E-commerce revolución en consumo masivo
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Presentación de para el eCommerce Day Argentina 2018
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E-commerce revolución en consumo masivo
- 1. 1 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CONSUMO MASIVO REVOLUCIÓN E-COMMERCE AGOSTO 2018
- 2. 2 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. Fuente: Nielsen Global Connected Commerce Survey 2016, 2018 8% 12% 13% 10% 8% 15% 6% 7% 61% 43% 33% 30% 28% 27% 26% 20% 18% 2016 CHG 2018 ROPA, ELECTRÓNICOS Y SERVICIOS, CATEGORÍAS MÁS GRANDES EN DIGITAL. PERO FMCG COMENZANDO A DESPEGAR FMCG Digital ya liderando crecimiento de total consumo masivo en algunos países % DE LOS CONSUMIDORES QUE COMPRARON LOS PRODUCTOS/SERVICIOS ONLINE LATAM 2018 32% 29% 10% 11% 18% 9% 13% 12%
- 3. 3 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. 6.3% UK 1.4% Germany 1.6% Italy 1% Spain 1.8% Switzerland 2.5% Sweden 1% Belgium 2% Denmark 2% Turkey 5.6% USA 2% Canada 1% Argentina 1% Brazil 2% Mexico 18% China 5.6% Taiwan 3.1% Australia 1% Russia 2% Malaysia 2.9% New Zealand <1% India 3% Singapore 1% Indonesia 3.4% Japan <1% Colombia <1% Portugal 1% Norway 0.7% UAE <1% South Africa 6.1% France 20% South Korea GLOBAL CPG GROWTH GDP +3% Offline +4% Online +22% DISTINTOS NIVELES DE DESARROLLO, EN TODOS LOS CASOS DRIVER DE CRECIMIENTO Fuente: Nielsen RMS, Nielsen Panel de Consumidores, Nielsen E-commerce 2017.
- 4. 5 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. E-COMMERCE EN RETAILERS CONSUMO MASIVO: SUPERA EL 1% CRECIENDO + 100% YTD Fuente: ACV e-commerce 2017 full year y 2018 a junio. ENE FEB MAR ABR MAY JUN JUL AGO SEP OCT NOV DIC ENE FEB MAR ABR MAY JUN 2017 2018 0,7% PESO 1,1% PESO $1.371M Ene-Jun 2018 +103% $1.5751M 2017 PESO 0,6 0,6 0,6 0,6 1,0 0,6 0,7 0,6 0,7 0,7 1,2 0,6 0,8 0,9 0,9 1,0 1,9 1,1
- 5. 6 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. $374 millones Hot Sale 2018 140% CRECIÓ LA FACTURACIÓN DEL CANAL EN EL HOT SALE 2018 VS 2017 Fuente: ACV e-commerce. Mes de mayo 2017-2018 y noviembre 2017. Total País – $240 millones Cyber Monday+ Black Friday 2017 +140% vs 2017 Hot Sale 2017 $155 millones
- 6. 7 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. CONSUMO MASIVO CONTRIBUYE 70% DE LAS VENTAS, IMPORTANCIA NON FOOD EN EVENTOS (HOT SALE/ MUNDIAL) Fuente: Scantrack E-commerce. 215 categorías. Información de enero a junio Total país – 2017 y YTD’18 PESO POR DEPARTAMENTO (FACTURACIÓN) 17.0 18.9 19.8 17.1 11.8 13.5 18.3 19.5 21.2 20.5 13.3 20.1 14.6 15.7 16.3 15.6 8.6 13.8 10.4 10.6 10.5 10.6 6.4 8.3 29.2 25.2 21.6 26.3 51.6 35.0 10.6 10.1 10.7 9.8 8.4 9.3 ENE FEB MAR ABR MAY JUN BEBIDAS COMESTIBLE LACTEOS LIMPIEZA NON FOOD PERFUMERIA 15.4 15.4 20.4 18.0 14.7 13.1 10.0 8.9 28.5 35.1 11.0 9.5 2017 YTD'182017 YTD’18
- 7. 8 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ARGENTINA Y CHILE CON DINÁMICAS MUY SIMILARES Fuente: Scantrack E-commerce. 215 categorías Argentina y 167 Chile. Información de enero a junio Total País – YTD’18 vs YTD’17 0,7 15.4 18.0 13.1 8.9 35.1 9.5 19.5 7.7 15.7 10.3 41.0 5.9 CHILEARGENTINA 1,1 PESO 0,8 PESO +34%+103% BEBIDAS ALMACEN LACTEOS LIMPIEZA NON FOOD PERFUMERÍA
