广州乳业市场分析

1、广州乳业市场介绍广州乳业市场介绍市场: 广州品类: 白奶, 风味奶, 酸奶,酸奶饮料 期间: 2002 和 2003年1-6月2Source: TNS Consumer Panel 2003 Guang Zhou39%33%25%3%0%AdvancedUpper valueLower ValueEmerging UnreachableTotal Non-agri. Population: 6mioThousand*Rich index is calculated on the basis of workers annual wages *Non-Agri population in each

2、 district or county are adjusted according to citys 5th population censusDistrict/CountyTotal population(incl. Agri. Pop.)Non-agricultural populationRich Index全市：全市：99436000100番禺区79379白云区73593增城市69462海珠区68978花都区51564东山区51387天河区46999从化市45357荔湾区44174越秀区37084黄埔区17493芳村区154863Source: TNS Consumer Panel

3、2003 广州：广州：中、高收入消费者人数总计为中、高收入消费者人数总计为427万万Source: 2002 Statistic Yearbook of China & TP China Analysis By mio peopleXinjiangQinghaiGansuInner MongoliaNingxiaSichuanYunnanGuangxiGuizhouHainanHunanJiangxiFujianZhejiangHubeiShaanxiShanxiLiaoningJilinHeilongjiangShandongJiangsuAnhuiHenanTibetBeijing

4、ShanghaiTianjinGuangdongHebeiChongqing2-4 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: 4.274Source: TNS Consumer Panel 2003 除乳酸饮料外，所有品类健康增长除乳酸饮料外，所有品类健康增长All categories growing healthily except for LAD175611851019820733.91287.6306739835145170611091

5、02805000100001500020000250003000001 1-602 1-603 1-6乳酸乳酸饮料饮料酸奶酸奶/酸奶酸奶饮料饮料风味奶风味奶白奶白奶24,33527,280+12%22,334+9%* For 2001 data, only liquid milk(Incl. White milk & flavor milk) data available.Guangzhou5Source: TNS Consumer Panel 2003 虽然虽然2003年的销量与年的销量与2002年同期相比增年同期相比增长很快，但销售额的增长幅度有很大下降长很快，但销售额的增长幅度有

6、很大下降961511526.19.7313845119705010015020025001 1-602 1-603 1-6酸奶酸奶饮料饮料酸奶酸奶风味奶风味奶白奶白奶203.2214.3+5.5%138.2+47%* For 2001 data, only liquid milk(Incl. White milk & flavor milk) data available.Guangzhou6Source: TNS Consumer Panel 2003 15.60%13.6%9.6%11.80%11.0%12.1%7.1%64.1%3.9%3.1%2.6%6.70%6.1%56.40

7、%62.0%2.8%4.70%4.50%0%10%20%30%40%50%60%70%80%90%100%01 1-602 1-603 1-6玻玻璃璃瓶瓶塑料塑料瓶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利乐砖持续增长，并继续保持领导品牌利乐砖持续增长，并继续保持领导品牌Guangzhou24,33527,28022,334+9%+12%3491.43299.92608.62628.12673.93311.11935.717479.71045.1676.41068.8999.9721.81499.41483.012594.515087.7744.8050001000015000200

8、00250003000001 1-602 1-603 1-67Source: TNS Consumer Panel 2003 25.00%16.30%11.60%15.70%10.50%11.80%9.30%59.80%4.60%2.50%2.20%11.70%8.60%34.20%57.70%3.20%6.80%6.00%0%10%20%30%40%50%60%70%80%90%100%01 1-602 1-603 1-6玻玻璃璃瓶瓶塑料塑料瓶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虽然销售量增长很快，但销售额增长幅度放虽然销售量增长很快，但销售额增长幅度放慢慢Guangzhou2

9、03.2214.3+5.5%138.2+47%34.533.124.921.721.425.419.8128.29.46.69.98.34.816.217.547.3117.25.10.105010015020025001 1-602 1-603 1-6White Milk 白奶白奶YogurtFlavor Milk9Source: TNS Consumer Panel 2003 15.8%13.8%9.3%6.1%4.8%7.7%3.3%5.2%3.5%2.9%75.9%73.5%67.5%5.3%2.5%0%10%20%30%40%50%60%70%80%90%100%01 1-602 1

