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1、Updated to Jan/Feb2003lSkin Moist. Body Market OverviewlHow XX Milk Help Brand Sales & Share GainlBB&Kids Cream, XX Cream Launch EvaluationlExplore Skin Moist. Sachet OpportunityTotal Skin Moisturizer6%9%4 Months Growth vs YA2%3%VolumeValueMAT Growth vs YAVolume Sales(Ton)Value Sales(Mil.Rmb)6%9%3%8
2、%11%7%20%26%4 Months Growth vs YA2%0%6%14%3%2%5%17%Number in green is of the annual growth MAT JF03 vs MAT JF02Volume Sales-Ton, (National)National, Body BaseXX20.019.7-0.320.7 19.219.720.31.1NIVEA4.35.10.83.94.85.44.80VASELINE64.6-1.46.45.64.94.3-1.3SOFTSENSE1.820.22.21.42.21.80.4National, Body Bas
3、e 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgMininurse White+UV contributed growth this season.LONG LI QI15.510.1-5.413.417.79.910.3-7.4YU MEI JING2.56.94.42.42.68.25.42.8AN AN5.63.5-2.15.35.93.13.9-2SMISS3.52.4-1.13.23.822.8-1BAI QUE LING 1.82.20.41.522.51.9-0.1MININURSE12.31.31.20.82.51.91.1O
4、.BRAND37.740.93.239.535.939.942.26.3National, Body Base 4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX24.623.9-0.724.624.622.725.50.9NIVEA7.89.11.36.88.99.48.8-0.1VASELINE9.77-2.79.69.87.26.7-3.1SOFTSENSE1.92.30.42.21.52.42.20.7LONG LI QI8.55.4-3.17.1105.15.7-4.3SAKULA2.941.13.32.54.53.40.9AN AN
5、6.43.7-2.75.77.13.34.3-2.8MININURSE3.13.60.43.72.63.73.31YU MEI JING1.33.321.21.33.82.81.5CATHY1.11.60.51.50.62.210.4O.BRAND31.434.63.232.929.934.534.54.6Sakula promotion product help share gain.Volume Share(Body Base)TTL BODY10011CREAM35.2-4LOTION51.326Basic43.525Pure White0.5-56Pure UV4.254UV+Whit
6、e3.180OIL13.544M to JF03Growth vs YANumber in red is of XX product growth respectively.(National)100735.9-455.01740.3140.4-598.8215.5668.83Value Share(Body Base)4M to JF03Growth vs YA4Months to JF03 vs YANational, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgXX39.535.4-4.139
7、.739.333.337.9-1.4VASELINE11.37.7-3.611.910.78.37-3.7NIVEA5.96.20.35.56.36.65.8-0.5SOFTSENSE4.64.4-0.25.43.74.64.10.4YU MEI JING6.115.69.55.66.717.912.86.1BAI QUE LING4.34.70.43.55.25.24.2-1XILI2.11.9-0.21.92.41.52.3-0.1HAI ER MIAN3.11.9-1.23.72.41.92-0.4GONG DENG3.41.9-1.54.52.12.11.5-0.6XIAN ZI2.6
8、1.5-1.12.3312.1-0.9O.BRAND17.118.81.71618.217.620.32.1YU MEI JING priced about 60rmb/kg.YU MEI JING3.184.92.83.39.26.73.4BAI QUE LING 1.51.70.21.21.81.91.5-0.3PEARS0.910.10.71.10.91.10FA1.70.9-0.82.21.11.10.7-0.4TOBABY1.30.8-0.51.41.20.70.9-0.3XILI0.80.800.80.80.610.2O.BRAND11.814.52.711.312.514.114
9、.62.1XX48.545.8-2.748.748.343.348.80.5VASELINE16.911.8-5.117.316.512.710.8-5.7NIVEA8.69.50.989.4109-0.4SOFTSENSE4.95.20.35.645.54.90.9National, Body Lotion Basic Base4M toJF024M to JF03ChgND 01 JF 02 ND 02 JF 03ChgBody Lotion Basic Base108ml67897887111112119220ml7881078789101098Weighted Distribution
