個(gè)人潤(rùn)膚產(chǎn)品市場(chǎng).ppt

SkinMoisturizing UpdatedtoJan Feb2003 Agenda SkinMoist BodyMarketOverviewHowXXMilkHelpBrandSales ShareGainBB KidsCream XXCreamLaunchEvaluationExploreSkinMoist SachetOpportunity SkinMoisturizerSalesTrend NationalMarketGrowthAccelerated ValueAlsoOutgrewVolume TotalSkinMoisturizer ProductSegmentSalesFacialObtainedPositiveValueGrowthWhileBodyDeflated VolumeSales Ton ValueSales Mil Rmb 6 9 3 8 11 7 20 26 4MonthsGrowthvsYA 2 0 6 14 3 2 5 17 NumberingreenisoftheannualgrowthMATJF03vsMATJF02 XXBodyVolumeSalesTrendbyVariantMilkDidHelpXXtoGainSalesInPassingWinterSeasonvsYA VolumeSales Ton National BodyTop10BrandsVolumeShare ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriod MininurseWhite UVcontributedgrowththisseason BodyTop10BrandsValueShare ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriod Sakulapromotionproducthelpsharegain BodySalesGrowthByPlatformDeflationinBodyMainlyTracedtoBasicBodyLotion OverallLotionStillCapturedPositiveGrowthwhileCreamDeclined VolumeShare BodyBase TTLBODY 100 11 CREAM 35 2 4 LOTION 51 3 26 Basic 43 5 25 PureWhite 0 5 56 PureUV 4 2 54 UV White 3 1 80 OIL 13 5 4 4MtoJF03GrowthvsYA NumberinredisofXXproductgrowthrespectively National 100 7 35 9 4 55 0 17 40 3 14 0 4 59 8 8 21 5 5 66 8 8 3 ValueShare BodyBase 4MtoJF03GrowthvsYA BodyBasicLotionKeyCompetitorsGrowth NationalButOurGrowthRateStillBehindNivea SoftsenseandTotalSegment 4MonthstoJF03vsYA BodyLotionBasic KeyBrandVolumeShareOurShareLostMainlyTracedtoBasicLotionWhereYuMeiJingandSmallBrandsGainedShareNoticeably BodyLotionBasic KeyBrandValueShareXXRegainedSomeShareinJF03 ComparedwithJF02 Y M J BodyLotionBasicSKUShare220mlLargelyContributedtoItsShare DistributionSlightlyIncreased BodyLotionBasicBase 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 WeightedDistribution Rmb10 6 p Rmb10 3 p Y M J BodyLotionBasicShare DistributionByMarketYuMeiJingMainlyFocusInHebei Shangxi Shangdong 4MtoJF02 4MtoJF03 JF02 JF03 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 NACity YMJ 33 2 62 2 108ml 6 9 12 3 23 30 220ml 25 5 49 9 26 30 VolumeShare WeightedDistribution BodyBasicLotion SalesMix GrowthByCityQuickDevelopmentofBodyBasicLotionTracedtoKey ACities VolumeSales Ton ValueSales 000Rmb 24 13 34 24 52 29 5 13 NumberingreenisoftheannualgrowthMATJF03vsMATJF02 BodyBasicLotion KeyBrandsSharebyCityWeLostSharetoBaiQueLing SmallBrandsinKeyCitiesandYuMeiJinginACities 4Monthsto JF03 chgYA JF02 chgYA JF02 chgYA JF02 chgYA 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 ACity BCDCity 4City National VolumeBaseBodyLotionBasicBase BodyBasicLotion KeyBrandsSharebyCityOurShareGainsinBCDCitiesHelpedUstoNarrowOverallShareLost ValueBaseBodyLotionBasicBase Summary TotalSkinMoisturizerexperiencedfastergrowthrateinthiswinterwithpositivepriceinflation 6 involumeand9 invalueAcceleratedgrowthratehadbeencapturedinallsegments esp InFacialandHand whichbothexperiencedhighervaluegrowththanvolumegrowthBodyalsocapturedpositivevolumegrowth 11 butitsvaluegrowthwasmuchlaggedbehind 7 inrecentwinter Summary Body WithBody Lotionstillobtainedoutstandinggrowthwithgrowthrateof26 involumeand17 invalue butcreamdeclinedwhichledtoaslowergrowthrateintotalbodyThepricedeflationinBodyLotionmainlytracedtobasicBodyLotion