ac某咨询个人润肤产品市场.pptx

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1、Copyright 2002 ACNielsenac某咨询个人润肤产品某咨询个人润肤产品(chnpn)市场市场第一页，共59页。Copyright 2002 ACNielsen2lSkin Moist. Body Market OverviewlHow XX Milk Help Brand Sales & Share GainlBB&Kids Cream, XX Cream Launch EvaluationlExplore Skin Moist. Sachet Opportunity第二页，共59页。Copyright 2002 ACNielsen302,0004,0006,0008,000

2、10,00012,000JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF0302004006008001,0001,2001,4001,600Volume Sales(000Ton)Value Sales (000Rmb)Total Skin Moisturizer6%9%4 Months Growth vs YA2%3%VolumeValueMAT Growth vs YA第三页，共59页。Copyright 2002 ACNielsen41,7411,8852,08513,62614,0941,4524Months to JF024Mon

3、ths to JF03EyeHandBodyFacial2302472,2452,423100961191494Months to JF024Months to JF03EyeHandBodyFacialVolume Sales(Ton)Value Sales(Mil.Rmb)6%9%3%8%11%7%20%26%4 Months Growth vs YA2%0%6%14%3%2%5%17%Number in green is of the annual growth MAT JF03 vs MAT JF02第四页，共59页。Copyright 2002 ACNielsen5050100150

4、200250JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03OILUVOTHERSREG LOTIONUC LOTIONMILK LOTIONVolume Sales-Ton, (National)第五页，共59页。Copyright 2002 ACNielsen6National, Body BaseXX20.019.7-0.320.7 19.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820

5、.22.21.42.21.80.4National, Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgMininurse White+UV contributed growth this season.LONG LI QI15.510.1-5.413.417.79.910.3-7.4YU MEI JING2.56.94.42.42.68.25.42.8AN AN5.63.5-2.15.35.93.13.9-2SMISS3.52.4-1.13.23.822.8-1BAI QUE LING 1.82.20.41.522.51.9-

6、0.1MININURSE12.31.31.20.82.51.91.1O.BRAND37.740.93.239.535.939.942.26.3第六页，共59页。Copyright 2002 ACNielsen7National, Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX24.623.9-0.724.624.622.725.50.9NIVEA7.89.11.36.88.99.48.8-0.1VASELINE9.77-2.79.69.87.26.7-3.1SOFTSENSE1.92.30.42.21.52.42.20.

7、7LONG LI QI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.32.54.53.40.9AN AN6.43.7-2.75.77.13.34.3-2.8MININURSE3.13.60.43.72.63.73.31YU MEI JING1.33.321.21.33.82.81.5CATHY1.11.60.51.50.62.210.4O.BRAND31.434.63.232.929.934.534.54.6Sakula promotion product help share gain.第七页，共59页。Copyright 2002 ACNielsen8Vo

8、lume Share(Body Base)TTL BODY10011CREAM35.2-4LOTION51.326Basic43.525Pure White0.5-56Pure UV4.254UV+White3.180OIL13.544M to JF03Growth vs YANumber in red is of XX product growth respectively.(National)100735.9-455.01740.3140.4-598.8215.5668.83Value Share(Body Base)4M to JF03Growth vs YA第八页，共59页。Copyr

9、ight 2002 ACNielsen924.59.211.632.518.9-15.3TTL BodyLotion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEVolume Base13.54.17.225.422.2-20.8TTL BodyLotion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEValue Base4Months to JF03 vs YA第九页，共59页。Copyright 2002 ACNielsen10National, Body Lotion Ba

10、sic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX39.535.4-4.139.739.333.337.9-1.4VASELINE11.37.7-3.611.910.78.37-3.7NIVEA5.96.20.35.56.36.65.8-0.5SOFTSENSE4.64.4-0.25.43.74.64.10.4YU MEI JING6.115.69.55.66.717.912.86.1BAI QUE LING4.34.70.43.55.25.24.2-1XILI2.11.9-0.21.92.41.52.3-0.1HAI ER M

