尼尔森-XXXX年零售行业调研-护垫( 68) ppt课件

1、Liner Category OverviewLiner Sales & Price Trend, NationalMarket Growth Rate Slow Down%Sales Growth( MAT ON03 vs ON02 )+10% - in volume0% - in valueLiner Segment Importance & Growth, NationalUltra Thin/Breathable More Welcome With Importance IncreasingVolume baseMAT %Growth7%46%2%2%-8%Value base-2%3

2、1%-8%-9%-15%Liner Prod. Segment Importance, Nat.Volume baseLiner Prod. Segment Importance, Nat.Value baseVolume ShareValue ShareLiner, National Top Brands ShareCarefree Leading Share Maintain; Small Locals Gained Share YearlyMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE16.917.10

3、.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISPERYIMUCAOSOFT1.22.21LADY CARE2.71.9-0.8BESTHAO S.S.1.71.70O.BRAND36.937.10.2CAREFREE18.618.6-0.1SOFY16.916-0.8ANERLE11.411.80.4WHISPERC&B7.35-2.4YIMUCAOLADY CARE3.72.8-0.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O

4、.BRAND30.730.90.2Liner Top Brand Vol. Share Trend, Nat.Carefree Maintain Leading Share Position And Share Stagnant In Latest Half YearTop 5 All(Liner Base)Liner Top Brand Val.Share Trend, Nat.Same As ValueTop 5 All(Liner Base)YIMUCAO3.9SOFT0.91.0

5、1.91.9LADY CARE3.0BEST1.00.82.01.0HAO S. S. 2.0O.BRAND30.231.031.033.230.931.931.231.730.534.5Liner Top Brand Distribution Trend, Nat.Distribution Compete Head With Key Competitors

6、Weighted DistributionYIMUCAO455781010141516171820SOFT3436111212131312111112LADY CARE35353436363335363533313033BEST20181718171720212119171614HAO S. S. 67810131213151514141213Liner, Top Brand Price Trend-NationalKey Competitors Price Maintain Stable During Latest YearRmb/PcsON01ON02DJ03FM03AM03JJ03AS0

7、3ON03CAREFREE00.190.19SOFY70.180.17ANERLE20.210.21C&B60.150.15WHISPER0.4010.21YIMUCAO80.190.19SOFT70.170.15LADY CARE0.270.270.260.270.260.2

8、60.270.26BEST20.120.13HAO S. S. 60.150.15O.brand 60.150.15Carefree Variant Sales&Growth, Nat.Volume SalesValue SalesLiner, Carefree Variant Share, NationalVariant Share Stable In Latest Half YearVolume Share(Liner Base)Value ShareC

9、arefree Variant Distribution & Price,Nat.Drapable High Price Could Be An Issue to Prevent Our Share Further ImprovementWeighted DistributionRmb/PcsLiner, Whisper Variant Share, NationalVolume Share(Liner Base)Value ShareWhisper Variant Distribution & Price,Nat.Weighted DistributionRmb/PcsSofy Varian

10、t Share, NationalShare Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share YearlyVolume Share(Liner Base)Value ShareSofy Variant Share, NationalGreen Tea Price Position In Medium RangeWeighted DistributionRmb/PcsLiner Share By Price Tier, NationalMedium and Low Price Dom

11、inate the Market; While Premium Gained Importance YearlyVolume BaseValue BaseNote, price is judged down to sub brand level.Liner 0.200.25Rmb/pcs Share By Brand, Nat.Share Driven By MNBMAT ON02MAT ON03MAT ON02MAT ON030.200.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER4.8SOFY5.2

12、TOU QI1.8FRESH2.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue ShareLiner Sales Growth By City10%0%6%7%7%13%-7%13%-1%4%Volume baseValue baseMAT %GrowthLiner Key Brand Volume Share By CityCarefree Share Stagnant Across City4 CityA CityBCD CityTownVol.%+/- % YAVol.%+/- % YA

13、Vol.%+/- % 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&B6.1-2.26.3-0.54.9-2.70.7-1.4YIMUCAO0.3-0.6SOFT0.70.41.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST0.62.1-

14、HAO S. S.2.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.8Liner, Key Brand Vol. Share by City TierCarefree Share Stagnant All City Tier(Liner Base)4 CityA CityBCD CityTownCarefreeSofyWhisperAnerleC&BLiner Sales Growth By RegionSize Grew Fast In West/South10%0%25%12%-14%-3%1%23%11%8%

15、Volume baseValue baseMAT %GrowthLiner, Key Brand Vol. Share by Region(Liner Base)SouthEastNorthWestCarefreeSofyWhisperAnerleC&BLiner Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/- % YAVol.%+/- % YAVol.%+/- % YAVol.%+/- % YACAREFREE0.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.

