09-把握场景-理解需求-玩转市场

把握场景，理解需求，玩转市场Drivepurchaseopportunitiesthroughspecificconsumptionmoments我们尝试全面观察同一个消费者一周的购买和使用行为。Thisisanattempttoobservethepurchasesandusagesofaconsumerinaweek.Users使用者Shoppers购买者在哪里?Where谁?Who什么时间?When什么产品?What为什么?Why重点城市+省会城市K+ACity覆盖从早到晚的重要消费场景Coveringallimportantmomentduringaday消费重要性%Occasion%消费次数增长率OccasionGrowth早餐Breakfast29%+5%上午茶MorningBreak6%+15%午餐Lunch23%+11%下午茶AfternoonBreak8%+15%晚餐Dinner29%+3%夜宵AfterDinner4%-10%消费者更重视早餐Consumerspaymoreattentiontobreakfast.早餐人群WeeklyPenetration93.2%95.6%20172018201720185.55.72017201870.0%72.0%20172018早餐频次WeeklyFrequency备餐时间小于20分PreparingTimebelow20Min营养均衡、美味丰盛是赢得早餐市场的两大利器。消费者对早餐的高品质追求凸显。Nutritionandtastearetopreasonsforbreakfastchoice,withgrowingdemandforhealthandquality.原因重要性%Occas原因重要性指数%OccasindexonTTL.Moment营养均衡Nutrition19%109美味丰盛Flavor14%100日常习惯Habit14%86健康Health13%106高品质Quality4%121激烈角逐的早餐市场，三大阵营齐聚。Diversifiedchoicestocompeteforbreakfastoccasions.2015年底，亿滋引入焙朗，重点营销早餐场景，MDLZlaunchedBelvitatostepintobreakfastoccasion基于早餐场景InBreakfastMoment饼干周消费人数：2.4%10.9%BiscuitWeeklyPenetration豆奶周消费人数：5.6%15.3%SoybeanMilkWeeklyPenetration还带动了大豆在早餐期间的消费HaloEffectonBeanusageinBreakfast周消费人数：2.6%7.7%WeeklyPenetration食用油周消费人数：CookingOilWeeklyPenetration26.9%32.2%消费者最常选择的早餐产品TopchoicesforBreakfast29.317.216.714.311.410.810.78.14.8鸡蛋Egg牛奶Milk蔬菜Vegetables速冻食品FrozenFood米饭类Rice面包Bread面食Flour杂粮FoodGrains酸奶Yogurt早餐最常被选的品类TopCategoriesforBreakfast周次数占比WeeklyOccasion%-2018Q2抓住年轻消费者，牛奶在早餐市场会有更好表现。Howtograbtheattentionofyoungconsumers(under24)iscriticalformilkasbreakfast.备注：牛奶：常温液奶+低温牛奶Milk：UHT+FreshMilk185亿18.5BillionRMB早餐Breakfast消费次数占比Occasion%:65%牛奶Milk24岁以下(24y/o)消费占比(Occasion%)25-44岁(25-44y/o)消费占比(Occasion%)45岁及以上(=45y/o)消费占比(Occasion%)19%38%43%面包Bread早餐最常与牛奶搭配的品类TopCategorieswithMilkinBreakfastOccasion鸡蛋Egg火腿/培根HAM/BACON速冻食品FrozenFood1234决胜下午茶WininAfternoonBreakMoment下午茶原因，按原因重要性排序ReasonsforAfternoonMoment，Rankingbyreasonsforchoice户内消费INHOME户外消费OUTOFHOME下午茶最常被选择的品类TopcategoriesinAfternoonBreakMoment112413.48.78.175.75.13.83.63.5水果Fruit酸奶Yogurt固体饮料Soliddrink饼干Biscuits外卖O2ODelivery坚果Nuts膨化食品CrispySnack蛋糕/派Cake/pie牛奶Milk果干Driedfruit户内消费-INHOME16.58.58.48.37.86.75.85.54.63.6包装水P_Water碳酸饮料CSD即饮茶RTDTea冰激凌P_IceCream酸奶Yogurt功能饮料FunctionalDrink即饮果汁RTDJuice现制茶On-PremiseTea现制冰激凌On-PremiseIceCream啤酒Beer户外消费-OUTOFHOME“口味”和”解渴”致胜果汁市场下午茶。