(简体)32个人润肤产品市场(AC尼尔森2003).ppt

Body Text-28 pt.Bold,Second Level-28 pt.Normal,Third Level-24 pt.Normal,Fourth Level-24 pt.Normal,Title-36pt.Bold,Copyright 2002 ACNielsen,*,Skin Moisturizing,Updated to Jan/Feb2003,Agenda,Skin Moist.Body Market Overview,How XX Milk Help Brand Sales&Share Gain,BB&Kids Cream,XX Cream Launch Evaluation,Explore Skin Moist.Sachet Opportunity,Skin Moisturizer Sales Trend,National,Market Growth Accelerated;Value Also Outgrew Volume,Total Skin Moisturizer,6%,9%,4 Months Growth,vs,YA,2%,3%,Volume,Value,MAT Growth,vs,YA,Product Segment Sales&Growth,Nat.,Growth of All Segments Accelerated;Facial Obtained Positive Value Growth While Body Deflated,Volume Sales(Ton),Value,Sales(Mil.Rmb,),6%,9%,3%,8%,11%,7%,20%,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 Variant,Milk Did Help XX to Gain Sales In Passing Winter Season,vs,YA,Volume Sales-Ton,(National),Body,Top 10 Brands Volume Share&Chg,Slower Growth Rate Cost Us Slightly Lost Share in Passing Winter Period,National,Body Base,XX,20.0,19.7,-0.3,20.7,19.2,19.7,20.3,1.1,NIVEA,4.3,5.1,0.8,3.9,4.8,5.4,4.8,0,VASELINE,6,4.6,-1.4,6.4,5.6,4.9,4.3,-1.3,SOFTSENSE,1.8,2,0.2,2.2,1.4,2.2,1.8,0.4,National,Body Base,4M to,JF02,4M to,JF03,Chg,ND 01,JF 02,ND 02,JF 03,Chg,Mininurse,White+UV contributed growth this season.,LONG LI QI,15.5,10.1,-5.4,13.4,17.7,9.9,10.3,-7.4,YU MEI JING,2.5,6.9,4.4,2.4,2.6,8.2,5.4,2.8,AN AN,5.6,3.5,-2.1,5.3,5.9,3.1,3.9,-2,SMISS,3.5,2.4,-1.1,3.2,3.8,2,2.8,-1,BAI QUE LING,1.8,2.2,0.4,1.5,2,2.5,1.9,-0.1,MININURSE,1,2.3,1.3,1.2,0.8,2.5,1.9,1.1,O.BRAND,37.7,40.9,3.2,39.5,35.9,39.9,42.2,6.3,Body,Top 10 Brands Value Share&Chg,Slower Growth Rate Cost Us Slightly Lost Share in Passing Winter Period,National,Body Base,4M to,JF02,4M to,JF03,Chg,ND 01,JF 02,ND 02,JF 03,Chg,XX,24.6,23.9,-0.7,24.6,24.6,22.7,25.5,0.9,NIVEA,7.8,9.1,1.3,6.8,8.9,9.4,8.8,-0.1,VASELINE,9.7,7,-2.7,9.6,9.8,7.2,6.7,-3.1,SOFTSENSE,1.9,2.3,0.4,2.2,1.5,2.4,2.2,0.7,LONG LI QI,8.5,5.4,-3.1,7.1,10,5.1,5.7,-4.3,SAKULA,2.9,4,1.1,3.3,2.5,4.5,3.4,0.9,AN AN,6.4,3.7,-2.7,5.7,7.1,3.3,4.3,-2.8,MININURSE,3.1,3.6,0.4,3.7,2.6,3.7,3.3,1,YU MEI JING,1.3,3.3,2,1.2,1.3,3.8,2.8,1.5,CATHY,1.1,1.6,0.5,1.5,0.6,2.2,1,0.4,O.BRAND,31.4,34.6,3.2,32.9,29.9,34.5,34.5,4.6,Sakula,promotion product help share gain.,Body,Sales Growth By Platform,Deflation in Body Mainly Traced to Basic Body Lotion;Overall Lotion Still Captured 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,-4,55.0,17,40.3,14,0.4,-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,National,But Our Growth Rate Still Behind,Nivea/Softsense,and Total Segment,4Months to JF03,vs,YA,Body Lotion Basic,Key Brand Volume Share,Our Share Lost Mainly Traced to Basic Lotion Where,YuMeiJing,and Small Brands Gained Share Noticeably,National,Body Lotion Basic Base,4M to,JF02,4M to,JF03,Chg,ND 01,JF 02,ND 02,JF 03,Chg,XX,39.5,35.4,-4.1,39.7,39.3,33.3,37.9,-1.4,VASELINE,11.3,7.7,-3.6,11.9,10.7,8.3,7,-3.7,NIVEA,5.9,6.2,0.3,5.5,6.3,6.6,5.8,-0.5,SOFTSENSE,4.6,4.4,-0.2,5.4,3.7,4.6,4.1,0.4,YU MEI JING,6.1,15.6,9.5,5.6,6.7,17.9,12.8,6.1,BAI QUE LING,4.3,4.7,0.4,3.5,5.2,5.2,4.2,-1,XILI,2.1,1.9,-0.2,1.9,2.4,1.5,2.3,-0.1,HAI ER MIAN,3.1,1.9,-1.2,3.7,2.4,1.9,2,-0.4,GONG