ConsumerPanelBeijing（英中版）

1、Beijing Dairy MarketIntroduction北京乳业市场介绍北京乳业市场介绍市场市场: 北京北京品类品类: 白奶白奶, 风味奶风味奶, 酸奶酸奶,酸奶饮料酸奶饮料 期间期间: 2002 和和 2003年年1-6月月城市档案城市档案 (2001年数据年数据)City ProfileYear 2001面积(平方公里) Square人口(百万) Population常住人口 Permanent Resident -非农业人口 Urban -农业人口 Rural暂住人口 Temporary Resident国内生产总值(10亿人民币) GDP(1billion RMB)人均国内生产

2、总值(人民币:元) GDP/capita人均可支配收入(人民币:元) Per capita disposable income人均消费支出(人民币:元) Per capita consumption expenditure社会零售总额(10亿人民币) Total social retailing (1billion RMB)北京北京BJ13,69912.78011.0757.6073.461.700281.7625,30011,578N/A144.33上海上海SH634016.74N/AN/AN/AN/A455.127,18611,7188,868172.2总人口总人口: 1,261百万百万

3、Total:1,261mio资料来源: 2001中国人口统计年鉴,第5次人口普查, 2002 IMD世界竞争力年鉴, 中国利乐分析2001 China Population Statistics Yearbook,5th population census statistics, 2002 IMD World Competitiveness Yearbook, TP China analysis5大类中国消费群大类中国消费群China Consumer Segmentation高收入消费群高收入消费群: Advanced年可支配收入为年可支配收入为15000元人民币元人民币1900万万Per

4、capita disposable income 2%中高收入消费群中高收入消费群: Upper Value 年可支配收入年可支配收入10000-15000元元 7500万万 6%门槛内消费群门槛内消费群: Emerging 年可支配收入年可支配收入2000-5000元元 213 00万万17%门槛外消费群门槛外消费群: Unreachable 年可支配收入年可支配收入2000元元 76900万万61%15%中低收入消费群中低收入消费群: Lower Value 年可支配收入年可支配收入5000-10000元元 19000万万北京：北京：中、高收入消费者人数总计为中、高收入消费者人数总计为28

5、3万万Source: 2002 Statistic Yearbook of China & TP China Analysis By mio peopleXinjiangQinghaiGansuInner MongoliaNingxiaSichuanYunnanGuangxiGuizhouHainanHunanJiangxiFujianZhejiangHubeiShaanxiShanxiLiaoningJilinHeilongjiangShandongJiangsuAnhuiHenanTibetBeijingShanghaiTianjinGuangdongHebeiChongqing2

6、-4 mio)2 mio 5-7 mio (19%) 上海上海:Total: 16.74A+B: 6.70北京北京:Total: 13.82A+B: 2.83广州广州:Total: 9.94A+B: 4.27北京液态乳制品市场总揽北京液态乳制品市场总揽Overall Liquid Dairy Market, Beijing北京乳品市场：迅速增长，涨幅达北京乳品市场：迅速增长，涨幅达22%Compare to 02 same period, have a fast increase by white milk & flavor milk mainly9112995809109903536

7、413605.323241239362967021011497165402000040000600008000010000012000014000016000018000001 7-1202 1-603 1-6酸酸奶奶饮料饮料酸酸奶奶风味奶风味奶白白奶奶126,606154,832+9%116,471+22%* For 2001 data, only liquid milk(Incl. White milk & flavor milk) data available.Beijing3.0%2.6%4.9%1.8%1.7%1.1%4.7%4.4%6.2%8.9%5.8%4.4%62.5%

8、63.7%51.2%16.2%29.0%0.10%0.1%0.1%2.6%2.8%2.8%18.6%0%10%20%30%40%50%60%70%80%90%100%01 7-1202 1-603 1-6玻璃瓶玻璃瓶塑料瓶塑料瓶塑杯塑杯屋屋顶包顶包塑料袋塑料袋利利乐枕乐枕铁罐铁罐其它其它利利乐砖乐砖北京乳品市场增长的主要推动力是利乐枕牛奶北京乳品市场增长的主要推动力是利乐枕牛奶TFA growing the fastest and contribute to the increase of LDP market3526.53308.27608.09663.610410.16862.472752

9、.680600.179199.418856.023567.044920.93065.63490.14357.25427.35521.97374.402000040000600008000010000012000014000016000001 7-1202 1-603 1-6126,606154,832+22%116,470+8.7%BeijingWhite Milk白奶白奶Overall Market利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋利利乐枕乐枕市市场容量场容量02 1-695,8092,3333,63065,87923,295(千升千升)03 1-6109,9033,0663,15257,

10、78044,633产品分销产品分销02 1-691.50%20.00%29.00%75.20%54.30%(%)03 1-695.10%19.90%24.10%74.50%74.90%购买频率购买频率02 1-610.11.82.98.44.6(No. of purchase)03 1-69.51.62.674.8每次购买量每次购买量02 1-64.32.61.84.33.8(升升)03 1-64.93.924.55.1家庭家庭每次购买量每次购买量02 1-642.94.85.135.917.6(升升)03 1-646.86.25.331.421.4平均价格平均价格02 1-64.285.43

