某年度潤(rùn)膚品市場(chǎng)調(diào)研報(bào)告英文版

1、Copyright 2002 ACNielsen 2003Copyright 2002 ACNielsen2l . l & l , l . Copyright 2002 ACNielsen302,0004,0006,0008,00010,00012,000JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF0302004006008001,0001,2001,4001,600Volume Sales(000Ton)Value Sales (000Rmb) 6%9%4 Months Growth vs YA2%3%VolumeValueMAT Gr

2、owth vs YACopyright 2002 ACNielsen41,7411,8852,08513,62614,0941,4524Months to JF024Months to JF03EyeHandBodyFacial2302472,2452,423100961191494Months to JF024Months to JF03EyeHandBodyFacial () ()6%9%3%8%11%7%20%26%4 2%0%6%14%3%2%5%17% 03 02Copyright 2002 ACNielsen5050100150200250JF 01MA 01MJ 01JA 01S

3、O 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03OILUVOTHERSREG LOTIONUC LOTIONMILK LOTION , ()Copyright 2002 ACNielsen6National, 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, Body Base 4M toJF024M to JF03Chg

4、ND 01 JF 02 ND 02 JF 03Chg .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 1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82.51.91.1O.BRAND37.740.93.239.535.939.942.26.3Copyright 2002 ACNielsen7National, B

5、ody 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 QI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.32.54.53.40.9AN AN6.43.7-2.75.77.13.34.3-2.8MININURSE3.13.60.43.7

6、2.63.73.31YU MEI JING1.33.321.21.33.82.81.5CATHY1.11.60.51.50.62.210.4O.BRAND31.434.63.232.929.934.534.54.6 .Copyright 2002 ACNielsen8 ( ) 1001135.2-451.32643.525 0.5-56 4.2543.18013.544M 03 .()100735.9-455.01740.3140.4-598.8215.5668.83 ( )4M 03 Copyright 2002 ACNielsen924.59.211.632.518.9-15.3TTL B

7、odyLotion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEVolume Base13.54.17.225.422.2-20.8TTL BodyLotion BasicKeyCompetitorsCombinedJBNIVEASOFTSENSEVASELINEValue Base4 03 Copyright 2002 ACNielsen10National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX39.535.4-4.139.7

8、39.333.337.9-1.4VASELINE11.37.7-3.611.910.78.37-3.7NIVEA5.96.20.35.56.36.65.8-0.5SOFTSENSE4.64.4-0.25.43.74.64.10.4YU 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.

9、5-1.12.3312.1-0.9O.BRAND17.118.81.71618.217.620.32.1YU MEI JING priced about 60rmb/kg.Copyright 2002 ACNielsen11YU MEI JING3.184.92.83.39.26.73.4BAI 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.BRAND1

10、1.814.52.711.312.514.114.62.1XX48.545.8-2.748.748.343.348.80.5VASELINE16.911.8-5.117.316.512.710.8-5.7NIVEA8.69.50.989.4109-0.4SOFTSENSE4.95.20.35.645.54.90.9National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgCopyright 2002 ACNielsen124.94.97.55.93.74.25.28.211.34.28.814

11、.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（鮮奶乳液）110ml 108678978871111121192207881078789101098 (10.6)(10.3)Copyright 2002 ACNielsen134M 024M 03 02 03 6.115.61081.43.4892204.712.278N2 26.362.8108613.61216

12、22019.749.2912N A 33.262.21086.912.3233022025.549.92630 Copyright 2002 ACNielsen141961922932833802064M to JF024M to JF03TownBCD CitiesA Citeis4 Cities226342921636521451423220333125317220514Months to JF024Months to JF03TownBCD CitiesA Citeis4 Cities () (000)24%13%34%24%52%29%-5%-13% 03 02Copyright 20

13、02 ACNielsen15YU MEI JING15.69.54.9-0.739.12543.2BAI 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.BRAND18.81.719.410.914.1-8.624.71.74 03 02 02 02 35.4-4.131.3-3.433.9-10.346.91.57.7-3.

