Offline sales growth of nine city. 3%

Recently, Nielsen China a new retail research data shows, compared with 2017, the consumer category overall sales growth of 6% in 2018, including 9 logoff city sales growth. 3%, and a second line of the sales growth was only 2% of the city. This shows, with the rapid development of economy, the urbanization level unceasing enhancement, the 345 line town youth consumption strength gradually highlights. According to the National Bureau of Statistics data show that our country each year with an average of more than 1000 rural labor transfer to urban areas, become the main consumption, by 2020, China's urbanization rate will exceed 60%. Town youth, with the rise of the change of the main consumption groups, drive the change of the consumption structure and consumption pattern, which is closely related to people's life in the retail area. At Nielsen, the development of urban and rural areas of retail survey shows, FMCG retail total coverage increased by 85%, from the original 320 stores, increased to 590. Among them, a second-tier cities regional coverage on the number of stores to 240, and three or four line city for 350. Three lines below the city far in number over the second-tier cities, this group of dimension is overwhelming. Consumer market gradually shift, three or four line city crowd into the main body, laid a path of each brand to expand the market, which in the cosmetics brand in recent years is also visible in the retail layout. With giant l 'oreal as an example, the l 'oreal China's new chief executive for the overseas borui's first action, is to suning overweight new retail. L 'oreal aspects, in the hope that the future in suning stores, Su Xian boutique supermarket and suning hypermarket deepen cooperation and reshape people, goods, a relationship, on the basis of large data to find the methodology of cooperation; In department stores, also hope that through cooperation, holiday all fields in the form of marketing and retail. As is known to all, Su Ningyi for sinking the action of market constantly in recent years, suning store is blossoming in three or four line city, l 'oreal to suning, enough to see fabory sinking market vision and ambition. Compared to a second-tier cities of higher urbanization rate and the mature market, three or four line city clearly have larger development space. Huge consumption population and vast geographical space, stable income, low cost of living, more leisure time, etc. , makes the rise and prosperity of offline urban consumer market, also makes referrals consumption trend of urban layout is the key to the future of brands and retailers and growth. As the urbanization gradually mature, people's consumption habits are changing, diversification, high quality, experiential consumption become people's one big demand, and offline payment convenience makes traditional grocery stores and modern supermarket chain gap is more and more small, compared to more distant large supermarket procurement, today's consumers are more willing to choose in the life circle of small shops, 3 km such as community shops, convenience stores, etc. Nielsen retail census data show that, compared with 2017, small supermarkets, convenience stores in 2018 increased by 7% and 14% respectively, and whether a second-tier cities, or three lines below the city, small scale neighborhood shop shop quantity increment are far more than large supermarkets. A voice that new neighborhood shops and big supermarket, can help brands better tracking the development trend of two kinds of retailing formats, thus in the vagaries of consumer preferences, better to develop the business strategy. From cosmetics manufacturer, a category is quietly enters a lot of convenience stores, cosmetics manufacturer street shops transformation community shops, etc. , can feel the cosmetics industry antennae. At present, each big brand seems to have insight into this trend, while sinking markets with different platforms to diversify layout. Hundred rough market in the second half of this year, for example, one of the important action is to customize the CS channel exclusive products, sinking the 345 line market and so on.
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