32 个人润肤产品市场(AC尼尔森2003).ppt

1、Skin Moisturizing,Updated to Jan/Feb2003,Agenda,Skin Moist. Body Market Overview How XX Milk Help Brand Sales Value Also Outgrew Volume,Total Skin Moisturizer,Product Segment Sales Facial Obtained Positive Value Growth While Body Deflated,Volume Sales(Ton),Value Sales(Mil.Rmb),6%,9%,3%,8%,11%,7%,20%

2、,26%,4 Months Growth vs YA,2%,0%,6%,14%,3%,2%,5%,17%,Number in green is of the annual growth MAT JF03 vs MAT JF02,XX Body Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Winter Season vs YA,Volume Sales-Ton, (National),Body Top 10 Brands Volume Share Overall Lotion Still Captu

3、red Positive Growth while Cream Declined,Volume Share (Body Base),TTL BODY,100,11,CREAM,35.2,-4,LOTION,51.3,26,Basic,43.5,25,Pure White,0.5,-56,Pure UV,4.2,54,UV+White,3.1,80,OIL,13.5,4,4M to JF03 Growth vs YA,Number in red is of XX product growth respectively.,(National),100,7,35.9,-4,55.0,17,40.3,

4、14,0.4,-59,8.8,21,5.5,66,8.8,3,Value Share (Body Base),4M to JF03 Growth vs YA,Body Basic Lotion Key Competitors Growth, NationalBut Our Growth Rate Still Behind Nivea/Softsense and Total Segment,4Months to JF03 vs YA,Body Lotion Basic, Key Brand Volume ShareOur Share Lost Mainly Traced to Basic Lot

5、ion Where YuMeiJing and Small Brands Gained Share Noticeably,Body Lotion Basic, Key Brand Value ShareXX Regained Some Share in JF03,Compared with JF02,Y.M.J. Body Lotion Basic SKU Share220ml Largely Contributed to Its Share; Distribution Slightly Increased,Body Lotion Basic Base,108ml,6,7,8,9,7,8,8,

6、7,11,11,12,11,9,220ml,7,8,8,10,7,8,7,8,9,10,10,9,8,Weighted Distribution,(Rmb10.6/p),(Rmb10.3/p),Y.M.J. Body Lotion Basic Share but cream declined which led to a slower growth rate in total body The price deflation in Body Lotion mainly traced to basic Body Lotion, where local brands, like Bai Que L

7、ing and Yu Mei Jing, developed fast Overall, XX did captured positive growth in recent winter period and Milk largely contributed to our growth,Summary - Body,But we still slightly lost share in Body market in recent winter due to slower growth than the market, especially in the Basic Body Lotion se

8、gment In Basic Body Lotion segment, we lost share to Bai Que Ling and small brands in Key cities and Yu Mei Jing in A cities; But our distribution expansion led to our share gains in BCD cities, which narrowing our overall share lost,Summary - Body,Overall speaking, XX is still the absolute leader i

9、n the Basic Body Lotion segment in value terms; but development of low-end brands, like BQL and YMJ, in Key but Not In SH/BJ,Volume(TON),Value(000rmb),4 Months to,4 Months to,UC Lotion,Reg.Lotion,Milk Lotion,GZ,SH,BJ,CD,A CITY,Milk Share Contribution To XX Basic LotionStagnant in Sales in SH & BJ an

10、d Lagged Behind Growth in A Cities Caused Us Losing Share,Volume Share,Value Share,UC Lotion,Reg.Lotion,Milk Lotion,Share Base, Body Lotion Basic,GZ,SH,BJ,CD,A CITY,4 Months to,4 Months to,SH-H/S, XX Lotion Variant SKU ShareMilk 200ml Gained Share Rapidly While Reg/UC 200ml Declined,Value Share(Body

11、 Lotion Basic Base),4M to JF02,4M to JF03,Chg YA,ND01,JF02,ND02,JF03,Chg YA,XX Basic Lotion,32.5,28,-4.5,30.8,34.7,24.7,31.9,-2.8,MILK 200ml,5.7,5.7,3,8.9,8.9,REG LOTION,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,

12、0.6,0.6,UC LOTION,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, XX Lotion SKU Dist. UC 200ml Maintained Overall Distribution but Declined in SPPD,ND01,JF02,ND02,JF03,JF02,JF03,MILK 200ml,60,70,13.6,REG LOTION,87,87,86,