wherelocalbrands likeBaiQueLingandYuMeiJing developedfastOverall XXdidcapturedpositivegrowthinrecentwinterperiodandMilklargelycontributedtoourgrowth Summary Body ButwestillslightlylostshareinBodymarketinrecentwinterduetoslowergrowththanthemarket especiallyintheBasicBodyLotionsegmentInBasicBodyLotionsegment welostsharetoBaiQueLingandsmallbrandsinKeycitiesandYuMeiJinginAcities ButourdistributionexpansionledtooursharegainsinBCDcities whichnarrowingouroverallsharelost Summary Body Overallspeaking XXisstilltheabsoluteleaderintheBasicBodyLotionsegmentinvalueterms butdevelopmentoflow endbrands likeBQLandYMJ inKey Acities suggestingemergenceofnewmarketneeds XXMilkSalesDevelopmentIn4 ACities MilkSalesContributionToXXByCityMilkHelpedXXtoIncreaseSalesInACity butNotInSH BJ Volume TON Value 000rmb 4Monthsto 4Monthsto UCLotion Reg Lotion MilkLotion GZ SH BJ CD ACITY MilkShareContributionToXXBasicLotionStagnantinSalesinSH BJandLaggedBehindGrowthinACitiesCausedUsLosingShare VolumeShare ValueShare UCLotion Reg Lotion MilkLotion ShareBase BodyLotionBasic GZ SH BJ CD ACITY 4Monthsto 4Monthsto SH H S XXLotionVariantSKUShareMilk200mlGainedShareRapidlyWhileReg UC200mlDeclined ValueShare BodyLotionBasicBase 4MtoJF02 4MtoJF03 ChgYA ND01 JF02 ND02 JF03 ChgYA XXBasicLotion 32 5 28 4 5 30 8 34 7 24 7 31 9 2 8 MILK200ml 5 7 5 7 3 8 9 8 9 REGLOTION 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 UCLOTION 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 XXLotionSKUDist UC200mlMaintainedOverallDistributionbutDeclinedinSPPD ND01 JF02 ND02 JF03 JF02 JF03 MILK200ml 60 70 13 6 REGLOTION 87 87 86 76 100ml 74 72 84 75 3 4 200ml 87 85 61 54 5 6 300ml 27 22 3 1 UCLOTION 88 86 89 86 100ml 65 63 80 75 8 9 200ml 87 85 87 86 13 6 WeightedDistribution S P P D 000RMB 10 4 4 3 6 9 26 3 7 8 20 8 8 2 21 4 11 11 NumberinbracketsareofweightedO O Sdistribution SH H S BodyKeyBrandShareNiveaGainedShareSlightly Rmb Kg 4Monthsto JF02 JF03 Chg JF02 JF03 Chg JF02 JF03 4KeyBrand 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 BAIQUELING 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 ValueShare VolumeShare InO brands keybrandareof露華濃雅佳美潤(rùn)膚露450mlpricedRMB37 pck 82rmb kg and BodyLotionBasicBase 200ML SH H S KeyBrandsSKUValueShareNiveaFresh IntensiveMilkBothContributedtoItsShareGains BodyLotionBasicBase Softsense Nivea Vaseline KeyBrandsSKUComparison SH H SSS 110ml NiveaFresh 200mlDist SPPDGained JF02 JF03 JF02 JF03 JF02 JF03 MILK200ml 70 13 6 26 3 XXREGULAR100ml 72 75 4 3 3 4 14 6 14 2 XXREGULAR200ml 85 54 6 9 5 6 21 5 22 1 XXREGULAR300ml 22 3 1 31 4 XXUC100ml 63 75 7 8 8 9 16 3 16 5 XXUC200ml 85 86 20 8 13 6 24 1 23 4 SOFTSENSE110ml 52 73 5 9 13 3 15 7 16 1 SOFTSENSE200ml 83 75 12 6 12 2 23 9 23 3 FIRMING200ml 64 62 7 9 7 2 47 9 33 6 FRESH125ml 34 44 3 4 2 7 22 9 22 1 FRESH200ml 52 62 2 4 7 2 30 2 27 3 INTENSIVEMILK125ml 55 42 2 9 2 1 18 5 22 INTENSIVEMILK200ml 52 61 11 2 10 4 23 8 27 4 Vaseline100ml 63 64 19 7 12 9 18 8 19 1 Vaseline200ml 51 62 28 1 26 4 29 1 29 6 Weighted Distribution S P P D 000RMB RMB Pck BJ H S XXLotionVariantSKUShare ValueShare BodyLotionBasicBase 4MtoJF02 4MtoJF03 ChgYA ND01 JF02 ND02 JF03 ChgYA XX 37 1 30 1 7 39 6 34 6 29 1 31 4 3 2 MILK200ml 5 1 5 1 2 6 8 1 8 1 REGLOTION 