ACNielsen护垫调查(英文)

1、1Copyright 2003 ACNielsena VNU companyLiner Category Overview2Copyright 2003 ACNielsena VNU companyLiner Sales & Price Trend, NationalMarket Growth Rate Slow Down7908558809931053 1043 10271084 1087 1080105410321090164175177 190 199 192 185 190190191 186 179 1840.21 9 0.190.18 0.18 0.18

2、0.170.18 0.180.17 0.170200400600800100012001400160018002000ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0300.00.25Volume Sales(Mil Pcs)Value Sales(Mil.Rmb)Rmb/Pcs%Sales Growth( MAT ON03 vs ON02 )+10% - in volume0% - in value3Copyright 2003 ACNielsena VNU companyLiner Segment Importan

3、ce & Growth, NationalUltra Thin/Breathable More Welcome With Importance Increasing10.89.864.561.427.410.81.71.469.466.52123.818MAT ON02MAT ON03MAT ON02MAT ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Volume baseMAT %Growth7%46%2%2%-8%Value base-2%31%-8%-9%-15%4Copyright 2003 AC

4、Nielsena VNU companyLiner Prod. Segment Importance, Nat.9.4 12.5 9.4 11.9 11.0 11.7 12.0 10.0 71.571.470.7 66.966.0 65.0 64.064.0 65.864.563.417.518.0 19.322.425.412.01.51.971.470.615.416.115.026.223.724.021.521.1ON01 DJ02 FM02 AM02JJ02AS02 ON02 DJ03 FM0

5、3 AM03JJ03AS03 ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Volume base5Copyright 2003 ACNielsena VNU companyLiner Prod. Segment Importance, Nat.1011.5 9.9 11.1 11.2 11.3 11.6 1.368.367.26764.96463.1 61.960.4 61.760.9 22.42529.312.41

6、.51.768.367.819.218.817.629.728.328.42423.2ON01 DJ02 FM02 AM02JJ02AS02 ON02 DJ03 FM03 AM03JJ03AS03 ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Value base6Copyright 2003 ACNielsena VNU companyVolume ShareValue ShareLiner, National Top Brands ShareCarefree Leading Share Maintain; Small Locals

7、 Gained Share YearlyMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE 16.917.10.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISPERYIMUCAOSOFT1.22.21LADY CARE 2.71.9-0.8BESTHAO S.S.1.71.70O.BRAND36.937.10.2CAREFREE 18.618.6-0.1SOFY16.916-0.8ANERLE11.411.8

8、0.4WHISPERC&B7.35-2.4YIMUCAOLADY CARE 3.72.8-0.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O.BRAND30.730.90.27Copyright 2003 ACNielsena VNU companyLiner Top Brand Vol. Share Trend, Nat.Carefree Maintain Leading Share Position And Share Stagnant In Latest Half Year58.557.357.252.456.25

9、1.6545353.154.653.549.650.320.816.716.815.717.516.516.616.317.816.717.916.818.917.416.718.815.216.416.415.917.613.410.910.410.699.7109.79.296.95.44.83.344.94.818.41715.33.90510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFR

10、EESOFYANERLEC&BWHISPERTop 5 All(Liner Base)YIMUCAO0.60.82.633.13.4SOFT0.81.92.1LADY CAREBEST1.3HAO S. S. 1.41.81.5O.BRAND35.936.737.239.435.736.735.

11、83735.434.336.940.439.78Copyright 2003 ACNielsena VNU companyLiner Top Brand Val.Share Trend, Nat.Same As Value63.762.462.857.960.257.158.558.158.259.957.95454.823191917.518.818.317.417.619.818.812.310.711.41111.41211.912.116.46.36

12、.18.619.31415.115.60510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPERTop 5 All(Liner Base)YIMUCAO3.9SOFT0.91.01.91.9LADY CARE 3.0BEST0.40

13、.60.31.00.82.01.0HAO S. S. 2.0O.BRAND30.231.031.033.230.931.931.231.730.534.59Copyright 2003 ACNielsena VNU companyLiner Top Brand Distribution Trend, Nat.Distribution Compete Head With Key Competitors444444454645474744434344434547464

14、2444747444343373434333129323030292725293636383837394042403941444644414626420102030405060ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPERWeighted DistributionYIMUCAO455781010141516171820SOFT3436111212131312111112LADY CARE35353436363335363533313033BEST20181718171720

15、212119171614HAO S. S. 6781013121315151414121310Copyright 2003 ACNielsena VNU companyLiner, Top Brand Price Trend-NationalKey Competitors Price Maintain Stable During Latest YearRmb/PcsON01ON02DJ03FM03AM03JJ03AS03ON03CAREFREE00.190.19SOFY70.180.17ANERLE0.