10、(Rmb10.6/p)(Rmb10.3/p)4M to JF024M to JF03JF 02JF 03National YMJ 6.115.6108ml1.43.489220ml4.712.278N2 YMJ 26.362.8108ml613.61216220ml19.749.2912N A CityYMJ 33.262.2108ml6.912.32330220ml25.549.92630Volume ShareWeighted DistributionVolume Sales(Ton)Value Sales(000Rmb)24%13%34%24%52%29%-5%-13%Number in
11、 green is of the annual growth MAT JF03 vs MAT JF02YU MEI JING15.69.54.9-0.739.12543.2BAI QUE LING 4.70.47.72.81.8-3.13.60.2HAI ER MIAN1.9-1.20.5-2.820.251.3XILI1.9-0.20.7-0.10.3060.8GONG DENG1.9-1.5000.3-0.31.3-2XIAN ZI1.5-1.10.1-0.10.3-0.45.1-0.6O.BRAND18.81.719.410.914.1-8.624.71.74Months to JF03
12、 chg YA JF02 chg YA JF02 chg YA JF02 chg YAXX35.4-4.131.3-3.433.9-10.346.91.5VASELINE7.7-3.614.5-4.23.3-2.62.1-6.7NIVEA6.20.311.2-0.54.3-0.30.70.2SOFTSENSE4.4-0.29.7-1.90.60.40.60.4A CityBCD City4 CityNationalVolume Base Body Lotion Basic BaseValue Base Body Lotion Basic BaseYU MEI JING852.1-0.221.5
13、14.13.22.6BAI QUE LING 1.70.22.50.90.7-11.40.2PEARS10.10.1-0.11.9-0.31.20.4FA0.9-0.71.30.30.3-0.21.1-2.8TOBABY0.8-0.50.3-0.41.1-1.21.50.6XILI0.800.300.30.12.20.3O.BRAND14.52.412.56.711.7-1.720.13.8XX45.8-2.735.1-1.748.1-7.163.85.4VASELINE11.8-5.120.1-4.15.6-43.6-11.4NIVEA9.50.915.2-0.57.90.610.3SOFT
14、SENSE5.20.410.5-0.90.90.70.90.64Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA CityBCD City4 CityNationallTotal Skin Moisturizer experienced faster growth rate in this winter with positive price inflation - 6% in volume and 9% in valuelAccelerated growth rate had been captured in all seg
15、ments, esp. In Facial and Hand, which both experienced higher value growth than volume growthlBody also captured positive volume growth (11%), but its value growth was much lagged behind (7%) in recent winterlWith Body, Lotion still obtained outstanding growth with growth rate of 26% in volume and 1
16、7% in value; but cream declined which led to a slower growth rate in total bodylThe price deflation in Body Lotion mainly traced to basic Body Lotion, where local brands, like Bai Que Ling and Yu Mei Jing, developed fastlOverall, XX did captured positive growth in recent winter period and Milk large
17、ly contributed to our growth lBut we still slightly lost share in Body market in recent winter due to slower growth than the market, especially in the Basic Body Lotion segmentlIn Basic Body Lotion segment, we lost share to Bai Que Ling and small brands in Key cities and Yu Mei Jing in A cities; But
18、 our distribution expansion led to our share gains in BCD cities, which narrowing our overall share lostlOverall speaking, XX is still the absolute leader in the Basic Body Lotion segment in value terms; but development of low-end brands, like BQL and YMJ, in Key & A cities, suggesting emergence of
