行业研究报告-零售调研(尼尔森)

1、1Copyright 2003 ACNielsena VNU companyLiner Category Overview雨天阳光搜集整理http:/ 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Sales & Price Trend, NationalMarket Growth Rate Slow Down7908558809931053 1043 10271084 1087 1080105410321090164175177 190 199 192 185 190190191 186 179 1840.21 9 0.190

2、.18 0.18 8 0.180.17 0.170200400600800100012001400160018002000ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0300.00.25Volume Sales(Mil Pcs)Value Sales(Mil.Rmb)Rmb/Pcs%Sales Growth( MAT ON03 vs ON02 )+10% - in volume0% - in value雨天阳光搜集整理http:/ 2003 ACNielsena VNU company雨天阳光搜

3、集整理http:/ Segment Importance & Growth, NationalUltra Thin/Breathable More Welcome With Importance Increasing10.89.864.561.427.410.81.71.469.466.52123.818MAT ON02MAT ON03MAT ON02MAT ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Volume baseMAT %Growth7%46%2%2%-8%Value base-2%31%-8

4、%-9%-15%雨天阳光搜集整理http:/ 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Prod. Segment Importance, Nat.9.4 12.5 9.4 11.9 11.0 11.7 12.0 10.0 71.571.470.7 66.966.0 65.0 64.064.0 65.864.563.417.518.0 19.322.425.412.01.51.971.470.615.416.115.026.223.724.021.521.1ON

5、01 DJ02 FM02 AM02JJ02AS02 ON02 DJ03 FM03 AM03JJ03AS03 ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Volume base雨天阳光搜集整理http:/ 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Prod. Segment Importance, Nat.1011.5 9.9 11.1 11.2 11.3 11.6 1.368.367.26764.96463.1 61.9

6、60.4 61.760.9 22.42529.312.41.51.768.367.819.218.817.629.728.328.42423.2ON01 DJ02 FM02 AM02JJ02AS02 ON02 DJ03 FM03 AM03JJ03AS03 ON03Liner UTBLiner UTNBLiner Slim LongLiner Slim Reg.Value base雨天阳光搜集整理http:/ 2003 ACNielsena VNU company雨天阳光搜集整理http:/ ShareValue ShareLiner, Nation

7、al Top Brands ShareCarefree Leading Share Maintain; Small Locals Gained Share YearlyMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE 16.917.10.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISPERYIMUCAOSOFT1.22.21LADY CARE2.71.9-0.8BESTHAO S.S.1.71.70O.BR

8、AND36.937.10.2CAREFREE 18.618.6-0.1SOFY16.916-0.8ANERLE11.411.80.4WHISPERC&B7.35-2.4YIMUCAOLADY CARE 3.72.8-0.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O.BRAND30.730.90.27Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Top Brand Vol. Share Trend, Nat.Carefree Maintain Leading Sh

9、are Position And Share Stagnant In Latest Half Year58.557.357.252.456.251.6545353.154.653.549.650.320.816.716.815.717.516.516.616.317.816.717.916.818.917.416.718.815.216.416.415.917.613.410.910.410.699.7109.79.296.95.44.83.344.94.818.41715.314.89.84.

10、83.90510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPERTop 5 All(Liner Base)YIMUCAO0.60.82.633.13.4SOFT0.81.92.1LADY CAREBEST1.3HAO S. S.

11、 1.41.81.5O.BRAND35.936.737.239.435.736.735.83735.434.336.940.439.78Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Top Brand Val.Share Trend, Nat.Same As Value63.762.462.857.960.257.158.558.158.259.957.95454.823191917.518.818.317.417.619.818.812.310.711.4

12、1111.41211.912.1118.619.31415.115.60510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPERTop 5 All(Liner Base)YIMUCAO3.9SOFT0.91.0

13、1.91.9LADY CARE 3.0BEST1.00.82.01.0HAO S. S. 2.0O.BRAND30.231.031.033.230.931.931.231.730.534.59Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Top Brand Distribution

14、Trend, Nat.Distribution Compete Head With Key Competitors4444444546454747444343444345474642444747444343373434333129323030292725293636383837394042403941444644414626420102030405060ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPERWeighted DistributionYIMUCAO4557810101

15、41516171820SOFT3436111212131312111112LADY CARE35353436363335363533313033BEST20181718171720212119171614HAO S. S. 6781013121315151414121310Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Top Brand Price Trend-NationalKey Competitors Price Maintain Stable During Latest YearRmb/PcsON01ON02DJ03FM03AM

16、03JJ03AS03ON03CAREFREE00.190.19SOFY70.180.17ANERLE20.210.21C&B60.150.15WHISPER0.4010.21YIMUCAO80.190.19SOFT70.170.15LADY CARE0.270.270.

