零售调研(尼尔森20031011-护垫)清华.ppt

LinerCategoryOverview LinerSales PriceTrend NationalMarketGrowthRateSlowDown SalesGrowth MATON03vsON02 10 involume0 invalue LinerSegmentImportance Growth NationalUltraThin BreathableMoreWelcomeWithImportanceIncreasing Volumebase MAT Growth 7 46 2 2 8 Valuebase 2 31 8 9 15 LinerProd SegmentImportance Nat Volumebase LinerProd SegmentImportance Nat Valuebase VolumeShare ValueShare Liner NationalTopBrandsShareCarefreeLeadingShareMaintain SmallLocalsGainedShareYearly MAT ON02 MAT ON03 Share Difference Share Difference MAT ON02 MAT ON03 CAREFREE 16 9 17 1 0 2 SOFY 17 15 8 1 2 ANERLE 9 6 9 6 0 C B 7 2 5 4 1 8 WHISPER 3 9 4 5 0 7 YIMUCAO 1 3 2 9 1 6 SOFT 1 2 2 2 1 LADYCARE 2 7 1 9 0 8 BEST 1 6 1 8 0 2 HAOS S 1 7 1 7 0 O BRAND 36 9 37 1 0 2 CAREFREE 18 6 18 6 0 1 SOFY 16 9 16 0 8 ANERLE 11 4 11 8 0 4 WHISPER 5 5 5 7 0 3 C B 7 3 5 2 4 YIMUCAO 1 3 3 1 1 7 LADYCARE 3 7 2 8 0 9 ABC 2 2 6 0 6 SOFT 1 1 2 0 9 HAOS S 1 5 1 5 0 O BRAND 30 7 30 9 0 2 LinerTopBrandVol ShareTrend Nat CarefreeMaintainLeadingSharePositionAndShareStagnantInLatestHalfYear Top5All LinerBase LinerTopBrandVal ShareTrend Nat SameAsValue Top5All LinerBase LinerTopBrandDistributionTrend Nat DistributionCompeteHeadWithKeyCompetitors WeightedDistribution Liner TopBrandPriceTrend NationalKeyCompetitorsPriceMaintainStableDuringLatestYear Rmb Pcs ON01 ON02 DJ03 FM03 AM03 JJ03 AS03 ON03 CAREFREE 0 23 0 19 0 18 0 19 0 20 0 20 0 19 0 19 SOFY 0 22 0 18 0 18 0 18 0 18 0 17 0 18 0 17 ANERLE 0 23 0 22 0 22 0 22 0 21 0 22 0 21 0 21 C B 0 22 0 18 0 17 0 16 0 16 0 16 0 15 0 15 WHISPER 0 40 0 24 0 23 0 23 0 22 0 22 0 21 0 21 YIMUCAO 0 21 0 19 0 19 0 18 0 18 0 18 0 19 0 19 SOFT 0 23 0 16 0 16 0 16 0 16 0 17 0 17 0 15 LADYCARE 0 27 0 27 0 26 0 27 0 26 0 26 0 27 0 26 BEST 0 19 0 12 0 12 0 12 0 12 0 12 0 12 0 13 HAOS S 0 17 0 16 0 15 0 14 0 16 0 16 0 15 0 15 O brand 0 17 0 16 0 15 0 14 0 16 0 16 0 15 0 15 CarefreeVariantSales Growth Nat VolumeSales ValueSales Liner CarefreeVariantShare NationalVariantShareStableInLatestHalfYear VolumeShare LinerBase ValueShare CarefreeVariantDistribution Price Nat DrapableHighPriceCouldBeAnIssuetoPreventOurShareFurtherImprovement WeightedDistribution Rmb Pcs Liner WhisperVariantShare National VolumeShare LinerBase ValueShare WhisperVariantDistribution Price Nat WeightedDistribution Rmb Pcs SofyVariantShare NationalShareDeclineOnReg WhichStandsFor70 OfItsSales FreshFailedToImproveShareYearly VolumeShare LinerBase ValueShare SofyVariantShare NationalGreenTeaPricePositionInMediumRange WeightedDistribution Rmb Pcs LinerShareByPriceTier NationalMediumandLowPriceDominatetheMarket WhilePremiumGainedImportanceYearly