Tài liệu Retail_pulse_2013_eng

PAST, PRESENT, AND FUTURE OF 1 © Kantar Worldpanel FROM “PAST” TO “PRESENT” RETAIL EVOLUTION 2 © Kantar Worldpanel What is the definition of “Modern Trade”TODAY? Offline Hypermarket, Supermarket, Department store, Convenience store, Outlet, Cosmetics store, Brand shop, Drugstore, Duty free shop Online Internet mall, Door-to-door, Delivery, TV Home-shopping&Catalogue order Traditional: Traditional market, Butchers’, Produce market, Fish market, Mom&pop, etc. Source: Kantar Worldpanel 3 © Kantar Worldpanel “Modern Trade (Young/Premium)” vs. “Traditional(Old/Mass)” 20s High income “Young” 30s “Premium” Low-high income 40s Middle income 50s “Old” “Mass” Modern Trade Low income Traditional Basis=Total Korea Basis: Total Korea incl. fresh food, Shopper profile by channel (Modern Trade vs. Traditional, basis: Total Korea=100), 2012Y 4 © Kantar Worldpanel Definition of “Modern Trade” changes… Stage 1 Penetration Door-to-door Stage 2 Expansion Stage 3 Maturation Stage 4 Post-Modern Delivery Supermarket/SSM Hypermarket Catalogue Order Convenience Store Health&Beauty TV Home-shopping Internet What’s Next? Mobile 5 © Kantar Worldpanel Retail evolution stage of “Korea” and other Asian countries? Korea in Post-Modern! Korea Taiwan Thailand “Concentration” Malaysia Korea (incl. fresh food) Vietnam (Key 4 cities) Indonesia Stage 1 Penetration Philippines China (Mainland) Stage 2 Expansion Stage 3 Maturation Stage 4 Post-Modern “Modernization” Source: Kantar Worldpanel Asia, Basis: Each country excl. fresh food, Modern Trade value% in total FMCG market/ Top3 retailers’ value% in total FMCG market/circle size: avg. spend per shopper of each country/2012Y 6 © Kantar Worldpanel Entering the era of Post-Modern… Looking into the past, present, and future of Korea retail… “Modernization” “Modern Trade” value% by country Vietnam(Key 4 cities) Indonesia 18.1% ■ Hypermarket 18.6% ■ Supermarket Philippines China(Mainland) 28.4% 41.1% Thailand 52.5% Taiwan 58.0% Malaysia 72.4% Korea 89.3% ■ Other Modern Trade “Concentration” “Top3 Retailers” value% by country 26.7% 13.5% 7.3% 8.0% 27.9% 24.2% 29.6% 7.2% Source: Kantar Worldpanel Asia Basis: Each country excl. fresh food, Modern Trade value% by country/Top3 retailers’ value% by country/2012Y 7 © Kantar Worldpanel Korea retail evolves in format, product, and relationship with shoppers… Stage 1 Penetration Stage 2 Expansion Stage 3 Maturation Past Present Format Actual Actual + Virtual Product Specialized Local Standardized National Relationship with Shoppers Personal Impersonal Stage 4 Post-Modern Future ? Source: Kantar Worldpanel 8 © Kantar Worldpanel Korea retail in different evolution stage by category… “Concentration” Household care Total Korea Frozen&Cold Food grocery (incl. fresh food) Personal care Fresh food Stage 3 Maturation Stage 4 Post-Modern “Modernization” Basis: Total Korea incl. fresh food, Modern Trade value% by category/Top3 retailers’ value% by category/ circle size: avg. spend per shopper of each category/2012Y 9 © Kantar Worldpanel Evolving from 2007, expanding Modern Trade and intensifying competition! “Concentration” Household care Total Korea Frozen&Cold Food grocery (incl. fresh food) Personal care Fresh food Stage 3 Maturation Stage 4 Post-Modern “Modernization” Basis: Total Korea incl. fresh food, Modern Trade value% by category/Top3 retailers’ value% by category/ circle size: avg. spend per shopper of each category/2007Y vs. 2012Y 10 © Kantar Worldpanel From 2007 to 2012, Evolution keywords diverse across categories… Fresh food Frozen&Cold Personal care Food grocery Household care 53.3% → 