17、260.270.260.260.270.26BEST20.120.13HAO S. S. 60.150.15O.brand 60.150.1511Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Variant Sales&Growth, Nat.76.76.5 5.64.

18、63.91.903.33.720.816.716.815.717.516.518.416.616.317.816.717.917ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03T SHAPEDRAPABLESUPER BSUPER NBLONGJIBENXINVolume SalesValue Sales8.1 6.6 4.94.2

19、5.34.552319 1917.518.818.319.317.417.619.818.819.218.6ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0312Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Carefree Variant Share, NationalVariant Share Stable In Latest Half Year7.27

20、. 1.903.33.720.816.716.815.717.516.518.416.616.317.816.717.917ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03T SHAPEDRAPABLESUPER BSUPER NBLONGJIBENXINVolume Share(Liner Base)Value Share7.37.

21、77.28.1 6.6 04.552319 1917.518.818.319.317.417.619.818.819.218.6ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0313Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Variant Distribution & P

22、rice,Nat.Drapable High Price Could Be An Issue to Prevent Our Share Further Improvement44 44 444546454647 474443 434441 41 4142 42 424446444240 404122 22 2220 201918192119 19 19 1937 37 37 3739 394140 403837 37392831323133 33 33 333433323334018272931330121617 171516 16 1613ON01DJ02FM02AM02JJ02AS02ON

23、02DJ03FM03AM03JJ03AS03ON03CarefreeJIBENXINLONGSUPER N-BSUPER BDRAPABLET SHAPEWeighted DistributionRmb/Pcs0.220.23 0.230.22 90.180.390.280.29 0.290.28 0.28 0.28 0.28 0.280.20.190.18 0.180.17 0.17 0.17 4 0.240.25 0

24、.190.270.260.25 30.15ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0314Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Whisper Variant Share, National 0.5 0.5 0.4 0.3 0.4 0.3 0.1 0.1 03.344.94.83.9ON01DJ02FM02AM02JJ

25、02AS02ON02DJ03FM03AM03JJ03AS03ON03TANGAGREENCOTTON SOFTBLACKALLDAYS1.10.30.2 0.2 4.64.64.60.50.20004.9ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03Volume

26、Share(Liner Base)Value Share15Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Variant Distribution & Price,Nat.2936 3638 38373940424039414229 29 29 292826282723211575273133343336394140394041ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03WHISPERALLDAYSBLACKCOTTON SOFTWeighted Distributio

27、nRmb/Pcs0.390.390.40.380.390.380.380.380.370.380.390.370.410.640.620.590.590.580.580.590.580.540.460.480.4 0.2 0.2 0.2 0.2 0.2 0.2AS01ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS0316Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Variant Share, NationalShare Decline On

28、Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share Yearly0.1 0.7 1.2 1.6 1.7 1.8 1.81.313.315.914.612.913.911.711.51212.111.413.39.3110.318.917.416.718.815.215.316.4 16.415.917.614.813.416.8ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TOU QIROU MIANREGFRESHGREE TEAVolume Sh

29、are(Liner Base)Value Share0.1 0.9 1.72.2 2.1 2.3 2.31.713.515.413.812.312.911.310.911.511.510.711.88.910.50.417.418.717.116.516.916.816.217.11415.1AS01ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS0317Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Variant Share, NationalGreen Tea Pr

30、ice Position In Medium Range38 38 3841 41404144434241 41441123293031303236 36 3639 393840434240 403942292829323028313332 32 32331826ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03SOFYFRESHREGROU MIANTOU QIGREEN TEAWeighted DistributionRmb/Pcs0.220.2 70.180.170.

