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Skin Moisturizing

Skin Moisturizing. Updated to Jan/Feb2003. Agenda. Skin Moist. Body Market Overview How XX Milk Help Brand Sales & Share Gain BB&Kids Cream, XX Cream Launch Evaluation Explore Skin Moist. Sachet Opportunity. Volume. Value. MAT Growth vs YA. 2%. 3%. 4 Months Growth vs YA. 6%. 9%.

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Skin Moisturizing

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  1. Skin Moisturizing Updated to Jan/Feb2003

  2. Agenda • Skin Moist. Body Market Overview • How XX Milk Help Brand Sales & Share Gain • BB&Kids Cream, XX Cream Launch Evaluation • Explore Skin Moist. Sachet Opportunity

  3. Volume Value MAT Growth vs YA 2% 3% 4 Months Growth vs YA 6% 9% Skin Moisturizer Sales Trend, NationalMarket Growth Accelerated; Value Also Outgrew Volume Total Skin Moisturizer

  4. Product Segment Sales & Growth, Nat.Growth of All Segments Accelerated; Facial Obtained Positive Value Growth While Body Deflated Value Sales(Mil.Rmb) Volume Sales(Ton) 4 Months Growth vs YA 2% 6% 3% 9% 0% 3% 2% 8% 6% 11% 5% 7% 14% 20% 17% 26% • Number in green is of the annual growth MAT JF03 vs MAT JF02

  5. XX Body Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Winter Season vs YA Volume Sales-Ton, (National)

  6. National, Body Base National, Body Base 4M to JF02 4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg XX 20.0 19.7 -0.3 20.7 19.2 19.7 20.3 1.1 LONG LI QI 15.5 10.1 -5.4 13.4 17.7 9.9 10.3 -7.4 YU MEI JING 2.5 6.9 4.4 2.4 2.6 8.2 5.4 2.8 NIVEA 4.3 5.1 0.8 3.9 4.8 5.4 4.8 0 VASELINE 6 4.6 -1.4 6.4 5.6 4.9 4.3 -1.3 AN AN 5.6 3.5 -2.1 5.3 5.9 3.1 3.9 -2 SMISS 3.5 2.4 -1.1 3.2 3.8 2 2.8 -1 BAI QUE LING 1.8 2.2 0.4 1.5 2 2.5 1.9 -0.1 SOFTSENSE 1.8 2 0.2 2.2 1.4 2.2 1.8 0.4 MININURSE 1 2.3 1.3 1.2 0.8 2.5 1.9 1.1 O.BRAND 37.7 40.9 3.2 39.5 35.9 39.9 42.2 6.3 Body Top 10 Brands Volume Share & ChgSlower Growth Rate Cost Us Slightly Lost Share in Passing Winter Period • Mininurse White+UV contributed growth this season.

  7. National, Body Base 4M to JF02 4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg XX 24.6 23.9 -0.7 24.6 24.6 22.7 25.5 0.9 NIVEA 7.8 9.1 1.3 6.8 8.9 9.4 8.8 -0.1 VASELINE 9.7 7 -2.7 9.6 9.8 7.2 6.7 -3.1 LONG LI QI 8.5 5.4 -3.1 7.1 10 5.1 5.7 -4.3 SAKULA 2.9 4 1.1 3.3 2.5 4.5 3.4 0.9 AN AN 6.4 3.7 -2.7 5.7 7.1 3.3 4.3 -2.8 MININURSE 3.1 3.6 0.4 3.7 2.6 3.7 3.3 1 YU MEI JING 1.3 3.3 2 1.2 1.3 3.8 2.8 1.5 SOFTSENSE 1.9 2.3 0.4 2.2 1.5 2.4 2.2 0.7 CATHY 1.1 1.6 0.5 1.5 0.6 2.2 1 0.4 4.6 34.5 34.5 O.BRAND 31.4 34.6 3.2 32.9 29.9 Body Top 10 Brands Value Share & ChgSlower Growth Rate Cost Us Slightly Lost Share in Passing Winter Period • Sakula promotion product help share gain.

