AC尼尔森某年个人润肤产品市场(英文版)(ppt 61页).ppt

SkinMoisturizing,UpdatedtoJan/Feb2003,Agenda,SkinMoist.BodyMarketOverviewHowXXMilkHelpBrandSalesValueAlsoOutgrewVolume,TotalSkinMoisturizer,ProductSegmentSalesFacialObtainedPositiveValueGrowthWhileBodyDeflated,VolumeSales(Ton),ValueSales(Mil.Rmb),6%,9%,3%,8%,11%,7%,20%,26%,4MonthsGrowthvsYA,2%,0%,6%,14%,3%,2%,5%,17%,NumberingreenisoftheannualgrowthMATJF03vsMATJF02,XXBodyVolumeSalesTrendbyVariantMilkDidHelpXXtoGainSalesInPassingWinterSeasonvsYA,VolumeSales-Ton,(National),BodyTop10BrandsVolumeShareOverallLotionStillCapturedPositiveGrowthwhileCreamDeclined,VolumeShare(BodyBase),TTLBODY,100,11,CREAM,35.2,-4,LOTION,51.3,26,Basic,43.5,25,PureWhite,0.5,-56,PureUV,4.2,54,UV+White,3.1,80,OIL,13.5,4,4MtoJF03GrowthvsYA,NumberinredisofXXproductgrowthrespectively.,(National),100,7,35.9,-4,55.0,17,40.3,14,0.4,-59,8.8,21,5.5,66,8.8,3,ValueShare(BodyBase),4MtoJF03GrowthvsYA,BodyBasicLotionKeyCompetitorsGrowth,NationalButOurGrowthRateStillBehindNivea/SoftsenseandTotalSegment,4MonthstoJF03vsYA,BodyLotionBasic,KeyBrandVolumeShareOurShareLostMainlyTracedtoBasicLotionWhereYuMeiJingandSmallBrandsGainedShareNoticeably,BodyLotionBasic,KeyBrandValueShareXXRegainedSomeShareinJF03,ComparedwithJF02,Y.M.J.BodyLotionBasicSKUShare220mlLargelyContributedtoItsShare;DistributionSlightlyIncreased,BodyLotionBasicBase,108ml,6,7,8,9,7,8,8,7,11,11,12,11,9,220ml,7,8,8,10,7,8,7,8,9,10,10,9,8,WeightedDistribution,(Rmb10.6/p),(Rmb10.3/p),Y.M.J.BodyLotionBasicSharebutcreamdeclinedwhichledtoaslowergrowthrateintotalbodyThepricedeflationinBodyLotionmainlytracedtobasicBodyLotion,wherelocalbrands,likeBaiQueLingandYuMeiJing,developedfastOverall,XXdidcapturedpositivegrowthinrecentwinterperiodandMilklargelycontributedtoourgrowth,Summary-Body,ButwestillslightlylostshareinBodymarketinrecentwinterduetoslowergrowththanthemarket,especiallyintheBasicBodyLotionsegmentInBasicBodyLotionsegment,welostsharetoBaiQueLingandsmallbrandsinKeycitiesandYuMeiJinginAcities;ButourdistributionexpansionledtooursharegainsinBCDcities,whichnarrowingouroverallsharelost,Summary-Body,Overallspeaking,XXisstilltheabsoluteleaderintheBasicBodyLotionsegmentinvalueterms;butdevelopmentoflow-endbrands,likeBQLandYMJ,inKeybutNotInSH/BJ,Volume(TON),Value(000rmb),4Monthsto,4Monthsto,UCLotion,Reg.Lotion,MilkLotion,GZ,SH,BJ,CD,ACITY,MilkShareContributionToXXBasicLotionStagnantinSalesinSH&BJandLaggedBehindGrowthinACitiesCausedUsLosingShare,VolumeShare,ValueShare,UCLotion,Reg.Lotion,MilkLotion,ShareBase,BodyLotionBasic,GZ,SH,BJ,CD,ACITY,4Monthsto