在水果与饮料赛道， 佳农 以情感构筑品牌价值。依托全国分销中心网络，以及一支既聚 焦品质把控、又能借助数字系统和扁平化架构实现战术敏捷的专业团队，佳农得以突破市 场 碎 片 化和 规模 扩 张 带 来 的 效率瓶 颈，确 保 业 务实 现 健 康 、 可 持 续 的 增 长 。 2 0 2 5年 ， 有 4 0 0 0万中国1 - 5线城市家庭购买过佳农品牌产品。 Wo rl dpa ne l消费者指数（在中国隶属于CTR）最新发布的 《本土智造，全球竞逐》（Made Local, Played Global） 报 告 通 过 对 16 位 领 导 品 牌 决 策 人 的 深 度 访 谈 （ 受 访 品 牌 包 括 东 鹏 饮 料、佳农、恒安集团、纳爱斯集团、云南白药、韩国农心、越南Vi n amil k、印度尼西亚买 大食品等），验证了助力亚洲巨头成功跨越国界、持续领跑的五大关键核心能力。 点 击查看报告详情 本期访谈，我们与佳农集团水果事业部总经理兼上海佳农云果科技有限公司总经理张景真 先生、上海佳果源科技食品有限公司总经理刘彦红女士探讨企业从大宗商品导向的贸易模 式，向数据驱动、品质为先的品牌化运营的转 ...

巧克力在人们心目中即是纵享、悦己的代名词，也是春节、情人节、圣诞节等节日送礼表 达心意的热门选择，一直在零食市场占据举足轻重的地位。其销售额在糖巧品类中占比过 半，且过去一年这一比例仍在攀升。 然而，在消费趋于理性的背景下，消费者选购巧克力时愈发看重质价比。但2025年年中， 可可期货价格暴涨，迫使众多生产商不得不上调售价，这让本就面临小众品牌崛起与自有 品牌夹击的品牌厂商更加如履薄冰。 本文就巧克力市场目前遇到的危与机展开讨论。 小品牌崛起 在宏观经济复苏放缓的背景下，"消费平替"趋势持续影响巧克力市场。电商平台稳健增长 与 零 食 店 、 折 扣 店 快 速 扩 张 ， 进 一 步 顺 应 了 这 一 潮 流 ， 也 为 小 品 牌 巧 克 力 创 造 了 发 展 机 遇。当前，非头部品牌已占据电商渠道巧克力销量的半壁江山，在零食店渠道的市场份额 也接近五成。 （头部巧克力品牌为市场份额排名前十品牌） 巧克力原料价格上涨 2 0 2 5年4月，可可期货价格飙升至历史新高。作为巧克力的核心原料，其价格暴涨主要源 于主产国遭受病虫害侵袭与极端天气变化，导致全球供应量跌至历史低位。成本压力急剧 上升，进一步挤压 ...

Wo rl dpa ne l消费者指数（在中国隶属于CTR）最新发 布的 《本土智造，全球竞逐》（Made Local, Played Global） 报告显示：2 0 2 5年，本土品牌已占据亚太地区快速消费品（FMCG） 市场近79%的销售份额，较十年前的74%稳步提升，亚洲本土企业已实现从传统制造商向 品牌驱动。 点击查看报告详情 报告通过对1 6位领导品牌决策人的深度访谈（受访品牌包括东鹏饮料、佳农、恒安集团、 纳爱斯集团、云南白药、韩国农心、越南Vi namil k、印度尼西亚买大食品等），验证了助 力亚洲巨头成功跨越国界、持续领跑的五大关键核心能力。 2 0 2 5年，有4 2 0 0万中国1- 5线城市家庭购买了东鹏饮料。东鹏饮料的成功源于其高效、灵 活的企业文化，以及利用数据实现快速战略执行的能力。企业正积极探索出海机会，以创 造可持续的增长。 本期访谈，我们与东鹏饮料集团董事&副总裁蒋薇薇女士进行了深入交流，探讨东鹏饮料 如何在竞争激烈的功能饮料市场及其他领域实现令人瞩目的增长。 实现快速增长的关键转折点是什么？ 其中的关键在于我们推出了一款250ml，PET瓶装的东鹏特饮，这款产品有着独特 ...

