惠氏嬰幼兒配方奶粉品類趨勢分享Mar

1、惠氏嬰幼兒配方奶粉品類趨勢分享 惠氏品類管理團(tuán)隊 Apr 2014 目錄 ? 品類總體表現(xiàn) 分階段表現(xiàn) 分價格段表現(xiàn) 分渠道表現(xiàn) 分城市級別 分地域 品類總體表現(xiàn) 月度銷售趨勢：嬰幼兒配方奶粉二月環(huán)比和同比繼續(xù)下跌月度銷售趨勢：嬰幼兒配方奶粉二月環(huán)比和同比繼續(xù)下跌 Volume GrowthValue GrowthYTD MAR14 vs. YTD MAR13MAR14 vs. MAR13-7.4%-9.5%-3.2%-5.2%Volume Sales:M KGSales Volume (Million KG)Sales Value (Million RMB)Value Sales:M RMB

2、20181614121086420JAN13FEB13MAR13APR13MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR1419.015.918.418.214.44,5004,0003,5003,0002,50017.017.316.516.716.117.116.416.916.72,0001,5001,000500015.7Source: Nielsen Retail Index(MT+MBS) 4 年至今品牌表現(xiàn)年至今品牌表現(xiàn) 銷售金額銷售金額 百萬百萬 人民幣人民幣 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 17 18 -70 -6

3、 -10 1 18 10 -10 -5 10 損失貢獻(xiàn)損失貢獻(xiàn) Source: Nielsen Retail Index(MT+MBS) 14年年3月，月， 惠氏金裝線增長了惠氏金裝線增長了24bps, 達(dá)到達(dá)到8.3%， 主要由于主要由于MT 中中WTD 增長，增長， 以以及及MBS 中更好地店內(nèi)表現(xiàn)。中更好地店內(nèi)表現(xiàn)。 美贊臣增長了美贊臣增長了103bps 達(dá)到達(dá)到12.3%， 由于由于MT 渠道中店渠道中店內(nèi)表現(xiàn)的改善。內(nèi)表現(xiàn)的改善。 Value Share% BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanone KaricareDano

4、ne DumexRegular + BBLACDanone DumexGold + SpecialityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma7.40.30.810.43.80.48.42.26.90.30.22.84.60.38.24.86.77.68.58.34.65.73.412.312.87.80.31.210.33.70.48.82.27.50.30.710.43.80.47.82.36.90.30.610.63.80.48.52.26.90.51.29.24.00.48.02.87.30.70.79.64.10.48.

5、22.87.20.70.59.24.00.48.33.37.10.50.78.84.10.47.63.44.36.54.18.24.65.63.35.73.513.211.78.64.78.74.75.93.411.98.54.65.93.511.88.44.75.82.911.68.54.56.03.711.26.46.96.77.57.36.97.28.54.66.13.511.37.77.48.84.66.73.812.57.57.78.27.57.38.54.16.26.83.94.614.511.28.04.47.98.34.56.74.08.54.56.64.011.68.74.4

6、6.44.08.74.56.74.011.58.74.46.53.812.012.712.36.60.60.56.64.50.47.43.86.20.24.44.80.48.44.16.40.20.34.24.90.48.14.46.60.33.74.80.38.84.56.10.30.23.64.60.39.04.67.00.30.23.44.40.38.24.77.00.30.23.04.70.38.15.06.70.30.12.04.70.38.34.7 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTD

7、YTDOCJANAAAMSource: Nielsen Retail Index(MT+MBS) 6 MNDAR14分階段表現(xiàn) 3， 4 階段呈現(xiàn)增長趨勢然而階段呈現(xiàn)增長趨勢然而1和和2階段都是有所下滑階段都是有所下滑. Value Sales: M RMB-10.2%5,000YTD LY-6.5%4,5004,0003,5003,0002,5002,0001,5001,0005000StarterFollow On3,3102,9722,8642,6784,336+3.4%4,482YTD TY+5.0%498523Growing UpFouth StagYTD LYImportanceY

8、TD TYImportance30.1%27.9%26.0%25.1%39.4%42.1%4.5%4.9%Source: Nielsen Retail Index(MT+MBS) 8 分價格段表現(xiàn) 年至今價格段表現(xiàn)年至今價格段表現(xiàn) 超高端繼續(xù)引領(lǐng)品類成長超高端繼續(xù)引領(lǐng)品類成長 Value Sales: M RMB+40.8%9,000YTD LY-8.3%-12.0%YTD TY-31.3%8,0007,0006,0005,0004,0003,0002,0001,0000Super Premium1,4632,0607,7947,1441,2871,133464319MidPremiumUpp

