1、2024.062024 Kantar O2O Instant Retail White Paper(Teaser)Table of contentDISCOVER industry landscape,channel uniqueness,and market trendsDEEP-DIVE shopper portrait,shopping behavior,and growth opportunitiesDECODE winning formulas from five pillars and showcase best practiceAuthors and Kantar Consult

2、ing instant retail solutions for brands2Market Overview1Retail market:Chinas consumer goods market is growing steadily,and the O2O market in China has shown resilient development,leading the growth in the online eCommerce sector2017-2024E Overall Consumer Goods Market Size12017-2024E Online Consumer

3、 Goods Market Size22017-2024E O2O Market SizeO2O is estimated to account for 12%of the total retail market in 2024E vs.11%in 202334,733 37,778 40,802 39,198 44,082 43,973 47,150 49,743 201720182019 2020 20212022 2023 2024E5,481 7,020 8,524 9,759 10,804 11,964 13,017 14,632 201720182019 2020 20212022

4、 2023 2024E1,243 1,778 2,382 2,628 3,316 4,311 5,216 6,155 201720182019 2020 20212022 2023 2024E17-24E CAGR:+5%17-24E CAGR:+15%17-24E CAGR:+26%Unit:CNY Billion1.Total Retail Sales of consumer goods refer to the number of physical goods sold by enterprises(units)to individuals and social groups for n

5、on-production and non-business purposes,as well as the amount of revenue obtained from the provision of food and beverage delivery/catering services2.National online retail sales of physical goods refer to the number of retail sales of goods achieved through public online trading platforms(including

6、 self-built websites and third-party platforms)Source:National Bureau of Statistics,desktop research,expert interview,Kantar Consulting analysis423-24E YoYChannelFeaturesPlatformExamples(non-exhaustive)To-home+21%Order online,and deliver directly to doorTo-store+11%Purchase online first,experience o

7、ffline later66%60%54%44%37%31%29%27%34%40%46%56%63%69%71%73%20172018201920202021202220232024EO2O market:In the post-pandemic era,the O2O channel is gaining ground,and instant consumption has integrated into all aspects of Chinese shoppers daily livesSource:desktop research,expert interview,Kantar Co

8、nsulting analysis5,2161,7782,3822,6283,3164,3116,155Total O2O market size and growth rateUnit:CNY Billion1,24317-20 CAGR:+28%21-24E CAGR:+23%52017-2024E To-home O2O Market Size and Growth RateInstant retail:Instant retail is the main growth driver of the to-home O2O market,and it has become a must-w

9、in market for brandsSource:desktop research,expert interview,Kantar Consulting analysis87%83%80%75%68%66%66%65%13%17%20%25%32%34%34%35%20172018201920202021202220232024E3,7297111,0961,4702,1012,9834,50042917-20 CAGR:+51%21-24E CAGR:+29%17-20 CAGR21-24E CAGRInstant retail+88%+32%Food delivery&to-home

10、service+44%+27%Unit:CNY Billion6Instant retail category landscape:The demand for instant consumption continues to expand,leading to continuous growth in FMCG,while the potential of long-tail categories follow suitNote:1.Others include apparel/footwear,outdoor products,household products,3C products,

11、car accessories,etc.Source:desktop research,expert interview,Kantar Consulting analysisFresh foodsFMCGHealthcareOthers123-24E YoY19-24E CAGR:+48%Instant retail category sales breakdownUnit:CNY BillionFresh foodsFMCGHealthcareOthers+17%+35%+15%+37%50%50%47%46%44%41%40%35%31%27%31%34%7%13%20%21%20%19%

12、2%2%2%6%6%6%201920202021202220232024E1,0082193686721,5631,2709113638277Summary of the latest instant retail market development trendsSource:Kantar Consulting analysis1.Have higher channel penetration and a more diversified audience 2.Yearn for a one-stop shopping and immersive experience3.Lean more

13、into occasion-based multi-dimensional needs1.Continue to drive digitalization to increase efficacy2.Face fiercer competition with Douyin joining the arena 1.Unearth new potential via precise operation2.Uplift the strategic importance of instant retail business1.Invest more in dark warehouse operatio

14、n 2.Focus on DTC development to co-create strategy with brandsShopperPlatformBrandRetailer8done00.20.40.60.811.20%10%20%30%40%50%60%70%80%90%100%Trend I:The segmentation of instant retail shoppers intensifies,further enhancing penetration among different demographicsNote:1.Urban GenZ in this survey

15、are shoppers aged from Tier 1/2/3 citiesSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 instant retail shopper survey,desktop research,Kantar Consulting analysis12%19%24%31%14%18-24 y/o25-30 y/o31-35 y/o36-45 y/oOver 46 y/oInstant retail covers diverse demographics

16、,especially within XX groupsInstant retail is gradually penetrating different demographics Shoppers aged XX accounting for 55%of the overall instant retail shoppers,with a 5%increase compared to 2023The XX demographic is becoming the main consumer force in the instant retail channel+5%vs.202355%Purc

17、hasing power25%HighLowThe penetration rate of instant retailUrban Middle-class Small-town YoungstersUrban Blue-collarSmall-town Middle-aged&ElderUrban GenZUrban White-collarUrban ElderlyGroups with the highest penetration rate in instant retail platformsShopper segmentation deepens,with XX and XX be

18、ing the core groupsModel MotherUrban Middle-class 22%Model Mother21%Urban White-collar19%Urban GenZ113%5%ShopperBrandPlatformRetailerXX demographic 9Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 instant retail shopper survey,Kantar Consulting 2024 instant retail

19、shopper FGD,desktop research,Kantar Consulting analysisMore than just timely delivery,shoppers now also demand product richnessHaving already satisfied their immediate needs through efficient delivery,shoppers now have higher expectations for product availability and diversity.Therefore,they pay mor

20、e attention to:Realize one-stop shopping needs33%Has variety of categories available29%+6%vs.2023+1%Shoppers increasingly seek immersive shopping experiences86%of shoppers hope to have a seamless and smooth shopping experience on instant retail platforms“The(instant retail)platform has a wide range

21、of products,and you can buy everything for the whole family in one go.They have everything.”Ms.Shen,Shanghai instant retail shopper,38 y/oThey have a wide variety of products,including food,daily necessities,and even electronic devices.Ms.Che,Shanghai instant retail shopper,23 y/oShoppers are increa

22、singly looking for an integrated shopping experience,driving platforms and brands to continue evolving operational processes and touchpointsIntegrated shopping experienceBefore PurchaseDuring PurchaseAfter PurchasePrecise recommendationInstant update of inventoryAlternatives for out-of-stockReal-tim

23、e trackingReminders of discountAfter purchase follow-up ShopperBrandPlatformRetailerTrend II:The reasons for shoppers choosing instant retail have shifted from immediate delivery service to one-stop product purchase”,pursuing immersive experiences10Home/office OccasionRoutine top upDo not want to go

24、 outPrepare for the day/next dayThe product purchased is too heavy Urgent purchaseSocial OccasionShare with colleaguesPurchase for parents/friends remotelyOutdoor OccasionLast-minute buy for business trips/travelsSudden needs during shopping/walkingLast-minute buy for outingsPre-planned purchase for

