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2、 c 0 k% - - o v1 %v5 U03 B l k B | 6 kI_ U P k v H 4 y u | 3 o 5 Wo x xJ y xx h 2 目錄/ CONTENTS01fMx A; g (% 602P20u19 gu Z03 |3 uO ; ; 04uu g4 *4 K505 Ld(*3 /1fMx 6N g 4 /1fMx 6N g r Gf M x 6 “ P g r g G o g2018 v% L k g 12% X,Xo 5 Yo Q o ; vW nc2 k g 10g% o % “ N Y u f M x 6 u f M x 6 q 61200018%16

3、%1000014%800012%10%60008%40006%4%20002%00%2012201320142015201620172018同比增速市場規(guī)模（億元）超市占比 個體零售商銷售占比 網(wǎng)上銷售占比 其他渠道銷售 100.0090.0080.0070.0060.0050.0040.0030.0020.0010.000.000.601.402.503.605.407.309.1011.0020112012201320142015201620172018 G y 3 Y k j*g B o x xJ y xx G yE uromonitor o j*g B o h 5 1 “PY g (%

4、 6f M x 6 “ PY g b201(9 v 6g o g L u V 700 % NL k v 18%,o B ca ) 4 U2020k v1 kQ a18)% k c A U3pc tz d a) 6%k c A U2pc tz; v a1)1% k c A U1pc t o u f M x 6 “ N Y u b ( 62,500阿里平臺銷售額（百萬）YOY40%30%f M x Zt U | ( c2019.1 dM x Zt U | ( c2020.1 d2,0001,50020%10%Q , 15%1,0000% d , Q , 500-10%-20%-30%4%; , v

5、18% d , 6%0-40% U, 70%11% U,64%; , v12% G y G k j*g B o x xJ y xx h 6 h 1yo G G M L u V f G k, S o 2 y G o E G a z k d f k* f 9 Og f m = o o i o y h k g f t k Y k 1 cH v k N 1rufMx raAf M x PP ro Q r X _o o v + A ( l o H5 z v ; +vk k 3 b B o d k x fi k k 3 P o H d c K“ ( c K“ ( | 3 2200151800XX76573

6、 143578 15.8440.3940.7345.19%89.54%82.30%19.214.728.7654.81%10.46%17.70%c2019 H1dP c2019H1d 5 c2018d x xJ y xx G y so j*g B o g B -g | *! v-2g | G + h h 7 1 “P g b 86tf M x 6 “ P g b 8G 6 Lt uV+ to f 201G9“v1 P k2020v1 k g ga %20419 v k1,8%k B c , 9 gu fi Ju kQ 39v% k, d v25% , k; v v39%o, = u f M x

7、 6Zt U W 32%-35%27%53%-59%37%27%43%-39%-4%63%-55%39%u | 3 P 2019 u1 2019 u2 2019 u3 2019 u4 2019 u5 2019 u6 2019 u7 2019 u8 2019 u9 2019 u10 2019 u11 2019 u12 2020 u1 81%25%15%70%92%70%19%36%21%43%43%41%41%37%39%25%24%25%5%14%59%21%16%4%56%78%36%33%31%37%25%77%73%32%35%20%30%f M x12%14% G y G k j*g

8、B o x xJ y xx h 8 1fMx bu o jd( _*b xH v , y Gj d ( _ g j d (W T) A fi o Q y; v kH v , z d 2019v k xc o _ 32%46%33% 30% YOGY59% 56%u 6 V b u 36% u | 320 19u d fi b uP x j d ( 44% YOGY68% 66%53% 53%Q d ;v YOY YOY YOGY50% YOY0.80.64%85% 10% 7% 12% 17% 18%26% 31% 27%16%26%70%60%50%40%30%20%10%0%12% 10%

9、 10%-2%25% 28%232%60%50%40%30%20%10%0%-10%-4%27%16%21%16%35%0.40.20-0.2 G y 3 Y k j*g B o x xJ y xx h 9 2 bu Z2P019 g gu10 /2P-fMx Z 5 r 5 g r l 7 7 o f u VHv 80%) Yv o 9 3 20G18 Jvk u V H v ) A2017$ v c A8.56 %k2x019v! v u V H v ) A k c A 7.31x% o Q b B # c k C ) f k ) f B2Ck S o Ig R Bu 2C g W u F

