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Kantar Worldpanel Bain jointly issued the "2013 China Shopper Report"

2013/7/22      view:
Today, the world's leading market research firm Kantar Worldpanel joint management consulting firm Bain & Company (Bain & Company) jointly issued a new "2013 Chinese shoppers report." The report shows that attract, retain and replace as many shoppers is the key to build big brands. Although consumer loyalty for infant formula, baby diapers and other categories is very important, but the report found that the market penetration (at least once a year buy a particular brand of dividing the number of consumers in the relevant market the total number of consumers) is to promote market share is growing most important factor.
Low frequencies income shoppers affect the brand
"2013 China Shopper Report" is a Bain & Company and Kantar Worldpanel consumer shopping behavior for China's second collaboration. Research team for the nearly 2,000 cities across China 40,000 consumers with a professional scanner, the actual real-time tracking their daily purchases, and analysis of relevant data in order to understand the buying behavior. "We discussed based on a true shopper shopping behavior derived view," Kantar Worldpanel China Yu Jian, general manager said, "Just like last year, we found that different categories of 'multi-brand preference' and 'brand loyalty behavior 'tendency to vary, showing a continuous distribution of the phenomenon. "Indeed, this year's 26 categories of behavioral tendencies with the 2012 annual report of the results of the analysis remain exactly the same.
"Although Chinese shoppers buy more than one brand in each category, they are still in all categories showed highly predictable shopping behavior on this point, the Chinese shopper's behavior elsewhere in the world shopper behavior is consistent. "Bain consumer products, retail and luxury goods business chairman and the study's lead author Bruno Langner says.
The report finds that the penetration rate than the leading brands in their top 20 brands category average permeability of about 3-10 times higher. Top 20 leading brands and brand penetration of the gap between them is far greater than between purchase frequency and repeat purchase rate gap. More importantly, we found that low-frequency shoppers (twice a year to buy a particular brand or less) revenue for the brand is critical. These low-frequency shoppers shopper base about various brands of 60-70%, 20-55% contribution to revenue.
For most categories, the brand has a high penetration rate also usually have a higher frequency of purchase and repeat purchase rate. "It looks like a niche brand brand may be just a small brand. Expectations by locking a small part of the consumer, turning them into high-frequency or shopper loyalty, thereby creating a strong brand, this idea is unrealistic for this was not a shopper's shopping habits, "Bruno said Mr. Langner," China wants to build a strong brand, companies need to sell as many shoppers products. "
Increased permeability is to promote the growth of the most crucial factor brand
Reports said that although penetration lies in establishing brands, but shoppers base is not static, shoppers may soar to churn a very high value. "Any brand, regardless of size, are not stable base their shoppers." Bruno, Mr. Langner added, "penetration is the first one, but the penetration rate will continue to decrease." Therefore, for an expected growth of the brand words, addition of new customers every year to fill the vacancy caused by the loss of customers is a must, which further emphasizes the importance of permeability. On average, from the loss of income shoppers about the top five brands each category of revenue in 2011 from 20 to 50%. Likewise, these brands in 2012 added 40-80% of shoppers, while revenue from this part of the population is reached Brands 2011 revenue 35-80%.
In addition, given that most shoppers interact with the brand less (ie, frequency of purchase, repeat purchase rate is low), the report recommends consumer goods enterprises should increase investment in each shopper shopping attract them. Want to achieve growth, major companies not only need each year to attract new shoppers also need to take advantage of new shoppers to replace last year's shoppers. The flow phenomena, according to the report, to promote the brand growth explains why most important factor to improve the penetration. Not only can help the brand penetration of each brand revenue base from most of the contribution at low frequencies buyers earn income through regular addition of new customers to fill the loss of customer shopper base caused by the "gap", but also can improve the frequency and repeat purchase purchase rate.
Brand Marketing Strategy Implications
"The staff report for the purpose of marketing the most important lesson is to improve understanding of the obstacles faced penetration and answer 'why consumers do not buy our brand' of this issue." Kantar Worldpanel Yu Jian, general manager of China Summary: " For the Chinese market, we believe that with the highest value of consumer research should concentrate on those who have not yet become our client's consumer groups, rather than those of existing customers. invest in these groups, marketing personnel to be able to get the maximum in return. "
"Brand just by virtue of the strong growth in the category where the rapid growth days are gone, which is particularly evident in the first-tier cities," Bruno Langner said, "and other more mature markets, the Chinese market brand development market share growth will be derived from our study still has far-reaching implications, the relevant point of view will help marketers develop a reasonable strategic decision. "
Any brand to be successful, we must first understand where the category of multi-brand preference or brand loyalty behavioral tendencies. Brand marketers can use these findings to determine ways to increase brand penetration. As stated in the report, the most effective way to establish penetration is much more likely to determine the category or the brand loyalty, brand preference behavior behavior:
Advertising focus adjustment should be based on behavioral tendencies: For multi-category brand preference behavior, prompting consumers when shopping can think of a brand; category for brand loyalty behavior, consolidate and enhance consumer brand preference? For multi-brand preferences behavior, the main purpose is to create innovative new consumer applications, and gaining new customers; category for brand loyalty behavior, innovation is the introduction of more high-end products, prompting the consumer to upgrade all shoppers realize? For multi-brand preference behavior category, store displays and marketing should focus on improving the brand's in-store activity; For brand loyalty behavior categories, brands should focus on maintaining the activity of the main shelf