鐛甸牠鑱氱劍锝滀笂娴烽鍝佽垏蹇秷琛屾キ(y猫)鐨勯珮绔礂浣嶅闀�(zh菐ng)瓒ㄥ嫝(sh矛)
鐧�(f膩)甯冩檪(sh铆)闁擄細2025-12-10
? 琛屾キ(y猫)鑳屾櫙 — 鐐轰粈涔�“闇�姹傛仮寰�(f霉) + 绲�(ji茅)妲�(g貌u)瑾�(di脿o)鏁�”锛岀偤涓珮绔礂浣嶆墦闁�(k膩i)绌洪枔
- 鎿�(j霉) Bain & Company + Kantar Worldpanel 鐨勫牨(b脿o)鍛�锛�2025骞村墠涓夊搴︿腑鍦�(gu贸) FMCG 甯傚牬(ch菐ng)锛堝寘鍚鍝併�佹棩鐢ㄥ搧绛夛級鏁撮珨閵�(xi膩o)鍞鍚屾瘮澧為暦(zh菐ng)绱� +1.3%锛屼富瑕佺敱閵�(xi膩o)閲忓闀�(zh菐ng)锛�+3.8%锛夊付鍕�(d貌ng)锛屽悓鏅�(sh铆)骞冲潎鍞児(ji脿)鐣ラ檷锛�-2.4%锛夈�傞�欒〃鏄庨洊鐒跺児(ji脿)鏍肩(j矛ng)鐖�(zh膿ng)浠嶅湪锛屼絾娑堣不(f猫i)閲忕┅(w臎n)瀹氾紝甯傚牬(ch菐ng)骞舵湭澶у箙钀庣府锛岃�屾槸鍚�“楂橀牷”銆�“鍓涢渶 + 鎬�?x煤n)r(ji脿)姣� + 鍝佽唱(zh矛)骞宠 ”鏂瑰悜鐧�(f膩)灞曘��
- 闆栫劧 2024 骞存暣楂� FMCG 琛屾キ(y猫)鏇剧稉(j墨ng)姝峰闀�(zh菐ng)浣庤糠锛屽児(ji脿)鍊煎闀�(zh菐ng)鐜囬檷鑷宠繎骞惧勾浣庨粸(di菐n)锛屼絾 2025 骞翠互渚�(l谩i)锛岄毃钁楁秷璨�(f猫i)鐠�(hu谩n)澧冩敼鍠�銆佹笭閬撹畩闈╋紙绶氫笂 + 鏂伴浂鍞� + 绀惧崁(q奴)/鎶樻墸搴� + O2O锛夊姞閫�锛岃妤�(y猫)闁�(k膩i)濮嬪嚭鐝�(xi脿n)绲�(ji茅)妲�(g貌u)鎬ц(di脿o)鏁磋垏鎭㈠京(f霉)璺¤薄銆�
- 鍚屾檪(sh铆)锛岃妤�(y猫)灏�(du矛)“鍍�(ji脿)鍊煎瀷娑堣不(f猫i) + 璩�(zh矛)閲� / 鍔熻兘 /楂旈(y脿n)鎻愬崌 /鍋ュ悍 /渚垮埄鎬�”瑕佹眰瓒婁締(l谩i)瓒婇珮锛涢珮绔寲銆佸樊鐣板寲銆佷緵鎳�(y墨ng)閺堝劒(y艒u)鍖�銆佹笭閬撳壍(chu脿ng)鏂扮瓑鎴愮偤寰堝鍝佺墝绐佺牬鍙�銆�
閫欎簺鑳屾櫙鎰忓懗钁楋細鍗充究鏄竴鍊�(g猫)鎴愮啛涓旂(j矛ng)鐖�(zh膿ng)婵�鐑堢殑闋�(l菒ng)鍩燂紝涔熺郸涓珮绔汉鎵嶇暀涓嬩簡杓冨鎴�(zh脿n)鐣ュ瀷銆佸皥(zhu膩n)妤�(y猫)鍨嬨�佺鐞嗗瀷宕椾綅绌洪枔 —— 鐗瑰垾鏄皪(du矛)浜庢噦甯傚牬(ch菐ng)銆佹噦娓犻亾銆佹噦渚涙噳(y墨ng)閺堬紡鏁�(sh霉)瀛楀寲锛忓搧鐗岋紡閬�(y霉n)鐕�(y铆ng)鐨勪汉鎵�銆�
?? 鐛甸牠 / 鎷涜仒姗�(j墨)妲�(g貌u)鐨勮鑹� & 琛屾キ(y猫)涓珮绔汉鎵嶉渶姹�
- 蹇秷锛忛鍝佽妤�(y猫)鐨勭嵉闋叕鍙镐粛淇濇寔杓冮珮娲昏簫搴﹁垏闇�姹�銆傚湪 2025 骞� “蹇秷鍝佺嵉闋叕鍙告帓鍚�”涓�锛屽剟鐛电嵉闋�銆佺閵冲湅(gu贸)闅� 绛夊偝绲�(t菕ng)锛忓皥(zhu膩n)妤�(y猫)鐛甸牠姗�(j墨)妲�(g貌u)琚垪鐐� “琛屾キ(y猫)棣栭伕”銆傚畠鍊戞搮闀�(zh菐ng)鐐洪鍝侊紡椋叉枡锛忔棩鍖栵紡鏂伴浂鍞瓑浼佹キ(y猫)鎻愪緵涓珮绔競鍫�(ch菐ng)銆佷緵鎳�(y墨ng)閺�銆佸搧鐗�銆佺鐞嗗礂浣嶇殑浜烘墠銆�
- 渚嬪锛屾湁鍏徃閫氶亷(gu貌)鐛甸牠鍦ㄤ笂娴疯繀閫熸壘鍒�“娑堣不(f猫i)鍝佽妤�(y猫)璩囨繁浜轰簨绺界洠(ji膩n)”——瑾�(shu艒)鏄庤妤�(y猫)閲嶇祫銆佷汉鎵嶆暣鍚�銆佺祫绻旀灦妲�(g貌u)鍎�(y艒u)鍖栭牷绻侊紝浼佹キ(y猫)灏�(du矛)楂樼銆佺鐞嗗礂浣嶉渶姹傛鍦ㄤ笂鍗�銆�
- 灏�(du矛)浜庝紒妤�(y猫)渚�(l谩i)瑾�(shu艒)锛岃嚜宸辨嫑鑱樺線寰�鑰楁檪(sh铆)闀�(zh菐ng)銆佹晥鏋滀笉纰哄畾锛�“鐛甸牠”鎴愮偤瑙ｆ焙“闇�鍎�(y艒u)璩�(zh矛)銆侀珮鍖归厤銆侀珮鑳屾櫙”鐨勫姞閫熷櫒——灏ゅ叾鏄偅浜涘笇鏈涘紩鍏ヨ法鍦�(gu贸)鑳屾櫙銆侀珮绔搧鐗岀稉(j墨ng)椹�(y脿n)銆佷緵鎳�(y墨ng)閺� / 娓犻亾 / 鍝佺墝閬�(y霉n)鐕�(y铆ng)缍�(j墨ng)椹�(y脿n)鐨勪汉銆�
鍥犳锛屽緸鐛甸牠瑕栬渚�(l谩i)鐪�锛岄鍝侊紡蹇秷琛屾キ(y猫)鐩墠浠嶆槸 “涓珮绔汉鎵嶇埈(zh膿ng)濂� + 鎴�(zh脿n)鐣ヨ(b菙)寮�(qi谩ng)” 鐨勭啽榛�(di菐n)琛屾キ(y猫)銆�
?? 楂樼宕椾綅 / 鑱疯兘鏂瑰悜 — 鍝簺宕椾綅姗�(j墨)鏈�(hu矛)鍦ㄥ鍔�
绲�(ji茅)鍚堟渶杩戞嫑鑱樿定鍕�(sh矛)銆佽妤�(y猫)鍫�(b脿o)鍛婅垏鐛甸牠鏈嶅嫏(w霉)闇�姹�锛屾垜鍊戣兘鐪嬪埌浠ヤ笅骞惧��(g猫)椤�(l猫i)鍨嬬殑宕椾綅锛忚伔鑳芥柟鍚戠壒鍒ュ彈鍒伴潚鐫烇細
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宕椾綅 / 鑱疯兘鏂瑰悜
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鑳屽悗椹�(q奴)鍕�(d貌ng) / 瓒ㄥ嫝(sh矛)
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鍌欐敞
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鍝佺墝绠＄悊 / 鍝佺墝缍�(j墨ng)鐞� /鍝侀(l猫i)缍�(j墨ng)鐞�
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鍝佺墝闇�瑕佸湪绱�(x矛)鍒嗗競鍫�(ch菐ng)銆佸仴搴� / 鍔熻兘 /楂樻��?x煤n)r(ji脿)姣� /宸暟鍖栨柟闈㈤��(j矛n)琛屽畾浣� & 鍗囩礆(j铆)
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閬╁悎鏈夊競鍫�(ch菐ng)鍒嗘瀽銆佸搧鐗屾埌(zh脿n)鐣ョ稉(j墨ng)椹�(y脿n)銆佹秷璨�(f猫i)鑰呯悊瑙ｈ兘鍔涜��
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渚涙噳(y墨ng)閺� / 閲囪臣(g貌u) /閬�(y霉n)鐕�(y铆ng)绠＄悊宕�
