AC尼尔森饼干市场零售研究PPT教学课件

1、全国饼干年度销售增长趋势饼干整体市场增长速度仍处于缓慢增长阶段129161168AM 00AM 01AM 02MAT262331943230AM 00AM 01AM 02MATAM 01 AM 02AM 01 AM 02米饼类干脆小食34.622.812.80.6方便面22.54.216.13.7销售量增长销售额增长第1页/共94页饼干在全国城市和城镇中的销售增长趋势销售增长缓慢现象普遍存在在城市和城镇中，4个主要城市的发展速度相对较快24.9%31.2%35.0%-0.5%21.8%26.2%28.9%-5.3%全国全国全国城市全国城市4个主要城市个主要城市全国城镇全国城镇4.8%6.2%2

2、0.5%-2.4%1.1%1.7%13.7%-3.3%销售量增长销售额增长第2页/共94页饼干在顶新不同辖区中的年度销售变化趋势天津地区是过去两年里推动整体市场增长的主动力MAT AM00MAT AM01MAT AM02128,544160,556168,27132%37%43.5%29.1%27.7%28.9%38.9%35.3%27.6%MAT AM00MAT AM01MAT AM022,6233,1943,23027.6%31.2%37.7%35.0%33.3%34.2%37.4%35.5%28.1%天津辖区杭州辖区广州辖区第3页/共94页七大地区饼干市场销售重要性变化趋势华东在过去一年

3、里销售重要性不断提高11.211.611.21110.610.710.431.230.730.429.93029.229.62.52.62.82.82.62.82.427.827.527.929.129.329.329.97.87.87.57.67.47.47.77.57.67.57.37.37.27.71212.112.812.312.813.412.4AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 029.39.89.48.98.88.38.727.227.827.626.727.324.926.71.922.22.1221.833.833.232.734.3

4、34.735.134.97.47.47.36.97.16.46.86.76.96.56.26.35.96.613.81314.414.913.917.414.6AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 02东北华北西北华东华中西南华南第4页/共94页饼干在全国各大区的市场渗透比较饼干整体在东北地区的市场渗透率最高64636060606060464444444444454139363939434642413636363735464544444445423938363739403944424041424344AM 01JJ 01AS 01ON 01DJ 02FM

5、 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东第5页/共94页全国饼干在不同地区现代通路的市场渗透率饼干在西北现代通路中渗透率最高80828383828282868483828181789284868797979771717576807674606767627570717979767677777780777775767576AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东第6页/共94页顶新在各地区现代通路数值铺货率比较饼干饼干康师傅康师傅康师傅康师傅 Vs 饼干饼干店铺数店铺数差距店铺数差

6、距店铺数东北东北82.062.0-20.09,6771,935华北华北81.065.0-16.09,0951,455西北西北97.067.0-30.01,446434华中华中76.034.0-42.016,2886,841西南西南70.029.0-41.012,4755,115华南华南77.027.0-50.04,1082,054华东华东75.057.0-18.018,4053,313FEB/MAR 2002饼干饼干康师傅康师傅康师傅康师傅 Vs 饼干饼干店铺数店铺数差距店铺数差距店铺数东北东北82.058.0-24.09,6772,322华北华北78.062.0-16.09,0951,455

7、西北西北97.079.0-18.01,446260华中华中74.038.0-36.016,2885,864西南西南71.029.0-42.012,4755,240华南华南77.027.0-50.04,1082,054华东华东76.049.0-27.018,4054,969APR/MAY 2002第7页/共94页全国饼干不同品类年度销售变化趋势夹心饼干在过去两年里始终保持稳定增长AM 00AM01AM 02AM 00AM01AM 028.3%12.1%26.1%21.2%6.8%8.6%14.4%曲奇蛋卷咸单片甜单片夹心梳打威化其他8.9%12.4%32.9%20.1%7.8%6.9%7.9%3

8、.0%2,6%9.2%2.9%11.6%27.9%20.5%8.2%8.3%11.4%10.7%4.4%11.1%19.8%22.9%7.0%7.7%16.4%11.9%6.6%12.2%24.3%22.0%7.7%7.3%7.9%12.2%5.7%11.0%20.4%22.5%8.1%8.1%12.0%第8页/共94页全国饼干不同品类双月销量趋势曲奇/蛋卷等在春节过后，本期销量明显下降2.22.12.22.732.72.12.222.22.332.40.70.70.80.90.90.70.60.60.50.70.71.10.82.92.933.53.52.92.92.93.13.33.63.