10、線上（億元）線下（億元）B2C入倉8070605040302010012010080604020079.6919.4065.1532.2667.1125.282016201720182019H1201620172018 G y %“ 0o j*g B o x xJ y xx h 1 1 2P- tU_ 5 B2C + % R + APP o ) kf * uVo B u V 4 lD k E o Go 2 k YB2C% C % S % 3 $ 4 v u VAoP Pcu Vok P 4 kg APP f v J 160s0 D K G k 4 M f 3o u t U _ g rh 平臺平

11、臺接入類型開始合作時間主要合作模式天貓商城網(wǎng)頁、WAP、APP等2012年6月公司自營模式天貓超市網(wǎng)頁、WAP、APP等2015年6月統(tǒng)一入倉模式京東網(wǎng)頁、WAP、APP等2012年12月公司自營模式京東自營網(wǎng)頁、WAP、APP等2016年3月統(tǒng)一入倉模式唯品會網(wǎng)頁、WAP、APP等2013年12月公司自營模式、統(tǒng)一入倉模式蘇寧網(wǎng)頁、WAP、APP等2014年2月公司自營模式當(dāng)當(dāng)網(wǎng)頁、WAP、APP等2013年9月公司自營模式拼多多WAP、APP等2017年12月公司自營模式 G y %“ 0o j*g B o x xJ y xx h 1 2 2P- ZtU(WgF(6t Ug E t U W

12、 g Ft U ( L u6 V o H v2016 v 2k018v k E u V ) A 6 9% 4 Yo 5 y G k Gu V 2016) Av 2018, Uv )kA 16%U28%k GH G 2J016v, k2018v Gu V30)%A U63% o u E W g Ft U ( 6 uFl _ g F F I100%90%80%線上銷售天貓占比線上銷售京東占比其他30%70%59%41%63%37%100%90%80%70%60%50%40%30%20%10%0%京東自營京東商城3%4%3%16%22%28%70%60%50%40%81%30%20%10%0%201

13、674%69%20172018 G y %“ 0o j*g B o x xJ y xx 201620172018 h 1 3 2P- tU5 d( E t U W g Ft U u V60 ok E u V f ) A k 5 0E% Y 4) A k E a10 %4Y) A z Gu V ) A2016, Uv 2018kv ) A 16%U28% o uP t U 5 d ( c dt U 32016 u 2017 u 2018 u P ) AP ) AP ) A E E 281771%293258%331557% E a37910%77916%68212%GGH1895%64513%1

14、02518%G 44611%4559%60210% U k/0%2054%/0% */0%/0%1583%1 Z 1373%/0%/0% 3967100%5016100%5782100% G y %“ 0o j*g B o x xJ y xx h 1 4 2P-ZtU5 d(g(6 5 g “2019 ov Q 4 f % k , U2019av2 a20 19k v7 k a ) 10%U17% o v kQ a ) %185% oU u N gP 5 ( % 6月份銷售額YOY銷量YOY單價YOY市占率2019-011,51439%317%4930%15%2019-02237-55%7-5

15、0%34-10%10%2019-0341763%1242%3415%10%2019-0438141%1114%3424%9%2019-0549141%141%3640%12%2019-0671570%2020%3642%15%2019-0779292%2441%3336%17%2019-0874970%2024%3737%13%2019-0981443%2124%4015%10%2019-1066243%1714%3926%12%2019-111,41021%31-2%4624%16%2019-121,24336%255%4930%15%2019合計9,42637%23210%4125%14%

16、2020-011,80619%310%5919%18% G y o G j*g B o x xJ y xx h 1 5 2P-p4 6gd ;6d 6 g p4 R x 6 0o2 0k16v 2018v k ) & 5 U k ) ) A U201k9v v k g f k SK%U _Tl 5 Uk k) 58 % _kSKU143o ( u 6 u d 6 $ ; u SuKU 6 % _ g h70605040302010016058.0247.5114012032.6535.5736.3137.2633.3334.2634.9740.0539. 42.621110080 SKU gh