16、71.5ANERLE13.9-6.5-0.919.3-3.7WHISPER4.4-0.1C&B-3.85.4-2.1101.5YIMUCAO4.21.6SOFT0.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-1.20.1HAO S. S.2.5-0.61.80OTHERS29.73.740.4-35.9-1.1Market Share by

17、Pack Share, NationalVolume BaseValue BaseCategory Overview, LinerTotal category size came to stable in the past one year (Threat)Ultrathin Breathable product become more popular(Opportunity), size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30% in value)L

18、ow and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.20.25rmb/pcs) importance increasing, which was driven by MNB premium linesCategory Overview, LinerCarefree leading position and share stable in year trend(Strength)Drapable launch cannibalize share on super esp Non

19、Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issueShare stagnant in all city tier(challenge)Sofy lose share to small local brands and struggled in No.2 in last yearFresh launch not help it share gain, while Regular share in declining

20、 trend(Opportunity)Green Tea new launch and was firstly captured in ON03 scored small share, and priced mediumIssuesHow Carefree Can Further Improve In Developed City By Gaining On Sofy?Opportunity exploration in BCD marketSofy Green Tea Launch ReviewHow Carefree Can Further Improve In Key CityLiner

21、, Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed CityANERLE7.1C&B5.8YIMUCAO2.6LADY CARE2.4ABCLiner Carefree vs Sofy Variant Share, Key CityOpportunity To Grab Share From Sofy Reg.; Drapab

22、le Litter Further ImprovementCarefreeSofyVolume Share(Liner Base)Carefree vs Sofy UT Price Comparison, 4+ACarefree Super NB Price Down Trend and Competitive vs Sofy RegCarefreeSofyRmb/PcsCarefree Super NB vs Sofy Reg. SKU Share & Price4+A CitiesCarefree Share Behind Sofy On SKU Level, While Price Co

23、mpetitiveVolume Share50.15ON02DJ03FM03AM03JJ03AS03ON03Carefree Super NB6.3Sofy Regular15.815.616.215.416.612.614.7ON02JJ03AS03ON060.1640pcs SC40pcs UNSC0.640pcs SC40pcs UNSC6.8

24、7.23.10.82X40pcs SC2.32X40pcs UNSC1.92X40pcs 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 Carefree

25、Super NB vs Sofy Reg. SKU Distribution4+A Cities-ON03Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?Weighted DistributionSIH (Vol% per Dist.)Carefree Drapable SKU Sales & Share, 4+A2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On UserVolume

26、 Sales(000pcs)Volume ShareAntibacterial Importance by Brand GroupAnti.Bacterial Large Contributed By Regional Brand, Which Ad. Highest Importance AllNational Volume ImportanceRegional BrandNational BrandMNB +AnerleIn Anti.bacterial, about 87% volume sales contributed by RB, and its importance

27、 increasing continuously(e.g. Yimucao/Anerle)How Carefree Can Further Improve In Key City Food for ThinkingBy comparing With SofySofy is our key competitor in developed cities, Regular is of its best sellerCarefree Super NB share behind Sofy Reg., due to our less competitiveness of in-store performa

28、nceCarefree Drapable 2X30pcs contributed little sales and share improvement for this lineHow Carefree Can Further Improve In Key CityFood for ThinkingShould understanding, why Sofy-Regular can achieve higher consumer acceptance?Any trade issue, e.g. Display /Facing .Differentiation on product qualit

29、y?Anti-bacteria could be consider for further product improvementExplore Opportunity In BCD CityExplore Opportunity In BCD CitySummaryOpportunity exploration in BCD marketHow is market trend and brand competition in BCD market?Do we offer right product(packsize/variant) and at competitive priceHow i

30、s distribution gap versus Anerle and SofyExplore Opportunity In BCD CityFindingsBCD market stands for about 38% for total China liner market, and yearly sales and importance growing(Opportunity)Small pack(125pcs) stands for 60% market volume importance in BCD market, and popular both modern and trad

31、itional channel; while bigger pack(=40pcs) importance grew slightlySmall pack crowded with a lot of small locals with lower price dominated(Challenge)In Bigger pack group, Sofy and Carefree strong and leading among(Strength)In North, small pack higher importance than in other regionsSlim market rela

32、tive small and importance slightly decline(Threat)East BCD market the most important among followed with South BCD for linerModern Channel importance increasing in BCD as well, while traditional store stands for one third of that market stillExplore Opportunity In BCD CityFindingsAnerle leading in B

33、CD market and leading share maintain stableNoticeable distribution advantage comparing Carefree, which traced to traditional storesAnerle leading share in traditional stores while no advantage in modern channel20pcs contributed most its share and out-stand among all players, distribution should be o

34、ne of the key facts20pcs pack also captured high in-store performance, ?Carefree and Sofy close share competition in BCDBoth Carefree and Sofy focus in modern channel while few performance in traditional storesBoth Carefree and Sofy strong play on 40pcs and 2X40pcs, which indicating high brand loyal