- 8. 9 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. PAÑALES P/BEBÉ CREMAS FACIALES SHAMPOOPERFUMERÍA 47,1 LED HELADERAS LAVARROPASNON FOOD JABON LÍQUIDO P/ROPA PAPEL HIGIENICO ROLLOS DE PAPEL P/COCINA LIMPIEZA BEBIDAS GASEOSAS CERVEZAS AGUAS MINERALESBEBIDAS LECHES LARGA VIDA YOGUR PANIFICADOSLACTEOS GALLETITAS DULCES SECAS CAPSULAS P/PREP BEBIDAS YERBAS COMUNESALMACEN Total País – YTD’18 TOP 3 CATEGORÍAS MÁS VENDIDAS LED, BEBIDAS Y PRODUCTOS NO BÁSICOS, LOS MAS BUSCADOS Fuente: Scantrack E-commerce. 215 categorías. Información de enero a junio. FACTURACIÓN 77,3 69,3 42,9 19,633,2
- 9. 10 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. DENTRO DE CONSUMO MASIVO, EL 70% SON CONSUMIBLES: BEBIDAS Y LACTEOS Fuente: Scantrack E-commerce. 215 categorías. Información de enero a junio. *DI: Base 100 en 0,8 como peso promedio de e-commerce en el top 15 de categorías. Total País – YTD’18 vs YTD’17 71% 29% NO CONSUMIBLES CONSUMIBLES 61% 235% 32% 43% 37% 91% 49% 51% 54% 45% 88% 44% 128% 52% 70% VENTAS VALOR – TOP 15 CPs VAR YTD 46,720,166 37,721,274 27,642,698 25,333,811 21,345,551 17,766,059 15,184,056 14,463,212 14,102,106 13,062,876 9,731,657 9,339,763 9,279,807 9,270,980 9,058,817 BEBIDAS GASEOSAS CERVEZAS PAÑALES P/BEBES AGUAS MINERALES LECHES UAT JABÓN LÍQUIDO PARA LA ROPA PAPEL HIGIENICO YOGUR GALLETITAS DULCES SECAS CAPSULAS DE CAFÉ VINOS TINTOS PANIFICADOS CREMAS FACIALES YERBAS COMUNES SHAMPOO
- 10. 11 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. DISTINTOS ENTORNOS Y SOLUCIONES, DISTINTAS DINÁMICAS DIGITALES: CHINA/ FRANCIA…ARG? Fuente: Datos da Medición Global de Ventas por E-commerce de Nielsen El consumo cambia significativamente entre los países 3385 2808 2017 1837 978 828 790 697 686 620 597 578 552 527 460 CREMAS P/CUERPO LECHE MATERNIZADA CREMAS FACIALES PAÑALES BEBES DESMAQUILLANTE TÓNICO FACIAL TOALLAS HUMEDAS ALIMENTOS P/MASCOTAS JABONES Y DETERGENTES… LECHES REFRIGERADAS GALLETITAS SHAMPOO JABON DE TOCADOR PROTECCION FEMENINA TABLETAS DE CHOCOLATE 311 164 152 141 127 124 115 112 110 108 106 101 98 90 81 QUESOS AGUAS MINERALES LECHES REFRIGERADAS BEBIDAS GASEOSAS TOALLAS HUMEDAS BEBE YOGUR JAMON ALIMENTOS PARA BEBE GALLETITAS JUGOS LISTOS P/BEBER CAFE SOLUBLE CERVEZAS ROLLOS DE PAPEL… JABONES Y… VEGETALES ENVASADOS CONSUMIBLES NO CONSUMIBLES VAR YTD 24% -9% 1% 23% 32% 28% 131% 46% 90% 80% 50% 25% 57% 60% 13% 17% 17% 15% 11% 15% 15% 15% 15% 15% 19% 20% 28% 21% 19% 16% VENTAS VALOR (USD millones) VAR YTD VENTAS VALOR (USD millones) FRANCIACHINA
- 11. 12 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. GRAN DESARROLLO DE BEBIDAS EN EL CANAL ONLINE Fuente: Scantrack E-commerce y Total Supermercdos. 26 categorías de bebidas. Información de enero a junio. Total País – YTD’18 vs YTD’17 85% 31% ON OFF VARIACIÓN DE LAS VENTAS VALOR POR CANAL PESO YTD BEBIDAS VENTAS PRESENCIALES 15% PESO 19% PESO E-COMMERCE