25、 outingsSocial OccasionUrgent needs for parties/team buildingPurchase gifts in advance for visitingTrend III:The consumption occasions of instant retail shoppers have covered various everyday scenarios,with increased segmentation that transcends beyond time and spaceSource:Kantar Consulting 2024 ins

26、tant retail shopper survey,desktop research,Kantar Consulting analysis0:0018:0022:0012:00Segment-ation010203Late-night OccasionA product that suddenly wants to buyNearby stores are closed and can only order products on the instant retail platformInconvenient or didnt want to go out at nightHome/offi

27、ceTime of day6:00OutdoorOccasionTimeSpaceUrgent needs are no longer the sole driver of instant retail.With various combinations of time,space,and occasions,shoppers are building multi-dimensional occasionsOccasions are becoming more diverse and multi-dimensionalShopperBrandPlatformRetailer11Shopper

28、Insight2Sample size and coverageSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2024 instant retail shopper FGD,Kantar Consulting analysis,Kantar Consulting analysisQuantitive ResearchQualitative Research12 2CitiesSample size:City coverage:Shanghai:6shoppers，1FGDWuxi:6s

29、hoppers，1FGD2,000 337 CitiesSample size:City coverage:Tier 1:4 citiesNew Tier 1:15 citiesTier 2:30 citiesTier 3:70 citiesTier 4 and below:218 cities13Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisShopper Portrait:Gender Age Marriage,children Monthly income Eig

30、ht consumer segments Reason to buy Time of order Basket size and frequency Category preference Purchase frequency by category Cross-category purchaseWhy:Shopping mission Purchase situation Category needsWhere:Purchase occasion Purchase locationInstant retail shopping journeyHow:Store type selection

31、Interactive behavior Price comparison Promotion/marketing preferenceMarketing touchpoints:Online touchpoints Off-site touchpointsShopping experience:Delivery efficiency Product condition Product variety After-sales service Promotion Price Membership system Purchase experience Store variety and cover

32、age Unmet need WHOBefore purchaseDuring purchaseAfter purchase14Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisShopper Portrait:Gender Age Marriage,children Monthly income Eight consumer segments Reason to buy Time of order Basket size and frequency Category pr

33、eference Purchase frequency by category Cross-category purchaseWhy:Shopping mission Purchase situation Category needsWhere:Purchase occasion Purchase locationInstant retail shopping journeyHow:Store type selection Interactive behavior Price comparison Promotion/marketing preferenceMarketing touchpoi

34、nts:Online touchpoints Off-site touchpointsShopping experience:Delivery efficiency Product condition Product variety After-sales service Promotion Price Membership system Purchase experience Store variety and coverage Unmet need WHOBefore purchaseDuring purchaseAfter purchase15Shopping journey befor

35、e purchaseShopping journey during purchaseInstant retail shopper portraitShopper profile:Married women with children are the core audience of instant retail.Its main shoppers have expanded to XX,esp.in high-tier citiesSurvey Questions:1)S1.What is your gender?Single choice;2)S2 How old are you?fill-

36、in-the-blank;3)S5.Which of the following best describes your marital status?Single choice;4)S6.What is your monthly household income?Single choice;5)D1.What is your occupation?Single choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 O2O shopper survey,Kantar Co

37、nsulting 2021 instant retail shopper survey,Kantar Consulting analysis.16Shopping journey after purchaseGender79%Married21%UnmarriedFemale59%74%26%With child/childrenNo child41%Male4%93%StudentUnemployedEmployed2%ChildrenMarriageOccupationAge11%8%13%25%25%31%23%25%24%27%23%19%13%19%12%202120232024Ov

38、er 4636-4531-3525-3018-24Household income4%8%31%30%27%￥25k32.935.132.355%of shoppers are aged XX y/o,who shop for themselves and other family members in the instant retail channelsvs.Tier 1 XX%vs.New tier 1 XX%Avg.age16Reason to buy:With the upgrade of shoppers needs,the reason why they choose the p

39、latform expands from efficient delivery to wanting a more abundant and diverse product selectionSurvey Question:1)A5a.What is the main reason for you to choose instant retail to buy products?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysis46%43%33

40、%31%29%19%12%12%Deliver directly to the doorFast delivery speedRealize one-stop shoppingEasy to find what I wantHas variety of categoriesFreshly produced productLots of offline in-store advertisingFan of specific merchantsMarketplace model is advanced in XX and XX,while self-run retailers are more X

41、XQ.What is the main reason to choose instant retail?vs.MarketplaceSelf-run Retailers Deliver directly to the door Fast deliveryStrong delivery capacity01 Realize one-stop shopping Have variety of categoriesOne-stop shopping02 Easy to find what I wantConvenient operation03 Lots of offline in-store ad

42、vertisingOmnichannel synergy01 Fan of specific retailers Freshly produced productQuality assurance02Reliable retailers03+9%+6%+5%+6%+7%+5%+4%+3%+xx%:The percentage difference between the model and the totalExcept for immediate delivery,various choices of products have become another key reason to ch

43、oose instant retail channels+6%Shopping journey before purchaseShopping journey during purchaseInstant retail shopper portraitShopping journey after purchase17Time of order,basket size,&frequency:Shoppers are accustomed to placing orders all day,and their increasing financial capacity drives a stead

44、y increase in purchasing powerSurvey Questions:1)A6.How often did you buy products in instant retail in the past 3 months?Single choice;2)A7.how much did you spend on products per purchase in instant retail on average in the past 3 months?Single choice;3)A6a/A7a.Will you change your purchase frequen

45、cy/average amount in instant retail in the next year?Single choice;4)A12 When did you most frequently use instant retail channels to purchase products in the past 3 months?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 instant retail shopper survey,

46、Kantar Consulting 2024 instant retail shopper FGD,Kantar Consulting analysis.The basket size of shoppers increases steadily,with high growth potential1%2%14%18%41%29%15%2023202410080.483.522%25%33%10%50%29%10%1%Avg.basket size(All categories)Avg.frequency(All categories)2.1 times/weekXX%of shoppers

47、said thatthey will purchase with higher frequency and basket size in the future“I buy more things and more often in instant retail channels in these two years.I used to drive to offline stores to buy everything,but I now can get them faster and more convenient in instant retail platforms.”Mr.Ding,Wu

48、xi instant retail shopper,34 y/oQ.How much did you spend per purchase in P3M?Q.How often did you buy in P3M?2%2%21%17%23%21%13%MidnightDawnMorningAfternoonEveningTime of order is evenly distributed during the day2%2%15%20%18%25%18%WorkdayWeekend/holidayNote:Midnight is from 00:00-3:59,dawn is from 4

49、:00-7:59,morning is from 8:00-11:59,noon is from 12:00-13:59,afternoon is from 14:00-17:59,sunset is from 18:00-19:59,evening is from 20:00-23:59Q.When did you use instant retail channel most in P3M?Brand should launch targeted marketing campaign based on order time preference(e.g.,workday midnight

50、snack,weekend stock-up scene)SunsetNoon4-5 times/week2-3 times/weekOnce/week1-3 times/monthOnce/monthShopping journey before purchaseShopping journey during purchaseInstant retail shopper portraitShopping journey after purchase18SnacksDairy&bakingWater&beverageAlcoholFresh foodsGrain&oilHousehold cl

