清洁生产_某年度清洁用品市场分析报告

RetailAuditPresentationPreparedXXX UpdatedtoJan Feb 2003 CategoryOverview PersonalWash Agenda CategoryOverviewWhyXX BathLiquidLoseShareinSH EA SBCD EBCDMilkYearlyPerformanceReviewExplore300 999mlPackSalesOpportunityTTTBagLaunchEvaluation CategoryOverview SummaryCategoryOverview TotalPWmarketsizeincreasedcontinuouslydrivenbyBathLiquid andHandWashsizeemergedinlatest2yearsacrosscities Barsoapsizeincreasedincitiesaswellsofar BarsoapmarketsizehaslittlesalesimpactfromthegrowthofHandWashandBathLiquidXXsalesgrewinlinewithtotalmarketyearlywhilebehindthegrowthrateinlatest6monthvsYA andlosesharetracedtoSH EA SBCD EBCD SummaryCategoryOverview Con OverallMNBgainedshareinlatest6monthsvsYAlargelydrivenbyPOlaygainedsharefastestfollowedwithDoveZici AoxuecapturedsharegaincontinuouslyXXMilksharegainedanddistributionincreasedvslastyearwhilefailedtorecoverthelosefromothervariants ProductSegmentAnnualGrowthTotalCategoryIncreasedWhileBarSoapSalesMaintain VolumeSales Mil Ton ValueSales Mil Rmb 12 9 100 85 49 25 2 1 YearGrowth ProductSalesMix GrowthbyCityBarCapturedSizeGrowthInCity WhichIndicatingLittleImpactFromtheGrowthofBW HW 12 2 49 100 7 9 15 5 51 104 18 9 36 142 33 15 60 68 VolumeBase MATJF03 YearGrowth 38 ProductSalesMix GrowthbyRegionPWGrewTracedtoS E NWhereBarSizeIncreaseAsWell VolumeBase MATJF03 YearGrowth 5 9 25 72 15 11 33 106 13 4 50 104 19 0 56 105 12 2 49 100 ProductSegmentSalesGrowthIndexSoapSalesCapturedSlightlyDeclineInLatest2Periodsvs YA TotalPersonalWash VolumeGrowthIndex ProductSegmentGrowthbyCityND02 JF03vsND01 JF02BarSoapSalesDeclineInBCD Town VolumeGrowth TTLPW BarSoap BathLiquid HandWash National 6 4 3 6 39 1 75 2 4Cities 26 3 1 3 67 1 59 6 ACities 6 1 3 4 2 3 87 6 BCDCities 9 9 1 9 49 3 84 3 Town 10 3 12 2 20 8 25 6 ProductSegmentPriceTrend JF01 JF03 BathLiquidSalesGrowthXXVs TTLXXBehindMarketGrowthInJF03vsJF02 VolumeBase ValueBase VolumeBase ValueBase Multi NationalManufactureShareXXLoseShare 6Mto JF02 6Mto JF03 Chg SO01 ND01 JF02 SO02 ND02 JF03 Chg JF03vs 02 MNBBathLiq 17 18 9 1 9 16 8 17 6 18 6 19 1 20 4 21 4 2 8 XX 7 5 7 0 5 7 6 3 8 3 6 3 6 9 7 2 1 1 P G 3 5 7 0 3 5 2 9 3 9 3 5 6 8 6 6 6 7 3 2 Unilever 5 1 4 1 1 4 9 5 2 4 4 3 3 4 2 4 8 0 4 Kao 2 3 2 9 0 6 1 9 2 3 2 4 2 6 2 7 2 7 0 3 