VolumeBase ValueBase Note priceisjudgeddowntosubbrandlevel Liner0 20 0 25Rmb pcsShareByBrand Nat ShareDrivenByMNB MATON02 MATON03 MATON02 MATON03 0 20 0 25rmb pcs 18 4 21 8 21 7 27 ANERLE 9 6 9 6 11 4 11 8 WHISPER 2 8 4 1 3 2 4 8 SOFY 3 7 4 2 4 1 5 2 TOUQI 2 1 1 6 2 4 1 8 FRESH 0 1 1 6 0 2 2 1 ROUMIAN 1 4 1 1 6 1 3 CarefreeDrap 2 4 3 3 VolumeShare ValueShare LinerSalesGrowthByCity 10 0 6 7 7 13 7 13 1 4 Volumebase Valuebase MAT Growth LinerKeyBrandVolumeShareByCityCarefreeShareStagnantAcrossCity 4City ACity BCDCity Town Vol YA Vol YA Vol YA Vol YA CAREFREE 29 6 0 16 7 0 2 10 1 0 3 11 5 4 3 SOFY 26 9 0 3 15 5 3 10 5 0 5 7 1 4 8 ANERLE 3 5 0 2 9 8 0 9 13 4 0 2 10 6 3 3 WHISPER 5 4 0 4 5 9 0 4 3 4 1 1 7 1 2 C B 6 1 2 2 6 3 0 5 4 9 2 7 0 7 1 4 YIMUCAO 1 7 0 9 2 5 1 5 4 4 2 3 0 3 0 6 SOFT 0 7 0 4 3 1 7 2 6 1 1 1 3 0 6 LADYCARE 1 5 0 3 2 1 2 1 3 0 7 0 5 2 1 BEST 1 3 0 6 2 1 0 6 2 1 0 4 0 2 0 1 HAOS S 0 1 0 2 3 0 9 2 3 0 1 1 6 3 2 O BRAND 23 2 0 4 33 2 3 45 0 9 65 2 5 8 Liner KeyBrandVol SharebyCityTierCarefreeShareStagnantAllCityTier LinerBase 4City ACity BCDCity Town Carefree Sofy Whisper Anerle C B LinerSalesGrowthByRegionSizeGrewFastInWest South 10 0 25 12 14 3 1 23 11 8 Volumebase Valuebase MAT Growth Liner KeyBrandVol SharebyRegion LinerBase South East North West Carefree Sofy Whisper Anerle C B LinerKeyBrandVolumeShareByRegion South East North West Vol YA Vol YA Vol YA Vol YA CAREFREE 22 4 0 1 15 6 0 3 18 7 0 4 10 9 0 8 SOFY 15 7 4 9 18 5 0 3 14 9 1 9 7 1 5 ANERLE 13 9 0 6 5 8 1 1 6 5 0 9 19 3 3 7 WHISPER 7 2 0 7 3 8 0 7 3 7 0 7 4 4 0 1 C B 1 6 0 5 5 6 3 8 5 4 2 1 10 1 5 YIMUCAO 1 2 1 1 3 9 2 3 1 9 0 7 4 2 1 6 SOFT 2 6 1 3 1 2 0 5 4 2 2 2 0 7 0 LADYCARE 2 3 1 7 1 4 0 3 2 1 0 8 2 1 1 BEST 0 9 0 4 2 0 4 2 5 1 1 1 2 0 1 HAOS S 2 5 0 6 1 8 0 1 0 1 1 6 0 4 OTHERS 29 7 3 7 40 4 0 1 39 1 0 4 35 9 1 1 MarketSharebyPackShare National VolumeBase ValueBase CategoryOverview Liner Totalcategorysizecametostableinthepastoneyear Threat UltrathinBreathableproductbecomemorepopular Opportunity sizeincreasedrapidlyandgainingsharecontinuouslyfromothers accounted27 involumeand30 invalue LowandMedium 0 20rmb pcsbelow segmentdominatedmarket Threat whilepremium 0 2 0 25rmb pcs importanceincreasing whichwasdrivenbyMNBpremiumlines CategoryOverview Liner Carefreeleadingpositionandsharestableinyeartrend Strength DrapablelaunchcannibalizeshareonsuperespNonBreathablesuggestingupgradeCarefreeuserwhilenotexpandCarefreeconsumergroup challenge pricecouldbeissueSharestagnantinallcitytier challenge SofylosesharetosmalllocalbrandsandstruggledinNo 2inlastyearFreshlaunchnothelpitsharegain whileRegularshareindecliningtrend