<span id="conten"> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">　9月25日，全球监测和数据分析公司尼尔森公布的最新研究显示，中国零售业持续复苏，呈现出“U型”走势。与此同时，消费行为的变化也使得消费渠道出现明显的转移趋势。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: center; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial"><strong style="list-style-type: none; outline-width: medium; padding-bottom: 0px; font-style: normal; padding-top: 0px; outline-style: none; padding-left: 0px; margin: 0px; outline-color: invert; padding-right: 0px">零售业呈现“U型”复苏趋势</strong></p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  随着疫情好转，居民生活逐步恢复，市场销售状况持续改善。国家统计局公布的最新数据显示，8月份社会消费品零售总额同比增长0.5%，为年内首次正增长。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  尼尔森9月份的最新研究也显示，企业管理者对企业表现的预期持续向好。在被问及如何预测疫情对企业今年全年业绩的影响时，60%的受访管理者认为没有影响甚至有积极影响，高于5月份的55%；展望2021年，80%的受访管理者预测其所在行业2021年将实现增长，90%认为其所在企业2021年将实现增长。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  就零售业而言，复苏仍在持续，并呈现出“U型”走势。尼尔森研究显示，7月份快消品线上渠道销售额同比增长6%，6月份增速为32%；截至今年7月同比增长32%。7月份线下渠道销售额下降4%，降幅较6月份的5%收窄；截至今年7月同比下降5%。受线上渠道增长放缓影响，7月份快消品全渠道销售额下降2%；截至今年7月同比增长4%。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  “囤货和持续的消费调整是限制7月快消品增长的两大因素。”尼尔森中国副总裁Katya Edelshtein表示，消费者在“6·18”等线上大促期间大量囤货，提前释放了7月份的快消品需求。此外，开支负荷增加以及消费价格上涨也促使消费者调整消费品类支出。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: center; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial"><strong style="list-style-type: none; outline-width: medium; padding-bottom: 0px; font-style: normal; padding-top: 0px; outline-style: none; padding-left: 0px; margin: 0px; outline-color: invert; padding-right: 0px">消费行为变化加速渠道转移</strong></p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  疫情期间及疫情之后消费者行为和购物模式的转变，推动品牌进行创新，以满足新的消费需求，创造新的消费场景。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  尼尔森创新追踪项目的研究显示，尽管今年1-7月的新品数量比去年同期减少20%，但新品的产能增速较去年大幅提高；本土品牌依然是创新的主力军，每十个新品中有八个来自中国本土企业。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  在消费价格趋势方面，受通胀上升影响，消费者进一步调整他们的日常开支。基础必需品类如液态奶、包装水、牙膏、洗发水，继续呈明显的消费降级趋势；卫生用品如消毒液、个人洗护、洗衣剂和洗洁精呈持续的消费升级趋势；主食则呈现出消费分级趋势。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  在渠道方面，电商渠道的增长仍在继续，主要由于大型现代渠道的消费转移。与此同时，传统渠道的购买者则逐步转向小型现代渠道和便利店。个人护理和母婴用品依然是电商渠道收入增长的主要推动力，但食品、乳制品和家居清洁品类的线上渠道重要性也在不断提升：家居清洁的线上渠道重要性较上年同期上升近七个点，乳制品线上渠道的重要性也首次超越了10%。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  在线下方面，门店产能持续转移，超市和小超的集中度正在提高。下线城市也呈现出相似的格局，大卖场的集中度在降低。相反，超市和小超的集中度在提高。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  尼尔森的调查显示，农村仍是中国线下渠道增长的引擎。今年1-7月农村地区线下渠道销售额增长2.4%，与城市的持续下跌形成对比。此外，农村销售的集中度较低，近70%的农村销售来自中国的C类和D类城市，且仍呈增长趋势。在C类城市中，农村地区贡献了近50%的线下销售额，相比去年增长4%；在D类城市中，农村地区占线下销售额的比重超过60%，相比去年增长3%。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: center; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial"><strong style="list-style-type: none; outline-width: medium; padding-bottom: 0px; font-style: normal; padding-top: 0px; outline-style: none; padding-left: 0px; margin: 0px; outline-color: invert; padding-right: 0px">O2O社区店和市场下沉成关键</strong></p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  后疫情时代，零售市场愈加风云变幻。如果说未来充满不确定性，但至少有三件事是确定的，即O2O、社区店和市场下沉。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  尼尔森的调查显示，疫情期间，O2O实现了突破性的增长，第一季度全国O2O订单增速一度达到20%，但在疫情好转后的第二季度降至6%。截至6月底，全国 O2O订单增长率为14%。目前O2O仍在持续增长，但这种增长主要由下线城市驱动，且各地区的增长势头非常不同。尼尔森认为，品牌商必须弄清楚消费者在疫情期间培养的新消费习惯有多少能够坚持下去，能够坚持多久，以及O2O业态在不同级别城市中是如何分布的。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  社区店因其先天的近场优势，无疑成为了零售商和品牌商争相布局之地。尼尔森研究发现，消费者更青睐于通过近场消费购买特定产品，整体而言，社区店的表现要好于非社区店。在特定品类的销售表现上，社区店呈现出更高的流转率，以小型现代渠道为例，社区店快消品销售单店产出是非社区店的1.25倍，而护肤品和润唇膏等个护品类则达到近2倍。此外，社区店各城市间分布也存在明显差异，因此，定位黄金社区店是制胜市场的关键。</p> <p style="list-style-type: none; font-size: 15px; font-family: "microsoft yahei"; white-space: normal; word-spacing: 0px; text-transform: none; font-weight: 400; color: rgb(0,0,0); outline-width: medium; padding-bottom: 30px; font-style: normal; text-align: justify; padding-top: 0px; outline-style: none; padding-left: 0px; orphans: 2; widows: 2; margin: 0px; letter-spacing: normal; outline-color: invert; padding-right: 0px; text-indent: 0px; font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial">  市场下沉也越来越受到关注。但快消品销售集中度的下降，使得市场下沉越发困难。尼尔森的调查显示，贡献40%快消品销售额的腰部城市数量由2018年的478个增至2019年的570个，表明销售集中度在下降，市场愈发分散。“如何区分城市的优先级，最有效率的门店在哪里？解答这些问题，对于抓住增长非常关键。”尼尔森首席商务官丁玎说，找到合适的城市作为下沉的目标市场，比以往任何时候都更加重要。</p></span>