实现颠覆式增长的品牌战略解码Decodedisruptivebrandgrowth人口红利收缩，消费力停滞，零和游戏中竞争白热化Aspopulationgrowthsloweddownandshopperbasketstagnant,competitiongetsmorefierceinazero-sumgame中国快消市场主要指标KeyfiguresofFMCGcategory(2018vs.2017）+5.2%+2.3%+2.8%+4.2%品类销售额增长ValueGR人口数增长PopulationGR户均花费增长Avg.spendingGR活跃品牌数增长ActivebrandnumberGR活跃品牌数：家庭样组样本户有购买到的品牌数ActiveBrand:BrandpurchasedbyanyHHPpanelist数据来源：凯度消费者指数家庭样组,2018vs.2017Datasource:KantarWorldpanelHouseholdpanel,2018vs.2017彩妆营养补给品婴儿配方奶粉护肤品生活用纸碳酸饮料瓶装水个人清洁头发洗护衣物洗涤口腔护理咸味零食速冻食品啤酒饼...