  8. Body Sales Growth By Platform Deflation in Body Mainly Traced to Basic Body Lotion; Overall Lotion Still Captured Positive Growth while Cream Declined (National) Volume Share (Body Base) 4M to JF03 Growth vs YA Value Share (Body Base) 4M to JF03 Growth vs YA 100 7 TTL BODY 100 11 35.9 -4 CREAM 35.2 -4 LOTION 51.3 26 55.0 17 Basic 43.5 25 40.3 14 Pure White 0.5 -56 0.4 -59 Pure UV 4.2 54 8.8 21 UV+White 3.1 80 5.5 66 OIL 13.5 4 8.8 3 • Number in red is of XX product growth respectively.

  9. Body Basic Lotion Key Competitors Growth, NationalBut Our Growth Rate Still Behind Nivea/Softsense and Total Segment 4Months to JF03 vs YA

  10. National, Body Lotion Basic Base 4M to JF02 4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg XX 39.5 35.4 -4.1 39.7 39.3 33.3 37.9 -1.4 YU MEI JING 6.1 15.6 9.5 5.6 6.7 17.9 12.8 6.1 VASELINE 11.3 7.7 -3.6 11.9 10.7 8.3 7 -3.7 NIVEA 5.9 6.2 0.3 5.5 6.3 6.6 5.8 -0.5 BAI QUE LING 4.3 4.7 0.4 3.5 5.2 5.2 4.2 -1 SOFTSENSE 4.6 4.4 -0.2 5.4 3.7 4.6 4.1 0.4 XILI 2.1 1.9 -0.2 1.9 2.4 1.5 2.3 -0.1 HAI ER MIAN 3.1 1.9 -1.2 3.7 2.4 1.9 2 -0.4 GONG DENG 3.4 1.9 -1.5 4.5 2.1 2.1 1.5 -0.6 XIAN ZI 2.6 1.5 -1.1 2.3 3 1 2.1 -0.9 O.BRAND 17.1 18.8 1.7 16 18.2 17.6 20.3 2.1 • YU MEI JING priced about 60rmb/kg. Body Lotion Basic, Key Brand Volume ShareOur Share Lost Mainly Traced to Basic Lotion WhereYuMeiJing and Small Brands Gained Share Noticeably

  11. National, Body Lotion Basic Base 4M to JF02 4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg XX 48.5 45.8 -2.7 48.7 48.3 43.3 48.8 0.5 VASELINE 16.9 11.8 -5.1 17.3 16.5 12.7 10.8 -5.7 NIVEA 8.6 9.5 0.9 8 9.4 10 9 -0.4 YU MEI JING 3.1 8 4.9 2.8 3.3 9.2 6.7 3.4 SOFTSENSE 4.9 5.2 0.3 5.6 4 5.5 4.9 0.9 BAI QUE LING 1.5 1.7 0.2 1.2 1.8 1.9 1.5 -0.3 PEARS 0.9 1 0.1 0.7 1.1 0.9 1.1 0 FA 1.7 0.9 -0.8 2.2 1.1 1.1 0.7 -0.4 TOBABY 1.3 0.8 -0.5 1.4 1.2 0.7 0.9 -0.3 XILI 0.8 0.8 0 0.8 0.8 0.6 1 0.2 2.1 14.6 14.1 12.5 O.BRAND 11.8 14.5 2.7 11.3 Body Lotion Basic, Key Brand Value ShareXX Regained Some Share in JF03,Compared with JF02

  12. Y.M.J. Body Lotion Basic SKU Share220ml Largely Contributed to Its Share; Distribution Slightly Increased Body Lotion Basic Base (Rmb10.3/p) (Rmb10.6/p) Weighted Distribution 108ml 6 7 8 9 7 8 8 7 11 11 12 11 9 220ml 7 8 8 10 7 8 7 8 9 10 10 9 8