51、eaningPersonal careBeautyMom&babyApparel/footwearPet productsOffice productsHousehold productsOutdoor productsHousehold appliance3C productsHealth careCar accessories0.30.60.91.21.5051015202530354045505560Category landscape:XX,XX,and XX remain at the core,while XX and XX are striving to be a routine

52、 purchase choice for shoppersSurvey Questions:1)C1.In the past 3 months,which category did you mainly purchase from instant retail channel?Single choice;2)C1a.In the past 3 months,in addition to the selected category,what other categories have you purchased at the same time?Multiple choices;3)C3.How

53、 often did you purchase products on instant retail?Single choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisFrequency(times/week)Avg.purchase proportion:XX%Category purchase proportion in P3M(%)Avg.frequency:0.82EmergingSteadyLeadingPromisingShopping journey

54、 before purchaseShopping journey during purchaseInstant retail shopper portraitShopping journey after purchase19Ranking CategoryPenetration47%47%44%Ranking CategoryPenetration168%261%356%Cross-category purchase:Brands should develop XX categories,and bundle XX categories to increase the premiumizati

55、on potential for basket sizeSurvey Questions:1)C1.In past 3 months,which category did you mainly purchase from instant retail channel?Single choice;2)C1a.In past 3 months,in addition to the selected category,what other categories have you purchased at the same time?Multiple choicesSource:Kantar Cons

56、ulting 2024 instant retail shopper survey,Kantar Consulting analysisWho mainly buy Snacks will also buy123 Snacks and Water&beverage both have high penetration and pair well.Brands could utilize cross-category activity or virtual bundle to activate top-up,food craving,and add-on purchase occasionsEf

57、fective combination Snacks Water&beverageWho mainly buy Water&beverage will also buyWho mainly buy Personal care will also buyWho mainly buy Grain&oil will also buyWho mainly buy Household cleaning will also buy123123123123 Brands could create family or regular purchase occasions in Grain&oil,Person

58、al care,and Household cleaning,to fulfill stock up and top up demandsCross-category occasion marketing campaignGrain&oil Personal care Household cleaning Water&beverageFresh foodsDairy&bakingSnacksDairy&bakingFresh foodsWater&beverageHousehold cleaningPersonal careSnacksHousehold cleaningWater&bever

59、ageSnacksWater&beveragePersonal careRanking CategoryPenetration54%47%46%Ranking CategoryPenetration49%44%43%Ranking CategoryPenetration45%43%38%Shopping journey before purchaseShopping journey during purchaseInstant retail shopper portraitShopping journey after purchase20Source:Kantar Consulting 202

60、4 instant retail shopper survey,Kantar Consulting analysisShopper Portrait:Gender Age Marriage,children Monthly income Eight consumer segments Reason to buy Time of order Basket size and frequency Category preference Purchase frequency by category Cross-category purchaseWhy:Shopping mission Purchase

61、 situation Category needsWhere:Purchase occasion Purchase locationInstant retail shopping journeyHow:Store type selection Interactive behavior Price comparison Promotion/marketing preferenceMarketing touchpoints:Online touchpoints Off-site touchpointsShopping experience:Delivery efficiency Product c

62、ondition Product variety After-sales service Promotion Price Membership system Purchase experience Store variety and coverage Unmet need WHOBefore purchaseDuring purchaseAfter purchase21Shopping mission:Instant retail shopping becomes more planned and routine;brands could actively XX on instant reta

63、il to seize shoppers willingness to XXSurvey Question:1)A8.What are your main shopping missions for purchasing retail products on instant retail platforms/APPs/Mini-programs?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisStock UpRegular purchase

64、to prepare for the next week or longer periodImmediate UsageBuy products that I need today/immediatelyTry New ThingsTry something that have not been bought beforeExploreWindow shopping for items out of interest43%37%36%41%34%For SaleMotivated to buy by promotions or to add-on purchaseInstant retail

65、shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase15%GiftingPurchasing for gifting“I always want to try new products whenever I see them at Sams or Dingdong,such as food,beverages,and baking.”Ms.Shen,Shanghai instant retail shopper,38 y/oI

66、mproved vs.2023Top UpPurchase products every 1-2 days for things to be used that day or the next49%22Q.The primary shopping occasions areSurvey Question:1)A9.What are the main shopping occasions for buying retail products on instant retail platforms/APPs/Mini-programs?Multiple choice;Source:Kantar C

67、onsulting 2024 instant retail shopper survey,Kantar Consulting analysisHome/OfficeShopping occasion:As instant retail shopping becoming the new norm,shopping occasions are diversifying beyond XX and XX to XX and XXA product that suddenly want to buy55%Daily items are about to run out50%Do not want t

68、o go out48%Inconvenient to go out due to the weather40%Prepare for the day/next day36%Last-minute buy for business trips/travels30%Sudden needs during shopping/walking29%Last-minute buy for outings23%Pre-planned purchase for outings22%20%Urgent needs for parties/team building38%Purchase for parents3

69、7%Share with colleagues37%Purchase gifts in advance for visiting25%Purchase for friends/partners25%Pre-planned purchase for business trips/travelsSocial/OtherOutdoor/TravelingInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchas

70、e2346%40%39%37%33%30%29%28%21%20%18%Dont want to go outImmediate needsPurchase during commuteToo heavy to carryPurchase for othersToo late to go outToo busy to go ouutFor promotion/saleNot available nearbyInconvenient to buy due to privacyFor special occasionsShopping driver:XX is the main driver fo

71、r instant retail shoppers,especially for youngsters;brands should target the characteristics of segments to develop marketing initiatives Survey Question:1)A10.In the past 3 months,what situations have prompted you to purchase retail products on instant retail platforms/APPs/Mini-programs?Multiple c

72、hoiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisXX%Urban GenZPrefer online shopping and often use instant retail platforms for XX“Do not want to go out”“Need it immediately”“Convenient door-to-door delivery”“Purchase forfriends/parents”XX%Often buy in bulk

73、for families,hoping to achieve a balance between life and work,have a strong demand for XXXX%Urban White-collarAre very busy during daytime,and hence show pronounced demand for XXXX%Urban GenZStill a student or in early-career,strong tendency towards XXQ.What situations have prompted you to purchase

74、 on instant retail platforms?Model MotherXX%Urban Middle-classInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase2462%46%32%30%28%28%22%18%16%15%Shopping location:The location of shopping continues to extend to the outdoors,w

75、ith significant demand emerging from XX and XX;brands could focus more on XX-related occasions to drive traffic and conversionSurvey Question:1)A11.In the past 3 months,where have you used instant retail platforms for product purchases/APPs/Mini-programs?Multiple choicesSource:Kantar Consulting 2024

76、 instant retail shopper survey,Kantar Consulting 2023 O2O shopper survey,Kantar Consulting 2024 instant retail shopper FGD,Kantar Consulting analysisOutdoor Locations20242023Q.Where have you used instant retail platforms for product purchase?+11%+12%If I forget to bring something or dont want to use

77、 the hotels supplies when traveling,I will place a last-minute order for disposable sheets,pillowcases,or toiletries.”Ms.Chen,Shanghai instant retail shopper,23 y/o”I will plan in advance to purchase on instant retail platforms upon arrival to avoid carrying heavy bags.The platform can deliver items