9、63.77.26.87.27.48.37.87.36.977.27.77.97.24.94.85.466.15.25.55.35.55.86.36.26.41.72.12.22.52.51.91.91.71.82.12.11.91.91.91.822.12.42.42.62.52.52.32.42.32.42.42.52.62.93.33.63.53.33.44.44.44.64AM 00JJ 00AS 00ON 00 DJ 01FM 01 AM 01JJ 01AS 01 ON 01DJ 02 FM 02 AM 02曲奇曲奇蛋卷蛋卷咸单片咸单片甜单片甜单片夹心夹心梳打梳打威化威化其他其他第9页

10、/共94页全国饼干不同品类价格趋势01020304050AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 02曲奇曲奇蛋卷蛋卷咸单片咸单片甜单片甜单片夹心夹心梳打梳打威化威化其他其他第10页/共94页不同地区饼干不同品类销量重要性分布华南地区饼干品类分布较分散22.820.614.626.830.920.913.637.63446.122.219.620.512.7610.27.114.56.117.313.21.83.576.32.21210.35.56.22.910.58.37.7195.5

11、6.92.9812.78.11311.80.221.83.25.41915.718.79.417.99.412.50.810.40.50.40.90.3东北东北华北华北西北西北华中华中西南西南华东华东华南华南夹心夹心甜单片甜单片咸单片咸单片梳打梳打威化威化曲奇曲奇蛋卷蛋卷其他其他儿童膨化儿童膨化第11页/共94页饼干不同品类在不同地区价格指数比较各地占主导的品类相对价格越接近或低于市场平均水平注：以上黑色数字均为价格指数，即以饼干整体价格为100，各品类价格占整体的比例（100）（100）（100）（100）（100）（100）（100）128.6124.2138114.9103.998.59

12、5.974.371.678.480.884.28189.6101.293.9109.869.594.382.287.2182.2190347.9170.5173.6162.5141.3100.6104.6154.3119.291.6150140.2117.4109.6148.7111.9124.392.486.1124.9102.5116.489.5109.871.379.3469.9364.5475.1387.3447.7304.4284.687.3101.178.5108.695.1105.6123.115.717.214.417.616.522.422.7第12页/共94页全国饼干不同品

13、类市场渗透率各品类在整体市场渗透率均略有下滑121210111010115444444181716181818172826242525252625232222232322665666544344331917171716161621202020202220AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02曲奇曲奇蛋卷蛋卷咸单片咸单片甜单片甜单片夹心夹心梳打梳打儿童膨化儿童膨化威化威化其他其他第13页/共94页85.890.913.28.4AM 01AM 02饼干不同品类渠道重要性变化趋势现代通路对各品类的重要性都有增加75.281.723.216AM 01AM 0278.29

14、1.421.27.5AM 01AM 0272.682.325.716.4AM 01AM 0254.961.441.436.2AM 01AM 0268.576.129.922.5AM 01AM 025970.838.827.7AM 01AM 0253.270.143.927.9AM 01AM 02超市/卖场/百货售货亭/杂货店其他第14页/共94页全国超市/卖场/百货饼干不同品类市场渗透率夹心的渗透率不断增长，本期超过甜单片成为第一55545555545554414140384340366362616162616365635965686563616463646464664543424342414

15、05658585558565360575659616160AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02曲奇曲奇蛋卷蛋卷咸单片咸单片甜单片甜单片夹心夹心梳打梳打威化威化其他其他AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02康师傅45464849474744夹心61646364646466第15页/共94页饼干不同品类在不同地区市场渗透率比较夹心在广州辖区及西北地区仍有铺货潜力827897747177768271795757557381718658534867716866445265706556564959515236404324273743294

