2025中国零售渠道演变趋势-Nielsen

Group 1 - The overall market for fast-moving consumer goods (FMCG) in China showed a recovery with a sales growth of 3.8% from January to November 2024, compared to 1.4% in the same period of 2023, driven by a 10.8% increase in online channels and a slight decline of 0.7% in offline channels [1][10][11] - Emerging retail formats such as content e-commerce, discount e-commerce, membership stores, and snack shops experienced significant growth rates of 31%, 35%, 25%, and 20% respectively, while traditional formats like hypermarkets and baby stores faced declines of 10%, 11%, and 7% [1][2][3] - The trend of consumer demand is diversifying, with price sensitivity, experiential needs, and immediacy driving the evolution of retail formats, such as discount supermarkets gaining traction due to price advantages [1][4] Group 2 - The retail channel structure is evolving in three main directions: small-scale formats, fresh produce focus, and discount-driven strategies [4][24] - Small-scale formats are becoming mainstream, with community stores accounting for 52% of modern channels in 2024, up from 46% in 2020, and new store openings increasingly targeting lower-tier cities [1][16][21] - Fresh produce is becoming a core category for supermarkets, with 43% of shoppers visiting hypermarkets for fresh fruits and vegetables, and the growth rate of fresh produce stores significantly outpacing that of other formats [2][38][41] Group 3 - The expansion of discount formats is driven by consumer demand for value, with discount e-commerce and snack shops leading in growth rates [3][4] - Traditional channels are responding by selectively lowering prices on key categories, such as a 12% drop in the average price of packaged eggs and a 25.7% decrease in frozen dim sum prices, while also enhancing their own brand offerings [3][4] - A significant portion of consumers (66%) are willing to spend more on convenience products, and 82% prioritize health attributes in their purchasing decisions [3][4] Group 4 - Key drivers of the retail landscape evolution include demographic changes (urbanization, aging population, smaller households), economic cycles (consumer confidence index at 86.2, down 0.7), and technological advancements (AI and big data optimizing supply chains) [4][19][23] - Looking ahead to 2025, the retail industry should focus on refining differentiated demands, balancing value and price, and enhancing sales quality and efficiency [4][19] - The shift from scale expansion to refined operations is evident, with a focus on innovative formats and deep consumer demand integration to explore sustainable growth paths [4][19]