31、2 9ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0318Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Share By Price Tier, NationalMedium and Low Price Dominate the Ma

32、rket; While Premium Gained Importance Yearly27.328.748.54518.421.8020406080100120MAT ON02MAT ON030.35rmb/pcs19.821.348.443.621.727020406080100120MAT ON02MAT ON030.35rmb/pcsVolume BaseValue BaseNote, price is judged down to sub brand level.19Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ 0.200.2

33、5Rmb/pcs Share By Brand, Nat.Share Driven By MNBMAT ON02 MAT ON03 MAT ON02 MAT ON030.200.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER4.8SOFY5.2TOU QI1.8FRESH2.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue Share20Copyright 2003 ACNielsena VNU compa

34、ny雨天阳光搜集整理http:/ Sales Growth By City25.425.237.937.66.725.124.430.5333230.435.36.3MAT ON02MAT ON03MAT ON02MAT ON03TownBCD CityA City4 City10%0%6%7%7%13%-7%13%-1%4%Volume baseValue baseMAT %Growth21Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Key Brand Volume Share By CityCarefree S

35、hare Stagnant Across City4 CityA CityBCD CityTownVol.% +/- % YAVol.% +/- % YAVol.% +/- % YAVol.% +/- % YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0.315-5.34.8ANERLE3.5-0.29.8-0.93.3WHISPER0.43.411.71.2C&B6.1-2.26.3-0.54.9-2.70.7-1.4YIMUCAO0.3-0

36、.6SOFT0.70.41.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST0.62.1-HAO S. S.2.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.822Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Key Brand Vol. Share by City TierCarefree Share Stagnant All City Tier(Liner Base)30.728

37、.42729.52932.23125262927.329.223.823.23.944.75.45.555.24.801020304050607080ON02DJ03FM03AM03JJ03AS03ON034 City18.31716.616.616.617.115.815.514.512.599.910.79.84.95.10102030405060ON02DJ03FM03AM03JJ03AS03ON03A Ci

38、ty1210.7118.910.314.314.213.814.312.711.83.705101520253035404550ON02DJ03FM03AM03JJ03AS03ON03BCD City8.99.611.87.411.510.712.91.40510152025303540

39、ON02DJ03FM03AM03JJ03AS03ON03TownCarefreeSofyWhisperAnerleC&B23Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Sales Growth By RegionSize Grew Fast In West/South21.423.724.723.615.220.518.437.537.340.639.927.727.913.114.913.5MAT ON02MAT ON03MAT ON02MAT ON03WestNorthEastSouth10%0%25%12%-14%-3%

40、1%23%11%8%Volume baseValue baseMAT %Growth24Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Key Brand Vol. Share by Region(Liner Base)22.620.722.923.423.323.620.719.718.116.415.314.712.916.913.41314.314.314146.46.2010203040506070ON02DJ03FM03AM03JJ03AS03ON03South16.214.614.8161

41、4.719.21917.922.716.1164.54.43.30102030405060ON02DJ03FM03AM03JJ03AS03ON03East22.218.916.520.118.918.719.211.914.114.916.316133.50102030405060ON02DJ03FM03AM03JJ03AS03ON03North11

42、.21210.811.39.610.611101011.510.8107.78.520.922.319.12118.916.54.93.10102030405060ON02DJ03FM03AM03JJ03AS03ON03WestCarefreeSofyWhisperAnerleC&B25Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/- % Y

43、AVol.%+/- % YAVol.%+/- % YAVol.%+/- % YACAREFREE0.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.71.5ANERLE13.9-6.5-0.919.3-3.7WHISPER4.4-0.1C&B-3.85.4-2.1101.5YIMUCAO4.21.6SOFT0.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1

44、BEST0.90.42-1.20.1HAO S. S.2.5-0.61.80OTHERS29.73.740.4-35.9-1.126Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Share by Pack Share, National51.247.41229.630.210.810.18020406080100120MAT ON02MAT ON03125pcs 2639pcs 4060pcs 80pcs 51.748.58.41330.30204060801

45、00120MAT ON02MAT ON03125pcs 2639pcs 4060pcs 80pcs Volume BaseValue Base27Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Overview, LinerlTotal category size came to stable in the past one year (Threat)lUltrathin Breathable product become more popular(Opportunity), size increased rapidly and gain

