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2012年中国经济环境和快消品市场增长速度双双放缓,仍然保持着高速增长的下线城市(县级市和县城)因而吸引了越来越多的目光。中国经济高速增长的宏观环境逐渐过去,房租等成本上涨和新的零售模式的冲击使得更多的生产制造商和零售商开始认真地思考他们的下线城市战略。全球领先的消费者购买和使用洞察市场研究机构Kantar Worldpanel对于全国40000家庭样本购物行为的最新研究表明,下线城市不论是品类扩展,渠道发展还是制造商的成长模式都独具特色:中、小、本土化是下线城市的热门关键词。
In 2012, both the economic environment and the market for fast-moving consumer goods in the PRC slowed down. Both cities (county-level cities and county-level cities), which maintained rapid growth, attracted more and more attention. The macroeconomic environment of China’s rapid economic growth is gradually over. The rising costs of renters and the impact of the new retail model have led more manufacturers and retailers to think seriously about their offline city strategy. Recent research by Kantar Worldpanel, the world’s leading consumer buying and consumer insight market research agency, on the nation’s 40,000 family-based sample shopping activity shows that offline cities are unique in terms of category expansion, channel growth, and manufacturer growth patterns: medium and small , Localization is a popular keywords for offline cities.