,4Monthsto,SH-H/S,XXLotionVariantSKUShareMilk200mlGainedShareRapidlyWhileReg/UC200mlDeclined,ValueShare(BodyLotionBasicBase),4MtoJF02,4MtoJF03,ChgYA,ND01,JF02,ND02,JF03,ChgYA,XXBasicLotion,32.5,28,-4.5,30.8,34.7,24.7,31.9,-2.8,MILK200ml,5.7,5.7,3,8.9,8.9,REGLOTION,10.1,6.7,-3.4,10.3,9.9,7.4,5.8,-4.1,100ml,3.3,2.5,-0.8,3.1,3.4,2.6,2.4,-1,200ml,6.8,2.9,-3.9,7.1,6.5,3,2.8,-3.7,300ml,1.2,1.2,1.8,0.6,0.6,UCLOTION,22.4,15.6,-6.8,20.5,24.8,14.2,17.2,-7.6,100ml,5.8,6.3,0.5,6.2,5.4,6.3,6.3,0.9,200ml,16.6,9.3,-7.3,14.3,19.5,7.9,11,-8.5,SH-H/S,XXLotionSKUDist.UC200mlMaintainedOverallDistributionbutDeclinedinSPPD,ND01,JF02,ND02,JF03,JF02,JF03,MILK200ml,60,70,13.6,REGLOTION,87,87,86,76,100ml,74,72,84,75,3.4,200ml,87,85,61,54,5.6,300ml,27,22,3.1,UCLOTION,88,86,89,86,100ml,65,63,80,75,8.9,200ml,87,85,87,86,13.6,WeightedDistribution,S.P.P.D(000RMB),10.4,4.3,6.9,26.3,7.8,20.8,8.2,21.4,(11),(11),NumberinbracketsareofweightedO.O.Sdistribution.,SH-H/S,BodyKeyBrandShareNiveaGainedShareSlightly,Rmb/Kg,4Monthsto,JF02,JF03,Chg,JF02,JF03,Chg,JF02,JF03,4KeyBrand,96.9,90.3,-6.7,91.5,79.9,-11.7,XX,32.5,28,-4.5,34,26.8,-7.2,126,130,VASELINE,31,27.7,-3.4,26,21.7,-4.3,157,158,SOFTSENSE,18.2,18.7,0.5,19.1,18.1,-1.1,125,128,NIVEA,15.2,15.9,0.7,12.4,13.3,0.9,161,148,BAIQUELING,1.8,3.4,1.6,6.2,11.6,5.4,39,36,O.BRAND,0.5,5.6,5.1,0.4,7.7,7.3,173,91,ValueShare,VolumeShare,InO.brands,keybrandareof露华浓雅佳美润肤露450mlpricedRMB37/pck(82rmb/kg),and,BodyLotionBasicBase,(200ML),SH-H/S,KeyBrandsSKUValueShareNiveaFresh&IntensiveMilkBothContributedtoItsShareGains,BodyLotionBasicBase,Softsense,Nivea,Vaseline,KeyBrandsSKUComparison,SH-H/SSS-110ml/NiveaFresh-200mlDist.&SPPDGained,JF02,JF03,JF02,JF03,JF02,JF03,MILK200ml,70,13.6,26.3,XXREGULAR100ml,72,75,4.3,3.4,14.6,14.2,XXREGULAR200ml,85,54,6.9,5.6,21.5,22.1,XXREGULAR300ml,22,3.1,31.4,XXUC100ml,63,75,7.8,8.9,16.3,16.5,XXUC200ml,85,86,20.8,13.6,24.1,23.4,SOFTSENSE110ml,52,73,5.9,13.3,15.7,16.1,SOFTSENSE200ml,83,75,12.6,12.2,23.9,23.3,FIRMING200ml,64,62,7.9,7.2,47.9,33.6,FRESH125ml,34,44,3.4,2.7,22.9,22.1,FRESH200ml,52,62,2.4,7.2,30.2,27.3,INTENSIVEMILK125ml,55,42,2.9,2.1,18.5,22,INTENSIVEMILK200ml,52,61,11.2,10.4,23.8,27.4,Vaseline100ml,63,64,19.7,12.9,18.8,19.1,Vaseline200ml,51,62,28.1,26.4,29.1,29.6,Weighted,Distribution,S.P.P.D,(000RMB),RMB/Pck,BJ-H/S,XXLotionVariantSKUShare,ValueShare(BodyLotionBasicBase),4MtoJF02,4MtoJF03,ChgYA,ND01,JF02,ND02,JF03,ChgYA,XX,37.1,30.1,-7,39.6,34.6,29.1,31.4,-3.2,MILK200ml,5.1,5.1,2.6,8.1,8.1,REGLOTION,12.3,10.1,-2.2,13.3,11.3,11.3,8.7,-2.6,100ml,4.9,4.1,-0