电子商务联合报告

1、电子商务联合报告2014.4Evelyn CCopyright 2012 The Nielsen Company. Confidential and proprietary.2目录1互联网和网购市场互联网和网购市场2渠道比较渠道比较3电子商务热点新闻电子商务热点新闻互联网和网购市场Copyright 2012 The Nielsen Company. Confidential and proprietary.4宏观经济- 2014.4/2014.5Data: National Bureau of Statistics of China; Nielsen111111(2013Q42014Q1)1

2、1.912.5%(2014.42014.5）101.8102.5(2014.42014.5）7.7%7.4%(2013Q1-42014Q1)Copyright 2012 The Nielsen Company. Confidential and proprietary.513,70021,00029,80038,40045,73051,31056,40061,75810.5%16.0%22.6%28.9%34.3%38.3%42.1%45.8%-10.0%0.0%10.0%20.0%30.0%40.0%50.0%020,00040,00060,00080,000100,000200620072

3、00820092010201120122013中国的互联网用户中国的互联网用户Internet UsersPenetration Rate5互联网用户趋势Data: CNNIC 31th Internet Development Statistics万人中国的互联网用户量仍旧持续增长。截止到2013年底，互联网用户总量约为6.18亿，互联网的渗透率达到了45.8%。Copyright 2012 The Nielsen Company. Confidential and proprietary.63,3574,6417,40010,80016,05119,39524,20230,18924.5%

4、22.1%24.8%28.1%35.1%37.8%42.9%48.9%0.0%10.0%20.0%30.0%40.0%50.0%60.0%05,00010,00015,00020,00025,00030,00035,00040,00020062007200820092010201120122013中国的网购者中国的网购者Online ShoppersPenetration Rate网购用户截止到2013年底，中国的网购消费者达到了3.02亿，有48.9%的网民在网上购物。万人Data: CNNIC 31th Internet Development StatisticsCopyright 20

5、12 The Nielsen Company. Confidential and proprietary.72585421,2082,5005,2317,56612,59418,8510.3%0.6%1.1%1.9%3.3%4.2%6.1%8.0%-1.0%0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%-1,0001,0003,0005,0007,0009,00011,00013,00015,00017,00019,00021,00023,00025,00020062007200820092010201120122013Online SalesShare in

6、 Total Retail Sales of Consumer Goods网购市场2013年，中国的线上市场交易总额达到1885万亿元，占消费品零售总额的8.0%。Data: Online Sales from CNNIC; Total Retail Sales of Consumer Goods from China Statistical Yearbook(100 million RMB)线上年交易额线上年交易额Copyright 2012 The Nielsen Company. Confidential and proprietary.8Taobao C2C 96.5%Paipai 3

7、.4%Ebay 0.1%2013 C2C 网站市场份额网站市场份额购物网站市场份额淘宝 (C2C) 和天猫(B2C)仍然引领线上市场。Data Source: www.100EC.cnTmall 50.1%JD 22.3%Sunning 4.9%Tencent B2C 3.1%Amazon 2.7%Yihaodian 2.6%Vipshop 2.3%Dangdang 1.4%Gome 0.4%Vancl 0.2%Others 9.9%2013 B2C 网站市场份额网站市场份额渠道比较Copyright 2012 The Nielsen Company. Confidential and pro

8、prietary.1013个关键品类的销售重要性护肤品和婴儿配方奶粉是这13类快速消费品中线上销售渠道的前两大类别。Data: Nielsen e-Commerce Panel83%17%线上线上线下线下&母婴店渠道母婴店渠道2014年1-4月增长率: 7.4% 2014年1-4月增长率: 41.7% 28%13%31%5%8%2%4%IMFDiaperMilk Teat & BottleMilk PumpBaby CerealSkin MoisturizerShampooHair ConditionerPersonal WashFacial CleanserCondomLiq

9、uid MilkChocolate19%6%13%13%6%5%28%5%Copyright 2012 The Nielsen Company. Confidential and proprietary.110 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 OnlineBaby ChannelOffline线上线下销售额对比线上线下销售额对比, 2013.5-2014.4线上: 38.9% 母婴店: 9.6% 线下: -7.1% 11婴儿配方奶粉 - 线上销售 VS. 线下销售在过去的12个月里，虽然婴儿奶粉的线上销售总额只占整个市