17、90131201620172018807060504030201001431176040202006935 33 4167 72 611 )2 )3 )4 )5 ) 5 ) Y2019-022019-052019-082019-112019-022019-052019-082019-11 G y Q %0o Go j*g B o x xJ y xx h 1 6 2P Ld |lg l C | 5 | l g 0 ok D 60%k )k ASG 8 8% zk )A do o t U 2 - 3%) Ak, + zo 0 k J u 201k9v252%k 2020v1 41 %k x 9 J

18、 uo u | l 5g l ( ( * u fig w 8 +豬肉類, 2.35%芒果干, 傳統(tǒng)糕點, 牛肉類, 1.71%1.80%1.14%西式糕點, 2.37%鴨肉零食, 2.61%膨化食品, 8.41%52% 52% 50% 51% 45% 47% 45% 41%40% 43% 43%41%其他類目,19.79%混合堅果,59.82% G y o G j*g B o k h y G M G d=1 -f / _ = G_ k ? k x xJ y xx h 1 7 2P- $ qfi Z2016 - 2018u $ q fig “ fi 6 X ) oa a k 4 P . D k

19、U f 2016 -k2018v k J D a a k P . D D P2016 - 2017v k P .E R D / o 20g17P . % Lo v Lk z v . k u $ x l g x s l#C|r2016u 2017u 2018u D tU28.14%26.74%27.86%+H37.98%37.49%39.18%(-17.23% 32.69%32.92%31.20% 28.32%27.09%28.34%D tU34.46%31.73%28.23%+H43.22%41.80%46.19%(-20.24% 28.23%35.72%26.65% 34.41%31.90%

20、28.95% tD tU29.83%28.47%23.97%+H42.84%40.95%41.22%(-14.99% 35.70%35.54%25.36% 29.92%28.89%24.61% G y %“ 0o j*g B o x xJ y xx h 1 8 2P-2020uu WC2020u N g Z f | o W-CQ P4 1% - 43% k z29019v c Ju k c k R Gy 0 k f D ? 9 8K k k49 % o _= uP z n N $ |爆品品類價格克數(shù)單價/100克月銷量三只松鼠每日堅果9975013.235W+三只松鼠拉面丸子4.7855.53

21、130W+三只松鼠爆漿果汁軟糖54012.550W+三只松鼠中秋零食大禮包14915339.7235W+三只松鼠鍋巴3.3605.5120W+= uP u N $ |熱銷寶貝原價折扣價到手價銷量（萬）銷售額（萬）收藏量（萬）【三只松鼠_堅果大禮包1428g/8袋】零食干果禮盒每日堅果混合送禮188989824724188246【三只松鼠_零食大禮包】休閑食品網(wǎng)紅爆款堅果小吃餅干年貨送禮8059.959.9492930310【三只松鼠_堅果大禮包1633g/9袋】零食每日堅果干果混合送禮禮盒30014813845622755【三只松鼠_堅果大禮包2348g/13袋】零食每日堅果混合送禮禮盒360

22、19818844826842【三只松鼠_夏威夷果265gx2】零食食品堅果干果特產(chǎn)奶油每日袋裝8046.242.740208734 G y o G %“ 0o j*g B o x xJ y xx h 1 9 2P- dp5 F 2 d 10Y W5 F g U 168 “ n1 0go 268“2 0“o o 300 W UZo ” K k 30 mg 4 k39=9_ k t 188_ k5 3%k u fi ? 46 o uP E p 5 U G y x xJ y xx h 2 0 3 bu |3 gO ;21 /3 |3- FIfi dB2C;g F I fi d ; gW ( 6g 2

23、C 2 Bg ZgoB 2C % u V S % yu V % _ k * E o Go f u V k A PP S kH ( g fB2 B z% W f y f_ k , GH C k e , E ao % Z u Vo + u V k+Q A 4+uH V6 6 bBG J k 5 3 $ k 2C %24Bk k kw & 20G15vk 2019v6 kB2C ) A 4 604% Y u B2kB ) A 24%U 27% o g m u m 3 p 6W50%( /F I fi d ; g 單位：百萬元B2CB2B線上線下100%7,0006,0005,0004,0003,00

