(简体)57零售调研(尼尔森20031011-护垫).ppt

Body Text-28 pt.Bold,Second Level-28 pt.Normal,Third Level-24 pt.Normal,Fourth Level-24 pt.Normal,Title-36pt.Bold,*,Copyright 2003 ACNielsen,a VNU company,Liner Category Overview,Liner Sales&Price Trend,National,Market Growth Rate Slow Down,%Sales Growth(MAT ON03,vs,ON02),+10%-in volume,0%-in value,Liner Segment Importance&Growth,National,Ultra Thin/Breathable More Welcome With Importance Increasing,Volume base,MAT%Growth,7%,46%,2%,2%,-8%,Value base,-2%,31%,-8%,-9%,-15%,Liner Prod.Segment Importance,Nat.,Volume base,Liner Prod.Segment Importance,Nat.,Value base,Volume Share,Value Share,Liner,National Top Brands Share,Carefree Leading Share Maintain;Small Locals Gained Share Yearly,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,LADY CARE,2.7,1.9,-0.8,BEST,1.6,1.8,0.2,HAO S.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,LADY CARE,3.7,2.8,-0.9,ABC,2,2.6,0.6,SOFT,1.1,2,0.9,HAO S.S.,1.5,1.5,0,O.BRAND,30.7,30.9,0.2,Liner Top Brand Vol.Share Trend,Nat.,Carefree Maintain Leading Share Position And Share Stagnant In Latest Half Year,Top 5 All,(Liner Base),Liner Top Brand Val.Share Trend,Nat.Same As Value,Top 5 All,(Liner Base),YIMUCAO,0.6,0.8,0.9,1.5,1.4,1.5,1.8,2.4,3.0,2.6,3.1,3.4,3.9,SOFT,0.8,0.9,0.8,0.9,1.0,1.4,1.9,1.8,2.5,2.3,1.6,1.9,1.9,LADY CARE,3.0,3.5,3.1,4.2,4.4,3.7,3.5,3.3,2.9,2.9,2.5,2.8,2.6,BEST,0.4,0.6,0.3,1.0,0.8,2.0,1.2,1.3,1.5,1.5,1.1,1.0,1.0,HAO S.S.,1.1,0.9,1.0,1.3,1.2,2.4,2.0,1.4,1.4,1.6,1.6,1.5,1.3,O.BRAND,30.2,31.0,31.0,33.2,30.9,31.9,31.2,31.7,30.5,29.2,32.2,35.4,34.5,Liner Top Brand Distribution Trend,Nat.,Distribution Compete Head With Key Competitors,Weighted Distribution,YIMUCAO,4,5,5,7,8,10,10,14,15,16,17,18,20,SOFT,3,4,3,6,11,12,12,13,13,12,11,11,12,LADY CARE,35,35,34,36,36,33,35,36,35,33,31,30,33,BEST,20,18,17,18,17,17,20,21,21,19,17,16,14,HAO S.S.,6,7,8,10,13,12,13,15,15,14,14,12,13,Liner,Top Brand Price Trend-National,Key Competitors Price Maintain Stable During Latest Year,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,0.22,0.18,0.17,0.160.16,0.16,0.15,0.15,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,LADY CARE,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,HAO S.S.,0.17,0.16,0.15,0.14,0.16,0.16,0.150.15,O.brand,0.17,0.16,0.15,0.14,0.16,0.16,0.15,0.15,Carefree Variant Sales&Growth,Nat.,Volume Sales,Value Sales,Liner,Carefree Variant Share,National,Variant Share Stable In Latest Half Year,Volume Share,(Liner Base),Value Share,Carefree Variant Distribution&Price,Nat.,Drapable,High Price Could Be An Issue to Prevent Our Share Further Improvement,Weighted Distribution,Rmb/Pcs,Liner,Whisper Variant Share,National,Volume Share,(Liner Base),Value Share,Whisper Variant Distribution&Price,Nat.,Weighted Distribution,Rmb/Pcs,Sofy,Variant Share,National,Share Decline On Reg.Which Stands For 70%Of Its Sales;Fresh Failed To Improve Share Yearly,Volume Share,(Liner Base),Value Share,Sofy,Variant Share,National,Green Tea Price Position In Medium Range,Weighted Distribution,Rmb/Pcs,Liner Share By Price Tier,National,Medium and Low Price Dominate the Market;While Premium Gained Importance Yearly,Volume Base,Value Base,Note,price is judged down to sub brand level.,Liner 0.200.25Rmb/pcs Share By Brand,Nat.,Share Driven By MNB,MAT ON02,MAT ON03,MAT ON02,MAT ON03,0.200.25rmb/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,TOU QI,2.1,1.6,2.4,1.8,FRESH,0.11.6,0.2,2.1,ROU MIAN,1.4,1,1.6,1.3,Carefree,Drap,.,2.4,3.3,Volume Share,Value Share,Liner Sales Growth By City,10%,0%,6%,7%,7%,13%,-7%,13%,-1%,4%,Volume base,Value base,MAT%Growth,Liner Key Brand Volume Share By City,Carefree Share Stagnant Across City,4 City,A City,BCD City,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,LADY CARE,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,HAO S.