57 零售调研(尼尔森20031011－护垫)

nullLiner Category OverviewLiner Category OverviewLiner Sales & Price Trend, National Market Growth Rate Slow DownLiner Sales & Price Trend, National Market Growth Rate Slow Down%Sales Growth( MAT ON03 vs ON02 ) +10% - in volume 0% - in valueLiner Segment Importance & Growth, National Ultra Thin/Breathable More Welcome With Importance IncreasingLiner Segment Importance & Growth, National Ultra Thin/Breathable More Welcome With Importance IncreasingVolume baseMAT %Growth7%46%2%2%-8%Value base-2%31%-8%-9%-15%Liner Prod. Segment Importance, Nat. Liner Prod. Segment Importance, Nat. Volume baseLiner Prod. Segment Importance, Nat. Liner Prod. Segment Importance, Nat. Value baseLiner, National Top Brands Share Carefree Leading Share Maintain; Small Locals Gained Share YearlyLiner, National Top Brands Share Carefree Leading Share Maintain; Small Locals Gained Share YearlyVolume ShareValue ShareMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE16.917.10.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISPER3.94.50.7YIMUCAO1.32.91.6SOFT1.22.21LADY CARE2.71.9-0.8BEST1.61.80.2HAO S.S.1.71.70O.BRAND36.937.10.2CAREFREE18.618.6-0.1SOFY16.916-0.8ANERLE11.411.80.4WHISPER5.55.70.3C&B7.35-2.4YIMUCAO1.33.11.7LADY CARE3.72.8-0.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O.BRAND30.730.90.2Liner Top Brand Vol. Share Trend, Nat. Carefree Maintain Leading Share Position And Share Stagnant In Latest Half YearLiner Top Brand Vol. Share Trend, Nat. Carefree Maintain Leading Share Position And Share Stagnant In Latest Half YearTop 5 All(Liner Base)Liner Top Brand Val.Share Trend, Nat. Same As ValueLiner Top Brand Val.Share Trend, Nat. Same As ValueTop 5 All(Liner Base)Liner Top Brand Distribution Trend, Nat. Distribution Compete Head With Key CompetitorsLiner Top Brand Distribution Trend, Nat. Distribution Compete Head With Key CompetitorsWeighted DistributionLiner, Top Brand Price Trend-National Key Competitors Price Maintain Stable During Latest YearLiner, Top Brand Price Trend-National Key Competitors Price Maintain Stable During Latest YearRmb/PcsON01ON02DJ03FM03AM03JJ03AS03ON03CAREFREE0.230.190.180.190.200.200.190.19SOFY0.220.180.180.180.180.170.180.17ANERLE0.230.220.220.220.210.220.210.21C&B0.220.180.170.160.160.160.150.15WHISPER0.400.240.230.230.220.220.210.21YIMUCAO0.210.190.190.180.180.180.190.19SOFT0.230.160.160.160.160.170.170.15LADY CARE0.270.270.260.270.260.260.270.26BEST0.190.120.120.120.120.120.120.13HAO S. S. 0.170.160.150.140.160.160.150.15O.brand 0.170.160.150.140.160.160.150.15Carefree Variant Sales&Growth, Nat.Carefree Variant Sales&Growth, Nat.Volume SalesValue SalesLiner, Carefree Variant Share, National Variant Share Stable In Latest Half YearLiner, Carefree Variant Share, National Variant Share Stable In Latest Half YearVolume Share(Liner Base)Value ShareCarefree Variant Distribution & Price,Nat. Drapable High Price Could Be An Issue to Prevent Our Share Further ImprovementCarefree Variant Distribution & Price,Nat. Drapable High Price Could Be An Issue to Prevent Our Share Further ImprovementWeighted DistributionRmb/PcsLiner, Whisper Variant Share, National Liner, Whisper Variant Share, National Volume Share(Liner Base)Value ShareWhisper Variant Distribution & Price,Nat. Whisper Variant Distribution & Price,Nat. Weighted DistributionRmb/PcsSofy Variant Share, National Share Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share YearlySofy Variant Share, National Share Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share YearlyVolume Share(Liner Base)Value ShareSofy Variant Share, National Green Tea Price Position In Medium RangeSofy Variant Share, National Green Tea Price Position In Medium RangeWeighted DistributionRmb/PcsLiner Share By Price Tier, National Medium and Low Price Dominate the Market; While Premium Gained Importance YearlyLiner Share By Price Tier, National Medium and Low Price Dominate the Market; While Premium Gained Importance YearlyVolume BaseValue BaseNote, price is judged down to sub brand level.Liner 0.20~0.25Rmb/pcs Share By Brand, Nat. Share Driven By MNBLiner 0.20~0.25Rmb/pcs Share By Brand, Nat. Share Driven By MNBMAT ON02MAT ON03MAT ON02MAT ON030.20~0.