某年度清潔用品市場分析報(bào)告課件

RetailAuditPresentation

PreparedXXXUpdatedtoJan/Feb.2003RetailAuditPresentation

PreCategoryOverviewPersonalWashCategoryOverviewPersonalWashAgendaCategoryOverviewWhyXX-BathLiquidLoseShareinSH/EA/SBCD/EBCDMilkYearlyPerformanceReviewExplore300~999mlPackSalesOpportunityTTTBagLaunchEvaluationAgendaCategoryOverviewCategoryOverviewCategoryOverviewSummary

CategoryOverviewTotalPWmarketsizeincreasedcontinuouslydrivenbyBathLiquid,andHandWashsizeemergedinlatest2yearsacrosscities;Barsoapsizeincreasedincitiesaswellsofar,BarsoapmarketsizehaslittlesalesimpactfromthegrowthofHandWashandBathLiquidXXsalesgrewinlinewithtotalmarketyearlywhilebehindthegrowthrateinlatest6monthvsYA;andlosesharetracedtoSH/EA/SBCD/EBCDSummary

CategoryOverviewTotalSummary

CategoryOverview(Con.)OverallMNBgainedshareinlatest6monthsvsYAlargelydrivenbyP&G;OlaygainedsharefastestfollowedwithDoveZici/AoxuecapturedsharegaincontinuouslyXXMilksharegainedanddistributionincreasedvslastyearwhilefailedtorecoverthelosefromothervariantsSummary

CategoryOverview(Con.ProductSegmentAnnualGrowth

TotalCategoryIncreasedWhileBarSoapSalesMaintainVolumeSales(Mil.Ton)ValueSales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%YearGrowthProductSegmentAnnualGrowth

ProductSalesMix&GrowthbyCity

BarCapturedSizeGrowthInCity,WhichIndicatingLittleImpactFromtheGrowthofBW/HW12249100-7-9155511041893614233156068VolumeBase-MATJF03YearGrowth38ProductSalesMix&GrowthbyProductSalesMix&GrowthbyRegion

PWGrewTracedtoS/E/NWhereBarSizeIncreaseAsWellVolumeBase-MATJF03YearGrowth-5-92572151133106134501041905610512249100ProductSalesMix&GrowthbyProductSegmentSalesGrowthIndex

SoapSalesCapturedSlightlyDeclineInLatest2Periodsvs.YATotalPersonalWashVolumeGrowthIndexProductSegmentSalesGrowthIProductSegmentGrowthbyCity

ND02/JF03vsND01/JF02

BarSoapSalesDeclineInBCD&TownVolumeGrowthTTLPWBarSoapBathLiquidHandWashNational6.4-3.639.175.24Cities26.31.367.159.6ACities87.6BCDCities9.9-1.949.384.3Town-10.3-12.220.8-25.6ProductSegmentGrowthbyCityProductSegmentPriceTrend(JF01~JF03)ProductSegmentPriceTrend(JFBathLiquidSalesGrowthXXVs.TTL

XXBehindMarketGrowthInJF03vsJF02VolumeBaseValueBaseVolumeBaseValueBaseBathLiquidSalesGrowthXXVsMulti.NationalManufactureShare&Chg

P&GDrovetheGrowthOfMNBInLastWinterSeason;XXLoseShare6MtoJF026MtoJF03+/-ChgSO01ND01JF02SO02ND02JF03+/-ChgJF03vs.02MNBBathLiq.1718.91.916.817.618.619.120.421.42.8XX7.57-0.56.97.2-1.1P&G3.57.06.73.2Unilever5.14.1-0.4Kao0.3MNBBathLiq.2931.32.328.33030.731.433.635.44.7XX11.611.1-0.511.31012.910.511.111.5-1.4P&G7.611.712.45.2Unilever8.06.9-7.15.577.80.7Kao3.34.03.70.2VolumeShareValueShare(NationalBathLiquidBase)Multi.NationalManufactureShaMNB&KeyLo.BrandValueShare

OlayLeadingTheGrowthFollowedwithDove6MtoJF026MtoJF03SO01ND01JF02SO02ND02JF03+/-JF03vs.02MNBBathLiq.2931.32.328.33030.731.433.635.44.7XX11.611.1-0.511.29.912.910.411.111.5-1.4OLAY2.85.02.6LUX6.44-4.6-1.1SAFEGUARD-0.1DOVE1.933.22BIORE3.32.3-1.022.12.3-1.2ZEST1.7QINGXIN(NationalBathLiquidBase)AOXUE33.31.9LIUSHEN8.26.9-1.3-1.5ZICI1.5+/-ChgMNB&KeyLo.BrandValueShareMNBPriceTracking,National

