下面是小编为大家整理的快速增长消费市场消费未来：东盟（2022年）,供大家参考。
Contents
W orld
Economic
Forum 91-93 r oute
de
la
Capite CH-1223 Cologny/Geneva Switzerland
T el.:
+41 (0)22
869
1212
Fax:
+41 (0)22
786
2744
Email:
contact@weforum.org www .weforum.org
©
2020
W orld
Economic
Forum.
All
rights r eserved.
No
part
of
this
publication
may
be r epr oduced
or
transmitted
in
any
form
or
by
any means,
including
photocopying
and
r ecording,
or by
any
information
storage
and
r etrieval
system.
4 Pr eface
5 Executive
summary
7
Intr oduction
7
–
The
ASEAN
macr o-context 7
–
Four
mega-for ces
will
drive
the
futur e of
consumption
in
ASEAN
11
Eight
consumption
themes
to
2030, some
accelerated
due
to
COVID-19
12 –
Consumer
spending
will
double,
driven
by ASEAN ’ s
middle-class
boom 13 –
Boundaries
of
pr emium
and
value
shopping
will blur
13
–
Digital
ubiquity
will
become
the
new
normal
13
–
T echnology-enabled
platforms
will
tear
down socio-economic
walls
15
–
Local
and
regional
competitive
winds
will
pr evail
15
–
Shoppers
will
move
beyond
omni-channel
to expect
r etail
omni-pr esence
17
–
Convenience
will
be
the
new
currency
17
–
Health
of
people
and
the
planet
will
be
non- negotiable
19
Business
capabilities
r equir ed
for
the
firm of
the
futur e
19
–
Reset
vision,
mission
and
goals
19
–
Realign
of ferings
to
the
new
ASEAN
consumer
19 –
Reframe
consumer
engagement
20 –
Restructur e
r oute-to-market
and
win
at
point of
sale
21 –
Rethink
supply
chains
as
a
priority
21
–
Reimagine
operating
model
and
talent
23
–
Re-envision
the
role
of
sustainability
24
Critical
societal
challenges
and
calls
to
action
24
–
Cr eate
trade
and
investor-friendly
r eforms
24
–
Invest
in
socio-economic
inclusion
26
–
Upgrade
infrastructur e
for
a
connected
and sustainable
futur e
27 Conclusion
28 Appendix
30 Key
contributors
31 Endnotes
Futur e
of
Consumption
in
Fast-Gr owth Consumer
Markets:
ASEAN
3
Pr eface
Jer emy
Jurgens , Managing Dir ector , Head
of
Centr e
for Global
Industries and
Strategic Intelligence,
World Economic
Forum
Zara Ingilizian , Head
of
Consumer Industries
and Platform
for Shaping
the
Futur e of
Consumption, World
Economic Forum
As
this
r eport
is
being
published,
the
world
is
going
through
unpr ecedented
times.
COVID-19,
a
term that
did
not
exist
when
this
study
was
being
undertaken
over
2019,
is
now
ubiquitous,
even
though the
scale
and
natur e
of
its
global
impact
will
not
be
known
for
months
to
come.
As
of
the
second quarter
of
2020,
a
thir d
of
the
global
population
has
been
under
a
lockdown,
with
over
200
countries af fected
by
health
and
economic
bur dens
in
diverse
ways.
Businesses,
governments
and
citizens across
the
world
want
to
leave
the
humanitarian
and
economic
crisis
behind
as
soon
as
possible.
T o successfully
navigate
through
the
COVID
crisis
and
a
post-COVID
world,
a
pr emium
will
be
placed
on innovation,
the
willingness
of
organizations
to
disrupt
themselves,
and
active
collaboration.
In
the
context
of
this
seismic
change,
the
World
Economic
Forum
Platform
for
Shaping
the
Futur e of
Consumption
aims
to
accelerate
the
r esponsible
transformation
of
the
consumption
landscape by
enabling
consumer
well-being,
envir onmental
sustainability,
inclusive
gr owth models,
and
trust and
transparency
among
all
stakeholders.
The
mission
and
transformation
goals
of
the
Futur e
of
Consumption
platform
developed
thr ee
years
ago
are
now
mor e
relevant
than
ever
to
ensur e
positive benefits
for
business
and
society,
across
developed
and
emerging
markets.
It
is
an
imperative
that
we advance
pr ogr ess
with
speed
to
build
a
pr osperous
futur e
for
all.
In
a
post-COVID
era
over
the
next
decade,
accelerated
shifts
in
global
forces,
mor e
than
1
billion first-time
consumers
and
the
Fourth
Industrial
Revolution
will
continue
to
change
the
landscape
of
consumption
in
the
fast-gr owth consumer
markets
of
China,
India
and
the
ASEAN
r egion.
Both business
and
political
leaders
will
be
r equir ed
to
adapt
their
strategies
to
the
changing
needs
and demands
of
connected
and
empowered
consumers.
The
Futur e
of
Consumption
in
Fast-Gr owth Consumer
Markets,
a
multi-year
pr oject,
has
focused
on
the
evolution
of
consumption
in
emerging markets
that
comprise
mor e
than
40%
of
the
world ’ s
population.
Critical
foresights
on
drivers
of gr owth and
levers
of
inclusivity
can
benefit
global
leaders
as
they
grapple
with
similar
issues.
