沙利文联合普乐师发布《2025年中国动销数字化白皮书》
Frost & Sullivan and Plus Release the " 2025 White Paper on the Digitalization of Route to Market in China"
中国消费品零售行业正处于线上线下深度融合、消费需求加速分化与AI技术重塑能力边界的关键阶段。传统动销长期依赖经验判断、人工执行和分散式管理，但随着零售触点持续延展、消费决策链路更加复杂，动销服务正从单点执行转向覆盖消费触点、商品流转、人员赋能、数据反馈与效果优化的系统化服务。本报告基于对中国消费品及零售市场、动销数字化生态及价值创造路径的系统研究，提出以“场、员、货、人”为核心的分析框架，揭示AI与数据能力如何推动动销服务从经验驱动走向能力驱动，助力行业迈向更高效、更智能、更专业的新型服务生态。
China’s consumer goods retail industry is at a critical stage marked by deeper online-offline integration, accelerating consumer segmentation, and AI-driven redefinition of capability boundaries. Traditional route-to-market practices have long relied on experience-based reasoning, in-store execution, and fragmented management system. As retail touchpoints continue to expand and consumer decision journeys become increasingly complex, route-to-market services are evolving from single-point execution toward integrated systematic services covering consumer touchpoints, product circulation, frontline enablement, data feedback, and performance optimization. Based on the research into China’s consumer goods retail market, the digital route-to-market ecosystem, and value creation pathways, this report proposes an analytical framework centered on “place, personnel, product, and people,” and reveals how AI and data capabilities are driving route-to-market services from experience-driven execution to capability-driven operation, supporting the industry’s transition toward a more efficient, intelligent, and professional service ecosystem.
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如果您对中国数字服务市场有进一步的研究需求，请联系我们：
沙利文 陆先生
E-mail: gabriel.lu@frostchina.com