16、86623275147505359404255617864595144546639485314171536第16页/共94页饼干不同品类地区重要性分布7.34.25.415.611.72.971525.121.425.238.929.215.321.634.80.90.31.64.71.82.70.93.57.35.99.16.49.679.35.211.45.33.85.610.92.47.29.419.826.713.86.18.119.128.111.328.336.341.222.628.650.525.920.8曲奇曲奇蛋卷蛋卷咸单片咸单片甜单片甜单片夹心夹心梳打梳打威化威化其他其他

17、东北东北华北华北西北西北华中华中西南西南华南华南华东华东第17页/共94页全国主要生产商年度市场份额变化纳贝斯克在收购奇宝后销售份额暂居第一2.43.74.95.77.312.113.82.63.25.15.96.912.716.8嘉顿嘉顿康元康元嘉士利嘉士利青食青食康师傅康师傅达能达能纳贝斯克纳贝斯克32.82.83.110.613.817.13.32.733.110.113.919.8嘉顿嘉顿康元康元嘉士利嘉士利青食青食康师傅康师傅达能达能纳贝斯克纳贝斯克MAT LYMAT TYMAT LYMAT TY纳贝斯克8.07.410.410奇宝8.86.49.47.1销售量份额销售额份额第18页

18、/共94页天津辖区年度销量份额前10位生产商比较天津辖区低价位品牌占据主体8.714.33.71.83.83.48.113.12.23.728.52419.613.81311.210.910.410.38.10246810121416康师傅康师傅 纳贝斯克纳贝斯克达能达能华声华声康元康元嘉伦嘉伦嘉士利嘉士利 青食青食博通博通青援青援051015202530销量份额销量份额平均价格平均价格第19页/共94页天津辖区前10名生产商双月销量份额趋势康元是过去一年里增长最快的厂商，康师傅份额基本稳定12.11212.21213.314.913.91515.415.213.114.713.713.68.

19、28.18.799.18.68.68.29.18.38.17.68.27.53.23.43.53.53.5454.23.54.13.74.33.33.65.64.34.23.43.83.33.51.11.21.72.32.42.82.82.53.43.23.83.73.52.63.12.82.621.411.1AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02青食青食纳贝斯克纳贝斯克康师傅康师傅 嘉士利嘉士利 康元康元 青援青援达能达能 博通博通 嘉伦嘉伦 华声华声第20页/共94页天津辖区饼干不同品类销量份额变化趋势甜单片市场领导优势有所下降37.836.435.834.

20、135.436.535.720.420.721.220.320.820.721.11514.714.92017.616.915.97.98.79.18.69.48.59.35.76.26.15.86.16.67.26.77.67.35.455.14.93.83.13.33.33.43.23.51.41.51.51.61.41.61.51.21.10.90.90.90.80.8AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02甜单片甜单片夹心夹心其他其他咸单片咸单片曲奇曲奇威化威化梳打梳打蛋卷蛋卷儿童膨化儿童膨化第21页/共94页天津辖区夹心主要品牌销量份额趋势康师傅咸酥夹心

21、是过去一年里主要增长的品牌21.520.822.122.720.619.119.566.57.18.59.78.99.643.63.83.93.943.810.29.18.98.99.81110.311.611.310.110.710.110.29.97.98.89.37.797.37.932.92.52.72.92.62.63.93.742.93.12.62.92.63.93.42.82.73.12.543.53.42.62.121.8AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02康师傅康师傅3+2咸酥夹心咸酥夹心甜酥夹心甜酥夹心鬼脸嘟嘟鬼脸嘟嘟奥利奥奥利奥乐之夹心乐

22、之夹心奇宝每乐时奇宝每乐时达能王子达能王子嘉伦嘉伦华声华声第22页/共94页杭州辖区年度销量份额前10位生产商比较达能领导优势明显3.51.17.513.233.61.71.13.41.61.43627.327.323.322.220.31817.713.612.90510152025303540日清日清华美华美康师傅康师傅 纳贝斯克纳贝斯克达能达能嘉顿嘉顿麦宝麦宝康元康元思朗思朗嘉伦嘉伦0510152025303540VOLUME % SHARE平均价格平均价格第23页/共94页杭州辖区前10名生产商双月销量份额趋势前10位生产商整体份额有所下降32.733.534.935.934.431.