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER2.84.13.24.8SOFY3.74.24.15.2TOU QI2.11.62.41.8FRESH0.11.60.22.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue ShareLiner Sales Growth By CityLiner Sales Growth By City10%0%6%7%7%13%-7%13%-1%4%Volume baseValue baseMAT %GrowthLiner Key Brand Volume Share By City Carefree Share Stagnant Across CityLiner Key Brand Volume Share By City Carefree Share Stagnant Across City4 CityA CityBCD CityTownVol.%+/- % YAVol.%+/- % YAVol.%+/- % YAVol.%+/- % YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0.315-5.310.50.57.14.8ANERLE3.5-0.29.8-0.913.40.210.63.3WHISPER5.40.45.90.43.411.71.2C&B6.1-2.26.3-0.54.9-2.70.7-1.4YIMUCAO1.70.92.51.54.42.30.3-0.6SOFT0.70.431.72.61.11.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST1.30.62.10.62.1-0.40.20.1HAO S. S.0.102.30.92.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.8Liner, Key Brand Vol. Share by City Tier Carefree Share Stagnant All City TierLiner, Key Brand Vol. Share by City Tier Carefree Share Stagnant All City Tier(Liner Base)4 CityA CityBCD CityTownCarefreeSofyWhisperAnerleC&BLiner Sales Growth By Region Size Grew Fast In West/SouthLiner Sales Growth By Region Size Grew Fast In West/South10%0%25%12%-14%-3%1%23%11%8%Volume baseValue baseMAT %GrowthLiner, Key Brand Vol. Share by Region Liner, Key Brand Vol. Share by Region (Liner Base)SouthEastNorthWestCarefreeSofyWhisperAnerleC&BLiner Key Brand Volume Share By RegionLiner Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/- % YAVol.%+/- % YAVol.%+/- % YAVol.%+/- % YACAREFREE22.40.115.60.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.71.5ANERLE13.9-0.65.81.16.5-0.919.3-3.7WHISPER7.20.73.80.73.70.74.4-0.1C&B1.60.55.6-3.85.4-2.1101.5YIMUCAO1.21.13.92.31.90.74.21.6SOFT2.61.31.20.54.22.20.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-0.42.51.11.20.1HAO S. S.2.5-0.61.8010.11.60.4OTHERS29.73.740.4-0.139.10.435.9-1.1Market Share by Pack Share, National Market Share by Pack Share, National Volume BaseValue BaseCategory Overview, LinerCategory Overview, LinerTotal category size came to stable in the past one year (Threat) Ultrathin Breathable product become more popular(Opportunity), size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30% in value) Low and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.2~0.25rmb/pcs) importance increasing, which was driven by MNB premium linesCategory Overview, LinerCategory Overview, LinerCarefree leading position and share stable in year trend(Strength) Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issue Share stagnant in all city tier(challenge) Sofy lose share to small local brands and struggled in No.2 in last year Fresh launch not help it share gain, while Regular share in declining trend(Opportunity) Green Tea new launch and was firstly captured in ON03 scored small share, and priced mediumIssuesIssuesHow Carefree Can Further Improve In Developed City By Gaining On Sofy? Opportunity exploration in BCD market Sofy Green Tea Launch ReviewHow Carefree Can Further Improve In Key CityHow Carefree Can Further Improve In Key CityLiner, Key Brand Volume Share In 4+A Sofy Is Our Key Competitor In Developed CityLiner, Key Brand Volume Share In 4+A Sofy Is Our Key Competitor In Developed CityANERLE6.76.86.57.17.27.17.1C&B6.56.26.96.66.25.75.8YIMUCAO1.31.51.92.12.32.32.6LADY CARE2.62.62.32.42.32.62.4ABC1.211.31.11.81.82.1Liner Carefree vs Sofy Variant Share, Key City Opportunity To Grab Share From Sofy Reg.; Drapable Litter Further ImprovementLiner Carefree vs Sofy Variant Share, Key City Opportunity To Grab Share From Sofy Reg.; Drapable Litter Further