24、02,0001,000080%24%26%30%25%27%20152016201720182019H120152016201720182019H120%0%73%75%70%74%76%60%40% G y %“ 0o j*g B o x xJ y xx h 2 2 3 |3- E tU(WgFtU(6 E t U ( (W g F( E 6o f v u V k ) A 420u15 lv 2019kv k E S ) A l 55%4 Y2o0 15v 2019v k 5 d y G # k Gu V ) A+ H )7%AU18%k S )9A%U13% o 6 g U% o 5 H

25、u t U ( W g F u E t U ( ( 5天貓旗艦店（2C） 天貓超市（2C）京東直營（2B）京東旗艦店（2C）單位：百萬元第一季度第二季度第三季度第四季度100% 9% 9% 9%16%13%7,00080%60%16%7% 9%13%11%13%18%6,0005,0004,00040%3,00020%2,0001,0000%020152016201720182019H1201520162017201868%15%13%69%64%58%13%57% G y %“ 0o j*g B o x xJ y xx h 2 3 3 |3- tU5 d( F I 2C g2Bg5 ( 6

26、og gC ; g , G J ke b B f 3 k y O 4 k u V J k f %2C f 2016kv 2019v6 k E S f ) A47 %4Y o u | 3 t U 5 2Cd ( g 2Bg 32016 u 2017 u 2018 u 2019 u1-6 P ) AP ) AP ) AP ) AB2C E S 76,237.8153.48%123,529.2854.46%147,527.7251.26%75,143.1247.93%G S10,022.017.03%17,076.787.53%39,269.5813.65%16,978.7510.83% APP -

27、618.560.27%3,174.351.10%2,015.661.29% U19,518.7113.69%18,501.208.16%24,892.238.65%20,279.8812.94%B2BGH10,352.307.26%21,695.179.57%32,966.3411.46%23,431.1714.95% E a14,012.969.83%29,730.9213.11%32,884.6811.43%16,773.3910.70% k S 687.550.48%4,332.571.91%2,891.831.00%- f8,228.185.77%9,138.164.03%600.06

28、0.21%- U3,481.372.44%2,187.050.96%3,574.691.24%2,152.821.36% 142,540.89100.00%226,809.69100.00%287,781.48100.00%156,774.79100.00% G y %“ 0o j*g B o x xJ y xx h 2 4 3 |3- ZtU5 d(g(; 6Zt U ( ; 6R o L u V f G20109kv a ) l 5 U11k0 ka ) 4%U7%k 22020v1 k a ) l 6%4 o u | 3 Zt U 5 ( ; 6月份銷售額YOY銷量YOY單價YOY市占率

29、2019-01352-4%12-5%307%4%2019-02105-39%4-26%24-18%4%2019-0323443%943%270%5%2019-0422527%811%2914%6%2019-0523315%8-7%2924%5%2019-0633425%120%2826%7%2019-0733681%1131%3138%7%2019-0831737%104%3032%5%2019-0934239%104%3334%7%2019-1032425%104%3420%7%2019-1156724%173%3320%6%2019-1244725%11-77%4039%5%2019合計3

30、,81524%1223%3120%6%2020-0156159%125%4652%6% G y o G j*g B o x xJ y xx h 2 5 3 |3- O Z K5g$SKU6;gO Z K 5 g $SKU 6gd 2;019o v k | 6k % _ 34 y o % U50 k Uq N y f k 2u019fi v9 % _202l0 5 v1U % SKzU cl k 450 X X J uo k kufi u Z K 5 g $ 6 SuKUd % _ g h6050408049.867042.956050 SKU(h705650523024.392010028.1

31、529.8928.96 28.6734.45 34.41 33.0730.36 29.8240303320232010120423940372019-022019-052019-082019-11 G y Go j*g B o x xJ y xx 2019-022019-052019-082019-11 h 2 6 3 |3- |l5(:g y+tC | m _ | l g y + to ik f ) A47%kSG 6%8 ) k A ) A “ k u4fi% )XA Xo Y u fi 21% 20%19%18%20% 21% 21% 22% 22%17% 18%J u k u fi20