- 12. 13 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ALTAS TASAS DE CRECIMIENTO, GASEOSAS Y CERVEZAS LIDERANDO Fuente: Scantrack E-commerce. 26 categorías. Información de enero a junio. *DI: Base 100 en 0,7 como peso promedio de e-commerce en el top 15 de categorías Total País – YTD’18 vs YTD’17 46,720,166 37,721,274 25,333,811 9,731,657 8,386,572 6,486,426 6,200,310 2,976,973 2,703,477 2,165,362 1,759,787 1,733,131 1,312,152 1,288,538 797,544 BEBIDAS GASEOSAS CERVEZAS AGUAS MINERALES VINOS TINTOS AGUAS SABORIZADAS JUGOS LISTOS P/BEBER FERNETS WHISKY JUGOS EN POLVO VINOS BLANCOS CHAMPAGNE JUGOS ISOTONICOS APERITIVOS ALCOHOLICOS BEBIDAS A BASE DE HIERBAS VERMOUTH 61% 235% 43% 88% 45% 58% 190% 118% 51% 67% 42% 62% 127% 53% 109% ALCOHÓLICAS NO ALCOHÓLICAS VENTAS VALOR - TOP 15 CPs VAR YTD BEBIDAS
- 13. 14 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. DIGITAL COMO FUENTE DE CRECIMIENTO PARA FABRICANTES… Fuente: Scantrack E-commerce y Total Supermercdos. Gaseosas, aguas minerales, aguas saborizadas, jugos RTD, isotónicos, concentrados y energy drink. Información de enero a junio. Total País – YTD’18 vs YTD’17 E-COMMERCE VENTAS PRESENCIALES VAR. VOLUMEN YTD POR CANAL VAR. VOLUMEN YTD POR CATEGORÍA 7 CATEGORÍAS 29% 11% 9% 18% 28% 48% 2% 0% -15% 2% -17% 18% BEBIDAS GASEOSAS AGUAS MINERALES AGUAS SABORIZADAS JUGOS LISTOS P/BEBER JUGOS CONCENTRADOS JUGOS ISOTONICOS ON OFF 22% 17% CCDA RESTO MDO 5% -6% CCDA RESTO MDO +19% -1%
- 14. 15 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. LAS MARCAS PROPIAS Y LOS FABRICANTES PREMIUM PRESENTES EN E-COMMERCE Fuente: Scantrack E-commerce y Total Supermercados. Información de enero a junio. Total país - YTD’18 RANKING DE ITEMS - UNIDADES SKIP 3000 CC DOY PACK 1 2 ARIEL 3000 CC DOY PACK 2 1 ALA 3000 CC DOY PACK 3 5 SKIP 1500 CC DOY PACK 4 7 ARIEL 800 CC BOTELLA PLASTICO 5 15 SKIP 800 CC DOY PACK 6 19 DRIVE 3000 CC DOY PACK 7 17 DRIVE 800 CC DOY PACK 8 24 ALA 1500 CC DOY PACK 9 45 ARIEL C/TOQUE SUAVE 3000 CC DOY PACK 10 4 SKIP 3000 CC BOTELLA PLASTICO 20 3 ARIEL 3000 CC BOTELLA PLASTICO 16 6 ARIEL baja espuma 3000 CC BOTELLA PLASTICO 49 8 ARIEL 5000 CC BOTELLA PLASTICO 72 9 DREFT 1470 CC BOTELLA PLASTICO 108 10 JABÓN LÍQUIDO PESO DE LOS EMPAQUES DE 3L 54% 77% E-COMMERCE VTAS PRESENCIALES
- 15. 16 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. 0.5 1.7 2.3 2.2 0.8 2.7 1.0 1.8 0.3 4.5 E-COMMERCE TOP 5 % Argentina Total Store + Nielsen E-commerce Index 3.1% Physical Retail Online Retail 1.1% 2018 2020 Y EN GENERAL RELEVANTE PARA EL RETAILER…A FINALES 2018 VENTAS ONLINE AL NIVEL DE LAS BOCAS TOP DE ALGUNAS CADENAS Fuente: ACV total y ACV e-commerce 2018 enero a junio. Total País – YTD’18 PESO E-COMMERCE 1,1 2,6
- 16. 17 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. SURTIDO PRECIO SHOPPER EXPERIENCE 5. Curation Commerce 6. Amigarse y experimentar con I.A 1. Oferta online exclusivas 2. Rango Omni-channel 3. Resetear tácticas de precio 4. Manejarse en zonas grises DIGITAL VS BRICK & MORTAR: SIMILARES FACTORES CLAVE PERO DINAMICAS DISTINTAS Fuente: Estudio Nielsen How to Win E-Commerce. Singapore 2018.