13、76,100ml,74,72,84,75,3.4,200ml,87,85,61,54,5.6,300ml,27,22,3.1,UC LOTION,88,86,89,86,100ml,65,63,80,75,8.9,200ml,87,85,87,86,13.6,Weighted Distribution,S.P.P.D(000RMB),10.4,4.3,6.9,26.3,7.8,20.8,8.2,21.4,(11),(11),Number in brackets are of weighted O.O.S distribution.,SH-H/S, Body Key Brand Share Ni

14、vea Gained Share Slightly,Rmb/Kg,4Months to,JF 02,JF 03,Chg,JF 02,JF 03,Chg,JF 02,JF 03,4 Key Brand,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,

15、BAI QUE LING,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,Value Share,Volume Share,In O.brands, key brand are of露华浓 雅佳美 润肤露450ml priced RMB37/pck(82rmb/kg), and,Body Lotion Basic Base,(200ML),SH-H/S, Key Brands SKU Value ShareNivea Fresh & Intensive Milk Both Contributed to

16、Its Share Gains,Body Lotion Basic Base,Softsense,Nivea,Vaseline,Key Brands SKU Comparison, SH-H/SSS-110ml/Nivea Fresh-200ml Dist. & SPPD Gained,JF 02,JF 03,JF 02,JF 03,JF 02,JF 03,MILK 200ml,70,13.6,26.3,XX REGULAR 100ml,72,75,4.3,3.4,14.6,14.2,XX REGULAR 200ml,85,54,6.9,5.6,21.5,22.1,XX REGULAR 300

17、ml,22,3.1,31.4,XX UC 100ml,63,75,7.8,8.9,16.3,16.5,XX UC 200ml,85,86,20.8,13.6,24.1,23.4,SOFTSENSE 110ml,52,73,5.9,13.3,15.7,16.1,SOFTSENSE 200ml,83,75,12.6,12.2,23.9,23.3,FIRMING 200ml,64,62,7.9,7.2,47.9,33.6,FRESH 125ml,34,44,3.4,2.7,22.9,22.1,FRESH 200ml,52,62,2.4,7.2,30.2,27.3,INTENSIVE MILK 125

18、ml,55,42,2.9,2.1,18.5,22,INTENSIVE MILK 200ml,52,61,11.2,10.4,23.8,27.4,Vaseline 100ml,63,64,19.7,12.9,18.8,19.1,Vaseline 200ml,51,62,28.1,26.4,29.1,29.6,Weighted,Distribution,S.P.P.D,(000RMB),RMB/Pck,BJ-H/S, XX Lotion Variant SKU Share,Value Share(Body Lotion Basic Base),4M to JF02,4M to JF03,Chg Y

19、A,ND01,JF02,ND02,JF03,Chg YA,XX,37.1,30.1,-7,39.6,34.6,29.1,31.4,-3.2,MILK 200ml,5.1,5.1,2.6,8.1,8.1,REG LOTION,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,UC LOTION,24.8,14.9,-9.9,26.3,2

20、3.3,15.2,14.6,-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, XX Lotion SKU Dist. UC 200ml Maintained Overall Distribution but Declined in SPPD,ND01,JF02,ND02,JF03,JF02,JF03,Weighted Distribution,S.P.P.D(000RMB),MILK 200ml,36,55,6.2,REG LOTION,84,93,

21、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,UC LOTION,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, Body Key Brand Share & PriceXX Lose Most Share to Other Low Price Products,Rmb/Kg,4Months to,JF 02,JF 03,Chg,JF 02,JF 0

22、3,Chg,JF 02,JF 03,Value Share,Volume Share,Body Lotion Basic Base,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,YU MEI JING,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

23、.4,135,123,O.BRAND,12.6,20.2,7.6,21.6,29.8,8.2,118,106,In O.brands, key brand are of露华浓 雅佳美 drove sale in BJ,BJ-H/S, Key Brands SKU Value Share,Body Lotion Basic Base,FA,Nivea,Vaseline,Key Brands SKU Comparison, BJ-H/S,JF 02,JF 03,JF 02,JF 03,JF 02,JF 03,Weighted,Distribution,S.P.P.D,(000RMB),RMB/Pc

