Shanghai Commercial Information Center released the Annual Report of Resetting 20 19- FMCG yesterday, which revealed the development trend of FMCG and the importance of data assets to the brand in the process of lifestyle reset. The report believes that in the future digital economy era, all enterprises are moving towards overall digital operation, and consumers and markets will undergo a new round of subversive changes.
The post-80s and post-90s consumer psychology is different.
Shanghai Commercial Information Center found in the consumer survey that consumers aged 365 and 438+0-40 love online celebrity food best, and 44.7% of them said that online celebrity food would affect their purchase choices. On the contrary, 60% consumers aged 2 1-30 said that the online celebrity effect would not affect their purchases.
It can be seen that more and more post-90s are becoming more and more mature under the background of the Internet cultural process, establishing their own mature values and world outlook earlier, and sharply presenting the psychological characteristics of the current consumer groups; What I want, I want now; What I want is right here.
This demand is also immediately reflected in the length of e-commerce distribution. As early as 20 14, it took 2-3 days for merchants to deliver goods to consumers. With the technological innovation of the supply chain and the application and promotion of the pre-warehouse distribution model, half-hour delivery to home has become the promise of e-commerce companies such as Box Horse and Ding Dong to buy food.
Brand concentration tends to decline.
Unknown food and beverage brands suddenly became popular overnight, and it is common to screen your WeChat circle of friends and Weibo homepage.
Gu, an analyst at Shanghai Commercial Information Center, said that in the list of more than 200 gold brands in Shanghai in 20 18, there were 104 in the list of the top three brands whose market share exceeded 70% in 20 17, but in 20 18, the number dropped slightly to 98, with nearly/. For example, in the 20 18 frozen yogurt list, Tianrun Dairy from Xinjiang entered the top ten of the list for the first time, and its "ice cream" yogurt became an explosion among online celebrities. The low-temperature yogurt business accounts for 60% of Tianrun Dairy's revenue, and an explosion has given this old state-owned enterprise a new vitality. In 20 17, the share of blue can cookies and crown cookies in Shanghai was 72%, but in 20 18, it dropped to 65%. Denmark and Japan imported more cookie brands, and consumers' demand for high-end cookies increased.
Leisure snacks "the tide of the country is at the right time"
From supporting domestic products to new domestic products, and then to anti-purchasing, old brands such as Laoganma, Forbidden City and Summer Palace have appeared among online celebrities one after another, and 20 18 can be described as "the national tide is at the right time".
Under the trend of "national tide", several local brands of head leisure snacks have also joined the "national tide camp", playing "Year of China", "Chinese flavor" and "Chinese style" one after another. This year, Tmall specially organized the "National Tide Action" brand activity to boost the revival of domestic products. Among them, "I miss you so much" combined with the wish of the Forbidden City Food Company and launched a brand-new "jujube warms people's hearts" gift box. Baicaowei also launched the "Chinese style" new year marketing, and joined hands with the Summer Palace to launch the royal court gift box matrix. Uni-President and Master Kong also applied Chinese style to the packaging of instant noodles. Unify instant noodles to catch up with the style of the Forbidden City and launch a new product "Man-Han Banquet X Forbidden City Boutique". Master Kong Suda Noodle Restaurant once again launched four kinds of "Fulu Xi Shou" rich noodles, limited to 1888.
China leads the world in digital consumption.
Alibaba's retail general big data brings reference for the selection of goods in small stores, reduces the cost brought by the stratification of purchase channels, and can also help small stores go online and reach target consumers through multiple channels; During the "Double Eleven" period, good shops rely on a powerful big data back-end system to innovate more ideal new products in the hearts of foodies. Reconstruct the relationship between shop assistants and members, so that shop assistants can realize that users are important assets as never before. Even the old brands are constantly adjusting their layout according to big data to further explore a broader and more sustainable market.
The explosive development of digitalization has amplified the purchasing power of consumers in China, resulting in a brand-new consumer market structure and behavior, which is also the most attractive aspect of the consumer market in China. The report predicts that 20 19 is a new stage when retail data assets begin to realize value-added. Giants are trying to get through the channel of data realization, and ultimately point to a goal and pursuit: reducing costs, improving efficiency and enhancing experience.