23、531.71614.813.714.813.112.311.37.677.97.387.37.3443.33.53.83.233.53.73.34.13.23.12.70.50.70.60.91.42.22.50.50.80.610.81.31.81.81.91.91.61.71.11.51.71.91.921.71.61.51.21.31.10.91.31.11AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02达能达能纳贝斯克纳贝斯克康师傅康师傅日清日清 康元康元 嘉伦嘉伦 华美华美 思朗思朗嘉顿嘉顿 麦宝麦宝第24页/共94页杭州辖区饼干不同品类销量份额变化趋势夹心销量

24、份额有所增长21.520.521.620.320.819.822.617.517.716.817.316.416.918.520.721.622.721.320.919.118.111.911.912.513.812.210.710.97.58.28.99.410.110.59.297.37.16.98.37.68.788.66.97.57.210.87.42.82.92.62.73.33.73.91.11.20.90.90.90.80.8AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02夹心夹心咸单片咸单片甜单片甜单片梳打梳打其他其他威化威化曲奇曲奇蛋卷蛋卷儿童膨化儿童膨

25、化第25页/共94页杭州辖区夹心主要品牌销量份额趋势达能新上市的鸳鸯夹心表现突出，影响到康师傅各品牌22.527.124.321.721.518.917.71.710.517.719.119.320.119.817.916.87.46.9108.810.89.48.54.72.33.62.32.93.3311.78.59.414.111.214.59.85.66.156.15.74.53.84.43.33.13.84.13.73.24.84.532.92.92.52.91.51.41.12.51.51.81.8AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02达能王子达能王

26、子达能闲趣夹心达能闲趣夹心康师傅康师傅3+2咸酥夹心咸酥夹心甜酥夹心甜酥夹心奥利奥奥利奥乐之夹心乐之夹心鬼脸嘟嘟鬼脸嘟嘟奇宝每乐时奇宝每乐时康元康元第26页/共94页广州辖区年度销量份额前10位生产商比较纳贝斯克占据市场首位4.84.913.52.72.73.842.74.13.628.226.324.423.915.315.214.413.612.211.90246810121416康师傅康师傅嘉顿嘉顿纳贝斯克纳贝斯克达能达能积士佳积士佳康元康元万士发万士发奥登奥登嘉士利嘉士利九洲九洲051015202530销量份额销量份额平均价格平均价格第27页/共94页广州辖区前10名生产商双月销量份额

27、趋势纳贝斯克份额下降，市场上不断涌现新品牌的增长，康师傅仍保持稳定14.214.814.514.31411.412.64.84.85.15.14.944.92.93.13.63.32.24.44.85.64.95.85.34.84.44.54.23.74.843.83.742.93.43.74.143.83.94.75.34.643.63.83.72.83.62.13.22.81.72.82.72.92.62.73.22.42.42.92.73.13.13.12.12.2AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02纳贝斯克纳贝斯克康师傅康师傅 九洲九洲嘉顿嘉顿 万士发

28、万士发 康元康元 嘉士利嘉士利 奥登奥登达能达能 积士佳积士佳第28页/共94页广州辖区饼干不同品类销量份额变化趋势各品类分布均匀，夹心份额保持增长趋势20.621.821.421.822.420.323.51817.81817.117.416.616.112.511.712.112.513.614.513.716.416.315.814.313.211.212.99.610.111.711.412.311.712.512.21211.111.210.613.210.87.47.36.97.77.65.972.82.52.63.42.56.53.10.40.50.40.40.40.30.4AM

