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BeijingDairyMarketIntroduction北京乳业市场介绍市场:北京品类:白奶,风味奶,酸奶,酸奶饮料期间:城市档案(2001年数据)CityProfile—Year2001面积(平方公里)Square人口(百万)Population常住人口PermanentResident-非农业人口Urban-农业人口Rural暂住人口TemporaryResident国内生产总值(10亿人民币)GDP(1billionRMB)人均国内生产总值(人民币:元)GDP/capita人均可支配收入(人民币:元)Percapitadisposableincome人均消费支出(人民币:元)Percapitaconsumptionexpenditure社会零售总额(10亿人民币)Totalsocialretailing(1billionRMB)北京BJ13,69912.78011.0757.6073.461.700281.7625,30011,578N/A144.33上海SH634016.74N/AN/AN/AN/A455.127,18611,7188,868172.2(Source:)总人口:1,261百万Total:1,261mio资料来源:2001中国人口统计年鉴,第5次人口普查,2002IMD世界竞争力年鉴,中国利乐分析2001ChinaPopulationStatisticsYearbook,5thpopulationcensusstatistics,2002IMDWorldCompetitivenessYearbook,TPChinaanalysis5大类中国消费群ChinaConsumerSegmentation高收入消费群:Advanced年可支配收入为15000元人民币1900万Percapitadisposableincome2%中高收入消费群:UpperValue年可支配收入10000-15000元7500万6%门槛内消费群:Emerging年可支配收入2000-5000元21300万17%门槛外消费群:Unreachable年可支配收入2000元76900万61%15%中低收入消费群:LowerValue年可支配收入5000-10000元19000万北京：中、高收入消费者人数总计为283万Source:2002StatisticYearbookofChina&TPChinaAnalysisBymiopeopleXinjiangQinghaiGansuNingxiaSichuanYunnanGuangxiGuizhouHainanHunanJiangxiFujianZhejiangHubeiShaanxiShanxiLiaoningJilinHeilongjiangShandongJiangsuAnhuiHenanTibetBeijingShanghaiTianjinGuangdongHebei2-4mio)2mio5-7mio(19%)上海:Total:16.74A+B:6.70北京:Total:13.82A+B:2.83广州:Total:9.94A+B:4.27北京液态乳制品市场总揽OverallLiquidDairyMarket,Beijing北京乳品市场：迅速增长，涨幅达22%Compareto’02sameperiod,haveafastincreasebywhitemilk&flavormilkmainly9112995809109903536413605.3232412393629670210114971654020000400006000080000100000120000140000160000180000'017-12'021-6'031-6酸奶饮料酸奶风味奶白奶分品类的液态奶总销量(吨)126,606154,832+9%116,471+22%*For2001data,onlyliquidmilk(Incl.Whitemilk&flavormilk)dataavailable.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%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%'017-12'021-6'031-6玻璃瓶塑料瓶塑杯屋顶包塑料袋利乐枕铁罐其它利乐砖液态乳制品按包装品类的市场份额(%)2003年1-6月液态乳制品销售量(吨)北京乳品市场增长的主要推动力是利乐枕牛奶TFAgrowingthefastestandcontributetotheincreaseofLDPmarket3526.53308.27608.09663.610410.16862.472752.680600.179199.418856.023567.044920.93065.63490.14357.25427.35521.97374.4020000400006000080000100000120000140000160000'017-12'021-6'031-6126,606154,832+22%116,470+8.7%BeijingWhiteMilk白奶OverallMarket利乐砖屋顶包塑料袋利乐枕市场容量02'1-695,8092,3333,63065,87923,295(千升)03'1-6109,9033,0663,15257,78044,633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02'1-610.11.82.98.44.6(No.ofpurchase)03'1-69.51.62.674.8每次购买量02'1-64.32.61.84.33.8(升)03'1-64.93.924.55.1家庭每次购买量02'1-642.94.85.135.917.6(升)03'1-646.86.25.331.421.4平均价格02'1-64.285.43.65.3(RMB/升)03'1-64.68.153.75.5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%'017-12'021-6'031-6利乐砖屋顶包塑料袋利乐枕白奶按包装品类的市场份额(%)2003年1-6月白奶销售量(吨)白奶市场增长速度高于2002年同期水平TFAgrowingfast&becomeabigthreattoPPP3066.561994.865879.457780.518856.023294.844632.62669.42332.76941.83151.83630.2020000400006000080000100000120000'017-12'021-6'031-691,129109,903+15%95,809+5%Beijing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Althoughtraditionalchannels’shareisdeclining,grocery/foodstoresstillingplayingakeyrole21.3%17.6%16.4%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送奶入户礼品工作单位自由市场/小贩批发杂货店/食品店大卖场超市白奶的渠道份额Beijing北京白奶市场前10位品牌Top10Brand54.01%19.94%7.83%4.27%2.88%1.35%1.26%0.97%6.84%0.65%品牌1品牌2品牌3品牌4品牌5品牌6品牌7品牌8品牌9OthersTotal:109,903tons(1-6/03)610ton/dayFlavoredMilk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%'021-6'031-6塑料瓶利乐砖屋顶包塑料袋利乐枕风味奶按包装品类的市场份额(%)2003年1-6月风味奶销售量(吨)塑料袋包装风味奶增长很快（销量+240%）PlasticPouchgrowingdrastically,mainlybySanyuanmaltflavorinPPP108.687.0777.2368.33623.412429.589.990.3709.6476.602000400060008000100001200014000'021-6'031-65,36413,605+153%BeijingOverallMarket利乐砖屋顶包塑料袋利乐枕市场容量02'1-65,3647097773,62390(千升)03'1-613,60547636812,42990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02'1-63.322.531.4(No.ofpurchase)03'1-64.31.724.31.2每次购买量02'1-61.61.811.81.2(升)03'1-62.21.50.82.31.4家庭每次购买量02'1-65.33.52.65.31.7(升)03'1-69.42.61.7101.7平均价格02'1-65.5874.56(RMB/升)03'1-64.47.75.74.15.9风味奶的主要包装形式Beijing北京风味奶市场前10位品牌Top10Brand64.93%12.32%3.56%3.06%2.47%2.03%2.01%1.38%6.28%0.98%0.98%品牌1品牌2品牌3品牌4品牌5品牌6品牌7品牌8品牌9品牌10OthersTotal:13,605tons(1-6/03)75ton/dayYoghurt/YoghurtDrink/LAD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%'021-6'031-6玻璃瓶塑料瓶塑料杯利乐砖屋顶包塑料袋酸奶/酸奶饮料按包装品类的市场份额(%)2003年1-6月酸奶/酸奶饮料销售量(吨)北京酸奶市场增长幅度23%，市场总量居全国首位PlasticCupgrowingquicklyandRGBalsoshowafastincrease3305.46700.41816.01592.729673342.311097.38989.45513.49663.6448.0814.005000100001500020000250003000035000'021-6'031-625,40031,306+23%Beijing市场总量玻璃瓶塑料杯利乐砖屋顶包塑料袋市场容量02'1-625,4003,3055,5134482,96711,097(千升)03'1-631,3066,7009,6648143,3428,989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02'1-66.13.53.61.52.64.2(No.ofpurchase)03'1-66.43.44.51.42.63.6每次购买量02'1-61.73.71.