- 17. 18 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. CONVENIENCIA = CONECTADO = FACILIDAD, UTILIDAD Y SIMPLICIDAD Fuente: Nielsen LATAM Quest for Convenience 2018 LATAM Moviéndose más allá de ride-hailing, estas aplicaciones atraen a más latinos online a través de comidas a pedido y entrega de paquetes, pagos sin efectivo y servicios financieros. Comer, entregar y pagar, los consumidores ahora pueden acceder a todos sus artículos esenciales diarios. Contar con u na opción digital flexible, permite a los grandes retailers, tener otra forma de dar CONVENIENCIA a sus clientes…driver clave de elección del PDV en grandes áreas urbanas y shoppers altamente digitalizados, para los que el tiempo es YA… TIPO DE COMPRA ONLINE 39%55% 1%5% ENVIORETIRO AUTO YA CANTIDAD DE PEDIDOS
- 18. 19 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. LA TECNOLOGÍA AL SERVICIO DE LA EXPERIENCIA DE COMPRA Fuente: Nielsen LATAM Quest for Convenience 2018 PAGO INSTANTANEO Los procesos automatizados de pago y pago sin efectivo darán paso a la captura de datos de la canasta y al pago a la salida. DISPOSITIVOS CONECTADOS, COMERCIO VISUAL Los retailers se conectan y se comunican con los consumidores en la tienda, lealtad automatizada y ofertas en tiempo real. REALIDAD AUMENTADA Los compradores recibieron visitas personalizadas y guiadas a la tienda para alertarlos sobre ofertas e información basadas en compras pasadas.
- 19. 20 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. EDLP HIGH 30~50% Lift MEDIUM 15~30% Time deal Personalized offer Special Pack LOW 5~15% Lift VERY HIGH 250~400% Lift HIGH 30~50% Lift LOW 5~15% Lift Offline Online PRECIO: RESETEAR TÁCTICAS DE PRECIOS Fuente: Nielsen Analytics
- 20. 21 Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Notas del editor
- Why Today is so relevant for the total E-Commerce world to start talking & taking action on FMCG E-Commerce for (FAST MOVTING Consumer Goods)? While Fashion, Music/Books, Electronics, Tech Services (Travell, Tickets) keeps leading on E-commerce. Since 2016 FMCG segments have been growing the most. Shoppers have already and keep choosing Digital channels for diverse products. Comparing 2016 vs 2018 shoppers keep showing interest in using, and increase usage of digital platforms for all segment all categories show a positive shift , Avg Grwoth + 7% FMCG categories showing above avg growth, with Fresh groceries grwoing +15% With 40-30 of shoppers doing on line purchases for PC items
- So let’s start by looking at some numbers around how big eCommerce is getting, Digital shopping is finally starting to mature in the grocery industry, it is big trigger to change consumer habit globally to adopt eCommerce South Korea is the leading the way, already 20% of sales comes from eCommerce, China is the largest market and innovation market for eCommerce, already online shopper in china is bigger than total population of Europe. US, UK, France some developed market eCom growing with declining offline store, SEA, LatAm, still emerging countries where under 5% eCom contribution but every year more than 40% growth and create new market with driving new consumption Let’s take a closer look at just how big e-commerce is getting, and how it’s revolutionizing personalization. Digital shopping is finally starting to mature in the grocery industry, with online spending accounting for 6-7% of global FMCG sales. As we previously touched on, South Korea is leading the way, with 1 out of every 5 FMCG dollars spent online. China is another hotbed of e-commerce innovation, with more people online than the entire population of Europe. France, the U.K., the U.S. and Australia are all seeing fast growth in FMCG e-commerce, though they still have a way to go to catch up to China and South Korea. As e-commerce adoption grows, so does our ability to personalize offers, assortment and content based on better customer data and more fluid store fronts. CPG 가 이커머스에서 중요한 이유 : 식품 등, 자주 구매하기 때문에 라이프스타일이 된다. 모든 유통사 Ali, Amazon 가 CPG 에 관심 갖는 이유 가전제품이나 기저귀 등의 제품은 마진이 좋지 않다. 화장품 식품, 패션은 25% 마진 가지고,수익성 개선에도 도움을 준다.
