贝恩：2018年中国消费者报告（英文版）（28页）.pdf

1、LOCAL INSURGENTS SHAKE UP CHINAS “TWO-SPEED” MARKET China Shopper Report 2018, Vol. 2 Founders Mentality is a registered trademark of Bain Chinas “New Retail,” which is redefining the roles of consumers, merchandise and stores; and Chinese consumers growing preference for products that improve their

2、 lifestyle, health and wellness. We observe that insurgents making the most of these external factors exhibit traits of what we refer to as a Founders Mentality: an insurgent mission, a frontline obsession and an owners mindset. We see this in three important areas. First, local insurgents rely on c

3、onsumer-focused innovation in product, branding and assortment. Among their successful moves in product assortment: They focus on a few proven “hero” SKUs or product variants to eliminate unnecessary product complexity and ensure that the young brands limited resources are devoted to a very focused

4、message to the target consumers. YunNan BaiYao (YNBY, 云南 白药), with its Mint and Spearmint toothpastes, is a good example of this. Second, they take a localized approach to route-to-market and marketing. For example, without established offline distribution relationships, many insurgents focus on hig

5、h-traffic online platforms Local Insurgents Shake Up Chinas “Two-Speed” Market 5 such as Tmall and JD.com, and are quick to use up-and-coming social commerce and social media platforms like Pinduoduo (拼多多) and TikTok (Douyin，抖音). Also, more than half of the insurgents we evaluated, like ChaoNeng (超能

6、) in fabric detergent, launched their products in lower-tier cities first, a move that enabled them to avoid early competition from multinational brands. Finally, they create a nimble and agile operating model. Their lean, cross-functional organizations give them the flexibility and the freedom to a