步入2026年3月，市场的热度比天气升温得还要快。 一边是金价疯狂上涨，大家买金的热情反而像坐了火箭一样，展现出极强的投资潜力和对 价值感的执着。另一边，根据最新出炉的统计局数据，2026年2月全国居民消费价格指数 同比上涨了1 . 3%，生活用品、教育文化等类目领涨，市场烟火气十足，消费活力正在回 升。 那么在快消品上消费者是怎样消费的？根据Wo rl d p a n e l消费者指数数据显示，2025年第四 季 度 的 快 消 品 户 均 花 费 金 额 相 较 于 去 年 同 期 整 体 上 涨 了 1.0% ， 其 中 户 均 购 买 量 增 长 了 3 . 1% ，价格下降了2 . 0%，但价格下降趋势正在逐步收窄。 从"买便宜"到"买得值"：精明玩家的价值发现 再看价格层面，就会发现整体快消品的通胀率为0.7%，并且这个 通胀趋势明显缓和 ，物 价进入平稳期。 消费者依然通过购买平替产品来控制钱包支出，但平替的趋势在2025年已经明显缓和。这 显示消费者重回对价值的追求，这是各个品牌方值得把握的机会。 品牌主：如何接住这一波"高频"红利？ 当消费者有了更高频的购物篮，想让他们在众多的选择中坚定地为 ...

中 国 媒 体 广 告 市 场 在 经 济 复 苏 和 技 术 创 新 的 推 动 下 ， 呈 现 稳 定 增 长 ， 广 告 触 点 也 日 益 复 杂。如何让广告的"品效协同"从理论走向实践，成为品牌亟待解决的课题之一。广告主对 户外广告的真实效果评估同样面临挑战： ● 数据割裂 ：曝光人群与购买转化人群难以匹配，无法还原从"看到广告"到"实际消费"的 真实链路。 ● 多触点干扰 ：消费者同时接触线上线下多种媒介，单一广告的贡献难以衡量，导致效果 归属模糊。 ● 评估局限性 ：传统方法依赖基础曝光量，缺乏全渠道转化指标，因此难以客观衡量户外 广告的价值。 要实现户外广告"品效协同"的真正落地，品牌需要科学的评估体系支持。 Wo rl dpa ne l消费者指数推出 消费者媒介影响力之户外媒体LBS加强版 ，以运营商基站定 位技术为核心，结合跨渠道购买行为数据，为户外广告提供透明化评估： ● 地理围栏精准锁定曝光： 基于广告点位划定地理围栏，实时捕捉目标人群的停留时长， 确保触达真实性。 ● 购买行为数据打通： 通过加密设备号匹配户外广告（及跨媒体）曝光，并打通同源样本 的全渠道购买记录，在复杂的媒介接触中 ...

正本清源：新周期下，媒介赋能品牌增长的机遇与挑战 渗透率是快速消费品市场拉动品牌增长的核心驱动力。Worl dp a n e l消费者指数 《2025年 全球品牌足迹报告》 揭示：渗透率驱动着全球约九成的品牌增长；在中国市场，这一规律 更为显著：9 8%的小品牌与81%的大品牌均依赖于渗透率的提升实现增长。 然而，当前市场正经历着结构性调整。Worl dpa ne l消费者指数的数据表明，快速消费品市 场增速已从2 0 1 4年的5 . 2%转向2026年0.9%的预测值；消费者年均购买品牌数从2015年的 9 7个跃升至2025年的11 0个。在消费者对品牌忠诚度稀释与消费行为碎片化的常态下，品 牌在进行媒介投放时，越发需要精准锚定渗透率：它既是撬动小品牌增长的支点，也是构 成 大 品 牌 增 长 的 基 本 盘 。 随 着 品 牌 规 模 的 发 展 ， 购 买 频 次 与 户 均 消 费 将 逐 步 释 放 协 同 价 值，最终形成以渗透率为基石、多力共振的科学增长模型。因此，媒介投放必须紧密链接 渗透力的变化与消费者行为的变迁。 循因施策：媒介增长力三角——科学量化媒介真实价值 作为国内唯一打通消费者 ...