Olay/SFG/DovePriceGapNarrowingDownWithXXJF02SO02ND02JF03XX68100%615957100%OLAY97142%747472127%LUX70103%60605596%SAFEGUARD87127%626363111%DOVE80117%656260107%BIORE6493%57575393%ZEST54535393%QINGXIN45454478%PriceIndextoXXPriceIndextoXXLIUSHEN45484681%4674%Rmb/LitRmb/LitMNBPriceTracking,National

OBathLiq.KeyBrandsDistributionGrowth

CompetitorsCloseDistributionGapwithXXWeightedDistributionBathLiq.KeyBrandsDistributBathLiq.XX/MNB/Lo.ShareChangebyCity

XXDeclinedNoticeableInSH/EA/EBCD/SBCDVolumeShareChange(SO01~JF03vsSO02~JF02)BathLiq.XX/MNB/Lo.ShareXXBathLiq.ShareTrendByVariant

MilkFailedtoRecovertheLoseFromOldVariants(NationalVolumeShareBathLiquidBase)XXBathLiq.ShareTrendByVaXXBathLiq.ShareTrendByVariant

(NationalValueShareBathLiquidBase)XXBathLiq.ShareTrendByVaXXBathLiq.VariantDistributionTrend

EachVariantDistributionIncreasingvs.YANationalWeightedDistributionXXBathLiq.VariantDistributWhyXXLoseShareInSH/EA/EBCD/SBCDWhyXXLoseShareInSH/EA/EBXXShare&ChangebySKU,SH-H/S

ShareDeclineAllVariantsExceptMilkSO01ND01JF02SO02ND02JF03XX11.313.316.811.413.312.3COOLING0.70.4300ML1000MLBLUE100ML300ML1000MLYELLOW300ML1000MLMILK300ML22.92.51000ML02.62.4PEACH11.12.1300ML1000MLTTT300ML(Bag)300ML+/-%ChgSO02~JF03vsYAValueShare(BathLiq.Base)-1.3-0.2-0.20-0.70-0.4-0.3-0.8-0.5-0.2-0.8-0.4-0.4-0.10.3-0.3XXShare&ChangebySKU,SH-HXXSKUWeightedDistribution,SH-H/S

Dist.IncreasingMostSKUs&ShelfChoiceIncreasingXXCOOLING300ML1000MLBLUE100ML300ML1000MLYELLOW300ML1000MLMILK300ML1000MLPEACH300ML1000MLTTT300ML(Bag)300MLSO01ND01JF02888990867675776373565355868979445949848779414145797069797069525154227586227485146668878786878686515253827475717173SO02ND02JF03868787848483767570676661848785625962838685555861787775717370645760797784797784737172847775655652646160858584303531848483XXSKUWeightedDistribution,KeyBrandShare&Distribution,SH-H/S

Dove/Olay/SFG/QingXingGainedShareValueShare(BathLiq.Base)WeightedDistributionKeyBrandShare&DistributionSegmentShare&ChgbyBrand,SH-H/S

Fresh/AntigermGainedImportanceWhileXXCoolingWeak;DoveSharePrompted&LeadingInMoist.SO01~JF02SO02~JF03OTHERS2013.5XX6.14.4LUX4.90.1MOISTURIZER43.343.7DOVE2.810.5XX66.8Olay5.16.3LUX6.65.7NIVEA43.8BIORE2.91.9PONPON3.61.3FRESH28.731LIUSHEN17.215.2QINGXIN4.7ZEST2.3BIORE4.32LUX2.31.9XX1.21BEAUTYWHITENING12.9LUX1.9ANTI-GERM6.18.5SAFEGUARD3.86DETTOL1.51.9ValueShare(BathLiq.Base)SegmentShare&ChgbyBrand,DoveSKUShare&Distribution&Price,SH

750mlGainedShareStronglyValueShare(BathLiq.Base)-SHH/SJF02ND02JF03Dove447574250ml7473500ml202550ml44750ml6271WeightedDistributionJF02ND02JF03Dove866161250ml8080500ml84550ml102750ml5656Rmb/LitDoveSKUShare&Distribution&PrDoveSKUShare&Distribution&Price,SH