MNBBathLiq 29 31 3 2 3 28 3 30 30 7 31 4 33 6 35 4 4 7 XX 11 6 11 1 0 5 11 3 10 12 9 10 5 11 1 11 5 1 4 P G 7 6 10 3 2 7 6 2 8 4 7 2 11 8 11 7 12 4 5 2 Unilever 8 0 6 9 1 1 7 8 8 3 7 1 5 5 7 7 8 0 7 Kao 3 3 4 0 0 7 2 9 3 3 3 5 3 7 3 8 3 7 0 2 VolumeShare ValueShare NationalBathLiquidBase MNB KeyLo BrandValueShareOlayLeadingTheGrowthFollowedwithDove 6Mto JF02 6Mto JF03 SO01 ND01 JF02 SO02 ND02 JF03 JF03 vs 02 MNBBathLiq 29 31 3 2 3 28 3 30 30 7 31 4 33 6 35 4 4 7 XX 11 6 11 1 0 5 11 2 9 9 12 9 10 4 11 1 11 5 1 4 OLAY 2 8 5 0 2 2 2 2 3 2 2 6 4 4 5 6 1 3 5 LUX 6 4 4 2 4 6 5 6 6 5 7 3 5 3 9 4 6 1 1 SAFEGUARD 4 4 5 3 0 9 3 8 5 1 4 5 5 5 5 4 4 4 0 1 DOVE 1 2 2 8 1 6 0 9 1 3 1 2 1 9 3 3 2 2 BIORE 3 3 2 3 1 0 2 9 3 3 3 5 2 2 1 2 3 1 2 ZEST 0 1 2 1 2 0 0 2 0 1 0 1 2 3 1 8 1 8 1 7 QINGXIN 1 7 1 7 1 6 1 7 1 4 1 4 NationalBathLiquidBase Chg MNBPriceTracking NationalOlay SFG DovePriceGapNarrowingDownWithXX JF02 SO02 ND02 JF03 XX 68 100 61 59 57 100 OLAY 97 142 74 74 72 127 LUX 70 103 60 60 55 96 SAFEGUARD 87 127 62 63 63 111 DOVE 80 117 65 62 60 107 BIORE 64 93 57 57 53 93 ZEST 54 53 53 93 QINGXIN 45 45 44 78 PriceIndextoXX PriceIndextoXX LIUSHEN 45 48 46 81 46 74 Rmb Lit Rmb Lit BathLiq KeyBrandsDistributionGrowthCompetitorsCloseDistributionGapwithXX WeightedDistribution BathLiq XX MNB Lo ShareChangebyCityXXDeclinedNoticeableInSH EA EBCD SBCD VolumeShareChange SO01 JF03vsSO02 JF02 XXBathLiq ShareTrendByVariantMilkFailedtoRecovertheLoseFromOldVariants NationalVolumeShareBathLiquidBase XXBathLiq ShareTrendByVariant NationalValueShareBathLiquidBase XXBathLiq VariantDistributionTrendEachVariantDistributionIncreasingvs YA NationalWeightedDistribution WhyXXLoseShareInSH EA EBCD SBCD XXShare ChangebySKU SH H SShareDeclineAllVariantsExceptMilk SO01 ND01 JF02 SO02 ND02 JF03 XX 11 3 13 3 16 8 11 4 13 3 12 3 COOLING 2 0 7 0 6 1 5 0 7 0 4 300ML 1 1 0 3 0 3 0 8 0 3 0 2 1000ML 0 9 0 3 0 3 0 7 0 5 0 2 BLUE 2 4 2 3 2 1 1 5 1 7 1 5 100ML 0 5 0 4 0 3 0 3 0 4 0 5 300ML 1 1 1 2 1 1 0 8 0 9 0 7 1000ML 0 8 0 6 0 6 0 4 0 4 0 4 YELLOW 2 6 2 9 2 4 1 6 2 2 1 7 300ML 1 5 1 4 1 2 0 8 1 1 0 9 1000ML 1 1 1 5 1 2 0 8 1 1 0 8 MILK 0 1 3 4 8 1 3 9 5 6 4 9 300ML 0 1 1 7 2 8 2 2 9 2 5 1000ML 0 1 7 5 2 1 9 2 6 2 4 PEACH 2 3 2 2 1 9 1 1 1 2 1 300ML 0 9 0 9 0 8 0 5 0 