11、.65.3(RMB/升升)03 1-64.68.153.75.5白奶的主要包装形式白奶的主要包装形式Beijing2.9%68.0%68.8%52.6%40.6%2.9%2.4%2.8%3.8%7.6%24.3%20.7%0%10%20%30%40%50%60%70%80%90%100%01 7-1202 1-603 1-6利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋利利乐枕乐枕白奶市场增长速度高于白奶市场增长速度高于2002年同期水平年同期水平TFA growing fast & become a big threat to PPP3066.561994.865879.457780.5188

12、56.023294.844632.62669.42332.76941.83151.83630.202000040000600008000010000012000001 7-1202 1-603 1-691,129109,903+15%95,809+5%Beijing白奶销售渠道：传统渠道趋于萎缩，大白奶销售渠道：传统渠道趋于萎缩，大卖场和礼品市场呈上升趋势卖场和礼品市场呈上升趋势Although traditional channels share is declining, grocery/food stores stilling playing a key role 21.3%17.6%1

13、6.4%23.1%23.5%21.0%3.0%14.8%11.6%1.0%2.3%7.6%13.9%11.5%2.2%3.0%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6送送奶奶入入户户礼品礼品工作工作单位单位自由市自由市场场/小小贩贩批批发发杂货店杂货店/食品店食品店大大卖场卖场超市超市Beijing北京白奶市场前北京白奶市场前10位品牌位品牌Top 10 Brand54.01%19.94%7.83%4.27%2.88%1.35%1.26%0.97%6.84%0.65%品牌品牌1品牌品牌2品牌品牌3品牌品牌4品牌品牌5品牌品牌6品牌品牌7品牌品牌

14、8品牌品牌9OthersTotal: 109,903 tons(1-6/03)610ton/dayFlavored Milk风味奶风味奶2.0%0.6%67.5%91.4%3.5%13.2%14.5%2.7%1.7%0.7%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6塑料瓶塑料瓶利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋利利乐枕乐枕塑料袋包装风味奶增长很快（销量塑料袋包装风味奶增长很快（销量+240%）Plastic Pouch growing drastically, mainly by Sanyuan malt flavor in PPP108.68

15、7.0777.2368.33623.412429.589.990.3709.6476.60200040006000800010000120001400002 1-603 1-65,36413,605+153%BeijingOverall Market利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋利利乐枕乐枕市市场容量场容量02 1-65,3647097773,62390(千升千升)03 1-613,60547636812,42990产品分销产品分销02 1-641.40%8.40%12.20%27.90%2.20%(%)03 1-658.60%7.40%8.90%50.10%2.20%购买频率购买频率0

16、2 1-63.322.531.4(No. of purchase)03 1-64.31.724.31.2每次购买量每次购买量02 1-61.61.811.81.2(升升)03 1-62.21.50.82.31.4家庭家庭每次购买量每次购买量02 1-65.33.52.65.31.7(升升)03 1-69.42.61.7101.7平均价格平均价格02 1-65.5874.56(RMB/升升)03 1-64.47.75.74.15.9风味奶的主要包装形式风味奶的主要包装形式Beijing北京风味奶市场前北京风味奶市场前10位品牌位品牌Top 10 Brand64.93%12.32%3.56%3.0

17、6%2.47%2.03%2.01%1.38%6.28%0.98%0.98%品牌品牌1品牌品牌2品牌品牌3品牌品牌4品牌品牌5品牌品牌6品牌品牌7品牌品牌8品牌品牌9品牌品牌10OthersTotal: 13,605 tons(1-6/03)75ton/dayYoghurt / Yoghurt Drink /LAD酸奶和酸奶饮料酸奶和酸奶饮料13.0%21.4%7.1%5.1%43.7%28.7%30.9%21.7%2.6%1.8%11.7%10.7%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6玻璃瓶玻璃瓶塑料瓶塑料瓶塑料杯塑料杯利利乐砖乐砖屋屋顶包

18、顶包塑料袋塑料袋北京酸奶市场增长幅度北京酸奶市场增长幅度23%，市场总量居，市场总量居全国首位全国首位Plastic Cup growing quickly and RGB also show a fast increase3305.46700.41816.01592.729673342.311097.38989.45513.49663.6448.0814.00500010000150002000025000300003500002 1-603 1-625,40031,306+23%Beijing市市场总量场总量玻璃瓶玻璃瓶塑料杯塑料杯利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋市市场容量场容量02

19、1-625,4003,3055,5134482,96711,097(千升千升)03 1-631,3066,7009,6648143,3428,989产品分销产品分销02 1-678.80%10.60%58.10%6.40%30.80%61.00%(%)03 1-683.10%19.60%69.80%9.00%29.70%56.80%购买频率购买频率02 1-66.13.53.61.52.64.2(No. of purchase)03 1-66.43.44.51.42.63.6每次购买量每次购买量02 1-61.73.71.11.91.51.8(升升)03 1-61.841.22.61.71.8