Opportunity GreenTeanewlaunchandwasfirstlycapturedinON03scoredsmallshare andpricedmedium Issues HowCarefreeCanFurtherImproveInDevelopedCityByGainingOnSofy OpportunityexplorationinBCDmarketSofyGreenTeaLaunchReview HowCarefreeCanFurtherImproveInKeyCity Liner KeyBrandVolumeShareIn4 ASofyIsOurKeyCompetitorInDevelopedCity ANERLE 6 7 6 8 6 5 7 1 7 2 7 1 7 1 C B 6 5 6 2 6 9 6 6 6 2 5 7 5 8 YIMUCAO 1 3 1 5 1 9 2 1 2 3 2 3 2 6 LADYCARE 2 6 2 6 2 3 2 4 2 3 2 6 2 4 ABC 1 2 1 1 3 1 1 1 8 1 8 2 1 LinerCarefreevsSofyVariantShare KeyCityOpportunityToGrabShareFromSofyReg DrapableLitterFurtherImprovement Carefree Sofy VolumeShare LinerBase CarefreevsSofyUTPriceComparison 4 ACarefreeSuperNBPriceDownTrendandCompetitivevsSofyReg Carefree Sofy Rmb Pcs CarefreeSuperNBvsSofyReg SKUShare Price4 ACitiesCarefreeShareBehindSofyOnSKULevel WhilePriceCompetitive VolumeShare 0 16 0 16 0 15 0 15 Rmb Pcs Rmb Pck In4 A 2 40pcspackimportanceisabout10 involumeandmaintainyearly CarefreeSuperNBvsSofyReg SKUDistribution4 ACities ON03CarefreeSuperNBIn storePerformanceBehind AnyConsumerStudyInputonWhy WeightedDistribution SIH Vol perDist CarefreeDrapableSKUSales Share 4 A2X30pcsSignificantCannibalizationOn30pcs SuggestingLittleExpansionOnUser VolumeSales 000pcs VolumeShare AntibacterialImportancebyBrandGroupAnti BacterialLargeContributedByRegionalBrand WhichAnti prod HighestImportance All NationalVolumeImportance RegionalBrand NationalBrand MNB Anerle InAnti bacterial about87 volumesalescontributedbyRB anditsimportanceincreasingcontinuously e g Yimucao Anerle HowCarefreeCanFurtherImproveInKeyCityFoodforThinking BycomparingWithSofySofyisourkeycompetitorindevelopedcities RegularisofitsbestsellerCarefreeSuperNBsharebehindSofyReg duetoourlesscompetitivenessofin storeperformanceCarefreeDrapable2X30pcscontributedlittlesalesandshareimprovementforthisline HowCarefreeCanFurtherImproveInKeyCityFoodforThinking Shouldunderstanding whySofy Regularcanachievehigherconsumeracceptance Anytradeissue e g Display Facing Differentiationonproductquality Anti bacteriacouldbeconsiderforfurtherproductimprovement ExploreOpportunityInBCDCity ExploreOpportunityInBCDCitySummary OpportunityexplorationinBCDmarketHowismarkettrendandbrandcompetitioninBCDmarket Doweofferrightproduct packsize variant andatcompetitivepriceHowisdistributiongapversusAnerleandSofy ExploreOpportunityInBCDCityFindings BCDmarketstandsforabout38 fortotalChinalinermarket andyearlysalesandimportancegrowing Opportunity Smallpack 1 25pcs standsfor60 marketvolumeimportanceinBCDmarket andpopularbothmodernandtraditionalchannel whilebiggerpack 40pcs importancegrewslightlySmallpackcrowdedwithalotofsmalllocalswithlowerpricedominated