78、 to the hotel straight away.”Ms.Zhao,Wuxi instant retail shopper,35 y/oHomeOfficePublic areae.g.,parkHotelShopping mallRestaurantEntertainmentExhibitionSpa&SalonGymInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase2548%46%45

79、%43%37%Sub-category needs:Shoppers buy snacks mainly for XX and XX,with a high desire to XX;brands could thus grasp the XX via instant retail channels45%Top up49%Do not want to go out43%Try new things39%Immediate needs42%Stock up37%Purchase during commuteXX and XX are the main occasionsSnack shopper

80、s have a strong desire to XXSignificantly higher than other categoriesPriceProduction date/shelf lifeBrandSmell/tasteNew productBrands should launch new products to meet shoppers interest in noveltyBrands can capture the fleeting desires of shoppers,such as cravings and impulse purchases,through ins

81、tant delivery servicesSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant retail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice;3)C6.In the past 3 months,what situations have

82、prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when purchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisQ.What factors do you conside

83、r when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchase?Implication for Snacks categoryHome/OfficeA product that suddenly want to buy55%Do not want to go out51%OutingSudden needs during shopping/walking30%Pr

84、e-planned purchase for outings25%Social/OtherShare with colleagues44%Purchase gifts in advance for visiting28%SnacksInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase26Sub-category needs:XX and XX are the main shopping occas

85、ions for dairy and baking;brands could develop product strategies to meet needs for XX51%37%35%31%30%44%Top up41%39%Stock up35%37%Try new things29%XX,XX and XX occasions dominateDairy&baking shoppers prefer XX with XXProduction date/shelf lifePriceSmell/tasteProduct typeBrandBrands can highlight pro

86、duct information related to production date and shelf life to satisfy shoppers needs for freshnessBrands should focus on shopping occasions of weekly top up,outing,and sharingSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant retail channel?Multiple Cho

87、ice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice;3)C6.In the past 3 months,what situations have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when purchasing the category on

88、instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisQ.What factors do you consider when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchas

89、e?Significantly higher than other categoriesDo not want to go outPurchase during commuteImmediate needsHome/OfficeDaily items are about to run out35%A product that suddenly want to buy34%OutingSudden needs during shopping/walking23%Pre-planned purchase for outings23%Social/OtherShare with colleagues

90、35%Urgent needs for parties/team building28%Implication for Dairy&baking categoryDairy&bakingInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase2740%35%30%28%28%50%Stock up35%28%Top up31%24%For sale30%XX,XX and XX for XX are

91、primary occasionsHousehold cleaning shoppers care more about XX,XX and XXPriceBrandSmell/TastePromotionProduction date/Shelf lifeBrands should focus on stock up occasions,offering promotional coupons to increase the basket size,while optimizing home delivery services with platformsBrands can customi

92、ze products in small sizes and travel packs for business trips and travel occasionsSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant retail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Mu

93、ltiple choice;3)C6.In the past 3 months,what situations have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when purchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper s

94、urvey,Kantar Consulting analysisQ.What factors do you consider when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchase?Significantly higher than other categoriesHome/OfficeDaily items are about to run out44%Do

95、 not want to go out35%OutingLast-minute buy for business trips/travels23%Pre-planned purchase for business trips/travels15%Social/OtherPurchase for parents34%Share with colleagues19%Too late to go outDo not want to go outToo heavy to carrySub-category needs:Household cleaning shoppers prefer to XX,a

96、nd pay attention to XX;brands could leverage XX and XX for activationImplication for Household cleaning categoryHousehold cleaning Instant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchase28Sub-category needs:Brands could promote v

97、arious XX and XX in terms of XX and XX to meet diverse needs from personal care&beauty shoppers39%34%34%33%33%44%Stock up38%32%For sale28%Immediate needs27%Top up27%XX and XX are core occasionsPersonal care&beauty shoppers are more attentive to XX(XX,XX,XX)Home/OfficeDaily items are about to run out

98、42%Do not want to go out35%OutingLast-minute buy for business trips/travels23%Pre-planned purchase for business trips/travels17%Social/OtherPurchase for parents28%Share with colleagues26%Smell/TasteFunctionBrandPriceProduction date/Shelf lifeBrands should cater to shoppers personalized needs by deve

99、loping products with segmented and innovative scents/functionsBrands should target occasions of planned buying and business trip/travel,offering a range of sizes including refill packs and travel sizesSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant r

100、etail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice;3)C6.In the past 3 months,what situations have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when p

101、urchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisQ.What factors do you consider when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations ha

102、ve prompted you to purchase?Significantly higher than other categoriesDo not want to go outToo heavy to carryImplication for Personal care&beauty categoryPersonal care&beauty Instant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchas

103、e29Sub-category needs:Shoppers have a significant demand for buying XX and XX;brands could carry out occasion marketing and strength XX mentality48%41%36%26%26%46%Stock up40%Do not want to go out37%Top up37%Too heavy to carry27%For sale33%Purchase for othersXX is the primary occasionShoppers have st

104、rong needs for XX and XXProduction date/Shelf lifePriceBrandProduct typePackaging typeBrands should collaborate with platforms to enhance home delivery services regarding shoppers concerns about heavy/large productsBy targeting family stock occasion,brands could take proactive action to drive the sa

105、les in large/family pack sizesSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant retail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice;3)C6.In the past 3 months,what situatio

106、ns have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when purchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisQ.What factors do you

107、 consider when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchase?Significantly higher than other categoriesHome/OfficeDaily items are about to run out42%Category too heavy/too large29%OutingLast-minute buy fo

108、r business trips/travels19%Sudden needs during shopping/walking17%Social/OtherPurchase for parents32%Share with colleagues24%Implication for Grain&oil categoryInstant retail shopper portraitShopping journey during purchaseShopping journey before purchaseShopping journey after purchaseGrain&oil30Sub-

109、category needs:The main occasion is XX,while XX and XX occasions are also prominent;brands should target XX needs to increase purchase frequency39%38%32%29%27%35%Top up35%Do not want to go out33%Stock up33%Purchase during commute31%Explore29%Too heavy to carryBeverage tends to be associated with XX

110、and XXXX is the primary shopping mission,and shoppers pay attention to XXPriceProduction date/Shelf lifeBrandPackaging typeSmell/TasteBrands could adopt marketing strategies to target shoppers immediate needs for food craving and conveniencePay more attention on social occasions such as parties/team

111、 buildings/office share,and promote large pack-size such as multi-packSurvey Question:1)C4.What are your main shopping missions for purchasing this category on instant retail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice

112、;3)C6.In the past 3 months,what situations have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors do you consider when purchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar

113、Consulting analysisQ.What factors do you consider when purchasing the category?Q.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchase?Significantly higher than other categoriesHome/OfficeDaily items are about to run out39%A product that

114、suddenly want to buy37%OutingLast-minute buy for business trips/travels25%Sudden needs during shopping/walking24%Social/OtherUrgent needs for parties/team building32%Share with colleagues30%Implication for Water and beverage categoryWater&beverageInstant retail shopper portraitShopping journey durin

115、g purchaseShopping journey before purchaseShopping journey after purchase31Sub-category needs:Brands can leverage instant delivery to meet 3C product shoppers XX needs,while carrying out XX to meet shoppers willingness to XXSurvey Question:1)C4.What are your main shopping missions for purchasing thi