ImprovementCarefreeSofyVolume Share(Liner Base)Carefree vs Sofy UT Price Comparison, 4+A Carefree Super NB Price Down Trend and Competitive vs Sofy RegCarefree vs Sofy UT Price Comparison, 4+A Carefree Super NB Price Down Trend and Competitive vs Sofy RegCarefreeSofyRmb/PcsCarefree Super NB vs Sofy Reg. SKU Share & Price 4+A Cities Carefree Share Behind Sofy On SKU Level, While Price CompetitiveCarefree Super NB vs Sofy Reg. SKU Share & Price 4+A Cities Carefree Share Behind Sofy On SKU Level, While Price CompetitiveVolume Share0.160.160.150.15Rmb/Pcs (Rmb/Pck)In4+A, 2*40pcs pack importance is about 10% in volume and maintain yearly Carefree Super NB vs Sofy Reg. SKU Distribution 4+A Cities-ON03 Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?Carefree Super NB vs Sofy Reg. SKU Distribution 4+A Cities-ON03 Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?Weighted DistributionSIH (Vol% per Dist.)Carefree Drapable SKU Sales & Share, 4+A 2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On UserCarefree Drapable SKU Sales & Share, 4+A 2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On UserVolume Sales(000pcs)Volume ShareAntibacterial Importance by Brand Group Anti.Bacterial Large Contributed By Regional Brand, Which Anti.prod. Highest Importance Antibacterial Importance by Brand Group Anti.Bacterial Large Contributed By Regional Brand, Which Anti.prod. Highest Importance AllNational Volume ImportanceRegional BrandNational BrandMNB +AnerleIn Anti.bacterial, about 87% volume sales contributed by RB, and its importance increasing continuously(e.g. Yimucao/Anerle)How Carefree Can Further Improve In Key City Food for ThinkingHow Carefree Can Further Improve In Key City Food for ThinkingBy comparing With Sofy Sofy is our key competitor in developed cities, Regular is of its best seller Carefree Super NB share behind Sofy Reg., due to our less competitiveness of in-store performance Carefree Drapable 2X30pcs contributed little sales and share improvement for this lineHow Carefree Can Further Improve In Key City Food for ThinkingHow Carefree Can Further Improve In Key City Food for ThinkingShould understanding, why Sofy-Regular can achieve higher consumer acceptance? Any trade issue, e.g. Display /Facing ….. Differentiation on product quality? … Anti-bacteria could be consider for further product improvementExplore Opportunity In BCD CityExplore Opportunity In BCD CityExplore Opportunity In BCD City SummaryExplore Opportunity In BCD City Summary Opportunity exploration in BCD market How is market trend and brand competition in BCD market? Do we offer right product(packsize/variant) and at competitive price How is distribution gap versus Anerle and SofyExplore Opportunity In BCD City FindingsExplore Opportunity In BCD City FindingsBCD market stands for about 38% for total China liner market, and yearly sales and importance growing(Opportunity) Small pack(1~25pcs) stands for 60% market volume importance in BCD market, and popular both modern and traditional channel; while bigger pack(>=40pcs) importance grew slightly Small pack crowded with a lot of small locals with lower price dominated(Challenge) In Bigger pack group, Sofy and Carefree strong and leading among(Strength) In North, small pack higher importance than in other regions Slim market relative small and importance slightly decline(Threat) East BCD market the most important among followed with South BCD for liner Modern Channel importance increasing in BCD as well, while traditional store stands for one third of that market stillExplore Opportunity In BCD City FindingsExplore Opportunity In BCD City FindingsAnerle leading in BCD market and leading share maintain stable Noticeable distribution advantage comparing Carefree, which traced to traditional stores Anerle leading share in traditional stores while no advantage in modern channel 20pcs contributed most its share and out-stand among all