NIQ China and ELE.ME Jointly Release Methods and Application in O2O Retail OAIPL Growth Model: A Profound Transformation in the Retail Industry

Amidst increasingly diverse and rapidly changing consumers, how can brands pinpoint their needs and win the market? NIQ China and ELE.ME recently released a joint report titled “Time-Space-Scenario: Methods and Application in O2O Retail OAIPL Growth Model“. By analyzing data insights from the industry and leading brands across multiple dimensions—people, products, and places, the report dissects growth drivers and proposes that instant retail effectively connects online and offline experiences. This aligns with consumer demand for immediate enjoyment and upgraded services, making it a key engine for growth in the retail industry. 

The collaboration between NIQ and ELE.ME reveals the core reasons why the market focuses on instant retail: on one hand, the trend of smaller household sizes and rational consumption attitudes have led to growing consumer demand for quick, small-batch replenishments, with some planned categories increasingly being purchased through instant retail channels. On the other hand, instant retail has demonstrated immense potential in new scenarios such as remote, nighttime, and gifting consumption. 

The report emphasizes that instant retail, through the synergy of scenario marketing and timely delivery, creates a “see it, enjoy it” consumer experience and opens up a new path for brands to balance product sales and brand impact. While exploring new scenarios and incorporating multiple dimensions such as time, space, and categories into scenario construction, instant retail allows brands to accurately target niche markets and innovative approaches and empowers them to unlock business potential and achieve more stable growth momentum. 

ELE.ME has upgraded the full-link consumer asset operation model “OAIPL” to provide brands in the instant retail sector with strong digital support so that they can achieve more accurate and efficient digital user operations across various stages, including marketing promotion, supply coverage, new customer conversion, and existing user management. 

“Faced with the high cost of customer acquisition, platforms and brands have recognized the importance of increasing user penetration and loyalty. Effectively attracting and retaining customers is one of the keys to brand growth,” said Cindy Yang, Vice President of E-commerce and Omni-channel Business, NielsenIQ China. The “OAIPL” methodology can accurately capture potential customers and convert them into groups that show interest in specific categories, bringing new growth opportunities for platforms and brands. 

面对需求日益多元化及快速变化的消费者，品牌商该如何精准捕捉消费者需求，并真正赢得市场？近日，尼尔森IQ联合饿了么共同发布《时空联动·场景链接 OAIPL即时零售新增长方法论及应用》报告，通过梳理综合行业和头部品牌商数据洞察，从人、货、场等多重维度剖析增长驱动力，提出即时零售有效串联线上线下，迎合消费者对当下即享和服务体验升级的需求，已经成为零售行业增长的重要引擎之一。 

尼尔森IQ与饿了么深度合作，揭示了即时零售成为市场焦点的核心原因：一方面，家庭规模的小型化和消费观念的理性化，使得消费者对快速、小批量补货的需求日益增长，一些计划性品类也逐渐在即时零售渠道购买；另一方面，即时零售在开拓如异地、夜间、礼赠等新场景方面展现出了巨大潜力。 

报告强调，即时零售通过场景营销与准时配送服务的协同，塑造了“所见即享”的消费体验，为品牌开辟了品效兼备的新路径。同时即时零售对于新场景的挖掘，将时间、空间、品类等多维元素融入场景构建，能够更精准地锁定细分市场与创新玩法，赋能品牌激发生意潜能，获取更稳定的成长动力。 

饿了么升级发布的“OAIPL”全链路消费者资产运营模型，为品牌商在即时零售领域提供了强有力的数字化支持，帮助品牌在营销推广、供给覆盖、新客转化以及存量用户运营等多个环节中，实现更精准、更高效的用户数字化运营。 

“反复获客的高成本，促使平台和品牌商认识到提高用户渗透率和忠诚度。如何高效地吸引顾客并使其沉淀，成为品牌增长的关键之一。”尼尔森IQ中国电商业务副总裁杨英表示。‘OAIPL’人群资产运营方法论能够精准的抓取潜在客群，转换为实际品类兴趣人群，为平台和品牌带来全新的增长空间。