DENG,3.4,1.9,-1.5,4.5,2.1,2.1,1.5,-0.6,XIAN ZI,2.6,1.5,-1.1,2.3,3,1,2.1,-0.9,O.BRAND,17.1,18.8,1.7,16,18.2,17.6,20.3,2.1,YU MEI JING priced about 60rmb/kg.,Body Lotion Basic,Key Brand Value Share,XX Regained Some Share in JF03,Compared with JF02,YU MEI JING,3.1,8,4.9,2.8,3.3,9.2,6.7,3.4,BAI QUE LING,1.5,1.7,0.2,1.2,1.8,1.9,1.5,-0.3,PEARS,0.9,1,0.1,0.7,1.1,0.9,1.1,0,FA,1.7,0.9,-0.8,2.2,1.1,1.1,0.7,-0.4,TOBABY,1.3,0.8,-0.5,1.4,1.2,0.7,0.9,-0.3,XILI,0.8,0.8,0,0.8,0.8,0.6,1,0.2,O.BRAND,11.8,14.5,2.7,11.3,12.5,14.1,14.6,2.1,XX,48.5,45.8,-2.7,48.7,48.3,43.3,48.8,0.5,VASELINE,16.9,11.8,-5.1,17.3,16.5,12.7,10.8,-5.7,NIVEA,8.6,9.5,0.9,8,9.4,10,9,-0.4,SOFTSENSE,4.9,5.2,0.3,5.6,4,5.5,4.9,0.9,National,Body Lotion Basic Base,4M to,JF02,4M to,JF03,Chg,ND 01,JF 02,ND 02,JF 03,Chg,Y.M.J.,Body Lotion Basic,SKU Share,220ml Largely Contributed to Its Share;Distribution Slightly Increased,Body Lotion Basic Base,108ml,6,7,8,9,7,8,8,7,11,11,12,11,9,220ml,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&Distribution By Market,Yu,Mei,Jing,Mainly Focus In,Hebei,/,Shangxi,/,Shangdong,4M to JF02,4M to JF03,JF 02,JF 03,National,YMJ,6.1,15.6,108ml,1.4,3.4,8,9,220ml,4.7,12.2,7,8,N2,YMJ,26.3,62.8,108ml,6,13.6,12,16,220ml,19.7,49.2,9,12,N A City,YMJ,33.2,62.2,108ml,6.9,12.3,23,30,220ml,25.5,49.9,26,30,Volume Share,Weighted Distribution,Body Basic Lotion,Sales Mix&Growth By City,Quick Development of Body Basic Lotion Traced to Key&A Cities,Volume Sales(Ton),Value Sales(000Rmb),24%,13%,34%,24%,52%,29%,-5%,-13%,Number in green is of the annual growth MAT JF03,vs,MAT JF02,Body Basic Lotion,Key Brands Share by City,We Lost Share to,Bai,Que,Ling&Small Brands in Key Cities and Yu,Mei,Jing,in A Cities,YU MEI JING,15.6,9.5,4.9,-0.7,39.1,25,4,3.2,BAI QUE LING,4.7,0.4,7.7,2.8,1.8,-3.1,3.6,0.2,HAI ER MIAN,1.9,-1.2,0.5,-2.8,2,0.2,5,1.3,XILI,1.9,-0.2,0.7,-0.1,0.3,0,6,0.8,GONG DENG,1.9,-1.5,0,0,0.3,-0.3,1.3,-2,XIAN ZI,1.5,-1.1,0.1,-0.1,0.3,-0.4,5.1,-0.6,O.BRAND,18.8,1.7,19.4,10.9,14.1,-8.6,24.7,1.7,4Months to,JF03,chg YA,JF02,chg YA,JF02,chg YA,JF02,chg YA,XX,35.4,-4.1,31.3,-3.4,33.9,-10.3,46.9,1.5,VASELINE,7.7,-3.6,14.5,-4.2,3.3,-2.6,2.1,-6.7,NIVEA,6.2,0.3,11.2,-0.5,4.3,-0.3,0.7,0.2,SOFTSENSE,4.4,-0.2,9.7,-1.9,0.6,0.4,0.6,0.4,A City,BCD City,4 City,National,Volume Base Body Lotion Basic Base,Body Basic Lotion,Key Brands Share by City,Our Share Gains in BCD Cities Helped Us to Narrow Overall Share Lost,Value Base Body Lotion Basic Base,YU MEI JING,8,5,2.1,-0.2,21.5,14.1,3.2,2.6,BAI QUE LING,1.7,0.2,2.5,0.9,0.7,-1,1.4,0.2,PEARS,1,0.1,0.1,-0.1,1.9,-0.3,1.2,0.4,FA,0.9,-0.7,1.3,0.3,0.3,-0.2,1.1,-2.8,TOBABY,0.8,-0.5,0.3,-0.4,1.1,-1.2,1.5,0.6,XILI,0.8,0,0.3,0,0.3,0.1,2.2,0.3,O.BRAND,14.5,2.4,12.5,6.7,11.7,-1.7,20.1,3.8,XX,45.8,-2.7,35.1,-1.7,48.1,-7.1,63.8,5.4,VASELINE,11.8,-5.1,20.1,-4.1,5.6,-4,3.6,-11.4,NIVEA,9.5,0.9,15.2,-0.5,7.9,0.6,1,0.3,SOFTSENSE,5.2,0.4,10.5,-0.9,0.9,0.7,0.9,0.6,4Months to,JF03,chg YA,JF02,chg YA,JF02,chg YA,JF02,chg YA,A City,BCD City,4 City,National,Summary,Total Skin Moisturizer experienced faster growth rate in this winter with positive price inflation-6%in volume and 9%in value,Accelerated growth rate had been captured in all segments,esp.In Facial and Hand,which both