2020春节期间商超整体及品类回顾：消费者行为洞察报告- dunnhumby

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data-src="https://www.dunnhumby.com/sites/default/files/web_01_new.jpg" style="max-width:680px;"/></p><noscript><img class="lazyload" decoding="async" src="https://www.dunnhumby.com/sites/default/files/web_01_new.jpg" style="max-width:680px;"/></noscript><p>2020年春节前后商超表现较往年特殊，很大程度上受到疫情影响，因此我们选取武汉封城前3周及后6周与去年同期的销售情况对比，从销售表现和品类角度考察该时段消费者行为发生的变化。</p><p><strong>2020</strong><strong>年疫情前后商超整体表现回顾</strong></p><ol><li><p class="pb0"><strong>整体表现</strong></p><p>2020年春节，整体销售与去年同期相比略有下降，在武汉封城之前，即元旦期间客流客单都有增长，但从疫情爆发开始，销售额主要由客单增长向上拉动，而客流锐减对销售额整体向下压力较大。宅家不出门确实给商业带来影响，即使是零售业也不例外，但是客单在增长，说明可能大家会去超市大量囤货，一次性买够全家几天或者一两周的用量。</p><p><img class="lazyload" decoding="async" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://www.dunnhumby.com/sites/default/files/web_02.jpg" style="max-width:680px;"/></p><noscript><img class="lazyload" decoding="async" src="https://www.dunnhumby.com/sites/default/files/web_02.jpg" style="max-width:680px;"/></noscript></li><li value="2"><p class="pb0"><strong>线上vs</strong><strong>线下</strong></p><p>在疫情发生之前，线下客流规模约为线上的19倍，疫情爆发之后，线上客流与之前相比占比有比较大的增长，在二月初到二月中旬7-10天的时间段内，增加尤其显著，但从整体来看，疫情期间线上客流增长不足以弥补线下客流下滑的影响。线上客流增长说明疫情给O2O带来了好时机，更多人意识到电商的便捷，但是线上的规模还是低于线下，可能是因为有些地方物流资源尚不充足，人们还是需要出门购物，也可能是很多人（比如年纪大的人群）还是不习惯线上购物。</p><p><img class="lazyload" decoding="async" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://www.dunnhumby.com/sites/default/files/web_03.jpg" style="max-width:680px;"/></p><noscript><img class="lazyload" decoding="async" src="https://www.dunnhumby.com/sites/default/files/web_03.jpg" style="max-width:680px;"/></noscript></li><li value="3"><p class="pb0"><strong>业态对比</strong></p><p>大型商超、标超、便利店均受到疫情影响，出现明显下降，其中大卖场客流规模变化最大，而标超的情况稍好，很可能是标超大多开在社区附近，以前大家喜欢到大卖场去购物，但在疫情影响下，大家不愿意出远门了，更喜欢在家附近购买需要的东西。</p><p><img class="lazyload" decoding="async" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://www.dunnhumby.com/sites/default/files/web_04.jpg" style="max-width:680px;"/></p><noscript><img class="lazyload" decoding="async" src="https://www.dunnhumby.com/sites/default/files/web_04.jpg" style="max-width:680px;"/></noscript></li><li value="4"><p class="pb0"><strong>省市对比 </strong></p><p>全国大部分省份（直辖市）在疫情爆发后客流均大幅下滑，但各地数据存在差异，以两个表现明显的省份为例，江苏省在疫情后全店客流下降更为显著，而广东省在疫情前后客流都有所下降，疫情后下降的幅度更大。</p></li></ol><p><strong>增长品类回顾：案例分享</strong></p><p>从与民生最相关的三大品类：<strong>食品、生鲜、保健美容</strong>来看，今年生鲜品类的销售增长的幅度最高，但在商超，食品品类仍然是最重要的品类，对整体销售贡献最高。疫情前后的销售主要由客单增长拉动，但客流同步下降显著，同时相较于其他品类，<strong>食品、生鲜</strong>也是<strong>客单增长最大，客流流失最小</strong>的品类。</p><p><strong>常温奶制品</strong>是食品Top3大类中，销售额增长最高的品类，主要是由客单的拉动引起，客流下降幅度在重要大类里表现显著，因此我们对该品类进行进一步的分析。</p><p>细分到中类，常温奶制品中的重点中类<strong>纯奶</strong>，销售增长接近20%，且其客流和客单都有明显增长，是表现较突出的明星中类。那么在整体均呈下降势态的情况下，<strong>是什么原因使纯奶品类逆势增长呢？</strong>我们选取5个渐次深入的角度分析该品类。</p><ol><li><p class="pb0"><strong>纯奶：业绩表现（区域）</strong></p><p>从各省份（直辖市）中筛选出5大销售表现最好的地区，其中排名第一的省市销售额增长接近70%，而其他省市虽然也有销售增长，但在会员单次购买量、会员单次购买价格、会员到店次数、会员人数、会员到店频次、会员/非会员客流、客单其中的某一或某些指标上有所下降。</p></li><li value="2"><p class="pb0"><strong>纯奶：业绩表现（品类）</strong></p><p>挖掘纯奶品类存在的问题，具体分为销售表现和顾客消费行为洞察。