个人润肤产品市场(SkinMoisturizing)(2).pptx

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1、Copyright 2002 ACNielsenSkin MoisturizingUpdated to Jan/Feb20032AgendalSkin Moist.Body Market OverviewlHow XX Milk Help Brand Sales&Share GainlBB&Kids Cream,XX Cream Launch EvaluationlExplore Skin Moist.Sachet Opportunity3Skin Moisturizer Sales Trend,NationalMarket Growth Accelerated;Value Also Outg

2、rew Market Growth Accelerated;Value Also Outgrew VolumeVolume Total Skin Moisturizer6%9%4 Months Growth vs YA2%3%VolumeValueMAT Growth vs YA4Product Segment Sales&Growth,Nat.Growth of All Segments Accelerated;Facial Obtained Growth of All Segments Accelerated;Facial Obtained Positive Value Growth Wh

3、ile Body DeflatedPositive Value Growth While Body DeflatedVolume 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 JF025XX Body Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Winter

4、Milk Did Help XX to Gain Sales In Passing Winter Season vs YASeason vs YAVolume Sales-Ton,(National)6Body Top 10 Brands Volume Share&ChgSlower Growth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost Share in Passing Winter PeriodPassing Winter PeriodNational,Body BaseXX20

5、.019.7-0.320.7 19.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820.22.21.42.21.80.4National,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.

6、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 1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82.51.91.1O.BRAND37.740.93.239.535.939.942.26.37Body Top 10 Brands Value Share&Chg Slower Growth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost

7、Share in Passing Winter PeriodPassing Winter PeriodNational,Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX24.623.9-0.724.624.622.725.50.9NIVEA7.89.11.36.88.99.48.8-0.1VASELINE9.77-2.79.69.87.26.7-3.1SOFTSENSE1.92.30.42.21.52.42.20.7LONG LI QI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.32.5

8、4.53.40.9AN 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.8Body Sales Growth By Platform Deflation in Body Mainly Traced to Basic Body Lotion;Deflati

9、on in Body Mainly Traced to Basic Body Lotion;Overall Lotion Still Captured Positive Growth while Overall Lotion Still Captured Positive Growth while Cream DeclinedCream DeclinedVolume Share(Body Base)TTL BODY10011CREAM35.2-4LOTION51.326Basic43.525Pure White0.5-56Pure UV4.254UV+White3.180OIL13.544M

10、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 YA9Body Basic Lotion Key Competitors Growth,NationalBut Our Growth Rate Still Behind Nivea/Softsense But Our Growth Rate Still Behind Ni

11、vea/Softsense and Total Segmentand Total Segment4Months to JF03 vs YA10Body Lotion Basic,Key Brand Volume ShareOur Share Lost Mainly Traced to Basic Lotion WhereOur Share Lost Mainly Traced to Basic Lotion Where YuMeiJing and Small Brands Gained Share NoticeablyYuMeiJing and Small Brands Gained Shar

12、e NoticeablyNational,Body Lotion Basic 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 LING4.34.70.43.55.25.24.2-1XIL

13、I2.11.9-0.21.92.41.52.3-0.1HAI ER MIAN3.11.9-1.23.72.41.92-0.4GONG 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.11Body Lotion Basic,Key Brand Value ShareXX Regained Some Share in JF03,XX Regained Some Share in JF03,Co

14、mpared with JF02Compared with JF02YU MEI JING3.184.92.83.39.26.73.4BAI QUE LING 1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.BRAND11.814.52.711.312.514.114.62.1XX48.545.8-2.748.748.343.348.80.5VASELINE16.911.8

15、-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 JF 02 ND 02 JF 03Chg12Y.M.J.Body Lotion Basic SKU Share220ml Largely Contributed to Its Share;Distribution 220ml Largely Contributed to Its Share;Distribution Sl

16、ightly IncreasedSlightly IncreasedBody Lotion Basic Base108ml67897887111112119220ml7881078789101098Weighted Distribution(Rmb10.6/p)(Rmb10.3/p)13Y.M.J.Body Lotion Basic Share&Distribution By MarketYu Mei Jing Mainly Focus In Hebei/Shangxi/Yu Mei Jing Mainly Focus In Hebei/Shangxi/ShangdongShangdong4M

17、 to JF024M to JF03JF 02JF 03National YMJ 6.115.6108ml1.43.489220ml4.712.278N2 YMJ 26.362.8108ml613.61216220ml19.749.2912N A CityYMJ 33.262.2108ml6.912.32330220ml25.549.92630Volume ShareWeighted Distribution14Body Basic Lotion,Sales Mix&Growth By CityQuick Development of Body Basic Lotion Traced to Q