  13. Y.M.J. Body Lotion Basic Share & Distribution By MarketYu Mei Jing Mainly Focus In Hebei / Shangxi / Shangdong Volume Share Weighted Distribution 4M to JF02 4M to JF03 JF 02 JF 03 National YMJ 6.1 15.6 108ml 1.4 3.4 8 9 220ml 4.7 12.2 7 8 N2 YMJ 26.3 62.8 108ml 6 13.6 12 16 220ml 19.7 49.2 9 12 N A City YMJ 33.2 62.2 108ml 6.9 12.3 23 30 220ml 25.5 49.9 26 30

  14. Body Basic Lotion, Sales Mix & Growth By CityQuick Development of Body Basic Lotion Traced to Key & A Cities Value Sales(000Rmb) Volume Sales(Ton) 24% 13% 34% 24% 52% 29% -5% -13% • Number in green is of the annual growth MAT JF03 vs MAT JF02

  15. YU MEI JING 15.6 9.5 4.9 -0.7 39.1 25 4 3.2 BAI QUE LING 4.7 0.4 7.7 2.8 1.8 -3.1 3.6 0.2 HAI ER MIAN 1.9 -1.2 0.5 -2.8 2 0.2 5 1.3 XILI 1.9 -0.2 0.7 -0.1 0.3 0 6 0.8 GONG DENG 1.9 -1.5 0 0 0.3 -0.3 1.3 -2 XIAN ZI 1.5 -1.1 0.1 -0.1 0.3 -0.4 5.1 -0.6 1.7 O.BRAND 18.8 1.7 19.4 10.9 14.1 -8.6 24.7 Body Basic Lotion, Key Brands Share by CityWe Lost Share to Bai Que Ling & Small Brands in Key Cities and Yu Mei Jing in A Cities Volume Base Body Lotion Basic Base National 4 City A City BCD City 4Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YA XX 35.4 -4.1 31.3 -3.4 33.9 -10.3 46.9 1.5 VASELINE 7.7 -3.6 14.5 -4.2 3.3 -2.6 2.1 -6.7 NIVEA 6.2 0.3 11.2 -0.5 4.3 -0.3 0.7 0.2 SOFTSENSE 4.4 -0.2 9.7 -1.9 0.6 0.4 0.6 0.4

  16. National 4 City A City BCD City 4Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YA XX 45.8 -2.7 35.1 -1.7 48.1 -7.1 63.8 5.4 VASELINE 11.8 -5.1 20.1 -4.1 5.6 -4 3.6 -11.4 NIVEA 9.5 0.9 15.2 -0.5 7.9 0.6 1 0.3 YU MEI JING 8 5 2.1 -0.2 21.5 14.1 3.2 2.6 SOFTSENSE 5.2 0.4 10.5 -0.9 0.9 0.7 0.9 0.6 BAI QUE LING 1.7 0.2 2.5 0.9 0.7 -1 1.4 0.2 PEARS 1 0.1 0.1 -0.1 1.9 -0.3 1.2 0.4 FA 0.9 -0.7 1.3 0.3 0.3 -0.2 1.1 -2.8 TOBABY 0.8 -0.5 0.3 -0.4 1.1 -1.2 1.5 0.6 XILI 0.8 0 0.3 0 0.3 0.1 2.2 0.3 O.BRAND 14.5 2.4 12.5 6.7 11.7 -1.7 20.1 3.8 Body Basic Lotion, Key Brands Share by CityOur Share Gains in BCD Cities Helped Us to Narrow Overall Share Lost Value Base Body Lotion Basic Base

  17. Summary • Total Skin Moisturizer experienced faster growth rate in this winter with positive price inflation - 6% in volume and 9% in value • Accelerated growth rate had been captured in all segments, esp. In Facial and Hand, which both experienced higher value growth than volume growth • Body also captured positive volume growth (11%), but its value growth was much lagged behind (7%) in recent winter

  18. Summary - Body • With Body, Lotion still obtained outstanding growth with growth rate of 26% in volume and 17% in value; but cream declined which led to a slower growth rate in total body • The price deflation in Body Lotion mainly traced to basic Body Lotion, where local brands, like Bai Que Ling and Yu Mei Jing, developed fast • Overall, XX did captured positive growth in recent winter period and Milk largely contributed to our growth

