個人潤膚產(chǎn)品市場AC尼爾森清華漢魅PPT學(xué)習(xí)教案

1、會計(jì)學(xué)1個人潤膚產(chǎn)品市場個人潤膚產(chǎn)品市場AC尼爾森清華漢魅尼爾森清華漢魅第1頁/共61頁02,0004,0006,0008,00010,00012,000JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF0302004006008001,0001,2001,4001,600Volume Sales(000Ton)Value Sales (000Rmb)Total Skin Moisturizer6%9%4 Months Growth vs YA2%3%VolumeValueMAT Growth vs YA第2頁/共61頁1,7411,8852,

2、08513,62614,0941,4524Months to JF024Months to JF03EyeHandBodyFacial2302472,2452,423100961191494Months to JF024Months to JF03EyeHandBodyFacialVolume Sales(Ton)Value )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 JF02第3頁/共61頁050100150

3、200250JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03OILUVOTHERSREG LOTIONUC LOTIONMILK LOTIONVolume Sales-Ton, (National)第4頁/共61頁National, Body BaseXX20.019.7-0.320.7 19.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820.22.21.42.21.80.4National,

4、 Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgMininurse White+UV contributed growth this season.LONG LI QI15.510.1-5.413.417.79.910.3-7.4YU MEI JING2.56.94.42.42.68.25.42.8AN AN5.63.5-2.15.35.93.13.9-2SMISS3.52.4-1.13.23.822.8-1BAI QUE LING 1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82

5、.51.91.1O.BRAND37.740.93.239.535.939.942.26.3第5頁/共61頁National, Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX24.623.9-0.724.624.622.725.50.9NIVEA7.89.11.36.88.99.48.8-0.1VASELINE9.77-2.79.69.87.26.7-3.1SOFTSENSE1.92.30.42.21.52.42.20.7LONG LI QI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.3

6、2.54.53.40.9AN AN6.43.7-2.75.77.13.34.3-2.8MININURSE3.13.60.43.72.63.73.31YU MEI JING1.33.321.21.33.82.81.5CATHY1.11.60.51.50.62.210.4O.BRAND31.434.63.232.929.934.534.54.6Sakula promotion product help share gain.第6頁/共61頁Volume Share(Body Base)TTL BODY10011CREAM-4LOTION26Basic25Pure White-56Pure UV54

7、UV+White80OIL44M to JF03Growth vs YANumber in red is of XX product growth respectively.(National)1007-41714-5921663Value Share(Body Base)4M to JF03Growth vs YA第7頁/共61頁24.59.211.632.518.9-15.3TTL BodyLotion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEVolume Base13.54.17.225.422.2-20.8TTL BodyL

8、otion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEValue Base4Months to JF03 vs YA第8頁/共61頁National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX39.535.4-4.139.739.333.337.9-1.4VASELINE11.37.7-3.611.910.78.37-3.7NIVEA5.96.20.35.56.36.65.8-0.5SOFTSENSE4.64.4-0.25.43.7

9、4.64.10.4YU MEI JING6.115.69.55.66.717.912.86.1BAI QUE LING4.34.70.43.55.25.24.2-1XILI2.11.9-0.21.92.41.52.3-0.1HAI ER MIAN3.11.9-1.23.72.41.92-0.4GONG DENG3.41.9-1.54.52.12.11.5-0.6XIAN ZI2.61.5-1.12.3312.1-0.9O.BRAND17.118.81.71618.217.620.32.1YU MEI JING priced about 60rmb/kg.第9頁/共61頁YU MEI JING3

10、.184.92.83.39.26.73.4BAI QUE LING 1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.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-

11、0.4SOFTSENSE4.95.20.35.645.54.90.9National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03Chg第10頁/共61頁4.94.97.55.93.74.25.28.211.34.28.814.29.911.21.20.80.91.31.53.43.64.24.23.82.902468101214161820JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03220ml(浴后乳液）108ml（