.8,5.2,4.6,4.3,3.8,-0.8,200ml,6.9,5.3,-1.6,7.6,6.1,6.2,4.2,-1.9,300ml,0.2,0.7,0.5,0.2,0.3,0.7,0.6,0.3,UCLOTION,24.8,14.9,-9.9,26.3,23.3,15.2,14.6,-8.7,100ml,9.1,5.4,-3.7,10.5,7.7,4.3,6.8,-0.9,200ml,15.7,9.5,-6.2,15.7,15.6,10.9,7.8,-7.8,BJ-H/S,XXLotionSKUDist.UC200mlMaintainedOverallDistributionbutDeclinedinSPPD,ND01,JF02,ND02,JF03,JF02,JF03,WeightedDistribution,S.P.P.D(000RMB),MILK200ml,36,55,6.2,REGLOTION,84,93,86,84,5.1,4.3,100ml,67,76,82,78,2.5,2.1,200ml,70,66,72,66,3.9,2.7,300ml,13,13,22,13,0.9,1.9,UCLOTION,83,82,81,78,11.8,7.8,100ml,82,80,76,75,4,3.8,200ml,71,67,73,67,9.7,4.9,BJ-H/S,BodyKeyBrandShare&PriceXXLoseMostSharetoOtherLowPriceProducts,Rmb/Kg,4Monthsto,JF02,JF03,Chg,JF02,JF03,Chg,JF02,JF03,ValueShare,VolumeShare,BodyLotionBasicBase,XX,37.1,30.1,-7,30.8,23.3,-7.5,141,139,NIVEA,21.2,19.3,-2,13.2,11.8,-1.4,188,175,VASELINE,14.7,14.8,0.1,9.3,9.1,-0.2,185,175,YUMEIJING,9.1,9.4,0.3,20.2,19.7,-0.6,53,52,FA,4.2,4.6,0.3,3.9,4.9,0.9,125,101,SOFTSENSE,1.1,1.6,0.4,1,1.4,0.4,135,123,O.BRAND,12.6,20.2,7.6,21.6,29.8,8.2,118,106,InO.brands,keybrandareof露华浓雅佳美drovesaleinBJ,BJ-H/S,KeyBrandsSKUValueShare,BodyLotionBasicBase,FA,Nivea,Vaseline,KeyBrandsSKUComparison,BJ-H/S,JF02,JF03,JF02,JF03,JF02,JF03,Weighted,Distribution,S.P.P.D,(000RMB),RMB/Pck,MILK200ml,55,6.2,29.1,REGULAR100ml,76,78,2.5,2.1,15.3,15.5,REGULAR200ml,66,66,3.9,2.7,23.1,22.4,REGULAR300ml,13,13,0.9,1.9,34.7,31.9,ULTRACARE100ml,80,75,4,3.8,17.9,17.1,ULTRACARE200ml,67,67,9.7,4.9,26.8,26.1,FA100ml,47,26,1.8,1.5,15.1,10.9,FA250ml,33,1,1.4,18,27.2,26.8,FA400ml-PUMP,19,5.7,38.2,FIRMINGLOTION200ml,33,44,14.9,6.5,53.1,50.6,FRESH125ml,4,12,1.4,1.7,24.4,24.4,FRESH200ml,32,37,2.2,3,32.1,28.8,INTENSIVEMILK125ml,21,30,2.8,1.7,20.2,25,INTENSIVEMILK200ml,33,45,6,6.7,26,29.2,VASELINE100ml,54,44,7.1,6.1,21.4,21.2,VASELINE200ml,37,32,8.6,6.7,32.3,29.8,Nivea,(95Rmb/kg),A-H/S,XXLotionVariantSKUShare,ValueShare(BodyLotionBasicBase),4MtoJF02,4MtoJF03,ChgYA,ND01,JF02,ND02,JF03,ChgYA,XX,60.1,49.8,-10.3,61.6,58.1,48.6,51.9,-6.2,MILK200ml,5,5,3.1,8,8,REGLOTION,27.8,18.1,-9.7,26.2,29.7,18.2,18,-11.7,50ml,1.6,0.6,-1,1.7,1.4,0.5,0.7,-0.7,100ml,11.2,7.5,-3.7,11.6,10.8,7.4,7.6,-3.2,200ml,14.7,9,-5.7,12.5,17.5,9.3,8.6,-8.9,300ml,0,1.1,1.1,0,0,1.1,1.2,1.2,ULTRACARE,32.3,26.7,-5.6,35.4,28.4,27.3,25.9,-2.5,100ml,22,16.5,-5.5,27.8,14.8,15.9,17.3,2.5,200ml,10.3,10.3,7.6,13.6,11.4,8.6,0,-5.0,A-H/S,XXLotionSKUDistributionMilk-200mlBetterIn-StorePerformanceThanXXOtherSKUs,ND01,JF02,ND02,JF03,JF02,JF03,WeightedDistribution,S.P.P.D(000RMB),MILK200ml,19,22,35.9,REGLOTION