  19. Summary - Body • But we still slightly lost share in Body market in recent winter due to slower growth than the market, especially in the Basic Body Lotion segment • In 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 our distribution expansion led to our share gains in BCD cities, which narrowing our overall share lost

  20. Summary - Body • Overall 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 new market needs

  21. XX Milk Sales Development In 4&A Cities

  22. Milk Sales Contribution To XX By CityMilk Helped XX to Increase Sales In A City; but Not In SH/BJ Volume(TON) GZ SH BJ CD A CITY Milk Lotion Reg.Lotion UC Lotion 4 Months to Value(000rmb) 4 Months to

  23. Milk Share Contribution To XX Basic LotionStagnant in Sales in SH & BJ and Lagged Behind Growth in A Cities Caused Us Losing Share Share Base, Body Lotion Basic Volume Share GZ SH BJ CD A CITY Milk Lotion Reg.Lotion UC Lotion 4 Months to Value Share 4 Months to

  24. SH-H/S, XX Lotion Variant SKU ShareMilk 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 32.5 28 -4.5 30.8 34.7 24.7 31.9 -2.8 MILK 200ml 5.7 5.7 3 8.9 8.9 REG LOTION 10.1 6.7 -3.4 10.3 9.9 7.4 5.8 -4.1 100ml 3.3 2.5 -0.8 3.1 3.4 2.6 2.4 -1 200ml 6.8 2.9 -3.9 7.1 6.5 3 2.8 -3.7 300ml 1.2 1.2 1.8 0.6 0.6 UC LOTION 22.4 15.6 -6.8 20.5 24.8 14.2 17.2 -7.6 100ml 5.8 6.3 0.5 6.2 5.4 6.3 6.3 0.9 200ml 16.6 9.3 -7.3 14.3 19.5 7.9 11 -8.5

  25. SH-H/S, XX Lotion SKU Dist. & SPPDMilk-200ml Gained Distribution With Good In-store Performance; UC 200ml Maintained Overall Distribution but Declined in SPPD Weighted Distribution S.P.P.D(000RMB) ND01 JF02 ND02 JF03 JF02 JF03 MILK 200ml 60 70 13.6 (11) REG LOTION 87 87 86 76 8.2 10.4 100ml 74 72 84 75 3.4 4.3 200ml 87 85 61 54 5.6 6.9 300ml 27 22 3.1 26.3 21.4 UC LOTION 88 86 89 86 100ml 65 63 80 75 8.9 7.8 200ml 87 85 87 86 13.6 20.8 (11) • Number in brackets are of weighted O.O.S distribution.

  26. SH-H/S, Body Key Brand Share & PriceLow Price Product Gained Share; Nivea Gained Share Slightly Body Lotion Basic Base Rmb/Kg Value Share Volume Share 4Months to JF 02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 03 4 Key Brand 96.9 90.3 -6.7 91.5 79.9 -11.7 XX 32.5 28 -4.5 34 26.8 -7.2 126 130 VASELINE 31 27.7 -3.4 26 21.7 -4.3 157 158 SOFTSENSE 18.2 18.7 0.5 19.1 18.1 -1.1 125 128 NIVEA 15.2 15.9 0.7 12.4 13.3 0.9 161 148 BAI QUE LING 1.8 3.4 1.6 6.2 11.6 5.4 39 36 (200ML) O.BRAND 0.5 5.6 5.1 0.4 7.7 7.3 173 91 In O.brands, key brand are of露华浓 雅佳美 润肤露450ml priced RMB37/pck(82rmb/kg), and

  27. SH-H/S, Key Brands SKU Value ShareNivea Fresh & Intensive Milk Both Contributed to Its Share Gains Body Lotion Basic Base Softsense Nivea Vaseline

