個人潤膚產(chǎn)品市場

1、Updated to Jan/Feb2003Skin Moist. Body Market OverviewHow XX Milk Help Brand Sales & Share GainBB&Kids Cream, XX Cream Launch EvaluationExplore Skin Moist. Sachet OpportunityTotal Skin Moisturizer6%9%4 Months Growth vs YA2%3%VolumeValueMAT Growth vs YAVolume Sales(Ton)Value Sales(Mil.Rmb)6%9%3%8%11%

2、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 JF02Volume Sales-Ton, (National)National, Body BaseXX20.019.7-0.320.719.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820.22.21.42.21.80.4National, Body Base4M t

3、oJF024M to JF03ChgND 01JF 02ND 02JF 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 LING1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82.51.91.1O.BRAND37.7

4、40.93.239.535.939.942.26.3National, Body Base4M toJF024M to JF03ChgND 01JF 02ND 02JF 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

5、.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.Volume Share(Body Base)TTL BODY10011CREAM35.2-4LOTION51.326Basic43.525Pure White0.5-56Pure UV4.254UV+White3.180OIL13.54

6、4M to JF03Growth vs YANumber in red is of XX product growth respectively.(National)100735.9-455.01740.3140.4-598.8215.5668.83Value Share(Body Base)4M to JF03Growth vs YA4Months to JF03 vs YANational, Body Lotion Basic Base4M toJF024M to JF03ChgND 01JF 02ND 02JF 03ChgXX39.535.4-4.139.739.333.337.9-1.

7、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 ZI2.61.5-1.12.3312.1-0

8、.9O.BRAND17.118.81.71618.217.620.32.1YU MEI JING priced about 60rmb/kg.YU MEI JING3.184.92.83.39.26.73.4BAI QUE LING1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.BRAND11.814.52.711.312.514.114.62.1XX48.545.8-2.

9、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 01JF 02ND 02JF 03ChgBody Lotion Basic Base108ml67897887111112119220ml7881078789101098Weighted Distribution(Rmb10.6/p)(Rmb10.3/p

10、)4M to JF024M to JF03JF 02JF 03NationalYMJ 6.115.6108ml1.43.489220ml4.712.278N2 YMJ 26.362.8108ml613.61216220ml19.749.2912N A CityYMJ 33.262.2108ml6.912.32330220ml25.549.92630Volume ShareWeighted DistributionVolume Sales(Ton)Value Sales(000Rmb)24%13%34%24%52%29%-5%-13%Number in green is of the annua

11、l growth MAT JF03 vs MAT JF02YU MEI JING15.69.54.9-0.739.12543.2BAI QUE LING4.70.47.72.81.8-3.13.60.2HAI 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 toJF03chg YAJF02chg YAJF02chg

12、YAJF02chg YAXX35.4-4.131.3-3.433.9-10.346.91.5VASELINE7.7-3.614.5-4.23.3-2.62.1-6.7NIVEA6.20.311.2-0.54.3-0.30.70.2SOFTSENSE4.4-0.29.7-1.90.60.40.60.4A CityBCD City4 CityNationalVolume Base Body Lotion Basic BaseValue Base Body Lotion Basic BaseYU MEI JING852.1-0.221.514.13.22.6BAI QUE LING1.70.22.5

13、0.90.7-11.40.2PEARS10.10.1-0.11.9-0.31.20.4FA0.9-0.71.30.30.3-0.21.1-2.8TOBABY0.8-0.50.3-0.41.1-1.21.50.6XILI0.800.300.30.12.20.3O.BRAND14.52.412.56.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NIVEA9.50.915.2-0.57.90.610.3SOFTSENSE5.20.410.5-0.90.90.70.90.64

14、Months toJF03chg YAJF02chg YAJF02chg YAJF02chg YAA CityBCD City4 CityNationalTotal Skin Moisturizer experienced faster growth rate in this winter with positive price inflation - 6% in volume and 9% in valueAccelerated growth rate had been captured in all segments, esp. In Facial and Hand, which both

15、 experienced higher value growth than volume growthBody also captured positive volume growth (11%), but its value growth was much lagged behind (7%) in recent winterWith Body, Lotion still obtained outstanding growth with growth rate of 26% in volume and 17% in value; but cream declined which led to

16、 a slower growth rate in total bodyThe price deflation in Body Lotion mainly traced to basic Body Lotion, where local brands, like Bai Que Ling and Yu Mei Jing, developed fastOverall, XX did captured positive growth in recent winter period and Milk largely contributed to our growth But we still slig

17、htly lost share in Body market in recent winter due to slower growth than the market, especially in the Basic Body Lotion segmentIn 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 gai

18、ns in BCD cities, which narrowing our overall share lostOverall 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 Volume(TON)Value(000rmb)4 Months

19、 to4 Months toUC LotionReg.LotionMilk LotionGZSHBJCDA CITYVolume ShareValue ShareUC LotionReg.LotionMilk LotionShare Base, Body Lotion BasicGZSHBJCDA CITY4 Months to4 Months toValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03Chg YAXX Basic Lotion32.528-4.530.834.724.731.9-

