麦肯锡：2021中国消费报告( 英文 158页)

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China consumer report 2021

Understanding Chinese Consumers: Growth Engine of the World

Special edition 

Contents

Foreword........5

China: Still the world’s growth engine after COVID-19

Revving the engine: The COVID-19 impact........8

Fast forward China: How COVID-19 is accelerating 5 key trends shaping the Chinese economy........10

How COVID-19 has changed Chinese consumption........34

How Chinese consumers are changing shopping habits in response to COVID-19........44

Winning the future of grocery retail in China........56

What can other countries learn from China’s travel recovery path?........68

A perspective on luxury goods companies during and after coronavirus........80

The driver’s seat: Leadership perspectives........88

Leading through a crisis: How McDonald’s China CEO Phyllis Cheung re-ignited growth during COVID-19 90

Rewriting China’s consumer playbook: An interview with Curt Ferguson, President, Greater China and Korea, The Coca-Cola Company..... 98

Tuning up for maximum performance: Digital trategies........104

Rethinking digital marketing in China........ 106

Harnessing the power of social commerce to fuel growth in China........118

How digital B2B changes the game for consumer goodscompanies in China  128

Hitting top speed: Finding new pockets of growth........136

China’s Gen Z are coming of age: Here’s what marketers need to know ..... 138

The art of revenue growth management for consumer packaged goods players in China.... 148

中国消费者报告2021

了解中国消费者：世界增长引擎

特别版本

内容

前言... 5

中国：COVID-19之后，世界仍是增长引擎

COVID-19的冲击后加速发动机........ 8

快进中国：COVID-19如何加速塑造中国经济的5个主要趋势..... 10

COVID-19如何改变了中国的消费........ 34

中国消费者如何根据COVID-19改变购物习惯..... 44

赢得中国杂货零售业的未来... 56

其他国家可以从中国的旅行复苏道路中学到什么？........ 68

冠状病毒治疗期间和之后的奢侈品公司观点........ 80

驱动者企业领袖观点... 88

渡过危机：麦当劳中国区首席执行官张慧琳如何在COVID-19期间重新点燃增长  90

改写中国的消费者手册：可口可乐公司大中华区和韩国区总裁库特·弗格森（Cort Ferguson）访谈  98

调整以获得最佳性能：数字策略..... 104

重新思考中国的数字营销........ 106

利用社交商务的力量推动中国的增长..... 118

数字B2B如何改变中国消费品公司的游戏模式128

达到最高速度：寻找新的增长点........ 136

中国的Z代时代正在成熟：这是营销人员需要知道的138

消费包装品企业的收入增长管理技巧148