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鍦ㄥ児(ji脿)鏍煎鍔� & 楂橀�熸笭閬撴洿杩笅锛屼緵鎳�(y墨ng)閺堬紡鎴愭湰鎺у埗锛忔晥鐜囧劒(y艒u)鍖栨垚鐐洪棞(gu膩n)閸�
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椋熷搧瀹夊叏銆佸師鏂欑鐞�銆佷緵鎳�(y墨ng)绌�(w臎n)瀹氭�у挨鐐洪噸瑕�
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娓犻亾 / 鏂伴浂鍞� /O2O /绶氫笂閬�(y霉n)鐕�(y铆ng)椤�(l猫i)宕椾綅
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闅ㄨ憲绶氫笂娓犻亾 + 鏂伴浂鍞� +绀惧崁(q奴)锛忔姌鎵ｅ簵锛忓嵆鏅�(sh铆)闆跺敭鑸堣捣锛屽叕鍙搁渶瑕佹噦娓犻亾锛忛浕鍟嗭紡鐗╂祦鐨勪汉鎵�
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灏�(du矛)鎳�(y墨ng)“鐩存挱锛忓収(n猫i)瀹� + 閵�(xi膩o)鍞紡鍒嗛姺(xi膩o) + 渚涙噳(y墨ng)閺�”鏁村悎鑳藉姏闇�姹傞珮
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绠＄悊灞� /楂樺堡宕椾綅锛堝绺界洠(ji膩n)銆佷汉浜嬬附鐩�(ji膩n)銆佸崁(q奴)鍩熺稉(j墨ng)鐞嗙瓑锛�
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浼佹キ(y猫)閲嶇祫銆佹摯(ku貌)寮�銆佽綁(zhu菐n)鍨�锛岄渶瑕佹湁鎴�(zh脿n)鐣ヨ閲庡拰绲勭箶绠＄悊缍�(j墨ng)椹�(y脿n)鐨勪汉鎵�
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鐗瑰垾閬╁悎鏈夎法鍦�(gu贸)锛忓叏鍦�(gu贸)锛忓崁(q奴)鍩熺稉(j墨ng)椹�(y脿n)鑰�
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鐢�(ch菐n)鍝� / 鍝侀(l猫i)鍓�(chu脿ng)鏂� /鍋ュ悍 /鍔熻兘灏�(d菐o)鍚戠敘(ch菐n)鍝侀枊(k膩i)鐧�(f膩)
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鍋ュ悍銆佸姛鑳芥��銆佸搧璩�(zh矛)鍖栨垚鐐鸿定鍕�(sh矛)锛岄鍝侊紡椋叉枡浼佹キ(y猫)闇�瑕佸皥(zhu膩n)妤�(y猫)寰炰簨鐢�(ch菐n)鍝佺爺鐧�(f膩)鑸囧姛鑳芥�у壍(chu脿ng)鏂颁汉鎵�
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灏�(du矛)灏�(zhu膩n)妤�(y猫)鑳屾櫙銆佸競鍫�(ch菐ng)娲炲療銆佺爺鐧�(f膩)缍�(j墨ng)椹�(y脿n)瑕佹眰楂�
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姝ゅ锛屾牴鎿�(j霉)鏌愮嵉闋叕鍙告渚�锛屾湁鍏徃鍦ㄤ笂娴烽�氶亷(gu貌)鐛甸牠灏嬫壘“鍏峰倷绲勭箶璁婇潻缍�(j墨ng)椹�(y脿n) + 鏁�(sh霉)瀛楀寲浜哄姏璩囨簮绠＄悊鑳藉姏”鐨勯珮绠★紝浠ユ帹鍕�(d貌ng)鍏ㄥ湅(gu贸)鍦�(tu谩n)闅�(du矛)鏁村悎鑸囪柂閰珨绯婚噸妲�(g貌u) — 瑾�(shu艒)鏄� HR锛忕祫绻旂鐞嗘柟鍚戜篃鍦ㄦ垚鐐洪噸榛�(di菐n)銆�
?? 浣嗕篃鏈夋寫鎴�(zh脿n)锛忛檺鍒� — 绲�(ji茅)妲�(g貌u)鎬у晱(w猫n)椤�銆佺(j矛ng)鐖�(zh膿ng)銆佽(j菒n)鎱庢摯(ku貌)寮�
- 闆栫劧 FMCG 甯傚牬(ch菐ng)鏈夋墍鍥炴殩锛屼絾鏁撮珨鍍�(ji脿)鍊煎闀�(zh菐ng)绶╂參锛屽児(ji脿)鏍兼埌(zh脿n)渚濈劧婵�鐑�锛屽緢澶氫紒妤�(y猫)鍦�“閲� vs 鍍�(ji脿)”涔嬮枔鎺欐墡銆傞�欏皪(du矛)鍏徃鐩堝埄銆佹埌(zh脿n)鐣ユ姇璩囪垏鎷涜仒闋�(y霉)绠楀付渚�(l谩i)澹撳姏锛屼篃鎰忓懗钁椾紒妤�(y猫)灏�(du矛)“楂樼宕椾綅”鐨勬嫑鑱樺彲鑳芥洿璎�(j菒n)鎱�銆佹寫浜烘洿鍤�(y谩n)鏍�銆�
- 琛屾キ(y猫)鍏�(n猫i)鍒嗗寲鍤�(y谩n)閲嶏細閭ｄ簺瀹氫綅澶х溇銆佷綆鍍�(ji脿)銆侀珮闋绘秷璨�(f猫i)鐨勫搧鐗屽彲鑳芥洿鍌惧悜浜�“鎴愭湰鎺у埗 + 瑕�(gu墨)妯￠亱(y霉n)鐕�(y铆ng) + 鍩虹(ch菙)宕椾綅”锛涜�屾兂瀹氫綅楂樼锛忓仴搴凤紡鍝佽唱(zh矛)鍖栵紡宸暟鍖栫殑鍝佺墝锛屾墠鏇撮渶瑕佷腑楂樼锛忓皥(zhu膩n)妤�(y猫)锛忕鐞嗕汉鎵�銆備篃灏辨槸瑾�(shu艒)锛屼笉鏄墍鏈夊叕鍙搁兘鏈�“鐛甸牠闇�姹傦紡楂樼宕椾綅闇�姹�”銆�
- 灏�(du矛)浜烘墠瑕佹眰楂橈細闄や簡鍌崇当(t菕ng)缍�(j墨ng)椹�(y脿n)涔嬪锛岀従(xi脿n)鍦ㄤ笉灏戜紒妤�(y猫)閭勮姹傝法闋�(l菒ng)鍩熻兘鍔� —— 姣斿渚涙噳(y墨ng)閺� + 鏁�(sh霉)瀛楀寲 + 鍝佺墝 + 娓犻亾 + 鏂伴浂鍞暣鍚堣兘鍔�锛涢�欐ǎ鐨勫京(f霉)鍚堝瀷浜烘墠闆ｆ壘锛屼篃鎰忓懗钁楃嵉闋� / 浼佹キ(y猫)鏇村偩鍚戜簬“闋儴鑳屾櫙 / 澶у粻缍�(j墨ng)椹�(y脿n) / 绠＄悊缍�(j墨ng)椹�(y脿n) / 璺ㄥ湅(gu贸)缍�(j墨ng)椹�(y脿n)”鐨勪汉銆�
?? 灏�(du矛)鍦ㄤ笂娴凤紡涓湅(gu贸)椋熷搧·蹇秷琛屾キ(y猫)姹傝伔 / 鐛甸牠浜烘墠鐨勫缓璀�
濡傛灉浣犵従(xi脿n)鍦ㄦ槸姹傝伔鑰咃紙鎴栬�冩叜璺虫Ы锛夛紝骞朵笖鐩(bi膩o)鏄��(j矛n)鍏ラ鍝侊紡蹇秷琛屾キ(y猫)涓珮绔礂浣嶏紡绠＄悊宕椾綅锛忓皥(zhu膩n)妤�(y猫)宕椾綅锛屽缓璀伴棞(gu膩n)娉ㄤ互涓嬪咕榛�(di菐n)锛�
- 绌嶇疮寰�(f霉)鍚堣兘鍔�锛氫緵鎳�(y墨ng)閺� + 娓犻亾 + 鍝佺墝 + 鏂伴浂鍞紡闆诲晢锛�O2O + 鏁�(sh霉)鎿�(j霉)锛忔暩(sh霉)瀛楀寲閬�(y霉n)鐕�(y铆ng)鑳藉姏銆傚柈涓�鎶�鑳藉彲鑳戒笉澶狅紝寰�(f霉)鍚堣兘鍔涙洿鍚冮銆�
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