19、new market needs Volume(TON)Value(000rmb)4 Months to4 Months toUC LotionReg.LotionMilk LotionGZSHBJCDA CITYVolume ShareValue ShareUC LotionReg.LotionMilk LotionShare Base, Body Lotion BasicGZSHBJCDA CITY4 Months to4 Months toValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF0
20、3 Chg YAXX Basic Lotion 32.528-4.530.834.724.731.9-2.8MILK 200ml5.75.738.98.9REG LOTION10.16.7-3.410.39.97.45.8-4.1100ml3.32.5-0.83.13.42.62.4-1200ml6.82.9-3.97.16.532.8-3.7300ml1.21.21.80.60.6UC LOTION22.415.6-6.820.524.814.217.2-7.6100ml5.86.30.56.25.46.36.30.9200ml16.69.3-7.314.319.57.911-8.5ND01
21、 JF02ND02JF03JF02JF03MILK 200ml607013.6REG LOTION87878676100ml747284753.4200ml878561545.6300ml27223.1UC LOTION88868986100ml656380758.9200ml8785878613.6Weighted DistributionS.P.P.D(000RMB)10.44.36.926.37.820.88.221.4(11)(11)Number in brackets are of weighted O.O.S distribution.Rmb/Kg4Months toJF 02 J
22、F 03 ChgJF 02 JF 03ChgJF 02 JF 034 Key Brand96.990.3-6.791.579.9-11.7XX32.528-4.53426.8-7.2126130VASELINE3127.7-3.42621.7-4.3157158SOFTSENSE18.218.70.519.118.1-1.1125128NIVEA15.215.90.712.413.30.9161148BAI QUE LING 1.83.41.66.211.65.43936O.BRAND0.55.65.10.47.77.317391Value ShareVolume ShareIn O.bran
23、ds, key brand are of露华浓 雅佳美 润肤露450ml priced RMB37/pck(82rmb/kg), andBody Lotion Basic Base(200ML)Body Lotion Basic BaseSoftsenseNiveaVaselineJF 02JF 03JF 02JF 03JF 02JF 03MILK 200ml7013.626.3XX REGULAR 100ml72754.33.414.614.2XX REGULAR 200ml85546.95.621.522.1XX REGULAR 300ml223.131.4XX UC 100ml63757
24、.88.916.316.5XX UC 200ml858620.813.624.123.4SOFTSENSE 110ml52735.913.315.716.1SOFTSENSE 200ml837512.612.223.923.3FIRMING 200ml64627.97.247.933.6FRESH 125ml34443.42.722.922.1FRESH 200ml52622.47.230.227.3INTENSIVE MILK 125ml55422.92.118.522INTENSIVE MILK 200ml526111.210.423.827.4Vaseline 100ml636419.7
25、12.918.819.1Vaseline 200ml516228.126.429.129.6WeightedDistributionS.P.P.D(000RMB)RMB/PckValue Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX37.130.1-739.634.629.131.4-3.2MILK 200ml5.15.12.68.18.1REG LOTION 12.310.1-2.213.311.311.38.7-2.6100ml4.94.1-0.85.24.64.33.8-0.
26、8200ml6.95.3-1.67.66.16.24.2-1.9300ml0.20.70.50.20.30.70.60.3UC LOTION24.814.9-9.926.323.315.214.6-8.7100ml9.15.4-3.710.57.74.36.8-0.9200ml15.79.5-6.215.715.610.97.8-7.8ND01 JF02ND02JF03JF02JF03Weighted DistributionS.P.P.D(000RMB)MILK 200ml36556.2REG LOTION849386845.14.3100ml677682782.52.1200ml70667
27、2663.92.7300ml131322130.91.9UC LOTION8382817811.87.8100ml8280767543.8200ml716773679.74.9Rmb/Kg4Months toJF 02 JF 03ChgJF 02 JF 03ChgJF 02 JF 03Value ShareVolume ShareBody Lotion Basic BaseXX37.130.1-730.823.3-7.5141139NIVEA21.219.3-213.211.8-1.4188175VASELINE14.714.80.19.39.1-0.2185175YU MEI JING9.1
28、9.40.320.219.7-0.65352FA4.24.60.33.94.90.9125101SOFTSENSE1.11.60.411.40.4135123O.BRAND12.620.27.621.629.88.2118106In O.brands, key brand are of露华浓 雅佳美 drove sale in BJBody Lotion Basic BaseFANiveaVaselineJF 02JF 03JF 02JF 03JF 02JF 03WeightedDistributionS.P.P.D(000RMB)RMB/PckMILK 200ml556.229.1REGUL