10、场的23%，但是增长率却比母婴店和线下市场高很多。Data: Nielsen e-Commerce Panel & Baby Panel & Retail IndexShare: 23% 42% 35%年增长率（%）销售额(000RMB)Copyright 2012 The Nielsen Company. Confidential and proprietary.120.0500,000.01,000,000.01,500,000.02,000,000.02,500,000.0MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14

11、Mar14Apr14月度销售趋势月度销售趋势OnlineBaby channelOffline12婴儿配方奶粉 销售趋势线下销售额从2014年1月至2月持续下滑，母婴店销售额保持稳定。因双十一，线上销售在11月份达到销售顶峰。销售额(000RMB)Data: Nielsen e-Commerce Panel & Baby Panel & Retail IndexCopyright 2012 The Nielsen Company. Confidential and proprietary.13婴儿配方奶粉 前10供应商 有7家供应商在线上、母婴店和线下均处于前10名。而线上销售

12、前2名供应商的线下销售低于平均水平。Data: Nielsen e-Commerce Panel & Baby Panel & Retail Index到4月线上母婴店线下排名品牌占比（%）排名品牌占比（%）排名品牌占比（%）1纽迪希亚 33.41惠氏药厂12.11美赞臣15.82菲仕兰 10.32广州市合生元生物制品有限公司8.92惠氏药厂13.73惠氏药厂 7.93美赞臣8.93贝因美食品11.14美赞臣 6.54雅培6.74伊利实业集团9.05贝因美食品 3.95贝因美食品6.35雅培6.86雅培 3.16菲仕兰6.26英特儿营养乳品有限公司6.77雀巢 2.77英特儿营

13、养乳品有限公司4.77广州市合生元生物制品有限公司6.18英特儿营养乳品有限公司 2.28伊利实业集团4.28雅士利集团5.99伊利实业集团 1.89雀巢3.79雀巢5.510飞鹤 1.710明一3.510飞鹤4.4Copyright 2012 The Nielsen Company. Confidential and proprietary.14婴儿配方奶粉 供应商市场份额变化纽迪希亚的线上销售自2014年1月起有很大的增长。多美滋的线上和线下市场份额都有所下降。Data: Nielsen e-Commerce Panel & Baby Panel & Retail Inde

14、x33.531.431.926.726.326.625.123.344.244.942.445.09.411.712.410.310.710.29.910.09.98.0 7.7 7.78.08.88.40 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上飞鹤 伊利实业集团 英特儿营养乳品有限公司 雀巢 雅培 贝因美食品 美赞臣惠氏药厂 菲仕兰 纽迪希亚 14.614.514.515.816.81

15、7.214.415.220.513.816.514.612.011.711.412.913.913.814.815.414.514.014.415.510.811.311.311.411.310.810.7 8.0 8.50 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下飞鹤雀巢雅士利集团广州市合生元生物制品有限公司英特儿营养乳品有限公司雅培伊利实业

16、集团贝因美食品惠氏药厂美赞臣Copyright 2012 The Nielsen Company. Confidential and proprietary.15婴儿配方奶粉-供应商市场份额变化0 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14母婴店母婴店明一雀巢伊利实业集团英特儿营养乳品有限公司菲仕兰贝因美食品雅培美赞臣广州市合生元生物制品有限公司惠氏药厂Copyright 2012 The Nielsen Company. Confidential and

17、 proprietary.160 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 OnlineBaby ChannelOffline线上线下销售额对比线上线下销售额对比, 2013.5-2014.4线下: -2.8% 线上: 46.6% 母婴店: 9.4% 16尿布 线上销售 VS. 线下销售过去的12个月，虽然尿布的线上销售总额只占总市场的29%，但是增长率比母婴店渠道和 线下市场高很多。Data: Nielsen e-Commerce Panel & Baby Panel & Retail Index销售额(000RMB

