某咨詢德國漢高公司進(jìn)入中國市場策略項目建議書英文

AchievingleadershipinChinadetergentmarket

–Projectproposal–

Henkel(China)InvestmentCo.Ltd.

,RolandBerger&Partners–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–S?oPaulo–Shanghai–Stuttgart–Tokyo–Vienna–ZurichNirma\interim-rptContents PageA. Fiercecompetitionfrominternationalanddomesticplayershasimposed 3greatchallengeonHenkel B. Toachieveturnaround,Henkelshouldadoptanaggressiveexpansionstrategy 10C. RolandBergerwillhelpdeveloptheappropriatestrategy:projectoutline 12D. Projectorganizationandtimeframe 22E.Valueoftheproject 12F.RolandBergerisabestpartnerofHenkeltoexploitChinadetergentmarket: 12selectedreferenceAnnexA:Casestudy-Qiqiang 32AnnexB:Casestudy-P&G 42Nirma\interim-rptA.Fiercecompetitionfrominternationalanddomesticplayershasimposed

greatchallengeonHenkel Nirma\interim-rptAfterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNationalmarketvolumeoflaundrydetergent

[inMio.tons]199319941995199619972000**EstimationSource:ChineselightIndustryYearbook(1999),RolandBerger&Partners’analysis1.92.22.82.62.72.9~3.0+8.2%p.a.2~3%p.a.Nirma\interim-rptGrossprofitabilityofWhitecatregularpowderOvercapcityindetergentindustryPricereductionofMajorbrand(RMB/Kg)OvercapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitabilityAtpresent,thereareabout150manufacturesindetergentindustrywithcapacityof3.8milliontons,buttotalmarketvolumeisabout2.7milliontons,sotheutilizationrateofcapacityisabout70%Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,Iftakingtheircapacityintoaccount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年1999年3%TideOMO18.016.518.817.35.54.8Whitecat(regularpowder)1998年1999年Averagepricereductionofthewholeindustryis10%Nirma\interim-rptAfterhavingestablishedprominentpositioninhighendmarket,P&GandUnileverbegintopenetratemiddleandlowendmarketMarketstructureofhighend(Price：>10RMB/Kg)Marketstuctureofmiddleend(Price：7~10RMB/Kg)Marketstructureoflowend(Price：<7RMB/Kg)Proportionofhighendmarketis11.9%Proportionofmiddleendmarketis31.8%Proportionoflowendmarketis56.3%P&GOthersBenckiserUnileverP&GBenckiserOthersHenkelHenkelUnileverOthersResource:ACNielsonretailingaudit1999-2000Nirma\interim-rptBrandShareCompanyTide6.0%P&GAriel2.2%P&GOMO2.4%UnileverPower281.1%BenckiserPersil0.1%HenkelMarketshareofinternationalplayers’brandsindifferentsegmentBrandShareCompanyGFL2.2%P&GPanda1.9%P&GWIPP1.0%HenkelTianjin1.8%HenkelDosia1.0%BenckiserBack-upMarketstuctureofmiddleend(Price：7~10RMB/Kg)Marketstructureoflowend(Price：<7RMB/Kg)

BrandShareCompanyFangcao 2.5%UnileverYunquan0.8%UnileverSunlight0.2%UnileverSeagull2.9%HenkelTiantian1.5%HenkelGuilin1.2%Henkel