12、鮮奶乳液）110mlBody Lotion Basic Base108ml67897887111112119220ml7881078789101098Weighted Distribution(Rmb10.6/p)(Rmb10.3/p)第11頁/共61頁4M to JF024M to JF03JF 02JF 03National YMJ 108ml89220ml78N2 YMJ 108ml61216220ml912N A CityYMJ 108ml2330220ml2630Volume ShareWeighted Distribution第12頁/共61頁1961922932833802064

13、M to JF024M to JF03TownBCD CitiesA Citeis4 Cities226342921636521451423220333125317220514Months to JF024Months to JF03TownBCD CitiesA Citeis4 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 JF02第13頁/共61頁YU MEI JING15.69.54.9-0

14、.739.12543.2BAI QUE LING 4.70.47.72.81.8-3.13.60.2HAI ER MIAN1.9-1.20.5-2.820.251.3XILI1.9-0.20.7-0.10.3060.8GONG DENG1.9-1.5000.3-0.31.3-2XIAN ZI1.5-1.10.1-0.10.3-0.45.1-0.6O.BRAND18.81.719.410.914.1-8.624.71.74Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAXXVASELINENIVEASOFTSENSEA CityB

15、CD City4 CityNationalVolume Base Body Lotion Basic Base第14頁/共61頁Value Base Body Lotion Basic BaseYU MEI JING852.1-0.221.514.13.22.6BAI QUE LING 1.70.22.50.90.7-11.40.2PEARS10.10.1-0.11.9-0.31.20.4FA0.9-0.71.30.30.3-0.21.1-2.8TOBABY0.8-0.50.3-0.41.1-1.21.50.6XILI0.800.300.30.12.20.3O.BRAND14.52.412.5

16、6.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NIVEA9.50.915.2-0.57.90.610.3SOFTSENSE5.20.410.5-0.90.90.70.90.64Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA CityBCD City4 CityNational第15頁/共61頁第16頁/共61頁第17頁/共61頁第18頁/共61頁第19頁/共61頁第20頁/共61頁Volume(T

17、ON)Value(000rmb)020406080100120JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months to04,0008,00012,00016,000JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months toUC LotionMilk LotionGZSHBJCDA CITY第21頁/共61頁Volume ShareValue Share0102030405060JF02JF03JF02JF03JF02JF03JF02JF03JF02JF03UC LotionMilk LotionShare

18、 Base, Body Lotion BasicGZSHBJCDA CITY010203040506070JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 Months to4 Months to第22頁/共61頁Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX Basic Lotion28MILK 200ml3REG LOTION100ml-1200ml3300mlUC LOTION100ml200ml11第23頁/共61頁ND01 JF

19、02ND02JF03JF02JF03MILK 200ml6070REG LOTION87878676100ml74728475200ml87856154300ml2722UC LOTION88868986100ml65638075200ml87858786Weighted DistributionS.P.P.D(000RMB)(11)(11)Number in brackets are of weighted O.O.S distribution.第24頁/共61頁Rmb/Kg4Months toJF 02 JF 03 ChgJF 02 JF 03ChgJF 02 JF 034 Key Bra

20、ndXX2834126130VASELINE3126157158SOFTSENSE125128NIVEA161148BAI QUE LING393617391Value ShareVolume ShareIn O.brands, key brand are of露華濃 雅佳美 潤膚露450ml priced RMB37/pck(82rmb/kg), andBody Lotion Basic Base(200ML)第25頁/共61頁3.78.114.510.64M to JF024M to JF03SOFTSENSE 200mlSOFTSENSE 110ml5.244.84.95.511.114

21、M to JF024M to JF03ENRICHED MILK 125mlFIRMING 200mlFRESH 125mlFRESH 200mlINTENSIVE MILK 125mlINTENSIVE MILK 200mlBody Lotion Basic Base9.88.42118.4-137111519232731354M to JF024M to JF03Vaseline 200mlVaseline 100mlSoftsenseNiveaVaseline第26頁/共61頁JF 02JF 03JF 02JF 03JF 02JF 03MILK 200ml70XX REGULAR 100

