润肤品市场调查报告.pdf

skin moisturizingskin moisturizing updated to jan/feb2003 2 agendaagenda lskin moist. body market overview lhow xx milk help brand sales value also outgrew market growth accelerated; value also outgrew volumevolume 0 2,000 4,000 6,000 8,000 10,000 12,000 jf 01 ma 01 mj 01 ja 01 so 01 nd 01 jf 02 ma 02 mj 02 ja 02 so 02 nd 02 jf 03 0 200 400 600 800 1,000 1,200 1,400 1,600 volume sales(000ton)value sales (000rmb) total skin moisturizer 6%9%4 months growth vs ya 2%3% volumevalue mat growth vs ya 4 product segment sales facial obtained growth of all segments accelerated; facial obtained positive value growth while body deflatedpositive value growth while body deflated 1,741 1,885 2,085 13,626 14,094 1,452 4months to jf024months to jf03 eyehandbodyfacial 230 247 2,245 2,423 10096 119 149 4months to jf024months to jf03 eyehandbodyfacial volume sales(ton)value sales(mil.rmb) 6%9% 3%8% 11%7% 20%26% 4 months growth vs ya 2% 0% 6% 14% 3% 2% 5% 17% number in green is of the annual growth mat jf03 vs mat jf02 5 xx xx bodybody volume sales trend by variantvolume sales trend by variant milk did help xx to gain sales in passing winter milk did help xx to gain sales in passing winter season season vsvs yaya 0 50 100 150 200 250 jf 01ma 01mj 01ja 01so 01nd 01jf 02ma 02mj 02ja 02so 02nd 02jf 03 oiluvothers reg lotionuc lotionmilk lotion volume sales- ton, (national) 6 bodybody top 10 brands volume share deflation in body mainly traced to basic body lotion; overall lotion still captured positive growth while overall lotion still captured positive growth while cream declinedcream declined volume share (body base) ttl body10011 cream35.2- 4 lotion51.326 basic43.525 pure white0.5- 56 pure uv4.254 uv+white3.180 oil13.54 4m to jf03 growth vs ya number in red is of xx product growth respectively. (national) 1007 35.9- 4 55.017 40.314 0.4- 59 8.821 5.566 8.83 value share (body base) 4m to jf03 growth vs ya 9 body basic lotionbody basic lotion key competitors key competitors growth, nationalgrowth, national but our growth rate still behind but our growth rate still behind nivea/softsensenivea/softsense and total segmentand total segment 24.5 9.2 11.6 32.5 18.9 - 15.3 ttl body lotion basic key competitors combined jb nivea softsense vaseline volume base 13.5 4.1 7.2 25.4 22.2 - 20.8 ttl body lotion basic key competitors combined jb nivea softsense vaseline value base 4months to jf03 vs ya 10 body lotion basic,body lotion basic, key brand volume sharekey brand volume share our share lost mainly traced to basic lotion whereour share lost mainly traced to basic lotion where yumeijingyumeijing and small brands gained share noticeablyand small brands gained share noticeably national, body lotion basic base 4m to jf02 4m to jf03 chgnd 01 jf 02 nd 02 jf 03chg xx39.535.4- 4.139.739.333.337.9- 1.4 vaseline11.37.7- 3.611.910.78.37- 3.7 nivea5.96.20.35.56.36.65.8- 0.5 softsense4.64.4- 0.25.43.74.64.10.4 yu mei jing6.115.69.55.66.717.912.86.1 bai que ling4.34.70.43.55.25.24.2- 1 xili2.11.9- 0.21.92.41.52.3- 0.1 hai er mian3.11.9- 1.23.72.41.92- 0.4 gong deng3.41.9- 1.54.52.12.11.5- 0.6 xian zi2.61.5- 1.12.3312.1- 0.9 o.brand17.118.81.71618.217.620.32.1 yu mei jing priced about 60rmb/kg. 11 body lotion basic,body lotion basic, key brand value sharekey brand value share xx regained some share in jf03,xx regained some share in jf03, compared with jf02compared with jf02 yu mei jing3.184.92.83.39.26.73.4 bai que ling 1.51.70.21.21.81.91.5- 0.3 pears0.910.10.71.10.91.10 fa1.70.9- 0.82.21.11.10.7- 0.4 tobaby1.30.8- 0.51.41.20.70.9- 0.3 xili0.80.800.80.80.610.2 o.brand11.814.52.711.312.514.114.62.1 xx48.545.8- 2.748.748.343.348.80.5 vaseline16.911.8- 5.117.316.512.710.8- 5.7 nivea8.69.50.989.4109- 0.4 softsense4.95.20.35.645.54.90.9 national, body lotion basic base 4m to jf02 4m to jf03 chgnd 01 jf 02 nd 02 jf 03chg 12 y.m.j. y.m.j. body lotion basicbody lotion basic sku sharesku share 220ml largely