Marketstructureofhighend(Price：>10RMB/Kg)Resource:ACNielsonretailingaudit1999-2000Nirma\interim-rptNirma\interim-rptAlthoughalatecomer,BenckiserhassuccessfulpenetratednorthmarketwithDosiathroughwell-designedentrystrategyThroughacquiringdistributorsfromP&G,DosiachoseLiaoningprovinceasitsinitialentryareaInHeilongjiangandJilinprovince,competitorsarenotsostrongasthatinotherpartsofChina.localbrands,suchasTiantian,areindominantpositions,soDosiachosethesetwoprovinceassubsequentpenetrationareasCompetitionisinchoasinShandong,anddistributionnetworkisnotwellregulatedwithlotsofsmalldistributors/wholesalerscompetingwitheachother,soitiseasyforDosiatopenetratethemarketandcultivateitsqualifieddisbitionchannelInordertoguaranteethesuccess,channelpenetrationisalsobackedupbystrongadvertisementchampaignMarektshareofDosiainnorthChinaMarketentrydesignJan1999Mar1999May1999Jul1999Sep1999Nov1999Jan2000Resource:ACNielsonretailingaudit1999-2000Nirma\interim-rptSomedomesticplayersarealsomakingeffortstoachievefastgrowthandnationalpresenceMarketshareofQiqiangMarketshareofLibaiResource:ACNielsonretailingaudit1999-2000Nirma\interim-rptFastgrowthsofdomesticplayersaresupportedbytheirruralfocusstrategy,nationwidemanufacturingnetworkanddirectsalesmodelMarketpenetrationstrategytakenbyfastgrowingdomesticplayersRuralfocusstrategyNationwidemanufacturingnetworkDirectsalesmodelRuralmarketislargebutisdominantedbyweakregionalbrandsInternationalplayershaveweakperformanceinruralareaLogisticcostishighindetergentindustryaccoutingforover10%intotalvalueLongdistancetransportationinChinaisnotoonvientForanewcomer,itisnoteasytogetqualifiedlocaldistirbutorsReasonMethodResultFirstpenetrateruralmarketandtownAfterachievingstrongperfromanceinruralarea,thenpenetratecityandlargecountyAcquiringlocalplayersindifferentareas(Qiqiang)SigningOEMcontractswithlocalplayersindifferentareas(GuangdongLibai)DirectlysellingproductstolowleveldealersorretailingoutletstrongchannelpromotionAvoidingcompetingwithstrongsplayersGainingmarketsharewithcomparativelylowmarketinginvestmentAvoidingcompetingwithlocalplayersReductioninlogisticcostFastmarketpenetrationButthesalesexpenseishighandthesalesforceshouldbeverydiligentNirma\interim-rptInordertoachieveturnaround,HenkelshouldadoptanaggressiveexpansionstrategySixregionalbrandswithcomparativeweakmarketperformanceDeteriorationofmarketshareforeachbrand,defeatedbystronginternationalordomesticbrandsonebyoneAggressiveexpansionstrategyNochangeTurnaroundpointLeadershipindetergentmarketNirma\interim-rptStrategyformulationshouldbebasedonfullunderstandingofChinadetergentmarketandfullconsiderationofthreestrategicissuesStrategyformulationChoiceoffocusbrandandstrategicexpansionrouteEstablishingreliableandlowcostlogisticnetworkDevelopingruralentrymodelFullunderstandingofChinadetergentmarketNirma\interim-rptPercapitaconsumptiongraduallydecreasesfromsouthtonorthandfromeasttowestConsumptionoflaundrydetergentinChina

[kg,percapita]Source:RolandBerger&Partners’interview1.882~3kgpercapita1.7~2kgpercapita<1.7kgpercapita??????????????????>3kgpercapita1.881.881.9521.821.953.351.951.952.352.353.351.6821.681.68?2.35MuchlowareaNirma\interim-rpt2512(Shanghai)ThehighpopulationdensityislocatedintheNorthChinaplainSource:RolandBerger&Partners’interview146(Jilin)343(Hebei)586(Shandong)578(Henan)715(Jiangsu)273(Fujian)308(Hunan)392(Guangdong)108(Yuannan)362(Chongqing)471(Anhui)BackupMunicipalitypopulationdensity

(includeingsuburbarea)Shanghai 2512Beijing 738Tianjin 866Chongqing 362over500capitaper

squarekilogram276(Liaoning)866(Tianjin)738(Beijing)209(Shanxi)443(Zhejiang)201(Guangxi)326(Hubei)188(Sanxi)177(Sichuan)400~500capitaper

squarekilogram300~400capitaper

squarekilogram200~300capitaper

squarekilogram100~200capitaper

squarekilogramless100capitaper

squarekilogramNirma\interim-rptFordifferentregion,marketsegmentstructureisalsodifferentbecauseofvariousincomelevelandconsumptionhabitSegmentstructurebyregionCommentsNorthWestEastSouthLowendmarketaccountforover50%oftotalmarketandisespeciallylargeinthelowdevelopingNorthandWestofChinaMiddle-endproducttakeahighershareinEastandSouthofChinaHighendmarketiscomparativelyhigherinsouthmarketbecauseofitshighincomelevelandaccptanceofconcentratepowder50.9%56.7%57.3%40.9%45.9%30.6%31.8%39.9%9.2%11.5%12.1%13.2%Total

