加载中…
个人资料
微博
  • 博客等级：
  • 博客积分：
  • 博客访问：
  • 关注人气：
  • 获赠金笔：0支
  • 赠出金笔：0支
  • 荣誉徽章：
正文 字体大小：大 中 小

尼尔森：2019年中国消费者与零售行业趋势解读|读报告

(2019-10-11 14:39:46)
分类： 其他

尼尔森  零售学堂  昨天

近日，尼尔森发布了《尼尔森消费者与零售趋势分享》研究报告，对当前中国消费者的变化趋势、零售行业的变化和响应、社交领域对零售的影响作了系统解析。

核心导读：

1、下线市场红利期：下线（三四线）城市有着巨大人口规模和不断增长的消费需求，但网购普及率较一二线仍有差距，购买行为仍多依赖线下，短期有较好机会。

2、消费升级还是降级：从尼尔森监测数据看，中国并不存在实质意义上的“消费降级”，不论是上线市场还是下线市场，消费升级仍是普遍现象。一线与四线城市均在增加支出，包括服务与实物类消费。

3、人口结构变化显著：代际人口进入衰减周期，60后全面进入退休周期，而目前消费能力乐观的90后进入家庭生活，后续个人支出面临压力。家庭小型化趋势明显，对于传统零售业态带来较大影响:大型家庭补货类零售门店经营压力增大，小型及社区类业态面临较好机遇。

4、个性化消费崛起：尤其是一二线人群从消费意愿上逐渐偏好尝试新品/小众品牌，产品更新换代节奏加快。正如尼尔森的调查显示，有超过64%的消费者愿意仅因为包装的创新体验而去尝试新的产品。

5、品牌民族主义：随着国民经济进一步发展，在消费领域的民族主义倾向持续提升;超六成消费者偏好买国货，本土品牌市场份额持续增长。未来三年，在汽车及新能源车，个人数码产品，保健品等领域，高端国货或有更多机会。

http://5b0988e595225.cdn.sohucs.com/images/20190916/5f1bfa6ff4934a96b8de68b7137cacbf.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/d7f9a65d407c43c6bd2327b27f9c7967.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/81b37a2cda004bdab4a107e17a97b179.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/dde7994cd4fa48f4954492d08f9fb485.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/c8679ac188e44aa5a30d0115e5ba594a.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/d4a12231c0494c25a6db8c9ddb481ffe.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/18952d1d393e48b7a8cdb7159808eb1f.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/7833c86ea32149e39421bf1072b4edb9.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/ec3e278cdfab4c26bb475cc062fd2e4d.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/338cd623556f486eba0ab804ca9ebeb4.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/c50a78a08158491aaf59a044e3eca558.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/c8a6759c7b4e4ce69d58520866ad7fbe.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/1761d4f4601f4b8cab0fd7421491b9d1.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/f23ef9220dd0407db137493d3bba7493.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/d5a7042b9bb24c0c9909751ed6839112.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/4b83c9451a8e4d18b93edeb8bb95959c.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/accf7ec7b04d40bbb1ec570e8d9634dc.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/b72515a11c73471fa8e6cb5e8322055c.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/617abbe189bf43559ff32adb30e23e24.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/2f99d25936e54218b29844512d00523c.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/502aee62cc9348878ca08078a6da8992.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/bccc5571a2b6477e91b81c7a3d223677.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/bb8b93e072cf4b0e8e91acdff24d9598.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/b42210c65887455bae37fdfca76bc8a3.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/794efb4300cf40729e8510d84e6dced9.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/165f4eb6f9454acb981154650c8997e5.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/726d41d58d2d4eea88a4857aa63637cc.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/d374949d5b7d4f0caeaf11989cd3951f.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/ade102c937e749f290c0c148b47e3221.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/e8affcf09cdc449eafa6b871b4a08511.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/28222e1a5a6d414ebb5e828c36bc3944.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/495a2a0f29d947538ecd2e15533efb9c.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/46ddb3796fcf48c793de9ee1d45555ca.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/fb64335e35cd4448921591cd314ba5b4.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/5e5901eae7e94ec7911a19e26d813adf.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/4efa2568d93c42239aed492856fefcab.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/11906a41a9ee47798f1a953754e7b894.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/33960efc57304911a384ddda6ab8bb40.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/57828145faf443e88e5052281d8c0eb0.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/aa2909fdd9384f6fa27473332cfb3901.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/b0bf403f0a534fa6bb1d13287c994c28.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/7a1af6391a5449648285d648edc61228.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/a0cdeaa7b3074c3eb459b2e9b8fc5b4b.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/367a87e90c8a4463a0a06c64ba5e9cc4.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/6f2de14b7c404d0f911c1c466d1de158.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/574d3ea415ff4bfeb14fbb6dc378ea0c.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/7c5d53b4346946188d3279abdc508b4e.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/c1ae0db3d701476aaed76efb1c2de3cf.jpeg

http://5b0988e595225.cdn.sohucs.com/images/20190916/e9b35554b5e34acbafeac863810d6b75.jpeg

https://p0.ssl.qhimg.com/t01056e9e68a158216f.jpg

喜欢

0

阅读┊ 收藏 ┊ 喜欢▼ ┊打印┊举报/Report
  

新浪BLOG意见反馈留言板　欢迎批评指正

新浪简介 | About Sina | 广告服务 | 联系我们 | 招聘信息 | 网站律师 | SINA English | 产品答疑

Copyright © 1996 - 2022 SINA Corporation, All Rights Reserved

新浪公司 版权所有