29、AR 100ml76782.52.115.315.5REGULAR 200ml66663.92.723.122.4REGULAR 300ml13130.91.934.731.9ULTRA CARE 100ml807543.817.917.1ULTRA CARE 200ml67679.74.926.826.1FA 100ml47261.81.515.110.9FA 250ml3311.41827.226.8FA 400ml-PUMP195.738.2FIRMING LOTION 200ml334414.96.553.150.6FRESH 125ml4121.41.724.424.4FRESH 2
30、00ml32372.2332.128.8INTENSIVE MILK 125ml21302.81.720.225INTENSIVE MILK 200ml334566.72629.2VASELINE 100ml54447.16.121.421.2VASELINE 200ml37328.66.732.329.8Nivea(95Rmb/kg)Value Share(Body Lotion Basic Base)4M to JF024M toJF03Chg YAND01JF02ND02JF03 Chg YAXX60.149.8 -10.361.658.148.651.9-6.2MILK 200ml55
31、3.188REG LOTION 27.818.1-9.726.229.718.218-11.750ml1.60.6-11.71.40.50.7-0.7100ml11.27.5-3.711.610.87.47.6-3.2200ml14.79-5.712.517.59.38.6-8.9300ml01.11.1001.11.21.2ULTRA CARE 32.326.7-5.635.428.427.325.9-2.5100ml2216.5-5.527.814.815.917.32.5200ml10.310.37.613.611.48.60-5.0ND01 JF02ND02JF03JF02JF03We
32、ighted DistributionS.P.P.D(000RMB)MILK 200ml192235.9REG LOTION5445615749.931.150ml2215966.911100ml5144525218.514.4200ml403336374022.7300ml87ULTRA CARE4537575958.143.2100ml4436555431.131.5200ml3126312939.629.2Body Lotion Basic BaseValue Share4 Months toA CITYS AE AN AW AIn W A, firming lotion contrib
33、uted most of share gain.Body Lotion Basic BaseValue ShareWeighted DistributionRmb/PckJF 02JF 03JF 02JF 03INTENSIVE MILK 200ml9102631INTENSIVE MILK 125ml322125FRESH 200ml5123430FRESH 125ml542724FIRMING LOTION 200ml5115048INTENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200
34、mlWeighted Distribution lLaunch of Milk did help us to gain sales in A cities but not much in SH and BJlMilk 200ml expanded distribution fast and obtained strong in-store off-takelAt the same time, in-store off-take of 200ml of our regular and UC declined, without distribution lost yetlOverall, in A
35、 cities, we still have rooms to improve distribution of MilkVolume Sales(Ton)Value Sales(Mil.Rmb)-5%+3%Size Growth vs YA-11-10-50727-1214M toJF024M toJF03Chg YAND 01JF 02ND 02JF 03 Chg YAYU MEI JING2220.7-1.320.523.620.820.6-3HAI ER MIAN15.713.9-1.817.613.613.814.10.5XX6.812.75.96.27.412.712.65.2CHU
36、N JUAN118-310.711.488.1-3.3AN AN6.34-2.35.86.944-2.9SAKULA3.43.403.43.33.83-0.3LONG LI QI0.62.72.10.212.82.71.7BAOBEI21.2-0.81.82.31.21.1-1.2XIAO DING DANG 0.210.80.20.20.91.10.9BALLET0.80.5-0.30.80.70.50.5-0.2Value Share(BB&Kids Cream Base)4 CityA CityBCD CityTown4Months toJF 03 Chg YAJF 03 Chg YAJ
37、F 03 Chg YAJF 03 Chg YAYU MEI JING10.5-3.928.6-10.419.93.919.1-2.2HAI ER MIAN17.7-7.110.6-0.616.70.111.9-3XX35.919.4207.110.33.12.11.5CHUN JUAN10.9-7.10.7-0.54.9-3.116.6-1.4AN AN0.4-0.61.6-1.55.4-3.65.4-1.1SAKULA3.8-1.74-0.63.40.82.9-0.1LONG LI QI1.513.52.83.22.721.3BAOBEI1.6-0.61.1-0.80.8-0.61.4-1.