- So How big and how much is growing FMCG Retail E-commerce in Argentina? Here is Nielsen E-commerce index. Identical to what Manufacturers and retailers for years have been receiving for Off Line sales, now on Digital. Scantrack data of e-commerce for these set of FMCG Retailers. A consistent growth, and starting to gain relevance: - already surpassing 1% of sales/ relevance avg Impressive growth ratio + 100% clearly above inflation Growth beating every single months and event year over year…. E-commerce events impresive, but off event calendar also grows…
- Events are relevant, in spite of the picks, they keep growing….Hot sales 2018 + 140% vs 2017
- So what is been purchase with in these retailers…. Non Food is relevant but in events… FMCG accounts for over 70% of sales and off 2 key evetns even reaching 80% Impressive more over when considering that some players do not have full FMCG e-commerce capacity yet - CRF/ LA only Non food - Coop E-commerce FMCG only in Bahia Blanca Location
- Scope of categories similar in Arg &% Chiles….yet 2018 Argentina out peace chile on growth of E-commerce FMCG
- Now what shoppers are purchasing? Not the same and not at the same ratios than online vs off line…. These are segments and their relevance in each basket: For these retailers that are close to every day life of shoppers fiscally Non Food: Led….World Cup Power !!! PC: Baby with dippers…. HHC….laundry but Liquid format…. Beverage & Milk : Soft Drinks….and mostly items that “smoothly” gains traction into digital easy-hevy carry-stock purchase
- In Argentina Shoppers are starting into Digital FMCG via Edible categories over Non Edible…
- Different E-commerce platform/ solutions, drive different patterns… France: More click and collect articulated around actual stores….drive more Edible profile…. Chine: More full Digital market place with shipping more Non Eddible… For Argentina a big opportunity to start pushing more strongly on Non Edible link back into its current Edible profile. Except for Dippers & Paper way to go for other PC & HHC items…
- So that regarding total Categories lets look closer to 1 category (the top one today Beverage), then 1 player and finally 1 item…. First Beverage….lets put the bar high Impressive growth vs Off Line. 2018 Frist Half a recrod year for beverage off line…..even in that context Online over index growth. And starting to reach with in Digital the importance (weright) it has in total Off line (15 vs 19)
- But what is exactly wiht in beverage? Soft Drinks #1 follow by Beers and Water….. All segments growing in $ impresivelly and above inflation
- And with in soft drinks lets rise the bar again. Lets look into Actual Liters (not value with inflation) and lets see Coke One note to keep in mind. Coke is not only soft drinks, manage several brands (coke, Sprite, fanta, del valle) and several Segments (NARDS) Non Acholic Ready to drinks …..So looking into Nards Universe and in Liters… - Online consistently grow more than off line in each NARD segment - Even in some segments underperforming, Online show positive figures…. And what about Coke? In solid 2018, wiht off line growing +22% (keep in mind total consumption in argentina is flat or negative in most FMCG Categories) E-commerce keeps showing growth abov off line 19 vs -1%…and coke even above that…on both channels
- And what about Actual Items Brands? Lets change of category….lets see how Digital impacts our Washing Machines…. We have Powder and Liquid. Off line Liquid is 68% vs 32% of Powder…but Online liquid is 80% vs 20 But more important wihtin Liquids, for online: Much more driven towards 3L Brands A (sckip- Ariel) Top 5 rank is overall similar….but after Rank 5….things change off line Brands B and 800 cc size (drive) vs more Brand A and 3 Ltrs in Online…. Bigger size/ more premium….but effective deal promo can drive this shoppers out of shelfs for more time for our brands vs Off line.
- And for closing Lets look at the actual Store, the retailer….. Why we expect to keep seeing goreth and gaining relevance for this channel even on FMCG. First beacuse some full players are allready heating KPI of Reatil….been Digital sales equivalent to Top #1 seller store…CENCOSUD Reaching there…and Coto Is only mater of time….that moves very fast for other key players to expand Assortman (beyond Non food) and Coverage (Going regioanl or national.-.-vs curretn 1 city- limited reach) By end of 2018 more news to come….
- 다이나믹 프라이싱 가격 모니터링 통해 최저가 연출. 온라인 채널 가격 탄력도 낮다.. 그러나 가
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