分小类来看，纯奶中类包含高端纯牛奶、普通纯牛奶、其他纯奶及进口牛奶4个小类。其中，以高端纯牛奶小类销售分割占比最高，占纯奶中类一半以上，销售同比增长超过20%。</p><p>从KPI树中看，<strong>高端纯牛奶</strong>销售增长由客流（惠顾次数或者小票数）及客单（每次惠顾的消费额）双增长拉动表现，为明星增长小类。其中，又以客流增长较明显，在零售商客流下降超过20%的情况下，高端纯牛奶小类的购物篮渗透率仍然增长，表现非常突出。而客单由平均价格增长拉动。</p></li><li value="3"><p class="pb0"><strong>高端纯牛奶：顾客流向（流失/</strong><strong>留存/</strong><strong>新增）</strong></p><p>前面说到，今年春节前后销售变动主要是受客流变动的影响，基于这一现象进行顾客流向分析，对比三项数值：小类新客率较流失率、小类顾客在纯奶中类的新客率较流失率、流失率较新客率，发现其中数值对大的为中类的新客率较流失率。这说明购买高端纯牛奶小类的顾客新增，主要体现在纯奶中类的新增顾客上，纯奶为拉动顾客消费的主要品类。</p></li><li value="4"><p class="pb0"><strong>高端纯牛奶：复购表现</strong></p><p>高端纯牛奶在春节期间复购率较高，但大部分仍是惠顾一次的顾客。按天查看复购趋势，则春节前（1/18号前）第一次购买的会员人数较多，复购顾客进行第三次以上购买的比例接近80%。<strong>因此春节前夕可以作为拉新活动的关注时间点</strong>。</p></li><li value="5"><p class="pb0"><strong>高端纯牛奶：品类购物篮关联购买表现</strong></p><p>分析高端纯牛奶的品类购物篮关联购买表现，首先针对品类商品，关联购买Top20中类集中在风味奶、甜味饼干、中式糕点、单种植物油及干/坚果仁品类；而购物篮中同时出现的小类集中在乳酸奶饮料、其他纯奶、麦片，果味奶及菜籽油等。主要受零售商货架陈列及顾客的早餐、零食需求影响。营销方面，<strong>建议更深入了解奶品小类和高端纯牛奶的关系，明确是互补还是互相蚕食的小类</strong>。针对互补的品类，如麦片，饼干糕点、干坚果仁等，<strong>进行跨品类品牌联合促销</strong><strong>/</strong><strong>营销，拉动品类的销售表现</strong>。</p><p><img class="lazyload" decoding="async" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://www.dunnhumby.com/sites/default/files/web_05.jpg" style="max-width:500px;"/></p><noscript><img class="lazyload" decoding="async" src="https://www.dunnhumby.com/sites/default/files/web_05.jpg" style="max-width:500px;"/></noscript></li></ol><p> </p><p>在会员顾客购物篮的品类商品数量上，购买1-2件品类商品占绝大多数，对比1-5件，2件最能吸引顾客购买，建议多包装促销/营销主要集中在2件商品。</p><p> </p><p><strong>以上洞察部分选自dunnhumby Shop</strong><strong>网页版自动化报告平台，咨询详情，请联系info.china@dunnhumby.com</strong></p><p/></div></div></div><div id="panel-2819-0-0-1" class="so-panel 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If you do not allow these cookies, you will experience less targeted advertising.<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">aam_uuid</td><td class="cookielawinfo-column-4">Set by <strong>LinkedIn</strong>, for ID sync for Adobe Audience Manager.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AMCVS_14215E3D5995C57C0A495C55%40AdobeOrg</td><td class="cookielawinfo-column-4">Set by <strong>LinkedIn</strong>, indicates the start of a session for Adobe Experience Cloud.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AMCV_14215E3D5995C57C0A495C55%40AdobeOrg</td><td class="cookielawinfo-column-4">Set by <strong>LinkedIn</strong>, Unique Identifier for Adobe Experience Cloud.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AnalyticsSyncHistory</td><td class="cookielawinfo-column-4">Set by <strong>LinkedIn</strong>, used to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries (which LinkedIn determines as European Union (EU), European Economic Area (EEA), and Switzerland).</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bcookie</td><td class="cookielawinfo-column-4"><strong>LinkedIn</strong> sets this cookie from LinkedIn share buttons and ad tags to recognise browser ID.