ac尼爾森個(gè)人潤(rùn)膚產(chǎn)品市場(chǎng)調(diào)查報(bào)告(存儲(chǔ)版)
【正文】 6070JF 0 2 JF 0 3 JF 0 2 JF 0 3 JF 0 2 JF 0 3 JF 0 2 JF 0 3 JF 0 2 JF 0 34 Months to 4 Months to Copyright 20xx ACNielsen 24 SHH/S, XX Lotion Variant SKU Share Milk 200ml Gained Share Rapidly While Reg/UC 200ml Declined Value Share(Body Lotion Basic Base) 4M to JF02 4M to JF03 Chg YA ND01 JF02 ND02 JF03 Chg YA XX Basic Lotion 28 MILK 200ml 3 REG LOTION 100ml 1 200ml 3 300ml UC LOTION 100ml 200ml 11 Copyright 20xx ACNielsen 25 SHH/S, XX Lotion SKU Dist. amp。 A Cities 1961922932833802064 M t o JF 0 2 4 M t o JF 0 3T o w n BC D C i t i e s A C i t e i s 4 C i t i e s22634 2921636521451423220333125317 220514 M o n t h s t o JF 0 2 4 M o n t h s t o JF 0 3T o w n BC D C i t i e s A C i t e i s 4 C i t i e sVolume 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 Copyright 20xx ACNielsen 15 Body Basic Lotion, Key Brands Share by City We Lost Share to Bai Que Ling amp。 Growth, Nat. Growth of All Segments Accelerated。 Value Also Outgrew Volume 02 , 0 0 04 , 0 0 06 , 0 0 08 , 0 0 01 0 , 0 0 01 2 , 0 0 0JF01MA01MJ01JA01SO01ND01JF02MA02MJ02JA02SO02ND02JF0302004006008001 , 0 0 01 , 2 0 01 , 4 0 01 , 6 0 0V o l u me Sa l e s(0 0 0 T o n ) V a l u e Sa l e s (0 0 0 R mb )Total Skin Moisturizer 6% 9% 4 Months Growth vs YA 2% 3% Volume Value MAT Growth vs YA Copyright 20xx ACNielsen 4 Product Segment Sales amp。 Growth By City Quick Development of Body Basic Lotion Traced to Key amp。 but Not In SH/BJ Volume(TON) Value(000rmb) 020406080100120J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 34 Months to 04 , 0 0 08 , 0 0 01 2 , 0 0 01 6 , 0 0 0J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 3 J F0 2 J F0 34 Months to UC Lotion Milk Lotion GZ SH BJ CD A CITY Copyright 20xx ACNielsen 23 Milk Share Contribution To XX Basic Lotion Stagnant in Sales in SH amp。 SPPD Milk200ml Gained Distribution With Good Instore Performance。A Cities Milk Have Rooms to Improved Distribution In A City Weighted Distribution 0102030405060708090100G Z H / S S H H / S B J H / S CDH / S / DA H / S S A E A N A W AM i l k 2 0 0 ml U C L o t i o n 2 0 0 ml R EG L o t i o n 2 0 0 mlCopyright 20xx ACNielsen 39 Summary ? Launch of Milk did help us to gain sales in A cities but not much in SH and BJ ? Milk 200ml expanded distribution fast and obtained strong instore offtake ? At the same time, instore offtake of 200ml of our regular and UC declined, without distribution lost yet ? Overall, in A cities, we still have rooms to improve distribution of Milk Copyright 20xx ACNielsen XX Cream Development Tracking Copyright 20xx ACNielsen 41 BBamp。Kids Cream Base) Copyright 20xx ACNielsen 44 XX SKU Value Share Trend, National IC Largely Helped Share Gains 2 . 53 . 30 . 31 . 72 . 31 . 32 . 7 3 . 23 . 73 . 22 . 93 . 83 . 53 3 . 5 2 . 84 . 63 . 24 . 44 . 2 3 . 85 . 144 . 84 . 63 . 40 . 702468101214J F 0 1 M A 0 1 M J 0 1 J A 0 1 S O 0 1 N D 0 1 J F 0 2 M A 0 2 M J 0 2 J A 0 2 S O 0 2 N D 0 2 J F 0 3I C 2 5 g I C 6 0 g R e g . 6 0 g U C 2 5 g U C 6 0 gValue Share(BBamp。Kids Cream Base) 79% 57% 25% Bag contribution in traditional store by brand Copyright 20xx ACNielsen 49 Summary ? XX Cream sales increasing fast, IC 25g launch accelerated growth in this peak season. ? XX gained share significantly in 4amp。Kids Cream Key Brand Share by Channel XX Weak In Traditional Store 5 1 . 75 8 . 81 3 . 81 1 . 23 4 . 5304 M t o J F 0 2 4 M t o J F 0 3H / S/ D G / K M i s c . St o re sValue Base 4Months to JF 02 JF 03 JF 02 JF 03 JF 02 JF 03 YU MEI JING 22 HAI ER MIAN XX 2 CHUN JUAN 11 8 2 AN AN 4 9 Traditional Store H/S/Dept National Value Share(BBamp。Kids Cream Key Brand Share, Nat. XX Cream Successfully Gained Share Nationally 4M to JF02 4M to JF03 Chg YA ND 01 JF 02 ND 02 JF 03 Chg YA YU MEI JING 22 3 HAI ER MIAN XX CHUN JUAN 11 8 3 8 AN AN 4 4 4 SAKULA 0 3 LONG LI QI 1 BAOBEI 2 XIAO DING DANG 1 BALLET Value Share(BBamp。 Milk200ml Better InStore Performance Than XX Other SKUs ND01 JF02 ND02 JF03 JF02 JF03 Weighted Distribution (000RMB) MILK 200ml 19 22 REG LOTION 54 45 61 57 50ml 22 15 9 6 11 100ml 51 44 52 52 200ml 40 33 36 37 40 300ml 8 7 ULTRA CARE 45 37 57 59 100ml 44 36 55 54 200ml 31 26 31 29 Copyright 20xx ACNielsen 36 AH/S, Body Key Brand Share amp。 Price Low Price Product Gained Share。 But our distribution expansion led to our share gains in BCD cities, which narrowing our overall share lost Copyright 20xx ACNielsen 20 Summary Body ? Overall speaking, XX is still the absolute leader in the Basic Body Lotion segment in value terms。 Chg Slower Growth Rate Cost Us Slightly Lost Share in
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