9、er-MidYTD LYImportanceYTD TYImportance13.3%19.3%70.8%67.0%11.7%10.6%4.2%3.0%Source: Nielsen Retail Index(MT+MBS) 10 年至今品牌表現(xiàn)年至今品牌表現(xiàn) 超高端超高端 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 108 35 83 -29 損失貢獻(xiàn)損失貢獻(xiàn) -12 18 30 超高端市場中，超高端市場中， 啟賦在啟賦在14年年3月月 相比前一個月份額微掉，主要由于在相比前一個月份額微掉，主要由于在MBS中表現(xiàn)欠中表現(xiàn)欠佳，尤其是在佳，尤其是在MBS Key/A 中鋪貨滑落。

10、中鋪貨滑落。 另外，另外，Nutrilon Platinum 和合生元在鋪貨的和合生元在鋪貨的帶動下都拿到一定份額，帶動下都拿到一定份額， 這對啟賦的店內(nèi)表現(xiàn)也有很大影響。這對啟賦的店內(nèi)表現(xiàn)也有很大影響。 Brand Value Share % in Super Premium Total Specialty5.55.85.85.95.04.94.94.95.310.95.14.911.15.011.45.15.55.86.35.5Beingmate Ai+ Gold12.711.812.412.613.112.411.712.211.311.911.812.410.911.9Biostime

11、 Super Gold13.010.912.913.013.213.412.711.511.211.810.410.711.211.610.85.62.23.78.210.75.12.24.18.311.2Biostime SuperCaringAusnutria5.48.64.32.98.72.23.88.38.35.53.28.78.93.92.78.18.63.52.89.38.43.62.99.38.33.73.19.97.33.03.19.37.33.33.39.27.22.83.39.16.12.83.99.86.02.83.29.66.02.43.19.36.32.63.18.7

12、5.42.13.78.5Abbott Essence24.8Nestle Nan HA16.816.717.116.618.818.521.021.021.522.523.524.224.125.125.324.1 LY TY13JUL13AUG13SEP13EC131313PR13Y13R13FEBOV1JANJUNYTDYTDOCJANFEBAAAMMNDSource: Nielsen Retail Index(MT+MBS) 12 MAR14Wyeth illumaT1314143年至今品牌表現(xiàn)年至今品牌表現(xiàn) 高端高端 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) -6 23

13、 -70 -1 -20 1 損失貢獻(xiàn)損失貢獻(xiàn) 18 29 -14 -10 13 高端奶粉中，高端奶粉中， 惠氏金裝線市場份額增長到惠氏金裝線市場份額增長到12.3%，另外美贊臣也拿到比較多的市場份額。，另外美贊臣也拿到比較多的市場份額。Brand Value Share % in Premium BiostimeBeingmate5.45.16.66.94.55.06.218.56.74.73.44.6YashiliYiliFrieslandMJAbbottDanone KaricareDanone DumexRegularDanone DumexGoldNestleWyeth PE Gold

14、Wyeth MarigoldWyeth Maple(Excl. PE)5.77.24.83.65.05.47.24.83.74.86.17.04.83.85.16.07.14.83.64.25.77.24.74.05.36.07.44.74.15.16.57.34.64.85.97.04.83.54.86.57.64.85.05.66.57.44.64.86.06.67.44.85.05.97.27.54.64.95.76.66.47.16.64.24.65.74.65.27.06.94.75.16.06.917.316.616.717.116.516.116.417.118.518.916.

15、917.921.416.918.419.19.30.414.11.90.50.011.68.00.43.92.60.510.61.49.80.413.71.90.512.19.50.414.21.90.50.010.98.60.414.51.90.50.011.88.70.712.82.10.611.39.10.913.12.00.60.011.58.90.912.62.10.60.011.68.70.712.22.10.60.310.38.00.89.22.50.63.27.47.30.36.12.60.67.15.17.80.35.92.70.68.53.28.00.45.22.70.51

16、0.32.47.30.45.02.50.511.12.08.20.44.72.40.510.31.58.10.54.12.70.510.61.37.80.52.82.70.510.81.5 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail Index(MT+MBS) 14 MNDAR14分渠道表現(xiàn) 母嬰店渠道母嬰店渠道 增長迅速尤其是在高端城市母嬰店，增長迅速尤其是在高端城市母嬰店， 而在現(xiàn)代渠道中品類持續(xù)萎縮。而在現(xiàn)代渠道中品類持續(xù)萎縮。