18、)Share: 29% 26% 45%Copyright 2012 The Nielsen Company. Confidential and proprietary.170.0100,000.0200,000.0300,000.0400,000.0500,000.0600,000.0700,000.0800,000.0900,000.01,000,000.0MAY13 JUN13 JUL13 AUG13 SEP13 OCT13 NOV13 DEC13 JAN14 FEB14 Mar14 Apr14月度销售趋势月度销售趋势OnlineBaby channelOffline17尿布 销售趋势Da

19、ta: Nielsen e-Commerce Panel & Baby Panel & Retail Index销售额(000RMB)三个渠道的销售额自2013年10月起均有所增长，线上销售在双十一达到销售顶峰 。Copyright 2012 The Nielsen Company. Confidential and proprietary.18尿布 前10品牌有6个品牌在线上、婴儿渠道和线下市场中均处于前10名。妙而舒在线上渠道中排名第一。帮宝适和好奇纸尿裤在三个渠道中均排名靠前。Data: Nielsen e-Commerce Panel & Baby Panel

20、& Retail Index到4月线上母婴店线下排名品牌占比（%） 排名品牌占比（%） 排名品牌占比（%）1妙而舒23.01帮宝适19.71帮宝适36.32帮宝适22.02好奇15.12妈咪宝贝15.43好奇17.23妈咪宝贝14.43安儿乐12.54妈咪宝贝8.94妙而舒10.64好奇11.05大王5.05安儿乐3.15茵茵2.86雀氏2.76倍康2.96妙而舒2.67Moony2.27爹地宝贝2.97好之1.58可爰宝贝1.68雀氏2.18雀氏1.39安儿乐1.29大王1.79嘘嘘乐1.310爹地宝贝1.010茵茵1.310一片爽1.2Copyright 2012 The Niel

21、sen Company. Confidential and proprietary.19尿布 品牌市场份额变化线上前10品牌市场份额在90%左右，但从2013年5月起有所下滑。妙而舒线上销售在近几个月有明显增加。Data: Nielsen e-Commerce Panel & Baby Panel & Retail Index22.222.923.420.724.023.423.223.725.125.024.525.123.524.721.422.319.919.820.721.520.517.619.017.816.916.5

22、18.215.414.915.60 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14Apr14线上线上爹地宝贝安儿乐可爰宝贝Moony雀氏大王妈咪宝贝好奇帮宝适妙而舒37.736.837.536.236.536.737.136.040.231.433.735.416.115.315.615.315.415.515.015.314.616.615.614.412.512.211.811.711.411.612.913.311.813.713.712.80 10 20 30

23、40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下一片爽嘘嘘乐雀氏好之妙而舒茵茵好奇安儿乐妈咪宝贝帮宝适Copyright 2012 The Nielsen Company. Confidential and proprietary.20尿布 品牌市场份额变化0 10 20 30 40 50 60 70 80 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14母婴店母婴店雀氏婴舒宝爹地宝贝大王倍康安儿乐妈

24、咪宝贝妙而舒好奇帮宝适Copyright 2012 The Nielsen Company. Confidential and proprietary.21奶嘴和奶瓶2013年奶嘴和奶瓶在母婴店的销售总额保持上升，线下市场保持稳定。Data: Nielsen e-Commerce Panel & baby panel & Retail Index(000RMB)2013.5-2014.4总总销售额销售额月销售额月销售额0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 MAY13 JUN13 JUL13 A

25、UG13 SEP13 OCT13 NOV13 DEC13 JAN14 FEB14 Mar14 Apr14OnlineBaby ChannelOffline0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 OnlineBaby ChannelOfflineCopyright 2012 The Nielsen Company. Confidential and proprietary.22奶嘴和奶瓶- 前10品牌爱得利在线下市场中占比55.5%，线上只占3.4%。Data: Nielsen e-Com

26、merce Panel & baby panel & Retail Index到4月线上母婴店线下排名品牌占比（%）排名品牌占比（%）排名品牌占比（%）1贝亲27.21贝亲27.41爱得利55.52布朗博士9.92BOBO乐儿宝9.32贝亲9.13NUK8.03爱得利7.83日康8.54新安怡5.44NUK4.04喜多4.75BOBO乐儿宝3.95贝儿欣3.15母爱2.86可么多么3.66好孩子2.96可儿1.27爱得利3.47日康1.67哺宝1.08Amama2.08康贝爱1.38贝恩宝0.89贝儿欣1.19安心妈妈1.29好孩子0.710亲亲我1.110TUTU爱婴帝1.1