,54,45,61,57,49.9,31.1,50ml,22,15,9,6,6.9,11,100ml,51,44,52,52,18.5,14.4,200ml,40,33,36,37,40,22.7,300ml,8,7,ULTRACARE,45,37,57,59,58.1,43.2,100ml,44,36,55,54,31.1,31.5,200ml,31,26,31,29,39.6,29.2,A-H/S,BodyKeyBrandShare&PriceOtherThanNA,NiveaGainedShareWhileXXDecline,BodyLotionBasicBase,ValueShare,4Monthsto,ACITY,SA,EA,NA,WA,InWA,firminglotioncontributedmostofsharegain.,NiveaBodyLotionSKUShare&Distribution&PriceInA-H/SDistributionPushMoreOn200mlandGainedShare,BodyLotionBasicBase,ValueShare,WeightedDistribution,Rmb/Pck,JF02,JF03,JF02,JF03,INTENSIVEMILK200ml,9,10,26,31,INTENSIVEMILK125ml,3,2,21,25,FRESH200ml,5,12,34,30,FRESH125ml,5,4,27,24,FIRMINGLOTION200ml,5,11,50,48,INTENSIVEMILK200ml,INTENSIVEMILK125ml,FRESH200ml,FRESH125ml,FIRMINGLOTION200ml,XXMilkDistributionIn4&ACitiesMilkHaveRoomstoImprovedDistributionInACity,WeightedDistribution,Summary,LaunchofMilkdidhelpustogainsalesinAcitiesbutnotmuchinSHandBJMilk200mlexpandeddistributionfastandobtainedstrongin-storeoff-takeAtthesametime,in-storeoff-takeof200mlofourregularandUCdeclined,withoutdistributionlostyetOverall,inAcities,westillhaveroomstoimprovedistributionofMilk,XXCreamDevelopmentTracking,BB&KidsCreamSales&Growth,Nat.4&ACitiesStillCapturedPositiveValueSalesGrowth,VolumeSales(Ton),ValueSales(Mil.Rmb),-5%,+3%,SizeGrowthvsYA,-11,-10,-5,0,7,27,-1,21,BB&KidsCreamKeyBrandShare,Nat.XXCreamSuccessfullyGainedShareNationally,4Mto,JF02,4Mto,JF03,ChgYA,ND01,JF02,ND02,JF03,ChgYA,YUMEIJING,22,20.7,-1.3,20.5,23.6,20.8,20.6,-3,HAIERMIAN,15.7,13.9,-1.8,17.6,13.6,13.8,14.1,0.5,XX,6.8,12.7,5.9,6.2,7.4,12.7,12.6,5.2,CHUNJUAN,11,8,-3,10.7,11.4,8,8.1,-3.3,ANAN,6.3,4,-2.3,5.8,6.9,4,4,-2.9,SAKULA,3.4,3.4,0,3.4,3.3,3.8,3,-0.3,LONGLIQI,0.6,2.7,2.1,0.2,1,2.8,2.7,1.7,BAOBEI,2,1.2,-0.8,1.8,2.3,1.2,1.1,-1.2,XIAODINGDANG,0.2,1,0.8,0.2,0.2,0.9,1.1,0.9,BALLET,0.8,0.5,-0.3,0.8,0.7,0.5,0.5,-0.2,ValueShare(BB&KidsCreamBase),BB&KidsCreamKeyBrandSharebyCityXXGainedShareSignificantlyIn4&AandCatchingUpwithH.E.MInBCDAsWell,4City,ACity,BCDCity,Town,4Monthsto,JF03,ChgYA,JF03,ChgYA,JF03,ChgYA,JF03,ChgYA,YUMEIJING,10.5,-3.9,28.6,-10.4,19.9,3.9,19.1,-2.2,HAIERMIAN,17.7,-7.1,10.6,-0.6,16.7,0.1,11.9,-3,XX,35.9,19.4,20,7.1,10.3,3.1,2.1,1.5,CHUNJUAN,10.9,-7.1,0.7,-0.5,4.9,-3.1,16.6,-1.4,ANAN,0.4,-0.6,1.6,-1.5,5.4,-3.6,5.4,-1.1,SAKULA,3.8,-1.7,4,-0.6,3.4,0.8,2.9,-0.1,LONGLIQI,1.5,1,3.5,2.8,3.2,2.7,2,1.3,BAOBEI,1.6,-0.6,1.1,-0.8,0.8,-0.6,1.4,-1.4,XIAODINGDANG,0.7,0.7,0.6,0.5,1.3,1.1,1.1,0.9,BALLET,0.2,-0.1,1.1,-1.5,0.6,0.2,0.1,-0.2,ValueShare(BB&KidsCreamBase),XXSKUValueShareTrend,