11、IAN3.11.9-1.23.72.41.92-0.4GONG DENG3.41.9-1.54.52.12.11.5-0.6XIAN ZI2.61.5-1.12.3312.1-0.9O.BRAND17.118.81.71618.217.620.32.1YU MEI JING priced about 60rmb/kg.第十页，共59页。Copyright 2002 ACNielsen11YU MEI JING3.184.92.83.39.26.73.4BAI QUE LING 1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-

12、0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.BRAND11.814.52.711.312.514.114.62.1XX48.545.8-2.748.748.343.348.80.5VASELINE16.911.8-5.117.316.512.710.8-5.7NIVEA8.69.50.989.4109-0.4SOFTSENSE4.95.20.35.645.54.90.9National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01

13、 JF 02 ND 02 JF 03Chg第十一页，共59页。Copyright 2002 ACNielsen124.94.97.55.93.74.25.28.211.34.28.814.29.911.21.20.80.91.31.53.43.64.24.23.82.902468101214161820JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03220ml(浴后乳液）108ml（鲜奶乳液）110mlBody Lotion Basic Base108ml67897887111112119220ml7881078

14、789101098Weighted Distribution(Rmb10.6/p)(Rmb10.3/p)第十二页，共59页。Copyright 2002 ACNielsen134M to JF024M to JF03JF 02JF 03NationalYMJ 6.115.6108ml1.43.489220ml4.712.278N2 YMJ 26.362.8108ml613.61216220ml19.749.2912N A CityYMJ 33.262.2108ml6.912.32330220ml25.549.92630Volume ShareWeighted Distribution第十三页，

15、共59页。Copyright 2002 ACNielsen141961922932833802064M to JF024M to JF03TownBCD CitiesA Citeis4 Cities226342921636521451423220333125317220514Months to JF024Months to JF03TownBCD CitiesA Citeis4 CitiesVolume Sales(Ton)Value Sales(000Rmb)24%13%34%24%52%29%-5%-13%Number in green is of the annual growth MA

16、T JF03 vs MAT JF02第十四页，共59页。Copyright 2002 ACNielsen15YU MEI JING15.69.54.9-0.739.12543.2BAI QUE LING 4.70.47.72.81.8-3.13.60.2HAI ER MIAN1.9-1.20.5-2.820.251.3XILI1.9-0.20.7-0.10.3060.8GONG DENG1.9-1.5000.3-0.31.3-2XIAN ZI1.5-1.10.1-0.10.3-0.45.1-0.6O.BRAND18.81.719.410.914.1-8.624.71.74Months toJF

17、03chg YAJF02chg YAJF02chg YAJF02chg YAXX35.4-4.131.3-3.433.9-10.346.91.5VASELINE7.7-3.614.5-4.23.3-2.62.1-6.7NIVEA6.20.311.2-0.54.3-0.30.70.2SOFTSENSE4.4-0.29.7-1.90.60.40.60.4A CityBCD City4 CityNationalVolume Base Body Lotion Basic Base第十五页，共59页。Copyright 2002 ACNielsen16Value Base Body Lotion Bas

18、ic BaseYU MEI JING852.1-0.221.514.13.22.6BAI QUE LING 1.70.22.50.90.7-11.40.2PEARS10.10.1-0.11.9-0.31.20.4FA0.9-0.71.30.30.3-0.21.1-2.8TOBABY0.8-0.50.3-0.41.1-1.21.50.6XILI0.800.300.30.12.20.3O.BRAND14.52.412.56.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NI

19、VEA9.50.915.2-0.57.90.610.3SOFTSENSE5.20.410.5-0.90.90.70.90.64Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA CityBCD City4 CityNational第十六页，共59页。Copyright 2002 ACNielsen17lTotal Skin Moisturizer experienced faster growth rate in this winter with positive price inflation - 6% in volume a

20、nd 9% in valuelAccelerated growth rate had been captured in all segments, esp. In Facial and Hand, which both experienced higher value growth than volume growthlBody also captured positive volume growth (11%), but its value growth was much lagged behind (7%) in recent winter第十七页，共59页。Copyright 2002

21、ACNielsen18lWith 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 bodylThe price deflation in Body Lotion mainly traced to basic Body Lotion, where local brands, like Bai Que Ling and Yu M