29、 01JJ 01AS 01ON 01DJ 02FM 02AM 02夹心夹心甜单片甜单片其他其他威化威化咸单片咸单片曲奇曲奇梳打梳打蛋卷蛋卷儿童膨化儿童膨化第29页/共94页广州辖区夹心主要品牌销量份额趋势低价位品牌九州快速增长15.514.416.115.212.311.2123.23.73.73.9544.51.41.91.83.32.29.19.19.810.410.811.913.111.78.13.43.93.63.73.22.63.765.74.84.13.93.13.34.44.64.73.53.93.93.25.85.66.65.24.43.94.21.11.82.73.63.8

30、43.93.85.343.33.52.92.3AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02康师傅康师傅3+2咸酥夹心咸酥夹心九洲九洲奥利奥奥利奥奇宝每乐时奇宝每乐时乐之夹心乐之夹心鬼脸嘟嘟鬼脸嘟嘟万士发万士发康元康元达能王子达能王子第30页/共94页整体市场回顾小结 饼干整体市场增长仍然缓慢，但在四大主要城市（上海、北京、广州和成都）增长相对较快。 在过去两年中天津辖区是推动整体市场增长的主动力，但从今年双月销售趋势来看，天津辖区销售重要性呈下降趋势，而不断增长的是杭州辖区，目前已成为饼干销售最大地区。 随着整体市场增长放缓，多数饼干品类销售趋于下降。而夹心在 过去两

31、年里一直保持稳定增长。康师傅在夹心品类中的表现基本稳定，主要的增长来自康师傅咸酥夹心，而康师傅3+2出现下降趋势。尤其在最近一期达能新上市了鸳鸯夹心后表现积极，对康师傅各夹心品牌形成较大压力。第31页/共94页饼干不同品类细分回顾第32页/共94页市场销售季节性分布趋势?谁是市场中占领导地位的品牌？我们康师傅的潜力和机会在哪里？市场发展呈增长趋势,还是下降趋势?发展最快、销售重要性最大的地区是哪里？议程安排第33页/共94页市场增长趋势，上升？下降？AM 00AM01AM 02AM 00AM01AM 02曲奇蛋卷咸单片甜单片夹心梳打威化其他3.0%2,6%2.9%4.4%6.6%5.7%3.9

32、4.64.3173.7181.6141.6第34页/共94页00.20.40.60.811.2AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 02051015202530354045销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）蛋卷市场是否有明显的季节性？第35页/共94页哪个地区是蛋卷最大/最重要的地区？020040060080010001200AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东

33、6.4%4.4%4.7%4.4%4.7%3.4%4.2%22.7%19.8%26.1%26.0%24.1%22.2%15.8%8.2%9.7%7.8%5.7%5.8%4.8%3.8%5.5%6.7%6.3%4.8%5.2%4.6%5.0%21.7%16.0%20.5%28.4%18.9%41.2%23.3%35.1%36.9%34.2%32.3%43.0%30.1%43.7%第36页/共94页蛋卷在不同地区超市/卖场/百货的市场渗透率424437323737365145444244444054576346514343222227253233243338363733332743423732384

34、13749454847544643AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东8278977471777636404324273743第37页/共94页各地现代通路中蛋卷主要品牌份额康师傅蛋卷在蛋卷最大两个地区份额仍然有限3728.520.35.64.34.00.352.954.159.730.478.975.245.278.714.96.90.950.21.30.944.55.28.8031NA0NANANA6.914.906.80.10.50.2NA510.3NA4.30.62.92.703.43.34.61

35、9.22.9112.42.98NANANANANANA1.90.71.14.80.17.11.21.10.80.100.82.47.13.22.60.70.70.90.60.20.10.6NA0.60.10.30.15.92.90.4NAAM 02 平均价格 加权铺货率 康师傅蛋酥卷 40RMB/KG 45波力 47.1RMB/KG 51麦宝 19RMB/KG 36第38页/共94页AM 00AM01AM 02AM 00AM01AM 026.8%曲奇蛋卷咸单片甜单片夹心梳打威化其他7.8%8.2%市场增长趋势，上升？下降？1013.111.57.0%7.7%8.1%202.6257.3226.

