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1、Copyright 2002 ACNielsenSkin MoisturizingUpdated to Jan/Feb20032Agendal Skin Moist.Body Market Overviewl How XX Milk Help Brand Sales&Share Gainl BB&Kids Cream,XX Cream Launch Evaluationl Explore Skin Moist.Sachet Opportunity3Skin Moisturizer Sales Trend,NationalMarket Growth Accelerated;Value Also
2、Outgrew Market Growth Accelerated;Value Also Outgrew VolumeVolume Total Skin Moisturizer6%9%4 Months Growth vs YA2%3%Volume ValueMAT Growth vs YA4Product Segment Sales&Growth,Nat.Growth of All Segments Accelerated;Facial Obtained Growth of All Segments Accelerated;Facial Obtained Positive Value Grow
3、th While Body DeflatedPositive Value Growth While Body DeflatedVolume Sales(Ton)Value Sales(Mil.Rmb)6%9%3%8%11%7%20%26%4 Months Growth vs YA2%0%6%14%3%2%5%17%Number in green is of the annual growth MAT JF03 vs MAT JF025XX Body Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Wi
4、nter Milk Did Help XX to Gain Sales In Passing Winter Season vs YASeason vs YAVolume Sales-Ton,(National)6Body Top 10 Brands Volume Share&ChgSlower Growth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost Share in Passing Winter PeriodPassing Winter PeriodNational,Body Bas
5、eXX 20.0 19.7-0.3 20.7 19.2 19.7 20.3 1.1NIVEA 4.3 5.1 0.8 3.9 4.8 5.4 4.8 0VASELINE 6 4.6-1.4 6.4 5.6 4.9 4.3-1.3SOFTSENSE 1.8 2 0.2 2.2 1.4 2.2 1.8 0.4National,Body Base 4M toJF024M to JF03Chg ND 01 JF 02 ND 02 JF 03 ChgMininurse White+UV contributed growth this season.LONG LI QI 15.5 10.1-5.4 13.
6、4 17.7 9.9 10.3-7.4YU MEI JING 2.5 6.9 4.4 2.4 2.6 8.2 5.4 2.8AN AN 5.6 3.5-2.1 5.3 5.9 3.1 3.9-2SMISS 3.5 2.4-1.1 3.2 3.8 2 2.8-1BAI QUE LING 1.8 2.2 0.4 1.5 2 2.5 1.9-0.1MININURSE 1 2.3 1.3 1.2 0.8 2.5 1.9 1.1O.BRAND 37.7 40.9 3.2 39.5 35.9 39.9 42.2 6.37Body Top 10 Brands Value Share&Chg Slower G
7、rowth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost Share in Passing Winter PeriodPassing Winter PeriodNational,Body Base 4M toJF024M to JF03Chg ND 01 JF 02 ND 02 JF 03 ChgXX 24.6 23.9-0.7 24.6 24.6 22.7 25.5 0.9NIVEA 7.8 9.1 1.3 6.8 8.9 9.4 8.8-0.1VASELINE 9.7 7-2.7 9
8、.6 9.8 7.2 6.7-3.1SOFTSENSE 1.9 2.3 0.4 2.2 1.5 2.4 2.2 0.7LONG LI QI 8.5 5.4-3.1 7.1 10 5.1 5.7-4.3SAKULA 2.9 4 1.1 3.3 2.5 4.5 3.4 0.9AN AN 6.4 3.7-2.7 5.7 7.1 3.3 4.3-2.8MININURSE 3.1 3.6 0.4 3.7 2.6 3.7 3.3 1YU MEI JING 1.3 3.3 2 1.2 1.3 3.8 2.8 1.5CATHY 1.1 1.6 0.5 1.5 0.6 2.2 1 0.4O.BRAND 31.4