720mlGainedRapidly;MoreShelfChoiceValueShare(BathLiq.Base)-SHH/SJF02ND02JF03OLAY576772BLUE200ml1418BLUE400ml5861BLUE720ml4855O.400ml564

4O.720ml288

7PINK200ml1517PINK400ml5861PINK720ml5763JF02ND02JF03OLAY786564BLUE200ml75

76

BLUE400ml68

69

BLUE720ml60

60

O.400ml85O.720ml68PINK200ml78

76PINK400ml69

69PINK720ml59

59WeightedDistributionRmb/LitDoveSKUShare&Distribution&PrQingxinSKUShare&Distribution&Price,SH

NewComerswithCompetitivePriceValueShare(BathLiq.Base)-SHH/SWeightedDistributionRmb/LitQingxinSKUShare&DistributionZestSKUsShare&Distribution&Price,SH

750mlCapturedDist.PushRecentlyValueShare(BathLiq.Base)-SHH/SWeightedDistributionRmb/LitZestSKUsShare&Distribution&PLiushenSKUsShare&Distribution&Price

NewLaunchItemsFailedtoHelpShareGainValueShare(BathLiq.Base)-SHH/SLiushenSKUsShare&DistributioLiushenSKUDistribution&PriceInSh-H/S

PriceMaintainJF02JF03JF02JF03LIUSHEN95874640TEXIAO1000ml9393432TEXIAO700ml85454747TEXIAO350ml92424645TEXIAO200ml30215551SHUANGFU1500ml2830SHUANGFU1000ml3932SHUANGFU700ml2746SHUANGFU350ml4247SHUANGFU200ml2972RUFU700ml3747RUFU350ml7248RUFU200ml2250WeightedDistributionRmb/LitLiushenSKUDistribution&PriLuxVariantsShareInSH-H/S

ShareAlmostMaintainVs.YAValueShare(BathLiq.Base)-SHH/SLuxVariantsShareInSH-H/S

SLuxSKUShare&Dist&PriceInSH-H/S

OrangeWellPerformed;1LitLaunchWithLowerPriceJF02JF03JF02JF03JF02JF03JF02JF0313.512.5797665461000mlBLUE0.8303837250mlBLUE0.5736817750mlBLUE0.97245351000mlSHUANGFU(G)0.6303937250mlSHUANGFU(G)0.7746817750mlSHUANGFU(G)0.87147351000mlRUNFU(WHITE)2.5303837250mlORANGE1.8746717750mlORANGE3.7714534300mlSHUANGFU(G)0.8446820750mlSHUANGFU(G)0.9426347300mlBLUE1.3466821750mlBLUE1.5646045300mlPINK1456921750mlPINK1.1416146300mlPURPLE1.7266820750mlPURPLE1.6566549300mlRUNFU(WHITE)1.3226820300mlMEIFU(PINK)0.3226720750mlMEIFU(PINK)1226045LUXWeightedDist.Rmb/LitVal.ShareRmb/PackLuxSKUShare&Dist&PriceInSHKeyBrandShareChangebyPacksize

XX1LitLoseShareWhileDove/Olay/SFGBigpackIncreasedFastSO02~JF03chgLUX9.6-4.3250ML33300ML0.3-7.8750ML5.2-0.41000ML1.21.2DOVE10.67.8250ML33500ML0-1.1550ML0-1.2750ML7.67.6SO02~JF03chgXX12.2-1.3100ML0.5-0.1300ML6.8-0.41000ML4.9-0.8BIORE3.9-3.5300ML1.1-1.1750ML1.2-3.51000ML1.61.1QINGXIN4.84.8300ML1.31.3750ML3.53.5LIUSHEN14.7-2.5200ML1.3-0.4350ML3.9-1.9700ML3.1-5.61000ML5.34.41500ML1.11.1SO02~JF03chgOLAY6.31.3200ML0.60.4400ML2.4-0.5720ML3.31.4SFG6.12.2200ML0.60.2400ML2.50.9750ML31.1ZEST2.32.3200ML0.50.5400ML1.11.1750ML0.80.8ValueShare(BathLiq.Base)-SHH/SKeyBrandShareChangebyPackKeyBrandBigPrice,SH-H/S