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 UCLOTION 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 XXLotionSKUDist UC200mlMaintainedOverallDistributionbutDeclinedinSPPD ND01 JF02 ND02 JF03 JF02 JF03 WeightedDistribution S P P D 000RMB MILK200ml 36 55 6 2 REGLOTION 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 UCLOTION 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 BodyKeyBrandShare PriceXXLoseMostSharetoOtherLowPriceProducts Rmb Kg 4Monthsto JF02 JF03 Chg JF02 JF03 Chg JF02 JF03 ValueShare VolumeShare BodyLotionBasicBase 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 YUMEIJING 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 InO brands keybrandareof露華濃雅佳美drovesaleinBJ BJ H S KeyBrandsSKUValueShare BodyLotionBasicBase FA Nivea Vaseline KeyBrandsSKUComparison BJ H S JF02 JF03 JF02 JF03 JF02 JF03 Weighted Distribution S P P D 000RMB RMB Pck MILK200ml 55 6 2 29 1 REGULAR100ml 76 78 2 5 2 1 15 3 15 5 REGULAR200ml 66 66 3 9 2 7 23 1 22 4 REGULAR300ml 13 13 0 9 1 9 34 7 31 9 ULTRACARE100ml 80 75 4 3 8 17 9 17 1 ULTRACARE200ml 67 67 9 7 4 9 26 8 26 1 FA100ml 47 26 1 8 1 5 15 1 10 9 FA250ml 33 1 1 4 18 27 2 26 8 FA400ml PUMP 19 5 7 38 2 FIRMINGLOTION200ml 33 44 14 9 6 5 53 1 50 6 FRESH125ml 4 12 1 4 1 7 24 4 24 4 FRESH200ml 32 37 2 2 3 32 1 28 8 INTENSIVEMILK125ml 21 30 2 8 1 7 20 2 25 INTENSIVEMILK200ml 33 45 6 6 7 26 29 2 VASELINE100ml 54 44 7 1 6 1 21 4 21 2 VASELINE200ml 37 32 8 6 6 7 32 3 29 8 Nivea 95Rmb kg A H S XXLotionVariantSKUShare ValueShare BodyLotionBasicBase 4MtoJF02 4MtoJF03 ChgYA ND01 JF02 ND02 JF03 ChgYA XX 60 1 49 8 10 3 61 6 58 1 48 6 51 9 6 2 MILK200ml 5 5 3 1 8 8 REGLOTION 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 ULTRACARE 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 XXLotionSKUDistributionMilk 200mlBetterIn StorePerformanceThanXXOtherSKUs ND01 JF02 ND02 JF03 JF02 JF03 WeightedDistribution S P P D 000RMB MILK200ml 19 22 35 9 REGLOTION 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 ULTRACARE 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 BodyKeyBrandShare PriceOtherThanNA NiveaGainedShareWhileXXDecline BodyLotionBasicBase ValueShare 4Monthsto ACITY SA EA NA WA InWA firminglotioncontributedmostofsharegain NiveaBodyLotionSKUShare Distribution PriceInA H SDistributionPushMoreOn200mlandGainedShare BodyLotionBasicBase ValueShare WeightedDistribution Rmb Pck JF02 JF03 JF02 JF03 INTENSIVEMILK200ml 9 10 26 31 INTENSIVEMILK125ml 3 2 21 25 FRESH200ml 5 12 34 30 FRESH125ml 5 4 27 24 FIRMINGLOTION200ml 5 11 50 48 INTENSIVEMILK200ml INTENSIVEMILK125ml FRESH200ml FRESH125ml FIRMINGLOTION200ml XXMilkDistributionIn4 ACitiesMilkHaveRoomstoImprovedDistributionInACity WeightedDistribution Summary LaunchofMilkdidhelpustogainsalesinAcitiesbutnotmuchinSHandBJMilk200mlexpandeddistributionfastandobtainedstrongin storeoff takeAtthesametime in storeoff takeof200mlofourregularandUCdeclined withoutdistributionlostyetOverall inAcities westillhaveroomstoimprovedistributionofMilk XXCreamDevelopmentTracking BB KidsCreamSales Growth Nat 4 ACitiesStillCapturedPositiveValueSalesGrowth VolumeSales Ton ValueSales Mil Rmb 5 3 SizeGrowthvsYA 11 10 5 0 7 27 1 21 BB KidsCreamKeyBrandShare Nat XXCreamSuccessfullyGainedShareNationally 4Mto