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bscookie</td><td class="cookielawinfo-column-4"><strong>LinkedIn</strong> sets this cookie to store performed actions on the website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ELOQUA</td><td class="cookielawinfo-column-4">This cookie is set by <strong>Eloqua Marketing Automation Tool</strong>. 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class="cookielawinfo-column-4"><strong>YouTube</strong> sets this cookie to store the video preferences of the user using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-device-id</td><td class="cookielawinfo-column-4"><strong>YouTube</strong> sets this cookie to store the video preferences of the user using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::nextId</td><td class="cookielawinfo-column-4">This cookie, set by <strong>YouTube</strong>, registers a unique ID to store data on what videos from YouTube the user has seen.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::requests</td><td class="cookielawinfo-column-4">This cookie, set by <strong>YouTube</strong>, registers a unique ID to store data on what videos from YouTube the user has seen.</td></tr></tbody></table></div></div></div></div></div></div></div></div><div class="cli-modal-footer"><div class="wt-cli-element cli-container-fluid cli-tab-container"><div class="cli-row"><div class="cli-col-12 cli-align-items-stretch cli-px-0"><div class="cli-tab-footer wt-cli-privacy-overview-actions"> <a id="wt-cli-privacy-accept-all-btn" role="button" tabindex="0" data-cli-action="accept_all" class="wt-cli-privacy-btn wt-cli-privacy-accept-all-btn cli-btn">Accept all</a> <a id="wt-cli-privacy-save-btn" role="button" tabindex="0" data-cli-action="accept" class="wt-cli-privacy-btn cli_setting_save_button wt-cli-privacy-accept-btn cli-btn">Save &amp; Accept</a></div></div></div></div></div></div></div></div><div class="cli-modal-backdrop cli-fade cli-settings-overlay"/><div class="cli-modal-backdrop cli-fade cli-popupbar-overlay"/> </div> <link rel="stylesheet" id="cookie-law-info-table-css" href="https://www.dunnhumby.com/wp-content/plugins/webtoffee-gdpr-cookie-consent/public/css/cookie-law-info-table.css" type="text/css" media="all"/> <nav id="pojo-a11y-toolbar" class="pojo-a11y-toolbar-right pojo-a11y-hidden-phone" role="navigation"><div class="pojo-a11y-toolbar-toggle"> <a class="pojo-a11y-toolbar-link pojo-a11y-toolbar-toggle-link" href="javascript:void(0);" title="Accessibility Tools" role="button"> <span class="pojo-sr-only sr-only">Open toolbar</span> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 100 100" fill="currentColor" width="1em"><title>Accessibility Tools</title> <path d="M50 8.1c23.2 0 41.9 18.8 41.9 41.9 0 23.2-18.8 41.9-41.9 41.9C26.8 91.9 8.1 73.2 8.1 50S26.8 8.1 50 8.1M50 0C22.4 0 0 22.4 0 50s22.4 50 50 50 50-22.4 50-50S77.6 0 50 0zm0 11.3c-21.4 0-38.7 17.3-38.7 38.7S28.6 88.7 50 88.7 88.7 71.4 88.7 50 71.4 11.3 50 11.3zm0 8.9c4 0 7.3 3.2 7.3 7.3S54 34.7 50 34.7s-7.3-3.2-7.3-7.3 3.3-7.2 7.3-7.2zm23.7 19.7c-5.8 1.4-11.2 2.6-16.6 3.2.2 20.4 2.5 24.8 5 31.4.7 1.9-.2 4-2.1 4.7-1.9.7-4-.2-4.7-2.1-1.8-4.5-3.4-8.2-4.5-15.8h-2c-1 7.6-2.7 11.3-4.5 15.8-.7 