contributed to its share; distribution 220ml largely contributed to its share; distribution slightly increasedslightly increased 4.94.9 7.5 5.9 3.7 4.2 5.2 8.2 11.3 4.2 8.8 14.2 9.9 11.2 1.2 0.8 0.9 1.3 1.5 3.4 3.6 4.2 4.2 3.8 2.9 0 2 4 6 8 10 12 14 16 18 20 jf 01ma 01mj 01ja 01so 01nd 01jf 02ma 02mj 02ja 02so 02nd 02jf 03 220ml(浴后乳液）108ml（鲜奶乳液） 110ml body lotion basic base 108ml67897887111112119 220ml7881078789101098 weighted distribution (rmb10.6/p) (rmb10.3/p) 13 y.m.j. y.m.j. body lotion basicbody lotion basic share but cream declined which led to a slower growth rate in total body lthe price deflation in body lotion mainly traced to basic body lotion, where local brands, like bai que ling and yu mei jing, developed fast loverall, xx did captured positive growth in recent winter period and milk largely contributed to our growth 19 summary summary - -bodybody lbut we still slightly lost share in body market in recent winter due to slower growth than the market, especially in the basic body lotion segment lin 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 20 summary summary - -bodybody loverall 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 but not milk helped xx to increase sales in a city; but not in sh/bjin sh/bj volume(ton) value(000rmb) 0 20 40 60 80 100 120 jf02jf03jf02jf03jf02jf03jf02jf03jf02jf034 months to 0 4,000 8,000 12,000 16,000 jf02jf03jf02jf03jf02jf03jf02jf03jf02jf034 months to uc lotion reg.lotion milk lotion gz shbjcda city 23 milk share contribution to xx basic lotionmilk share contribution to xx basic lotion stagnant in sales in sh uc 200ml maintained overall performance; uc 200ml maintained overall distribution but declined in sppddistribution but declined in sppd nd01 jf02nd02jf03jf02jf03 milk 200ml607013.6 reg lotion87878676 100ml747284753.4 200ml878561545.6 300ml27223.1 uc lotion88868986 100ml656380758.9 200ml8785878613.6 weighted distributions.p.p.d(000rmb) 10.4 4.3 6.9 26.3 7.8 20.8 8.2 21.4 (11) (11) number in brackets are of weighted o.o.s distribution. 26 shsh- - h/s, body key brand share low price product gained share; niveanivea gained gained share slightlyshare slightly rmb/kg 4months tojf 02 jf 03chgjf 02 jf 03chgjf 02 jf 03 4 key brand96.990.3- 6.791.579.9- 11.7 xx32.528- 4.53426.8- 7.2126130 vaseline3127.7- 3.42621.7- 4.3157158 softsense18.218.70.519.118.1- 1.1125128 nivea15.215.90.712.413.30.9161148 bai que ling 1.83.41.66.211.65.43936 o.brand0.55.65.10.47.77.317391 value sharevolume share in o.brands, key brand are of露华浓雅佳美 润肤露450ml priced rmb37/pck(82rmb/kg), and body lotion basic base (200ml) 27 shsh- - h/s, key brands sku value shareh/s, key brands sku value share niveanivea fresh uc 200ml maintained overall performance; uc 200ml maintained overall distribution but declined in sppddistribution but declined in sppd nd01 jf02nd02jf03jf02jf03 weighted distributions.p.p.d(000rmb) milk 200ml36556.2 reg lotion849386845.14.3 100ml677682782.52.1 200ml706672663.92.7 300ml131322130.91.9 uc lotion8382817811.87.8 100ml8280767543.8 200ml716773679.74.9 31 bjbj- - h/s, body key brand share milkkey sku distribution maintain; milk- - 200ml better in200ml better in- - store performance than xx other skusstore performance than xx other skus nd01 jf02nd02jf03jf02jf03 weighted distributions.p.p.d(000rmb) milk 200ml192235.9 reg lotion5445615749.931.1 50ml2215966.911 100ml5144525218.514.4 200ml403336374022.7 300ml87 ultra care4537575958.143.2 100ml4436555431.131.5 200ml3126312939.629.2 36 a a- - h/s, body key brand share & priceh/s, body key brand share & price other than n a, other than n a, niveanivea gained share while xx declinegained share while xx decline body lotion basic base value share 55.3 48.1 64.6 56.356.1 54.9 46.5 43.7 53.6 40.9 21.5 19 41 15.9 28.7 7.44 7.7 2.9 6.89.7 7.2 7.9 jf02jf03jf02jf03jf02jf03jf02jf03jf02jf03 jbyu mei jingniveavaselinepearso.brands 4 months to a citys ae an aw a in w a, firming lotion contributed