[,000t]778668537745High

(>10RMB/kg)Middle-end

(7~10RMB/kg)Low-end

(<7RMB/kg)Resource:ACNielsonretailingaudit1999-2000Nirma\interim-rptEastChinaisinintensecompetitionandmajorplayersareallnationalbrandsmarketvolumebyprovince

[’000ton]Briefanalysis115.7Jiangsu307.570.3224.1HenanZhejiangShanghaiAnhui60.4JiangsuandHenanhavethelargestmarketvolumeineastChinaJiamei,Whitecat,GiGEandFangcaoaretraditionalbrandswithstrongregionalmarketbasesdistributionnetworkiscomparativelymaturewithsomelargedistributorsindominanceQiqianghassuccessfullypenetrateeastChinaandestablishedleadershipwithstrongsalescampaignLibaiisplaningtopenetrateeastChinaDiaopaiisalsomakingeffortstoenlargeitsmarketsharebyofferinghighmarginincentivetodistributorsTotal:778,000tonsEastNirma\interim-rptLow-endmarketsizeinSouthChina

[’000Ton]SouthInSouth,werecommendHunanandHubeiaretargetmarketformarketentrybecauseLibaialmostcontrolthewholelow-endmarketinGuangdongCompetitivelandscape170Hunan190118179HubeiJiangxiGuangdongFujian84Libaialmostcontrolthewholelow-endmarketinGuangdongResunasaregionalbrandholdshalfofHunan’slow-endmarketOneflowerandQuanlihas30%and20%oflow-endsegmentrespectivelyinHubeiHunanandHubeiarethetargetmarketduetotheirlargemarketsizeandweakcompetitorsTotal:745,000tonsNirma\interim-rptWestregioncanonlybeNirma’spotentialmarketinthesecondstagebecauseofitslimitedmarketsizeandstrongcompetitorLow-endmarketsize

[’000ton]77Sichuan15469102GuangxiYunnanShanxiGuizhou69Qiqiangtakes44%oflow-endmarketwiththreemanufacturingsites(Sichuan,GuizhouandSanxi)P&Gtakeoveronemajorlocalbrand(Nanfeng)inchongdutoexpandlow-endmarketWhitecathassetupamanufacturingsitewith80,000toncapacityinChongqingLowpopulationdensityandpercapitaconsumptionWestregioncanonlybeNirma’spotentialmarketinthesecondstageTotal:537,000tonsWestAnalysisofopportunityChongqin65Nirma\interim-rptReg三ion三al三and三lo三cal三br三and三sp三lay三th三em三ajo三rr三ole三si三nt三he三Nor三the三rn三mar三ketLow-endmarketsizeinNorth1andNorth2

[’000ton]Competition[volumeshare]Nor三th三228%22%3%Nor三th三130%37%Tia三nti三anOth三ers2%14%30%Qiq三ian三gYun三qua三nMul三anJia三liQiq三ian三gDee三rJia三liJia三nlo三ngSea三gul三lOth三ersSou三rce三:b三yH三enk三el三(Ti三ant三ian三)a三nd三Uni三lev三er三(Yu三nqu三an)Exc三ept三Qi三qia三ng三fou三rl三oca三lb三ran三ds三are三th三em三ajo三rp三lay三ers三in三No三rth三1三and三No三rth三2Nor三th1三:Lia三oni三ng,三Ji三lin三g,三Hei三lon三gji三ang458210Nor三th2三:Sha三ndo三ng,三He三bei三,Sha三nxi三,B三eij三ingTia三nji三ng14%North16%Nir三ma\三int三eri三m-r三ptSha三ndo三ng三and三He三bei三ar三es三ugg三est三ed三as三str三ate三gic三fo三cus三in三ea三rly三en三try三pe三rio三dmarketsizeinNorth2sub-region