5 0 4 1000ML 1 4 1 3 1 1 0 5 0 6 1 7 TTT 1 7 1 8 1 8 1 7 1 9 1 6 300ML Bag 0 2 0 3 0 2 300ML 1 6 1 8 1 7 1 4 1 5 1 2 ChgSO02 JF03vsYA ValueShare BathLiq Base 1 3 0 2 0 2 0 0 7 0 0 4 0 3 0 8 0 5 0 4 1 3 1 1 0 2 0 8 0 4 0 4 0 1 0 3 0 3 XXSKUWeightedDistribution SH H SDist IncreasingMostSKUs ShelfChoiceIncreasing XX COOLING 300ML 1000ML BLUE 100ML 300ML 1000ML YELLOW 300ML 1000ML MILK 300ML 1000ML PEACH 300ML 1000ML TTT 300ML Bag 300ML SO02 ND02 JF03 86 87 87 84 84 83 76 75 70 67 66 61 84 87 85 62 59 62 83 86 85 55 58 61 78 77 75 71 73 70 64 57 60 79 77 84 79 77 84 73 71 72 84 77 75 65 56 52 64 61 60 85 85 84 30 35 31 84 84 83 KeyBrandShare Distribution SH H SDove Olay SFG QingXingGainedShare ValueShare BathLiq Base WeightedDistribution SegmentShareDoveSharePrompted LeadingInMoist SO01 JF02 SO02 JF03 OTHERS 20 13 5 XX 6 1 4 4 LUX 4 9 0 1 MOISTURIZER 43 3 43 7 DOVE 2 8 10 5 XX 6 6 8 Olay 5 1 6 3 LUX 6 6 5 7 NIVEA 4 3 8 BIORE 2 9 1 9 PONPON 3 6 1 3 FRESH 28 7 31 LIUSHEN 17 2 15 2 QINGXIN 4 7 ZEST 2 3 BIORE 4 3 2 LUX 2 3 1 9 XX 1 2 1 BEAUTYWHITENING 1 2 9 LUX 1 9 ANTI GERM 6 1 8 5 SAFEGUARD 3 8 6 DETTOL 1 5 1 9 ValueShare BathLiq Base DoveSKUShare Distribution Price SH750mlGainedShareStrongly ValueShare BathLiq Base SHH S JF02 ND02 JF03 Dove 44 75 74 250ml 74 73 500ml 20 2 550ml 44 750ml 62 71 WeightedDistribution JF02 ND02 JF03 Dove 86 61 61 250ml 80 80 500ml 84 550ml 102 750ml 56 56 Rmb Lit DoveSKUShareMoreShelfChoice ValueShare BathLiq Base SHH S JF02 ND02 JF03 OLAY 57 67 72 BLUE200ml 14 18 BLUE400ml 58 61 BLUE720ml 48 55 O 400ml 56 4 4 O 720ml 28 8 7 PINK200ml 15 17 PINK400ml 58 61 PINK720ml 57 63 JF02 ND02 JF03 OLAY 78 65 64 BLUE200ml 75 76 BLUE400ml 68 69 BLUE720ml 60 60 O 400ml 85 O 720ml 68 PINK200ml 78 76 PINK400ml 69 69 PINK720ml 59 59 WeightedDistribution Rmb Lit QingxinSKUShare Distribution Price SHNewComerswithCompetitivePrice ValueShare BathLiq Base SHH S WeightedDistribution Rmb Lit ZestSKUsShare Distribution Price SH750mlCapturedDist PushRecently ValueShare BathLiq Base SHH S WeightedDistribution Rmb Lit LiushenSKUsShare Distribution PriceNewLaunchItemsFailedtoHelpShareGain ValueShare BathLiq Base SHH S LiushenSKUDistribution PriceInSh H SPriceMaintain JF02 JF03 JF02 JF03 LIUSHEN 95 87 46 40 TEXIAO1000ml 