116、s category on instant retail channel?Multiple Choice;2)C5.What are the main shopping occasions for this category on instant retail channel?Multiple choice;3)C6.In the past 3 months,what situations have prompted you to purchase this category on instant retail channel?Multiple choice;4)C7.What factors

117、 do you consider when purchasing the category on instant retail channel?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysis43%43%38%26%25%38%Explore42%Immediate needs32%For sale33%Do not want to go out31%Immediate use32%Purchase during commute3C prod

118、uct purchase are mainly driven by XXShoppers are willing to XX and pay particular attention to XX and XXQ.What factors do you consider when purchasing the category?BrandPriceFunctionProduct typeHot-sellBrands should apply occasion-based marketing strategies and optimize product layout by focusing on

119、 shoppers urgent and function-driven needsUtilize the instant retail channel for product promotion and brand buildingQ.The primary shopping occasions areQ.The primary shoppingmissions areQ.What situations have prompted you to purchase?Home/OfficeUrgent purchase to replace broken products42%Do not wa

120、nt to go out41%OutingLast-minute buy for business trips/travels26%Pre-planned purchase for business trips/travels21%Social/OtherPurchase for parents32%Purchase for friends/partners24%Significantly higher than other categories3CproductsImplication for 3C categoryInstant retail shopper portraitShoppin

121、g journey during purchaseShopping journey before purchaseShopping journey after purchase32Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisShopper Portrait:Gender Age Marriage,children Monthly income Eight consumer segments Reason to buy Time of order Basket size

122、 and frequency Category preference Purchase frequency by category Cross-category purchaseWhy:Shopping mission Purchase situation Category needsWhere:Purchase occasion Purchase locationInstant retail shopping journeyHow:Store type selection Interactive behavior Price comparison Promotion/marketing pr

123、eferenceMarketing touchpoints:Online touchpoints Off-site touchpointsShopping experience:Delivery efficiency Product condition Product variety After-sales service Promotion Price Membership system Purchase experience Store variety and coverage Unmet need WHOBefore purchaseDuring purchaseAfter purcha

124、se33Interactive behavior:XX and XX are key areas for pre-purchase consideration;brands could optimize XX and distribute XX to influence final purchase decisionsSurvey Question:1)A13.Looking back to your most recent purchase on instant retail platforms,which of the following actions did you perform?M

125、ultiple Choice;2 A13a.You just mentioned that you recently used the search bar to find the product you needed,what type of keywords did you enter to search?Multiple Choice Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysis)61%of instant retail shoppers search cate

126、gory first55%of shoppers use brand as their search keywords43%41%34%32%32%31%27%26%26%23%I used search bar to find products I needI received a coupon(e.g.,brand coupon)I clicked promo section(e.g.,limited time offer)I checked products recommended on platform homepageI checked the coupon section or c

127、ollected couponsI checked products in my shopping cartI checked new product sectionI checked brand flagship storesI clicked on products I had bought from historyI used category navigation bar to search productsQ.What actions did you perform on your most recent purchase on instantretail platformsQ.Wh

128、at keywords did you search?Shoppers interact with various sections on instant retail platforms,with“category”or“brand”being the most frequently searched itemsInstant retail shopper portraitShopping journey before purchaseShopping journey during purchaseShopping journey after purchase34Price comparis

129、on:Shoppers remain to compare price;brands could establish a XX system and XX across channelsSurvey Question:1)A17.Would you compare price during instant retail shopping?Single choice;2)A17a.Howd you compare price during instant retail shopping?Single choice Source:Kantar Consulting 2024 instant ret

130、ail shopper survey,Kantar Consulting analysisI compare prices every timeRarelyOccasionally,depending on productsI dont care about pricesI compare prices with other instant retail platforms/APPs/Mini-programsI compare prices among different storesI compare prices with other channels(e.g.,eCommerce,of

131、fline channels)I compare prices among different brands70%of shoppers compare prices across platforms/channels18%39%35%6%3%I compare prices most of the times33%38%25%4%Most shoppers compare priceCross-channel comparison is preferredvs.45%+of low-tier city shoppers(tier 4 and below)and elderly shopper

132、s(aged 45+)prefer to compare prices with offlineQ.Would you compare prices?Q.How would you compare prices?“I always compare prices”“I compare prices across platforms&channels”57%of shoppers often compare pricesvs.49%of 30-40 y/o groups,who possess higher income levels and are less price-sensitiveIns

133、tant retail shopper portraitShopping journey before purchaseShopping journey during purchaseShopping journey after purchase35Promotion preference:The influence of promotions,though declining,yet remains a key decision-making trigger;brands could activate shoppers by linking XX with XX to form a unif

134、ied experienceDecreased vs.2023X%36%36%36%34%32%29%28%27%26%22%19%18%18%13%Platform membership benefitsStore membership benefitsBrand discountDiscount of first orderRed packet after purchaseFree giftRed packet for new shoppersCategory red packetDeductible couponPlatform paid couponStore discount pas

135、sLivestreaming promotionCity-exclusive red packetSubsidySurvey Question:1)A15.What type of promotion do you prefer?Multiple choice;2)A14.Did promotion influence your purchase of products?Single choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 O2O shopper surve

136、y,Kantar Consulting 2021 O2O shopper survey,Kantar Consulting analysisShoppers are less price sensitiveXX attract shoppers the most77%53%46%202120232024As instant retail becomes the new norm,shoppers are less sensitive about promotions:the proportion of shoppers who make purchases solely due to prom

137、otions has dropped from XX%in 2021 to XX%in 2024Q.The most preferred promotions are:Instant retail shopper portraitShopping journey before purchaseShopping journey during purchaseShopping journey after purchase36Q.What type of marketing do you prefer on instant retail platforms?Marketing preference:

138、Brands could capitalize on shoppers inclination towards XX by XX that align well with their desire on instant retail platformsSurvey Question:1)A16.What type of marketing do you prefer?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2023 O2O shopper surve

139、y,Kantar Consulting analysisShoppers are the most eager for XX and XX on instant retailImproved vs.2023+6%35%35%33%32%31%26%24%24%22%22%New product launchingBrand dayCategory dayOccasion-based marketingCross-category marketingChannel customizationCause marketingIP collaborationBanner/splash adCross-

140、sectionXX%Prioritize both their families and themselves,valuing personal taste and quality of life,and always looking forward to XX on instant retail platforms“New product launching”“Brand day”“Category day”“Occasion-based marketing”XX%Urban GenZhave a passion for novelty,desiring to express their i

141、ndividuality through consumption,and are easily attracted to XXInstant retail shopper portraitShopping journey before purchaseShopping journey during purchaseShopping journey after purchaseModel Mother&Urban Middle-Class37Source:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting

142、analysisShopper Portrait:Gender Age Marriage,children Monthly income Eight consumer segments Reason to buy Time of order Basket size and frequency Category preference Purchase frequency by category Cross-category purchaseWhy:Shopping mission Purchase situation Category needsWhere:Purchase occasion P

143、urchase locationInstant retail shopping journeyHow:Store type selection Interactive behavior Price comparison Promotion/marketing preferenceMarketing touchpoints:Online touchpoints Off-site touchpointsShopping experience:Delivery efficiency Product condition Product variety After-sales service Promo

