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1、个人清洁用品研究报告,Category Overview,Personal Wash,Agenda,Category Overview Why XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCD Milk Yearly Performance Review Explore 300999ml Pack Sales Opportunity TTT Bag Launch Evaluation,Category Overview,Summary Category Overview,Total PW market size increased continuo
2、usly driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as well so far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath Liquid XX sales grew in line with total market yearly while behind the growth r
3、ate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD,Summary Category Overview(Con.),Overall MNB gained share in latest 6 months vs YA largely driven by P Olay gained share fastest followed with Dove Zici/Aoxue captured share gain continuously XX Milk share gained and distributi
4、on increased vs last year while failed to recover the lose from other variants,Product Segment Annual Growth Total Category Increased While Bar Soap Sales Maintain,Volume Sales(Mil.Ton),Value Sales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,Year Growth,Product Sales Mix & Growth by City Bar Capt
5、ured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HW,12,2,49,100,-7,-9,15,5,51,104,18,9,36,142,33,15,60,68,Volume Base-MAT JF03,Year Growth,38,Product Sales Mix & Growth by Region PW Grew Traced to S/E/N Where Bar Size Increase As Well,Volume Base-MAT JF03,Year Growth,-5
6、,-9,25,72,15,11,33,106,13,4,50,104,19,0,56,105,12,2,49,100,Product Segment Sales Growth Index Soap Sales Captured Slightly Decline In Latest 2 Periods vs. YA,Total Personal Wash,Volume Growth Index,Product Segment Growth by City ND02/JF03 vs ND01/JF02 Bar Soap Sales Decline In BCD&Town,Volume Growth
7、,TTL PW,Bar Soap,Bath Liquid,Hand Wash,National,6.4,-3.6,39.1,75.2,4 Cities,26.3,1.3,67.1,59.6,A Cities,6.1,3.4,2.3,87.6,BCD Cities,9.9,-1.9,49.3,84.3,Town,-10.3,-12.2,20.8,-25.6,Product Segment Price Trend,(JF01JF03),Bath Liquid Sales Growth XX Vs. TTL XX Behind Market Growth In JF03 vs JF02,Volume
8、 Base,Value Base,Volume Base,Value Base,Multi.National Manufacture Share XX Lose Share,6M to,JF02,6M to,JF03,+/-,Chg,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,+/- Chg,JF03vs.02,MNB Bath Liq.,17,18.9,1.9,16.8,17.6,18.6,19.1,20.4,21.4,2.8,XX,7.5,7,-0.5,7,6.3,8.3,6.3,6.9,7.2,-1.1,P&G,3.5,7.0,3.5,2.9,3.9,3.5,
9、6.8,6.6,6.7,3.2,Unilever,5.1,4.1,-1,4.9,5.2,4.4,3.3,4.2,4.8,0.4,Kao,2.3,2.9,0.6,1.9,2.3,2.4,2.6,2.7,2.7,0.3,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.3,10,12.9,10.5,11.1,11.5,-1.4,P&G,7.6,10.3,2.7,6.2,8.4,7.2,11.8,11.7,12.4,5.2,Unilever,8.0,6.9,-1.1,7.8,8.3,7.1,5
10、.5,7,7.8,0.7,Kao,3.3,4.0,0.7,2.9,3.3,3.5,3.7,3.8,3.7,0.2,Volume Share,Value Share,(National Bath Liquid Base),MNB & Key Lo.Brand Value Share Olay Leading The Growth Followed with Dove,6M to,JF02,6M to,JF03,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,+/- JF03,vs.02,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4
11、,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.2,9.9,12.9,10.4,11.1,11.5,-1.4,OLAY,2.8,5.0,2.2,2.2,3.2,2.6,4,4.5,6.1,3.5,LUX,6.4,4,-2.4,6.5,6.6,5.7,3.5,3.9,4.6,-1.1,SAFEGUARD,4.4,5.3,0.9,3.8,5.1,4.5,5.5,5.4,4.4,-0.1,DOVE,1.2,2.8,1.6,0.9,1.3,1.2,1.9,3,3.2,2,BIORE,3.3,2.3,-1.0,2.9,3.3,3.5,2,2.1,2.3,-1.2,ZEST,0.1
12、,2.1,2.0,0.2,0.1,0.1,2.3,1.8,1.8,1.7,QING XIN,1.7,1.7,1.6,1.7,1.4,1.4,(National Bath Liquid Base),+/-,Chg,MNB Price Tracking, National Olay/SFG/Dove Price Gap Narrowing Down With XX,JF 02,SO 02,ND 02,JF 03,XX,68,100%,61,59,57,100%,OLAY,97,142%,74,74,72,127%,LUX,70,103%,60,60,55,96%,SAFEGUARD,87,127%
13、,62,63,63,111%,DOVE,80,117%,65,62,60,107%,BIORE,64,93%,57,57,53,93%,ZEST,54,53,53,93%,QING XIN,45,45,44,78%,Price Index to XX,Price Index to XX,LIUSHEN,45,48,46,81%,46,74%,Rmb/Lit,Rmb/Lit,Bath Liq. Key Brands Distribution Growth Competitors Close Distribution Gap with XX,Weighted Distribution,Bath L
14、iq. XX / MNB / Lo. Share Change by City XX Declined Noticeable In SH/E A/E BCD/S BCD,Volume Share Change (SO01JF03 vs SO02JF02),XX Bath Liq. Share Trend By Variant Milk Failed to Recover the Lose From Old Variants,(National Volume Share Bath Liquid Base),XX Bath Liq. Share Trend By Variant,(National
15、 Value Share Bath Liquid Base),XX Bath Liq. Variant Distribution Trend Each Variant Distribution Increasing vs. YA,National Weighted Distribution,Why XX Lose Share In SH/EA/E BCD/ S BCD,XX Share & Change by SKU, SH-H/S Share Decline All Variants Except Milk,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,11.
16、3,13.3,16.8,11.4,13.3,12.3,COOLING,2,0.7,0.6,1.5,0.7,0.4,300ML,1.1,0.3,0.3,0.8,0.3,0.2,1000ML,0.9,0.3,0.3,0.7,0.5,0.2,BLUE,2.4,2.3,2.1,1.5,1.7,1.5,100ML,0.5,0.4,0.3,0.3,0.4,0.5,300ML,1.1,1.2,1.1,0.8,0.9,0.7,1000ML,0.8,0.6,0.6,0.4,0.4,0.4,YELLOW,2.6,2.9,2.4,1.6,2.2,1.7,300ML,1.5,1.4,1.2,0.8,1.1,0.9,1000ML,1.1,1.5,1.2,0.8,1.1,0.8,MILK,0.1,3.4,8.1,3.9,5.6,4.9,300ML,0.1,1.7,2.8,2,2.9,2.5,1000ML,0,1.7,5.2,1.9,2.6,2.4,PEACH,2.3,2.2,1.9,1,1.1,2.1,