9 39 34 32 TEXIAO700ml 85 45 47 47 TEXIAO350ml 92 42 46 45 TEXIAO200ml 30 21 55 51 SHUANGFU1500ml 28 30 SHUANGFU1000ml 39 32 SHUANGFU700ml 27 46 SHUANGFU350ml 42 47 SHUANGFU200ml 29 72 RUFU700ml 37 47 RUFU350ml 72 48 RUFU200ml 22 50 WeightedDistribution Rmb Lit LuxVariantsShareInSH H SShareAlmostMaintainVs YA ValueShare BathLiq Base SHH S LuxSKUShare1LitLaunchWithLowerPrice KeyBrandShareChangebyPacksizeXX1LitLoseShareWhileDove Olay SFGBigpackIncreasedFast SO02 JF03 chg LUX 9 6 4 3 250ML 3 3 300ML 0 3 7 8 750ML 5 2 0 4 1000ML 1 2 1 2 DOVE 10 6 7 8 250ML 3 3 500ML 0 1 1 550ML 0 1 2 750ML 7 6 7 6 SO02 JF03 chg XX 12 2 1 3 100ML 0 5 0 1 300ML 6 8 0 4 1000ML 4 9 0 8 BIORE 3 9 3 5 300ML 1 1 1 1 750ML 1 2 3 5 1000ML 1 6 1 1 QINGXIN 4 8 4 8 300ML 1 3 1 3 750ML 3 5 3 5 LIUSHEN 14 7 2 5 200ML 1 3 0 4 350ML 3 9 1 9 700ML 3 1 5 6 1000ML 5 3 4 4 1500ML 1 1 1 1 SO02 JF03 chg OLAY 6 3 1 3 200ML 0 6 0 4 400ML 2 4 0 5 720ML 3 3 1 4 SFG 6 1 2 2 200ML 0 6 0 2 400ML 2 5 0 9 750ML 3 1 1 ZEST 2 3 2 3 200ML 0 5 0 5 400ML 1 1 1 1 750ML 0 8 0 8 ValueShare BathLiq Base SHH S KeyBrandBigPrice SH H SXX1LPriceperPackHighCouldBeAnIssueBehind Rmb Pck SO01 JF02 SO02 JF03 XX 1000ML 48 44 44 BIORE 750ML 55 57 42 BIORE 1000ML 44 44 44 QINGXIN 750ML 40 30 LIUSHEN 1000ML 34 32 32 LIUSHEN 1500ML 31 46 LUX 1000ML 38 38 DOVE 750ML 56 42 OLAY 720ML 73 59 43 SFG 750ML 69 51 38 ZEST 750ML 41 31 Rmb Kg SO02 JF03 LUX 750ML 46 35 61 MNBBigPackTopSKURanking SH H SXXShareBehindCompetitorsInSKULevel SO01 ND01 JF02 SO02 ND02 JF03 ValueShare BathLiq Base DOVE 750ML 5 1 10 3 8 2 LUX ORANGE 750ML 2 7 3 3 7 OLAY PINK 720ML 1 1 1 2 8 LUX RUNFU W 1000ML 0 2 2 5 XX MILK 1000ML 0 1 7 5 2 1 9 2 6 2 4 QINGXIN CAOYE 750ML 1 9 2 5 1 8 XX PEACH 1000ML 1 4 1 3 1 1 0 5 0 6 1 7 BIORE KAOZIRUN 1000ML 0 1 0 1 0 1 0 4 0 3 1 6 LIUSHEN TEXIAO 1000ML 1 2 1 2 0 2 5 5 1 5 1 5 OLAY PGBLUE 720ML 2 2 1 1 1 4 XX JJYELLOW 1000ML 1 1 1 5 1 2 0 8 1 1 0 8 XX JXXLUE 1000ML 0 8 0 6 0 6 0 4 0 4 0 4 XX COOLING 1000ML 0 9 0 3 0 3 0 7 0 5 0 2 MNBBigPackTopSKUDistribution S P P D Price SH H SDove Olay LuxSKUBetterIn StorePerformance WeightedDistribution SPPD JF03 JF02 ND02 JF03 JF02 ND02 JF03 DOVE 750ML 18 3 LUX ORANGE 750ML 8 2 OLAY PINK 720ML 7 1 LUX RUNFU W 1000ML 13 1 XX MILK 1000ML 5 2 QINGXIN