XX1LPriceperPackHighCouldBeAnIssueBehindRmb/PckSO01~JF02SO02~JF03XX1000ML484444BIORE750ML555742BIORE1000ML444444QINGXIN750ML4030LIUSHEN1000ML343232LIUSHEN1500ML3146LUX1000ML3838DOVE750ML5642OLAY720ML735943SFG750ML695138ZEST750ML4131Rmb/KgSO02~JF03LUX750ML463561KeyBrandBigPrice,SH-H/S

XMNBBigPackTopSKURanking,SH-H/S

XXShareBehindCompetitorsInSKULevelSO01ND01JF02SO02ND02JF03ValueShare(BathLiq.Base)DOVE750MLLUXORANGE750ML2.733.7OLAYPINK720ML1.112.8LUXRUNFU(W)1000ML0.22.5XXMILK1000ML02.62.4QINGXINCAOYE750MLXXPEACH1000MLBIOREKAOZIRUN1000MLLIUSHENTEXIAO1000MLOLAYPGBLUE720MLXXJJYELLOW1000MLXXJXXLUE1000MLXXCOOLING1000MLMNBBigPackTopSKURanking,SMNBBigPackTopSKUDistribution&S.P.P.D&Price,SH-H/S

Dove/Olay/LuxSKUBetterIn-StorePerformanceWeightedDistributionSPPDJF03JF02ND02JF03JF02ND02JF03DOVE750ML18.3LUXORANGE750ML8.2OLAYPINK720ML7.1LUXRUNFU(W)1000ML13.1XXMILK1000ML5.2QINGXINCAOYE750ML3.5XXPEACH1000ML4.4BIOREKAOZIRUN1000ML14.2LIUSHENTEXIAO1000ML6.1OLAYPGBLUE720ML4XXJJYELLOW1000ML2.1XXJXXLUE1000ML1.1XXCOOLING1000ML56564645595942384943444041474446484341343132606046434544434049504762716971576319306871728380536160918189353948555457604558615566610.6Rmb/LitMNBBigPackTopSKUDistributWhyXXLoseShareInSHXXloseshareacrossallvariantsexceptMilkXXdistributiongainedmostSKUs,andshelfchoiceincreasingXXshareloseunderthecompetitionfromMNB,DovegainedthemostfollowedwithOlaywhichconsolidatedsharefromotherbrandsof‘Moisturizer’segment;newcomersQingxin/Zestgainedanddrove‘Fresh’whileXXCoolingweakXX1Litsharedeclining,andsharebehindcompetitorsinSKUlevel,pricecouldbeanissuebehindWhyXXLoseShareInSHXXloseXXShare&ChangebySKU,EA

ShareDeclineOnBlue/TTT/CoolingSO01ND01JF02SO02ND02JF03XX14.712.511.7COOLING300ML1000ML00BLUE100ML2.82.621.612.6300ML1000MLYELLOW300ML11.10.61000MLMILK22.72.9300ML1000ML00.40.4PEACH300ML1000MLTTT100ML1.31.2300ML1.21.2TTT300bagisof0.1%inJF03ValueShare(BathLiq.Base)+/-%ChgSO02~JF03vsYA-5.8-0.6-0.50-3.3-0.8-2.4-000.10-4.2-2.7-1.5XXShare&ChangebySKU,EA

XXSKUWeightedDistribution,EA

SKUDistributionIncreased&MoreShelfChoiceSO01ND01JF02SO02ND02JF03XX606162816467COOLING331613292722300ML3314122927191000ML11105261619BLUE605961755353100ML454343744552300ML3925253634271000ML1797241620YELLOW111917393132300ML1119173831321000ML997261619MILK3108423432300ML31084134331000ML3108241518PEACH181924423436300ML1819154033351000ML9916231618TTT524746625661100ML403531463243300ML242727394140TTT300bagweighteddist.isof16XXSKUWeightedDistribution,KeyBrandShare&Distribution,EA

ANumberOfCompetitorsGainedShareValueShare(BathLiq.Base)WeightedDistributionQingxinsharescoredto7%inSO02and1.4%inJF03KeyBrandShare&DistributionSegmentShare&ChgbyBrand,EA