FlavorismostimportantreasonforjuiceconsumptioninhomewhilethirstycrunchmoreimportantforOOHconsumption.12即饮果汁RTDJuice下午茶AfternoonMoment下午茶户内消费AfternoonTeaInHome原因Reasons口味Flavor33%解渴Thirsty24%活力Vitality20%搭配小食MatchSnacks14%下午茶户外消费AfternoonTeaOutofHome原因Reasons解渴Thirsty27%口味Flavor21%健康Health9%习惯Habit6%冷压鲜榨果汁从味觉、健康和解渴上满足消费者需求NFCJuicesuccessfullybecomesagrowthleaderinOOHmarket.13即饮果汁RTDJuice下午茶AfternoonMoment价格指数PriceIndex227NFC渗透率，基于重点城市+省会城市，MAT18P6VSLYNFCPenetration%,inK+ACity7.2%10.3%增加650万消费者+6.5millionconsumersIntheOffice23%消费场所比重，重点城市+省会城市MAT18P6VSLYConsumptionPlaceOccasion%inK+ACityOntheStreet21%Shopping21%从肥宅水拓展到户外不同场景。VitaTeasuccessfullygrowsOut-of-homeoccasions.14VitaTeagrows+36%消费场所重要性，重点城市+省会城市，MAT18P6VSLYConsumptionPlaceOccasion%inK+ACity即饮果汁RTDJuice下午茶AfternoonMomentOntheStreet27%IntheOffice20%Shopping19%晚餐，家人团聚的美好时光Dinner–timeforfamilies.15相比于早餐和午餐，晚餐是更温情的家庭时光，精细烹饪且食材种类丰富Dinneriscriticalforfamilies,withlongermealpreparingtimeandmorecategoriesused.16早餐Breakfast午餐Lunch晚餐Dinner与家人就餐比例Occa%sharewithFamily烹饪时间大于40分钟PreparingTime40Min每餐品类数量CategoryperOccasion89%86%91%3%23%34%2.35.36.1活力Vitality+4pt解渴ForThirsty+4pt美味Delicious+3pt天然Nature+1pt放松Relax+1pt晚餐更加丰富，推崇美味和健康Moreopportunitiesindinnerassortmentvitalitycanbeancommunicationpoint晚餐Dinner晚餐增长最快品类–消费次数占比变化FastGrowingCategoriesinDinner–Occasion%Change晚餐原因–消费次数占比变化FastGrowingReasonsinDinner–Occasion%Change水产Seafood1禽肉Poultry2白糖Sugar3黄油Butter4豆类Bean5饮品Beverage6水果Fruit7白酒Spirits8面粉Flour9晚餐可为饮品带来更多的额外消费者。突出健康、配餐特性。Dinnermomentswillbringmorebeverageopportunitiesifwecanleveragehealthbenefitsandmakesurebeveragematchthemeal.饮品包含即饮茶、果汁、碳酸、亚洲传统饮料、功能饮料BeverageincludeRTDTea,RTDJuice,CSD,AsianTraditionalDrink,FunctionalDrink1832.211.2OOHIH家庭消费带来11.2%额外的消费人群InHomeConsumptionBuild11.2%IncrementalPenetrationforbeverage饮品渗透率–周度，重点城市+省会城市，基于个人消费者BeverageWeeklyPenetration,K+A,Individual健康Healthy197配餐MatchWithMeal143原因指数ReasonIndex43%晚餐消费人数占比DinnerUser%以同一消费者为中心，360度还原他们的行为BenefitsforaConsumerCentric360ViewStudy同源数据，全方位了解消费者户内、户外消费场景。Singlesourcetomeasurewhatpeoplebuyandhowtheyconsumeonspecificoccasion.01真实记录数据，联动购买和使用，对消费这行为了解更具体。Real-timerecordingtodiagnoseconsumerpurchaseandconsumptiontoactivateoccasionbasedopportunities.02通过研究不同使用场景下的使用原因，优化消费者沟通策略Understandreasonforchoicesinspecificoccasionsandtooptimizecommunicationstrategy.03