16、10.21C&B60.150.15WHISPER0.4010.21YIMUCAO80.190.19SOFT70.170.15LADY CARE0.270.270.260.270.260.260.270.26BEST20.120.13HAO S. S. 60.150.

17、15O.brand 60.150.1511Copyright 2003 ACNielsena VNU companyCarefree Variant Sales&Growth, Nat.76.76.5 1.903.33.720.816.716.815.717.516.518.416.616.317.816.717.917ON

18、01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03T SHAPEDRAPABLESUPER BSUPER NBLONGJIBENXINVolume SalesValue Sales8.1 6.6 04.552319 1917.518.818.319.317.417.619.818.819.218.6ON01

19、DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0312Copyright 2003 ACNielsena VNU companyLiner, Carefree Variant Share, NationalVariant Share Stable In Latest Half Year76.76.5 1.903.33.720.816

20、.716.815.717.516.518.416.616.317.816.717.917ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03T SHAPEDRAPABLESUPER BSUPER NBLONGJIBENXINVolume Share(Liner Base)Value Share8.1 6.6 00.64.4

21、5.34.552319 1917.518.818.319.317.417.619.818.819.218.6ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0313Copyright 2003 ACNielsena VNU companyCarefree Variant Distribution & Price,Nat.Drapable High Price Could Be An Issue to Prevent Our Share Further Improvement44 44 444546454647 474443 43444

22、1 41 4142 42 424446444240 404122 22 2220 201918192119 19 19 1937 37 37 3739 394140 403837 37392831323133 33 33 333433323334018272931330121617 171516 16 1613ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CarefreeJIBENXINLONGSUPER N-BSUPER BDRAPABLET SHAPEWeighted DistributionRmb/Pcs0.220.23 0.23

23、0.22 90.180.390.280.29 0.290.28 0.28 0.28 0.28 0.280.20.190.18 0.180.17 0.17 0.17 4 0.240.25 0.190.270.260.25 30.15ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0314Copyright 2003 ACNielsena VNU co

24、mpanyLiner, Whisper Variant Share, National 0.5 0.5 0.4 0.3 0.4 0.3 0.1 0.1 03.344.94.83.9ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TANGAGREENCOTTON SOFTBLACKALLDAYS1.10.30.2 0.

25、2 4.64.64.60.50.20004.9ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03Volume Share(Liner Base)Value Share15Copyright 2003 ACNielsena VNU companyWhisper Variant Distribution & Price,Nat.2936 3638 3837

26、3940424039414229 29 29 292826282723211575273133343336394140394041ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03WHISPERALLDAYSBLACKCOTTON SOFTWeighted DistributionRmb/Pcs0.390.390.40.380.390.380.380.380.370.380.390.370.410.640.620.590.590.580.580.590.580.540.460.480.4 0.

27、2 0.2 0.2 0.2 0.2 0.2AS01ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS0316Copyright 2003 ACNielsena VNU companySofy Variant Share, NationalShare Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share Yearly0.1 0.7 1.2 1.6 1.7 1.8 1.81.313.315.914.612.913.911.711.51212.111.

28、413.39.3110.318.917.416.718.815.215.316.4 16.415.917.614.813.416.8ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TOU QIROU MIANREGFRESHGREE TEAVolume Share(Liner Base)Value Share0.1 0.9 1.72.2 2.1 2.3 2.31.713.515.413.812.312.911.310.911.511.510.711.88.910.50.417.418.717.116.516.916

29、.816.217.11415.1AS01ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS0317Copyright 2003 ACNielsena VNU companySofy Variant Share, NationalGreen Tea Price Position In Medium Range38 38 3841 41404144434241 41441123293031303236 36 3639 393840434240 403942292829323028313332 32 32331826ON01DJ02FM02AM02JJ02A

30、S02ON02DJ03FM03AM03JJ03AS03ON03SOFYFRESHREGROU MIANTOU QIGREEN TEAWeighted DistributionRmb/Pcs0.220.2 9ON01DJ02FM02AM02JJ02AS02

31、ON02DJ03FM03AM03JJ03AS03ON0318Copyright 2003 ACNielsena VNU companyLiner Share By Price Tier, NationalMedium and Low Price Dominate the Market; While Premium Gained Importance Yearly27.328.748.54518.421.8020406080100120MAT ON02MAT ON030.35rmb/pcs19.821.348.443.621.727020406080100120MAT ON02MAT ON030