players, distribution should be one of the key facts 20pcs pack also captured high in-store performance, ??? Carefree and Sofy close share competition in BCD Both Carefree and Sofy focus in modern channel while few performance in traditional stores Both Carefree and Sofy strong play on 40pcs and 2X40pcs, which indicating high brand loyalty Sofy big pack (esp. 2X40pcs) outperformed same story as in 4+A(Threat)Explore Opportunity In BCD City ThinkingExplore Opportunity In BCD City ThinkingTo compete with Anerle 20pcs, we should understand the following points by further exploration How is its SOS Why consumer prefer Anerle Any trade issue …… As China market, Carefree no share advantage with Sofy in BCD Ultra thin relative less performed than Sofy, same story as in 4&A Again, improving Ultra thin performance will be critical for us to strengthen our brand share For Slim Other than Anerle and Sofy, we are facing a number of small local brands priced relative low and in small pack form. Do we any plan to compete with in this sizeable marketKey Brand Share&Price In Nat-BCD Anerle Leading In BCD Market And Share Maintain StableKey Brand Share&Price In Nat-BCD Anerle Leading In BCD Market And Share Maintain StableVol %+/- % YARmb/PcsMAT ON03JJ03AS03ON03MAT ON03ANERLE13.40.212.711.813.70.22SOFY10.50.513.88.69.40.18CAREFREE10.1-0.39.5118.90.19YIMUCAO4.42.34.54.85.20.19C&B4.9-2.75.14.54.20.16WHISPER3.412.83.22.90.23SOFT2.61.11.22.42.70.17HAO S. S.2.3-0.12.82.11.90.15BEST2.1-0.41.81.41.80.12ANLE21.92.32.72.80.14O.BRAND13.92.215.916.815.70.13Vol %BCD Channel And Region Vol. Mix, BCD Modern Channel Importance Increased; East BCD Most Important Followed With SouthBCD Channel And Region Vol. Mix, BCD Modern Channel Importance Increased; East BCD Most Important Followed With SouthKey Brand Volume Share By Channel, BCD Anerle Leading In G/K, Which Protect Its Share In BCD Where We Are WeakKey Brand Volume Share By Channel, BCD Anerle Leading In G/K, Which Protect Its Share In BCD Where We Are WeakVol %+/- % YAVol %+/- % YAVol %+/- % YAANERLE13.40.210.80.618.61.6SOFY10.50.514.8-22.10.6CAREFREE10.1-0.313.7-0.73.2-1.7YIMUCAO4.42.35.82.81.81C&B4.9-2.75.5-2.74-3.5WHISPER3.414.50.70.90.5SOFT2.61.13.31.61.1-0.2HAO S.S.2.3-0.12.80.11.2-0.9BEST2.1-0.42.4-1.51.60.8ANLE21.91.71.62.42.2O.BRAND13.92.28.8223.95.7BCD G/KBCD H/S/DBCD CityKey Brand Distribution By Channel Distribution Gap Captured In G/KKey Brand Distribution By Channel Distribution Gap Captured In G/K(Weighted Distribution)National Grocery/KioskNational Hyper/Super/Depart.Key Brand Volume Share by Region, BCD Carefree Relative Strong In South While Behind In OthersKey Brand Volume Share by Region, BCD Carefree Relative Strong In South While Behind In OthersVol %+/- % YAVol %+/- % YAVol %+/- % YAVol %+/- % YAANERLE17.8-5.88.32.811.6-5.831.7-1.1SOFY14.13.811.7-23.21.76.33.7CAREFREE18.50.59-1.35.7-1.35.3-0.4YIMUCAO1.61.56.442.40.42-1.1C&B0.50.37.2-5.20.4-0.6WHISPER6.71.230.81.30.51.90.8SOFT3.71.61.80.95.82.51.3-0.3HAO S.S.3-3.12.10.53.20.11-0.1BEST0.103-0.92.920.4-0.4ANLE1.91.81.41.432.64.14O.BRAND10.10.713.22.926.35.610.91.5E BCD CityN BCD CityW BCD CityS BCD CityIn West, traditional channel importance relative higher than other regions which stands for 50% of that market.6.23.8Carefree vs Sofy Weighted Distribution by Region Distribution Competitive Vs SofyCarefree vs Sofy Weighted Distribution by Region Distribution Competitive Vs SofyMarket Importance (Volume Base)20.55.16.39.139.922.56.824.78.27.614.97.45Carefree vs Anerle Weighted Distribution by Region While Behind Anerle In South&WestCarefree vs Anerle Weighted Distribution by Region While Behind Anerle In South&West20.55.16.39.139.922.56.824.78.27.614.97.45Market Importance (Volume Base)Key Brand Share By Packsize, BCD-H/S/D 20pcs Pack Dominated Anerle’s Sales, Vise Versa On Sofy and CarefreeKey Brand Share By Packsize, BCD-H/S/D 20pcs Pack Dominated Anerle’s Sales, Vise