27、10优生0.7Copyright 2012 The Nielsen Company. Confidential and proprietary.23奶嘴和奶瓶-品牌市场份额变化线上前10品牌市场份额在70%左右，线下市场份额90%左右。Data: Nielsen e-Commerce Panel & Retail Index线下线下28.628.627.925.824.724.428.225.626.528.927.728.611.512.910.810.49.5 9.810.79.08.40 10 20 30 40 50 60 70 80 MAY13JUN13JUL

28、13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上亲亲我贝儿欣Amama爱得利可么多么BOBO乐儿宝新安怡NUK布朗博士贝亲59.157.256.0 56.5 56.3 55.5 55.0 54.5 53.8 53.5 54.49.2 10.3 8.58.70102030405060708090100MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14优生好孩子贝恩宝哺宝可儿母爱喜多日康贝亲爱得利Copyright 20

29、12 The Nielsen Company. Confidential and proprietary.24奶嘴和奶瓶-品牌市场份额变化01020304050607080MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14 母婴店母婴店TUTU爱婴帝安心妈妈康贝爱日康好孩子贝儿欣NUK爱得利BOBO乐儿宝贝亲Copyright 2012 The Nielsen Company. Confidential and proprietary.250 5,000 10,000 15,000 20,000 25,000 30,000

30、35,000 40,000 45,000 50,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14Mar14Apr14OnlineBaby ChannelOffline吸奶器过去12个月，奶泵的线上销售是三种渠道中销售总额最高的。2013年母婴店销售持续增长。Data: Nielsen e-Commerce Panel, baby panel & Retail Index(000RMB)2013.5-2014.4总总销售额销售额月销售额月销售额0 50,000 100,000 150,000 200,000 250,000 30

31、0,000 350,000 400,000 450,000 OnlineBaby ChannelOfflineCopyright 2012 The Nielsen Company. Confidential and proprietary.26吸奶器 前10品牌有3个品牌在线上、母婴渠道和线下市场中均处于前10名。 美德乐在线上市场和母婴店渠道市场中均排名第一。Data: Nielsen e-Commerce Panel, baby panel & Retail Index到4月线上母婴店线下排名品牌占比（%）排名品牌占比（%）排名品牌占比（%）1美德乐36.61美德乐15.51爱得利

32、45.02新贝15.92新安怡15.52日康20.03新安怡14.43小白熊14.23喜多7.04小白熊8.54贝亲6.84母爱4.65好女人5.15日康4.75小白熊4.66贝亲3.36新贝4.06贝亲2.27舒氏1.77喜多3.77咪呢小熊2.08喜恩贝1.18好女人3.08小鸡卡迪1.79安朵0.49BOBO乐儿宝2.89新贝1.510Momiko0.410爱得利2.310BOBO乐儿宝1.4Copyright 2012 The Nielsen Company. Confidential and proprietary.27吸奶器-品牌市场份额变化 线上市场前10品牌市场份额在线上和线下

33、占比都超过90%。Data: Nielsen e-Commerce Panel & Retail Index38.942.235.8 35.3 34.833.7 33.635.837.939.436.5 37.116.716.021.417.417.116.019.0 14.413.812.413.414.30 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上Momiko安朵喜恩贝舒氏贝亲好女人小白熊新安怡新贝美德乐44.847.6 46.7 4

34、7.143.842.744.442.143.444.445.344.219.518.618.919.621.421.6 19.019.217.10 10 20 30 40 50 60 70 80 90 100 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下BOBO乐儿宝新贝小鸡卡迪咪呢小熊贝亲小白熊母爱喜多日康爱得利Copyright 2012 The Nielsen Company. Confidential and proprietary.28吸奶器-品牌市场份额变化0 10 20 3

35、0 40 50 60 70 80 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14母婴店母婴店爱得利BOBO乐儿宝好女人喜多新贝日康贝亲小白熊新安怡美德乐Copyright 2012 The Nielsen Company. Confidential and proprietary.290 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FE

36、B14Mar14Apr14OnlineBaby ChannelOffline婴儿食品2013年婴儿食品的线下销售额下降。由于双11，2013年11月的线上销售达到了顶峰Data: Nielsen e-Commerce Panel & Retail Index(000RMB)2013.5-2014.4 总总销售额销售额月销售额月销售额020000040000060000080000010000001200000OnlineBaby ChannelOfflineCopyright 2012 The Nielsen Company. Confidential and proprietary.