32、.35rmb/pcsVolume BaseValue BaseNote, price is judged down to sub brand level.19Copyright 2003 ACNielsena VNU companyLiner 0.200.25Rmb/pcs Share By Brand, Nat.Share Driven By MNBMAT ON02 MAT ON03 MAT ON02 MAT ON030.200.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER4.8SOFY5.2TOU

33、QI1.8FRESH2.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue Share20Copyright 2003 ACNielsena VNU companyLiner Sales Growth By City25.425.237.937.66.725.124.430.5333230.435.36.3MAT ON02MAT ON03MAT ON02MAT ON03TownBCD CityA City4 City10%0%6%7%7%13%-7%13%-1%4%Volume

34、 baseValue baseMAT %Growth21Copyright 2003 ACNielsena VNU companyLiner Key Brand Volume Share By CityCarefree Share Stagnant Across City4 CityA CityBCD CityTownVol.% +/- % YAVol.% +/- % YAVol.% +/- % YAVol.% +/- % YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0.315-5.34.8ANERLE3.5-0.29.8-

35、0.93.3WHISPER0.43.411.71.2C&B6.1-2.26.3-0.54.9-2.70.7-1.4YIMUCAO0.3-0.6SOFT0.70.41.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST0.62.1-HAO S. S.2.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.822Copyright 2003 ACNielsena VNU

36、 companyLiner, Key Brand Vol. Share by City TierCarefree Share Stagnant All City Tier(Liner Base)30.728.42729.52932.23125262927.329.223.823.23.944.75.45.555.24.801020304050607080ON02DJ03FM03AM03JJ03AS03ON034 City18.31716.616.616.617.115.815.514.512.514.39.1

37、9.599.910.79.84.95.10102030405060ON02DJ03FM03AM03JJ03AS03ON03A City1210.7118.910.314.314.213.814.312.711.83.705101520253035404550ON02DJ03FM03AM03JJ03AS03ON03BCD City8.99.611.810.12

38、.6.27.411.510.712.91.40510152025303540ON02DJ03FM03AM03JJ03AS03ON03TownCarefreeSofyWhisperAnerleC&B23Copyright 2003 ACNielsena VNU companyLiner Sales Growth By RegionSize Grew Fast In West/South21.423.724.723.615.220.518.437.537.340

39、.639.927.727.913.114.913.5MAT ON02MAT ON03MAT ON02MAT ON03WestNorthEastSouth10%0%25%12%-14%-3%1%23%11%8%Volume baseValue baseMAT %Growth24Copyright 2003 ACNielsena VNU companyLiner, Key Brand Vol. Share by Region(Liner Base)22.620.722.923.423.323.620.719.718.116.415.314.712.916.913.41314.314.3141413

40、.6.2010203040506070ON02DJ03FM03AM03JJ03AS03ON03South16.214.614.81614.719.21917.922.716.1164.54.43.30102030405060ON02DJ03FM03AM03JJ03AS03ON03East22.218.916.520.118.918.719.211.914.114.916.316134

41、.0102030405060ON02DJ03FM03AM03JJ03AS03ON03North11.21210.811.39.610.611101011.510.8107.78.520.922.319.12118.916.54.93.10102030405060ON02DJ03FM03AM03JJ03AS03ON03WestCarefreeSofyWhisperAnerleC&B25Copyright 2003 ACNielsena VN

42、U companyLiner Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/- % YAVol.%+/- % YAVol.%+/- % YAVol.%+/- % YACAREFREE0.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.71.5ANERLE13.9-6.5-0.919.3-3.7WHISPER4.4-0.1C&B-3.85.4-2.1101.5YIMUCAO1.21.13.

43、4.21.6SOFT0.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-1.20.1HAO S. S.2.5-0.61.80OTHERS29.73.740.4-35.9-1.126Copyright 2003 ACNielsena VNU companyMarket Share by Pack Share, National51.247.41229.630.210.810.18020406080100120MAT ON02MAT O

44、N03125pcs 2639pcs 4060pcs 80pcs 51.748.58.41330.3020406080100120MAT ON02MAT ON03125pcs 2639pcs 4060pcs 80pcs Volume BaseValue Base27Copyright 2003 ACNielsena VNU companyCategory Overview, LinerlTotal category size came to stable in the past one year (Threat)lUltrathin Breathable product be

45、come more popular(Opportunity), size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30% in value)lLow and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.20.25rmb/pcs) importance increasing, which was driven by MNB premium lines