Moist.&FreshGainedImportance;XXCoolingWeakOTHERS29.720.5XX12.65.1LONGLIQI4.42.4MOISTURIZER27.433.2Olay6.511LUX2.64XX1.43.7DOVE0.32.3BIORE41.9FRESH21.625.9LIUSHEN13.410.2QINGXIN4.4ZEST2.9XX0.90.4BEAUTYWHITENING3.84.7LUX1.5SOFTTO10.7ANTI-GERM14.914.9SAFEGUARD1312.7SO01~JF02SO02~JF03ValueShare(BathLiq.Base)SegmentShare&ChgbyBrand,OlaySKUsShare&Distribution&Price,EA

BalancedGainedFromPacksValueShare(BathLiq.Base)WeightedDistributionJF02ND02JF03Blue200ML3725Blue400ML4229Blue720ML2422Others200ML43118Others400ML3954Others720ML1645Pink200ML3830Pink400ML3528Pink720ML2422JF02ND02JF03Blue200ML9086Blue400ML7675Blue720ML6568Others200ML119116121Others400ML1015270Others720ML776456Pink200ML9188Pink400ML7575Pink720ML5969Rmb/LitOlaySKUsShare&Distribution&PLuxVariantShareinEA

OrangeHelpLuxShareGainValueShare(BathLiq.Base)Orange-5.9%LuxVariantShareinEA

OrangLuxSKUDistribution&PriceinEAJF02ND02JF03BeautyWhitening2935BeauthWhitening1000ml58BeautyWhitening250ML2935BeautyWhitening750ML2120Fresh2833Fresh1000ML58Fresh250ML2833Fresh750ML2125Moisturizer2531Orange250ml2531Orange750ML2124SkinCare17Others10WeightedDistributionRmb/LitBeautyWhitening5761BeautyWhitening1000ml5139BeautyWhitening250ML7371BeautyWhitening750ML5151Fresh6360Fresh1000ML4236Fresh250ML7369Fresh750ML5151Moisturizer575869695151SkinCare71Others93JF02ND02JF03Orange250mlOrange750MLLuxSKUDistribution&PriceiDoveSKUShare&Distribution&Price,EA

Both250mland750mlGainedShareValueShare(BathLiq.Base)WeightedDistributionJF02ND02JF03250ML2126500ML748750ML2126Rmb/LitJF02ND02JF03250ML8084500ML847263750ML6161DoveSKUShare&Distribution&PrQingxinSKUShare&Distribution&PriceInEA

750mlBetterPerformed;ShareMoveSeasonallyValueShare(BathLiq.Base)WeightedDistributionJF03QINGXIN49CAOYE300ml52CAOYE750ml45KAOGANJU300ml50KAOGANJU750ml46Rmb/LitQingxinSKUShare&DistributiZestSKUShare&Distribution&Price,EA

SmallPackBetterPerformed;ShareMoveSeasonallyValueShare(BathLiq.Base)WeightedDistributionJF03ZEST55GREEN200ml60GREEN400ml51GREEN750ml44YELLOW200ml59YELLOW400ml51YELLOW750ml43Rmb/LitZestSKUShare&Distribution&PrWhyXXLoseShareInEAXXloseshareonBlue/TTT/CoolingXXdistributiongainedmostSKUs,andshelfchoiceincreasingXXshareloseunderthecompetitionfromMNBOlaygainedthemostfollowedwithLux/Dovedrove‘Moisturizer’segmentQingxin/Zestdrove‘Fresh’insummerseasonwhileXXCoolingweakWhyXXLoseShareInEAXXlosXXShare&ChangebySKU,EBCD

ShareDeclineOnBlue/TTT/Cooling/PeachSO01ND01JF02SO02ND02JF03XX10.39.57.9COOLING300MLBLUE100ML3.41.5300MLYELLOW300MLMILK01.52300ML01.41.9PEACH300MLTTT22.2100ML300MLValueShare(BathLiq.Base)+/-%ChgSO02~JF03vsYA-3-1.5-1.6-1.9-0.9-0.9001.31.2-0.2-0.2-0.6-0.3-0.4XXShare&ChangebySKU,EBCBathLiq.KeyBrandShareInEBCD

Olay/SFGGainedFastestFollowedwithSomeLocalBrandsValueShare(BathLiq.Base)BathLiq.KeyBrandShareInEBathLiq.KeyBrandDistributionInEastEastcityJF02JF03JF02JF03JF02JF03Olay354254694542XX586085856267Liushen566091854159LongL.Q.264312594744SFG504582726055Lux424476741836Slek352561484423Tobaby815SHEALafang31413BathLiq.KeyBrandDistributiSegmentShare&ChgbyBrand,EBCD

