价质跃迁共赴新境Quality-Price Leapfrogging; Embarking on a New Frontien中国快油有品牌价有进价之路China FMCG Private Labels: The Journey to Value Elevation王伶LynnWangNIQ中国零售商客户成功团队负责人RetailOustomerSuccossLeadNTOChinaNielsenl0
中国消费者的家庭财务预期有限好转消费心态从“谨慎保守"向“理性”与“情感”并重的双轨制重构演变Chinese consumerhas evolved from cautious conservation towards rational & emotional reorientatior消费者对目前财务状况的感知消费者主要关注事项(%受访者认可)Consumertopconcernsin thenext6 months(%respondentswho agreel)更好更差亚太APAC中国CNBetteroffWorseOff食品价格上涨27经济下行230亚太APAC亚太APAC国际冲突/危机2935%29%自身及家庭福利/幸福感心公用事业费用涨价-1ptsvs.24H2+2pts vs.24H2工作保障20全球变暖/环境问题S9中国CN中国CN住房成本上涨9841%623%1流行病+7ptsvs.24H2保障家庭基本/生活能力1-1ptsvs.24H2健康问题13对比去年排名变化上涨Up持平Hat下降Down2025年7月对比2024年7月样本量-亚大6192中国1APAC6192CN1100
双轨消费主导下,中国消费者的物质价值观重排,消费驱动力逐渐从外部认同转向自我及家庭的身心满足Declining out-of-home and appearance spendina weakens ofline momentum: Wallet intentions on inner fulfilment reinforce the shiftinto self-relevance value in China consumption engine消费者管理开支的主要策略Consumers'strategies to managespending花费更少Spendingless花费更多Spendingmore亚太APAC中国CN亚太APAC中国CN36%30%个人/子女教育30%Outofhomedining/eatingSelf-educationorforkids43%32%餐饮外卖储蓄/投资30%30%Fooddelivery/takeaways40%Saving/Investments34%户外享乐医疗保健28%28%Out ofhomeentertainmentHealth care38%33%21%服饰装扮假期国内游24%Clothing/ApparelHolidays-domestictravel34%30%沙龙美容美发31%公用事业费用24%Salonbeauty/grooming（水、电燃气、电话网络费用等）33%Utilities(electricity/vater)NIO数据来源,,调研开时间:2025年7月对比2024年7月:样本量=亚太6192/中国1100
体现在快消品购买上,中国消费者左手要抓"物质森林",右手要享"情绪旷野!质价比与情感共鸣的双重满足将成未来快消发展趋热Reflected in FMCG purchases, Chinese consumers demand both functionality and emotional appeal. The dual delivery of value for quality-price ratio and emotional resonance will define future FMCG trends消费者购买日常快消品时的支出偏好消费老原音溢价支付的快消品屋性日常快消品支出态度评估并优先排序最重要的商品属性53%Top129%64%体验亚太:28%质价平衡花费更多花费维持花费更少VS53%亚太中国提升外出或宅家的体验China大促时围货喜欢的品牌Top226%74%亚太:25%质价平衡7770健康便捷VS64%亚太vs60%亚太对健康更有益的产品切换至低价渠道进行购买32%)Topt81%安全和质量中国:22%价低优先vS61%亚太APAC产品安全和质量有保障,切换购买低价品牌中国:18%29%Top2价低优先G2026NelsenConsumerLLC.AlRghtsResenved
中国消费者在自有商品的选购上,也正从由低价吸引转向价值追求白有品牌的质价跃讦之旅已然开户 In the selection of private label products, Chinese consumers are shifting from low-price appeal to value-driven pursuilt. The journey of quality price elevation for private labels has officially commenced消费者购买目有品牌产品的原因价格导向价值导向2022年2025年56%价格比品牌产品更优惠和品牌商品质量一样好54%45%白有品牌更物有所值自有品牌质量有改进47%39%和品牌商品质量一样好价格比品牌产品再代审35%38%别人推荐,口碑好自有品牌更物有所值35%35%自有品牌质量有改进别人推荐,口碑好,32%数据来源:2022-2023全国大卖场超市购物者趋势报告，2024-2025全国大卖场超市购物者趋势报...
