揭秘渠道内购物路径，抢赢消费者买单时刻！

Core Insights - The article emphasizes the dual transformation of consumer shopping behavior in China's fast-moving consumer goods (FMCG) market, characterized by channel fragmentation and diversified demand, with "multi-channel seamless switching" and "instant consumption" becoming the new norm [1] Group 1: Consumer Decision-Making - A study on beverage purchases revealed that only 29% of consumers had decided on a specific product before entering the store, indicating that over 70% made their final decision in-store [2] - The shopping path of consumers is influenced by various factors, including in-store brand shelf displays, promotional formats, staff guidance, and online platform recommendations [4] Group 2: Consumption Scenarios - More than 80% of consumers complete their consumption within 24 hours of purchase, highlighting that channels serve not only as transaction points but also as hubs for triggering and satisfying demand [6] Group 3: Brand Strategies - Brands need to optimize product combinations and communication strategies based on different channel consumption paths, product preferences, and scenario demands to enhance conversion rates and reduce sales costs [9] - The Worldpanel Consumer Index has introduced a "Trigger Choice" solution to provide insights into consumer decision-making paths through real purchase records and real-time surveys conducted within 24 hours [9]