38、4XIAO DING DANG 0.70.70.60.51.31.11.10.9BALLET0.2-0.11.1-1.50.60.20.1-0.2Value Share(BB&Kids Cream Base)Value Share(BB&Kids Cream Base)Weighted DistributionValueShareVALS.P.P.DWTDWeightedDistributionNumericDistribution Rmb/PckHAI ER MIAN 40g10.68152136.4XX UC 60g7.97741721.4XX IC 25g6.88532710.5XX I
39、C 60g6.17333421.8XX UC 25g663381010.6YU MEI JING 40g3.8592685.5HAI ER MIAN 25g3.75825142.9National City-H/S(BB&Kids Cream Base)XX Cream total distribution scored 53% in weighted and 14% in numeric which is even with H.E.M 40g in city H/S channel.Value Base4Months toJF 02JF 03JF 02JF 03JF 02JF 03YU M
40、EI JING 2220.720.116.923.926.1HAI ER MIAN 15.713.919.116.112.110.8XX6.812.711.720.11.52CHUN JUAN1183.9218.716.6AN AN6.343.82.196.8Traditional StoreH/S/DeptNationalValue Share(BB&Kids Cream Base)ChunjuanY M JH.E.MValue Share(BB&Kids Cream Base)79%57%25%Bag contribution in traditional store by brandlX
41、X Cream sales increasing fast, IC 25g launch accelerated growth in this peak season. lXX gained share significantly in 4&A and catching up with H.E.M in BCD as welllIC 25g consumer off-take well performed overalllXX cream distribution is competitive in modern trade will weak in traditional storelY.M
42、.J/Chunjuan/H.E.M high share in traditional trade, bag products contributed their share in this trade(National-MAT JF03)(-10%)(-11%)Number in brackets is bags annual growth rate.ValueShareVolumeShareRmb/KgNational4.817.549Modern Trade2.811.354Traditional Trade8.624.947South3.613.654East3.815.847Nort
43、h4.214.548West9.129.7514 Cities1.87.556A Cities4.316.755BCD Cities3.513.250Town12.329.345(National-MAT JF03) (National-MAT JF03) , Bag Moisture BaseRmb/Kg25GM51.930GM54.720GM77.950GM24.8135GM58.445GM20.240GM40.510GMValue Share43.538.65.95.42.60.90.80.5Volume Share41.5353.710.82.22.30.91.122.8Value S
44、hare Volume ShareRmb/KgYU MEI JING22.919.757.4LONG LI QI14.510.568.3MAXAM10.67.867.7HAI ER MIAN6.36.547.8AN AN5.85.750.2CHUN JUAN5.45.350.3KE MENG5.46.441.94477633.346.1AO QI3275.7BAOBEI1.92.242.5O.BRAND21.230.6(National-MAT JF03) , Bag Moisture BaseNational South EastNorth West4 City A CityBCD City
45、 TownYU MEI JING22.957.71824.718.625.73221.619.4LONG LI QI14.58.117.513.514.215.11617.711.1MAXAM10.65.112.112.19.19.99.511.910.2HAI ER MIAN6.33.97.38.53.83.53.98.16.1AN AN5.81.61.9882.27.46.54.9CHUN JUAN5.40.101622.2028.5KE MENG5.48.212.60.92.73.64.25.16.54477630.72.760.82.14.12.8AO QI31.61.35.62.41
46、.31.93.93BAOBEI1.96.30.50.93.13.82.41.41.8(National-MAT JF03) , Bag Moisture BaseValue Importance-MAT JF0325G bag priced Rmb1.4/pck leading it distribution and shareValue Importance-MAT JF03NationalH/S/DMisc.StoresLONG LI QI506032BOTTLE 90ml324117BAG 30g263313BOTTLE 80g24325BAG 20g192119BOTTLE 200ml
47、1726Weighted DistributionValue Importance-MAT JF03National H/S/DMisc.StoresMaxam637736BOTTLE 80GM425617BOTTLE 40GM283711BAG 30GM232720Weighted DistributionValue Importance-MAT JF03National H/S/DMisc.StoresWeighted DistributionHai Er Mian576840BOTTLE 40GM385210BAG 25GM282830BOTTLE 25GM263119BOTTLE 100ML13190lBag market size is declining yearlylBag better accepted in West/Town and in traditional trade, and dominated with locals with much low pricelBag products has the distribution advantage as penetrated into traditional trade