9、 34.6 3.2 32.9 29.9 34.5 34.5 4.6Sakula promotion product help share gain.8Body Sales Growth By Platform Deflation in Body Mainly Traced to Basic Body Lotion;Deflation in Body Mainly Traced to Basic Body Lotion;Overall Lotion Still Captured Positive Growth while Overall Lotion Still Captured Positiv
10、e Growth while Cream DeclinedCream DeclinedVolume Share(Body Base)TTL BODY 100 11CREAM 35.2-4LOTION 51.3 26Basic 43.5 25Pure White 0.5-56Pure UV 4.2 54UV+White 3.1 80OIL 13.5 44M to JF03Growth vs YANumber in red is of XX product growth respectively.(National)100 735.9-455.0 1740.3 140.4-598.8 215.5
11、668.8 3Value Share(Body Base)4M to JF03Growth vs YA9Body Basic Lotion Key Competitors Growth,NationalBut Our Growth Rate Still Behind Nivea/Softsense But Our Growth Rate Still Behind Nivea/Softsense and Total Segmentand Total Segment4Months to JF03 vs YA10Body Lotion Basic,Key Brand Volume ShareOur
12、Share Lost Mainly Traced to Basic Lotion WhereOur Share Lost Mainly Traced to Basic Lotion Where YuMeiJing and Small Brands Gained Share NoticeablyYuMeiJing and Small Brands Gained Share NoticeablyNational,Body Lotion Basic Base4M toJF024M to JF03Chg ND 01 JF 02 ND 02 JF 03 ChgXX 39.5 35.4-4.1 39.7
13、39.3 33.3 37.9-1.4VASELINE 11.3 7.7-3.6 11.9 10.7 8.3 7-3.7NIVEA 5.9 6.2 0.3 5.5 6.3 6.6 5.8-0.5SOFTSENSE 4.6 4.4-0.2 5.4 3.7 4.6 4.1 0.4YU MEI JING 6.1 15.6 9.5 5.6 6.7 17.9 12.8 6.1BAI QUE LING 4.3 4.7 0.4 3.5 5.2 5.2 4.2-1XILI 2.1 1.9-0.2 1.9 2.4 1.5 2.3-0.1HAI ER MIAN 3.1 1.9-1.2 3.7 2.4 1.9 2-0
14、.4GONG DENG 3.4 1.9-1.5 4.5 2.1 2.1 1.5-0.6XIAN ZI 2.6 1.5-1.1 2.3 3 1 2.1-0.9O.BRAND 17.1 18.8 1.7 16 18.2 17.6 20.3 2.1YU MEI JING priced about 60rmb/kg.11Body Lotion Basic,Key Brand Value ShareXX Regained Some Share in JF03,XX Regained Some Share in JF03,Compared with JF02Compared with JF02YU MEI
15、 JING 3.1 8 4.9 2.8 3.3 9.2 6.7 3.4BAI QUE LING 1.5 1.7 0.2 1.2 1.8 1.9 1.5-0.3PEARS 0.9 1 0.1 0.7 1.1 0.9 1.1 0FA 1.7 0.9-0.8 2.2 1.1 1.1 0.7-0.4TOBABY 1.3 0.8-0.5 1.4 1.2 0.7 0.9-0.3XILI 0.8 0.8 0 0.8 0.8 0.6 1 0.2O.BRAND 11.8 14.5 2.7 11.3 12.5 14.1 14.6 2.1XX 48.5 45.8-2.7 48.7 48.3 43.3 48.8 0.
