尼尔森：2017年中国消费品市场解读（41页）.pdf

1、Copyright 2017 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2 7.0%7.0%6.9%6.8%6.7%6.7%6.7%6.8%6.9%6.9%6.8%1.2%1.3%1.4%1.4%2.1%2.1%2.0%2.0%1.4%1.4%1.5%Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 国内生产总值增幅 居民消费价格指数 中国经济稳中向好中国经济稳中向好，消费持续拉动消费持续拉动 CHINA

2、CONTINUES MODERATE STABLE AND SOUND GROWTH,CONTRIBUTED BY CONSUMPTION 数据来源：国家统计局 Source:China National Bureau of Statistics 宏观经济指数 Macroeconomic Index 65%62%58%2015 2016 2017 消费对GDP增长贡献|1月-9月 Consumption Contribution to GDP Growth (Jan-Sep)China GDP China CPI Copyright 2017 The Nielsen Company(US),L

3、LC.Confidential and proprietary.Do not distribute.3 消费者信心指消费者信心指数创历数创历史新史新高，各指标提升高，各指标提升 CCI REACHS HISTROICAL HIGH,THREE COMPONENTS RISE RESPECTIVELY 数据来源：中国消费者信心调查 Source:China Consumer Confidence Survey 66 62 69 64 61 68 48 52 56 Y15 Y16 Q3 17 就业预期 个人经济情况 消费意愿 107 106 112 Y15 Y16 Q3 17 中国消费者信心指数

4、中国消费者信心指数 China Consumer Confidence Index 中国消费者信心指数构成要素 Components of China Consumer Confidence Index China CCI Job Prospects Personal Finance Willingness to Spend+7+7 +4+4 +7+7 Copyright 2017 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.4 市场变化加速市场变化加速 THE PACE OF THE C

5、HANGE IS ACCELERATING 数据来源：前1000 品牌；尼尔森突破性创新报告 Source:Top 1000 Brands;Nielsen Breakthrough Innovation Study 有多少2007年前100品牌已消失在2017年的市场？HOW MANY 2007 TOP 100 BRANDS NO LONGER EXIST IN 2017 TOP 100?54 BRANDS Copyright 2017 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.5 购买

6、力趋于年轻购买力趋于年轻化人群，品牌忠化人群，品牌忠诚度分诚度分散散 PURCHASE POWER TEND TO YOUNGER GENERATION WITH DIVERSIFIED BRAND LOYALTY 数据来源：国家统计局；中国消费者信心调查 Source:China National Bureau of Statistics;China Consumer Confidence Survey 44%44%37%32%34%1960s 1970s 1980s 1990s 对比去年，增加家庭开支的比例%of people increase household expenditure