【文章內(nèi)容簡(jiǎn)介】 A 0 2 S O 0 2 N D 0 2 J F 0 3B L U E 2 0 0 M L B L U E 4 0 0 M L B L U E 7 2 0 M LO T H E R S 4 0 0 M L O T H E R S 7 2 0 M L P I N K 2 0 0 M LP I N K 4 0 0 M L P I N K 7 2 0 M LValue Share(Bath Liq. Base)SH H/S JF 02 ND 02 JF 03 OLAY 57 67 72 BLUE 200ml 14 18 BLUE 400ml 58 61 BLUE 720ml 48 55 O. 400ml 56 4 4 O. 720ml 28 8 7 PINK 200ml 15 17 PINK 400ml 58 61 PINK 720ml 57 63 JF 02 ND 02 JF 03 OLAY 78 65 64 BLUE 200ml 75 76 BLUE 400ml 68 69 BLUE 720ml 60 60 O. 400ml 85 O. 720ml 68 PINK 200ml 78 76 PINK 400ml 69 69 PINK 720ml 59 59 Weighted Distribution Rmb/Lit Copyright 2023 ACNielsen 29 Qingxin SKU ShareDistributionPrice, SH New Comers with Competitive Price 0 . 8 0 . 6 0 . 9 0 . 7 0 . 83 . 32 . 4 1 . 92 . 51 . 80 . 60 . 40 . 50 . 50 . 52 . 21 . 61 . 11 . 91 . 4012345678JF 0 2 M A 0 2 M J 0 2 JA 0 2 S O 0 2 N D 0 2 JF 0 3C A O Y E 3 0 0 m l C A O Y E 7 5 0 m lG A N J U 3 0 0 m l G A N J U 7 5 0 m lValue Share(Bath Liq. Base)SH H/S 0102030405060708090JF 0 2 M A 0 2 M J 0 2 JA 0 2 S O 0 2 N D 0 2 JF 0 3Q I N G X I N C A O Y E 3 0 0 m lC A O Y E 7 5 0 m l G A N J U 3 0 0 m lG A N J U 7 5 0 m lWeighted Distribution J F 0 3Q I N G X I N 43C A O Y E 3 0 0 m l 49C A O Y E 7 5 0 m l 41K A O G A N J U 3 0 0 m l 49K A O G A N J U 7 5 0 m l 41Rmb/Lit Copyright 2023 ACNielsen 30 Zest SKUs ShareDistributionPrice, SH 750ml Captured Dist. Push Recently 0 . 50 . 60 . 80 . 5012345678J 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 3G R E E N 2 0 0 m l G R E E N 4 0 0 m lG R E E N 7 5 0 m l Y E L L O W 2 0 0 m lY E L L O W 4 0 0 m l Y E L L O W 7 5 0 m lValue Share(Bath Liq. Base)SH H/S 0102030405060708090M J 0 2 JA 0 2 S O 0 2 N D 0 2 JF 0 3Z E S T G R E E N 2 0 0 m lG R E E N 4 0 0 m l G R E E N 7 5 0 m lY E L L O W 2 0 0 m l Y E L L O W 4 0 0 m lY E L L O W 7 5 0 m lWeighted Distribution J F 0 3Z E S T 46G R E E N 2 0 0 m l 56G R E E N 4 0 0 m l 50G R E E N 7 5 0 m l 42Y E L L O W 2 0 0 m l 56Y E L L O W 4 0 0 m l 49Y E L L O W 7 5 0 m l 41Rmb/Lit Copyright 2023 ACNielsen 31 Liushen SKUs ShareDistributionPrice New Launch Items Failed to Help Share Gain 05101520253035JF 0 2 M A 0 2 M J 0 2 JA 0 2 S O 0 2 N D 0 2 JF 0 3T E X I A O 1 0 0 0 m lT E X I A O 7 0 0 m lT E X I A O 3 5 0 m lT E X I A O 2 0 0 m lS H U A N G F U 1 5 0 0 m lS H U A N G F U 1 0 0 0 m lS H U A N G F U 7 0 0 m lS H U A N G F U 3 5 0 m lS H U A N G F U 2 0 0 m lR U F U 7 0 0 m lR U F U 3 5 0 m lR U F U 2 0 0 m lValue Share(Bath Liq. Base)SH H/S Copyright 2023 ACNielsen 35 Key Brand Share