【2025美好生活高峰论坛】Worldpanel消费者指数大客户总监刘建永：新消费浪潮下的快消品市场变革与升级路径

Core Insights - The forum highlighted the transformation of the fast-moving consumer goods (FMCG) market in China amid a dual-cycle economic context, indicating new growth opportunities and consumer trends despite a slowdown in market growth [1][2]. Market Adjustment Under Dual-Cycle Context - The annual growth rate of China's FMCG market has decreased from over 5% to 2% over the past decade, influenced by a slowdown in GDP growth and a decline in natural population growth [2]. - Changes in consumer behavior are notable, with a 40% increase in the number of purchasing channels compared to ten years ago, leading to intensified competition in the industry [2]. - Consumers are shifting from bulk buying to on-demand purchasing, necessitating a reevaluation of supply chain management and product innovation strategies by companies [2]. Channel Reconstruction of Consumption Landscape - Three major trends in channel transformation were identified: growth in lower-tier cities, explosive growth in instant retail, and the rise of out-of-home consumption scenarios [3]. - The growth rate in county and town markets significantly outpaces that of first-tier cities, with a shift from large supermarkets to smaller, more localized retail formats [3]. - Instant retail services, such as 30-minute delivery, are rapidly penetrating the market, while out-of-home consumption in tourism, dining, and sports venues is becoming a new growth driver, with notable increases in customer traffic [3]. Consumer Segmentation Driving New Consumption Logic - Changes in population structure are releasing new consumption potential, with distinct trends in the single-person economy and the silver economy [4]. - One-person households focus on emotional value consumption, leading to significant growth in categories like pet spending and ready-to-eat products, while the silver demographic is divided into pre-silver (ages 45-60) and silver (60+) groups, each with different consumption needs [4]. - Health-related demands vary across age groups, indicating a need for companies to develop precise consumer profiles and product matrices [4]. Cultural Confidence Leading to Domestic Brand Revival - Domestic brands are experiencing a resurgence, gaining market share even in traditionally foreign-dominated sectors like infant formula and cosmetics, by integrating traditional Chinese medicine and cultural elements [5]. - Successful examples include collaborations with cultural symbols and innovative product offerings that resonate with consumers' emotional connections [5]. - The practice of cultural empowerment is diverse, with brands leveraging cultural narratives to enhance brand value and consumer engagement [5]. Strategic Upgrading Paths in Response to Market Changes - Companies are encouraged to focus on outdoor consumption scenarios, target the silver and single-person economies, and enhance cultural empowerment through health concepts and IP collaborations [6]. - The evolution of health demands permeates all trends, reflecting consumers' dual pursuit of physical and mental well-being [6]. - Companies that effectively adapt to scenario alignment, consumer segmentation, and cultural empowerment are likely to gain a competitive edge in the evolving FMCG landscape [6].