JF02 4Mto JF03 ChgYA ND01 JF02 ND02 JF03 ChgYA YUMEIJING 22 20 7 1 3 20 5 23 6 20 8 20 6 3 HAIERMIAN 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 CHUNJUAN 11 8 3 10 7 11 4 8 8 1 3 3 ANAN 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 LONGLIQI 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 XIAODINGDANG 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 ValueShare BB KidsCreamBase BB KidsCreamKeyBrandSharebyCityXXGainedShareSignificantlyIn4 AandCatchingUpwithH E MInBCDAsWell 4City ACity BCDCity Town 4Monthsto JF03 ChgYA JF03 ChgYA JF03 ChgYA JF03 ChgYA YUMEIJING 10 5 3 9 28 6 10 4 19 9 3 9 19 1 2 2 HAIERMIAN 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 CHUNJUAN 10 9 7 1 0 7 0 5 4 9 3 1 16 6 1 4 ANAN 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 LONGLIQI 1 5 1 3 5 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 XIAODINGDANG 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 ValueShare BB KidsCreamBase XXSKUValueShareTrend NationalICLargelyHelpedShareGains ValueShare BB KidsCreamBase XXWeightedDistributionbySKU Nat WeightedDistribution BB KidsCreamKeySKURanking JF03TookTheAdvantageOfIC25gtoFurtherWideXXPenetrationBothInDepthandWidth Value Share VAL S P P D WTD Weighted Distribution Numeric Distribution Rmb Pck HAIERMIAN40g 10 6 81 52 13 6 4 XXUC60g 7 9 77 41 7 21 4 XXIC25g 6 8 85 32 7 10 5 XXIC60g 6 1 73 33 4 21 8 XXUC25g 6 63 38 10 10 6 YUMEIJING40g 3 8 59 26 8 5 5 HAIERMIAN25g 3 7 58 25 14 2 9 NationalCity H S BB KidsCreamBase XXCreamtotaldistributionscored53 inweightedand14 innumericwhichisevenwithH E M40gincityH Schannel BB KidsCreamKeyBrandSharebyChannelXXWeakInTraditionalStore ValueBase 4Monthsto JF02 JF03 JF02 JF03 JF02 JF03 YUMEIJING 22 20 7 20 1 16 9 23 9 26 1 HAIERMIAN 15 7 13 9 19 1 16 1 12 1 10 8 XX 6 8 12 7 11 7 20 1 1 5 2 CHUNJUAN 11 8 3 9 2 18 7 16 6 ANAN 6 3 4 3 8 2 1 9 6 8 TraditionalStore H S Dept National ValueShare BB KidsCreamBase Y M J Chunjuan H E MSharebyPackageInChannel Chunjuan YMJ H E M ValueShare BB KidsCreamBase 79 57 25 Bagcontributionintraditionalstorebybrand Summary XXCreamsalesincreasingfast IC25glaunchacceleratedgrowthinthispeakseason XXgainedsharesignificantlyin4 AandcatchingupwithH E MinBCDaswellIC25gconsumeroff takewellperformedoverallXXcreamdistributioniscompetitiveinmoderntradewillweakintraditionalstoreY M J Chunjuan H E Mhighshareintraditionaltrade bagproductscontributedtheirshareinthistrade ExploreSachetSalesOpportunity BagSalesImportancetoSkinMoisturizingBagBetterAcceptedInWest Town InTraditionalTrade National MATJF03 10 11 Numberinbracketsisbag sannualgrowthrate Value Share Volume Share Rmb Kg National 4 8 17 5 49 ModernTrade 2 8 11 3 54 TraditionalTrade 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 4Cities 1 8 7 5 56 ACities 4 3 16 7 55 BCDCities 3 5 13 2 50 Town 12 3 29 3 45 BagSalesMixByMarket National National MATJF03 SkinMoisturizerBagPacksizeImportance National MATJF03 BagMoistureBase 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 BagKey10BrandsShare NationalBagDominatedbyLocalBrandswithVery lowPrice ValueShare VolumeShare Rmb Kg YUMEIJING 22 9 19 7 57 4 LONGLIQI 14 5 10 5 68 3 MAXAM 10 6 7 8 67 7 HAIERMIAN 6 3 6 5 47 8 ANAN 5 8 5 7 50 2 CHUNJUAN 5 4 5 3 50 3 KEMENG 5 4