32、% g kD ) A ho u | l 5 ( g | : u y + t即食魚零食,1.25%雞肉零食, 1.76% 西式糕點,3.73%豬肉類, 3.74%牛肉類, 3.78%鴨肉零食,4.94%混合堅果,46.84%膨化食品, 5.59%其他類目, 22.04%豆腐干, 3.01%傳統(tǒng)糕點,3.31% G y o G j*g B o k h y G M G d=1 -f / _ = G_ k ? k15% x xJ y xx h 2 7 3 |3- $ ;6 Z * o 5 r C |G/ Z o o% f % B 3 P z k fic k o 3 _ k % _ k , % _ y

33、B 2C 3 G _ C k Y D E B2B _ z 3 Y 6 - _% E G _o 3c C J u k 1 o n C g o “ L o u | 3 | l $ 20152016201720182019H1肉類零食24%28%27%27%堅果炒貨7%13%17%26%糖果糕點27%33%29%29%果干果脯29%33%31%31%素食山珍37%40%38%37%線上合計18%24.70%25.63%28.44%28.83% G y %“ 0o j*g B o x xJ y xx h 2 8 3 |3-2 020u 2020u N g Z o - d P 20%k 9 v J u

34、k v f o R Gy 0 k f D ? 98 k K k _44% o u |3 zn $ |爆品品類價格克數(shù)單價/100克月銷量良品鋪子每日堅果8975011.910W+良品鋪子爆米花4.9687.2150W+良品鋪子山楂片19.817511.3130W+良品鋪子零食大禮包9983611.8435W+良品鋪子鍋巴9.79010.7880W+ u | 3 u $ |C5 5c5 cW&cod oK ? t xK K-1761089869.15536777.219436.106o d -2 D3a f500go X 4 4539.532.119.4511622.585388 26.94o

35、d K14 84g/9 ro ? t K 22214813825.78473558.2886 9.6918o d T oK 4 iH 1K g 4 % 5554.944.9815.7036706.358468 61.6458o d -E R1 00go E d 4 g 4028.925.3417.7696450.313561 26.5454 G y o G j*g B o x xJ y xx h 2 9 3 |3- 2 d 14z 5 F 2 d 14Y W5 n F g 9U8“ 10 on 20g0 “ 20“o 300 “ 180“ g W U o K - K 20k mg 4 k23=

36、5_ k t 139_ k Li 13 9 2 0 k 109_ k5 4%k u fi ? 45.5 o g Y E i k 41%k z 9 k u fi? 7 k 9 ho u | 3 E p 5 U G y o E h 30 x xJ y xx 4 buug g4 31 /4-u 2CgR Z 5 B26Cg RBo2 C % k * E B H v ) A u V2k016v 2018v k f 8.7L U25.35Lo B 2C % Y k u V Y % S % B 2C % - 4% v o % + 2E0 16 va2y018Gv k f H k 3.5L U15.3Lo

37、B2Cku fi ) 65A%k S u fi 3)5%Ao u 5 X K Z g 6 Bu 2Cg RB2C(億元）入倉（億元）100%90%45403530252015105080%70%60%50%40%30%20%10%0%29%B2C71%62%38%65% S35%201620172018201620172018 G yW ind o j*g B o x xJ y xx h 3 2 4-uZtU5 d(g(3p6u3 “ g2019 v ok ; v w J kg _ k + a ag3C k v a ) l7% X4 X k v K f fi k a ) %12% o U u

38、u Zt U 5 ( 3 p 6月份銷售額YOY銷量YOY單價YOY市占率2019-011,07037%2316%4618%11%2019-02128-59%5-45%28-25%5%2019-0326753%945%296%6%2019-0423925%925%261%6%2019-0530337%1113%2821%7%2019-0635131%125%3025%8%2019-0733077%1142%2925%7%2019-0840573%1338%3226%7%2019-0939236%1220%3414%8%2019-1038178%1247%3221%7%2019-1171256%