  28. Key Brands SKU Comparison, SH-H/SSS-110ml/Nivea Fresh-200ml Dist. & SPPD Gained Weighted S.P.P.D Distribution (000RMB) RMB/Pck JF 02 JF 03 JF 02 JF 03 JF 02 JF 03 MILK 200ml 70 13.6 26.3 XX REGULAR 100ml 72 75 4.3 3.4 14.6 14.2 XX REGULAR 200ml 85 54 6.9 5.6 21.5 22.1 XX REGULAR 300ml 22 3.1 31.4 XX UC 100ml 63 75 7.8 8.9 16.3 16.5 XX UC 200ml 85 86 20.8 13.6 24.1 23.4 SOFTSENSE 110ml 52 73 5.9 13.3 15.7 16.1 SOFTSENSE 200ml 83 75 12.6 12.2 23.9 23.3 FIRMING 200ml 64 62 7.9 7.2 47.9 33.6 FRESH 125ml 34 44 3.4 2.7 22.9 22.1 FRESH 200ml 52 62 2.4 7.2 30.2 27.3 INTENSIVE MILK 125ml 55 42 2.9 2.1 18.5 22 INTENSIVE MILK 200ml 52 61 11.2 10.4 23.8 27.4 Vaseline 100ml 63 64 19.7 12.9 18.8 19.1 Vaseline 200ml 51 62 28.1 26.4 29.1 29.6

  29. BJ-H/S, XX Lotion Variant SKU Share Value Share(Body Lotion Basic Base) 4M to JF02 4M to JF03 Chg YA ND01 JF02 ND02 JF03 Chg YA XX 37.1 30.1 -7 39.6 34.6 29.1 31.4 -3.2 MILK 200ml 5.1 5.1 2.6 8.1 8.1 REG LOTION 12.3 10.1 -2.2 13.3 11.3 11.3 8.7 -2.6 100ml 4.9 4.1 -0.8 5.2 4.6 4.3 3.8 -0.8 200ml 6.9 5.3 -1.6 7.6 6.1 6.2 4.2 -1.9 300ml 0.2 0.7 0.5 0.2 0.3 0.7 0.6 0.3 UC LOTION 24.8 14.9 -9.9 26.3 23.3 15.2 14.6 -8.7 100ml 9.1 5.4 -3.7 10.5 7.7 4.3 6.8 -0.9 200ml 15.7 9.5 -6.2 15.7 15.6 10.9 7.8 -7.8

  30. BJ-H/S, XX Lotion SKU Dist. & SPPDMilk-200ml Gained Distribution With Good In-store Performance; UC 200ml Maintained Overall Distribution but Declined in SPPD Weighted Distribution S.P.P.D(000RMB) ND01 JF02 ND02 JF03 JF02 JF03 MILK 200ml 36 55 6.2 REG LOTION 84 93 86 84 5.1 4.3 100ml 67 76 82 78 2.5 2.1 200ml 70 66 72 66 3.9 2.7 300ml 13 13 22 13 0.9 1.9 UC LOTION 83 82 81 78 11.8 7.8 100ml 82 80 76 75 4 3.8 200ml 71 67 73 67 9.7 4.9

  31. BJ-H/S, Body Key Brand Share & PriceXX Lose Most Share to Other Low Price Products Body Lotion Basic Base Rmb/Kg Value Share Volume Share 4Months to JF 02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 03 XX 37.1 30.1 -7 30.8 23.3 -7.5 141 139 NIVEA 21.2 19.3 -2 13.2 11.8 -1.4 188 175 VASELINE 14.7 14.8 0.1 9.3 9.1 -0.2 185 175 YU MEI JING 9.1 9.4 0.3 20.2 19.7 -0.6 53 52 FA 4.2 4.6 0.3 3.9 4.9 0.9 125 101 SOFTSENSE 1.1 1.6 0.4 1 1.4 0.4 135 123 O.BRAND 12.6 20.2 7.6 21.6 29.8 8.2 118 106 • In O.brands, key brand are of露华浓 雅佳美 drove sale in BJ