24、k,MILK 200ml,55,6.2,29.1,REGULAR 100ml,76,78,2.5,2.1,15.3,15.5,REGULAR 200ml,66,66,3.9,2.7,23.1,22.4,REGULAR 300ml,13,13,0.9,1.9,34.7,31.9,ULTRA CARE 100ml,80,75,4,3.8,17.9,17.1,ULTRA CARE 200ml,67,67,9.7,4.9,26.8,26.1,FA 100ml,47,26,1.8,1.5,15.1,10.9,FA 250ml,33,1,1.4,18,27.2,26.8,FA 400ml-PUMP,19,

25、5.7,38.2,FIRMING LOTION 200ml,33,44,14.9,6.5,53.1,50.6,FRESH 125ml,4,12,1.4,1.7,24.4,24.4,FRESH 200ml,32,37,2.2,3,32.1,28.8,INTENSIVE MILK 125ml,21,30,2.8,1.7,20.2,25,INTENSIVE MILK 200ml,33,45,6,6.7,26,29.2,VASELINE 100ml,54,44,7.1,6.1,21.4,21.2,VASELINE 200ml,37,32,8.6,6.7,32.3,29.8,Nivea,(95Rmb/k

26、g),A-H/S, XX Lotion Variant SKU Share,Value Share(Body Lotion Basic Base),4M to JF02,4M to JF03,Chg YA,ND01,JF02,ND02,JF03,Chg YA,XX,60.1,49.8,-10.3,61.6,58.1,48.6,51.9,-6.2,MILK 200ml,5,5,3.1,8,8,REG LOTION,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,-

27、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,ULTRA CARE,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, XX Lotion SKU Distribution Milk-200ml Better In-Store Perf

28、ormance Than XX Other SKUs,ND01,JF02,ND02,JF03,JF02,JF03,Weighted Distribution,S.P.P.D(000RMB),MILK 200ml,19,22,35.9,REG LOTION,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,ULTRA CARE,45,37,57,59,58.1,43.2,100ml,44,36,55,54,31.1,31.5,200

29、ml,31,26,31,29,39.6,29.2,A-H/S, Body Key Brand Share & PriceOther Than N A, Nivea Gained Share While XX Decline,Body Lotion Basic Base,Value Share,4 Months to,A CITY,S A,E A,N A,W A,In W A, firming lotion contributed most of share gain.,Nivea Body Lotion SKU Share & Distribution & Price In A-H/SDist

30、ribution Push More On 200ml and Gained Share,Body Lotion Basic Base,Value Share,Weighted Distribution,Rmb/Pck,JF 02,JF 03,JF 02,JF 03,INTENSIVE MILK 200ml,9,10,26,31,INTENSIVE MILK 125ml,3,2,21,25,FRESH 200ml,5,12,34,30,FRESH 125ml,5,4,27,24,FIRMING LOTION 200ml,5,11,50,48,INTENSIVE MILK 200ml,INTEN

31、SIVE MILK 125ml,FRESH 200ml,FRESH 125ml,FIRMING LOTION 200ml,XX Milk Distribution In 4&A CitiesMilk Have Rooms to Improved Distribution In A City,Weighted Distribution,Summary,Launch of Milk did help us to gain sales in A cities but not much in SH and BJ Milk 200ml expanded distribution fast and obt

32、ained strong in-store off-take At the same time, in-store off-take of 200ml of our regular and UC declined, without distribution lost yet Overall, in A cities, we still have rooms to improve distribution of Milk,XX Cream Development Tracking,BB&Kids Cream Sales & Growth, Nat.4&A Cities Still Capture

33、d Positive Value Sales Growth,Volume Sales(Ton),Value Sales(Mil.Rmb),-5%,+3%,Size Growth vs YA,-11,-10,-5,0,7,27,-1,21,BB&Kids Cream Key Brand Share, Nat.XX Cream Successfully Gained Share Nationally,4M to,JF02,4M to,JF03,Chg YA,ND 01,JF 02,ND 02,JF 03,Chg YA,YU MEI JING,22,20.7,-1.3,20.5,23.6,20.8,

34、20.6,-3,HAI ER MIAN,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,CHUN JUAN,11,8,-3,10.7,11.4,8,8.1,-3.3,AN AN,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,LONG LI QI,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,XIAO DING DANG

35、,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,Value Share(BB&Kids Cream Base),BB&Kids Cream Key Brand Share by CityXX Gained Share Significantly In 4&A and Catching Up with H.E.M In BCD As Well,4 City,A City,BCD City,Town,4Months to,JF 03,Chg YA,JF 03,Chg YA,JF 03,Chg YA,JF