14、614.5-4.23.3-2.62.1-6.76.20.311.2-0.54.3-0.30.70.24.4-0.29.7-1.90.60.40.60.4A 4 Copyright 2002 ACNielsen16 YU 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.BRAND1

15、4.52.412.56.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NIVEA9.50.915.2-0.57.90.610.3SOFTSENSE5.20.410.5-0.90.90.70.90.64Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA CityBCD City4 CityNationalCopyright 2002 ACNielsen17l - 6% 9% l , . , l (11%),

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17、03JF02JF03JF02JF034 A Copyright 2002 ACNielsen23 0102030405060JF02JF03JF02JF03JF02JF03JF02JF03JF02JF03 , A 010203040506070JF02JF03JF02JF03JF02JF03JF02JF03JF02JF034 4 Copyright 2002 ACNielsen24 ( )4M 024M 03 01020203 32.528-4.530.834.724.731.9-2.8 2005.75.738.98.9 10.16.7-3.410.39.97.45.8-4.11003.32.

18、5-0.83.13.42.62.4-12006.82.9-3.97.16.532.8-3.73001.21.21.80.60.6 22.415.6-6.820.524.814.217.2-7.61005.86.30.56.25.46.36.30.920016.69.3-7.314.319.57.911-8.5Copyright 2002 ACNielsen25010202030203 200607013.6 87878676100747284753.4200878561545.630027223.1 88868986100656380758.92008785878613.6 (000)10.4

19、4.36.926.37.820.88.221.4(11)(11) .Copyright 2002 ACNielsen264 02 03 02 03 02 034 96.990.3-6.791.579.9-11.732.528-4.53426.8-7.21261303127.7-3.42621.7-4.315715818.218.70.519.118.1-1.112512815.215.90.712.413.30.9161148 1.83.41.66.211.65.439360.55.65.10.47.77.317391 , 露華濃 雅佳美 潤(rùn)膚露450 37(82), (200)Copyrig

20、ht 2002 ACNielsen273.78.114.510.64M to JF024M to JF03SOFTSENSE 200mlSOFTSENSE 110ml5.244.84.95.511.114M to JF024M to JF03ENRICHED MILK 125mlFIRMING 200mlFRESH 125mlFRESH 200mlINTENSIVE MILK 125mlINTENSIVE MILK 200ml 9.88.42118.4-137111519232731354M to JF024M to JF03Vaseline 200mlVaseline 100mlCopyri

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23、.315.214.6-8.71009.15.4-3.710.57.74.36.8-0.920015.79.5-6.215.715.610.97.8-7.8Copyright 2002 ACNielsen30010202030203 (000) 20036556.2 849386845.14.3100677682782.52.1200706672663.92.7300131322130.91.9 8382817811.87.81008280767543.8200716773679.74.9Copyright 2002 ACNielsen314 02 03 02 03 02 03 37.130.1

24、-730.823.3-7.514113921.219.3-213.211.8-1.418817514.714.80.19.39.1-0.2185175 9.19.40.320.219.7-0.653524.24.60.33.94.90.91251011.11.60.411.40.413512312.620.27.621.629.88.2118106 , 露華濃 雅佳美 Copyright 2002 ACNielsen321.91.12.30.52.94M to JF024M to JF03FA 400ml-PUMPFA 250mlFA 100ml1.110.46.258.522.91.21.3

25、1.34M to JF024M to JF03ENRICHED 200mlENRICHED 125mlFIRMING LOTION 200mlFRESH 125mlFRESH 200mlINTENSIVE MILK 125mlINTENSIVE MILK 200ml 7.96.86.984M to JF024M to JF03Vaseline 200mlVaseline 100mlCopyright 2002 ACNielsen33 02 03 02 03 02 03(000) 200556.229.1 10076782.52.115.315.5 20066663.92.723.122.4 3

26、0013130.91.934.731.9 100807543.817.917.1 20067679.74.926.826.1 10047261.81.515.110.9 2503311.41827.226.8 400195.738.2 200334414.96.553.150.6 1254121.41.724.424.4 20032372.2332.128.8 12521302.81.720.225 200334566.72629.2 10054447.16.121.421.2 20037328.66.732.329.8(95)Copyright 2002 ACNielsen34 ( )4M