  32. BJ-H/S, Key Brands SKU Value Share Body Lotion Basic Base FA Nivea Vaseline

  33. Key Brands SKU Comparison, BJ-H/S Weighted S.P.P.D RMB/Pck Distribution (000RMB) JF 02 JF 03 JF 02 JF 03 JF 02 JF 03 MILK 200ml 55 6.2 29.1 REGULAR 100ml 76 78 2.5 2.1 15.3 15.5 REGULAR 200ml 66 66 3.9 2.7 23.1 22.4 REGULAR 300ml 13 13 0.9 1.9 34.7 31.9 ULTRA CARE 100ml 80 75 4 3.8 17.9 17.1 ULTRA CARE 200ml 67 67 9.7 4.9 26.8 26.1 FA 100ml 47 26 1.8 1.5 15.1 10.9 FA 250ml 33 1 1.4 18 27.2 26.8 FA 400ml-PUMP 19 5.7 38.2 (95Rmb/kg) Nivea FIRMING LOTION 200ml 33 44 14.9 6.5 53.1 50.6 FRESH 125ml 4 12 1.4 1.7 24.4 24.4 FRESH 200ml 32 37 2.2 3 32.1 28.8 INTENSIVE MILK 125ml 21 30 2.8 1.7 20.2 25 INTENSIVE MILK 200ml 33 45 6 6.7 26 29.2 VASELINE 100ml 54 44 7.1 6.1 21.4 21.2 VASELINE 200ml 37 32 8.6 6.7 32.3 29.8

  34. A-H/S, XX Lotion Variant SKU Share Value Share(Body Lotion Basic Base) 4M to JF02 4M to JF03 Chg YA ND01 JF02 ND02 JF03 Chg YA XX 60.1 49.8 -10.3 61.6 58.1 48.6 51.9 -6.2 MILK 200ml 5 5 3.1 8 8 REG LOTION 27.8 18.1 -9.7 26.2 29.7 18.2 18 -11.7 50ml 1.6 0.6 -1 1.7 1.4 0.5 0.7 -0.7 100ml 11.2 7.5 -3.7 11.6 10.8 7.4 7.6 -3.2 200ml 14.7 9 -5.7 12.5 17.5 9.3 8.6 -8.9 300ml 0 1.1 1.1 0 0 1.1 1.2 1.2 ULTRA CARE 32.3 26.7 -5.6 35.4 28.4 27.3 25.9 -2.5 100ml 22 16.5 -5.5 27.8 14.8 15.9 17.3 2.5 200ml 10.3 10.3 7.6 13.6 11.4 8.6 0 -5.0

  35. A-H/S, XX Lotion SKU Distribution&SPPDKey SKU Distribution Maintain; Milk-200ml Better In-Store Performance Than XX Other SKUs Weighted Distribution S.P.P.D(000RMB) ND01 JF02 ND02 JF03 JF02 JF03 MILK 200ml 19 22 35.9 REG LOTION 54 45 61 57 49.9 31.1 50ml 22 15 9 6 6.9 11 100ml 51 44 52 52 18.5 14.4 200ml 40 33 36 37 40 22.7 300ml 8 7 ULTRA CARE 45 37 57 59 58.1 43.2 100ml 44 36 55 54 31.1 31.5 29.2 39.6 29 31 200ml 31 26

  36. A-H/S, Body Key Brand Share & PriceOther Than N A, Nivea Gained Share While XX Decline Value Share Body Lotion Basic Base S A E A N A W A A CITY 4 Months to • In W A, firming lotion contributed most of share gain.

  37. Nivea Body Lotion SKU Share & Distribution & Price In A-H/SDistribution Push More On 200ml and Gained Share Body Lotion Basic Base Value Share Weighted Distribution JF 02 JF 03 INTENSIVE MILK 200ml 9 10 INTENSIVE MILK 125ml 3 2 FRESH 200ml 5 12 FRESH 125ml 5 4 FIRMING LOTION 200ml 5 11 Rmb/Pck JF 02 JF 03 26 31 INTENSIVE MILK 200ml 21 25 INTENSIVE MILK 125ml 34 30 FRESH 200ml 27 24 FRESH 125ml 50 48 FIRMING LOTION 200ml