1.9-2.8 2.8-4.7 2.1-1.9-.7-2.8-2.8-2.1-4.7 2.6-6.6 4.9-11 5-31.4-5.4-.6-10.8-1.8-16.6-3.2-1.7-.4-2.8-2.1-2.4-3.9.4-1.7 2.1-2.8 3.9-2.4 19.5 4.6 25.1 4.6 44.5 0 1.7-.4 3.5.7 3.9 2.4.7 1.8-.3 3.5-2.1 3.9z"/> </svg> </a></div><div class="pojo-a11y-toolbar-overlay"><div class="pojo-a11y-toolbar-inner"><p class="pojo-a11y-toolbar-title">Accessibility Tools</p><ul class="pojo-a11y-toolbar-items pojo-a11y-tools"><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-resize-font pojo-a11y-btn-resize-plus" data-action="resize-plus" data-action-group="resize" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>Increase Text</title><path fill="currentColor" d="M256 200v16c0 4.25-3.75 8-8 8h-56v56c0 4.25-3.75 8-8 8h-16c-4.25 0-8-3.75-8-8v-56h-56c-4.25 0-8-3.75-8-8v-16c0-4.25 3.75-8 8-8h56v-56c0-4.25 3.75-8 8-8h16c4.25 0 8 3.75 8 8v56h56c4.25 0 8 3.75 8 8zM288 208c0-61.75-50.25-112-112-112s-112 50.25-112 112 50.25 112 112 112 112-50.25 112-112zM416 416c0 17.75-14.25 32-32 32-8.5 0-16.75-3.5-22.5-9.5l-85.75-85.5c-29.25 20.25-64.25 31-99.75 31-97.25 0-176-78.75-176-176s78.75-176 176-176 176 78.75 176 176c0 35.5-10.75 70.5-31 99.75l85.75 85.75c5.75 5.75 9.25 14 9.25 22.5z"/></svg></span><span class="pojo-a11y-toolbar-text">Increase Text</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-resize-font pojo-a11y-btn-resize-minus" data-action="resize-minus" data-action-group="resize" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>Decrease Text</title><path fill="currentColor" d="M256 200v16c0 4.25-3.75 8-8 8h-144c-4.25 0-8-3.75-8-8v-16c0-4.25 3.75-8 8-8h144c4.25 0 8 3.75 8 8zM288 208c0-61.75-50.25-112-112-112s-112 50.25-112 112 50.25 112 112 112 112-50.25 112-112zM416 416c0 17.75-14.25 32-32 32-8.5 0-16.75-3.5-22.5-9.5l-85.75-85.5c-29.25 20.25-64.25 31-99.75 31-97.25 0-176-78.75-176-176s78.75-176 176-176 176 78.75 176 176c0 35.5-10.75 70.5-31 99.75l85.75 85.75c5.75 5.75 9.25 14 9.25 22.5z"/></svg></span><span class="pojo-a11y-toolbar-text">Decrease Text</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-background-group pojo-a11y-btn-high-contrast" data-action="high-contrast" data-action-group="schema" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>High Contrast</title><path fill="currentColor" d="M192 360v-272c-75 0-136 61-136 136s61 136 136 136zM384 224c0 106-86 192-192 192s-192-86-192-192 86-192 192-192 192 86 192 192z"/></svg></span><span class="pojo-a11y-toolbar-text">High Contrast</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-background-group pojo-a11y-btn-negative-contrast" data-action="negative-contrast" data-action-group="schema" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>Negative Contrast</title><path fill="currentColor" d="M416 240c-23.75-36.75-56.25-68.25-95.25-88.25 10 17 15.25 36.5 15.25 56.25 0 61.75-50.25 112-112 112s-112-50.25-112-112c0-19.75 5.25-39.25 15.25-56.25-39 20-71.5 51.5-95.25 88.25 42.75 66 111.75 112 192 112s149.25-46 192-112zM236 144c0-6.5-5.5-12-12-12-41.75 0-76 34.25-76 76 0 6.5 5.5 12 12 12s12-5.5 12-12c0-28.5 23.5-52 52-52 6.5 0 12-5.5 12-12zM448 240c0 6.25-2 12-5 