日韩精品久久一区二区三区_亚洲色图p_亚洲综合在线最大成人_国产中出在线观看_日韩免费_亚洲综合在线一区

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Policies

Report: With steady FMCG momentum, consumption seen on healthy track in 2022

By HE WEI in Shanghai | China Daily | Updated: 2021-12-17 09:42
Share
Share - WeChat
Consumers browse dairy products at a supermarket in Shijiazhuang, Hebei province, on Dec 9. [PHOTO BY JIA MINJIE/FOR CHINA DAILY]

Strong fundamentals in China's consumption sector are likely to extend into 2022, with fast-moving consumer goods sales set to stabilize at a 3-4 percent growth next year, forecasts by seasoned retail experts said.

FMCG volume gained 3.3 percent and its value rose 3.6 percent in the first nine months for a modest recovery amid the COVID-19 pandemic, even if average selling prices, which remained depressed, have gained only 0.3 percent, said the China Shopper Report by Bain&Co and Kantar Worldpanel. The report is now in its 10th year of publication.

For the upcoming year, growth is forecast to be fueled by a growing variety of digital channels and items that promote health benefits and pamper shoppers' psychological well-being, said Jason Yu, managing director at Kantar Worldpanel China.

"Stabilization is here to stay, since a fair share of consumption will occur within the Chinese borders due to uncertain external environments," said Yu. "But we need to closely watch the effects of the changing pandemic situation and policies regarding personnel movement during the upcoming Spring Festival on consumption."

For the first three quarters, personal care categories reported a 3.8 percent volume growth and 2.1 percent gain in average selling prices. This in turn led to 5.9 percent value growth, which was a substantial improvement from 1.1 percent value growth for the same period last year.

Behind the performance there was a return to out-of-home activities that resulted in higher sales of cosmetics, shampoo and conditioner, among other categories.

"In general, categories associated with improved quality of life, such as cheese, air fresheners and ready-to-drink coffee, grew fast while categories popular during the lockdown months, such as instant noodles, biscuits and hand wash, experienced negative growth," said Derek Deng, a Bain partner in Shanghai.

During the first three quarters, e-commerce value grew 24 percent-below last year's 32 percent-while all offline channels except convenience stores lost value (the grocery channel by 13 percent). For its part, the performance of convenience stores remained flat.

The online sphere also shifted from one dominated by two players to one including a host of new players. For instance, Alibaba, which contributed nearly half of overall e-commerce channel growth in 2020, saw its market share drop to 35 percent. Other players including Pinduoduo, Douyin, Xiaohongshu and WeChat ate away at its dominant market share.

"Digitalization remains to be the way ahead, but it's posing mounting challenges to brands in terms of the choice of channels," Yu said. "Long gone are the days when a 'one-fits-all' or 'all-in' e-commerce approach was a guaranteed victory."

Experts also pointed to a changing dynamic between brands, online hosts and internet platforms with livestreaming capabilities. The livestreaming practice has essentially become a necessity for surviving China's ultra-competitive retail landscape.

For example, goods promoted by key opinion leaders are usually sold at deep discounts and require commissions as high as 30 percent as well as listing fees to advertise, the report said. Moreover, by selling on a KOL's livestream, brands lack full access to the consumer data that have become critical for retargeting and retention.

"The conflict between top-notch KOLs and brands is becoming inevitable, given that the cult following developed by these influencers is equipping them with pricing power that is cutting into margins for brands," Deng said.

Such drawbacks led brands to aggressively start their own livestreaming, Deng said. Self-livestreaming positions the brand to retain consumers for repurchase, and it enables timely consumer interaction and support that can improve loyalty and the possibility of lowering the rate of refunds.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 亚洲精品国产综合一线久久 | 欧美成人欧美激情欧美风情 | 四虎影视在线影院在线观看观看 | 日日操夜夜操免费视频 | 欧美国产一区二区三区 | 亚洲免费视频在线观看 | 欧美不卡一区二区三区在线观看 | www97影院 | 亚洲婷婷综合中文字幕第一页 | 久久视频这里只精品99 | 亚洲 欧美日韩 国产 中文 | 色噜噜狠狠狠狠色综合久不 | 一级毛片视频免费 | 国产一区二区精品在线 | 国产精品久久久久久久7电影 | 亚洲一区二区三区四 | 99久久精品久久久久久清纯 | 2022国产91精品久久久久久 | 奇米影视在线 | 黄网站免费在线 | 国产小视频精品 | 国产毛片不卡 | 午夜色视频在线观看 | 青青青青手机在线视频观看国产 | 天天操网 | 欧美久在线观看在线观看 | 91亚洲影院| 亚洲永久精品国产 | 91精品国产综合久久福利软件 | 丝袜美腿中文字幕 | 99久久99| 99热久久这里只有精品首页 | 亚洲看片| 九九热爱视频精品视频高清 | 久久久久成人精品 | 91av短视频| 伊人网综合| 国产美女小视频 | 欧美日韩久久久 | 中文字幕一区在线观看视频 | 四虎免费久久影院 |