[营销星球]03_寻找全渠道的增长机会

寻找全渠道的增长机会Findinggrowthopportunitiesinthecontextofomni-channel零售现状一览Thenewlandscape过去三年，零售新名词新概念层出不穷。Manynewtermsandconceptsemergedinthepastyear小红书实体LittleRedBookOfflineStore盒马鲜生Hema超级物种SuperSpecies网易考拉实体KaolaOfflineStore淘宝心选TaobaoSelect苏宁极物SunningJiwu天猫小店TmallGrocery京东便利店JDCVS无人店UnmannedStore自助货架UnmannedShelf五大零售商通过全渠道战略调整，跑赢大盘。Top5retailersoutperformthroughomni-channelexpansion.+5%五大零售商销售增长率,2017Top5retailersvaluegrowthrate,2017数据源:凯度消费者指数，城市家庭样组，截至2017年12月29日的52周Datasource:KantarWorldpanel,HHP,MAT17P13Total4.3%过半数消费者会在7+渠道购物：重点城市通路更多元化，年轻人渠道选择较为集中。Overhalfoftheshopperspurchasedin7+channels:morechoicesinkeycitieswhileyoungconsumersoptforlesschannels7+渠道购买快消品的购物者占比,2017Buyer%ofshoppersshoppingin7+Channels,201752%中国城市UrbanChina57%重点城市KeyCities47%年轻购物者YoungShoppers数据源