22、ml7275XX REGULAR 200ml8554XX REGULAR 300ml22XX UC 100ml6375XX UC 200ml8586SOFTSENSE 110ml5273SOFTSENSE 200ml8375FIRMING 200ml6462FRESH 125ml3444FRESH 200ml5262INTENSIVE MILK 125ml554222INTENSIVE MILK 200ml5261Vaseline 100ml6364Vaseline 200ml5162WeightedDistribution(000RMB)RMB/Pck第27頁/共61頁Value Share

23、(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX-7MILK 200mlREG LOTION100ml200ml300mlUC LOTION100ml200ml第28頁/共61頁ND01 JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml3655REG LOTION84938684100ml67768278200ml70667266300ml13132213UC LOTION83828178100ml8280767

24、54200ml71677367第29頁/共61頁Rmb/Kg4Months toJF 02 JF 03ChgJF 02 JF 03ChgJF 02 JF 03Value ShareVolume ShareBody Lotion Basic BaseXX-7141139NIVEA-2188175VASELINE185175YU MEI JING5352FA125101SOFTSENSE1135123118106In O.brands, key brand are of露華濃 雅佳美 drove sale in BJ第30頁/共61頁1.91.12.30.52.94M to JF024M to J

25、F03FA 400ml-PUMPFA 250mlFA 100ml1.110.46.258.522.91.21.31.34M to JF024M to JF03ENRICHED 200mlENRICHED 125mlFIRMING LOTION 200mlFRESH 125mlFRESH 200mlINTENSIVE MILK 125mlINTENSIVE MILK 200mlBody Lotion Basic Base7.96.86.984M to JF024M to JF03Vaseline 200mlVaseline 100mlFANiveaVaseline第31頁/共61頁JF 02JF

26、 03JF 02JF 03JF 02JF 03WeightedDistribution(000RMB)RMB/PckMILK 200ml55REGULAR 100ml7678REGULAR 200ml6666REGULAR 300ml1313ULTRA CARE 100ml80754ULTRA CARE 200ml6767FA 100ml4726FA 250ml33118FA 400ml-PUMP19FIRMING LOTION 200ml3344FRESH 125ml412FRESH 200ml32373INTENSIVE MILK 125ml213025INTENSIVE MILK 200

27、ml3345626VASELINE 100ml5444VASELINE 200ml3732Nivea(95Rmb/kg)第32頁/共61頁Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXXMILK 200ml5588REG LOTION1850ml-1100ml200ml9300ml000ULTRA CARE100ml22200ml0第33頁/共61頁ND01 JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MI

28、LK 200ml1922REG LOTION5445615750ml22159611100ml51445252200ml4033363740300ml87ULTRA CARE45375759100ml44365554200ml31263129第34頁/共61頁Body Lotion Basic BaseValue Share55.348.164.656.356.1 54.946.543.753.640.921.5194115.928.77.447.72.96.89.77.27.9JF02JF03JF02JF03JF02JF03JF02JF03JF02JF03JBYU MEI JINGNIVEA

29、VASELINEPEARSO.BRANDS4 Months toA CITYS AE AN AW AIn W A, firming lotion contributed most of share gain.第35頁/共61頁Body Lotion Basic BaseValue Share1.31.31.52.40.40.20.90.20.30.20364M to JF024M to JF03INTENSIVEMILK 200mlINTENSIVEMILK 125mlFRESH 200mlFRESH 125mlFIRMINGLOTION 200mlENRICHED125mlENRICHED2

30、00mlWeighted DistributionRmb/PckJF 02JF 03JF 02JF 03INTENSIVE MILK 200ml9102631INTENSIVE MILK 125ml322125FRESH 200ml5123430FRESH 125ml542724FIRMING LOTION 200ml5115048INTENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200ml第36頁/共61頁Weighted Distribution 01020304050607080901