Challenge InBiggerpackgroup SofyandCarefreestrongandleadingamong Strength InNorth smallpackhigherimportancethaninotherregionsSlimmarketrelativesmallandimportanceslightlydecline Threat EastBCDmarketthemostimportantamongfollowedwithSouthBCDforlinerModernChannelimportanceincreasinginBCDaswell whiletraditionalstorestandsforonethirdofthatmarketstill ExploreOpportunityInBCDCityFindings AnerleleadinginBCDmarketandleadingsharemaintainstableNoticeabledistributionadvantagecomparingCarefree whichtracedtotraditionalstoresAnerleleadingshareintraditionalstoreswhilenoadvantageinmodernchannel20pcscontributedmostitsshareandout standamongallplayers distributionshouldbeoneofthekeyfacts20pcspackalsocapturedhighin storeperformance CarefreeandSofyclosesharecompetitioninBCDBothCarefreeandSofyfocusinmodernchannelwhilefewperformanceintraditionalstoresBothCarefreeandSofystrongplayon40pcsand2X40pcs whichindicatinghighbrandloyaltySofybigpack esp 2X40pcs outperformedsamestoryasin4 A Threat ExploreOpportunityInBCDCityThinking TocompetewithAnerle20pcs weshouldunderstandthefollowingpointsbyfurtherexplorationHowisitsSOSWhyconsumerpreferAnerleAnytradeissue AsChinamarket CarefreenoshareadvantagewithSofyinBCDUltrathinrelativelessperformedthanSofy samestoryasin4 AAgain improvingUltrathinperformancewillbecriticalforustostrengthenourbrandshareForSlimOtherthanAnerleandSofy wearefacinganumberofsmalllocalbrandspricedrelativelowandinsmallpackform Doweanyplantocompetewithinthissizeablemarket KeyBrandShare PriceInNat BCDAnerleLeadingInBCDMarketAndShareMaintainStable Vol YA Rmb Pcs MATON03 JJ03 AS03 ON03 MATON03 ANERLE 13 4 0 2 12 7 11 8 13 7 0 22 SOFY 10 5 0 5 13 8 8 6 9 4 0 18 CAREFREE 10 1 0 3 9 5 11 8 9 0 19 YIMUCAO 4 4 2 3 4 5 4 8 5 2 0 19 C B 4 9 2 7 5 1 4 5 4 2 0 16 WHISPER 3 4 1 2 8 3 2 2 9 0 23 SOFT 2 6 1 1 1 2 2 4 2 7 0 17 HAOS S 2 3 0 1 2 8 2 1 1 9 0 15 BEST 2 1 0 4 1 8 1 4 1 8 0 12 ANLE 2 1 9 2 3 2 7 2 8 0 14 O BRAND 13 9 2 2 15 9 16 8 15 7 0 13 Vol BCDChannelAndRegionVol Mix BCDModernChannelImportanceIncreased EastBCDMostImportantFollowedWithSouth KeyBrandVolumeShareByChannel BCDAnerleLeadingInG K WhichProtectItsShareInBCDWhereWeAreWeak Vol YA Vol YA Vol YA ANERLE 13 4 0 2 10 8 0 6 18 6 1 6 SOFY 10 5 0 5 14 8 2 2 1 0 6 CAREFREE 10 1 0 3 13 7 0 7 3 2 1 7 YIMUCAO 4 4 2 3 5 8 2 8 1 8 1 C B 4 9 2 7 5 5 2 7 4 3 5 WHISPER 3 4 1 4 5 0 7 0 9 0 5 SOFT 2 6 1 1 3 3 1 6 1 1 0 2 HAOS S 2 3 0 1 2 8 0 1 1 2 0 9 BEST 2 1 0 4 2 4 1 5 1 6 0 8 ANLE 2 1 9 1 7 1 6 2 4 2 2 O BRAND 13 9 2 2 8 8 2 23 9 5 7 BCDG K BCDH S D BCDCity KeyBrandDistributionByChannelDistributionGapCapturedInG K WeightedDistribution NationalGrocery