16、5VASELINE 16.9 11.8-5.1 17.3 16.5 12.7 10.8-5.7NIVEA 8.6 9.5 0.9 8 9.4 10 9-0.4SOFTSENSE 4.9 5.2 0.3 5.6 4 5.5 4.9 0.9National,Body Lotion Basic Base4M toJF024M to JF03Chg ND 01 JF 02 ND 02 JF 03 Chg12Y.M.J.Body Lotion Basic SKU Share220ml Largely Contributed to Its Share;Distribution 220ml Largely
17、Contributed to Its Share;Distribution Slightly IncreasedSlightly IncreasedBody Lotion Basic Base108ml 6 7 8 9 7 8 8 7 11 11 12 11 9220ml 7 8 8 10 7 8 7 8 9 10 10 9 8Weighted Distribution(Rmb10.6/p)(Rmb10.3/p)13Y.M.J.Body Lotion Basic Share&Distribution By MarketYu Mei Jing Mainly Focus In Hebei/Shan
18、gxi/Yu Mei Jing Mainly Focus In Hebei/Shangxi/ShangdongShangdong4M to JF024M to JF03 JF 02 JF 03National YMJ 6.1 15.6108ml 1.4 3.4 8 9220ml 4.7 12.2 7 8N2 YMJ 26.3 62.8108ml 6 13.6 12 16220ml 19.7 49.2 9 12N A City YMJ 33.2 62.2108ml 6.9 12.3 23 30220ml 25.5 49.9 26 30Volume Share Weighted Distribut
19、ion14Body Basic Lotion,Sales Mix&Growth By CityQuick Development of Body Basic Lotion Traced to Quick Development of Body Basic Lotion Traced to Key&A CitiesKey&A CitiesVolume Sales(Ton)Value Sales(000Rmb)24%13%34%24%52%29%-5%-13%Number in green is of the annual growth MAT JF03 vs MAT JF0215Body Bas
20、ic Lotion,Key Brands Share by CityWe Lost Share to Bai Que Ling&Small Brands in We Lost Share to Bai Que Ling&Small Brands in Key Cities and Yu Mei Jing in A CitiesKey Cities and Yu Mei Jing in A CitiesYU MEI JING 15.6 9.5 4.9-0.7 39.1 25 4 3.2BAI QUE LING 4.7 0.4 7.7 2.8 1.8-3.1 3.6 0.2HAI ER MIAN
21、1.9-1.2 0.5-2.8 2 0.2 5 1.3XILI 1.9-0.2 0.7-0.1 0.3 0 6 0.8GONG DENG 1.9-1.5 0 0 0.3-0.3 1.3-2XIAN ZI 1.5-1.1 0.1-0.1 0.3-0.4 5.1-0.6O.BRAND 18.8 1.7 19.4 10.9 14.1-8.6 24.7 1.74Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAXX 35.4-4.1 31.3-3.4 33.9-10.3 46.9 1.5VASELINE 7.7-3.6 14.5-4.2
22、3.3-2.6 2.1-6.7NIVEA 6.2 0.3 11.2-0.5 4.3-0.3 0.7 0.2SOFTSENSE 4.4-0.2 9.7-1.9 0.6 0.4 0.6 0.4A City BCD City 4 City NationalVolume Base Body Lotion Basic Base16Body Basic Lotion,Key Brands Share by CityOur Share Gains in BCD Cities Helped Us to Narrow Overall Our Share Gains in BCD Cities Helped Us
23、 to Narrow Overall Share Lost Share LostValue Base Body Lotion Basic BaseYU MEI JING 8 5 2.1-0.2 21.5 14.1 3.2 2.6BAI QUE LING 1.7 0.2 2.5 0.9 0.7-1 1.4 0.2PEARS 1 0.1 0.1-0.1 1.9-0.3 1.2 0.4FA 0.9-0.7 1.3 0.3 0.3-0.2 1.1-2.8TOBABY 0.8-0.5 0.3-0.4 1.1-1.2 1.5 0.6XILI 0.8 0 0.3 0 0.3 0.1 2.2 0.3O.BRA
24、ND 14.5 2.4 12.5 6.7 11.7-1.7 20.1 3.8XX 45.8-2.7 35.1-1.7 48.1-7.1 63.8 5.4VASELINE 11.8-5.1 20.1-4.1 5.6-4 3.6-11.4NIVEA 9.5 0.9 15.2-0.5 7.9 0.6 1 0.3SOFTSENSE 5.2 0.4 10.5-0.9 0.9 0.7 0.9 0.64Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA City BCD City 4 City National17Summaryl Total
25、 Skin Moisturizer experienced faster growth rate in this winter with positive price inflation-6%in volume and 9%in valuel Accelerated growth rate had been captured in all segments,esp.In Facial and Hand,which both experienced higher value growth than volume growthl Body also captured positive volume