35、tySofy big pack (esp. 2X40pcs) outperformed same story as in 4+A(Threat)Explore Opportunity In BCD CityThinkingTo compete with Anerle 20pcs, we should understand the following points by further explorationHow is its SOSWhy consumer prefer AnerleAny trade issueAs China market, Carefree no share advan

36、tage with Sofy in BCDUltra thin relative less performed than Sofy, same story as in 4&AAgain, improving Ultra thin performance will be critical for us to strengthen our brand shareFor SlimOther than Anerle and Sofy, we are facing a number of small local brands priced relative low and in small pack f

37、orm. Do we any plan to compete with in this sizeable marketKey Brand Share&Price In Nat-BCDAnerle Leading In BCD Market And Share Maintain StableVol %+/- % YARmb/PcsMAT ON03JJ03AS03ON03MAT ON03ANERLE11.813.70.22SOFY10.50.50.18CAREFREE10.1-0.39.5118.90.19YIMUCAO

38、9C&B4.9-4.20.16WHISPER3.40.23SOFT7HAO S. S.2.3-1.90.15BEST2.1-1.80.12ANLE2.80.14O.BRAND16.815.70.13Vol %BCD Channel And Region Vol. Mix, BCDModern Channel Importance Increased; East BCD Most Important Followed With SouthKey

39、Brand Volume Share By Channel, BCDAnerle Leading In G/K, Which Protect Its Share In BCD Where We Are WeakVol %+/- % YAVol %+/- % YAVol %+/- % YAANERLE0.618.61.6SOFY10.50.514.8-22.10.6CAREFREE10.1-0.313.7-0.73.2-1.7YIMUCAO2.81.81C&B4.9-2.75.5-2.74-3.5WHISPER3.40.5SOFT2.6

40、1.1-0.2HAO S.S.2.3-1.2-0.9BEST2.1-0.42.4-ANLE2.42.2O.BRAND223.95.7BCD G/KBCD H/S/DBCD CityKey Brand Distribution By ChannelDistribution Gap Captured In G/K(Weighted Distribution)National Grocery/KioskNational Hyper/Super/Depart.Key Brand Volume Share by

41、 Region, BCDCarefree Relative Strong In South While Behind In OthersVol %+/- % YAVol %+/- % YAVol %+/- % YAVol %+/- % YAANERLE17.8-11.6-5.831.7-1.1SOFY14.13.811.7-3.7CAREFREE18.50.59-1.35.7-1.35.3-0.4YIMUCAO42.40.42-1.1C&B-5.20.4-0.6WHISPER0.8S

42、OFT1.3-0.3HAO S.S.3-3.20.11-0.1BEST0.103-0.92.920.4-0.4ANLE1.432.64.14O.BRAND10.10.713.22.926.35.610.91.5E BCD CityN BCD CityW BCD CityS BCD CityIn West, traditional channel importance relative higher than other regions which stands for 50% of that market.6.23.8Ca

43、refree vs Sofy Weighted Distribution by RegionDistribution Competitive Vs SofyMarket Importance(Volume Base)9.139.922.56.814.97.45Carefree vs Anerle Weighted Distribution by RegionWhile Behind Anerle In South&West9.139.922.56.814.97.45Market Importance(Volume

44、Base)Key Brand Share By Packsize, BCD-H/S/D20pcs Pack Dominated Anerles Sales, Vise Versa On Sofy and Carefree(Volume Share)AnerleCarefreeSofyAnerle Key SKU Share by Channel, BCDSmall Pack Dominated its Line In All Channel(Volume Share)Liner Packsize Importance by Channel=40pcs Pack39.440.1SOFY 15.8

45、11.2CAREFREE 11.310YIMUCAO 0.52.3WHISPER 2.22.9ANERLE 0.81.9SOFT 1.22.8KOTEX C & B 0.71.7CARNATION 1.41.5O.BRAND 0.10.3ANLE 0.10.8Liner 20pcs Pack Key Brand Share&Price, BCD-H/S/DCarefree Price Competitive Than Anerle On 20pcs; While the Majority Of Small Pack Dominated By Locals Which Price Low20pc

46、s Rmb/PckAccumulative volume ShareIn 125pcs pack, 20pcs account 39% volume share out of 48.3% in BCD-H/S/DAnerle vs Carefree 20pcs Share By Market20pcs Share Gap With AnerlesAnerleCarefreeAnerleCarefreeSouth40.25S30.26S40.25GD40.25East40.22E14.840.24

47、0.22E40.22North40.25N50.25N40.23West40.22W161.20.260.22W30.21Rmb/PcsVolume ShareAnerle vs Carefree 20pcs Distribution ComparisonAnerle 20pcs Wider Penetrated esp. In S/N/WWeighted DistributionAnerle vs Carefree 20pcs SIH Comparison, Nat-H/S/DAnerle Win On In-store Performance As Well, ?Volume Share Per DistributionCarefree vs Sofy 40pcs/2X40pcs Share, BCD-H/S/DSofy Outperformed Bigpack