most of share gain. 37 niveanivea body lotion sku share & distribution & body lotion sku share & distribution & price in aprice in a- - h/sh/s distribution push more on 200ml and gained sharedistribution push more on 200ml and gained share body lotion basic base value share 1.3 1.3 1.5 2.4 0.4 0.2 0.9 0.2 0.3 0.2 0 3 6 4m to jf024m to jf03 intensive milk 200ml intensive milk 125ml fresh 200ml fresh 125ml firming lotion 200ml enriched 125ml enriched 200ml weighted distribution rmb/pck jf 02jf 03 jf 02jf 03 intensive milk 200ml910 2631 intensive milk 125ml32 2125 fresh 200ml512 3430 fresh 125ml54 2724 firming lotion 200ml511 5048 intensive milk 200ml intensive milk 125ml fresh 200ml fresh 125ml firming lotion 200ml 38 xx milk distribution in 4&a citiesxx milk distribution in 4&a cities milk have rooms to improved distribution in milk have rooms to improved distribution in a citya cityweighted distribution 0 10 20 30 40 50 60 70 80 90 100 gz- h/ssh- h/sbj- h/scd- h/s/d a- h/ss ae an aw a milk 200mluc lotion 200mlreg lotion 200ml 39 summarysummary llaunch of milk did help us to gain sales in a cities but not much in sh and bj lmilk 200ml expanded distribution fast and obtained strong in- store off- take lat the same time, in- store off- take of 200ml of our regular and uc declined, without distribution lost yet loverall, in a cities, we still have rooms to improve distribution of milk xx cream xx cream development trackingdevelopment tracking 41 bb&kids cream sales & growth, nat.bb&kids cream sales & growth, nat. 4&a cities still captured positive value sales growth4&a cities still captured positive value sales growth 410 865826 941 836 162 164 383 4months to jf024months to jf03 4 citya citybcd citytown volume sales(ton)value sales(mil.rmb) - 5%+3% 53 85 84 76 69 23 19 41 4months to jf024months to jf03 4 citya citybcd citytown size growth vs ya - 11- 10 - 50 727 - 121 42 bb&kids cream key brand share, nat.bb&kids cream key brand share, nat. xx cream successfully gained share nationallyxx cream successfully gained share nationally 4m to jf02 4m to jf03chg yand 01jf 02nd 02jf 03 chg ya yu mei jing2220.7- 1.320.523.620.820.6- 3 hai er mian15.713.9- 1.817.613.613.814.10.5 xx6.812.75.96.27.412.712.65.2 chun juan118- 310.711.488.1- 3.3 an an6.34- 2.35.86.944- 2.9 sakula3.43.403.43.33.83- 0.3 long li qi0.62.72.10.212.82.71.7 baobei21.2- 0.81.82.31.21.1- 1.2 xiao ding dang 0.210.80.20.20.91.10.9 ballet0.80.5- 0.30.80.70.50.5- 0.2 value share(bb&kids cream base) 43 bb&kids cream key brand share by citybb&kids cream key brand share by city xx gained share significantly in 4&a and catching xx gained share significantly in 4&a and catching up with h.e.m in bcd as wellup with h.e.m in bcd as well 4 citya citybcd citytown 4months tojf 03 chg yajf 03 chg yajf 03 chg yajf 03 chg ya yu mei jing10.5- 3.928.6- 10.419.93.919.1- 2.2 hai er mian17.7- 7.110.6- 0.616.70.111.9- 3 xx35.919.4207.110.33.12.11.5 chun juan10.9- 7.10.7- 0.54.9- 3.116.6- 1.4 an an0.4- 0.61.6- 1.55.4- 3.65.4- 1.1 sakula3.8- 1.74- 0.63.40.82.9- 0.1 long li qi1.513.52.83.22.721.3 baobei1.6- 0.61.1- 0.80.8- 0.61.4- 1.4 xiao ding dang 0.70.70.60.51.31.11.10.9 ballet0.2- 0.11.1- 1.50.60.20.1- 0.2 value share(bb&kids cream base) 44 xx sku value share trend, nationalxx sku value share trend, national ic largely helped share gainsic largely helped share gains 2.5 3.3 0.3 1.7 2.3 1.3 2.73.2 3.7 3.2 2.9 3.8 3.5 3 3.5 2.8 4.6 3.2 4.4 4.2 3.8 5.1 4 4.8 4.6 3.4 0.7 0 2 4 6 8 10 12 14 jf 01ma 01mj 01ja 01so 01nd 01jf 02ma 02mj 02ja 02so 02nd 02jf 03 ic 25gic 60greg.60guc 25guc 60g value share(bb&kids cream base) 45 xx weighted distribution by sku, nat.xx weighted distribution by sku, nat. 31 2828 29 30 3939 6 19 4 15 16 21 0 5 10 15 20 25 30 35 40 45 jf 02ma 02mj 02ja 02so 02nd 02jf 03 jb creamic 25gic 60guc 25guc 60g weighted distribution 46 bb&kids cream key sku ranking, jf03bb&kids cream key sku ranking, jf03 took the advantage of ic25g to further wide xx took the advantage of ic25g to further wide xx penetration both in depth and widthpenetration both in depth and width value share val s.p.p.d wtd weighted distribution numeric distribution rmb/pck hai er mian 40g10.68152136.4 xx uc 60g7.97741721.4 xx ic 25g6.88532710.5 xx ic 60g6.17333421.8 xx uc 25g663381010.6 yu mei jing 40g3.8592685.5 hai er mian 25g3.75825142.9 national city- h/s (bb&kids cream base) xx cream total distribution scored 53% in weighted and 14% in numeric which is even with h.e.m 40g in city h/s channel. 