Core Insights - The report titled "Made Local, Played Global" indicates that by 2025, local brands will account for nearly 79% of the sales share in the fast-moving consumer goods (FMCG) market in the Asia-Pacific region, up from 74% a decade ago [1][3]. Transformation of Asian Brand Operations - Asian brands have undergone a fundamental transformation in their operational methods, shifting from passive market responses to proactive demand forecasting through data and consumer insights, enhancing innovation and decision-making efficiency [3]. - Leading brands are focusing on product quality and brand building to strengthen consumer trust, which drives long-term growth [3]. - By integrating local insights with global strategies, many local brands have evolved from domestic leaders to global competitors, maintaining their local advantages and consumer trust through continuous innovation and clear strategies [3]. Key Capabilities of Successful Asian Brands - The report identifies five core capabilities that leading brands possess, with three particularly notable: - Agility as a core competitive advantage, enabled by a flat organizational structure and efficient decision-making processes, allowing quick responses to consumer needs and market changes [5]. - Digital capabilities are essential, with more companies utilizing predictive analytics and data systems to guide strategic direction, optimize market predictions, and deepen consumer interactions, thereby enhancing operational efficiency [5]. - Long-term brand building remains a strategic focus, with companies concentrating on product quality, brand mission, and consumer trust to solidify market positions for sustainable growth [5]. Future Development Trends for Asian Brands - Asian brands are poised for a new wave of growth opportunities, with ongoing advancements in data and technology aiding brands in accurately discerning consumer trends and accelerating market response times [6]. - Cultural resonance and consumer trust remain critical, as brands must integrate modern technological capabilities, deep local consumer insights, and clear brand missions to expand their influence and achieve long-term stable development [6].

Core Insights - The consumer index data from Worldpanel indicates that the sales of China's urban fast-moving consumer goods market will grow by 1.5% year-on-year in 2025, maintaining a stable development trend [1] - The contribution rate of final consumption expenditure to economic growth has reached 52.0%, an increase of 5.0 percentage points compared to 2024, making it the main driver of economic growth [2] - The retail market is experiencing a dual trend of "acceleration" and "braking," with retailers focusing on high-potential areas while optimizing existing resources [13][15] Market Performance - In 2025, the sales growth rate in the eastern and northern regions will exceed the overall growth rate, with lower-tier cities showing a sales growth rate of 1.9%, indicating ongoing potential in the sinking market [1] - The beverage and food categories are leading growth, with annual sales increasing by 3.6% and 3.1% respectively [1] - The modern channel sales in urban areas will see a slight decline of 0.3% in 2025, with small supermarkets capturing the demand for daily household consumption [4] Retailer Dynamics - Walmart has surpassed the Gao Xin Retail Group, with its Sam's Club maintaining rapid sales growth, increasing its market share in modern channels by 1 percentage point compared to the previous year [4] - The top ten retailers are experiencing a continuous decline in market share, with a 0.7 percentage point drop in modern channels [5] - Local retailers like Anhui Hejiafu and Hubei Huangshang are maintaining their market share in modern channels, showcasing their competitive edge [8] Consumer Behavior Trends - The consumer demand is diversifying, with new consumption scenarios emerging, particularly in out-of-home dining, which is expected to see a 6% year-on-year increase in customer flow in 2025 [2] - The penetration rate of the pre-positioned warehouse model has reached 9%, a year-on-year increase of 2.2 percentage points, indicating a shift in consumer shopping habits towards instant delivery [10] - The retail industry is evolving towards a "near-field optimization and far-field expansion" model, focusing on precise consumer engagement and comprehensive coverage [9] Strategic Shifts - Retailers are increasingly focusing on developing private labels, with the penetration rate of private brands reaching 56.8%, up over 11 percentage points from the previous year [14] - The discount retail format remains popular among consumers, with penetration rates for bulk snack stores and discount stores increasing by 4.8 and 2.9 percentage points respectively [14] - The integration of online and offline channels is deepening, with platforms like Taobao and JD.com transforming into comprehensive service platforms [17][18] Future Outlook - The retail market is expected to continue its dual path of "acceleration" and "braking," with ongoing adjustments and optimizations [15] - The focus will shift towards building emotional connections with consumers and enhancing demand response efficiency, moving from merely meeting needs to anticipating them [11][12] - The competition in the retail sector will become more complex and diverse, requiring brands and retailers to innovate and enhance service experiences to maintain competitive advantages [20][21]

