宝洁步步高生意回顾-2010-Sab_Revised_(NXPowerL_ite)

ClicktoeditMastersubtitlestyleMakingBBGNo.1PreparedFor:P&G宝洁Period:Jan-Jun2009~2010BusinessReview生意回顾Friday,9thJuly2010BusinessReview生意回顾KeyIssues主要问题BuBuGaoExpectation步步高期望KeyFactorsImpactingPerformance业绩表现主要影响要素ValueCreation价值创造FirstSemesterScorecard&MarketGrowthOverview第一季度计分卡&市场增长回顾BusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewScoreCardSupplier:P&G（宝洁）Salestarget约定销售TBAMarketshareTBAG.P%毛利率TBAotherincome%其他收入率TBAInventory(day)周转天数GMROII库存投资回报率Servicelevel到货率90%Termofpayment付款方式货到付款Category家用清洁HouseCleaning,个人清洁用品personalcleaning,皮肤护理用品skincareproduct,口腔护理及卫生保健dentalcareProducts,纸制品PapergoodsPartnerP&G（宝洁）StatusTBAKeyaccountCategorymanager刘育红LiuYuHongSellingOut(atretail)exc.VAT未税销售52,745,36149,338,184-6.46%SellingOut(atcost)未税成本47,062,39144,354,398-5.75%GrossProfit(RMB)毛利额5,682,9714,983,786-12.30%GrossProfit(%)毛利率10.77%10.10%-6.25%OtherIncome（RMB)其他收入额2,395,2442,041,898-14.75%OtherIncome(%)其他收入率4.54%4.14%-8.86%SellingIn(Cost)入库额51,344,91640,328,427-21.46%Inventory(days)周转天数627012.67%GMROII库存投资回报率0.900.74-17.48%ServiceLevel到货率62.49%76.01%21.62%Improvement增长%KeyPerformanceMeasure主要业绩指标1stSemester20091stSemester2010SalesByProvincesBBG–P&G(宝洁)Period2009-2010步步高-宝洁销售增长对比（按省市）长沙市(Changsha)6,347,5935,380,835-15.2%48,044,97845,675,157-4.9%常德市(Changde)1,799,1351,560,359-13.3%15,156,10920,547,54535.6%郴州市(Chenzhou)4,307,8733,760,829-12.7%36,088,83337,003,5222.5%衡阳市(Hengyang)2,681,0312,702,6090.8%24,612,19627,788,92112.9%怀化市(Huaihua)1,174,4991,524,29729.8%9,716,36714,761,37751.9%娄底市(Loudi)753,274639,963-15.0%7,222,3507,094,407-1.8%邵阳市(Shaoyang)3,419,7313,141,039-8.1%27,864,03930,027,9987.8%湘潭市(Xiangtan)11,286,19810,187,370-9.7%79,993,51686,235,6587.8%益阳市(Yiyang)7,255,4385,811,488-19.9%50,680,90246,706,845-7.8%永州市(Yongzhou)2,897,1883,679,02827.0%22,807,35333,179,20445.5%岳阳市(Yueyang)1,826,1181,971,8108.0%14,471,80516,990,82217.4%张家界市(Zhangjiajie)429,108312,262-27.2%3,275,2583,097,001-5.4%株洲市(Zhuzhou)5,633,5045,483,009-2.7%41,354,35245,314,7149.6%湖南省(Hunan)汇总49,810,69046,154,900-7.3%381,288,059414,423,1708.7%抚州市(Fuzhou)520,552484,924-6.8%5,538,5155,043,033-8.9%吉安市(Ji'an)397,050373,888-5.8%3,889,6393,634,098-6.6%九江市(JiuJiang)96,996989,358南昌市(Nanchang)690,522501,824-27.3%6,276,9995,264,090-16.1%萍乡市(Pingxiang)177,842160,439-9.8%1,795,0431,688,614-5.9%上饶市(Shangrao)390,5274,121,510新余市(Xinyu)401,886643,64460.2%3,593,2147,258,424102.0%宜春市(Yichun)497,532498,4600.2%5,268,9215