47 bb&kids cream key brand share by channelbb&kids cream key brand share by channel xx weak in traditional storexx weak in traditional store 51.7 58.8 13.8 11.2 34.5 30 4m to jf024m to jf03 h/s/dg/kmisc.stores value base 4months tojf 02jf 03jf 02jf 03jf 02jf 03 yu mei jing 2220.720.116.923.926.1 hai er mian 15.713.919.116.112.110.8 xx6.812.711.720.11.52 chun juan1183.9218.716.6 an an6.343.82.196.8 traditional storeh/s/deptnational value share(bb&kids cream base) 48 y.m.j & y.m.j & chunjuanchunjuan & h.e.m share by & h.e.m share by package in channelpackage in channel 0 2 4 6 8 10 12 14 16 18 20 jf 02 jf 03 jf 02 jf 03 jf 02 jf 03 bagbottletube 0 5 10 15 20 25 jf 02 jf 03 jf 02 jf 03 jf 02 jf 03 bagbottle chunjuany m j 0 5 10 15 20 25 jf 02 jf 03 jf 02 jf 03 jf 02 jf 03 bagbottle h.e.m value share(bb&kids cream base) 79%57%25% bag contribution in traditional store by brand 49 summarysummary lxx cream sales increasing fast, ic 25g launch accelerated growth in this peak season. lxx gained share significantly in 4&a and catching up with h.e.m in bcd as well lic 25g consumer off- take well performed overall lxx cream distribution is competitive in modern trade will weak in traditional store ly.m.j/chunjuan/h.e.m high share in traditional trade, bag products contributed their share in this trade explore sachet explore sachet sales opportunitysales opportunity 51 bag sales importance to skin moisturizingbag sales importance to skin moisturizing bag better accepted in west/town & in traditional bag better accepted in west/town & in traditional tradetrade 68.6 79.2 15.3 16.116.5 4.2 volume basevalue base bottlebagothers (national- mat jf03) (- 10%) (- 11%) number in brackets is bags annual growth rate. value share volume sharermb/kg national4.817.549 modern trade2.811.354 traditional trade 8.624.947 south3.613.654 east3.815.847 north4.214.548 west9.129.751 4 cities1.87.556 a cities4.316.755 bcd cities3.513.250 town12.329.345 52 bag sales mix by market, nationalbag sales mix by market, national 37 33.8 63 66.2 volume basevalue base modern tradetraditional trade 6.66.3 29 30.6 31.7 33.8 31.4 30.6 volume basevalue base southeastnorthwest 5.54.9 18.7 34.8 34.4 41 43.8 16.9 volume basevalue base 4 citya city bcd citytown (national- mat jf03) 53 skin moisturizer bag skin moisturizer bag packsizepacksize importanceimportance (national- mat jf03) , bag moisture base rmb/kg 25gm51.9 30gm54.7 20gm77.9 50gm24.8 135gm58.4 45gm20.2 40gm40.5 10gm value share 43.5 38.6 5.9 5.4 2.6 0.9 0.8 0.5 volume share 41.5 35 3.7 10.8 2.2 2.3 0.9 1.122.8 54 bag key 10 brands share, nationalbag key 10 brands share, national bag dominated by local brands with verybag dominated by local brands with very- - low low priceprice value share volume sharermb/kg yu mei jing22.919.757.4 long li qi14.510.568.3 maxam10.67.867.7 hai er mian6.36.547.8 an an5.85.750.2 chun juan5.45.350.3 ke meng5.46.441.9 4477633.346.1 ao qi3275.7 baobei1.92.242.5 o.brand21.230.6 (national- mat jf03) , bag moisture base 55 bag key brands value share by marketbag key brands value share by market many local brands are regionalizedmany local brands are regionalized national south eastnorth west4 city a city bcd city town yu mei jing22.957.71824.718.625.73221.619.4 long li qi14.58.117.513.514.215.11617.711.1 maxam10.65.112.112.19.19.99.511.910.2 hai er mian6.33.97.38.53.83.53.98.16.1 an an5.