36、8第39页/共94页梳打市场是否有明显的季节性？00.511.522.53AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 020102030405060销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第40页/共94页梳打在不同地区销量变化趋势05001000150020002500AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东3.2%2.9%2.9%2.9%2.9%3.5%2.5%18.2%1

37、4.9%15.3%13.7%15.1%15.8%16.9%2.7%2.9%2.9%2.4%2.7%2.9%2.6%6.9%5.8%5.3%7.4%8.7%7.0%7.1%2.8%2.7%2.2%1.9%2.3%2.8%2.8%19.0%21.7%20.6%18.4%18.3%17.0%19.4%47.2%49.1%50.9%53.3%49.9%51.0%48.8%第41页/共94页梳打在不同地区超市/卖场/百货的市场渗透率梳打在华东的市场渗透率在47%左右3836323232322956534947424448725857696361662830282728242327303434252627

38、5251514950525151464450535147AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东8278977471777629486623275147第42页/共94页各地现代通路中梳打主要品牌份额达能高钙和奇宝天平是梳打市场中两大垄断品牌52.317.116.56.82.72.42.349.840.958.154.66958.560.177.225.540.310.510.58.42.84.76.24.341.79.206.55.24.12.51.57.61.70.92.62.112.20.87.50.4

39、2.723.23.223.600.500.20NA1.60.83.42.40.33.82.92.30.80.601.31.74.70.4020.9RMB/KG19.9RMB/KG第43页/共94页市场增长趋势，上升？下降？ AM 00AM01AM 02AM 00AM01AM 028.3%曲奇蛋卷咸单片甜单片夹心梳打威化其他8.9%9.2%10.7%11.9%12.2%313389.7345.211.514.813.9第44页/共94页曲奇市场是否有明显的季节性？00.511.522.533.5AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS

40、01 ON 01 DJ 02 FM 02 AM 020102030405060708090100销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第45页/共94页曲奇在不同地区销量变化趋势0500100015002000250030003500AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东7.1%6.5%7.0%7.9%7.4%6.9%7.8%23.6%25.5%27.2%23.9%25.7%21.3%28.1%9.2%8.7%9.7%6.5%9.0%4.6%6.4%12.5%12.9%13.3

41、%12.3%10.1%8.2%12.7%19.5%17.5%16.9%20.5%19.1%25.5%17.3%27.3%28.0%25.1%28.0%27.4%32.7%26.7%第46页/共94页曲奇在不同地区超市/卖场/百货的市场渗透率曲奇在华北地区的加权铺货率相对较高59606160596365696460575557565451606162615654525148465049444653565063595857575560545150525255525252AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东90

42、938687889589第47页/共94页各地现代通路中曲奇主要品牌份额全国曲奇最大品牌康元主要集中在华北和西南；华东品牌相对较分散32.428.11687.47.10.928.934.825.429.616.431.427.417.515.54.835.70.133.412.62.414.110.211.712.55.74.410.710.610.36.96.22.17.516.59.9146.55.75.60.123.900.10NA4.68.92.80.31.12.67.34.14.49.64.7NANA00.1NA4.43.33.97.54.50.68.61.43.61.30.512.

43、67.60.74.8NA2.93.621.31.78.91.47.32.42.41.50.11.512.61.82.8第48页/共94页各地现代通路中曲奇主要品牌份额全国曲奇最大品牌康元主要集中在华北和西南；华东品牌相对较分散32.428.11687.47.10.928.934.825.429.616.431.427.417.515.54.835.70.133.412.62.414.110.211.712.55.74.410.710.610.36.96.22.17.516.59.9146.55.75.60.123.900.10NA4.68.92.80.31.12.67.34.14.49.64.

