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贝恩公司(Bain & Company)连续第四年与凯度消费者指数Kantar Worldpanel合作,对40000户中国家庭进行购物行为研究,并联合发布《在“新常态”下赢得中国购物者——2015年中国购物者报告》。报告显示,中国快速消费品市场的整体增速持续故绥,从2011~2012年12%左右一直下降至2015年一季度的4.4%。当然,不同品类的表现不尽相同,如护肤品品类在2014年年底及今年年初实现了反弹。
For the fourth consecutive year, Bain & Company, in partnership with Kantar Worldpanel, has conducted research on the shopping behavior of 40,000 Chinese families and jointly released “Winning Chinese Shoppers under the New Normal. 2015 Chinese Shopper Report. ” The report shows that the overall growth rate of the fast moving consumer goods market in China continued to decline, from about 12% in 2011 ~ 2012 to 4.4% in the first quarter of 2015. Of course, the performance of different categories are not the same, such as skin care products category in late 2014 and early this year to achieve a rebound.