17、Value Sales: M RMB-11.3%5,0004,5004,0003,5003,0002,5002,0001,5001,0005000Hypermarket3,2342,869YTD LY-8.4%-8.7%+11.8%YTD TY+1.1%4,3594,4071,4591,3377106491,2461,394SupermarketMini+CVS+GroceryMBS Key/AMBS B/C/D/TgtsYTD LYImportanceYTD TYImportance29.4%26.9%13.3%12.5%6.5%6.1%11.3%13.1%39.6%41.4%Source:

18、 Nielsen Retail Index(MT+MBS) 16 渠道表現(xiàn)渠道表現(xiàn) IMF Mil RMB MT Hyper Super MBS YTD LY 5,403 3,234 1,459 5,605 YTD TY 4,854 2,869 1,337 5,801 GR -10% -11% -8% 3% MAR13 1,894 1,134 508 1,939 MAR14 1,660 976 452 1,975 GR -12% -14% -11% 2% MT+MBS 11,008 10,655 -3% 3,832 3,635 -5% 同比銷售金額增長率% MBS Hyper MT 年至今品牌

19、表現(xiàn)年至今品牌表現(xiàn) 大賣場大賣場 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 15 18 -76 -12 7 15 39 -14 -5 -1 損失貢獻(xiàn)損失貢獻(xiàn) 在大賣場中，在大賣場中， 金裝線穩(wěn)定在金裝線穩(wěn)定在12.5%， 而美贊臣份額恢復(fù)到而美贊臣份額恢復(fù)到22.4%， 由于店內(nèi)表現(xiàn)的由于店內(nèi)表現(xiàn)的改善改善 Hypermarket, Value Share% BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanone KaricareDanone DumexRegular + BBLACDanone DumexGold + Speci

20、alityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma9.72.09.617.40.00.33.55.40.512.46.716.43.80.512.42.86.79.52.23.91.210.12.26.21.65.97.58.42.23.71.010.22.34.11.418.323.410.33.010.01.717.68.91.33.618.414.54.70.710.04.39.59.91.715.04.70.611.04.09.91.215.34.50.710.24.510.02.013.74.60.69.34.88.00.

21、01.27.45.80.610.95.68.80.55.45.50.712.45.78.20.85.46.10.711.25.99.50.64.76.00.613.66.48.10.54.65.10.614.710.10.00.34.54.50.512.36.29.40.00.44.15.90.612.57.29.30.21.76.00.512.57.07.110.12.24.01.318.47.39.72.44.41.019.17.210.52.65.11.118.36.28.310.110.72.67.11.310.92.46.71.310.92.56.61.310.92.47.01.41

22、1.22.36.41.42.05.71.410.12.46.81.927.618.122.410.22.16.21.68.57.37.49.92.44.61.218.47.710.82.55.51.218.48.47.77.88.29.119.521.420.522.422.818.820.44.10.511.53.24.20.59.73.44.20.612.03.36.1 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail Index(MT)

23、 19 MNDAR14年至今品牌表現(xiàn)年至今品牌表現(xiàn) 大賣場大賣場 超高端超高端 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 89 13 56 -50 損失貢獻(xiàn)損失貢獻(xiàn) -17 -3 26 在大賣場超高端市場，啟賦在大賣場超高端市場，啟賦 份額微掉了份額微掉了23bps 到到 32.6%， 鋪貨增加了鋪貨增加了3但是店內(nèi)表但是店內(nèi)表現(xiàn)有所下滑。貝因美增長了現(xiàn)有所下滑。貝因美增長了121bps，鋪貨有所加強(qiáng)同時有價格促銷，鋪貨有所加強(qiáng)同時有價格促銷(-5%). 雀巢雀巢 Nan HA 拿到了拿到了74bps, 鋪貨增長了鋪貨增長了4， 并且有價格促銷并且有價格促銷(-4%) Hype

24、rmarket, Value Share% Total Specialty4.8Beingmate Ai+ Gold4.95.75.25.24.54.64.95.14.64.54.14.75.25.86.15.320.218.419.120.620.919.118.620.317.817.918.018.518.1Biostime Super Gold12.38.74.21.05.59.512.26.93.45.312.211.012.57.32.64.69.912.26.76.92.64.612.32.44.812.111.611.16.52.34.912.810.16.21.85.110.