46、28Copyright 2003 ACNielsena VNU companyCategory Overview, LinerlCarefree leading position and share stable in year trend(Strength)-Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issue-

47、Share stagnant in all city tier(challenge)lSofy lose share to small local brands and struggled in No.2 in last year-Fresh launch not help it share gain, while Regular share in declining trend(Opportunity)-Green Tea new launch and was firstly captured in ON03 scored small share, and priced medium29Co

48、pyright 2003 ACNielsena VNU companyIssueslHow Carefree Can Further Improve In Developed City By Gaining On Sofy?lOpportunity exploration in BCD marketlSofy Green Tea Launch Review30Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City31Copyright 2003 ACNielsena VNU compan

49、yLiner, Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed City23.521.320.92322.623.823.420.120.921.620.821.417.75.44.9010203040506010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003WHISPERSOFYCAREFREEANERLE7.1C&B6.56.26.

50、5.8YIMUCAO2.6LADY CARE2.4ABC32Copyright 2003 ACNielsena VNU companyLiner Carefree vs Sofy Variant Share, Key CityOpportunity To Grab Share From Sofy Reg.; Drapable Litter Further ImprovementCarefreeSofy21.615.815.616.

51、215.416.612.614.720.921.620.821.417.719.720.1ON02DJ03FM03AM03JJ03AS03ON03TOU QIROU MIANREG FRESHGREEN TEAVolume Share(Liner Base)8.52.73.532.72.504.95.523.521.320.92322.623.823.4ON02DJ03FM03AM03JJ03AS03ON03DRAPABLESUPER BSUPER NBJIBENXIN 33Copyr

52、ight 2003 ACNielsena VNU companyCarefree vs Sofy UT Price Comparison, 4+ACarefree Super NB Price Down Trend and Competitive vs Sofy Reg0.20.18 0.18 0.180.17 0.17 7 0.17 5 70.240.260.280.310/11-200212/0

53、1-200302/03-200304/05-200306/07-200308/09-200310/11-2003JIBENXIN SUPER NBSUPER BDRAPABLE4 2 0.22 0.220.17 0.170.16 6 1 60.280.310/11-200212/01-200302/03-200304/05-200306/07-200308/

54、09-200310/11-2003GREEN TEAFRESHREG ROU MIANTOU QICarefreeSofyRmb/Pcs34Copyright 2003 ACNielsena VNU companyCarefree Super NB vs Sofy Reg. SKU Share & Price4+A CitiesCarefree Share Behind Sofy On SKU Level, While Price CompetitiveVolume Share50.15ON02DJ03FM03AM03JJ03AS03ON03Carefree Su

55、per NB 6.3Sofy Regular15.815.616.215.416.612.614.7ON02JJ03AS03ON060.1640pcs SC40pcs UNSC0.640pcs SC40pcs UNSC0.82X40pcs SC2.32X40pc

56、s UNSC1.92X40pcs SC2.93.742X40pcs UNSC32.94121212.812121212.81212.812.8121212.812.81212Rmb/Pcs (Rmb/Pck)In4+A, 2*40pcs pack importance is about 10% in volume and maintain yearly 35Copyright 2003 ACNielsena VNU companyCarefree Super NB vs Sofy Reg. SKU Distributi

57、on4+A Cities-ON03Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?GZ-H/S SH-H/S BJ-H/SCD-H/S/D A-H/SCarefree Super NB759393956540pcs SC74878275542X40pcs SC527972683840pcs UNSC73876659392X40pcs UNSC4785672933Sofy Regular869594897040pcs SC80639187572X40pcs SC567956513940p

58、cs UNSC41407628532X40pcs UNSC5379565143GZ-H/S SH-H/S BJ-H/SCD-H/S/D A-H/S6.825.416.6179.711.68.64.55.424.39.76.7Weighted DistributionSIH (Vol% per Dist.)36Copyright 2003 ACNielsena VNU c

59、ompanyCarefree Drapable SKU Sales & Share, 4+A2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On User0500010000150002000025000300003500010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-20032X30pcs SC1X30pcs SC2X30pcs UNSC1X30pcs UNSC012345610/11-200212/

60、01-200302/03-200304/05-200306/07-200308/09-200310/11-20032X30pcs SC1X30pcs SC2X30pcs UNSC1X30pcs UNSCVolume Sales(000pcs)Volume Share37Copyright 2003 ACNielsena VNU companyAntibacterial Importance by Brand GroupAnti.Bacterial Large Contributed By Regional Brand, Which Ad. Highest Importance 121212125 53 3262628288888888895959797100100 100100747472720%10%20