Kenneth said:
Kenneth has been on this platform, in addition to sharing his original retail + data management views, he will also reprint the reports of some big names in the industry for your reference, which we call dry goods in the industry. This year's key dry goods have the following links:
Fast consumer goods must read every year: Bain's "2018 Chinese Shopper Report"
Kantar: 29-page PPT to understand marketing innovation thinking in the new retail era
Ali dry goods: 28-page PPT to understand 【China Consumer Brand Development Report】
Nielsen’s authoritative release: 41-page PPT to explain where China’s consumer goods market is headed
Amazing backlash! Bain said that the sales of luxury goods in China soared by 20% last year (22-page PPT interpretation)
MobData: 33-page PPT to understand China's new retail research report
As you know, in the retail industry, the major trend in recent years is [consumption appreciation] (the other is new retail). The premise of consumption appreciation is that everyone is not only satisfied with basic needs, but also A pretty good word can also be said:
Savor life
The focus of today's dry goods is on consumption behavior, because the ideal taste of life, according to the traditional virtues of the Chinese, should I will also add more books, do volunteer work and other things, this is the real taste of life. Of course, from the perspective of consumption, savoring life is to make life more refined. Health, fashion, efficiency, creativity, simplicity, etc. mentioned in the article are all good keywords. Conversely, "sense of technology" is not Everyone's big pursuit.
The dry goods are separated
- Living environment
- Fitness environment
- Office environment
- travel, going out
The four major scenarios such as are also very reasonable.
Only the analysis angle of the data is mainly based on NetEase Kaola, so everything is based on cross-border insights, and most of the connections are Western lifestyles.
If one day we feel that bubble tea (Japanese tea ceremony!), playing Tai Chi (not the kind in the workplace), writing big characters and other activities of meditation and recuperation are also [consumption appreciation], then China is very powerful A manifestation of the idea, rather than imitating Western consumer culture all the way.
Fast consumption
Research
Fast consumer goods
New product
Retail
Tour
Workplace
Dry goods
Data
Management
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