CAOYE 750ML 3 5 XX PEACH 1000ML 4 4 BIORE KAOZIRUN 1000ML 14 2 LIUSHEN TEXIAO 1000ML 6 1 OLAY PGBLUE 720ML 4 XX JJYELLOW 1000ML 2 1 XX JXXLUE 1000ML 1 1 XX COOLING 1000ML 56 56 46 45 59 59 42 38 49 43 44 40 41 47 44 46 48 43 41 34 31 32 60 60 46 43 45 44 43 40 49 50 47 62 71 69 71 57 63 19 30 68 71 72 83 80 53 61 60 9 18 18 9 35 39 48 55 54 57 60 45 58 61 55 66 61 0 6 Rmb Lit WhyXXLoseShareInSH XXloseshareacrossallvariantsexceptMilkXXdistributiongainedmostSKUs andshelfchoiceincreasingXXshareloseunderthecompetitionfromMNB DovegainedthemostfollowedwithOlaywhichconsolidatedsharefromotherbrandsof Moisturizer segment newcomersQingxin Zestgainedanddrove Fresh whileXXCoolingweakXX1Litsharedeclining andsharebehindcompetitorsinSKUlevel pricecouldbeanissuebehind XXShare ChangebySKU EAShareDeclineOnBlue TTT Cooling SO01 ND01 JF02 SO02 ND02 JF03 XX 14 7 12 5 17 7 7 9 8 6 11 7 COOLING 2 2 0 3 0 2 0 5 0 2 0 5 300ML 2 1 0 2 0 2 0 4 0 1 0 4 1000ML 0 1 0 1 0 0 1 0 0 BLUE 7 7 7 4 2 5 2 2 1 7 4 1 100ML 2 8 2 6 2 1 6 1 2 6 300ML 4 5 4 6 0 4 0 5 0 6 1 4 1000ML 0 4 0 1 0 1 0 1 0 1 0 1 YELLOW 0 5 0 7 1 5 1 2 1 4 0 8 300ML 0 3 0 5 1 4 1 1 1 0 6 1000ML 0 2 0 2 0 1 0 2 0 3 0 2 MILK 0 1 0 5 0 9 2 2 7 2 9 300ML 0 1 0 3 0 6 1 6 2 2 2 5 1000ML 0 0 2 0 3 0 3 0 4 0 4 PEACH 0 6 0 6 0 8 0 7 0 7 0 8 300ML 0 5 0 5 0 6 0 6 0 4 0 7 1000ML 0 1 0 1 0 2 0 1 0 3 0 1 TTT 3 5 3 1 11 7 1 3 2 1 2 6 100ML 1 3 1 8 2 0 5 0 8 1 2 300ML 2 2 2 3 5 0 8 1 2 1 2 TTT300bagisof0 1 inJF03 ValueShare BathLiq Base ChgSO02 JF03vsYA 5 8 0 6 0 5 0 3 3 0 8 2 4 0 1 0 3 0 2 0 1 9 1 7 0 2 0 0 1 0 4 2 2 7 1 5 XXSKUWeightedDistribution EASKUDistributionIncreased MoreShelfChoice TTT300bagweighteddist isof16 KeyBrandShare Distribution EAANumberOfCompetitorsGainedShare ValueShare BathLiq Base WeightedDistribution Qingxinsharescoredto7 inSO02and1 4 inJF03 SegmentShareXXCoolingWeak OTHERS 29 7 20 5 XX 12 6 5 1 LONGLIQI 4 4 2 4 MOISTURIZER 27 4 33 2 Olay 6 5 11 LUX 2 6 4 XX 1 4 3 7 DOVE 0 3 2 3 BIORE 4 1 9 FRESH 21 6 25 9 LIUSHEN 13 4 10 2 QINGXIN 4 4 ZEST 2 9 XX 0 9 0 4 BEAUTYWHITENING 3 8 4 7 LUX 1 5 SOFTTO 1 0 7 ANTI GERM 14 9 14 9 SAFEGUARD 13 12 7 SO01 JF02 SO02 JF03 ValueShare BathLiq Base OlaySKUsShare Distribution Price EABalancedGainedFromPacks ValueShare BathLiq Base