The online market for FMCG continues to expand

The e-commerce industry has maintained rapid growth in recent years，It has also unleashed great potential during the pandemic，In 2020, the 618 Mid-Year Good Thing Festival has become the first shopping event in China after the epidemic，It is important to the economies of countries that are taking the lead in recovering from the global pandemic，The significance of boosting national consumer confidence is particularly far-reaching。对此，Nielsen researches and analyzes industry data as well as social media big data，Released the White Paper on E-commerce Industry Trends in the first Half of 2020 (hereinafter referred to as the White paper)，Interpret the characteristics and trends of online retail industry，Explore the characteristics of consumers' online consumption behavior，Analyze the impact of the epidemic on online consumers，Analysis of future consumer market growth momentum。

The FMCG data monitored by Nielsen during the 618 period found that Jingdong's growth rate exceeded the overall market growth rate. From the analysis of sub-categories, a large number of livelihood categories represented by food during the 618 period significantly exceeded the growth rate of the broader market。Jingdong Big data shows that in the first half of 2020, more than 10,000 brands have achieved a 100% year-on-year increase in transaction volume in Jingdong Supermarket，7,000 brands achieved a 200% increase in turnover year-on-year，5000 brands achieved a 300% increase in turnover year-on-year，There are 200 brands to achieve turnover of more than 100 million yuan，More than 20 brands achieved turnover of more than 1 billion。

Online market as' source of growth '

Market data monitored by Nielsen found that in 2019, the FMCG market 1.Of the total sales of 3 trillion yuan, the growth rate of the offline market has slowed down, with a growth rate of 4% in 2019, while the growth rate of the online market has exceeded 30%。In the early stage of the epidemic, many offline physical stores could not operate, making the original offline market show a downward trend;In order to solve the dilemma, various category manufacturers have expanded online channels。

Annual data show that the growth rate of the offline market slowed down in 2019, and some categories showed a negative growth trend, while the penetration rate of the e-commerce industry among consumers has been increasing in recent years。A large number of brand owners in the development of offline at the same time, put into the development of online market as a more important main direction。This year, with the rise of the "home" economy during the epidemic, a large number of traditional offline high-frequency consumer categories have increased significantly online, and more consumers buy online categories with high quality and timely demand, such as grain, oil and rice and other products, which clearly represents the transformation of consumers in the shopping mode。

Social media data shows that the volume of Weibo voice in the e-commerce industry has increased

The epidemic has brought more opportunities to the e-commerce industry。The white paper shows that since the outbreak of the epidemic, the micro-blog volume of the e-commerce industry has maintained an overall trend of rising, and the volume of sound has reached a phased peak around several key promotion nodes (such as: Women's Day, Mother's Day, "520", "6·18", etc.)。Deepening cooperation with the field of short video and live broadcasting, focusing on strengthening the connection between platforms, but also for e-commerce platforms such as Jingdong to attract more new users and enhance user stickiness to broaden the road。

It is worth noting，Various livestream activities to help farmers carry goods during the epidemic，Including a series of live broadcast to help solve the problem of unsalable goods, local government leaders personally "bring goods", Jingdong opened green channels for agricultural products, and Beijing Xi to help farmers，Have further strengthened the connection between the origin of fresh products and buyers at both ends of the Internet，It has also received attention and discussion from consumers。Under the background of the full support and development of rural e-commerce by governments at all levels, vigorously supporting small and medium-sized enterprises and continuously investing in the development of sinking platforms and adhering to the strategy of assisting agriculture will have the opportunity to open up new channels and bring new opportunities。

Core brands that drive more than 90% of consumption growth choose 618 to launch new products

Under the influence of the epidemic in the first half of 2020, the cumulative amount of orders placed during Jingdong 618 this year exceeded 269.2 billion yuan, more than 33 percent year-on-year.The 6% growth has created a new record in recent years, and has a huge positive effect on promoting consumption vitality, remediation and upgrading。Open data display，Jingdong has become the first platform for major brands to launch new products，618 has become the largest new product release node, more than 90% of the core brands have released new products in Jingdong 618，Orders for new products increased 408% year on year，Of the 187 brands that have sold over $100 million，New products contributed more than 35%。

With the continuous development of the e-commerce industry after two decades, the penetration rate among consumers continues to increase, how can brand owners borrow the rapid development of the e-commerce industry, and the layout of online and offline markets will be the main direction to further enhance market competitiveness in the future。

From the first half of the year, especially 618 data analysis, what are the new trends in the e-commerce industry？The white paper pointed out that in the first half of 2020, the consumption keywords of "high-end and exquisite" continued to grow, and the attention reached a peak during large-scale shopping festivals and promotional activities, including "618", and high-quality consumption continued to become the main line of development of the Chinese market。Around the "platform", "brand", "product"，The e-commerce platform provides a huge selection of goods at the same time，We should also strive to provide the most appropriate goods and services for every consumer，Strive to make consumers "want" and "buy"，And rely on the platform's strong supply chain capabilities，Make consumers rest assured to place orders，Prompt delivery of goods，因此，A one-stop shopping platform that wins the hearts and minds of consumers will have a more long-term development，And become the growth partner of more brand owners。