experienced higher value growth than volume growth,Body also captured positive volume growth(11%),but its value growth was much lagged behind(7%)in recent winter,Summary-Body,With Body,Lotion still obtained outstanding growth with growth rate of 26%in volume and 17%in value;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,Ling 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 segment,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 in the Basic Body Lotion segment in value terms;but development of low-end brands,like BQL and YMJ,in Key&A cities,suggesting emergence of new market needs,XX Milk Sales Development In 4&A Cities,Milk Sales Contribution To XX By City,Milk Helped XX to Increase Sales In A City;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 Lotion,Stagnant in Sales in SH&BJ and 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 Share,Milk 200ml Gained Share Rapidly While,Reg,/UC 200ml Declined,Value Share(Body 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,1.2,1.2,1.8,0.6,0.6,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.&SPPD,Milk-200ml Gained Distribution With Good In-store Performance;UC 200ml Maintained Overall Distribution but Declined in SPPD,ND01,JF02,ND02,JF03,JF02,JF03,MILK 200ml,60,70,13.6,REG LOTION,87,87,86,76,100ml,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&Price,Low Price Product Gained Share;,Nivea,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,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 Share,Nivea,Fresh&Intensive Milk Both Contributed to Its Share Gains,Body Lotion Basic Base,Softsense,Nivea,Vaseline,Key Brands SKU Comparison,SH-H/S,SS-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 300ml,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 125ml,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 YA,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,-9.9,26.3,23.3,15.2,14.6,-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.&SPPD,Milk-200ml Gained Distribution With Good In-store Performance;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,84,93,86,84,5.1,4.3,100ml,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&Price,XX Lose Most Share to Other Low Price Products,Rmb,/Kg,4Months to,JF 02,JF 03,Chg,JF 02,JF 03,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,1.1,1.6,0.4,1,1.4,0.4,135,123,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/,Pck,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,19,5.7,38.2,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/kg),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,-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&SPPD,Key SKU Distribution Maintain;Milk-200ml Better In-Store Performance 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,44,36,55,54,31.1,31.5,200ml,31,26,31,29,39.6,29.2,A-H/S,Body Key Brand Share&Price,Other 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/S,Distribution 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,INTENSIVE MILK 125ml,FRESH 200ml,FRESH 125ml,FIRMING LOTION 200ml,XX Milk Distribution In 4&A Cities,Milk Have Rooms to Improved Distribution In A City,Weighted Distribution,Summary,Launch of Milk did help us to gain sales