31、00GZ-H/SSH-H/SBJ-H/SCD-H/S/DA-H/SS AE AN AW AMilk 200mlUC Lotion 200mlREG Lotion 200ml第37頁/共61頁第38頁/共61頁第39頁/共61頁4108658269418361621643834Months to JF024Months to JF034 CityA CityBCD CityTownVolume Sales(Ton)Value )-5%+3%53858476692319414Months to JF024Months to JF034 CityA CityBCD CityTownSize Grow

32、th vs YA-11-10-50727-121第40頁/共61頁4M toJF024M toJF03Chg YAND 01JF 02ND 02JF 03 Chg YAYU MEI JING22-3HAI ER MIANXXCHUN JUAN118-38AN AN444SAKULA03LONG LI QI1BAOBEI2XIAO DING DANG1BALLETValue Share(BB&Kids Cream Base)第41頁/共61頁4 CityA CityBCD CityTown4Months toJF 03 Chg YAJF 03 Chg YAJF 03 Chg YAJF 0

33、3 Chg YAYU MEI JINGHAI ER MIAN-3XX20CHUN JUANAN ANSAKULA4LONG LI QI12BAOBEIXIAO DING DANGBALLETValue Share(BB&Kids Cream Base)第42頁/共61頁2.53.30.31.72.31.32.73.23.73.22.93.83.533.52.84.63.24.44.23.85.144.84.63.40.702468101214JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03IC 25gIC

34、 60gReg.60gUC 25gUC 60gValue Share(BB&Kids Cream Base)第43頁/共61頁312828293039396194151621051015202530354045JF 02MA 02MJ 02JA 02SO 02ND 02JF 03JB CreamIC 25gIC 60gUC 25gUC 60gWeighted Distribution第44頁/共61頁ValueShareVALWTDWeightedDistributionNumericDistribution Rmb/PckHAI ER MIAN 40g815213XX UC 60g7

35、7417XX IC 25g85327XX IC 60g73334XX UC 25g6633810YU MEI JING 40g59268HAI ER MIAN 25g582514National City-H/S(BB&Kids Cream Base)XX Cream total distribution scored 53% in weighted and 14% in numeric which is even with H.E.M 40g in city H/S channel.第45頁/共61頁51.758.813.811.234.5304M to JF024M to JF03

36、H/S/DG/KMisc.StoresValue Base4Months toJF 02JF 03JF 02JF 03JF 02JF 03YU MEI JING 22HAI ER MIANXX2CHUN JUAN1182AN AN49Traditional StoreH/S/DeptNationalValue Share(BB&Kids Cream Base)第46頁/共61頁02468101214161820JF02JF03JF02JF03JF02JF03BAGBOTTLETUBE0510152025JF02JF03JF02JF03JF02JF03BAGBOTTLEChunjuanY

37、 M J0510152025JF02JF03JF02JF03JF02JF03BAGBOTTLEValue Share(BB&Kids Cream Base)79%57%25%Bag contribution in traditional store by brand第47頁/共61頁第48頁/共61頁第49頁/共61頁68.679.215.316.116.54.2Volume BaseValue BaseBOTTLEBAGOthers(National-MAT JF03)(-10%)(-11%)Number in brackets is bags annual growth rate.

38、ValueShareVolumeShareRmb/KgNational49Modern Trade54Traditional Trade47South54East47North48West514 Cities56A Cities55BCD Cities50Town45第50頁/共61頁3733.86366.2Volume BaseValue BaseModern TradeTraditional Trade6.66.32930.631.733.831.430.6Volume BaseValue BaseSouthEastNorthWest5.54.918.734.834.44143.816.9Volume BaseValue Base4 CityA CityBCD CityTown(National-MAT JF03) 第51頁/共61頁(National-MAT JF03) , Bag Moisture BaseRmb/Kg25GM30GM20GM50GM135GM45GM40GM10GMValue Share43.538.65.95.42.60.90.80.5Volume