Group 1 - The core viewpoint of the article highlights a growing trend of self-love among consumers, reflected in their spending on health, quality, and self-expression products [1][2] - The "self-love" mindset is increasingly influencing purchasing decisions, moving from online discussions to actual shopping behaviors, particularly in categories like personal care and health beverages [1][2] Group 2 - In the personal care sector, liquid soap is experiencing significant growth, with sales expected to increase by 55% by 2025, driven largely by high-income new middle-class consumers [4] - The primary consumer demographics for liquid soap include young families and older households, with a focus on health protection and convenience [4] - The body care segment is seeing a notable rise in scented products, with double-digit growth for body lotions that offer emotional experiences [4] Group 3 - Consumers are becoming more discerning in their beverage choices, with 46% regularly checking ingredient labels and nutritional information, indicating a shift towards valuing transparency and real value [6] - The low-temperature yogurt market is witnessing a decline in consumer trust regarding health claims, necessitating brands to adopt clearer communication and professional endorsements [6] Group 4 - Beer consumption is growing in both home and out-of-home markets, with home consumption driven by heavy drinkers seeking quality and value, while younger consumers are pushing for a more social and relaxed drinking experience [7] Group 5 - In the beauty sector, consumers are making more informed choices based on specific scenarios, with different skincare needs for morning and evening routines [9] - Medical beauty consumers spend approximately 1.4 times more on skincare than non-medical beauty consumers, showing a preference for high-efficacy products [9] Group 6 - The approach to self-love varies by life stage and household structure, with single young adults favoring a "prudent" purchasing model focused on quality and value [11] - Older households show a strong preference for essential goods and health products, with a notable demand for quality in their purchases [11]

Core Insights - The Chinese fast-moving consumer goods (FMCG) market is entering a phase of refined growth focused on structural adjustments by 2025, with "value deepening" becoming a central theme for companies to navigate challenges [1] - The trend of "value-for-money" is evolving, with consumers increasingly weighing quality against price, leading to a rise in local brands capturing market share from foreign brands [4][5] Market Trends - By 2024, local brands have achieved a market share of 76% across 27 tracked FMCG categories, with significant internal category differentiation observed [5] - High-end categories like premium facial tissues and bottled water are experiencing sales declines, while private label and own-brand products are gaining traction [5] - The demand for health-oriented products is driving innovation, with juice categories seeing a 19.2% sales growth due to health-focused attributes [14] Consumer Behavior - The report highlights a shift in consumer purchasing behavior towards "smart consumption," where the balance of quality and price is crucial in decision-making [5] - The increasing prevalence of single-person households is influencing product development, with tailored offerings for different daily scenarios gaining popularity [10] - Younger consumers are driving growth in categories like beer, seeking experiences that provide a sense of relaxation rather than traditional social drinking [10] Channel Dynamics - The retail landscape is transforming, with new retail formats like warehouse membership stores and discount stores showing significant growth rates of 40% and 92% respectively [18] - Online shopping dynamics are also evolving, with social and value-based e-commerce platforms like Douyin and Pinduoduo capturing over 40% of FMCG e-commerce sales [18] - Private label brands are becoming a significant growth force, with an average annual growth rate of 44% over the past two years, accounting for 2% of overall FMCG sales by Q3 2025 [22] Innovation Focus - Innovation in the FMCG sector is shifting from broad offerings to targeted solutions addressing health and emotional needs, with a focus on high-value products [14] - The survival rate of new products is low, with only 22% lasting over a year, emphasizing the need for rapid insights and effective evaluation in product development [14]