20、家庭家庭每次购买量每次购买量02 1-610.712.83.92.947.5(升升)03 1-612.213.85.53.64.66.4平均价格平均价格02 1-66.26.79.578.43.9(RMB/升升)03 1-66.25.9877.94酸奶市场总体价格水平呈下降趋势酸奶市场总体价格水平呈下降趋势YD/LAD Key PackagesBeijing乳酸菌饮料下降，酸奶乳酸菌饮料下降，酸奶/酸奶饮料酸奶饮料上升上升Yoghurt/ Yoghurt drink continuously grow while LAD is shrinking92%3%5%YoghurtYDLAD总量总量:

21、 31,324 吨吨(1-6/03)174 吨吨/日日94%6%YoghurtLAD总量总量: 25,433 吨吨(1-6/03)142 吨吨/日日+23%北京酸奶北京酸奶/YD/LAD市场前市场前10位品牌位品牌Top 10 Brand20.97%15.60%10.88%7.83%7.40%4.53%2.83%1.98%25.22%0.89%1.88%品牌品牌1品牌品牌2品牌品牌3品牌品牌4品牌品牌5品牌品牌6品牌品牌7品牌品牌8品牌品牌9品牌品牌10Others总量总量: 31,324 吨吨(1-6/03)174 吨吨/日日14.4%7.8%7.4%5.6%4.6%2.8%2.3%25.8

22、%26.1%1.5%1.7%品牌品牌1品牌品牌2品牌品牌3品牌品牌4品牌品牌5品牌品牌6品牌品牌7品牌品牌8品牌品牌9品牌品牌10Others总量总量: 26,166 吨吨(7-12/02)145 吨吨/日日+20%Milk Powder奶粉奶粉仅有婴儿配方奶粉销量有所上升仅有婴儿配方奶粉销量有所上升Only milk powder for infant showing a growth12331091225315201147020040060080010001200140016001800200002 1-603 1-6For ToddlerFor infantFor adult-6%1,6

23、591,553Beijing现代渠道销量超过现代渠道销量超过50%Modern retails taken half share while traditional channels are shrinking27.9%26.1%12.2%25.1%26.3%18.5%2.2%28.0%23.5%2.1%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6 HOME DELIVERY FREE SAMPLE GROCERY/FOOD ST HYPERMARKET SUPERMARKET/CVSBeijingOverall MarketTin/CanPouc

24、hMarket size02 1-61,6583961,258(tons)03 1-61,5533221,223Penetration02 1-633.60%7.90%29.30%(%)03 1-631.80%5.10%28.90%Frequency02 1-62.31.52.3(No. of purchase)03 1-62.11.62.1Volume per shopping02 1-60.91.30.8(kg)03 1-60.91.60.8Volume per buying HH 02 1-622.11.8(kg)03 1-622.51.7Average Price02 1-652.28

25、1.343.1(RMB/Kg)03 1-656.9101.844.8Milk Powder Key PackagesBeijingShare of Tin/Can is lower than SHs & still decreasing while pouch also experiencing a decline trend365.8396.3321.81665.11257.81222.81.94.18.60500100015002000250001 7-1202 1-603 1-6OthersPouchTin/Can18.0%23.9%20.7%81.9%75.8%78.7%0.1

26、%0.3%0.6%0%10%20%30%40%50%60%70%80%90%100%01 7-1202 1-603 1-61,6591,5532,033-18%-7%Beijing2003年年1-6月北京乳品市场总结月北京乳品市场总结Summary2003年年1-6月月 北京液态乳制品市场北京液态乳制品市场 较之于2002年1-6月，2003液态乳制品销售量增长22%；北京液体奶市场前4位品牌占据85%的市场份额，处于互相争夺市场份额的态势，竞争激烈；白奶市场：更多的家庭饮用白奶，家庭渗透率增长11%；利乐无菌枕的增长达到利乐无菌枕的增长达到90%，带动了市场成长，压缩了塑料袋的市场带动了市场成长，压缩了塑料袋的市场空间，空间，并夺取了并夺取了40%市场份额；市场份额；巴氏塑料袋仍占市场主导地位巴氏塑料袋仍占市场主导地位,其份额为其份额为51.2%, 但同时它的市场正逐但同时它的市场正逐渐被其他包装所挤占；渐被其他包装所挤占；TBA白奶销量增长白奶销量增长31%，家庭渗透率增长，家庭渗透率增长15%，购买频率及单次购买，购买频率及单次购买量均有所上升，同时零售价总体水平下降量均有所上升，同时零售价总体水平下降9%； 对利乐无菌砖而言对利乐无菌砖而言, 现代零售和礼品市场的销售具有重要意义现代零售和礼品市场的销售具有重要意义.200