On the afternoon of December 21st, Nielsen held a live online meeting. Lu Yunlin, the Sales Performance and Channel Strategy Director of Nielsen China, comprehensively reviewed the 2017 Chinese market from the perspectives of new consumption, new retail, new ecology, and new marketing, enabling manufacturers to find ways to cope with new changes in 2018.

In 2017, the Chinese economy remained stable and improved, with consumption continuously driving economic growth. In the first nine months of 2017, consumption contributed 65% to GDP, which has been increasing year by year.

Market changes are still ongoing. There are 54 brands that have disappeared from the market in 2017.

The rise of the new generation of consumers, with post-90s and post-00s occupying more consumer spending, and they are more willing to try new products.

More than 25000 new products were born in the consumer goods market in 2016, but 70% disappeared within a year and a half, resulting in a lower survival rate for new products.

More and more companies are increasing their investment in marketing expenses, but the returns are not satisfactory.

The three major characteristics of the new generation of consumers are self-expression, the rise of women, and super consumption,Manufacturers need to win over the new generation of consumers from these three aspects.

Show off yourself: enjoy showing off food, enjoy popular IPs and flash experiences.

The rise of female consumption has even surpassed men's consumption power in certain fields.

Super consumer: a heavy participant in the product, with high enthusiasm and higher returns.

The three major characteristics of market trends:

Consumer upgrading, green health, and retail reform.

Consumer upgrading is still the driving force in various industries, with 35% of consumers willing to spend more money on food and beverages, ranking among various industries.

Health awareness has changed people's purchasing habits for food and beverages, with sales of fruit tea, pure fruit juice, and packaged water growing rapidly, while the growth of chewing gum and low concentration fruit juice has slowed down.

Integrated stores, upgraded grocery stores, and unmanned stores have become representatives of new retail. Nearly half of the CEOs of manufacturers and retailers believe that new retail will change the industry.

The core of retail reform - enhancing consumer experience

The three major trends in marketing are: shifting the marketing ecosystem to mobile devices, aligning marketing content with the interests of young audiences (such as popular IPs), and improving advertising effectiveness through big data monitoring.

Insight into the three major trends of new generation consumption and market, marketing output, and winning in 2018.