26、 growth(11%),but its value growth was much lagged behind(7%)in recent winter18Summary-Bodyl With Body,Lotion still obtained outstanding growth with growth rate of 26%in volume and 17%in value;but cream declined which led to a slower growth rate in total bodyl The price deflation in Body Lotion mainl
27、y traced to basic Body Lotion,where local brands,like Bai Que Ling and Yu Mei Jing,developed fastl Overall,XX did captured positive growth in recent winter period and Milk largely contributed to our growth 19Summary-Bodyl But we still slightly lost share in Body market in recent winter due to slower
28、 growth than the market,especially in the Basic Body Lotion segmentl In Basic Body Lotion segment,we lost share to Bai Que Ling and small brands in Key cities and Yu Mei Jing in A cities;But our distribution expansion led to our share gains in BCD cities,which narrowing our overall share lost20Summa
29、ry-Bodyl Overall speaking,XX is still the absolute leader in the Basic Body Lotion segment in value terms;but development of low-end brands,like BQL and YMJ,in Key&A cities,suggesting emergence of new market needs Copyright 2002 ACNielsenXX Milk Sales Development In 4&A Cities22Milk Sales Contributi
30、on To XX By CityMilk Helped XX to Increase Sales In A City;but Not Milk Helped XX to Increase Sales In A City;but Not In SH/BJIn SH/BJVolume(TON)Value(000rmb)4 Months to4 Months toUC LotionReg.LotionMilk LotionGZSH BJ CD A CITY23Milk Share Contribution To XX Basic LotionStagnant in Sales in SH&BJ an
31、d Lagged Behind Stagnant in Sales in SH&BJ and Lagged Behind Growth in A Cities Caused Us Losing ShareGrowth in A Cities Caused Us Losing ShareVolume ShareValue ShareUC LotionReg.LotionMilk LotionShare Base,Body Lotion BasicGZSH BJ CD A CITY4 Months to4 Months to24SH-H/S,XX Lotion Variant SKU ShareM
32、ilk 200ml Gained Share Rapidly While Reg/UC Milk 200ml Gained Share Rapidly While Reg/UC 200ml Declined200ml DeclinedValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YA ND01 JF02 ND02 JF03 Chg YAXX Basic Lotion 32.5 28-4.5 30.8 34.7 24.7 31.9-2.8MILK 200ml 5.7 5.7 3 8.9 8.9REG LOTION 10.1 6
33、.7-3.4 10.3 9.9 7.4 5.8-4.1100ml 3.3 2.5-0.8 3.1 3.4 2.6 2.4-1200ml 6.8 2.9-3.9 7.1 6.5 3 2.8-3.7300ml 1.2 1.2 1.8 0.6 0.6UC LOTION 22.4 15.6-6.8 20.5 24.8 14.2 17.2-7.6100ml 5.8 6.3 0.5 6.2 5.4 6.3 6.3 0.9200ml 16.6 9.3-7.3 14.3 19.5 7.9 11-8.525SH-H/S,XX Lotion SKU Dist.&SPPD Milk-200ml Gained Dis
34、tribution With Good In-store Milk-200ml Gained Distribution With Good In-store Performance;UC 200ml Maintained Overall Performance;UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPDND01 JF02 ND02 JF03 JF02 JF03MILK 200ml 60 70 13.6REG LOTION 87 87 86 76100
35、ml 74 72 84 75 3.4200ml 87 85 61 54 5.6300ml 27 22 3.1UC LOTION 88 86 89 86100ml 65 63 80 75 8.9200ml 87 85 87 86 13.6Weighted Distribution S.P.P.D(000RMB)10.44.36.926.37.820.88.221.4(11)(11)Number in brackets are of weighted O.O.S distribution.26SH-H/S,Body Key Brand Share&PriceLow Price Product Ga