18、uick Development of Body Basic Lotion Traced to Key&A CitiesKey&A CitiesVolume 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 JF0215Body Basic Lotion,Key Brands Share by CityWe Lost Share to Bai Que Ling&Small Brands in We Lost Share to

19、Bai Que Ling&Small Brands in Key Cities and Yu Mei Jing in A CitiesKey Cities and Yu Mei Jing in A CitiesYU 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

20、.6O.BRAND18.81.719.410.914.1-8.624.71.74Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg 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 Base16B

21、ody Basic Lotion,Key Brands Share by CityOur Share Gains in BCD Cities Helped Us to Narrow Overall Our Share Gains in BCD Cities Helped Us to Narrow Overall Share LostShare LostValue Base Body Lotion Basic 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-

22、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.BRAND14.52.412.56.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NIVEA9.50.915.2-0.57.90.610.3SOFTSENSE5.20.410.5-0.90.90.70.90.64Months to JF03 chg YA JF02 chg YA

23、JF02 chg YA JF02 chg YAA CityBCD City4 CityNational17SummarylTotal Skin Moisturizer experienced faster growth rate in this winter with positive price inflation-6%in volume and 9%in valuelAccelerated growth rate had been captured in all segments,esp.In Facial and Hand,which both experienced higher va

24、lue growth than volume growthlBody also captured positive volume growth(11%),but its value growth was much lagged behind(7%)in recent winter18Summary-BodylWith 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 grow

25、th rate in total bodylThe price deflation in Body Lotion mainly traced to basic Body Lotion,where local brands,like Bai Que Ling and Yu Mei Jing,developed fastlOverall,XX did captured positive growth in recent winter period and Milk largely contributed to our growth 19Summary-BodylBut we still sligh

26、tly lost share in Body market in recent winter due to slower growth than the market,especially in the Basic Body 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

27、in BCD cities,which narrowing our overall share lost20Summary-BodylOverall 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 Copyright 2002 ACNielsenXX M

28、ilk Sales Development In 4&A Cities22Milk Sales Contribution To XX By CityMilk Helped XX to Increase Sales In A City;but Not Milk Helped XX to Increase Sales In A City;but Not In SH/BJIn SH/BJVolume(TON)Value(000rmb)4 Months to4 Months toUC LotionReg.LotionMilk LotionGZSHBJCDA CITY23Milk Share Contr

29、ibution To XX Basic LotionStagnant in Sales in SH&BJ and Lagged Behind Stagnant in Sales in SH&BJ and Lagged Behind Growth in A Cities Caused Us Losing ShareGrowth in A Cities Caused Us Losing ShareVolume ShareValue ShareUC LotionReg.LotionMilk LotionShare Base,Body Lotion BasicGZSHBJCDA CITY4 Month

30、s to4 Months to24SH-H/S,XX Lotion Variant SKU ShareMilk 200ml Gained Share Rapidly While Reg/UC Milk 200ml Gained Share Rapidly While Reg/UC 200ml Declined200ml DeclinedValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX Basic Lotion 32.528-4.530.834.724.731.9-2.8MI

31、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 LOTION22.415.6-6.820.524.814.217.2-7.6100ml5.86.30.56.25.46.36.30.9200ml16.69.3-7.314.319.57.911-8.525SH-H/S,XX Lotion SKU Dist.&SPPD Milk-200ml Gained Distribu

32、tion With Good In-store Milk-200ml Gained Distribution With Good In-store Performance;UC 200ml Maintained Overall Performance;UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPDND01 JF02ND02JF03JF02JF03MILK 200ml607013.6REG LOTION87878676100ml747284753.4200

33、ml878561545.6300ml27223.1UC 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.26SH-H/S,Body Key Brand Share&PriceLow Price Product Gained Share;Nivea Gained Low Price Product Ga

34、ined Share;Nivea Gained Share SlightlyShare SlightlyRmb/Kg4Months toJF 02 JF 03 ChgJF 02 JF 03ChgJF 02 JF 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 LING 1.83.41.66

35、.211.65.43936O.BRAND0.55.65.10.47.77.317391Value ShareVolume ShareIn 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)27SH-H/S,Key Brands SKU Value ShareNivea Fresh&Intensive Milk Both Contributed to Nivea Fresh&Intensive Milk Both Contributed to I

36、ts Share GainsIts Share GainsBody Lotion Basic BaseSoftsenseNiveaVaseline28Key Brands SKU Comparison,SH-H/SSS-110ml/Nivea Fresh-200ml Dist.&SPPD GainedSS-110ml/Nivea Fresh-200ml Dist.&SPPD GainedJF 02JF 03JF 02JF 03JF 02JF 03MILK 200ml7013.626.3XX REGULAR 100ml72754.33.414.614.2XX REGULAR 200ml85546