20、2.8MILK 200ml5.75.738.98.9REG LOTION10.16.7-3.410.39.97.45.8-4.1100ml3.32.5-0.83.13.42.62.4-1200ml6.82.9-3.97.16.532.8-3.7300ml1.21.21.80.60.6UC LOTION22.415.6-6.820.524.814.217.2-7.6100ml5.86.30.56.25.46.36.30.9200ml16.69.3-7.314.319.57.911-8.5ND01JF02ND02JF03JF02JF03MILK 200ml607013.6REG LOTION878

21、78676100ml747284753.4200ml878561545.6300ml27223.1UC LOTION88868986100ml656380758.9200ml8785878613.6Weighted DistributionS.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.Rmb/Kg4Months toJF 02JF 03ChgJF 02JF 03ChgJF 02JF 034 Key Brand96.990.3-6.7

22、91.579.9-11.7XX32.528-4.53426.8-7.2126130VASELINE3127.7-3.42621.7-4.3157158SOFTSENSE18.218.70.519.118.1-1.1125128NIVEA15.215.90.712.413.30.9161148BAI QUE LING1.83.41.66.211.65.43936O.BRAND0.55.65.10.47.77.317391Value ShareVolume ShareIn O.brands, key brand are of露華濃 雅佳美 潤膚露450ml priced RMB37/pck(82r

23、mb/kg), andBody Lotion Basic Base(200ML)Body Lotion Basic BaseSoftsenseNiveaVaselineJF 02JF 03JF 02JF 03JF 02JF 03MILK 200ml7013.626.3XX REGULAR 100ml72754.33.414.614.2XX REGULAR 200ml85546.95.621.522.1XX REGULAR 300ml223.131.4XX UC 100ml63757.88.916.316.5XX UC 200ml858620.813.624.123.4SOFTSENSE 110

24、ml52735.913.315.716.1SOFTSENSE 200ml837512.612.223.923.3FIRMING 200ml64627.97.247.933.6FRESH 125ml34443.42.722.922.1FRESH 200ml52622.47.230.227.3INTENSIVE MILK 125ml55422.92.118.522INTENSIVE MILK 200ml526111.210.423.827.4Vaseline 100ml636419.712.918.819.1Vaseline 200ml516228.126.429.129.6WeightedDis

25、tributionS.P.P.D(000RMB)RMB/PckValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03Chg YAXX37.130.1-739.634.629.131.4-3.2MILK 200ml5.15.12.68.18.1REG LOTION12.310.1-2.213.311.311.38.7-2.6100ml4.94.1-0.85.24.64.33.8-0.8200ml6.95.3-1.67.66.16.24.2-1.9300ml0.20.70.50.20.30.70.60

26、.3UC LOTION24.814.9-9.926.323.315.214.6-8.7100ml9.15.4-3.710.57.74.36.8-0.9200ml15.79.5-6.215.715.610.97.8-7.8ND01JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml36556.2REG LOTION849386845.14.3100ml677682782.52.1200ml706672663.92.7300ml131322130.91.9UC LOTION8382817811.87.8100ml828

27、0767543.8200ml716773679.74.9Rmb/Kg4Months toJF 02JF 03ChgJF 02JF 03ChgJF 02JF 03Value ShareVolume ShareBody Lotion Basic BaseXX37.130.1-730.823.3-7.5141139NIVEA21.219.3-213.211.8-1.4188175VASELINE14.714.80.19.39.1-0.2185175YU MEI JING9.19.40.320.219.7-0.65352FA4.24.60.33.94.90.9125101SOFTSENSE1.11.6

28、0.411.40.4135123O.BRAND12.620.27.621.629.88.2118106In O.brands, key brand are of露華濃 雅佳美 drove sale in BJBody Lotion Basic BaseFANiveaVaselineJF 02JF 03JF 02JF 03JF 02JF 03WeightedDistributionS.P.P.D(000RMB)RMB/PckMILK 200ml556.229.1REGULAR 100ml76782.52.115.315.5REGULAR 200ml66663.92.723.122.4REGULA

29、R 300ml13130.91.934.731.9ULTRA CARE 100ml807543.817.917.1ULTRA CARE 200ml67679.74.926.826.1FA 100ml47261.81.515.110.9FA 250ml3311.41827.226.8FA 400ml-PUMP195.738.2FIRMING LOTION 200ml334414.96.553.150.6FRESH 125ml4121.41.724.424.4FRESH 200ml32372.2332.128.8INTENSIVE MILK 125ml21302.81.720.225INTENSI

30、VE MILK 200ml334566.72629.2VASELINE 100ml54447.16.121.421.2VASELINE 200ml37328.66.732.329.8Nivea(95Rmb/kg)Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03Chg YAXX60.149.8-10.361.658.148.651.9-6.2MILK 200ml553.188REG LOTION27.818.1-9.726.229.718.218-11.750ml1.60.6-11.71.40

