尼尔森-中国消费市场科技生态白皮书+全球突破性创新白皮书-2023.pdf

2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.全球消费者大会(中国南沙)暨国际消费中心城市（广州）发展论坛 2023 Nielsen Consumer LLC.All Rights Reserved.2 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.3 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.4 2023 Nielsen Consumer LLC.All Rights Reserved.5 2023 Nielsen Consumer LLC.All Rights Reserved.6 2023 Nielsen Consumer LLC.All Rights Reserved.72022 Apr 2021 Mar 2020 Sep 2023 Nielsen Consumer LLC.All Rights Reserved.8 2023 Nielsen Consumer LLC.All Rights Reserved.9 2023 Nielsen Consumer LLC.All Rights Reserved.1033%对所在行业的增长持有乐观态度53%对自己所在企业的增长持有乐观态度受访中国CEO们对所在行业表现的预估 2023 Nielsen Consumer LLC.All Rights Reserved.11 2023 Nielsen Consumer LLC.All Rights Reserved.12 2023 Nielsen Consumer LLC.All Rights Reserved.13 2023 Nielsen Consumer LLC.All Rights Reserved.140.5%0.5%0.6%0.9%1.0%201720182019202020218%49%38%4%2023 Nielsen Consumer LLC.All Rights Reserved.15从产业从产业造就造就人类迄今为止工业门类最齐全现代化产业体系人类迄今为止工业门类最齐全现代化产业体系从需求从需求造就中国未来数十年都可以不断深挖的需求潜力造就中国未来数十年都可以不断深挖的需求潜力从人才从人才中国的工程师人数之巨大，史无前例中国的工程师人数之巨大，史无前例 2023 Nielsen Consumer LLC.All Rights Reserved.16 2023 Nielsen Consumer LLC.All Rights Reserved.17 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.18 2023 Nielsen Consumer LLC.All Rights Reserved.1950%46%68%43%10%2023 Nielsen Consumer LLC.All Rights Reserved.2024%25%27%27%27%32%2023 Nielsen Consumer LLC.All Rights Reserved.21理性实用、注重性价比环保节能，科技升级76%24%65%35%44%38%32%31%26%17%6%2023 Nielsen Consumer LLC.All Rights Reserved.22线上触媒，线下体验，关注品牌社群77%51%49%48%20%15%13%2023 Nielsen Consumer LLC.All Rights Reserved.23线上线下融合，线下购物回暖 2023 Nielsen Consumer LLC.All Rights Reserved.24智能化购物体验，助力未来解决真实痛点 2023 Nielsen Consumer LLC.All Rights Reserved.25高频率，碎片化渗透生活场景沉浸式体验与更多定制化内容 2023 Nielsen Consumer LLC.All Rights Reserved.26元宇宙的广阔前景 2023 Nielsen Consumer LLC.All Rights Reserved.27无关年龄，爱美之心皆有 2023 Nielsen Consumer LLC.All Rights Reserved.28理性种草，适合最重要 2023 Nielsen Consumer LLC.All Rights Reserved.29 2023 Nielsen Consumer LLC.All Rights Reserved.30 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.31 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.O132 2023 Nielsen Consumer LLC.All Rights Reserved.自2012年奖项创立以来，由尼尔森IQ推动举办的这一奖项已发展成为全球范围内备受推崇的消费品领域年度大奖，获得了广泛的行业认可。该奖项在北美的相关报告已累计发行4万多份，经由100多家媒体报道，也进一步为尼尔森IQ在消费品领域的产品创新奠定前沿的领导者地位。33十多年来，尼尔森IQ BASES突破性创新榜单一直是认可快速消费品(FMCG)领域创新和全球成功的黄金标准。该榜单以尼尔森IQ长期追踪的零售数据为基础，对每年在全球上市的新品，围绕上市后销量在品类中领先并持续增长，上市18个月内铺货保持增长或维持稳定铺货、上市第一年对母品牌带来净增长及是否为消费者带来独特体验这三大维度进行多轮分析筛选，最终评出的获奖产品。针对不同品类进针对不同品类进行行第一轮筛选第一轮筛选第二轮筛选挑选第二轮筛选挑选出出突破性创新产品突破性创新产品 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.O234 2023 Nielsen Consumer LLC.All Rights Reserved.35800 41%18%25%8%8%2023 Nielsen Consumer LLC.All Rights Reserved.36 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.37 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.38诞生诞生 2023 Nielsen Consumer LLC.All Rights Reserved.391290%受访者认为“名称是有创意的”受访者认为“口味独特”72%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.40 2023 Nielsen Consumer LLC.All Rights Reserved.41Brawny Tear-A-Square81%78%2023 Nielsen Consumer LLC.All Rights Reserved.4281%77%88%82%2023 Nielsen Consumer LLC.All Rights Reserved.432.03.088%81%Cadbury Darkmilk85%/91%84%/91%2023 Nielsen Consumer LLC.All Rights Reserved.44KIT KAT DUOS 2023 Nielsen Consumer LLC.All Rights Reserved.4584%75%82%64%84%81%2023 Nielsen Consumer LLC.All Rights Reserved.46123Heineken 0.0202177%74%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.47 2023 Nielsen Consumer LLC.All Rights Reserved.4812377%75%12385%74%2023 Nielsen Consumer LLC.All Rights Reserved.4977%73%88%78%2023 Nielsen Consumer LLC.All Rights Reserved.50GORDONS 0.0%Alcohol Free Spirit2022Dr.Oetker High Protein Pudding 202293%82%2023 Nielsen Consumer LLC.All Rights Reserved.51Febreze Bathroom Air Freshener2021Sensodyne Sensitivity&Gum 2021 2023 Nielsen Consumer LLC.All Rights Reserved.52 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.O353 2023 Nielsen Consumer LLC.All Rights Reserved.544.6%7.7%5.7%10.8%5.7%2023 Nielsen Consumer LLC.All Rights Reserved.55食物如何从工厂/农场运到我的餐桌？这些动物是否得到了合乎道德的对待？工人是否得到公平对待？我吃的食物到底含有什么？制造商是否支持我的社区和当地事业？食物在哪里种植或制作？食品信息透明化表现 2023 Nielsen Consumer LLC.All Rights Reserved.5674%74%56%50%50%2023 Nielsen Consumer LLC.All Rights Reserved.57 2023 Nielsen Consumer LLC.All Rights Reserved.58 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.59 2023 Nielsen Consumer LLC.All Rights Reserved.60 2023 Nielsen Consumer LLC.All Rights Reserved.61 2023 Nielsen Consumer LLC.All Rights Reserved.62 2023 Nielsen Consumer LLC.All Rights Reserved.63 2023 Nielsen Consumer LLC.All Rights Reserved.64 2023 Nielsen Consumer LLC.All Rights Reserved.65 2023 Nielsen Consumer LLC.All Rights Reserved.66 2023 Nielsen Consumer LLC.All Rights Reserved.67 2023 Nielsen Consumer LLC.All Rights Reserved.68Good Idea+Good Product+Good Activation=Success