37、30婴儿食品-前10品牌婴儿食品的线上和线下前10品牌有很大差别。Data: Nielsen e-Commerce Panel & Retail Index到4月线上母婴店线下排名品牌占比（%）排名品牌占比（%）排名品牌占比（%）1嘉宝15.51合生元7.21雅士利8.62亨氏13.92嘉宝5.52营养系列8.23喜宝11.83英氏4.33Classic & Smooth8.04EarthsBest11.14方广3.84雀巢6.75禧贝5.55双熊3.05Meat & Fish6.66特福芬3.36雅因乐2.76Milky & Calcium6.07伊威2.87

38、伊威2.67Grain5.68英吉利2.68傲滋2.58合生元4.89Bambix2.49佳优宝贝2.49Fruit & Veggie4.710贝因美1.510Meat & Fish2.410功能系列-健质3.4Copyright 2012 The Nielsen Company. Confidential and proprietary.31婴儿食品-品牌市场份额变化近几个月，亨氏的线上市场份额有所下降。Data: Nielsen e-Commerce Panel & Retail Index0 10 20 30 40 50 60 70 80 MAY13JUN13JU

39、L13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上贝因美Bambix英吉利伊威特福芬禧贝EarthsBest喜宝亨氏嘉宝0 10 20 30 40 50 60 70 80 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下功能系列-健质Fruit & Veggie合生元GrainMilky & CalciumMeat & Fish雀巢Classic & Smooth营养系列雅士利Copyright 2012 The Nielsen

40、Company. Confidential and proprietary.32婴儿食品-品牌市场份额变化母婴店母婴店0 5 10 15 20 25 30 35 40 MAY13 JUN13 JUL13 AUG13 SEP13 OCT13 NOV13 DEC13 JAN14 FEB14 MAR14 APR14Meat & Fish佳优宝贝傲滋伊威雅因乐双熊方广英氏嘉宝合生元Copyright 2012 The Nielsen Company. Confidential and proprietary.33护肤品过去12个月，护肤品的线上销售总额占线下线上总额的33.7%。Data: N

41、ielsen e-Commerce Panel & Retail Index2013.5-2014.4总总销售额销售额月销售额月销售额0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14Mar14Apr14OnlineOffline0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 OnlineOfflineCopyri

42、ght 2012 The Nielsen Company. Confidential and proprietary.34护肤品-前10品牌线上市场，雅诗兰黛这类高端品牌具有很好的表现。线上线下排名品牌占比（%）排名品牌占比（%）1百雀羚3.11玉兰油7.12美肤宝2.82大宝4.33巴黎欧莱雅2.23巴黎欧莱雅3.94玉兰油2.04百雀羚3.85相宜本草1.65自然堂3.86完美1.66珀莱雅3.07玫琳凯1.57相宜本草3.08雅诗兰黛1.48妮维雅2.79兰芝1.49欧诗漫2.310自然堂1.410强生婴儿1.8Data: Nielsen e-Commerce Panel & R

43、etail Index到4月Copyright 2012 The Nielsen Company. Confidential and proprietary.35护肤品- 品牌市场份额变化线上市场的前10品牌市场份额低于25%。百雀羚的线上销售份额在近几个月有所下降。Data: Nielsen e-Commerce Panel & Retail Index3.02.32.02.62.9 3.1 3.23.2 3.20 5 10 15 20 25 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上

44、线上自然堂兰芝雅诗兰黛玫琳凯完美相宜本草玉兰油巴黎欧莱雅美肤宝百雀羚0 5 10 15 20 25 30 35 40 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下强生婴儿欧诗漫妮维雅相宜本草珀莱雅自然堂百雀羚巴黎欧莱雅大宝玉兰油Copyright 2012 The Nielsen Company. Confidential and proprietary.36洗发水过去12个月，洗发水的线上销售总额占线上线下销售总额的6.82%。Data: Nielsen e-Commerce Panel & Reta