27、024M 03 01020203 60.149.8 -10.361.658.148.651.9-6.2 200553.188 27.818.1-9.726.229.718.218-11.7501.60.6-11.71.40.50.7-0.710011.27.5-3.711.610.87.47.6-3.220014.79-5.712.517.59.38.6-8.930001.11.1001.11.21.2 32.326.7-5.635.428.427.325.9-2.51002216.5-5.527.814.815.917.32.520010.310.37.613.611.48.60-5.0Co

28、pyright 2002 ACNielsen35010202030203 (000) 200192235.9 5445615749.931.1502215966.9111005144525218.514.4200403336374022.730087 4537575958.143.21004436555431.131.52003126312939.629.2Copyright 2002 ACNielsen36 55.348.164.656.356.1 54.946.543.753.640.921.5194115.928.77.447.72.96.89.77.27.9JF02JF03JF02JF

29、03JF02JF03JF02JF03JF02JF03JBYU MEI JINGNIVEAVASELINEPEARSO.BRANDS4 A S AE AN AW A W A, .Copyright 2002 ACNielsen37 1.31.31.52.40.40.20.90.20.30.20364M to JF024M to JF03INTENSIVEMILK 200mlINTENSIVEMILK 125mlFRESH 200mlFRESH 125mlFIRMINGLOTION 200mlENRICHED125mlENRICHED200ml 02 03 02 03 2009102631 125

30、322125 2005123430 125542724 2005115048 200 125 200 125 200Copyright 2002 ACNielsen38 0102030405060708090100GZ-H/SSH-H/SBJ-H/SCD-H/S/DA-H/SS AE AN AW AMilk 200mlUC Lotion 200mlREG Lotion 200mlCopyright 2002 ACNielsen39l A l 200 l , 200 , l, A , Copyright 2002 ACNielsenCopyright 2002 ACNielsen41410865

31、8269418361621643834Months to JF024Months to JF034 CityA CityBCD CityTown () ()-5%+3%53858476692319414Months to JF024Months to JF034 CityA CityBCD CityTown -11-10-50727-121Copyright 2002 ACNielsen424M 024M 03 01 02 02 03 2220.7-1.320.523.620.820.6-3 15.713.9-1.817.613.613.814.10.56.812.75.96.27.412.7

32、12.65.2 118-310.711.488.1-3.3 6.34-2.35.86.944-2.93.43.403.43.33.83-0.3 0.62.72.10.212.82.71.721.2-0.81.82.31.21.1-1.2 0.210.80.20.20.91.10.90.80.5-0.30.80.70.50.5-0.2 ( )Copyright 2002 ACNielsen434 A 4 03 03 03 03 10.5-3.928.6-10.419.93.919.1-2.2 17.7-7.110.6-0.616.70.111.9-335.919.4207.110.33.12.1

33、1.5 10.9-7.10.7-0.54.9-3.116.6-1.4 0.4-0.61.6-1.55.4-3.65.4-1.13.8-1.74-0.63.40.82.9-0.1 1.513.52.83.22.721.31.6-0.61.1-0.80.8-0.61.4-1.4 0.70.70.60.51.31.11.10.90.2-0.11.1-1.50.60.20.1-0.2 ( )Copyright 2002 ACNielsen442.53.30.31.72.31.32.73.23.73.22.93.83.533.52.84.63.24.44.23.85.144.84.63.40.70246

34、8101214JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03IC 25gIC 60gReg.60gUC 25gUC 60g ( )Copyright 2002 ACNielsen45312828293039396194151621051015202530354045JF 02MA 02MJ 02JA 02SO 02ND 02JF 03JB CreamIC 25gIC 60gUC 25gUC 60g Copyright 2002 ACNielsen46 40g10.68152136.4 60g7.97741721

35、.4 25g6.88532710.5 60g6.17333421.8 25g663381010.6 40g3.8592685.5 25g3.75825142.9 ( ) 53% 14% 40g .Copyright 2002 ACNielsen4751.758.813.811.234.5304M to JF024M to JF03H/S/DG/KMisc.Stores 4 02 03 02 03 02 03 2220.720.116.923.926.1 15.713.919.116.112.110.86.812.711.720.11.52 1183.9218.716.6 6.343.82.19