36、 03,Chg YA,YU MEI JING,10.5,-3.9,28.6,-10.4,19.9,3.9,19.1,-2.2,HAI ER MIAN,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,CHUN JUAN,10.9,-7.1,0.7,-0.5,4.9,-3.1,16.6,-1.4,AN AN,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,LONG LI QI,1.5,1,3.5,

37、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,XIAO DING DANG,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,Value Share(BB&Kids Cream Base),XX SKU Value Share Trend, NationalIC Largely Helped Share Gains,Value Share(BB&Kids Cream Base),XX Weighted Distributi

38、on by SKU, Nat.,Weighted Distribution,BB&Kids Cream Key SKU Ranking, JF03Took The Advantage Of IC25g to Further Wide XX Penetration Both In Depth and Width,Value,Share,VAL,S.P.P.D,WTD,Weighted,Distribution,Numeric,Distribution,Rmb/Pck,HAI ER MIAN 40g,10.6,81,52,13,6.4,XX UC 60g,7.9,77,41,7,21.4,XX I

39、C 25g,6.8,85,32,7,10.5,XX IC 60g,6.1,73,33,4,21.8,XX UC 25g,6,63,38,10,10.6,YU MEI JING 40g,3.8,59,26,8,5.5,HAI ER MIAN 25g,3.7,58,25,14,2.9,National City-H/S,(BB&Kids Cream Base),XX Cream total distribution scored 53% in weighted and 14% in numeric which is even with H.E.M 40g in city H/S channel.,

40、BB&Kids Cream Key Brand Share by ChannelXX Weak In Traditional Store,Value Base,4Months to,JF 02,JF 03,JF 02,JF 03,JF 02,JF 03,YU MEI JING,22,20.7,20.1,16.9,23.9,26.1,HAI ER MIAN,15.7,13.9,19.1,16.1,12.1,10.8,XX,6.8,12.7,11.7,20.1,1.5,2,CHUN JUAN,11,8,3.9,2,18.7,16.6,AN AN,6.3,4,3.8,2.1,9,6.8,Tradit

41、ional Store,H/S/Dept,National,Value Share(BB&Kids Cream Base),Y.M.J & Chunjuan & H.E.M Share by Package In Channel,Chunjuan,Y M J,H.E.M,Value Share(BB&Kids Cream Base),79%,57%,25%,Bag contribution in traditional store by brand,Summary,XX Cream sales increasing fast, IC 25g launch accelerated growth

42、in this peak season. XX gained share significantly in 4&A and catching up with H.E.M in BCD as well IC 25g consumer off-take well performed overall XX cream distribution is competitive in modern trade will weak in traditional store Y.M.J/Chunjuan/H.E.M high share in traditional trade, bag products c

43、ontributed their share in this trade,Explore Sachet Sales Opportunity,Bag Sales Importance to Skin MoisturizingBag Better Accepted In West/Town & In Traditional Trade,(National-MAT JF03),(-10%),(-11%),Number in brackets is bags annual growth rate.,Value,Share,Volume,Share,Rmb/Kg,National,4.8,17.5,49

44、,Modern Trade,2.8,11.3,54,Traditional Trade,8.6,24.9,47,South,3.6,13.6,54,East,3.8,15.8,47,North,4.2,14.5,48,West,9.1,29.7,51,4 Cities,1.8,7.5,56,A Cities,4.3,16.7,55,BCD Cities,3.5,13.2,50,Town,12.3,29.3,45,Bag Sales Mix By Market, National,(National-MAT JF03),Skin Moisturizer Bag Packsize Importan

45、ce,(National-MAT JF03) , Bag Moisture Base,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,Bag Key 10 Brands Share, NationalBag Dominated by Local Brands with Very-low Price,Value Share,Volume Share,Rmb/Kg,YU MEI JING,22.9,19.7,57.4,LONG LI QI,14.5,10.5,68.3,MAXAM,10.6,7.8,67.7,HAI ER MIAN,6.3,6.5,47.8,AN AN,5.8,5.7,50.2,CHUN JUAN,5.4,5.3,50.3,KE MENG,5.4,6.4,41.9,44776,3,3.3,46.1,AO QI,3,2,75.7,BAOBEI,1.9,2.2,42.5,O.BRAND,21.2,30.6,(National-MAT JF03) , Bag Moisture Base,Bag Key Brands Value Share by MarketMany Local Brands Are Region