10、-603 1-6玻玻璃璃瓶瓶塑料塑料瓶瓶利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋利乐砖占主导地位，并且在销量和市场份利乐砖占主导地位，并且在销量和市场份额上均有上升额上均有上升2776.02555.01837.01066.9888.21525.315052.6932.7650.7910.311850.013596.3467.4655.6578.30200040006000800010000120001400016000180002000001 1-602 1-603 1-618,51019,820+7%17,561+5%Guangzhou10Source: TNS Consumer Panel 2

11、003 Overall Market玻玻璃璃瓶瓶利利乐砖乐砖塑料塑料瓶瓶利利乐枕乐枕市市场容量场容量02 1-618,5102,55513,596882259(千升千升)03 1-619,8201,83715,0531,525113产品分销产品分销02 1-682.50%10.80%75.50%22.40%4.40%(%)03 1-688.30%8.60%81.80%30.00%2.90%购买频率购买频率02 1-65.84.54.61.81.5(No. of purchase)03 1-65.74.34.51.91.2每次购买量每次购买量02 1-634.131.73.2(升升)03 1-6

12、33.83.12.12.5家庭家庭每次购买量每次购买量02 1-617.318.413.93.14.6(升升)03 1-617.116.2143.93平均价格平均价格02 1-68.210.47.886.3(RMB/升升)03 1-67.710.47.476白奶的主要包装形式白奶的主要包装形式Guangzhou11Source: TNS Consumer Panel 2003 品牌品牌1是领导品牌，占据是领导品牌，占据1/3的市场份的市场份额。当地品牌额。当地品牌3排在第排在第3位。位。33.3%34.1%14.6%12.5%14.0%14.5%8.4%8.8%8.4%9.0%4.4%4.3%

13、3.6%3.3%3.4%2.4%2.0%2.5%0.9%1.0%0%10%20%30%40%50%60%70%80%90%100%Value shareVolume share品牌品牌10品牌品牌9品牌品牌8品牌品牌7品牌品牌6品牌品牌5品牌品牌4品牌品牌3品牌品牌2品牌品牌1Guangzhou12Source: TNS Consumer Panel 2003 大卖场增长很快，并逐步挤压传统渠道大卖场增长很快，并逐步挤压传统渠道的市场份额的市场份额25.9%25.8%25.7%32.6%19.5%16.6%6.8%2.7%2.1%1.5%1.8%3.8%11.7%8.7%5.2%4.1%0%1

14、0%20%30%40%50%60%70%80%90%100%02 1-603 1-6送奶入送奶入户户礼礼品品工作工作单元单元自由市自由市场场批批发发杂货店杂货店大大卖场卖场超市超市Guangzhou按消费者收入分类的按消费者收入分类的包装产品分析包装产品分析- 利乐砖利乐砖14Source: TNS Consumer Panel 2003 Income level(RMB/Month/HH)按收入水平的利乐砖购买量按收入水平的利乐砖购买量000 Liter11672901373157989683502364669370200040006000800010000300002 1-603 1-6-

15、17%+21%+20%虽然总量增长很快，但对于低收入阶层虽然总量增长很快，但对于低收入阶层的购买量依然很低的购买量依然很低-2%Guangzhou按消费者收入分类的按消费者收入分类的包装产品分析包装产品分析- 塑料瓶塑料瓶16Source: TNS Consumer Panel 2003 Income level(RMB/Month/HH)Plastic Bottle Purchase Volume by Income Level000 Liter7124124133512728438972502004006008001000300002 1-603 1-6+79%+18%+116%较高收入的

16、人群是塑料瓶的主要消费者较高收入的人群是塑料瓶的主要消费者，并带动增长，并带动增长+61%GuangzhouWhite MilkYogurtFlavor Milk 风味奶风味奶18Source: TNS Consumer Panel 2003 1.1%6.2%19.4%13.1%8.7%5.5%1.40%1%56.5%50.4%16.6%17.0%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6玻玻璃璃瓶瓶塑料塑料瓶瓶利利乐砖乐砖屋屋顶包顶包塑料袋塑料袋铁罐铁罐利乐砖的高速增长是风味奶市场增长的驱动利乐砖的高速增长是风味奶市场增长的驱动力力8.279.