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,Key Brand Vol.Share by City Tier,Carefree Share Stagnant All City Tier,(Liner Base),4 City,A City,BCD City,Town,Carefree,Sofy,Whisper,Anerle,C&B,Liner Sales Growth By Region,Size Grew Fast In West/South,10%,0%,25%,12%,-14%,-3%,1%,23%,11%,8%,Volume base,Value base,MAT%Growth,Liner,Key Brand Vol.Share by Region,(Liner Base),South,East,North,West,Carefree,Sofy,Whisper,Anerle,C&B,Liner Key Brand Volume Share By Region,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,LADY CARE,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,HAO S.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,Market Share by Pack Share,National,Volume Base,Value Base,Category Overview,Liner,Total 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),Low and Medium(0.20rmb/pcs below)segment dominated market,(Threat),;while premium(0.20.25rmb/pcs)importance increasing,which was driven by MNB premium lines,Category Overview,Liner,Carefree 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),Sofy,lose share 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 medium,Issues,How Carefree Can Further Improve In Developed City By Gaining On,Sofy,?,Opportunity exploration in BCD market,Sofy,Green Tea Launch Review,How Carefree Can Further Improve In Key City,Liner,Key Brand Volume Share In 4+A,Sofy,Is Our Key Competitor In Developed City,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,LADY CARE,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,Liner Carefree,vs,Sofy,Variant Share,Key City,Opportunity To Grab Share From,Sofy,Reg.;,Drapable,Litter Further Improvement,Carefree,Sofy,Volume Share(Liner Base),Carefree,vs,Sofy,UT Price Comparison,4+A,Carefree Super NB Price Down Trend and Competitive,vs,Sofy,Reg,Carefree,Sofy,Rmb/Pcs,Carefree Super NB,vs,Sofy,Reg.SKU Share&Price4+A Cities,Carefree Share Behind,Sofy,On SKU Level,While Price Competitive,Volume Share,0.16,0.16,0.15,0.15,ON02,DJ03,FM03,AM03,JJ03,AS03,ON03,Carefree Super NB,10.6,7.8,7.2,6.1,5.1,7.4,6.3,Sofy,Regular,15.8,15.6,16.2,15.4,16.6,12.6,14.7,ON02,JJ03,AS03,ON03,0.17,0.15,0.16,0.16,40pcs SC,40pcs UNSC,2.9,1.4,1.4,1.1,0.7,1.2,0.6,40pcs SC,4.9,4.2,4,3.8,3.3,3.7,3.3,40pcs UNSC,4.2,3.2,2.6,2.5,2.1,2.3,2.2,6.8,6.8,6.8,7.2,6.8,7.2,6.8,6.8,6.8,6.8,6.8,6.8,7.2,6.8,6.8,7.2,3.1,2,2,1.3,0.9,1.5,0.8,2X40pcs SC,1.6,1.6,1.3,1.4,1.3,2.1,2.3,2X40pcs UNSC,1.8,1.8,1.5,1.4,1.1,1.9,1.9,2X40pcs SC,2.9,3.7,4,4,5.7,3.1,4.5,2X40pcs UNSC,3,4,4.5,4.2,4.9,2.9,4,12,12,12.8,12,12,12,12.8,12,12.8,12.8,12,12,12.8,12.8,12,12,Rmb,/,Pcs,(,Rmb,/,Pck,),In4+A,2*40pcs pack importance is about 10%in volume and maintain yearly,Carefree Super NB,vs Sofy Reg,.SKU Distribution4+A Cities-ON03,Carefree Super NB In-store Performance Behind,Any Consumer Study Input on Why?,Weighted Distribution,SIH(,Vol,%per,Dist,.),Carefree,Drapable,SKU Sales&Share,4+A,2X30pcs Significant Cannibalization On 30pcs,Suggesting Little Expansion On User,Volume Sales(000pcs),Volume Share,Antibacterial,Importance by Brand Group,Anti.Bacterial Large Contributed By Regional Brand,Which Anti.prod.Highest Importance,All,National Volume Importance,Regional Brand,National Brand,MNB+,Anerle,In Anti.bacterial,about 87%volume sales contributed by RB,and its importance increasing continuously(e.g.,Yimucao,/,Anerle,),How Carefree Can Further Improve In Key City Food for Thinking,By comparing With,Sofy,Sofy,is our key competitor in developed cities,Regular is of its best seller,Carefree Super NB share behind,Sofy Reg,.,due to our less competitiveness of in-store performance,Carefree,Drapable,2X30pcs contributed little sales and share improvement for this line,How Carefree Can Further Improve In Key CityFood for Thinking,Should understanding,why,Sofy,-Regular can achieve higher consumer acceptance?,Any trade issue,e.g.Display/Facing.,Differentiation on product quality?,Anti-bacteria could be consider for further product improvement,Explore Opportunity In BCD City,Explore Opportunity In BCD CitySummary,Opportunity exploration in BCD market,How is market trend and brand competition in BCD market?,Do we offer right product(,packsize,/variant)and at competitive price,How is distribution gap versus,Anerle,and,Sofy,Explore Opportunity In