39、1926%3724%8%2019-1262433%141%4432%7%2019合計5,20237%15018%3516%8%2020-011,22214%21-7%5723%12% G y o G j*g B o x xJ y xx h 3 3 4u $SKU x6$ pSK6U gi20o1 9v8 y k%_ 4lku3fi0XXSKkUl45XXk vk%_54 qSkKUU k) 1040XXJuo u $ u SKU 6 % _ g h SKU(h2019-022019-052019-082019-112019-022019-052019-082019-11014272720544

40、84840464560406980901031201002010031.7 34.0 32.3 35.530.0 30.326.0 27.2 25.4 28.6403045.25054.760 G y Go j*g B o x xJ y xx h 3 4 4-u|l Xg +t Wg f| R f + to )A0k y 53%k)ASG 8 8k%) z A tD5) %AzR 0kv 4 Ju4 3%XXo 豆腐干, 1.00%夏威夷果,1.87%42%44%44%43%43%42% 42%46% 45% 45%45% + t u 西式糕點,1.68%牛肉類, 2.29% 鴨肉零食,3.5

41、2%芒果干, 4.61%膨化食品, 8.04%豬肉類, 傳統(tǒng)糕點,2.26%2.13% u ( g s C | B 其他類目,19.37%40%混合堅果,53.24% G y o G j*g B o k h y G M G d=1 -f / _ = G_ k ? k x xJ y xx h 3 5 4-u B2C$ g $ L $ L B2 C g $ + t R Co B02Ck C 2017kv 2018v k C 6.2Lo 7.5L k S C 2.7 Lo 3.7L z R C B20CkC 20k17v 2018v k C 2 9%o 30%k S C 24 %o 24% o 24

42、%24%30%29%35%30%25%20%15%10%5%0%B2C S#= u $ B2 C g R3.696.20 S g L h7.518.007.006.005.004.003.002.001.000.00B2C g L hL | g R= Bu2C $ 20172018201720182.70 G y %“ 0o j*g B o x xJ y xx h 3 6 4-u C|= u u z n N $ |爆品品類價格克數(shù)單價/100克月銷量好想你（百草味）每日堅果14975019.8720W+好想你（百草味）夏威夷果17.92008.95130W+好想你（百草味）肉干肉脯23.910

43、023.9095W+好想你（百草味）紅棗21.917512.5115W+好想你（百草味）鍋巴11.91607.4415W+=uuu N $ |熱銷寶貝原價折扣價均價銷量（萬）銷售額（萬）收藏量（萬）【百草味-年貨堅果大禮包1507g/9袋】每日干果過年零食混合禮盒16898104.518719464171【百草味-年的味道大禮包1058g/6袋】 年貨堅果禮盒過年置辦必備禮品1981181085863089【百草味-年貨零食大禮包】網(wǎng)紅爆款休閑充饑夜宵小吃組合一整箱禮品99.858.958.9462695192【百草味水果干大禮包】年貨零食網(wǎng)紅品蜜餞混合裝芒果脯休閑小吃59.839.939.9

44、31122838【百草味-夏威夷果】2019年新貨堅果奶油味干果零食送開口器69.932.0435.932279815 G y o G j*g B o x xJ yxx h 3 7 4-u 2 d 10z5 F 2 10Y c w W5 n g 30U0“ 1 00 n“go 168“1 0“o ; K g W Uo - K k16 rmg 4 k 61%k u fi ? 4 r 4 o 1=78 _ k t 138_ k LK tk69 _k u u E p 5 U G y h 38 x xJ y xx 5fMx 65 R39 /565 u |l uP g l ( u | l 5 ( g |

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49、| l d (P I Y | l g f | $ + t g w C | Z= uP x l $ P201620172018 28.14%26.74%27.86% 34.46%31.73%28.23% t 29.83%28.47%23.97%_ Z30.07%28.45%27.54%= u | 3 5 l fy | 3 2016201720182019H1 13.06%17.38%25.50%24.14% 27.75%26.70%27.08%26.71% t 33.46%31.47%31.10%33.43% 33.10%29.48%29.37%33.01%“ L 40.38%37.74%36.99%36.30%_ Z24.70%25.63%28.44%28.83% G yW indk %0 k j*g B o x xJ y xx h 4 3 5Z =u m x bg +tP 6f M x bW o 8 20