22、ei Jing, developed fastlOverall, XX did captured positive growth in recent winter period and Milk largely contributed to our growth 第十八页，共59页。Copyright 2002 ACNielsen19lBut we still slightly lost share in Body market in recent winter due to slower growth than the market, especially in the Basic Body

23、 Lotion segmentlIn 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第十九页，共59页。Copyright 2002 ACNielsen20lOverall speaking, XX

24、 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 第二十页，共59页。Copyright 2002 ACNielsen第二十一页，共59页。Copyright 2002 ACNielsen22Volume(TON)Value(000rmb)0204060801001

25、20JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months to04,0008,00012,00016,000JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months toUC LotionReg.LotionMilk LotionGZSHBJCDA CITY第二十二页，共59页。Copyright 2002 ACNielsen23Volume ShareValue Share0102030405060JF02JF03JF02JF03JF02JF03JF02JF03JF02JF03UC LotionReg.Lot

26、ionMilk LotionShare Base, Body Lotion BasicGZSHBJCDA CITY010203040506070JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months to4 Months to第二十三页，共59页。Copyright 2002 ACNielsen24Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03Chg YAXX Basic Lotion32.528-4.530.834.724.731.9-2.8MI

27、LK 200ml5.75.738.98.9REG LOTION10.16.7-3.410.39.97.45.8-4.1100ml3.32.5-0.83.13.42.62.4-1200ml6.82.9-3.97.16.532.8-3.7300ml1.21.21.80.60.6UC LOTION22.415.6-6.820.524.814.217.2-7.6100ml5.86.30.56.25.46.36.30.9200ml16.69.3-7.314.319.57.911-8.5第二十四页，共59页。Copyright 2002 ACNielsen25ND01JF02ND02JF03JF02JF0

28、3MILK 200ml607013.6REG LOTION87878676100ml747284753.4200ml878561545.6300ml27223.1UC LOTION88868986100ml656380758.9200ml8785878613.6Weighted DistributionS.P.P.D(000RMB)10.44.36.926.37.820.88.221.4(11)(11)Number in brackets are of weighted O.O.S distribution.第二十五页，共59页。Copyright 2002 ACNielsen26Rmb/Kg

29、4Months toJF 02 JF 03ChgJF 02JF 03ChgJF 02JF 034 Key Brand96.990.3-6.791.579.9-11.7XX32.528-4.53426.8-7.2126130VASELINE3127.7-3.42621.7-4.3157158SOFTSENSE18.218.70.519.118.1-1.1125128NIVEA15.215.90.712.413.30.9161148BAI QUE LING1.83.41.66.211.65.43936O.BRAND0.55.65.10.47.77.317391Value ShareVolume S

30、hareIn O.brands, key brand are of露华浓 雅佳美 润肤露450ml priced RMB37/pck(82rmb/kg), andBody Lotion Basic Base(200ML)第二十六页，共59页。Copyright 2002 ACNielsen273.78.114.510.64M to JF024M to JF03SOFTSENSE 200mlSOFTSENSE 110ml5.244.84.95.511.114M to JF024M to JF03ENRICHED MILK 125mlFIRMING 200mlFRESH 125mlFRESH 20

31、0mlINTENSIVE MILK 125mlINTENSIVE MILK 200mlBody Lotion Basic Base9.88.42118.4-137111519232731354M to JF024M to JF03Vaseline 200mlVaseline 100mlSoftsenseNiveaVaseline第二十七页，共59页。Copyright 2002 ACNielsen28JF 02JF 03JF 02JF 03JF 02JF 03MILK 200ml7013.626.3XX REGULAR 100ml72754.33.414.614.2XX REGULAR 200

32、ml85546.95.621.522.1XX REGULAR 300ml223.131.4XX UC 100ml63757.88.916.316.5XX UC 200ml858620.813.624.123.4SOFTSENSE 110ml52735.913.315.716.1SOFTSENSE 200ml837512.612.223.923.3FIRMING 200ml64627.97.247.933.6FRESH 125ml34443.42.722.922.1FRESH 200ml52622.47.230.227.3INTENSIVE MILK 125ml55422.92.118.522I

