[营销星球]凯度：赢在全渠道：在重塑的零售业寻找增长点(1)

ISSUE2|JUNE2018OVERCOMINGZEROGROWTHCHANNELSTRATEGYGLOBALGROWTHFORMATSWINNINGMNICHANNELFINDINGGROWTHINREINVENTEDRETAILCONTENTS03OVERCOMING‘ZERO’04OMNICHANNEL:AGLOBALPICTURE06DEFININGCHANNELSTRATEGY08GLOBALMARKETTRENDS10NEWGROWTHFORMATS:E-COMMERCE12NEWGROWTHFORMATS:DISCOUNTERS13FORECAST14WHERETOFINDGROWTH15CREDITS2There’snowayofhidingit:growthhasbecomemoredifficultforfast-movingconsumergoods(FMCG)brandsandretailers.Just1.9%wasaddedtotheglobalvalueoftheFMCGindustrylastyear,andthere’sadisconnectbetweenitsgrowthandthatofgrossdomesticproduct(GDP)—whichsawanincreaseofaround4%duringthesameperiod.Assuch,‘zero’hasbecomethewatchwordfortheFMCGindustryglobally.Zero-basedgrowth–ontheassumptionthatgrowthwillremaingenerallyflatinvolumeinthecomingyears–isthestartingpointf