Kiosk NationalHyper Super Depart KeyBrandVolumeSharebyRegion BCDCarefreeRelativeStrongInSouthWhileBehindInOthers Vol YA Vol YA Vol YA Vol YA ANERLE 17 8 5 8 8 3 2 8 11 6 5 8 31 7 1 1 SOFY 14 1 3 8 11 7 2 3 2 1 7 6 3 3 7 CAREFREE 18 5 0 5 9 1 3 5 7 1 3 5 3 0 4 YIMUCAO 1 6 1 5 6 4 4 2 4 0 4 2 1 1 C B 0 5 0 3 7 2 5 2 0 4 0 6 WHISPER 6 7 1 2 3 0 8 1 3 0 5 1 9 0 8 SOFT 3 7 1 6 1 8 0 9 5 8 2 5 1 3 0 3 HAOS S 3 3 1 2 1 0 5 3 2 0 1 1 0 1 BEST 0 1 0 3 0 9 2 9 2 0 4 0 4 ANLE 1 9 1 8 1 4 1 4 3 2 6 4 1 4 O BRAND 10 1 0 7 13 2 2 9 26 3 5 6 10 9 1 5 EBCDCity NBCDCity WBCDCity SBCDCity InWest traditionalchannelimportancerelativehigherthanotherregionswhichstandsfor50 ofthatmarket 6 2 3 8 CarefreevsSofyWeightedDistributionbyRegionDistributionCompetitiveVsSofy MarketImportance VolumeBase 20 5 5 1 6 3 9 1 39 9 22 5 6 8 24 7 8 2 7 6 14 9 7 4 5 CarefreevsAnerleWeightedDistributionbyRegionWhileBehindAnerleInSouth West 20 5 5 1 6 3 9 1 39 9 22 5 6 8 24 7 8 2 7 6 14 9 7 4 5 MarketImportance VolumeBase KeyBrandShareByPacksize BCD H S D20pcsPackDominatedAnerle sSales ViseVersaOnSofyandCarefree VolumeShare Anerle Carefree Sofy AnerleKeySKUSharebyChannel BCDSmallPackDominateditsLineInAllChannel VolumeShare LinerPacksizeImportancebyChannel 25pcsMostPopularInBCDandInModernChannelAsWell BCD BCD H S D BCD G K VolumeShare TopBrandShareByBigWhileCarefreeCompeteHeadWithSofyInBigpack VolumeShare MATON02 MATON03 1 25pcsPack 53 5 48 3 O BRAND 6 5 7 3 ANERLE 8 2 7 8 YIMUCAO 2 5 3 3 KOTEXC B 3 5 2 9 YAJIESHU 0 7 2 3 CAREFREE 2 9 2 2 YINFONG 0 6 1 1 HAOS S 2 1 7 WHISPER 1 1 4 AIVFEEL 0 1 0 7 MATON02 MATON03 40pcsPack 39 4 40 1 SOFY 15 8 11 2 CAREFREE 11 3 10 YIMUCAO 0 5 2 3 WHISPER 2 2 2 9 ANERLE 0 8 1 9 SOFT 1 2 2 8 KOTEXC B 0 7 1 7 CARNATION 1 4 1 5 O BRAND 0 1 0 3 ANLE 0 1 0 8 Liner20pcsPackKeyBrandShareWhiletheMajorityOfSmallPackDominatedByLocalsWhichPriceLow 20pcsRmb Pck AccumulativevolumeShare In1 25pcspack 20pcsaccount39 volumeshareoutof48 3 inBCD H S D AnerlevsCarefree20pcsShareByMarket20pcsShareGapWithAnerle s Anerle Carefree Anerle Carefree South 10 1 3 2 0 24 0 25 S1 12 9 4 5 0 23 0 26 S2 11 4 1 2 0 24 0 25 GD 7 6 3 8 0 24 0 25 East 4 7 3 4 0 24 0 22 E1 4 8 4 0 24 0 22 E2 10 1 0 4 0 24 0 22 North 3 5 2 5 0 24 0 25 N1 3 6 2 1 0 25 0 25 N2 5 9 1 9 0 24 0 23 West 7 2 1 7 0 24 0 22 W1 6 1 2 0 26 0 22 W2 10 6 1 3 0 23 0 21 Rmb Pcs VolumeShare AnerlevsCarefree20pcsDistributionComparisonAnerle20pcsWiderPenetratedesp InS N W WeightedDistribution AnerlevsCarefree20pcsSIHComparison Nat H S DAnerleWinOnIn storePerformanceAsWell VolumeSharePerDistribution CarefreevsSofy40pcs 2X40pcsShare BCD H S DSofyOutperformedBigpackSuggestingHigherC