46、ing share continuously from others.(accounted 27%in volume and 30% in value)lLow and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.20.25rmb/pcs) importance increasing, which was driven by MNB premium lines28Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Overview,

47、 LinerlCarefree leading position and share stable in year trend(Strength)-Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issue-Share stagnant in all city tier(challenge)lSofy lose shar

48、e to small local brands and struggled in No.2 in last year-Fresh launch not help it share gain, while Regular share in declining trend(Opportunity)-Green Tea new launch and was firstly captured in ON03 scored small share, and priced medium29Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Carefre

49、e Can Further Improve In Developed City By Gaining On Sofy?lOpportunity exploration in BCD marketlSofy Green Tea Launch Review30Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City31Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Key Brand Volume Share In 4+ASofy Is

50、Our Key Competitor In Developed City23.521.320.92322.623.823.420.120.921.620.821.417.75.44.9010203040506010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003WHISPERSOFYCAREFREEANERLE7.1C&B5.8YIMUCAO2.6LADY

51、 CARE2.4ABC32Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Carefree vs Sofy Variant Share, Key CityOpportunity To Grab Share From Sofy Reg.; Drapable Litter Further ImprovementCarefreeSofy21.615.815.616.215.416.612.614.720.921.620.821.417.

52、719.720.1ON02DJ03FM03AM03JJ03AS03ON03TOU QIROU MIANREG FRESHGREEN TEAVolume Share(Liner Base)8.52.73.532.72.504.95.523.521.320.92322.623.823.4ON02DJ03FM03AM03JJ03AS03ON03DRAPABLESUPER BSUPER NBJIBENXIN 33Copyright 2003 ACNielsena VNU company雨天阳光

53、搜集整理http:/ vs Sofy UT Price Comparison, 4+ACarefree Super NB Price Down Trend and Competitive vs Sofy Reg0.20.18 0.18 0.180.17 0.17 7 0.17 5 70.240.260.280.310/11-200212/01-200302/03-200304/05-200306/0

54、7-200308/09-200310/11-2003JIBENXIN SUPER NBSUPER BDRAPABLE4 2 0.22 0.220.17 0.170.16 6 1 60.280.310/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003GREEN TEAFRES

55、HREG ROU MIANTOU QICarefreeSofyRmb/Pcs34Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Super NB vs Sofy Reg. SKU Share & Price4+A CitiesCarefree Share Behind Sofy On SKU Level, While Price CompetitiveVolume Share50.15ON02DJ03FM03AM03JJ03AS03ON03Carefree Super NB 6.15.17

56、.46.3Sofy Regular15.815.616.215.416.612.614.7ON02JJ03AS03ON060.1640pcs SC40pcs UNSC0.640pcs SC40pcs UNSC0.82X40pcs SC2.32X40pcs UNSC

57、1.92X40pcs SC2.93.742X40pcs UNSC32.94121212.812121212.81212.812.8121212.812.81212Rmb/Pcs (Rmb/Pck)In4+A, 2*40pcs pack importance is about 10% in volume and maintain yearly 35Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http:/ Super NB vs Sofy Reg. SKU Distribution4+A Cities-ON03C

58、arefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?GZ-H/S SH-H/S BJ-H/SCD-H/S/D A-H/SCarefree Super NB759393956540pcs SC74878275542X40pcs SC527972683840pcs UNSC73876659392X40pcs UNSC4785672933Sofy Regular869594897040pcs SC80639187572X40pcs SC567956513940pcs UNSC41407628532

59、X40pcs UNSC5379565143GZ-H/S SH-H/S BJ-H/SCD-H/S/D A-H/S6.825.416.6179.711.68.64.55.424.39.76.7Weighted DistributionSIH (Vol% per Dist.)36Copyright 2003 ACNielsena VNU company雨天阳光搜集整理http

60、:/ Drapable SKU Sales & Share, 4+A2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On User0500010000150002000025000300003500010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-20032X30pcs SC1X30pcs SC2X30pcs UNSC1X30pcs UNSC012345610/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-20032X30pcs SC1X30pcs SC