45、il Index(000RMB)2013.5-2014.4总总销售额销售额月销售额月销售额0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 OnlineOffline0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14Mar14Apr14OnlineOfflineCopyright 2012 The Nielsen Company. Confid

46、ential and proprietary.37洗发水 前10供应商宝洁在线上和线下市场都排名第一线上线下排名供应商占比（%）排名供应商占比（%）1宝洁29.01宝洁49.72资生堂7.42利华18.73利华7.23拜尔斯道夫日化3.74汉高6.44拉芳2.55欧莱雅2.75欧莱雅2.56霸王1.06汉高2.47云南白药集团0.47霸王2.38拉芳0.48资生堂0.89拜尔斯道夫日化0.39迪彩化妆品0.310高露洁0.310云南白药集团0.2Data: Nielsen e-Commerce Panel & Retail Index到4月Copyright 2012 The Niel

47、sen Company. Confidential and proprietary.38洗发水- 供应商市场份额变化线上市场的前10供应商市场份额有所波动，线下市场保持稳定。Data: Nielsen e-Commerce Panel & Retail Index50.7 50.2 49.8 50.0 49.6 49.2 48.9 48.550.648.8 48.950.517.318.518.818.418.718.018.019.019.119.519.818.90 10 20 30 40 50 60 70 80 90 MAY13JUN13JUL13AUG13SEP13OCT13N

48、OV13DEC13JAN14FEB14MAR14APR14线下线下云南白药集团迪彩化妆品资生堂霸王汉高欧莱雅拉芳拜尔斯道夫日化利华宝洁27.932.737.529.833.822.932.626.426.722.924.825.00 10 20 30 40 50 60 70 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上高露洁拜尔斯道夫日化拉芳云南白药集团霸王欧莱雅汉高利华资生堂宝洁Copyright 2012 The Nielsen Co

49、mpany. Confidential and proprietary.39洗发水 前10品牌有6个品牌在线上和线下市场中均处于前10名。海飞丝在线上和 线下市场中均排名第一。线上线下排名品牌占比（%）排名品牌占比（%）1海飞丝9.41海飞丝19.72沙宣8.22清扬10.43潘婷5.93潘婷9.44施华蔻4.64飘柔精华护理8.35清扬3.65飘柔家庭护理6.46资生堂2.96沙宣4.67卡诗2.97力士4.18丝蓓绮2.98舒蕾3.39巴黎欧莱雅2.79多芬2.810多芬2.310巴黎欧莱雅2.5Data: Nielsen e-Commerce Panel & Retail Ind

50、ex到4月Copyright 2012 The Nielsen Company. Confidential and proprietary.40洗发水- 品牌市场份额变化线上市场的前10品牌市场份额有所波动，线下市场保持稳定。海飞丝的线上市场份额在近几个月有所上升。Data: Nielsen e-Commerce Panel & Retail Index0 10 20 30 40 50 60 70 80 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下巴黎欧莱雅多芬舒蕾力士沙宣飘柔家庭护理飘柔精华护理潘婷清

51、扬海飞丝0 10 20 30 40 50 60 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上多芬巴黎欧莱雅丝蓓绮卡诗资生堂清扬施华蔻潘婷沙宣海飞丝Copyright 2012 The Nielsen Company. Confidential and proprietary.410 100,000 200,000 300,000 400,000 500,000 600,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14Mar14Apr14OnlineOf

52、fline护发素过去12个月，护发素的线上销售总额占线上线下销售总额的15.1%。Data: Nielsen e-Commerce Panel & Retail Index(000RMB)2013.5-2014.4总总销售额销售额月销售额月销售额0100000020000003000000400000050000006000000OnlineOfflineCopyright 2012 The Nielsen Company. Confidential and proprietary.42护发素-前10供应商宝洁的线上销售额是线下的1/3。线上线下排名供应商占比（%）排名供应商占比（%）