Change by Packsize XX 1Lit Lose Share While Dove/Olay/SFG Bigpack Increased Fast SO02~JF03 chg LUX 250ML 3 3 300ML 750ML 1000ML DOVE 250ML 3 3 500ML 0 550ML 0 750ML SO02~JF03 chg XX 100ML 300ML 1000ML BIORE 300ML 750ML 1000ML QING XIN 300ML 750ML LIU SHEN 200ML 350ML 700ML 1000ML 1500ML SO02~JF03 chg OLAY 200ML 400ML 720ML SFG 200ML 400ML 750ML 3 ZEST 200ML 400ML 750ML Value Share(Bath Liq. Base)SH H/S Copyright 2023 ACNielsen 36 Key Brand Big Price , SHH/S XX 1L Price per Pack High Could Be An Issue Behind Rmb/Pck SO01~JF02 SO02~JF03 XX 1000ML 48 44 44 BIORE 750ML 55 57 42 BIORE 1000ML 44 44 44 QING XIN 750ML 40 30 LIU SHEN 1000ML 34 32 32 LIU SHEN 1500ML 31 46 LUX 1000ML 38 38 DOVE 750ML 56 42 OLAY 720ML 73 59 43 SFG 750ML 69 51 38 ZEST 750ML 41 31 Rmb/Kg SO02~JF03 LUX 750ML 46 35 61 Copyright 2023 ACNielsen 37 MNB Big Pack Top SKU Ranking,SHH/S XX Share Behind Competitors In SKU Level SO 01 ND 01 JF 02 SO 02 ND 02 JF 03 Value Share(Bath Liq. Base) DOVE 750ML LUX ORANGE 750ML 3 OLAY PINK 720ML 1 LUX RUNFU(W) 1000ML XX MILK 1000ML 0 QING XIN CAOYE 750ML XX PEACH 1000ML BIORE KAOZIRUN 1000ML LIU SHEN TEXIAO 1000ML OLAY PGBLUE 720ML XX JJYELLOW 1000ML XX JXXLUE 1000ML XX COOLING 1000ML Copyright 2023 ACNielsen 38 MNB Big Pack Top SKU Distribution Price, SHH/S Dove/Olay/Lux SKU Better InStore Performance Weighted Distribution SPPD JF 03 JF 02 ND 02 JF 03 JF 02 ND 02 JF 03 DOVE 750ML LUX ORANGE 750ML OLAY PINK 720ML LUX RUNFU(W) 1000ML XX MILK 1000ML QING XIN CAOYE 750ML XX PEACH 1000ML BIORE KAOZIRUN 1000ML LIU SHEN TEXIAO 1000ML OLAY PGBLUE 720ML 4 XX JJYELLOW 1000ML XX JXXLUE 1000ML XX COOLING 1000ML 56 56 46 45 59 59 42 38 49 43 44 40 41 47 44 46 48 43 41 34 31 32 60 60 46 43 45 44 43 40 49 50 47 62 71 69 71 57 63 19 30 68 71 72 83 80 53 61 60 9 18 18 9 35 39 48 55 54 57 60 45 58 61 55 66 61 Rmb/Lit Copyright 2023 ACNielsen 39 Why XX Lose Share In SH ? XX lose share across all variants except Milk ? XX distribution gained most SKUs, and shelf choice increasing ? XX share lose under the petition from MNB, Dove gained the most followed with Olay which consolidated share from other brands of ‘ Moisturizer’ segment。 new ers Qingxin/Zest gained and drove ‘ Fresh’ while XX Cooling weak ? XX 1Lit share declining, and share behind petitors in SKU level, price could be an issue behind Copyright 2023 ACNielsen 40 XX Share Change by SKU, E A Share Decline On Blue/TTT/Cooling SO 01 ND 01 JF 02 SO 02 ND 02 JF 03 XX COOLING 300ML 1000ML 0 0 0 BLUE 100ML 2 1 300ML 1000ML YELLOW 300ML 1