The
2017
study
focused
on
China;
in
2018,
the
focus
was
on
India;
the
2019-2020 study
is
the
final, concentrating
on
ASEAN.
The
10
ASEAN
economies
are
among
the
fastest
gr owing
in
the
world.
Countries
within
ASEAN
are
in
themselves
diverse,
with
economic,
political
and
cultural
nuances.
Over the
next
years,
the
confluence
of
favorable
demographics,
rising
income
levels,
geopolitical
shifts
and digital
inter -connectedness
will
cr eate
tr emendous
opportunities
in
the
r egion
to
advance
inclusive
and r esponsible
consumption
for
decades
to
come.
Developed
in
collaboration
with
Bain
&
Company,
this
r eport
builds
on
in-depth
consumer
surveys conducted across
over
1,740
households
in
22
cities
and
towns
in
ASEAN,
covering
all
key demographic
segments.
It
also
draws
fr om
over
35
in-depth
interviews
with
private
and
public-sector leaders.
This
resear ch
leads
to
rich
insights
on
ASEAN ’ s
pr esent
and
futur e
outlook
on
consumption. The
r eport
highlights
the
most
significant
implications
for
businesses
that
aim
to
thrive
in
the
ASEAN economies
over
the
next
decade.
It
also
lays
out
a
call
to
action
for
all
stakeholders
in
ASEAN ’ s
gr owth to
build
an
inclusive
futur e
for
the
r egion
in
a
post-COVID
world.
The
pr oject
team
of
the
World
Economic
Forum
would
like
to
extend
its
appr eciation
and
gratitude to
all
parties
who
played
a
key
role
in
developing
this
Insight
Report:
the
Bain
&
Company
team
led by
Praneeth
Y endamuri
and
all
participants
who
contributed
via
our
meetings
and
interviews.
W e
are confident
that
our
collective
ef fort
will
contribute
to
r ealizing
a
pr osperous
futur e,
with
sustainable benefits
for
both business
and
society.
Executive
Summary
In
the
bustling
cities
of
Jakarta,
Ho
Chi
Minh
City
and Manila,
green-helmeted
motorbike
taxi
drivers
whizz
past warung
or
sari-sari
stor es.
The
pr esence
of
homegr own technology
decacor ns
–
new
businesses
like
Go-Jek
or Grab
worth
mor e
than
$10
billion
–
alongside
thriving traditional
mom-and-pop stor es
best
illustrates
South- East
Asia ’ s
vibrant
gr owth story.
As
a
market
bloc,
the 10
member
states
of
the
Association
of
Southeast
Asian Nations
(ASEAN)
are
on
the
cusp
of
a
tr emendous
leap forwar d
in
socio-economic
pr ogr ess,
but on
their
own terms.
ASEAN
will
not
simply
be
the
next
China
or
India. The
economic
and
cultural
backgr ounds
of
each
ASEAN market
are
heter ogeneous,
and
while
the
r egion
will
see abundant
opportunities,
each
country
will
take
its
own distinct
path
to
gr owth.
ASEAN
is
the
world ’ s
thir d
most
populous
economy
and over
the
next
decade
is
expected
to
become
the
world ’ s fourth
largest.
Domestic
consumption,
which
powers r oughly
60%
of
gross
domestic
pr oduct (GDP)
today,
is estimated
to
double
to
$4
trillion.
Y et,
as
this
gr owth story plays
out,
public
and
private-sector
organizations
will
first need
to
addr ess
the
immediate
COVID-led
health
and humanitarian
crisis
and
its
implications,
while
finding
longer - term
solutions
to
structural
pr oblems
of
income
inequality, ease
of
doing
business,
sustainability
and
job
cr eation.
It
would
be
an
understatement
to
describe
2020
as a
challenging
year . Like
their
counterparts
ar ound
the
world,
government
and
business
leaders
in
ASEAN
face uncertainty
as
the
COVID-19
pandemic
disrupts
economic activities
and
causes
drastic
changes
in
consumer
behavior . As
a
sign
of
the
huge
impact,
the
Asian
Development
Bank
(ADB)
adjusted
South-East
Asian 1
gr owth pr ojections down to
1%
for
2020,
although
annual
gr owth is
expected to
r ebound
to
5%
in
2021,
supported
by
positive
macr o- economic
fundamentals. 2
As
we
look
further
into
the
futur e,
ASEAN
gr owth will
be pr opelled
by
four
mega-for ces:
favorable
demographics; rising
income
levels;
geopolitical
shifts;
and
digital
tailwinds. Over
the
next
decade,
ASEAN
will
see
140
million
new consumers,
r epresenting
16%
of
the
world ’ s
consumers
–
many
of
whom
will
make
their
first
online
pur chase
and buy
their
first
luxury
pr oduct. Income
levels
are
rising,
with regional
GDP
per
capita
expected
to
gr ow by
an
annual
4% (similar
to
the
US)
to
$6,600
in
2030, 3
causing
many
pr oduct categories
to
r each
inflection
points
wher e
consumption takes
off.
ASEAN
will
be
a
popular
destination
for
for eign investment
as
multinationals
r ebalance
supply
chains
to diversify
geopolitical
risk
and
make
the
most
of
the
r egion ’ s low-cost labour .
Rapid
digital
adoption
in
ASEAN
will
continue,
spurr ed
by digital
native
consumers,
investor
funding
in
technological innovations
and
government
pr o...
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