33、NTENSIVE MILK 200ml526111.210.423.827.4Vaseline 100ml636419.712.918.819.1Vaseline 200ml516228.126.429.129.6WeightedDistributionS.P.P.D(000RMB)RMB/Pck第二十八页，共59页。Copyright 2002 ACNielsen29Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03Chg YAXX37.130.1-739.634.629.131.4-3.2

34、MILK 200ml5.15.12.68.18.1REG LOTION12.310.1-2.213.311.311.38.7-2.6100ml4.94.1-0.85.24.64.33.8-0.8200ml6.95.3-1.67.66.16.24.2-1.9300ml0.20.70.50.20.30.70.60.3UC LOTION24.814.9-9.926.323.315.214.6-8.7100ml9.15.4-3.710.57.74.36.8-0.9200ml15.79.5-6.215.715.610.97.8-7.8第二十九页，共59页。Copyright 2002 ACNielsen

35、30ND01JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml36556.2REG LOTION849386845.14.3100ml677682782.52.1200ml706672663.92.7300ml131322130.91.9UC LOTION8382817811.87.8100ml8280767543.8200ml716773679.74.9第三十页，共59页。Copyright 2002 ACNielsen31Rmb/Kg4Months toJF 02JF 03ChgJF 02JF 03ChgJF

36、 02JF 03Value ShareVolume ShareBody Lotion Basic BaseXX37.130.1-730.823.3-7.5141139NIVEA21.219.3-213.211.8-1.4188175VASELINE14.714.80.19.39.1-0.2185175YU MEI JING9.19.40.320.219.7-0.65352FA4.24.60.33.94.90.9125101SOFTSENSE1.11.60.411.40.4135123O.BRAND12.620.27.621.629.88.2118106In O.brands, key bran

37、d are of露华浓 雅佳美 drove sale in BJ第三十一页，共59页。Copyright 2002 ACNielsen321.91.12.30.52.94M to JF024M to JF03FA 400ml-PUMPFA 250mlFA 100ml1.110.46.258.522.91.21.31.34M to JF024M to JF03ENRICHED 200mlENRICHED 125mlFIRMING LOTION 200mlFRESH 125mlFRESH 200mlINTENSIVE MILK 125mlINTENSIVE MILK 200mlBody Lotio

38、n Basic Base7.96.86.984M to JF024M to JF03Vaseline 200mlVaseline 100mlFANiveaVaseline第三十二页，共59页。Copyright 2002 ACNielsen33JF 02JF 03JF 02JF 03JF 02JF 03WeightedDistributionS.P.P.D(000RMB)RMB/PckMILK 200ml556.229.1REGULAR 100ml76782.52.115.315.5REGULAR 200ml66663.92.723.122.4REGULAR 300ml13130.91.934

39、.731.9ULTRA CARE 100ml807543.817.917.1ULTRA CARE 200ml67679.74.926.826.1FA 100ml47261.81.515.110.9FA 250ml3311.41827.226.8FA 400ml-PUMP195.738.2FIRMING LOTION 200ml334414.96.553.150.6FRESH 125ml4121.41.724.424.4FRESH 200ml32372.2332.128.8INTENSIVE MILK 125ml21302.81.720.225INTENSIVE MILK 200ml334566

40、.72629.2VASELINE 100ml54447.16.121.421.2VASELINE 200ml37328.66.732.329.8Nivea(95Rmb/kg)第三十三页，共59页。Copyright 2002 ACNielsen34Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX60.149.8-10.361.658.148.651.9-6.2MILK 200ml553.188REG LOTION27.818.1-9.726.229.718.218-11.7

41、50ml1.60.6-11.71.40.50.7-0.7100ml11.27.5-3.711.610.87.47.6-3.2200ml14.79-5.712.517.59.38.6-8.9300ml01.11.1001.11.21.2ULTRA CARE32.326.7-5.635.428.427.325.9-2.5100ml2216.5-5.527.814.815.917.32.5200ml10.310.37.613.611.48.60-5.0第三十四页，共59页。Copyright 2002 ACNielsen35ND01JF02ND02JF03JF02JF03Weighted Distr