Versa On Sofy and Carefree(Volume Share)AnerleCarefreeSofyAnerle Key SKU Share by Channel, BCD Small Pack Dominated its Line In All ChannelAnerle Key SKU Share by Channel, BCD Small Pack Dominated its Line In All Channel(Volume Share)Liner Packsize Importance by Channel <25pcs Most Popular In BCD and In Modern Channel As WellLiner Packsize Importance by Channel <25pcs Most Popular In BCD and In Modern Channel As WellBCDBCD-H/S/DBCD-G/K(Volume Share)Top Brand Share By Big&Small Pack, BCD-H/S/D Brand Competition Environment Different: Lots of Locals Crowded In Small Pack, and Carefree Behind Anerle; While Carefree Compete Head With Sofy In BigpackTop Brand Share By Big&Small Pack, BCD-H/S/D Brand Competition Environment Different: Lots of Locals Crowded In Small Pack, and Carefree Behind Anerle; While Carefree Compete Head With Sofy In Bigpack(Volume Share)MAT ON02MAT ON031~25pcs Pack53.548.3O.BRAND 6.57.3ANERLE 8.27.8YIMUCAO 2.53.3KOTEX C & B 3.52.9YA JIE SHU 0.72.3CAREFREE 2.92.2YINFONG 0.61.1HAO S. S.21.7WHISPER 11.4AIVFEEL 0.10.7MAT ON02MAT ON03>=40pcs Pack39.440.1SOFY 15.811.2CAREFREE 11.310YIMUCAO 0.52.3WHISPER 2.22.9ANERLE 0.81.9SOFT 1.22.8KOTEX C & B 0.71.7CARNATION 1.41.5O.BRAND 0.10.3ANLE 0.10.8Liner 20pcs Pack Key Brand Share&Price, BCD-H/S/D Carefree Price Competitive Than Anerle On 20pcs; While the Majority Of Small Pack Dominated By Locals Which Price LowLiner 20pcs Pack Key Brand Share&Price, BCD-H/S/D Carefree Price Competitive Than Anerle On 20pcs; While the Majority Of Small Pack Dominated By Locals Which Price Low20pcs Rmb/PckAccumulative volume ShareIn 1~25pcs pack, 20pcs account 39% volume share out of 48.3% in BCD-H/S/DAnerle vs Carefree 20pcs Share By Market 20pcs Share Gap With Anerle’sAnerle vs Carefree 20pcs Share By Market 20pcs Share Gap With Anerle’sAnerleCarefreeAnerleCarefreeSouth10.13.20.240.25S112.94.50.230.26S211.41.20.240.25GD7.63.80.240.25East4.73.40.240.22E14.840.240.22E210.10.40.240.22North3.52.50.240.25N13.62.10.250.25N25.91.90.240.23West7.21.70.240.22W161.20.260.22W210.61.30.230.21Rmb/PcsVolume ShareAnerle vs Carefree 20pcs Distribution Comparison Anerle 20pcs Wider Penetrated esp. In S/N/WAnerle vs Carefree 20pcs Distribution Comparison Anerle 20pcs Wider Penetrated esp. In S/N/WWeighted DistributionAnerle vs Carefree 20pcs SIH Comparison, Nat-H/S/D Anerle Win On In-store Performance As Well, ???Anerle vs Carefree 20pcs SIH Comparison, Nat-H/S/D Anerle Win On In-store Performance As Well, ???Volume Share Per DistributionCarefree vs Sofy 40pcs/2X40pcs Share, BCD-H/S/D Sofy Outperformed Bigpack Suggesting Higher Consumer LoyaltyCarefree vs Sofy 40pcs/2X40pcs Share, BCD-H/S/D Sofy Outperformed Bigpack Suggesting Higher Consumer Loyalty40pcs most popular in big pack which account 27.9% out of 40%, and 80pcs pack stands for 7.9%MAT ON02MAT ON03MAT ON02MAT ON03Carefree 40pcs 7.85.8Sofy 40pcs 7.76.740pcs JIBENXIN SC1.21.540pcs REG SC2.52.640pcs JIBENXIN UNSC1.11.440pcs REG UNSC2.32.740pcs SUPER B SC0.80.440pcs ROU MIAN UNSC1.20.840pcs SUPER B UNSC0.70.440pcs TOU QI UNSC1.80.640pcs SUPER NB SC1.81.240pcs SUPER NB UNSC1.40.8Carefree 2X40pcs 3.02.0Sofy 2X40pcs 7.64.52X40pcs SUPER NB SC1.412X40pcs REG SC3.42.22X40pcs SUPER NB UNSC1.60.92X40pcs REG UNSC4.22.3Volume ShareCarefree vs Sofy 40pcs/2X40pcs SKU SIH Comparison, Nat-H/S/D Big Gap Between Carefree Super NB and Sofy Reg.; While JBX Performed BetterCarefree vs Sofy 40pcs/2X40pcs SKU SIH Comparison, Nat-H/S/D Big Gap Between Carefree Super NB and Sofy Reg.; While JBX Performed BetterVolume Share Per DistributionCarefreeSofyCarefreeSofy40pcs2X40pcsLine, Slim vs UT Market Importance By City ‘Slim’ Market Size Small and Little Improvement YearlyLine, Slim vs UT Market Importance By City ‘Slim’ Market Size Small and Little Improvement YearlyVolume ShareNAT.Key CityA CityBCD CityTownLiner Packsize Importance, BCDLiner Packsize Importance, BCDVolume ShareValue SharePacksize Import