17、5142.5168.2121.6218.663.670.810.212.6369.6727.9020040060080010001200140002 1-603 1-67341,288+75%Guangzhou19Source: TNS Consumer Panel 2003 Overall Market塑料塑料瓶瓶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 1-673414237012164(千升千升)03 1-61,28816872821971产品分销产品分销02 1-626.70%7.10%13.10%6.60%3.50%(%)03 1-635.50%8.60%18.90%

18、11.60%3.60%购买频率购买频率02 1-61.81.21.51.32.4(No. of purchase)03 1-61.91.21.61.32.4每次购买量每次购买量02 1-61.21.31.41.10.6(升升)03 1-61.41.21.81.10.6家庭家庭每次购买量每次购买量02 1-62.11.62.21.41.4(升升)03 1-62.81.52.91.41.5平均价格平均价格02 1-68.38.48.29.47.2(RMB/升升)03 1-67.68.77.38.17.2风味奶的主要包装形式风味奶的主要包装形式Guangzhou20Source: TNS Consu

19、mer Panel 2003 本地品牌本地品牌1是市场领导者，但面临众是市场领导者，但面临众多外来品牌的挑战多外来品牌的挑战28.4%26.1%13.0%11.3%10.2%12.1%7.0%6.5%5.2%5.5%4.9%4.5%4.0%3.7%2.5%3.2%2.2%2.3%2.2%2.4%0%10%20%30%40%50%60%70%80%90%100%Value shareVolume share品牌品牌10品牌品牌9品牌品牌8品牌品牌7品牌品牌6品牌品牌5品牌品牌4品牌品牌3品牌品牌2品牌品牌1Guangzhou21Source: TNS Consumer Panel 2003 大卖

20、场增长很快，并成为主要渠道大卖场增长很快，并成为主要渠道26.9%22.9%27.6%43.8%17.8%10.7%8.7%5.9%2.4%6.0%0.7%2.7%4.2%5.8%6.9%1.8%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6其其它它免免费样品费样品礼礼品品自由市自由市场场批批发发杂货店杂货店大大卖场卖场超市超市Guangzhou22Source: TNS Consumer Panel 2003 平均零售价平均零售价 (人民币人民币/升升)8.48.48.29.47.268.77.38.17.2024681012玻玻璃璃瓶瓶塑料塑料瓶

21、瓶利利乐砖乐砖屋屋顶包顶包塑料塑料瓶瓶02 1-603 1-6Normal Size: 195ml 1000/500/ 1000/500 980/500/ 227ml 250ml 250ml 250ml RMB/Liter冷藏包装产品的零售价格下降很快，但仍冷藏包装产品的零售价格下降很快，但仍高于常温产品高于常温产品02,1-6 03,1-6Total Ambient: 8.3 7.5Total Chilled: 8.5 7.8Guangzhou按消费者收入分类的按消费者收入分类的包装产品分析包装产品分析- 利乐砖利乐砖24Source: TNS Consumer Panel 2003 Inc

22、ome level(RMB/Month/HH)TBA Purchase Volume by Income Level000 Liter3274114149571782542400100200300400500300002 1-603 1-6+78%+140%+61%利乐砖的购买量增加很快利乐砖的购买量增加很快+123%GuangzhouPackage Analysis by Income Group- Plastic Bottle26Source: TNS Consumer Panel 2003 Income level(RMB/Month/HH)Plastic Bottle Purchase

23、 Volume by Income Level000 Liter2024267320395059050100150200300002 1-603 1-6+62%-19%中等收入阶层是塑料瓶的主要购买者中等收入阶层是塑料瓶的主要购买者+92%GuangzhouWhite MilkYogurt 酸奶酸奶/酸奶饮料酸奶饮料Flavor Milk28Source: TNS Consumer Panel 2003 18.5%13.5%14.1%13.0%35.2%36.4%33.0%28.2%2.2%3.9%0%10%20%30%40%50%60%70%80%90%100%02 1-603 1-6玻玻璃

24、璃瓶瓶塑料塑料瓶瓶塑料杯塑料杯利利乐砖乐砖屋屋顶包顶包利乐砖成长最快，并抢占了部分塑料杯的利乐砖成长最快，并抢占了部分塑料杯的份额份额736.7692.0559.0667.587.4199.51447.11809.71121.81699.2010002000300040005000600002 1-603 1-63,9735,143+29%Guangzhou29Source: TNS Consumer Panel 2003 Overall Market玻玻璃璃瓶瓶塑料杯塑料杯利利乐砖乐砖市市场容量场容量02 1-63,9737371,4471,122(千升千升)03 1-65,1436921,8101,699产品分销产品分销02 1-648.70%8.30%36.20%23.30%(%)03 1-661.70%12.30%43.00%28.90%购买频率购买频率02 1-63.32.7