42、ibutionS.P.P.D(000RMB)MILK 200ml192235.9REG LOTION5445615749.931.150ml2215966.911100ml5144525218.514.4200ml403336374022.7300ml87ULTRA CARE4537575958.143.2100ml4436555431.131.5200ml3126312939.629.2第三十五页，共59页。Copyright 2002 ACNielsen36Body Lotion Basic BaseValue Share55.348.164.656.356.1 54.946.543.75

43、3.640.921.5194115.928.77.447.72.96.89.77.27.9JF02JF03JF02JF03JF02JF03JF02JF03JF02JF03JBYU MEI JINGNIVEAVASELINEPEARSO.BRANDS4 Months toA CITYS AE AN AW AIn W A, firming lotion contributed most of share gain.第三十六页，共59页。Copyright 2002 ACNielsen37Body Lotion Basic BaseValue Share1.31.31.52.40.40.20.90.

44、20.30.20364M to JF024M to JF03INTENSIVEMILK 200mlINTENSIVEMILK 125mlFRESH 200mlFRESH 125mlFIRMINGLOTION 200mlENRICHED125mlENRICHED200mlWeighted DistributionRmb/PckJF 02JF 03JF 02JF 03INTENSIVE MILK 200ml9102631INTENSIVE MILK 125ml322125FRESH 200ml5123430FRESH 125ml542724FIRMING LOTION 200ml5115048IN

45、TENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200ml第三十七页，共59页。Copyright 2002 ACNielsen38Weighted Distribution 0102030405060708090100GZ-H/SSH-H/SBJ-H/SCD-H/S/DA-H/SS AE AN AW AMilk 200mlUC Lotion 200mlREG Lotion 200ml第三十八页，共59页。Copyright 2002 ACNielsen39lLaunch of Milk di

46、d help us to gain sales in A cities but not much in SH and BJlMilk 200ml expanded distribution fast and obtained strong in-store off-takelAt the same time, in-store off-take of 200ml of our regular and UC declined, without distribution lost yetlOverall, in A cities, we still have rooms to improve di

47、stribution of Milk第三十九页，共59页。Copyright 2002 ACNielsen第四十页，共59页。Copyright 2002 ACNielsen414108658269418361621643834Months to JF024Months to JF034 CityA CityBCD CityTownVolume Sales(Ton)Value Sales(Mil.Rmb)-5%+3%53858476692319414Months to JF024Months to JF034 CityA CityBCD CityTownSize Growth vs YA-11

48、-10-50727-121第四十一页，共59页。Copyright 2002 ACNielsen424M toJF024M toJF03Chg YAND 01JF 02ND 02JF 03Chg YAYU MEI JING2220.7-1.320.523.620.820.6-3HAI ER MIAN15.713.9-1.817.613.613.814.10.5XX6.812.75.96.27.412.712.65.2CHUN JUAN118-310.711.488.1-3.3AN AN6.34-2.35.86.944-2.9SAKULA3.43.403.43.33.83-0.3LONG LI

49、QI0.62.72.10.212.82.71.7BAOBEI21.2-0.81.82.31.21.1-1.2XIAO DING DANG0.210.80.20.20.91.10.9BALLET0.80.5-0.30.80.70.50.5-0.2Value Share(BB&Kids Cream Base)第四十二页，共59页。Copyright 2002 ACNielsen434 CityA CityBCD CityTown4Months toJF 03Chg YAJF 03Chg YAJF 03Chg YAJF 03Chg YAYU MEI JING10.5-3.928.6-10.419.9

50、3.919.1-2.2HAI ER MIAN17.7-7.110.6-0.616.70.111.9-3XX35.919.4207.110.33.12.11.5CHUN JUAN10.9-7.10.7-0.54.9-3.116.6-1.4AN AN0.4-0.61.6-1.55.4-3.65.4-1.1SAKULA3.8-1.74-0.63.40.82.9-0.1LONG LI QI1.513.52.83.22.721.3BAOBEI1.6-0.61.1-0.80.8-0.61.4-1.4XIAO DING DANG0.70.70.60.51.31.11.10.9BALLET0.2-0.11.1