44、7NANA00.1NA4.43.33.97.54.50.68.61.43.61.30.512.67.60.74.8NA2.93.621.31.78.91.47.32.42.41.50.11.512.61.82.8第49页/共94页AM 00AM01AM 02AM 00AM01AM 028.6%曲奇蛋卷咸单片甜单片夹心梳打威化其他6.9%8.3%7.7%7.3%8.1%市场增长趋势，上升？下降？ 192.7258.3249.18.913.314.4第50页/共94页威化市场是否有明显的季节性？00.511.522.53AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM

45、01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 020102030405060销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第51页/共94页威化在不同地区销量变化趋势050010001500200025003000AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东7.0%8.8%6.1%7.4%5.9%7.4%6.6%22.3%24.5%26.8%20.1%19.2%20.7%18.0%7.2%6.7%7.2%7.8%6.4%7.6%7.3%24.9%20.3%20.7%

46、24.4%29.5%29.6%31.5%27.8%29.9%30.1%27.0%29.5%25.0%26.6%9.8%8.8%8.2%12.4%8.3%8.9%9.3%第52页/共94页威化在不同地区超市/卖场/百货的市场渗透率威化在华东的市场渗透率最高66686465635650666458525555536345465870695946515045545140374756595447425151524955545565636360626261AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东827897747177

47、7650535940425561第53页/共94页各地现代通路中威化主要品牌份额威化主要品牌地方化明显30.72919.69.25.55.20.944.350.424.664.432.359.247.841.613.13.230.22.425.516.618.211.45.6235.54.916.810.919.59.4520.13.44.87.57.95.28.19.87.87.97.154.86.64.915.9NANANANANANA2.908.80.7NA2.513.11.91.2029.72.20.97.61.92.302.45.50.42.26.31.90.11.40.27.58.

48、16NA1.82.402.800.18.22.7全国平均价格：奥登 11.8 RMB/KG光明 22.7 RMB/KG雀巢 41.0 RMB/KG第54页/共94页市场增长趋势，上升？下降？AM 00AM01AM 02AM 00AM01AM 0212.1%曲奇蛋卷咸单片甜单片夹心梳打威化其他12.4%11.6%11.1%12.2%11.0%320.3352357.81618.720.4第55页/共94页咸单片市场是否有明显的季节性？00.511.522.533.54AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02

49、 FM 02 AM 02010203040506070销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第56页/共94页咸单片在不同地区销量变化趋势05001000150020002500300035004000AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东4.9%4.5%4.9%5.2%5.8%6.4%5.3%25.8%28.2%27.5%24.7%25.8%22.3%23.6%1.4%1.2%1.3%1.7%1.7%2.0%1.5%8.3%7.8%9.0%8.9%9.0%10.4%9.0%3

50、.9%3.8%4.0%4.0%3.6%3.5%3.8%11.6%12.4%14.1%13.3%14.9%13.7%14.0%44.0%42.1%39.2%42.2%39.2%41.8%42.8%第57页/共94页咸单片在不同地区超市/卖场/百货市场渗透率咸单片华中/西南/华南等地渗透率均有所增加67706771667171726970706564687561717282826640424742424044434644465343525860595966636576726873697070AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西

51、南华南华南华东华东8278977471777671686644526570第58页/共94页各地现代通路中咸单片主要品牌份额达能咸趣在华东地区销量份额占咸单片整体50%45.126.214.16.14.92.5130.719.539.739.334.256.63319.824.648.96.20.85.10.74.529.76.45.77.77.55.339.45.46.11.715.73.6210.21.91.663.51.724.62.84.55.23.83.552.91.60.21.24.78.53NA9.9NA2.11.4NA16.52.50.10.70.828.10.9140.22.

52、24.90.10000.4NA2.10.90.49.22.20.72521.42.425.71.91.80.5第59页/共94页市场增长趋势，上升？下降？AM 00AM01AM 02AM 00AM01AM 0226.1%曲奇蛋卷咸单片甜单片夹心梳打威化其他32.9%27.9%19.8%24.3%20.4%636.6652.1640.342.344.844第60页/共94页甜单片市场是否有明显的季节性？0123456789AM 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 0202040608010

53、0120140销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第61页/共94页甜单片在不同地区销量变化趋势0.001,000.002,000.003,000.004,000.005,000.006,000.007,000.008,000.009,000.00AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东16.2%17.3%15.6%14.9%15.5%15.2%15.4%41.4%38.8%38.7%37.7%39.0%39.6%39.8%3.8%4.1%4.1%5.2%4.0%5.5%5.3

