宝洁步步高生意回顾-

PreparedFor:

P&G宝洁Period:Jan-Jun2021~2021BusinessReview生意回忆

Friday,9thJuly2021BusinessReview生意回忆KeyIssues主要问题BuBuGaoExpectation步步高期望KeyFactorsImpactingPerformance 业绩表现主要影响要素ValueCreation价值创造

FirstSemesterScorecard&MarketGrowthOverview第一季度计分卡&市场增长回忆BusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewScoreCardSupplier:P&G（宝洁）Salestarget约定销售TBAMarketshare

TBAG.P%毛利率TBAotherincome%其他收入率TBAInventory(day)周转天数GMROII库存投资回报率Servicelevel到货率90%Termofpayment付款方式货到付款Category家用清洁HouseCleaning,个人清洁用品personalcleaning,皮肤护理用品skincareproduct,口腔护理及卫生保健dentalcareProducts,纸制品PapergoodsPartnerP&G（宝洁）StatusTBAKeyaccountCategorymanager刘育红LiuYuHongSalesByProvincesBBG–P&G(宝洁)Period2021-2021步步高-宝洁销售增长比照〔按省市〕OverallBBGperformanceisbetterthanP&Ginallcities在所有城市步步高整体增长高于宝洁增长MarketGrowthOverview(HunanMarketvBBG)Jan-Apr2021v2021

步步高增长优于湖南市场增长

HunanMarketGrowth%湖南市场的增长BBGGrowth%步步高的增长HunanMarketGrowth%source:NielsenJan-Apr2021湖南市场增长数据来源：尼尔森2021年1-4月份数据报告OverallBBGperformedbetterthanHunanMarket.However,opportunityinSkincare,SanitaryNapkin,Diapers.MarketGrowthOverviewP&GinHunanandinBBGJan-Apr2021v2021

P&GinHunanGrowth%宝洁在湖南的增长P&GinBBGGrowth%宝洁在步步高的增长P&GinHunanMarketGrowth%source:NielsenJan-Apr2021宝洁在湖南市场的增长数据来源：尼尔森2021年1-4月份数据报告OverallP&G’sinBuBuGaowasbetterthaninHunan.However,opportunity:in宝洁在步步高整体增长高于湖南市场增长，但仍有提升空间Skincare,护肤品SanitaryNapkin湿巾Diapers纸尿片BusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewPriceComparison&GP%Projection

价格比照&毛利测算PriceComparisonBuBuGaoPriceIndex100%价格指数步步高的价格指数为100%GrossProfit%projection毛利率测算ItisnetafterpromotionimpactandbasedonBBGpurchasecostexcludebackmarginofwhichis0%促销影响，步步高进价因素后得到净毛利利率，不含后台费用〔费用为0〕。PromotionEffectiveness

促销的有效性宝洁促销的有效性比平均水平要低(64%v150%销售增长)宝洁的促销占比为14.02%但是平均水平为20%费用投入缺乏导致促销销售的低增长宝洁产品的毛利比步步高对应的整个品类的平均水平要低ServicelevelAnalysis1到货率分析宝洁经销商送货到步步高物流的到货率比宝洁经销商送货到步步高门店的到货率要高宝洁经销商直接送货到店的城市：郴州，株洲，永州和吉安ServicelevelfromP&G’sdistributorstoBBGServicelevelAnalysis2到货率分析2ServicelevelfromDCtoStoresServicelevelofcrossdockitemsislowerthanDCrangecausedbyalowerservicelevelfromP&G’sdistributortoDC.DCVolumeProjection

Openingorder3weeksequivalentDailyreviewofS.O.HtoavoidOOSTriggerpointof10daysre-order3orderperweek,minimumordertomakeuptruckloadVMI(P&Gtomanageinventory)AlignmentofdatabaseAnyOOSrepeatorderof3weeksequivalenttoensurepipelineBusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewUnitValueCategoryvP&G香皂洗发水UnitvalueofP&G’sproductsinShampoo&Soaparebelowcategoriesaverage、宝洁洗发水&香皂单品奉献表现低于品类平均水平P&GImportancetoNonFoodDepartment

宝洁在非食部门的重要性500030%15%14.2%400070%85%26.7%9000100%100%24.8%SKUSKU宝洁其他供给商共计Food食品NonFood非食Total共计Sales销售TotalGP%毛利率%Spaceallocation&InventoryAnalysis

空间分配&周转分析Keyissueshighinventory&lowGMROIIThetotalinventorydayscanbeashighas162becauseintheplanogramsthedepthofshelvesaresetat50%ofcapacity.

宝洁库存高，GMROII低

库存天数最高可达162天，货架利用率低

数据来源:SpacemansoftwareSpaceallocation&InventoryAnalysis

空间分配&周转分析Attributetojustifyspaceallocation:1.CTS%?2.QtyCTS%?3.CTM%?4.InventoryDay?5.GMROII?6.SKU%??QuadrantAnalysisSummary产品矩阵分析%CTSofP&GitemsWinners34.47%Traf.Builders55.65%Sleepers6.11%Losers3.81%54%oftheSKUsareunderWinners&TrafficBuilders宝洁54%的SKU是“赢家〞和“客流奉献者〞TrafficBuildersSleepersLosersWinnersAvgMov/store/wkAvgUnitGP%BusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewKeyIssues关键问题UncompetitivepricesagainstWalmart,C4,andRTMart和沃尔玛，家乐福，大润发相比，步步高的宝洁产品价格没有优势IfBBGfollowsthoseprices,itwillcauselowGP%ofwhichfromfinancialperspectiveitisdoubtfulthosecompetitorstomakesuchalowmargin如果步步高跟进以上竞争对手的价格，将会造成极低的毛利率。从财务角度来衡量的话，这些竞争对手如此低的毛利率令人疑心。Insufficientinvestment/promotionalsupport(1.95%)费用投入和促销支持不够〔1.95%〕Servicelevelofdirectsupplytostoresislow宝洁经销商直送到门店的到货率很低 Lowmargin,highinventoryBusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewBuBuGaoExpectation步步高的期望StrategicpartnershipwithP&G&JoinBusinessPlan与宝洁展开战略合作&联合生意方案Re-classificationofBBGfromlocaltonationalstatus将步步高从LKA化为NKACollaborationonconsumerinsights在消费者洞察方面展开合作P&GtoprovidededicatedKeyAccountManager&Spacemanagement.宝洁提供步步高专属KA经理和货架管理人员P&GtoinvestinupgradingHBCforRe-merchandisestores宝洁投资长沙红星店护肤美容中心改造BuBuGaoExpectation步步高的期望Direct