WeightedDistribution JF02 ND02 JF03 Blue200ML 37 25 Blue400ML 42 29 Blue720ML 24 22 Others200ML 43 11 8 Others400ML 39 5 4 Others720ML 16 4 5 Pink200ML 38 30 Pink400ML 35 28 Pink720ML 24 22 JF02 ND02 JF03 Blue200ML 90 86 Blue400ML 76 75 Blue720ML 65 68 Others200ML 119 116 121 Others400ML 101 52 70 Others720ML 77 64 56 Pink200ML 91 88 Pink400ML 75 75 Pink720ML 59 69 Rmb Lit LuxVariantShareinEAOrangeHelpLuxShareGain ValueShare BathLiq Base Orange 5 9 LuxSKUDistribution PriceinEA JF02 ND02 JF03 BeautyWhitening 29 35 BeauthWhitening1000ml 5 8 BeautyWhitening250ML 29 35 BeautyWhitening750ML 21 20 Fresh 28 33 Fresh1000ML 5 8 Fresh250ML 28 33 Fresh750ML 21 25 Moisturizer 25 31 Orange250ml 25 31 Orange750ML 21 24 SkinCare 17 Others 10 WeightedDistribution Rmb Lit BeautyWhitening 57 61 BeautyWhitening1000ml 51 39 BeautyWhitening250ML 73 71 BeautyWhitening750ML 51 51 Fresh 63 60 Fresh1000ML 42 36 Fresh250ML 73 69 Fresh750ML 51 51 Moisturizer 57 58 69 69 51 51 SkinCare 71 Others 93 JF02 ND02 JF03 Orange250ml Orange750ML DoveSKUShare Distribution Price EABoth250mland750mlGainedShare ValueShare BathLiq Base WeightedDistribution JF02 ND02 JF03 250ML 21 26 500ML 7 4 8 750ML 21 26 Rmb Lit JF02 ND02 JF03 250ML 80 84 500ML 84 72 63 750ML 61 61 QingxinSKUShareShareMoveSeasonally ValueShare BathLiq Base WeightedDistribution ZestSKUShareShareMoveSeasonally ValueShare BathLiq Base WeightedDistribution WhyXXLoseShareInEA XXloseshareonBlue TTT CoolingXXdistributiongainedmostSKUs andshelfchoiceincreasingXXshareloseunderthecompetitionfromMNBOlaygainedthemostfollowedwithLux Dovedrove Moisturizer segmentQingxin Zestdrove Fresh insummerseasonwhileXXCoolingweak XXShare ChangebySKU EBCDShareDeclineOnBlue TTT Cooling Peach SO01 ND01 JF02 SO02 ND02 JF03 XX 10 3 12 1 12 3 8 1 9 5 7 9 COOLING 1 7 1 8 2 7 0 8 0 5 0 2 300ML 1 7 1 8 2 7 0 7 0 5 0 2 BLUE 4 8 6 2 5 8 3 7 4 5 2 7 100ML 3 4 3 2 9 2 3 2 7 1 5 300ML 1 4 3 2 2 9 1 4 1 7 1 2 YELLOW 0 2 0 8 0 5 0 4 0 7 0 2 300ML 0 2 0 8 0 5 0 4 0 7 0 2 MILK 0 0 1 0 5 1 2 1 5 2 300ML 0 0 1 0 5 1 1 1 4 1 9 PEACH 0 5 0 7 0 4 0 2 0 3 0 5 300ML 0 5 0 7 0 3 0 2 0 2 0 5 TTT 3 2 4 2 4 1 8 2 2 2 100ML 1 7 1 8 1 2 1 3 1 1 1 6 300ML 1 2 0 5 1 1 0 5 0 9 0 6 ValueShare BathLiq Base ChgSO02 JF03vsYA BathLiq KeyBrandShareInEBCDOlay