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1、HOWASIA’SRISINGRETAILERSARERESHAPINGFMCGISSUE220175851389012221141851327PHILIPPINESTAIWANSOUTHKEACHINAVIETNAMTHAILPEN.MALAYSIAINDONESIAConsumerReachPoint2016THEPOWERPARTNERSHIPSDRIVINGFMCGGROWTHINASIAMarcyKouCEOofKantarW

2、ldpanelAsiaSomeofthefastestgrowingFMCGbrsontheplaaretobefoundinthemarketsconveniencestessupermarketaisleskitchenshelvesofAsia.HoweverthegrowthonoferinAsianmarketsremainsfarfromevenlydistributed.Multinationalbrscontinueto

3、lagbehindthedramaticadvancesmadebytheirlocalcompetits–fewshowsignsofclosingthegap.Glanceattherankingofthewld’smostchosenconsumerbrscompiledbyKantarWldpanelyouquicklynoticethatacrossAsianotwomarketschoosethesameFMCGbrmost

4、frequently.Mostaredominatedbythosethathaveemergedwithintheirownbders.It’satrendthatseesmultinationalbrsoftenstrugglingtocompeteefectivelyinsomeofthefastestgrowingmarketsonearth.itleavesmarketersurgentlyaskingthemselveswh

5、atlocalbrshavethattheirrivalsstruggletomatch.Alargepartoftheanswerliesinthebrvaluepropositionsthatlocalbrsrepresent:expertlyattunedtotheemotionalfunctionalneedsoftheircustomerswithbusinessmodelsthatsupptINTRODUCTION03mea

6、ccessiblepricing.Mostanalysisoftheirsuccessfocusesontheseelements.Howeverthereisathirddriveroftheirdominancethatisequallysignifcant.TheriseoflocalAsianFMCGbrshastakenplacealongsideanequallydramaticriseflocalretailers.The

7、partnershipsfmedbythesetwotypesofAsianchampionarefundamentaltotheirsuccess:theyhelptomakelocalbrsmementallyavailablethanmultinationalrivalstheysupptinnovativeretailerstrategiesthatarebothanticipatingrespondingtoAsia’scha

8、ngingshoppinghabits.InthisreptwewillexplethishiddendimensionoftheriseofAsia’sFMCGbrs.Wewillrevealthelocalretailersthatincreasinglyactasgatekeeperstorapidgrowthmarketsthetypesofpartnershipstheyseekthewaysinwhichlocalbusin

9、essesareresponding.ThroughinterviewswithlocalretailersthemselveswewillexpletheparticularshoppinghabitsdriversofsuccessofconsumersindiferentAsianmarkets.WewillrevealthatnostrategyfreplicatingthesuccessofAsianFMCGBrscanbec

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