Fresh&Anti-germImportanceGainedOTHERS2719.2XX8.76LONGLIQI2.81.4LUX3.10.2TOBABY0.5MOISTURIZER28.822.30.72LUX4.31.6FRESH2932.7LIUSHEN15.2123.60.621.4XX2.10.5BEAUTYWHITENING0.10.6ANTI-GERM7.310.557.1LONGLIQI00.8SO01~JF02SO02~JF03OlaySLEKXXZESTLONGLIQIBAILILUXLAFANGSAFEGUARDValueShare(BathLiq.Base)SegmentShare&ChgbyBrand,OlaySKUShare&Distribution&Price,EBCD

Share&DistributionGainedFromallSKUsValueShare(BathLiq.Base)WeightedDistributionRmb/Lit-EBCDJF02JF03JF02JF03JF02JF03Olay404657724542Blue200ML231825Blue400ML376129Blue720ML265522Others200ML20344438Others400ML332564394Others720ML144287165Pink200ML241730Pink400ML376128Pink720ML296322EastH/S/DSH-H/SEastAJF02ND02JF03Olay1178485Blue200ML8786Blue400ML7874Blue720ML6460Others200ML127Others400ML105Others700ML76Pink200ML9090Pink400ML7673Pink720ML6262OlaySKUShare&Distribution&PrSlekSKUShare,EBCDValueShare(BathLiq.Base)WeightedDistributionRmb/LitJF02ND02JF03Slek648687Fresh300ML9195Moisturizer280ML507075Moisturizer300ML9393Moisturizer650ML8786Moisturizer750ML915553Others280ML777779Others750ML73JF02JF03JF02JF03JF02JF03Slek402765504423Fresh300ML204216Fresh750ml523Moisturizer280ML306518326Moisturizer300ML163216Moisturizer650ML173415Moisturizer750ML609357Others280ML2795317211Others750ML501015EastH/S/DSHH/SEastASlekSKUShare,EBCDValueShaZestSKUShare&Distribution&PriceInEBCD

200/400mlWellPerformedValueShare(BathLiq.Base)WeightedDistribution-JF03JF03ZEST63GREEN200ml67GREEN400ml51GREEN750ml37YELLOW200ml60YELLOW400ml60YELLOW750ml38Rmb/LitEastH/S/DSH-H/SEastAZest467446Green200ML364640Green400ML326231Green750ML255318Yellow200ML323836Yellow400ML326424Yellow750ML245418ZestSKUShare&Distribution&PrL.L.QSKUShare&DistributionInEBCD

Fresh/Anti-germProductHelpShareGainedValueShare(BathLiq.Base)JF02JF03JF02JF03JF02JF03LongLiqi314812604744ANTI-GERM400ML816ANTI-GERM700ML245312Fresh200ML310628Fresh400ML18154219Moisturizer200ML510Others200ML252210123516Others700MastH/S/DSHH/SEastAWeightedDistribution63586955595548Note:RednumberrefertoAveragepriceL.L.QSKUShare&DistributionILuxSKUShare&DistributionInEBCDValueShare(BathLiq.Base)LuxSKUShare&DistributionInL.FSKUShare&DistributionInEBCD

ItemsClaimedBeautyWhiteHelpShareGained;6ml/8mlGainedandDeepPenetratedInBCDCitiesValueShare(BathLiq.Base)ECityEARmb/pckLAFANG1413FRESH8ml680.6MOISTURIZER230ml2513BEAUTYW.230ml1013ANTI-GERM230ml1013BEAUTYW.6ml640.5WeightedDistributionL.FSKUShare&DistributionInSFGSKUSKUShare&Distribution,EBCD

ValueShare(BathLiq.Base)WeightedDistributionJF02JF03JF02JF03JF02JF03Safeguard615186736055Green200ML201613153426Green400ML373656634541Green750Mlue200ML232127Blue400ML397028Blue750ML306216Yellow200ML192514183433Yellow400ML323843714144Yellow750ML193039611625Pink200ML272422183434Pink400ML453473623538Pink750ML252954651624SHH/SEastAEastH/S/D66686961716253706052687164Rmb/LitSFGSKUSKUShare&DistributionWhyXXLoseShareInEBCDXXloseshareonBlue/TTT/Cooling/PeachOlay/SFGgainedshareandanumberoflocalbrandsgainedaswellLafangclaimedbeautywhiteninggainedshare,6ml/8mlsachetincreasingsharewithdeeppenetrationinBCDcitiesLongLiQiproductsclaimedAnti-germandFreshhelpsharegainedWhyXXLoseShareInEBCDXXlXXShare&ChangebySKU,SBCD