SFGGainedFastestFollowedwithSomeLocalBrands ValueShare BathLiq Base BathLiq KeyBrandDistributionInEast Eastcity JF02 JF03 JF02 JF03 JF02 JF03 Olay 35 42 54 69 45 42 XX 58 60 85 85 62 67 Liushen 56 60 91 85 41 59 LongL Q 26 43 12 59 47 44 SFG 50 45 82 72 60 55 Lux 42 44 76 74 18 36 Slek 35 25 61 48 44 23 Tobaby 8 15 SH EA Lafang 3 14 13 SegmentShare ChgbyBrand EBCDFresh Anti germImportanceGained ValueShare BathLiq Base OlaySKUShare Distribution Price EBCDShare DistributionGainedFromallSKUs ValueShare BathLiq Base WeightedDistribution Rmb Lit EBCD JF02 JF03 JF02 JF03 JF02 JF03 Olay 40 46 57 72 45 42 Blue200ML 23 18 25 Blue400ML 37 61 29 Blue720ML 26 55 22 Others200ML 20 3 4 4 43 8 Others400ML 33 2 56 4 39 4 Others720ML 14 4 28 7 16 5 Pink200ML 24 17 30 Pink400ML 37 61 28 Pink720ML 29 63 22 EastH S D SH H S EastA JF02 ND02 JF03 Olay 117 84 85 Blue200ML 87 86 Blue400ML 78 74 Blue720ML 64 60 Others200ML 127 Others400ML 105 Others700ML 76 Pink200ML 90 90 Pink400ML 76 73 Pink720ML 62 62 SlekSKUShare EBCD ValueShare BathLiq Base WeightedDistribution Rmb Lit JF02 ND02 JF03 Slek 64 86 87 Fresh300ML 91 95 Moisturizer280ML 50 70 75 Moisturizer300ML 93 93 Moisturizer650ML 87 86 Moisturizer750ML 91 55 53 Others280ML 77 77 79 Others750ML 73 JF02 JF03 JF02 JF03 JF02 JF03 Slek 40 27 65 50 44 23 Fresh300ML 20 42 16 Fresh750ml 5 2 3 Moisturizer280ML 30 6 51 8 32 6 Moisturizer300ML 16 32 16 Moisturizer650ML 17 34 15 Moisturizer750ML 6 0 9 3 5 7 Others280ML 27 9 53 17 21 1 Others750ML 5 0 10 1 5 EastH S D SHH S EastA ZestSKUShare Distribution PriceInEBCD200 400mlWellPerformed ValueShare BathLiq Base WeightedDistribution JF03 EastH S D SH H S EastA Zest 46 74 46 Green200ML 36 46 40 Green400ML 32 62 31 Green750ML 25 53 18 Yellow200ML 32 38 36 Yellow400ML 32 64 24 Yellow750ML 24 54 18 L L QSKUShare DistributionInEBCDFresh Anti germProductHelpShareGained ValueShare BathLiq Base JF02 JF03 JF02 JF03 JF02 JF03 LongLiqi 31 48 12 60 47 44 ANTI GERM400ML 8 16 ANTI GERM700ML 24 53 12 Fresh200ML 3 10 6 28 Fresh400ML 18 15 42 19 Moisturizer200ML 5 10 Others200ML 25 22 10 12 35 16 Others700ML 18 21 9 41 41 28 EastH S D SHH S EastA WeightedDistribution 63 58 69 55 59 55 48 Note RednumberrefertoAverageprice LuxSKUShare DistributionInEBCD ValueShare