54.3% 53.3% → 54.3% 75.6% → 79.7% 82.5% → 87.3% 89.9% → 92.2% Modern “Freshness” “Bulky/Genuine” “Low price/Bulky/ Decent quality” “New/Young/ Hit/Global” “Convenience” Basis: Total Korea incl. fresh food, Modern Trade value% by category/2007Y vs. 2012Y 11 © Kantar Worldpanel Modern shoppers are category specifics when shopping across channels… Hypermarket Supermarket Fresh food Convenience TV Home-shopping store +Catalogue order Internet Food grocery Drugstore Non-food 1 Fresh meat Fresh meat Dairy Cosmetics Baby products Cosmetics 2 Fruit Fruit Beverage Fish & Seafood Cosmetics Personal care 3 Dairy Vegetable Liquor Dried produce Dried produce Snack Basis: Total Korea incl. fresh food, Category value% by channel, 2012Y 12 © Kantar Worldpanel Waning the Old & Rising the Young… Hypermarkets are at stake! +330% +174% +38% +40% +1% +14% +26% +47% +54% +55% +79% -3% Older Younger Basis: Total Korea incl. fresh food, Channel value growth%, 2007Y vs. 2012Y 13 © Kantar Worldpanel 2013, hypermarket tries to incorporate all types of TPOs… Planned Weekend Trip  Hypermarket  Club type  PB/PL retailing Everyday Convenience  Supermarket Virtual Participation Life Style Embraced  Virtual QR code store  Internet mall  Mobile app  Health&beauty  Drugstore  Convenience store Source: Kantar Worldpanel 14 © Kantar Worldpanel Especially gaining competitive edge online with fresh food… 13.9 Personal care 8.6 45.3 Household care Food grocery Frozen&Cold 53.9 62.8 8.9 12.8 3.9 29.1 25.1 9.2 10.5 11.6 1.3 10.7 22.7 Open market 7.0 8.8 5.1 7.8 2.8 Fresh food Internet 44.8 43.3 34.3 15.9 Homeshopping Hypermarket mall & Dept. store mall Others Basis: Total Korea incl. fresh food, Category value% by internet sub-channel, 2012Y 15 © Kantar Worldpanel Hypermarket mall ONCE a rising star, threatened by the next generation of E-commerce… (%) Open market Homeshopping&Dept. store mall 60 Hypermarket mall Others (Social commerce, Overseas, Blog, Brand mall, etc.) 50 40 30 20 10 0 2009 2010 2011 2012 Basis: Total Korea incl. fresh food, Sub-channel value% in internet, Latest 4Yrs 16 © Kantar Worldpanel Active participation of 40-50s will shake up the online landscape! (%) 20s 30s 40s 50s 100 90 80 70 60 50 40 30 20 10 0 2007 2008 2009 2010 2011 2012 Basis: Total Korea incl. fresh food, Internet mall penetration% by age, Latest 6yrs 17 © Kantar Worldpanel The “Future” of Korea retail…? Stage 1 Penetration Stage 2 Expansion Stage 3 Maturation Stage 4 Post-Modern Past Present Future Format Actual Actual + Virtual Value + Experience Product Specialized Local Standardized National Collaborative Global Relationship with Shoppers Personal Impersonal Interactive 18 © Kantar Worldpanel [Format] Value + Experience “On = Off” “Fresh & New” “Healing” Pop-up restaurants Brazil fashion retailer C&A “Fashion Like” Groupon interactive kiosks in Chicago IKEA furniture collection pop-up restaurants Senior lifestyle shops E-bay offline mall in NY Selfridges, “No Noise Marketing” 19 © Kantar Worldpanel [Product] Collaborative Global Evolving “the Old”, TV Home-shopping & Subscription  TV Home-shopping Collaboration Emerging “the New”  Transform into “Subscription commerce” www.mybeans.co.kr Carrefour Contact/City TV Homeshopping collaborate with fashion designers Urban style TV Homeshopping collaborate with beauty mentors Tesco/Carrefour Hobby subscription, Bambox – Nerd/Party/Business Drive through Pickup service TV Homeshopping collaborate with stars TV Homeshopping sell “mid-Luxury” TV Homeshopping sell mid-luxury GS shop Lifestyle/theme online mall www.10box.co.kr Carrefour Montagne Trip/leisure 20 © Kantar Worldpanel