36、6.8 ( )Copyright 2002 ACNielsen4802468101214161820JF02JF03JF02JF03JF02JF03BAGBOTTLETUBE0510152025JF02JF03JF02JF03JF02JF03BAGBOTTLEY M J0510152025JF02JF03JF02JF03JF02JF03BAGBOTTLE ( )79%57%25% Copyright 2002 ACNielsen49l , 25g . l 4 l 25g l l , Copyright 2002 ACNielsenCopyright 2002 ACNielsen5168.679

37、.215.316.116.54.2Volume BaseValue BaseBOTTLEBAGOthers( 03)(-10%)(-11%) s .4.817.549 2.811.354 8.624.9473.613.6543.815.8474.214.5489.129.7514 1.87.556A 4.316.755 3.513.25012.329.345Copyright 2002 ACNielsen523733.86366.2Volume BaseValue BaseModern TradeTraditional Trade6.66.32930.631.733.831.430.6Volu

38、me BaseValue BaseSouthEastNorthWest5.54.918.734.834.44143.816.9Volume BaseValue Base4 CityA CityBCD CityTown( 03) Copyright 2002 ACNielsen53( 03) , 2551.93054.72077.95024.813558.44520.24040.510Value Share43.538.65.95.42.60.90.80.5Volume Share41.5353.710.82.22.30.91.122.8Copyright 2002 ACNielsen54 22

39、.919.757.4 14.510.568.310.67.867.7 6.36.547.8 5.85.750.2 5.45.350.3 5.46.441.94477633.346.1 3275.71.92.242.521.230.6( 03) , Copyright 2002 ACNielsen554 A 22.957.71824.718.625.73221.619.4 14.58.117.513.514.215.11617.711.110.65.112.112.19.19.99.511.910.2 6.33.97.38.53.83.53.98.16.1 5.81.61.9882.27.46.

40、54.9 5.40.101622.2028.5 5.48.212.60.92.73.64.25.16.54477630.72.760.82.14.12.8 31.61.35.62.41.31.93.931.96.30.50.93.13.82.41.41.8( 03) , Copyright 2002 ACNielsen5650%45%31%58%76%30%78%National4 CityA CityBCD CityTownModernTradeTraditionalTradeBottleBagOthers 0325G 1.4 Copyright 2002 ACNielsen5719%11%

41、14% 18%34%14% 37%National4 CityA CityBCD CityTownModern TradeTraditional TradeBottleBagOthers 03. 506032 90324117 30g263313 80g24325 20g192119 2001726 Copyright 2002 ACNielsen5813%3%6%17%38%7%42%National4 CityA CityBCD CityTownModern TradeTraditional TradeBottleBagOthers 03.637736 80425617 40283711

42、30232720 Copyright 2002 ACNielsen5927%6%15%30%44%14%53%National4 CityA CityBCD CityTownModern TradeTraditional TradeBottleBag 03. 576840 40385210 25282830 25263119 10013190Copyright 2002 ACNielsen60l l , l Copyright 2002 ACNielsen61Copyright 2002 ACNielsen62l 通過(guò)辛勤的工作獲得財(cái)富才是人生的大快事。通過(guò)辛勤的工作獲得財(cái)富才是人生的大快事。

43、l 一個(gè)人一生可能愛(ài)上很多人，等你獲得真正屬于你的幸一個(gè)人一生可能愛(ài)上很多人，等你獲得真正屬于你的幸福后，你就會(huì)明白以前的傷痛其實(shí)是一種財(cái)富，它讓你福后，你就會(huì)明白以前的傷痛其實(shí)是一種財(cái)富，它讓你學(xué)會(huì)更好地去把握和珍惜你愛(ài)的人。學(xué)會(huì)更好地去把握和珍惜你愛(ài)的人。21.12.305:275:27:40l 人只有為自己同時(shí)代人的完善，為他們的幸福而工作，人只有為自己同時(shí)代人的完善，為他們的幸福而工作，他才能達(dá)到自身的完善。他才能達(dá)到自身的完善。l 每項(xiàng)事業(yè)成功都離不開(kāi)選擇，而只有不同尋常的選擇才每項(xiàng)事業(yè)成功都離不開(kāi)選擇，而只有不同尋常的選擇才會(huì)獲取不同尋常的成功。會(huì)獲取不同尋常的成功。5:27:40