31、.50.7-0.7100ml11.27.5-3.711.610.87.47.6-3.2200ml14.79-5.712.517.59.38.6-8.9300ml01.11.1001.11.21.2ULTRA CARE32.326.7-5.635.428.427.325.9-2.5100ml2216.5-5.527.814.815.917.32.5200ml10.310.37.613.611.48.60-5.0ND01JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml192235.9REG LOTION544561

32、5749.931.150ml2215966.911100ml5144525218.514.4200ml403336374022.7300ml87ULTRA CARE4537575958.143.2100ml4436555431.131.5200ml3126312939.629.2Body Lotion Basic BaseValue Share4 Months toA CITYS AE AN AW AIn W A, firming lotion contributed most of share gain.Body Lotion Basic BaseValue ShareWeighted Di

33、stributionRmb/PckJF 02JF 03JF 02JF 03INTENSIVE MILK 200ml9102631INTENSIVE MILK 125ml322125FRESH 200ml5123430FRESH 125ml542724FIRMING LOTION 200ml5115048INTENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200mlWeighted Distribution Launch of Milk did help us to gain sales in

34、A cities but not much in SH and BJMilk 200ml expanded distribution fast and obtained strong in-store off-takeAt the same time, in-store off-take of 200ml of our regular and UC declined, without distribution lost yetOverall, in A cities, we still have rooms to improve distribution of MilkVolume Sales

35、(Ton)Value Sales(Mil.Rmb)-5%+3%Size Growth vs YA-11-10-50727-1214M toJF024M toJF03Chg YAND 01JF 02ND 02JF 03Chg YAYU MEI JING2220.7-1.320.523.620.820.6-3HAI ER MIAN15.713.9-1.817.613.613.814.10.5XX6.812.75.96.27.412.712.65.2CHUN JUAN118-310.711.488.1-3.3AN AN6.34-2.35.86.944-2.9SAKULA3.43.403.43.33.

36、83-0.3LONG LI QI0.62.72.10.212.82.71.7BAOBEI21.2-0.81.82.31.21.1-1.2XIAO DING DANG0.210.80.20.20.91.10.9BALLET0.80.5-0.30.80.70.50.5-0.2Value Share(BB&Kids Cream Base)4 CityA CityBCD CityTown4Months toJF 03Chg YAJF 03Chg YAJF 03Chg YAJF 03Chg YAYU MEI JING10.5-3.928.6-10.419.93.919.1-2.2HAI ER MIAN1

37、7.7-7.110.6-0.616.70.111.9-3XX35.919.4207.110.33.12.11.5CHUN JUAN10.9-7.10.7-0.54.9-3.116.6-1.4AN AN0.4-0.61.6-1.55.4-3.65.4-1.1SAKULA3.8-1.74-0.63.40.82.9-0.1LONG LI QI1.513.52.83.22.721.3BAOBEI1.6-0.61.1-0.80.8-0.61.4-1.4XIAO DING DANG0.70.70.60.51.31.11.10.9BALLET0.2-0.11.1-1.50.60.20.1-0.2Value

38、Share(BB&Kids Cream Base)Value Share(BB&Kids Cream Base)Weighted DistributionValueShareVALS.P.P.DWTDWeightedDistributionNumericDistributionRmb/PckHAI ER MIAN 40g10.68152136.4XX UC 60g7.97741721.4XX IC 25g6.88532710.5XX IC 60g6.17333421.8XX UC 25g663381010.6YU MEI JING 40g3.8592685.5HAI ER MIAN 25g3.

39、75825142.9National 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.Value Base4Months toJF 02JF 03JF 02JF 03JF 02JF 03YU MEI JING2220.720.116.923.926.1HAI ER MIAN15.713.919.116.112.110.8XX6.812.711.720.

40、11.52CHUN JUAN1183.9218.716.6AN AN6.343.82.196.8Traditional StoreH/S/DeptNationalValue Share(BB&Kids Cream Base)ChunjuanY M JH.E.MValue Share(BB&Kids Cream Base)79%57%25%Bag contribution in traditional store by brandXX Cream sales increasing fast, IC 25g launch accelerated growth in this peak season

41、. XX gained share significantly in 4&A and catching up with H.E.M in BCD as wellIC 25g consumer off-take well performed overallXX cream distribution is competitive in modern trade will weak in traditional storeY.M.J/Chunjuan/H.E.M high share in traditional trade, bag products contributed their share

42、 in this trade(National-MAT JF03)(-10%)(-11%)Number in brackets is bags annual growth rate.ValueShareVolumeShareRmb/KgNational4.817.549Modern Trade2.811.354Traditional Trade8.624.947South3.613.654East3.815.847North4.214.548West9.129.7514 Cities1.87.556A Cities4.316.755BCD Cities3.513.250Town12.329.345(National-MAT JF03) (National-MAT JF03) , Bag Moisture BaseRmb/Kg25GM51.930GM54.720GM77.950GM24.8135GM58.445GM20.240GM40.510GMValue Share43.538.65.95.42.60.90.80.5Volume Share41.5353.710.82.22.30.91.122.8Val