37、.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 125ml55422.92.118.522INTENSIV

38、E MILK 200ml526111.210.423.827.4Vaseline 100ml636419.712.918.819.1Vaseline 200ml516228.126.429.129.6WeightedDistributionS.P.P.D(000RMB)RMB/Pck29BJ-H/S,XX Lotion Variant SKU ShareValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX37.130.1-739.634.629.131.4-3.2MILK 20

39、0ml5.15.12.68.18.1REG LOTION 12.310.1-2.213.311.311.38.7-2.6100ml4.94.1-0.85.24.64.33.8-0.8200ml6.95.3-1.67.66.16.24.2-1.9300ml0.20.70.50.20.30.70.60.3UC LOTION24.814.9-9.926.323.315.214.6-8.7100ml9.15.4-3.710.57.74.36.8-0.9200ml15.79.5-6.215.715.610.97.8-7.830BJ-H/S,XX Lotion SKU Dist.&SPPD Milk-20

40、0ml Gained Distribution With Good In-store Milk-200ml Gained Distribution With Good In-store Performance;UC 200ml Maintained Overall Performance;UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPDND01 JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)

41、MILK 200ml36556.2REG LOTION849386845.14.3100ml677682782.52.1200ml706672663.92.7300ml131322130.91.9UC LOTION8382817811.87.8100ml8280767543.8200ml716773679.74.931BJ-H/S,Body Key Brand Share&PriceXX Lose Most Share to Other Low Price ProductsXX Lose Most Share to Other Low Price ProductsRmb/Kg4Months t

42、oJF 02 JF 03ChgJF 02 JF 03ChgJF 02 JF 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

43、.88.2118106In O.brands,key brand are of露华浓 雅佳美 drove sale in BJ32BJ-H/S,Key Brands SKU Value ShareBody Lotion Basic BaseFANiveaVaseline33Key Brands SKU Comparison,BJ-H/SJF 02JF 03JF 02JF 03JF 02JF 03WeightedDistributionS.P.P.D(000RMB)RMB/PckMILK 200ml556.229.1REGULAR 100ml76782.52.115.315.5REGULAR 2

44、00ml66663.92.723.122.4REGULAR 300ml13130.91.934.731.9ULTRA 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

45、125ml21302.81.720.225INTENSIVE MILK 200ml334566.72629.2VASELINE 100ml54447.16.121.421.2VASELINE 200ml37328.66.732.329.8Nivea(95Rmb/kg)34A-H/S,XX Lotion Variant SKU ShareValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX60.149.8-10.361.658.148.651.9-6.2MILK 200ml553

46、.188REG LOTION 27.818.1-9.726.229.718.218-11.750ml1.60.6-11.71.40.50.7-0.7100ml11.27.5-3.711.610.87.47.6-3.2200ml14.79-5.712.517.59.38.6-8.9300ml01.11.1001.11.21.2ULTRA CARE 32.326.7-5.635.428.427.325.9-2.5100ml2216.5-5.527.814.815.917.32.5200ml10.310.37.613.611.48.60-5.035A-H/S,XX Lotion SKU Distri

47、bution&SPPDKey SKU Distribution Maintain;Milk-200ml Better In-Key SKU Distribution Maintain;Milk-200ml Better In-Store Performance Than XX Other SKUsStore Performance Than XX Other SKUsND01 JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml192235.9REG LOTION5445615749.931.150ml221596

48、6.911100ml5144525218.514.4200ml403336374022.7300ml87ULTRA CARE4537575958.143.2100ml4436555431.131.5200ml3126312939.629.236A-H/S,Body Key Brand Share&PriceOther Than N A,Nivea Gained Share While XX DeclineOther Than N A,Nivea Gained Share While XX DeclineBody Lotion Basic BaseValue Share4 Months toA

49、CITYS AE AN AW AIn W A,firming lotion contributed most of share gain.37Nivea Body Lotion SKU Share&Distribution&Price In A-H/SDistribution Push More On 200ml and Gained ShareDistribution Push More On 200ml and Gained ShareBody Lotion Basic BaseValue ShareWeighted DistributionRmb/PckJF 02JF 03JF 02JF

50、 03INTENSIVE MILK 200ml9102631INTENSIVE MILK 125ml322125FRESH 200ml5123430FRESH 125ml542724FIRMING LOTION 200ml5115048INTENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200ml38XX Milk Distribution In 4&A CitiesMilk Have Rooms to Improved Distribution In A CityWeighted Distr