25、610.36.21.75.110.49.75.61.84.811.89.24.91.35.610.59.34.91.44.111.99.14.61.24.510.919.219.017.418.6Biostime SuperCaringAusnutria10.45.21.54.68.57.63.81.16.08.68.94.41.25.19.59.54.50.95.210.37.02.94.8Abbott Essence33.124.223.825.123.928.126.628.429.029.430.531.231.830.833.932.832.6Nestle Nan HA LY TY1

26、3JUL13AUG13SEP13EC131313PR13Y13R13FEBOV1JANJUNYTDYTDOCJANFEBAAAMMNDSource: Nielsen Retail Index(MT) 21 MAR14Wyeth illumaT1314143年至今品牌表現(xiàn)年至今品牌表現(xiàn) 母嬰店母嬰店 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 24 25 -60 -6 -7 -3 19 -5 -4 -4 15 損失貢獻(xiàn)損失貢獻(xiàn) 母嬰店中，母嬰店中， 惠氏金裝線增長了惠氏金裝線增長了19bps 到到7.6%， 合生元也拿到了份額，在店內(nèi)表現(xiàn)的合生元也拿到了份額，在店內(nèi)表現(xiàn)的屈動下。屈

27、動下。 MBS Value Share% BiostimeBeingmateYaShiLi8.18.19.06.63.44.65.76.69.69.010.09.76.23.24.26.63.34.55.86.53.34.65.76.83.74.85.79.26.73.34.65.99.06.81.00.17.43.10.38.02.76.33.44.44.79.07.21.30.27.93.40.47.82.76.43.24.36.18.57.11.20.17.13.40.38.63.36.43.34.25.78.76.90.90.17.23.50.37.73.48.29.28.18.08.

28、88.3YiliFrieslandMJAbbottDanone KaricareDanone DumexRegular + BBLACDanone DumexGold + SpecialityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma8.96.43.24.26.48.37.01.00.16.93.60.36.53.68.76.63.44.36.28.86.10.40.14.33.90.37.54.28.76.43.34.06.69.06.70.40.14.03.90.37.34.48.96.63.24.16.49.16.40.50.1

29、3.63.80.37.94.59.46.63.34.16.29.36.20.50.13.43.90.37.54.99.78.26.13.04.37.18.96.03.44.46.36.43.14.16.49.06.50.50.13.23.90.27.04.99.48.76.50.60.12.43.60.37.64.77.50.60.27.53.10.38.02.14.96.70.60.12.83.70.37.47.80.60.27.43.10.38.02.27.70.60.27.73.20.48.02.27.00.70.27.33.10.37.92.17.20.60.12.83.70.37.4

30、5.2 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail Index(MBS) 23 MNDAR14年至今品牌表現(xiàn)年至今品牌表現(xiàn) 母嬰店母嬰店 超高端超高端 Sales M RMB 增長率增長率% 增長貢獻(xiàn)增長貢獻(xiàn) 138 56 115 -22 損失貢獻(xiàn)損失貢獻(xiàn) -10 25 36 母嬰店超高端產(chǎn)品中，母嬰店超高端產(chǎn)品中， 啟賦掉了啟賦掉了265bps, 到到22.6%， 鋪貨有降低，同時店內(nèi)表鋪貨有降低，同時店內(nèi)表現(xiàn)變?nèi)酢，F(xiàn)變?nèi)酢?合生元在

31、店內(nèi)表現(xiàn)的驅(qū)動下，合生元在店內(nèi)表現(xiàn)的驅(qū)動下， 拿到了更多份額。拿到了更多份額。 MBS, Value Share% Nutrilon Platinum0.00.17.16.2Total Specialty6.46.56.66.46.713.06.96.65.75.47.26.75.66.05.46.75.96.45.96.05.66.25.96.75.97.36.36.86.46.81.16.26.2Beingmate Ai+ Gold6.7Biostime Super Gold14.66.414.414.415.015.614.512.912.513.812.012.313.313.313.