54、%6.0%6.5%6.2%6.5%6.0%6.7%6.6%6.4%6.0%5.8%5.3%5.3%5.6%5.3%5.5%5.5%6.3%6.3%7.0%5.6%6.0%20.8%21.8%23.2%24.1%23.3%21.7%21.6%第62页/共94页甜单片在不同地区超市/卖场/百货市场渗透率甜单片在华北的市场渗透率有所下降79817878808281767473747373717979808789888651575960625658424341526955535146445660564876706470686867AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东

55、北东北华北华北西北西北华中华中西南西南华南华南华东华东8278977471777681718658534867第63页/共94页各地现代通路中甜单片主要品牌份额甜单片最大的三个地区中均有领导品牌39.131.910.67.95.63.71.318.145.20.13.7NA0.10.2NA13.41.5370.93.77.12.86.2118.11.944.20.727.114.832.28.71.823.70.20.54.41.596.95.34.78.119217.420.76.74.576.79.716.94.69.84.39.204.9NA1.62.50.63.52.81.51.619

56、.81.62.71.21.81.12.40.53.31.64.71.21.41.10.51.22.33.980.71.40.41.70.94.81.52.91.51.22.9NA0NA0.8NA4.11.10.60.71.54.90.81.50.710.10.60.56.71.90.93.1第64页/共94页市场增长趋势，上升？下降？AM 00AM01AM 02AM 00AM01AM 0221.2%曲奇蛋卷咸单片甜单片夹心梳打威化其他20.1%20.5%22.9%22.0%22.5%578718.8739.825.93335.6第65页/共94页夹心市场是否有明显的季节性？01234567AM

57、 00 JJ 00 AS 00 ON 00 DJ 01 FM 01 AM 01 JJ 01 AS 01 ON 01 DJ 02 FM 02 AM 02020406080100120140160销售量（千吨）销售量（千吨）销售额（百万人民币）销售额（百万人民币）第66页/共94页夹心在不同地区销量变化趋势01000200030004000500060007000AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东11.7%12.3%12.5%11.8%11.2%11.4%11.5%30.9%30.6%29.6%28.7%2

58、9.1%30.1%27.5%1.5%1.5%2.0%2.2%2.0%1.9%1.4%9.6%10.6%9.7%9.6%8.4%9.4%10.1%9.8%10.4%10.6%10.9%10.8%11.0%11.5%7.7%7.7%7.6%8.2%9.8%7.6%7.8%28.9%26.9%28.2%28.5%28.7%28.6%30.4%第67页/共94页夹心在不同地区超市/卖场/百货市场渗透率夹心各地市场渗透率较高7275768081818277727474727271797478787273794550494948495754585862504757515245455656556771727

59、2737373AM 01JJ 01AS 01ON 01DJ 02FM 02AM 02东北东北华北华北西北西北华中华中西南西南华南华南华东华东8278977471777682717957575573第68页/共94页各地现代通路中夹心主要品牌份额康师傅和纳贝斯克是夹心市场中最主要的竞争对手3332.110.29.38.95.21.217.517.519.717.814.413.613.4263.63.24.44.6322.63.48.79.910.6864.53.94.910.121.53.83.83.49.136.31312.810.814.412.117.918.112.77.94.112.

60、19.42.69.56.919.67.45.9108.446.471.843.62.95.46.36.13.44.82.521.31.18.80.28.44.52.40.31.621.510.48.42.62.10.82.25.51.62.13.90.61.90.52.71.24.41.33.72.51.71.20.50.56.14.42.12.41.50.50.94.312.742.1第69页/共94页各品类细分回顾小结夹心 - 巩固市场地位，稳扎稳打夹心在过去两年不断增长销量并扩大其在饼干整体中的销售份额康师傅在夹心品类中市场优势较明显，关键是如何维持优势甜单片/蛋卷 - 充分利用现有资源