144、tion Price Membership system Purchase experience Store variety and coverage Unmet need WHOBefore purchaseDuring purchaseAfter purchase38Higher qualityMore updated date of productionMore products informationSufficient supplyMore brandsMore couponsMore product details displayedEasiness to compareMore

145、feedbackMembership systemShorter delivery timeOn time deliveryEasiness to change/returnAbundant delivery staffsOn time information updating34%31%27%25%24%28%24%23%23%22%25%25%25%25%22%Shopper expectation:Shoppers expect an immersive and seamless shopping experience characterized by XX,XX and XXSurve

146、y Question:1)A20.Based on your shopping experience,what areas do you think need improvement for purchasing retail merchandise products on instant retail apps/mini-programs?Multiple choiceSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting analysisPRODUCTINTERACTIONSERVICESE

147、RVICEINTERACTIONSeamless ExperiencePRODUCTShoppers are more looking forward to XX,XX and XXShoppers expect to have better experiences in terms of service,interaction,and productXX%of shoppers expect：Q.What factors can be improved on instant retail channel?Instant retail shopper portraitShopping jour

148、ney before purchaseShopping journey after purchaseShopping journey during purchase39Summary of the instant retail shoppers demo,UA,and growth opportunity for brandsSource:Kantar Consulting 2024 instant retail shopper survey,Kantar Consulting 2024 instant retail shopper FGD,Kantar Consulting analysis

149、,Kantar Consulting analysisChannel SelectionThe reasons for choosing instant retail have expanded from efficient delivery to diverse product supplyThe marketplace model dominates due to its strong fulfillment ability and rich product categories,while the self-run retailers gain trust due to trustwor

150、thy chain brandsShopping Time&LocationInstant shopping is expanding to new locations,with rising demand from hotels and tourist attractions;brands could focus more on travel-related occasions to drive traffic and conversionAll-day shopping habits are formed,and brands should implement precise market

151、ing placement during different periodsR2B&Purchase OccasionPlanned purchases for instant consumption increase,with a stronger desire to try new productsThe usage occasions become more diverse,originally focusing on urgent needs and top-ups,and now extending to socializing and travel-related occasion

152、sPurchase Driver&InteractionShoppers pay attention to store types and prefer large chain stores.Store delivery services and user reviews are the primary points of concernBrands could optimize category-related search keywords and distribute brand/category coupons to influence final purchase decisions

153、Price SensitivityShopping decisions become more rational,and price comparison remains important.Shoppers often compare price between channels to get the best dealsBrands could establish a unified pricing system and strategically position differentiated products across channelsPromotion&MarketingThe

154、influence of promotions,though declining,yet remains a key decision-making trigger;brands could activate shoppers by linking platform membership systems with brands self-owned membership system to form a unified experienceNew product launches are attractive to shoppers,especially Model mothers and u

155、rban Middle-class,while Urban GenZ pivot more to IP co-brandingShopping ExperienceFulfillment services on both marketplace and self-run retailers are recognized,but there are still higher expectations for the marketplace in terms of creating better membership systems and offering unique productsShop

156、pers perceive a multi-dimensional upgrade in instant retail service and expect seamless shopping experiencesCategory OpportunitiesFresh food,snacks,and beverages remain at the core,while personal care and household cleaning are striving to be a routine purchase choice for shoppersBrands could conduc

157、t targeted marketing for different categories based on each categorys specific needs and segment occasionsShopper PortraitDemo:Aged 30-45,married with children,shopping for themselves and their family membersPurchase frequency:X times per weekAverage basket size(for total categories):X yuan40Winning

158、 Strategy3Kantar Consulting has decoded winning formula for brands from 5 pillars12345PeopleProductPlaceMarketingCapability421.PeopleSource:Kantar Consulting analysisCollaborate actively with platforms to co-create a shared user database,utilized platform-owned and brand-owned data to build a multi-

159、dimensional user portrait and deep-dive shopping behavior within segment consumer groups,and develop customer lifecycle management(CLM)Increase penetration and expand coverage to reach incremental users Leverage data assets and precise operation to re-activate existing users432.ProductSource:Kantar

160、Consulting analysisBased on different categories unique characteristics,shoppers segments,and diverse demands,as well as core purchase and usage occasions,develop user-driven and occasion-based product portfolio layout and activation strategies by different shopping triggers:Top up Stock up Immediat

161、e usage Explore/try new things GiftingIdentify“winning stores”to precisely expand supply and increase distribution efficiency;then,optimize product offerings and develop a visualized product-listing monitoring system to improve offline supply chain efficacy;finally,utilize the“3-step”method to test

162、pilot sales,and realize omnichannel new product launch44Top up:Display promo information of hero SKUs via key touchpoints on an everyday basis;In the meantime,deep-dive XX occasion for XXSource:Kantar Consulting 2024 instant retail shopper survey,desktop research,expert interview,Kantar Consulting a

163、nalysisTop upPurchase food,beverage,or other householdproducts in small amounts every 1-2 days for today or next days usageFresh foodsSnacksLow-price trade-in at checkout pageDairy&bakingExemplified categoryEveryday purchase or replenishmentBest-selling productsFrequently-purchased SKUsFront-page re

164、gular exposureSelect brands most frequently purchased items and generate exposure on the platforms key touchpoints(e.g.,front page pop-ups,banners)to drive trafficTriggered by promotion or add-on purchaseRelatively low-priced itemsSmall pack goods to drive trafficPromotion information displayDistrib

165、ute category or brand coupons and highlight keywords such as“low prices,super cheap,$X only today”to activate shoppers who love to snatch a good dealMeal prep or consume together with foodCross-category bundle set with high penetrationProducts that accommodate mainly one-time usageCross-category mar

166、ketingBuild bundle sets with fresh foods based on different usage occasions(e.g.,late-night snacks,soda paired with 螺螄粉)to increase basket sizeFront-page prominently display hero SKUsRecommended bundles for having hotpotSupply sideDemand sideOccasion NeedsPortfolio LayoutProduct Pack SizeStrategy re

167、commendation on how to efficiently activate occasion45Stock up:Utilize XX products during holiday seasons to target XX needs,and develop retailers membership exclusive offerings to accommodate XX needsSource:Kantar Consulting 2024 instant retail shopper survey,desktop research,expert interview,Kanta

168、r Consulting analysisToo heavy or too large to get it offlineStar offeringsFamily pack or sharing bundleHoliday stock-up setParticipate in platforms holiday shopping events by listing exclusive stock-up sets(e.g.,CNY-themed bundles)One-stop shoppingMultiple options within different price rangeMultip

169、le options for basic and premium needs Membership exclusive productTake advantage of NKAs extensive portfolio offerings to design specific products for retailers paid memberValue ofmoneyProducts nearing its expiration dateProduct in large volumeNearly-expired clearance saleSelect key platforms and r

170、etailers to debut products near expiration date with relatively low prices in large bundle“五一”festival personal care stock-up setMembership-exclusive cartons sizesCheap SKUs marked“near expiration date”Stock upRegularly purchase large volumes of items to refill the stock for a week or a much longer

171、durations usageSupply sideDemand sideHousehold cleaningGrain&oilPersonal careExemplified categoryOccasion NeedsPortfolio LayoutProduct Pack SizeStrategy recommendation on how to efficiently activate occasion46Immediate Usage:Build XX offerings to satisfy shoppers needs for XX,and leverage XX and XX