32、612.313.05.82.94.17.77.96.42.93.2Biostime SuperCaringAusnutria10.15.42.23.03.47.99.810.34.92.17.110.34.22.07.89.94.42.17.910.14.72.48.43.92.58.78.54.32.78.87.38.73.83.62.98.23.69.37.03.73.18.87.13.22.78.47.33.32.78.67.03.12.98.17.02.56.78.725.3Abbott Essence7.223.7Nestle Nan HA14.114.214.413.715.816

33、.019.118.919.320.821.822.823.623.422.6 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail Index(MBS) 25 MNDAWyeth illumaR14 南區(qū)南區(qū) 26 惠氏金裝增長了惠氏金裝增長了21bps 到到15.9%， 美贊臣拿到美贊臣拿到 159bps, 貝因美和合生元在鋪貝因美和合生元在鋪貨的驅(qū)動下都表現(xiàn)良好，貨的驅(qū)動下都表現(xiàn)良好， 分別增加了分別增加了4和和6。 South Region

34、, Value share% BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanone KaricareDanone DumexRegular + BBLACDanone DumexGold + SpecialityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma9.20.00.68.12.10.815.62.48.20.01.03.10.715.73.29.90.01.07.91.90.816.12.39.00.00.48.42.30.714.02.48.80.00.48.02.20.916.

35、42.68.30.01.66.22.41.014.42.79.00.00.46.82.50.814.42.79.10.00.46.22.60.915.33.08.47.00.30.02.42.90.914.23.67.40.10.01.53.01.014.93.27.60.20.01.62.91.014.63.30.00.11.43.00.819.37.00.10.01.33.10.819.233.138.034.633.05.84.54.03.61.15.83.33.95.22.05.54.03.73.30.95.94.54.53.81.46.14.93.83.91.26.34.34.24.

36、10.96.43.94.14.51.15.02.93.44.31.86.44.04.04.50.96.74.44.34.60.97.13.74.55.81.26.24.24.15.21.26.24.04.05.11.36.34.14.35.21.57.44.13.85.11.85.93.24.86.02.26.74.04.05.72.031.534.133.633.133.736.437.938.432.133.742.733.835.48.90.00.75.52.90.913.52.98.30.10.01.32.60.715.63.28.00.01.13.80.815.73.48.10.00

37、.63.30.815.93.23.63.3 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail Index(MT) 27 MNDAR14Key Brands Value Share in GD GD, Value share% BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanone KaricareDanone DumexRegular + BBLACDanone DumexGold + Spec

38、ialityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma9.20.00.68.12.10.815.62.48.20.01.03.10.715.73.29.90.01.07.91.90.816.12.39.00.00.48.42.30.714.02.48.80.00.48.02.20.916.42.68.30.01.66.22.41.014.42.79.00.00.46.82.50.814.42.79.10.00.46.22.60.915.33.08.47.00.30.02.42.90.914.23.67.40.10.01.53.01.0

39、14.93.27.60.20.01.62.91.014.63.30.00.11.43.00.819.37.00.10.01.33.10.819.233.138.034.633.05.84.54.03.61.15.83.33.95.22.05.54.03.73.30.95.94.54.53.81.46.14.93.83.91.26.34.34.24.10.96.43.94.14.51.15.02.93.44.31.86.44.04.04.50.96.74.44.34.60.97.13.74.55.81.26.24.24.15.21.26.24.04.05.11.36.34.14.35.21.57

40、.44.13.85.11.85.93.24.86.02.26.74.04.05.72.031.534.133.633.133.736.437.938.432.133.742.733.835.48.90.00.75.52.90.913.52.98.30.10.01.32.60.715.63.28.00.01.13.80.815.73.48.10.00.63.30.815.93.23.63.3 LY TY13JUL13AUG13SEP13EC131313PR13Y13T13R131414FEBM3JANFEBJUNOV1YTDYTDOCJANAAAMSource: Nielsen Retail I

41、ndex(MT) 28 MNDAR14Key Brands Value Share in GZ GZ Value share% BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanone KaricareDanone DumexRegular + BBLACDanone DumexGold + SpecialityNestleWyeth PE GoldWyeth Gold (Excl.PE)Wyeth illuma9.61.215.11.30.817.43.48.90.11.81.91.019.234.042.535.933.332.437.637.

42、336.535.744.138.439.36.32.71.51.52.06.72.81.12.23.55.62.21.51.51.56.02.11.91.72.57.33.81.21.52.26.33.31.41.81.87.62.71.62.12.16.73.01.61.91.67.05.51.72.11.68.83.31.53.22.27.13.41.32.62.37.13.31.22.52.37.74.71.32.62.79.02.71.12.53.05.52.31.01.93.36.22.51.42.53.98.53.81.12.43.543.445.935.338.347.410.42.113.81.10.817.23.29.30.517.51.40.816.13.38.90.714.51.40.918.73.77.73.611.31.31.115.83.78.70.413.01.31.014.73.98.90.312.01.61.