,841,42110.9%鹰潭市(Yingtan)152,290129,578-14.9%1,573,0051,396,437-11.2%江西省(Jiangxi)汇总2,934,6713,183,2848.5%28,924,69234,247,62618.4%总计52,745,36149,338,184-6.5%410,212,751448,670,7969.4%CITY（对应类别城市）2009汇总2010汇总Growth%增长%CITY2009汇总2010汇总Growth%增长%CITY宝洁（P&G）OverallBBGperformanceisbetterthanP&Ginallcities在所有城市步步高整体增长高于宝洁增长MarketGrowthOverview(HunanMarketvBBG)Jan-Apr2009v2010步步高增长优于湖南市场增长HunanMarketGrowth%湖南市场的增长BBGGrowth%步步高的增长HunanMarketGrowth%source:NielsenJan-Apr2010湖南市场增长数据来源：尼尔森2010年1-4月份数据报告OverallBBGperformedbetterthanHunanMarket.However,opportunityin1.Skincare,2.SanitaryNapkin,3.Diapers.MarketGrowthOverviewP&GinHunanandinBBGJan-Apr2009v2010P&GinHunanGrowth%宝洁在湖南的增长P&GinBBGGrowth%宝洁在步步高的增长P&GinHunanMarketGrowth%source:NielsenJan-Apr2010宝洁在湖南市场的增长数据来源：尼尔森2010年1-4月份数据报告OverallP&G’sinBuBuGaowasbetterthaninHunan.However,opportunity:in宝洁在步步高整体增长高于湖南市场增长，但仍有提升空间1.Skincare,护肤品2.SanitaryNapkin湿巾3.Diapers纸尿片BusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewPriceComparison&GP%Projection价格对比&毛利测算PriceComparisonBuBuGaoPriceIndex100%价格指数步步高的价格指数为100%GrossProfit%projection毛利率测算ItisnetafterpromotionimpactandbasedonBBGpurchasecostexcludebackmarginofwhichis0%促销影响，步步高进价因素后得到净毛利利率，不含后台费用（费用为0）。PromotionEffectiveness促销的有效性•宝洁促销的有效性比平均水平要低(64%v150%销售增长)•宝洁的促销占比为14.02%但是平均水平为20%•费用投入不足导致促销销售的低增长•宝洁产品的毛利比步步高对应的整个品类的平均水平要低AttributesP&GinMailerP&GInstoreActivityP>otalCompetitorBBGTotalPromotionTypeofpromotionPriceReductionBuy&GetPrice,Buy&GetPrice,Buy&GetPrice,Buy&Get%SalesIncremental230%16%64%152%150%%CTSoftotalsales12.56%15.50%14.02%22.78%20.00%%Investmenttototalsales1.95%2.03%3.97%5.29%9.50%%Discountgivenduringpromo15.50%13.09%14.17%23.23%5%to20%%GPduringpromoperiod-9.18%11.32%-4.11%3.16%-5%%GPafterPricemakeup6.33%11.32%10.06%26.39%8%%PromotionGPincludeinvestment6.33%11.32%10.06%26.39%17.50%Totalno.ofpromoitems40226255NAServicelevelAnalysis1到货率分析•宝洁经销商送货到步步高物流的到货率比宝洁经销商送货到步步高门店的到货率要高•宝洁经销商直接送货到店的城市：郴州，株洲，永州和吉安ServicelevelfromP&G’sdistributorstoBBGBusinessReviewKeyIssuesBuBuGaoExpectationKeyFactorsImpactingPerformanceValueCreationFirstSemesterScorecard&MarketGrowthOverviewUnitValueCategoryvP&G香皂TotalSKU718TotalSales841,613AvgRSPcategory17.35AvgRSPP&G16.74AvgMarginCategory2.97(17.12%)AvgMarginP&G2.10(12.57%)洗发水TotalSKU1,209TotalSales2,615,064AvgRSPcategory25.22AvgRSPP&G29.36AvgMarginCategory4.27(16.92%)AvgMarginP&G3.84(13.09%)UnitvalueofP&G’sproductsinShampoo&Soaparebelowcategoriesaverage、宝洁洗发水&香皂单品贡献表现低于品类平均水平P&GImportan