172、to drive traffic and conversionSource:Kantar Consulting 2024 instant retail shopper survey,desktop research,expert interview,Kantar Consulting analysisSpontaneous thoughtHero SKUsSingle pack and small sizeHighlight immediate satisfactionShowcase products consumption by optimizing product names,intro

173、ductions,pictures,and other key touchpointsTravelingCustomized portfolioSmall size for one-time usageExclusive travel kitBuild on-the-go bundle set based on travelers needs and target people on-the-go based on platforms LBS advantageStores closed at nightLong-tail goods,typically with high marginNic

174、he itemscatering emergency needsDark warehouse supplyTake advantage of the warehouse models 24/7 operation to list hero SKUs as well as niche items to increase ROI“Iced”keywords prominently displayedImmediate UsageBuy products that one needs or wants to have immediatelyCapture shopping needs at nigh

175、tHighlight small pack and multi-usage3C products Convenience food&condimentWater&beverageExemplified categorySupply sideDemand sideOccasion NeedsPortfolio LayoutProduct Pack SizeStrategy recommendation on how to efficiently activate occasion47Explore/try new things:Debut XX products or XX goods to a

176、ccommodate instant retail shoppers needs to try something new,and activate them via XX marketingSource:Kantar Consulting 2024 instant retail shopper survey,desktop research,expert interview,Kantar Consulting analysisWindow shopping for items out of interestOmnichannel main productsProducts covering

177、variety of packages and sizesOmnichannel marketingBuild a themed-based campaign to draw shoppers attention and utilize omnichannel touchpoints for exposureFun and noveltyNew arrivals or seasonal goodsCustomized packagingNew arrival channel operationCooperate with retailers DTC platforms and debut th

178、e latest products on the“New arrival”sector and apply coupon to further activate shoppersWant to experiment multiple flavors Mix and matchMulti-packInnovative product setLeverage IP co-branding,multi-flavor bundles,brand mix,blind boxes,and other mechanisms to offer excitement to shoppersConnect wit

179、h GenZ via gaming IP Online&offline exposure to increase reachNew product preview and debut calendarSupply sideDemand sideExplore/try new thingsCasually browse platforms with no specific purchase intent or try something newSnacksDairy&bakingWater&beverageExemplified categoryOccasion NeedsPortfolio L

180、ayoutProduct Pack SizeStrategy recommendation on how to efficiently activate occasion48Gifting:Increase category enrichment by increasing XX or cooperate across XX to activate shoppers during XXSource:Kantar Consulting 2024 instant retail shopper survey,desktop research,expert interview,Kantar Consu

181、lting analysisGifts for specific holidaysProducts covering all price rangeProducts covering variety of packages and sizesCross-ecosystem collaborationBased on different holiday settings(e.g.,CNY,Mothers day),build cross-category bundles with channels such as flowers,hotels,entertainment,etc.Gifts fo

182、r birthday/party/anniversaryItems with relatively high basket sizeHigh-end and nicely wrapped gift setsCustomized gift boxBuild and list gift sets with premium packing and gift cards to cater to shoppers one-stop purchasing needsChocolate X flowers set at Valentines dayAlcohol gift set for social sc

183、eneSupply sideDemand sideOccasion NeedsPortfolio LayoutProduct Pack SizeStrategy recommendation on how to efficiently activate occasionGiftingPurchase presents for significant someone on instant retail platformsAlcoholBeautySnacksExemplified category491.Co-work with platforms to create portfolio dat

184、a key tracking KPIs and periodical goalsProduct layoutPricePromotionDistributionSalesPrecise supply enhancement:Form data partnerships with platforms by selecting stores with category advantages and regional distribution potential to enhance operational efficiencySource:desktop research,expert inter

185、view,Kantar Consulting analysisIdentify and prioritize high-demand storesBuild product management visualization systemBrands should collaborate with platforms to leverage platform data and product management tools to customize supply layout,enhance omni-distribution efficiency and expand online cove

186、rageBrands should enhance interactions with platform data and implement visualized and transparent product management to improve data capability strategic execution and operation efficiencySelect category-advantaged storesIdentify regional-potential storesLeverage platform data to identify potential

187、 brands supply opportunities from a holistic category viewUtilize platform digital tools to capture regional“opportunity stores”to enhance supply efficiencyCapitalize on distribution opportunities by analyzing and selecting competitive storesEnhance online coverage for stores that already have distr

188、ibution coverageImprove supply for stores with category advantages but without brand managementBased on LBS,select regional stores with potentialImprove online coverage by analyzing regional characteristicsBoost customer reach and fill regional demand gaps2.Regularly monitor data,set supply-end targ

189、ets,and continuously optimize key indicators based on channel characteristics and regional performance3.Routinely provide guidance and training for staff,clarify roles and responsibilities for them,and support execution to improve product managementSupply sideDemand side50#City coverage#Retailer-exp

190、ansion listNew product release strategy:Instant retail channel should be considered one of the key players in brands listing their latest products and help brands drive omnichannel growthSource:desktop research,expert interview,Kantar Consulting analysisStep 1Step 2Step 3BeforeNowFirstly,launch new

191、products on eCommerce platforms(e.g.,Tmall,Douyin)official brand flagship stores,gather user feedback,and test initial sales performanceLeverage dark warehouse as a significant channel for new product soft launchSelect key areas and stores for new product distribution based on supply and distributio

192、n capabilities within individual regionsPrioritize key offline stores within different cities for new product samplingExpand new product online distribution to fast occasions(e.g.,Tao Fresh and JD.com)and prioritize offline NKA for new product listingLeverage platforms LBS capabilities to achieve ne

193、w product omnichannel coverageLaunch new products in dark warehouses and empower subsequent strategies with consumer insights derived from initial releaseStrong demand for try-new:80%of Meituan flash-express warehouse orders come from post-90s usersLow operation costs:New products are distributed th

194、rough the Meituan flash-express warehouse in just 2 weeksMeituanFollow distribution guidelines provided by platforms to optimize new product supply,and ensure new product accessibility via using various product trial tools(e.g.,blind boxes)#Offline store reach#Operation teamCombine offline supply an

195、d online platform-exclusive activities to realize omnichannel sales conversion for new products more precisely,more efficiently and less costlyNew-product tagNew arrival sectorSupply sideDemand side#Beehive supply513.PlaceSource:Kantar Consulting analysisBy understanding the development models,strat

196、egies,and operational capabilities of mainstream platforms,brands could formulate differentiated channel strategies accordinglyTakeout-derived platform KA-based platform Content gene platformFollowing the pace of retailers own DTC channel construction and business model development,brands could incr

197、ease investment and deepen cooperation with retailers to explore avenues for new growth collectively KA self-run Internet retailerVertical retailerFresh dark warehouse524.MarketingSource:Kantar Consulting analysisImplement differentiated marketing strategies on the instant retail platform based on d

198、ifferent marketing purposes to help brands achieve sales conversion and brand image buildingMarketing strategy and cases by 4 types of goals Attract and expand Seed and convert Interact and engage Build and grow535.CapabilitySource:Kantar Consulting analysisFully acknowledge the importance of instan

199、t retail business,raise its strategic positioning internally,and position it as a multi-purpose channel to empower strategy-making and omnichannel resource integrationBased on this goal to optimize internal organization structure,create mechanisms to help forge inter-disciplinary cooperation,achieve