[’000ton]Competition68Sha三ndo三ng18141.三5132Heb三eiSha三nxiTia三nji三ngBei三jin三g35.三6In三Sha三ndo三ng,三De三er三and三Ji三ali三ho三lds三30三%a三nd三25%三of三th三el三ow-三end三ma三rke三tr三esp三ect三ive三ly.三Bu三tw三eak三fi三nan三cia三ls三ren三gth三an三dl三ess三so三phi三sti三cat三ed三mar三ket三ing三sk三ill三un三der三min三et三hei三rc三omp三eti三tiv三ene三ssIn三Heb三ei三the三de三ter三gen三tm三ark三et三is三hig三hly三fr三agm三ent三ed三wit三hQ三iqi三ang三wi三nni三ng三les三st三han三20三%m三ark三et三sha三re,三th三er三est三ar三ei三nsi三gni三fic三antIn三Sha三ndo三ng三and三He三bei三a三str三ong三an三dd三omi三nan三tb三ran三di三sn三on-三exi三ste三nt三yetTot三al:三458三,00三0t三onsNorthNir三ma\三int三eri三m-r三ptConsumeracceptancePro三fil三eo三fm三ajo三rp三rod三uct三fo三rmTrendProductfeatureAverageprice[RMB/kg]MarketshareMajor

brandProductiontechnologyRegularConcen-

trateUltra-

concen-

trateSpr三ay三dryDry三mi三xAgg三lom三era三-

t三ionTid三eWhi三tec三atQiq三ian三gAri三elWhi三tca三tOMOGao三cha三o

(三whi三tec三at)90%8%2%7.911.三418.三0Hol三lowLow三de三nsi三tyFoa三min三gHig三hw三ate三r三sol三ubi三lit三ySol三idHig三hd三ens三ityNon三-fo三ami三ngExc三ell三ent三st三ain三r三emo三vin三ge三ffi三cac三yHig三hf三lui三dit三yExc三ell三ent三st三ain三r三emo三vin三ge三ffi三cac三yWel三la三cce三pte三d三in三rur三alHig三hp三ric三eu三nde三rmi三nes三af三for三dab三ili三ty三and三co三nsu三mer三ac三cep三tab三leNew三pr三odu三ctSpr三ay-三dry三te三chn三olo三gy三dom三ina三te三the三la三und三ry三pow三der三in三dus三try三se三cto三rSou三rce三:R三ola三nd三Ber三ger三&三Par三tne三ri三nte三rvi三ewsNir三ma\三int三eri三m-r三ptRur三al三con三sum三er三pre三fer三enc三ePri三ce三and三mo三ney三va三lue三ar三et三wo三mos三ti三mpo三rta三nt三fac三tor三si三nfl三uen三cin三gr三ura三lc三ons三ume三rs’三pu三rch三asi三ng三dec三isi三onFoa三min三gFra三gra三ntWat三er三sol三ubi三lit三yBig三pa三cka三ge三siz三e(三400三g,三750三g)ProductPri三mar三ily三th三rou三gh三gro三cer三yi三nv三ill三age三/三tow三nMar三ket三/三fai三re三spe三cia三lly三we三ekl三ym三ark三etPlaceEff三ect三ive三to三ol三to三ind三uce三tr三ial三du三rin三gi三ntr三odu三cti三on三per三iodUsi三ng三dai三ly三nec三ess三iti三es三as三pri三ze三is三wel三la三cce三pte三dPromotionPop三ula三ra三cce三pta三ble三pr三ice三in三ru三ral三ma三rke三t:三6.0三RM三B/k三gPricerangeSou三rce三:R三ola三nd三Ber三ger三&三Par三tne三rs’三in三ter三vie三wNir三ma\三int三eri三m-r三ptQiq三ian三g’s三lo三wp三ric三es三tra三teg三yp三rov三es三to三be三suc三ces三sfu三li三nt三he三low三-en三ds三egm三entRel三ati三ve三pri三ce三com三par三iso三ni三nl三ow三end三se三gme三nt三(<7三RMB三/KG三)

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