中国：趋势与现实.pptxVIP

China: Trends and Reality中国：趋势与现实 Beijing, March 03, 2016 | Nestlé Leadership Conference 2016 北京，2016年3月3日 | 2016年雀巢领导力会议 Presenting to you today今日讲演人 Dr. Daniel Zipser 泽沛达博士 Partner, Shanghai 全球董事，上海办公室 Leader Greater China Consumer Retail Practice 大中华区消费者与零售咨询团队负责人 U.S.-German citizen, born in Germany, Shanghai resident 美籍德裔，生于德国，现居住于上海 Joined McKinsey in 2001 and was a member of the German Office before transferring to China in 2007 2001年加入德国麦肯锡，2007年开始在麦肯锡中国工作 Leading McKinsey‘s client service with Nestlé in China since 2009 自2009年以来，负责麦肯锡对雀巢中国的咨询项目 PhD in Finance and Master’s degree in economics and business administration from Otto Beisheim School of Management (WHU), Germany 德国奥托贝森管理研究院经济学与工商管理学硕士，金融学博士 China consumer trends – key messages中国消费者趋势 – 关键信息 McKinsey has periodically surveyed Chinese consumers since 2005. For our 2016 Consumer Report, we conducted 10,000 in-person interviews with people, aged 18 to 65, in 44 cities 自2005年以来麦肯锡定期对中国消费者进行调研访谈。我们的2016年消费者报告，就是基于我们在44个城市当面访谈了1万名年龄在18至65岁之间消费者的结果 Consumer confidence has remained largely unchanged compared despite economy cooling down, stock market decline, and currency deprecation 尽管经济降温、股市衰退、货币贬值，中国消费者的信心基本保持不变 Broad-based market growth in China is coming to an end as consumers become more selective about where they spend their money 随着中国消费者对于在哪些领域花钱变得更为审慎，普遍的市场增长在中国告一段落 Chinese consumers are shifting their spending from products to services, and from mass to premium segments. They are seeking a more balanced life, where health, family, and experiences take priority 中国消费者的花费从实物产品开始转向服务型消费，从大众消费转向精品消费。他们在寻求更为平衡的生活，其中健康、家庭和体验式消费成为重点 Winning in the China market will become more challenging for consumer goods companies. For those that get it right, however, the reward will be substantial 消费品企业要赢得中国市场的挑战越来越大。然而，对于举措得当的企业来说，回报也将是非常可观的 “My household income will significantly increase in the next 5 years” “我的家庭收入在未来5年里将显著增加” Percent of respondents who agree 对此表示同意的受访者占比 Consumer confidence largely u