BathLiq Base L FSKUShare6ml 8mlGainedandDeepPenetratedInBCDCities ValueShare BathLiq Base ECity EA Rmb pck LAFANG 14 13 FRESH8ml 6 8 0 6 MOISTURIZER230ml 2 5 13 BEAUTYW 230ml 1 0 13 ANTI GERM230ml 1 0 13 BEAUTYW 6ml 6 4 0 5 WeightedDistribution SFGSKUSKUShare Distribution EBCD ValueShare BathLiq Base WeightedDistribution JF02 JF03 JF02 JF03 JF02 JF03 Safeguard 61 51 86 73 60 55 Green200ML 20 16 13 15 34 26 Green400ML 37 36 56 63 45 41 Green750ML 14 19 31 35 7 21 Blue200ML 23 21 27 Blue400ML 39 70 28 Blue750ML 30 62 16 Yellow200ML 19 25 14 18 34 33 Yellow400ML 32 38 43 71 41 44 Yellow750ML 19 30 39 61 16 25 Pink200ML 27 24 22 18 34 34 Pink400ML 45 34 73 62 35 38 Pink750ML 25 29 54 65 16 24 SHH S EastA EastH S D 66 68 69 61 71 62 53 70 60 52 68 71 64 Rmb Lit WhyXXLoseShareInEBCD XXloseshareonBlue TTT Cooling PeachOlay SFGgainedshareandanumberoflocalbrandsgainedaswellLafangclaimedbeautywhiteninggainedshare 6ml 8mlsachetincreasingsharewithdeeppenetrationinBCDcitiesLongLiQiproductsclaimedAnti germandFreshhelpsharegained XXShare ChangebySKU SBCDShareDeclineOnAllOldVariants SO01 ND01 JF02 SO02 ND02 JF03 ValueShare BathLiq Base ChgSO02 JF03vsYA XX 15 2 8 4 9 7 8 1 8 3 9 2 9 COOLING 1 3 0 8 1 3 1 0 5 0 4 0 4 300ML 0 5 0 3 0 3 0 6 0 4 0 2 0 1000ML 0 8 0 5 1 0 5 0 2 0 3 0 5 BLUE 3 9 2 6 2 6 1 6 1 8 2 1 3 100ML 1 3 0 8 0 9 0 3 0 5 0 5 0 5 300ML 2 0 9 0 9 0 6 0 7 0 9 0 6 1000ML 0 7 0 9 0 9 0 7 0 6 0 5 0 2 YELLOW 2 9 1 6 1 1 1 1 1 1 1 2 0 9 300ML 1 8 0 7 0 6 0 4 0 5 0 6 0 6 1000ML 1 1 0 9 0 5 0 7 0 6 0 6 0 2 MILK 0 2 0 4 0 7 1 3 1 8 1 8 1 1 300ML 0 2 0 3 0 2 0 4 0 8 0 6 0 3 1000ML 0 0 1 0 5 0 9 1 1 2 0 8 PEACH 2 6 1 4 1 8 1 2 1 2 1 2 0 8 300ML 1 9 0 5 0 9 0 5 0 3 0 4 0 7 1000ML 0 7 1 0 9 0 6 0 8 0 8 0 1 TTT 4 2 1 6 2 1 1 9 2 2 4 0 6 100ML 1 7 0 5 0 8 0 8 0 5 0 8 0 4 300ML 2 3 1 1 1 3 1 1 1 3 1 5 0 3 BathLiq KeyBrandShareInSBCDZici AoxueGainedShareContinuously ValueShare BathLiq Base BathLiq PriceTiertoShare SBCD SO01 JF02 SO02 JF03 Accumulativevaluesharetobathliquid KeyBrandShareByPriceSegment SBCDLowPriceGainedImportance ValueShare BathLiq Rmb Lit SO01 JF02 SO02 JF03 SO01 JF02 SO02 JF03 PriceBelowXX 70 8 73 6 AOXUE 6 2 14 4 15 17 ZICI 4 7 9 16 13 VCNIC 5 5 5 1 44 43 JANESE 2 1 2 8 35 34 FUAN 2 7 2 1 39 37 JIAODI 2 2 1 8 30 30 O