17.25-46 75.75-130.25 126.75-219 126.75s-173-51.25-219-126.75c-3-5.25-5-11-5-17.25s2-12 5-17.25c46-75.5 130.25-126.75 219-126.75s173 51.25 219 126.75c3 5.25 5 11 5 17.25z"/></svg></span><span class="pojo-a11y-toolbar-text">Negative Contrast</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-background-group pojo-a11y-btn-light-background" data-action="light-background" data-action-group="schema" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>Light Background</title><path fill="currentColor" d="M184 144c0 4.25-3.75 8-8 8s-8-3.75-8-8c0-17.25-26.75-24-40-24-4.25 0-8-3.75-8-8s3.75-8 8-8c23.25 0 56 12.25 56 40zM224 144c0-50-50.75-80-96-80s-96 30-96 80c0 16 6.5 32.75 17 45 4.75 5.5 10.25 10.75 15.25 16.5 17.75 21.25 32.75 46.25 35.25 74.5h57c2.5-28.25 17.5-53.25 35.25-74.5 5-5.75 10.5-11 15.25-16.5 10.5-12.25 17-29 17-45zM256 144c0 25.75-8.5 48-25.75 67s-40 45.75-42 72.5c7.25 4.25 11.75 12.25 11.75 20.5 0 6-2.25 11.75-6.25 16 4 4.25 6.25 10 6.25 16 0 8.25-4.25 15.75-11.25 20.25 2 3.5 3.25 7.75 3.25 11.75 0 16.25-12.75 24-27.25 24-6.5 14.5-21 24-36.75 24s-30.25-9.5-36.75-24c-14.5 0-27.25-7.75-27.25-24 0-4 1.25-8.25 3.25-11.75-7-4.5-11.25-12-11.25-20.25 0-6 2.25-11.75 6.25-16-4-4.25-6.25-10-6.25-16 0-8.25 4.5-16.25 11.75-20.5-2-26.75-24.75-53.5-42-72.5s-25.75-41.25-25.75-67c0-68 64.75-112 128-112s128 44 128 112z"/></svg></span><span class="pojo-a11y-toolbar-text">Light Background</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link pojo-a11y-btn-links-underline" data-action="links-underline" data-action-group="toggle" tabindex="-1" role="button"> <span class="pojo-a11y-toolbar-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="1em" viewbox="0 0 448 448"><title>Links Underline</title><path fill="currentColor" d="M364 304c0-6.5-2.5-12.5-7-17l-52-52c-4.5-4.5-10.75-7-17-7-7.25 0-13 2.75-18 8 8.25 8.25 18 15.25 18 28 0 13.25-10.75 24-24 24-12.75 0-19.75-9.75-28-18-5.25 5-8.25 10.75-8.25 18.25 0 6.25 2.5 12.5 7 17l51.5 51.75c4.5 4.5 10.75 6.75 17 6.75s12.5-2.25 17-6.5l36.75-36.5c4.5-4.5 7-10.5 7-16.75zM188.25 127.75c0-6.25-2.5-12.5-7-17l-51.5-51.75c-4.5-4.5-10.75-7-17-7s-12.5 2.5-17 6.75l-36.75 36.5c-4.5 4.5-7 10.5-7 16.75 0 6.5 2.5 12.5 7 17l52 52c4.5 4.5 10.75 6.75 17 6.75 7.25 0 13-2.5 18-7.75-8.25-8.25-18-15.25-18-28 0-13.25 10.75-24 24-24 12.75 0 19.75 9.75 28 18 5.25-5 8.25-10.75 8.25-18.25zM412 304c0 19-7.75 37.5-21.25 50.75l-36.75 36.5c-13.5 13.5-31.75 20.75-50.75 20.75-19.25 0-37.5-7.5-51-21.25l-51.5-51.75c-13.5-13.5-20.75-31.75-20.75-50.75 0-19.75 8-38.5 22-52.25l-22-22c-13.75 14-32.25 22-52 22-19 0-37.5-7.5-51-21l-52-52c-13.75-13.75-21-31.75-21-51 0-19 7.75-37.5 21.25-50.75l36.75-36.5c13.5-13.5 31.75-20.75 50.75-20.75 19.25 0 37.5 7.5 51 21.25l51.5 51.75c13.5 13.5 20.75 31.75 20.75 50.75 0 19.75-8 38.5-22 52.25l22 22c13.75-14 32.25-22 52-22 19 0 37.5 7.5 51 21l52 52c13.75 13.75 21 31.75 21 51z"/></svg></span><span class="pojo-a11y-toolbar-text">Links Underline</span> </a></li><li class="pojo-a11y-toolbar-item"> <a href="#" class="pojo-a11y-toolbar-link 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