ShareDeclineOnAllOldVariantsSO01ND01JF02SO02ND02JF03ValueShare(BathLiq.Base)+/-%ChgSO02~JF03vsYAXX8.18.39-2.9COOLING10.50.4-0.4300ML01000ML0.80.5-0.5BLUE1.61.82-1.3100ML-0.5300ML0.70.9-0.61000ML-0.2YELLOW-0.9300ML-0.61000ML-0.2MILK1.1300ML0.31000ML011.20.8PEACH-0.8300ML-0.71000ML0.70.8-0.1TTT1.922.4-0.6100ML-0.4300ML-0.3XXShare&ChangebySKU,SBCBathLiq.KeyBrandShareInSBCD

Zici&AoxueGainedShareContinuouslyValueShare(BathLiq.Base)BathLiq.KeyBrandShareInSBathLiq.PriceTiertoShare,SBCDSO01~JF02SO02~JF03Accumulativevaluesharetobathliquid01020304050607080901000102030405060708090100110XXDOVEOLAYRmb/LitBathLiq.PriceTiertoShare,KeyBrandShareByPriceSegment,SBCD

LowPriceGainedImportanceValueShare(BathLiq.)Rmb/LitSO01~JF02SO02~JF03SO01~JF02SO02~JF03PriceBelowXX70.873.6AOXUE6.214.41517ZICI47.91613VCNIC5.55.14443JANESE2.12.83534FUAN2.72.13937JIAODI2.21.83030O.BRAND31.825.23327XX11.38.46855PriceaboveXX17.717.7ENAER6.84.77268LUX3.326959SAFEGUARD1.91.88858DOVE1.61.47364OLAY0.71.110078KeyBrandShareByPriceSegmeXXSKUWeightedDistributioninSouth

SKUDistributionImprovedOverallJF02JF03JF02JF03JF02JF03XX525473824657COOLING293868691733300ml2132526816271000ml223169651120JXXLUE464873734046100ml29347393337300ml3942737030401000ml303071521926JJYELLOW373971713138300ml3337716926381000ml243068601323MILK253968772039300ml2538686820381000ml16306766717PEACH414171713746300ml4040706937451000ml323371682527TTT384771792945300ml(Bag)194812100ml21305362024300ml354171702540S-H/S/DSASBCDXXSKUWeightedDistributioniSegmentShare&ChgbyBrand,SBCD

MoisturizeSegmentGrewDrivenByZici/AoxueSO01~JF02SO02~JF03ValueShare(BathLiq.Base)ANTI-GERM6.26.9SAFEGUARD1.91.8AOXUE01.1FRESH22.817.7AOXUE12.1LIUSHEN2.61.6JANESE1.51.4VCNIC1.61ENAER1.50.9XX1.20.7MOISTURIZER29.534.3ZICI2.85.5AOXUE1.34.9ENAER5.33.7XX2.42.8VCNIC2.22.4DOVE1.61.4OLAY0.61.1LUX2.31OTHERS25.328.3AOXUE3.15.4XX7.84.9ENCHANTEAR14SegmentShare&ChgbyBrand,AoxueSKUShare&Dist.InSBCDRmb/LitJF02MA02MJ02JA02SO02ND02JF03JF03Aoxue10.28.916.615.814.813.714.717OTHERS1300ML2.215OTHERS2300ML1.613MOISTURIZER1300ML1.415MOISTURIZER2300ML1.01.01.01.313MOISTURIZER2008ML0.811FRESH1300ML0.715MOISTURIZER338ML0.30.745ANTI-GERM1300ML0.40.616MEDICATED1300ML0.30.615ANTI-GERM2300ML0.30.513FRESH2300ML0.513MOISTURIZER938ML0.40.534OTHERS638ML42OTHERS938ML0.60.538MOISTURIZER168ML0.20.462MOISTURIZER638ML0.30.439OTHERS338ML0.40.451ANTI-GERM850ML0.033BEAUTYWHITENING2300ML0.213MEDICATED2300ML0.20.213OTHERS168ML0.20.265FRESH850ML0.20.2