36、ined Share;Nivea Gained Low Price Product Gained Share;Nivea Gained Share SlightlyShare SlightlyRmb/Kg4Months to JF 02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 034 Key Brand 96.9 90.3-6.7 91.5 79.9-11.7XX 32.5 28-4.5 34 26.8-7.2 126 130VASELINE 31 27.7-3.4 26 21.7-4.3 157 158SOFTSENSE 18.2 18.7 0.5 19.1 1
37、8.1-1.1 125 128NIVEA 15.2 15.9 0.7 12.4 13.3 0.9 161 148BAI QUE LING 1.8 3.4 1.6 6.2 11.6 5.4 39 36O.BRAND 0.5 5.6 5.1 0.4 7.7 7.3 173 91Value Share Volume ShareIn O.brands,key brand are of 露华浓 雅佳美 润肤露450ml priced RMB37/pck(82rmb/kg),andBody Lotion Basic Base(200ML)27SH-H/S,Key Brands SKU Value Shar
38、eNivea Fresh&Intensive Milk Both Contributed to Nivea Fresh&Intensive Milk Both Contributed to Its Share GainsIts Share GainsBody Lotion Basic BaseSoftsense Nivea Vaseline28Key Brands SKU Comparison,SH-H/SSS-110ml/Nivea Fresh-200ml Dist.&SPPD GainedSS-110ml/Nivea Fresh-200ml Dist.&SPPD GainedJF 02 J
39、F 03 JF 02 JF 03 JF 02 JF 03MILK 200ml 70 13.6 26.3XX REGULAR 100ml 72 75 4.3 3.4 14.6 14.2XX REGULAR 200ml 85 54 6.9 5.6 21.5 22.1XX REGULAR 300ml 22 3.1 31.4XX UC 100ml 63 75 7.8 8.9 16.3 16.5XX UC 200ml 85 86 20.8 13.6 24.1 23.4SOFTSENSE 110ml 52 73 5.9 13.3 15.7 16.1SOFTSENSE 200ml 83 75 12.6 12
40、.2 23.9 23.3FIRMING 200ml 64 62 7.9 7.2 47.9 33.6FRESH 125ml 34 44 3.4 2.7 22.9 22.1FRESH 200ml 52 62 2.4 7.2 30.2 27.3INTENSIVE MILK 125ml 55 42 2.9 2.1 18.5 22INTENSIVE MILK 200ml 52 61 11.2 10.4 23.8 27.4Vaseline 100ml 63 64 19.7 12.9 18.8 19.1Vaseline 200ml 51 62 28.1 26.4 29.1 29.6WeightedDistr
41、ibutionS.P.P.D(000RMB)RMB/Pck29BJ-H/S,XX Lotion Variant SKU ShareValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YA ND01 JF02 ND02 JF03 Chg YAXX 37.1 30.1-7 39.6 34.6 29.1 31.4-3.2MILK 200ml 5.1 5.1 2.6 8.1 8.1REG LOTION 12.3 10.1-2.2 13.3 11.3 11.3 8.7-2.6100ml 4.9 4.1-0.8 5.2 4.6 4.3 3.8
42、-0.8200ml 6.9 5.3-1.6 7.6 6.1 6.2 4.2-1.9300ml 0.2 0.7 0.5 0.2 0.3 0.7 0.6 0.3UC LOTION 24.8 14.9-9.9 26.3 23.3 15.2 14.6-8.7100ml 9.1 5.4-3.7 10.5 7.7 4.3 6.8-0.9200ml 15.7 9.5-6.2 15.7 15.6 10.9 7.8-7.830BJ-H/S,XX Lotion SKU Dist.&SPPD Milk-200ml Gained Distribution With Good In-store Milk-200ml G
43、ained Distribution With Good In-store Performance;UC 200ml Maintained Overall Performance;UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPDND01 JF02 ND02 JF03 JF02 JF03Weighted Distribution S.P.P.D(000RMB)MILK 200ml 36 55 6.2REG LOTION 84 93 86 84 5.1 4.3
44、100ml 67 76 82 78 2.5 2.1200ml 70 66 72 66 3.9 2.7300ml 13 13 22 13 0.9 1.9UC LOTION 83 82 81 78 11.8 7.8100ml 82 80 76 75 4 3.8200ml 71 67 73 67 9.7 4.931BJ-H/S,Body Key Brand Share&PriceXX Lose Most Share to Other Low Price ProductsXX Lose Most Share to Other Low Price ProductsRmb/Kg4Months to JF
45、02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 03Value Share Volume ShareBody Lotion Basic BaseXX 37.1 30.1-7 30.8 23.3-7.5 141 139NIVEA 21.2 19.3-2 13.2 11.8-1.4 188 175VASELINE 14.7 14.8 0.1 9.3 9.1-0.2 185 175YU MEI JING 9.1 9.4 0.3 20.2 19.7-0.6 53 52FA 4.2 4.6 0.3 3.9 4.9 0.9 125 101SOFTSENSE 1.1 1.6 0.
