AC尼尔森-润肤品市场研究

Copyright2002ACNielsenSkinMoisturizingUpdatedtoJan/Feb2003Copyright2002ACNielsen2AgendaSkinMoist.BodyMarketOverviewHowXXMilkHelpBrandSales&ShareGainBB&KidsCream,XXCreamLaunchEvaluationExploreSkinMoist.SachetOpportunityCopyright2002ACNielsen3SkinMoisturizerSalesTrend,NationalMarketGrowthAccelerated;ValueAlsoOutgrewVolume02,0004,0006,0008,00010,00012,000JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF0302004006008001,0001,2001,4001,600VolumeSales(000Ton)ValueSales(000Rmb)TotalSkinMoisturizer6%9%4MonthsGrowthvsYA2%3%VolumeValueMATGrowthvsYACopyright2002ACNielsen4ProductSegmentSales&Growth,Nat.GrowthofAllSegmentsAccelerated;FacialObtainedPositiveValueGrowthWhileBodyDeflated1,7411,8852,08513,62614,0941,4524MonthstoJF024MonthstoJF03EyeHandBodyFacial2302472,2452,423100961191494MonthstoJF024MonthstoJF03EyeHandBodyFacialVolumeSales(Ton)ValueSales(Mil.Rmb)6%9%3%8%11%7%20%26%4MonthsGrowthvsYA2%0%6%14%3%2%5%17%•NumberingreenisoftheannualgrowthMATJF03vsMATJF02Copyright2002ACNielsen5XXBodyVolumeSalesTrendbyVariantMilkDidHelpXXtoGainSalesInPassingWinterSeasonvsYA050100150200250JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF03OILUVOTHERSREGLOTIONUCLOTIONMILKLOTIONVolumeSales-Ton,(National)Copyright2002ACNielsen6BodyTop10BrandsVolumeShare&ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriodNational,BodyBaseXX20.019.7-0.320.719.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820.22.21.42.21.80.4National,BodyBase4MtoJF024MtoJF03ChgND01JF02ND02JF03Chg•MininurseWhite+UVcontributedgrowththisseason.LONGLIQI15.510.1-5.413.417.79.910.3-7.4YUMEIJING2.56.94.42.42.68.25.42.8ANAN5.63.5-2.15.35.93.13.9-2SMISS3.52.4-1.13.23.822.8-1BAIQUELING1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82.51.91.1O.BRAND37.740.93.239.535.939.942.26.3Copyright2002ACNielsen7BodyTop10BrandsValueShare&ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriodNational,BodyBase4MtoJF024MtoJF03ChgND01JF02ND02JF03ChgXX24.623.9-0.724.624.622.725.50.9NIVEA7.89.11.36.88.99.48.8-0.1VASELINE9.77-2.79.69.87.26.7-3.1SOFTSENSE1.92.30.42.21.52.42.20.7LONGLIQI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.32.54.53.40.9ANAN6.43.7-2.75.77.13.34.3-2.8MININURSE3.13.60.43.72.63.73.31YUMEIJING1.33.321.21.33.82.81.5CATHY1.11.60.51.50.62.210.4O.BRAND31.434.63.232.929.934.534.54.6•Sakulapromotionproducthelpsharegain.Copyright2002ACNielsen8BodySalesGrowthByPlatformDeflationinBodyMainlyTracedtoBasicBodyLotion;OverallLotionStillCapturedPositiveGrowthwhileCreamDeclinedVolumeShare(BodyBase)TTLBODY10011CREAM35.2-4LOTION51.326Basic43.525PureWhite0.5-56PureUV4.254UV+White3.180OIL13.544MtoJF03GrowthvsYA•NumberinredisofXXproductgrowthrespectively.(National)100735.9-455.01740.3140.4-598.8215.5668.83ValueShare(BodyBase)4MtoJF03GrowthvsYACopyright2002ACNielsen9BodyBasicLotionKeyCompetitorsGrowth,NationalButOurGrowthRateStillBehindNivea/SoftsenseandTotalSegment24.59.211.632.518.9-15.3TTLBodyLotionBasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEVolumeBase13.54.17.225.422.2-20.8TTLBodyLotionBasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEValueBase4MonthstoJF03vsYACopyright2002ACNielsen10BodyLotionBasic,KeyBrandVolumeShareOurShareLostMainlyTracedtoBasicLotionWhereYuMeiJingandSmallBrandsGainedShareNoticeablyNational,BodyLotionBasicBase4MtoJF024MtoJF03ChgND01JF02ND02JF03ChgXX39.535.4-4.139.739.333.337.9-1.4VASELINE11.37.7-3.611.910.78.37-3.7NIVEA5.96.20.35.56.36.65.8-0.5SOFTSENSE4.64.4-0.25.43.74.64.10.4YUMEIJING6.115.69.55.66.717.912.86.1BAIQUELING4.34.70.43.55.25.24.2-1XILI2.11.9-0.21.92.41.52.3-0.1HAIERMIAN3.11.9-1.23.72.41.92-0.4GONGDENG3.41.9-1.54.52.12.11.5-0.6XIANZI2.61.5-1.12.3312.1-0.9O.BRAND17.118.81.71618.217.620.32.1•YUMEIJINGpricedabout60rmb/kg.Copyright2002ACNielsen11BodyLotionBasic,KeyBrandValueShareXXRegainedSomeShareinJF03,ComparedwithJF02YUMEIJING3.184.92.83.39.26.73.4BAIQUELING1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.BRAND11.814.52.711.312.514.114.62.1XX48.545.8-2.748.748.343.348.80.5VASELINE16.911.8-5.117.316.512.710.8-5.7NIVEA8.69.50.989.4109-0.4SOFTSENSE4.95.20.35.645.54.90.9National,BodyLotionBasicBase4MtoJF024MtoJF03ChgND01JF02ND02JF03ChgCopyright2002ACNielsen12Y.M.J.BodyLotionBasicSKUShare220mlLargelyContributedtoItsShare;DistributionSlightlyIncreased4.94.97.55.93.74.25.28.211.34.28.814.29.911.21.20.80.91.31.53.43.64.24.23.82.902468101214161820JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF03220ml(浴后乳液）108ml（鲜奶乳液）110mlBodyLotionBasicBase108ml67897887111112119220ml7881078789101098WeightedDistribution(Rmb10.6/p)(Rmb10.3/p)Copyright2002ACNielsen13Y.M.J.BodyLotionBasicShare&DistributionByMarketYuMeiJingMainlyFocusInHebei/Shangxi/Shangdong4MtoJF024MtoJF03JF02JF03NationalYMJ6.115.6108ml1.43.489220ml4.712.278N2YMJ26.362.8108ml613.61216220ml19.749.2912NACityYMJ33.262.2108ml6.912.32330220ml25.549.92630VolumeShareWeightedDistributionCopyright2002ACNielsen14BodyBasicLotion,SalesMix&GrowthByCityQuickDevelopmentofBodyBasicLotionTracedtoK