The latest research released by Nielsen shows that China's retail industry continues to recover, showing a U-shaped trend. Impacted by lobal epidemic outbreak, there are changes in consumers' behavior and shopping patterns which pushes brands to innovate to address new demands.
Justin Sargent, president of Nielsen China, said: "China is one of the few countries globally showing positive recovery, with its GDP in the second quarter posting a very positive 3.2 percent growth. As the latest macro situation is improving, although still not fully back, we believe the consumption market will continue to grow and ultimately feed back into the macro economy."
Increased confidence in business leaders
About 60 percent of business CEOs surveyed shared optimistic views about the full year's business performance in 2020. There were only about 55 percent of business leaders surveyed in May who shared similar views.
About 80% of the business leaders predict that their industry will have positive growth in 2021, and 90% believe that their companies will have positive growth in 2021.
New trends in the FMCG market: innovation, price, channels and cities
Brands in China are also innovating to meet new demands from consumers, whose shopping patterns were impacted by the COVID-19 outbreak. Local brands are the driving force of innovation, accounting for about 80 percent of new product development this year, the Nielsen study said.
With regards to consumer price trends, consumers have increased their daily expenses due to rising inflation. In terms of channels, the growth of e-commerce channels continues, mainly due to shift in consumption from large modern channels; buyers of traditional channels are gradually turning to small modern channels and convenience stores. On the offline side, store capacity continues to shift, and the concentration of supermarkets and mini supermarkets is increasing. Rural areas are still the growth engine of China's offline channels. From January to July this year, offline channel sales in rural areas increased by 2.4%, in contrast to the continued decline in urban areas.
尼尔森：中国零售业持续复苏
尼尔森公布的最新研究显示，中国零售业持续复苏，呈现出U型走势。受COVID-19疫情影响，消费者的行为和购物方式发生了变化，促使品牌进行创新以应对新的需求。
尼尔森中国区总裁Justin Sargent表示：“中国是全球为数不多的呈现消费复苏趋势的国家，第二季度国内生产总值实现了非常积极的3.2%的增长。中国的宏观经济形势正在逐步好转，尽管尚未完全恢复，但我们相信消费市场将持续增长，并最终反哺宏观经济。”
企业管理者信心增强
大约60％的接受调查的企业首席执行官对2020年全年的业务表现持乐观看法。5月接受调查的企业领导人中，只有约55％的看法相似。展望2021，大约80％的企业领导者预测其行业将在2021年实现正增长，而90％的企业领导者则认为其公司将在2021年实现正增长。
快消市场新动向: 创新，价格，渠道和城市
中国的品牌也在不断创新，以满足消费者的新需求，他们的购物方式受到了COVID-19爆发的影响。 尼尔森的研究称，本土品牌是创新的驱动力，占今年新产品开发的80％左右。