46、4 1 1.4 0.4 135 123O.BRAND 12.6 20.2 7.6 21.6 29.8 8.2 118 106In O.brands,key brand are of 露华浓 雅佳美 drove sale in BJ32BJ-H/S,Key Brands SKU Value ShareBody Lotion Basic BaseFA Nivea Vaseline33Key Brands SKU Comparison,BJ-H/SJF 02 JF 03 JF 02 JF 03 JF 02 JF 03WeightedDistributionS.P.P.D(000RMB)RMB/Pck
47、MILK 200ml 55 6.2 29.1REGULAR 100ml 76 78 2.5 2.1 15.3 15.5REGULAR 200ml 66 66 3.9 2.7 23.1 22.4REGULAR 300ml 13 13 0.9 1.9 34.7 31.9ULTRA CARE 100ml 80 75 4 3.8 17.9 17.1ULTRA CARE 200ml 67 67 9.7 4.9 26.8 26.1FA 100ml 47 26 1.8 1.5 15.1 10.9FA 250ml 33 1 1.4 18 27.2 26.8FA 400ml-PUMP 19 5.7 38.2FI
48、RMING LOTION 200ml 33 44 14.9 6.5 53.1 50.6FRESH 125ml 4 12 1.4 1.7 24.4 24.4FRESH 200ml 32 37 2.2 3 32.1 28.8INTENSIVE MILK 125ml 21 30 2.8 1.7 20.2 25INTENSIVE MILK 200ml 33 45 6 6.7 26 29.2VASELINE 100ml 54 44 7.1 6.1 21.4 21.2VASELINE 200ml 37 32 8.6 6.7 32.3 29.8Nivea(95Rmb/kg)34A-H/S,XX Lotion
49、 Variant SKU ShareValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YA ND01 JF02 ND02 JF03 Chg YAXX 60.1 49.8-10.3 61.6 58.1 48.6 51.9-6.2MILK 200ml 5 5 3.1 8 8REG LOTION 27.8 18.1-9.7 26.2 29.7 18.2 18-11.750ml 1.6 0.6-1 1.7 1.4 0.5 0.7-0.7100ml 11.2 7.5-3.7 11.6 10.8 7.4 7.6-3.2200ml 14.7
50、9-5.7 12.5 17.5 9.3 8.6-8.9300ml 0 1.1 1.1 0 0 1.1 1.2 1.2ULTRA CARE 32.3 26.7-5.6 35.4 28.4 27.3 25.9-2.5100ml 22 16.5-5.5 27.8 14.8 15.9 17.3 2.5200ml 10.3 10.3 7.6 13.6 11.4 8.6 0-5.035A-H/S,XX Lotion SKU Distribution&SPPDKey SKU Distribution Maintain;Milk-200ml Better In-Key SKU Distribution Mai