200、 the efficiency increase regarding way-of-working,and develop a dedicated omnichannel instant retail team54ConclusionSource:Kantar Consulting analysisIn 2024,the instant retail industry has ventured into a new era.With the deepening of consumer instant consumption mentality and the iteration of shop

201、ping behavior,the importance of instant retail for brand development is further highlighted.For brands,it has become an important issue to clarify whether the sales growth brought about by instant retail is the transfer or erosion of sales through the brands online and offline retail channels,or the

202、 incremental completely generated from the instant retail business model.After in-depth research,Kantar Consulting pointed out that instant retail has indeed created incremental opportunities for brands,especially in the following five dimensions:1.Wider demographic coverage:Based on the LBS advanta

203、ge,instant retail can help brands reach a wide range of consumer groups more efficiently.Through the cellular model,brands could better match segment demands with regional supplies in a small area,further enhancing purchase certainty;2.Higher purchase frequency:The emotion-driven consumption attribu

204、te of instant retail can help brands accurately capture shoppers ephemeral needs that disappear unless they are satisfied,especially with the 24-hour operation characteristics of the dark warehouse business model,effectively improving the overall consumption frequency of shoppers;3.More precise occa

205、sion reach:Through cross-ecological,cross-category,brand combo,and other forms of cooperation with platforms,brands could break the inherent limitations of their categorical boundaries,linking time and space,and innovating three-dimensional consumption scene increments for brands from 0 to 1;4.More

206、effective brand building:Relying on the characteristics of the short communication link and fast reach speed of instant retail,it helps brands more accurately strengthen the connection between them and consumers,accelerates the awareness of brand concepts,and drives the incremental increase of brand

207、 sales across all regions;5.More advanced internal digitalization:The rapid development of instant retail requires enterprises to have digital awareness and recognize the importance of digital transformation.With the help of instant retail,enterprises could deepen their understanding of data collect

208、ion and analytics,ultimately promoting digital transformation to the entire organization.In the wave of big data development,instant retail platforms will continue to iterate and upgrade,leveraging technologies such as big data and artificial intelligence to improve operational efficiency.Brands nee

209、d to keep up with the pace of the times,keep a close watch on the latest channel development trends,and seize new opportunities to achieve sustained growth.55About the White Paper4About White PaperKantar is the worlds leading marketing data and analytics company.We have a complete,unique and rounded

210、 understanding of how people think,feel and act;globally and locally in over 90 markets.By combining the deep expertise of our people,our data resources and benchmarks and our innovative analytics and technology,we help our clients understand people and inspire growth.Report in CN/EN CNY(All prices

211、above are exclusive of tax)Report version:PDFFor purchasing the report,please contact:WeChat/Telephone:18358351580E-mail:Arianna.WReport in both CN and EN CNY57Kantar Consulting helps accelerate growth on instant retailSource:Kantar Consulting analysisHow to develop the best instant retail channel p

212、ortfolio mix?How to optimize the instant retail product portfolio to create channel differentiation?How to identify the instant retail consumers for a brand?And how to discover the opportunities from the demand side?What is the current performance and business maturity of the brands instant retail b

213、usiness?How to attract more consumers through instant retail digital marketing?How to enhance a brands efficiency and capability of operations in instant retail?01020304050659Kantar Consulting experts team provide instant retail strategy consulting service for brandsSource:Kantar Consulting analysis

214、Instant retail growthChannel strategyShopper strategy Marketing strategyPortfolio strategyInstant retail capability buildingSnacks,Water&BeverageDairy&Baking,Grain&OilPersonal care&Beauty,Household CleaningLandingandoperationMarketandconsumerinsightStrategy planningInstant retail consulting solution

215、s 60Instant retail solutions for brands from Kantar Consulting(1/2)Source:Kantar Consulting analysisSolutionExampleAs-is instant retail business evaluationA.Internal diagnosis Define the core problems and pain points in brand instant retail operations Assess the maturity of instant retail in channel

216、s,products,marketing,organization,and data,identifying opportunities for improvement in the future Instant retail shopper deep-diveA.Instant retail shopper insight/opportunity Instant retail shopper portrait Instant retail shopper penetration Instant retail shopper insights(motivations,scenarios,fre

217、quency,etc.)Instant retail shopper journey Instant retail shopper promotion preference Instant retail shopper service preference.Instant retail channel strategyA.Instant retail category market Instant retail category market size and potential Instant retail category landscapeB.Instant retail channel

218、 Instant retail channel position Instant retail platform portfolio,positioning,and differentiated layout 61Instant retail solutions for brands from Kantar Consulting(2/2)Source:Kantar Consulting analysisSolutionExampleInstant retail capability buildingA.Organizational capability and KPI design Align

219、 organizational structure with competitors Provide structure and suggestions Develop well-defined job responsibilities and KPIs Develop a plan for organizational restructuring Instant retail portfolio optimizationA.Product portfolio and optimization Analyze product trends,including price/packaging/f

220、lavor,etc.Diagnose product performance Identify development opportunities Construct future portfolio strategy Instant retail digital marketingA.Instant retail digital marketing resource distribution Design evaluation systems Select partners and allocating marketing resourcesB.Instant retail shopper

221、activation Collaborate with platforms and retailers to operate consumer assets Set KPI,tracking outcomes 62Intellectual Property Rights StatementKantar Consulting has always adhered to confidentiality treaties with our clients to protect the confidential/sensitive business information they disclose

222、to us,and will not disclose sensitive client information,including client names,outside of specific engagements.Meanwhile,we consider all our methodologies,insights and research to be proprietary assets.We expect our clients to protect our interests with respect to Kantar Consultings recommendations

223、,presentations,methodologies and analysis.Under no circumstances should the whitepaper be shared with any third party without Kantar Consultings written consent.Regulations of the Intellectual Property Rights of Kantar:This report is a syndicated report.For Syndicated Services,the Intellectual Prope

224、rty Rights in the Deliverables vest in the Company at all times.The Client will be entitled on the completion of the Services and after payment of all fees due to the Company to use the Deliverables for the bona fide and proper internal purposes of its business but shall not grant licenses to others

225、.The Client shall not disclose the Deliverable publicly in any manner that is likely to harm the Companys or Kantar Companies reputation or business.In particular,the Client agrees not to use the Deliverable in any manner that could or does exaggerate,distort or misrepresent the findings of or data

226、supplied by the Company.The Client understands that it must inform the Company in writing prior to the commencement of any work if it intends to make any advertising,public statement,marketing material,press releases or the like(“public statement”)that contain the whole or any part of the Deliverabl

227、es or any part of the Services.Any public statement,marketing material,press releases or the like that contain the whole or any part of the Deliverables shall only be(a)disclosed upon prior written consent of the Company(which consent shall not be unreasonably withheld),and(b)accompanied by an ackno

228、wledgement,such as“Data/figures/information supplied by Kantar”.The parties shall be entitled to list the other as its service provider or Client in marketing/promotional material,except for this right the Client shall have no right to use the Companys name,trademarks,logos,or slogans without the prior written consent of the Company.63Thank you!You can scan the QR code to follow us on WeChat for the latest O2O instant retail market trends and Kantar Consulting newsKantarKantar Consulting