE DIFFERENT SUCCESS PATHS AND “CODED” THEM AS PROFILES SUPERSTAR BRAND GROWER TREND SETTER CROWD PLEASER SHORT TERM WIN TARGETED Remaining innovations are weak performers and do not qualify for any profile 35
34.尼尔森BASES的创新激活模型 BASES INNOVATION ACTIVATION PROFILES Mass Market Potential Longevity Brand Category Incrementality Distinction Consumer Target SUPERSTAR Copyright © 2017 The Nielsen Company. Confidential and proprietary. BRAND GROWER TRENDSETTER CROWD PLEASER SHORT-TERM PLAY TARGETED RECONSIDER 36
35.无论是大众或目标市场，成功的新品都需要满足一定规模的消费者需求 MASS-MARKET OR TARGETED, IT’S CRITICAL FOR AN INNOVATION FULFIL AN UNMET NEED AMONG A SIZABLE CONSUMER SEGMENT Copyright © 2017 The Nielsen Company. Confidential and proprietary. +58% Better performance on Factors for Success vs those that do not resolve consumer’s circumstance of struggle Only <15% of initiatives tested at BASES fulfill the consumer’s job Top 25% Sales velocities in-market 37
36.产品体验对推动线上购买日趋重要 PRODUCT EXPERIENCE IS BECOMING MORE IMPORTANT IN THE DIGITAL WORLD IN DRIVING TRIAL BASES PRODUCT DELIVERY RANK Copyright © 2017 The Nielsen Company. Confidential and proprietary. BASES收集的产品体验排名 VS. 网购平台的产品评价 PRODUCT DELIVERY RANK VS. ONLINE RATING AMAZON/JD/TMALL STAR RATING Initial results based on launch reviews of products tested with BASES in US and China and launched on Amazon, JD or TMall 38
38.市场营销人员往往低估了产品线延伸带来的自我蚕食 MARKETERS OFTEN UNDERESTIMATE CANNIBALIZATION FROM LINE EXTENSIONS Line extensions often seem like a sure path to growth, but can be more cannibalistic than expected—particularly closer-in extensions. Copyright © 2017 The Nielsen Company. Confidential and proprietary. SOURCING INDEX FROM PARENT BRAND 230 225 155 120 Flavor extension BASES Global R&D analysis. Size extension Sub-category extension New category extension 100 New brand 40
39.营销投资的回报率有时也会被忽视 MARKETING INVESTMENT TRADE-OFFS ARE ALSO NOT CLOSELY EXAMINED ANYMORE 增量增长 INCREMENTAL GROWTH Copyright © 2017 The Nielsen Company. Confidential and proprietary. New product sales Loss of parent brand facings when SKUs are replaced Baseline Reduction in parent brand marketing dollars to support new launch 41
40.让创新带来净增长的五个黄金法则 5 GOLDEN RULES FOR DISCOVERING & DEVELOPING INCREMENTAL INNOVATIONS Build a clear link to an unmet/partially met consumer need Copyright © 2017 The Nielsen Company. Confidential and proprietary. Expand usage occasion 10% 50% NEW BRAND BUYERS FRANCHISE GROWTH Premiumize to a clear market segment/opportunity 170 API & 7% BRAND GRWOTH New category engagement or usage model Leverage existing equities to extend to adjacent categories 42
42.先进市场不保证成功——关键在于速度与灵活性 THE FIRST TO MARKET IS NOT ALWAYS GUARANTEED SUCCESS ANYMORE – IT’S KEY TO REACT AND ADAPT 中国市场实例 – 巧克力新品 A REAL CHOCOLATE INNOVATION IN CHINA MARKET Copyright © 2017 The Nielsen Company. Confidential and proprietary. 2.46 *创新效率 Innovation Efficiency 0.93 先动者 CREATOR X2.6 跟随者 FOLLOWER MAR15 *2014-2016 创新效率指数 Innovation Efficiency Index 效率 = 销售额/ 创新数量 Efficiency = Sales Value Share / Number of new SKU JUL15 NOV15 MAR16 JUL16 NOV16 铺货 Distribution % MAR15 JUL15 NOV15 MAR16 JUL16 NOV16 销售额 Sales Value 44
43.如何将创新投资回报最大化，是市场营销人员的普遍痛点… % DIFFERENCE OF MARKETING PLAN VS. EXECUTION Copyright © 2017 The Nielsen Company. Confidential and proprietary. MARKETERS STRUGGLE TO MAXIMIZE THEIR RETURN ON INNOVATION INVESTMENT… 75% of marketing plans overstated/understated by 10%+ vs. in-market execution 30% Average impact on saled due to variance in planning vs in-market execution NUMBER OF MARKETING PLANS EVALUATED Based on a recent analysis of ~80 validated marketing plans using Nielsen’s BASES Forecasting system 45
44.…这也影响到销量与次年的市场潜力 …WHICH IMPACTS SALES VELOCITIES & YEAR 2 POTENTIAL YEAR 2 TO YEAR 1 MEDIA SPENDRATIO:BREAKTHROUGH INNOVATIONS VS. CPGAVERAGE:Copyright © 2017 The Nielsen Company. Confidential and proprietary. 75% of products fail when they are in the bottom 60% of category velocities ALL BREAKTHROUGH INNOVATIONS 97% ALL GROWING INNOVATIONS 94% ALL DECLINING INNOVATIONS 21% Declining brands dedicate only about one fifth of their year one media budget to year two. 46