NationalICLargelyHelpedShareGains,ValueShare(BB&KidsCreamBase),XXWeightedDistributionbySKU,Nat.,WeightedDistribution,BB&KidsCreamKeySKURanking,JF03TookTheAdvantageOfIC25gtoFurtherWideXXPenetrationBothInDepthandWidth,Value,Share,VAL,S.P.P.D,WTD,Weighted,Distribution,Numeric,Distribution,Rmb/Pck,HAIERMIAN40g,10.6,81,52,13,6.4,XXUC60g,7.9,77,41,7,21.4,XXIC25g,6.8,85,32,7,10.5,XXIC60g,6.1,73,33,4,21.8,XXUC25g,6,63,38,10,10.6,YUMEIJING40g,3.8,59,26,8,5.5,HAIERMIAN25g,3.7,58,25,14,2.9,NationalCity-H/S,(BB&KidsCreamBase),XXCreamtotaldistributionscored53%inweightedand14%innumericwhichisevenwithH.E.M40gincityH/Schannel.,BB&KidsCreamKeyBrandSharebyChannelXXWeakInTraditionalStore,ValueBase,4Monthsto,JF02,JF03,JF02,JF03,JF02,JF03,YUMEIJING,22,20.7,20.1,16.9,23.9,26.1,HAIERMIAN,15.7,13.9,19.1,16.1,12.1,10.8,XX,6.8,12.7,11.7,20.1,1.5,2,CHUNJUAN,11,8,3.9,2,18.7,16.6,ANAN,6.3,4,3.8,2.1,9,6.8,TraditionalStore,H/S/Dept,National,ValueShare(BB&KidsCreamBase),Y.M.J&Chunjuan&H.E.MSharebyPackageInChannel,Chunjuan,YMJ,H.E.M,ValueShare(BB&KidsCreamBase),79%,57%,25%,Bagcontributionintraditionalstorebybrand,Summary,XXCreamsalesincreasingfast,IC25glaunchacceleratedgrowthinthispeakseason.XXgainedsharesignificantlyin4&AandcatchingupwithH.E.MinBCDaswellIC25gconsumeroff-takewellperformedoverallXXcreamdistributioniscompetitiveinmoderntradewillweakintraditionalstoreY.M.J/Chunjuan/H.E.Mhighshareintraditionaltrade,bagproductscontributedtheirshareinthistrade,ExploreSachetSalesOpportunity,BagSalesImportancetoSkinMoisturizingBagBetterAcceptedInWest/Town&InTraditionalTrade,(National-MATJF03),(-10%),(-11%),Numberinbracketsisbagsannualgrowthrate.,Value,Share,Volume,Share,Rmb/Kg,National,4.8,17.5,49,ModernTrade,2.8,11.3,54,TraditionalTrade,8.6,24.9,47,South,3.6,13.6,54,East,3.8,15.8,47,North,4.2,14.5,48,West,9.1,29.7,51,4Cities,1.8,7.5,56,ACities,4.3,16.7,55,BCDCities,3.5,13.2,50,Town,12.3,29.3,45,BagSalesMixByMarket,National,(National-MATJF03),SkinMoisturizerBagPacksizeImportance,(National-MATJF03),BagMoistureBase,Rmb/Kg,25GM,51.9,30GM,54.7,20GM,77.9,50GM,24.8,135GM,58.4,45GM,20.2,40GM,40.5,10GM,22.8,BagKey10BrandsShare,NationalBagDominatedbyLocalBrandswithVery-lowPrice,ValueShare,VolumeShare,Rmb/Kg,YUMEIJING,22.9,19.7,57.4,LONGLIQI,14.5,10.5,68.3,MAXAM,10.6,7.8,67.7,HAIERMIAN,6.3,6.5,47.8,ANAN,5.8,5.7,50.2,CHUNJUAN,5.4,5.3,50.3,KEMENG,5.4,6.4,41.9,44776,3,3.3,46.1,AOQI,3,2,75.7,BAOBEI,1.9,2.2,42.5,O.BRAND,21.2,30.6,(National-MATJF03),BagMoistureBase,BagKeyBrandsValueSharebyMarketManyLocalBrandsAreRegionalized,National,South,E