2024年三四线城市消费增速超过一二线城市 贝恩：2025年“消费平替”趋势延续

Core Insights - The report indicates a slowdown in the overall sales growth of China's fast-moving consumer goods (FMCG) market, with a projected growth of only 0.8% in 2024, driven by a 4.4% increase in volume but a 3.4% decrease in average prices [1][12] - The trend of "consumption alternatives" is prominent, with significant price reductions observed, particularly in 2024, marking the largest decline in average prices over the past four years [1][12] - The consumption growth rate in third- and fourth-tier cities is outpacing that of first- and second-tier cities, indicating a shift in market dynamics [1] Market Performance - In 2024, the community group buying platform experienced a 17.0% decline in sales, reflecting increased competition from discount stores and other emerging business models [2][6][7] - The overall market share of e-commerce and offline channels remained stable, but internal dynamics shifted, with grocery stores and supermarkets performing better than the market average, particularly in lower-tier cities [3][4] - Warehouse membership stores showed resilience with a growth rate in average purchase frequency of 1.6%, despite a 6.5% drop in average transaction value [4] Brand Dynamics - The competition among brands remains intense, with over half of the tracked categories seeing the top five brands lose market share [8] - Local brands have significantly increased their market share, reaching 76% by 2024, as they continue to outperform foreign brands [8] Consumer Behavior - The primary factor influencing household spending is product selection, with consumers increasingly seeking economical alternatives across various categories [12] - High-end products in categories like juice and coffee have seen growth due to innovation and rising consumer demand for quality [12][13] - Promotional activities have less impact on consumer purchasing behavior, as consumers are now more discerning and focused on value for money [13]