BCD City,Findings,BCD 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 traditional channel;while bigger pack(=40pcs)importance grew slightly,Small 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 regions,Slim market relative small and importance slightly decline,(Threat),East BCD market the most important among followed with South BCD for liner,Modern Channel importance increasing in BCD as well,while traditional store stands for one third of that market still,Explore Opportunity In BCD City,Findings,Anerle,leading in BCD market and leading share maintain stable,Noticeable distribution advantage comparing Carefree,which traced to traditional stores,Anerle,leading share in traditional stores while no advantage in modern channel,20pcs contributed most its share and out-stand among all players,distribution should be one of the key facts,20pcs pack also captured high in-store performance,?,Carefree and,Sofy,close share competition in BCD,Both Carefree and,Sofy,focus in modern channel while few performance in traditional stores,Both Carefree and,Sofy,strong play on 40pcs and 2X40pcs,which indicating high brand loyalty,Sofy,big pack(,esp,.2X40pcs)outperformed same story as in 4+A,(Threat),Explore Opportunity In BCD City,Thinking,To compete with,Anerle,20pcs,we should understand the following points by further exploration,How is its SOS,Why consumer prefer,Anerle,Any trade issue,As China market,Carefree no share advantage with,Sofy,in BCD,Ultra thin relative less performed than,Sofy,same story as in 4&A,Again,improving Ultra thin performance will be critical for us to strengthen our brand share,For Slim,Other than,Anerle,and,Sofy,we are facing a number of small local brands priced relative low and in small pack form.,Do we any plan to compete with in this sizeable market,Key Brand Share&Price In Nat-BCD,Anerle,Leading In BCD Market And Share Maintain Stable,Vol,%,+/-%,YA,Rmb,/,Pcs,MAT ON03,JJ03,AS03,ON03,MAT ON03,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,2.6,1.1,1.2,2.4,27,0.17,HAO S.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,%,BCD Channel And Region,Vol,.Mix,BCD,Modern Channel Importance Increased;East BCD Most Important Followed With South,Key Brand Volume Share By Channel,BCD,Anerle,Leading In G/K,Which Protect Its Share In BCD Where We Are Weak,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,3.4,1,4.5,0.7,0.9,05,SOFT,2.6,1.1,3.3,1.6,1.1,-0.2,HAO S.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,BCD G/K,BCD H/S/D,BCD City,Key Brand Distribution By Channel,Distribution Gap Captured In G/K,(Weighted Distribution),National Grocery/Kiosk,National Hyper/Super/Depart.,Key Brand Volume Share by Region,BCD,Carefree Relative Strong In South While Behind In Others,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,HAO S.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,E BCD City,N BCD City,W BCD City,S BCD City,In West,traditional channel importance relative higher than other regions which stands for 50%of that market.,6.2,3.8,Carefree,vs Sofy,Weighted Distribution by RegionDistribution Competitive Vs,Sofy,Market Importance,(Volume Base),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,Carefree,vs Anerle,Weighted Distribution by RegionWhile Behind,Anerle,In South&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,Market Importance,(Volume Base),Key Brand Share By,Packsize,BCD-H/S/D,20pcs Pack Dominated,Anerles,Sales,Vise Versa On,Sofy,and Carefree,(Volume Share),Anerle,Carefree,Sofy,Anerle,Key SKU Share by Channel,BCD,Small Pack Dominated its Line In All Channel,(Volume Share),Liner,Packsize,Importance by Channel,=40,pcs,Pack,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,KOTEX C&B,0.7,1.7,CARNATION,1.4,1.5,O.BRAND,0.1,0.3,ANLE,0.1,0.8,Liner,20pcs Pack,Key Brand Share&Price,BCD-H/S/D,Carefree Price Competitive Than,Anerle,On 20pcs;While the Majority Of Small Pack Dominated By Locals Which Price Low,20pcs,Rmb,/,Pck,Accumulative volume Share,In 125pcs pack,20pcs account 39%volume sh