44、5:2721.12.30l 論命運(yùn)如何，人生來(lái)就不是野蠻人，也不是乞討者。人論命運(yùn)如何，人生來(lái)就不是野蠻人，也不是乞討者。人的四周充滿真正而高貴的財(cái)富的四周充滿真正而高貴的財(cái)富身體與心靈的財(cái)富。身體與心靈的財(cái)富。l 人生沒(méi)有彩排，每一個(gè)細(xì)節(jié)都是現(xiàn)場(chǎng)直播。人生沒(méi)有彩排，每一個(gè)細(xì)節(jié)都是現(xiàn)場(chǎng)直播。l 對(duì)產(chǎn)品質(zhì)量來(lái)說(shuō)，不是對(duì)產(chǎn)品質(zhì)量來(lái)說(shuō)，不是100分就是分就是0分。分。l 成功的經(jīng)理人員在確定組織和個(gè)人的目標(biāo)時(shí)，一般是現(xiàn)成功的經(jīng)理人員在確定組織和個(gè)人的目標(biāo)時(shí)，一般是現(xiàn)實(shí)主義的。他們不是害怕提出高目標(biāo)，而是不讓目標(biāo)超實(shí)主義的。他們不是害怕提出高目標(biāo)，而是不讓目標(biāo)超出他們的能力。出他們的能力。l 管理就是

45、決策。管理就是決策。5:275:27:4021.12.30l 經(jīng)營(yíng)管理，成本分析，要追根究底，分析到最后一點(diǎn)。經(jīng)營(yíng)管理，成本分析，要追根究底，分析到最后一點(diǎn)。l 再實(shí)踐。再實(shí)踐。2021年年12月月30日星期四日星期四5時(shí)時(shí)27分分40秒秒l 世上并沒(méi)有用來(lái)鼓勵(lì)工作努力的賞賜，所有的賞賜都只世上并沒(méi)有用來(lái)鼓勵(lì)工作努力的賞賜，所有的賞賜都只是被用來(lái)獎(jiǎng)勵(lì)工作成果的。是被用來(lái)獎(jiǎng)勵(lì)工作成果的。l 除了心存感激還不夠，還必須雙手合十，以拜佛般的虔除了心存感激還不夠，還必須雙手合十，以拜佛般的虔誠(chéng)之心來(lái)領(lǐng)導(dǎo)員工。誠(chéng)之心來(lái)領(lǐng)導(dǎo)員工。2021年年12月月30日日5時(shí)時(shí)27分分5:27:40l 預(yù)防是解決危機(jī)的

46、最好方法。預(yù)防是解決危機(jī)的最好方法。l 我們不一定知道正確的道路在哪里，但卻不要在錯(cuò)誤的我們不一定知道正確的道路在哪里，但卻不要在錯(cuò)誤的道路上走得太遠(yuǎn)。道路上走得太遠(yuǎn)。l 不要把所有的雞蛋放在同一個(gè)籃子里。不要把所有的雞蛋放在同一個(gè)籃子里。l 用他，就要信任他用他，就要信任他;不信任他，就不要用他。不信任他，就不要用他。l 溝通再溝通。溝通再溝通。2021年年12月月30日星期四日星期四l 多掙錢(qián)的方法只有兩個(gè)：不是多賣(mài)，就是降低管理費(fèi)。多掙錢(qián)的方法只有兩個(gè)：不是多賣(mài)，就是降低管理費(fèi)。l 我所做的，就是創(chuàng)辦一家由我管理業(yè)務(wù)并把我們的錢(qián)放我所做的，就是創(chuàng)辦一家由我管理業(yè)務(wù)并把我們的錢(qián)放在一起的合伙人企業(yè)。我將保證你們有在一起的合伙人企業(yè)。我將保證你們有5%的回報(bào)，