53、1宝洁10.01宝洁31.72汉高9.22利华10.03资生堂8.03上海华银8.74欧莱雅7.54汉高8.25利华1.85欧莱雅8.16上海华银0.86拉芳3.47花王0.17资生堂3.18拉芳0.18拜尔斯道夫日化1.39霸王0.19雅波0.310拜尔斯道夫日化0.010霸王0.3Data: Nielsen e-Commerce Panel & Retail Index到4月Copyright 2012 The Nielsen Company. Confidential and proprietary.43护发素-供应商市场份额变化前10供应商的市场份额有所波动，宝洁的线上份额近几

54、个月持续下降。Data: Nielsen e-Commerce Panel & Retail Index0 10 20 30 40 50 60 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上拜尔斯道夫日化霸王拉芳花王上海华银利华欧莱雅资生堂汉高宝洁0 10 20 30 40 50 60 70 80 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下霸王雅波拜尔斯道夫日化资生堂拉芳欧莱雅汉高上海华银利华宝洁Copyright 20

55、12 The Nielsen Company. Confidential and proprietary.44护发素-前10品牌有4个品牌在线上和线下市场中均处于前10名。线上线下排名品牌占比（%）排名品牌占比（%）1卡诗8.81潘婷11.82施华蔻8.02蜂花8.73巴黎欧莱雅7.53巴黎欧莱雅8.14沙宣3.64沙宣7.75潘婷3.25飘柔精华护理6.36资生堂2.66多芬5.97丝蓓绮2.57施华蔻5.38优尚2.28拉芳3.39水之密语2.29力士3.010博倩1.810丝蕴2.9Data: Nielsen e-Commerce Panel & Retail Index到4月C

56、opyright 2012 The Nielsen Company. Confidential and proprietary.45护发素-品牌市场份额变化卡诗和施华蔻在线上市场表现很好。Data: Nielsen e-Commerce Panel & Retail Index9.27.5 9.98.810.411.010.08.06.80 5 10 15 20 25 30 35 40 45 50 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上博倩水之密语优尚丝蓓绮资生堂潘婷沙宣巴黎欧莱

57、雅施华蔻卡诗13.211.9 12.111.5 11.612.411.3 10.911.911.2 11.6 11.60 10 20 30 40 50 60 70 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下丝蕴力士拉芳施华蔻多芬飘柔精华护理沙宣巴黎欧莱雅蜂花潘婷Copyright 2012 The Nielsen Company. Confidential and proprietary.460 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400

58、,000 1,600,000 1,800,000 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14Mar14Apr14OnlineOffline个人洗护过去12个月，个人洗护的线上销售总额占线上线下销售总额的5.3%。Data: Nielsen e-Commerce Panel & Retail Index(000RMB)2013.5-2014.4总总销售额销售额月销售额月销售额0200000040000006000000800000010000000120000001400000016000000OnlineOfflineCopyr

59、ight 2012 The Nielsen Company. Confidential and proprietary.47个人洗护-前10品牌有5个品牌在线上和线下市场中均处于前10名。多芬和舒肤佳分别在线上和线下市场中排名第一。线上线下排名品牌占比（%）排名品牌占比（%）1多芬9.51舒肤佳25.52舒肤佳9.12力士10.73可悠然6.73六神5.44威露士4.04玉兰油4.95力士3.95多芬4.86滴露2.66强生婴儿4.77加州2.57蓝月亮2.18强生婴儿2.48阿迪达斯1.79玉兰油2.49拉芳1.510施巴2.210澳雪1.5Data: Nielsen e-Commerce

60、Panel & Retail Index到4月Copyright 2012 The Nielsen Company. Confidential and proprietary.48香皂/浴液-品牌市场份额变化前10品牌的线下市场份额保持相对稳定，线上略有波动。线上前10品牌的市场总份额低于50%。Data: Nielsen e-Commerce Panel & Retail Index14.89.912.211.010.55.70 10 20 30 40 50 60 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线上线上施巴玉兰油强生婴儿加州滴露力士威露士可悠然舒肤佳多芬25.1 25.4 25.9 25.4 25.6 25.5 25.5 25.626.624.725.325.90 10 20 30 40 50 60 70 MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14APR14线下线下澳雪拉芳阿迪达斯蓝月亮强生婴儿多芬玉兰油六神