  38. XX Milk Distribution In 4&A CitiesMilk Have Rooms to Improved Distribution In A City Weighted Distribution

  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 in-store off-take • At the same time, in-store off-take 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

  40. XX Cream Development Tracking

  41. BB&Kids Cream Sales & Growth, Nat.4&A Cities Still Captured Positive Value Sales Growth Value Sales(Mil.Rmb) Volume Sales(Ton) Size Growth vs YA -5% +3% -11 -10 -5 0 7 27 -1 21

  42. BB&Kids Cream Key Brand Share, Nat.XX Cream Successfully Gained Share Nationally Value Share(BB&Kids Cream Base) 4M to 4M to JF02 JF03 Chg YA ND 01 JF 02 ND 02 JF 03 Chg YA YU MEI JING 22 20.7 -1.3 20.5 23.6 20.8 20.6 -3 HAI ER MIAN 15.7 13.9 -1.8 17.6 13.6 13.8 14.1 0.5 XX 6.8 12.7 5.9 6.2 7.4 12.7 12.6 5.2 CHUN JUAN 11 8 -3 10.7 11.4 8 8.1 -3.3 AN AN 6.3 4 -2.3 5.8 6.9 4 4 -2.9 SAKULA 3.4 3.4 0 3.4 3.3 3.8 3 -0.3 LONG LI QI 0.6 2.7 2.1 0.2 1 2.8 2.7 1.7 BAOBEI 2 1.2 -0.8 1.8 2.3 1.2 1.1 -1.2 XIAO DING DANG 0.2 1 0.8 0.2 0.2 0.9 1.1 0.9 BALLET 0.8 0.5 -0.3 0.8 0.7 0.5 0.5 -0.2

  43. BB&Kids Cream Key Brand Share by CityXX Gained Share Significantly In 4&A and Catching Up with H.E.M In BCD As Well Value Share(BB&Kids Cream Base) 4 City A City BCD City Town 4Months to JF 03 Chg YA JF 03 Chg YA JF 03 Chg YA JF 03 Chg YA YU MEI JING 10.5 -3.9 28.6 -10.4 19.9 3.9 19.1 -2.2 HAI ER MIAN 17.7 -7.1 10.6 -0.6 16.7 0.1 11.9 -3 XX 35.9 19.4 20 7.1 10.3 3.1 2.1 1.5 CHUN JUAN 10.9 -7.1 0.7 -0.5 4.9 -3.1 16.6 -1.4 AN AN 0.4 -0.6 1.6 -1.5 5.4 -3.6 5.4 -1.1 SAKULA 3.8 -1.7 4 -0.6 3.4 0.8 2.9 -0.1 LONG LI QI 1.5 1 3.5 2.8 3.2 2.7 2 1.3 BAOBEI 1.6 -0.6 1.1 -0.8 0.8 -0.6 1.4 -1.4 XIAO DING DANG 0.7 0.7 0.6 0.5 1.3 1.1 1.1 0.9 BALLET 0.2 -0.1 1.1 -1.5 0.6 0.2 0.1 -0.2

  44. XX SKU Value Share Trend, NationalIC Largely Helped Share Gains Value Share(BB&Kids Cream Base)

  45. XX Weighted Distribution by SKU, Nat. Weighted Distribution

  46. BB&Kids Cream Key SKU Ranking, JF03Took The Advantage Of IC25g to Further Wide XX Penetration Both In Depth and Width National City-H/S VAL (BB&Kids Cream Base) Value S.P.P.D Weighted Numeric Share WTD Distribution Distribution Rmb/Pck HAI ER MIAN 40g 10.6 81 52 13 6.4 XX UC 60g 7.9 77 41 7 21.4 XX IC 25g 6.8 85 32 7 10.5 XX IC 60g 6.1 73 33 4 21.8 XX UC 25g 6 63 38 10 10.6 YU MEI JING 40g 3.8 59 26 8 5.5 HAI ER MIAN 25g 3.7 58 25 14 2.9 • 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.

  47. BB&Kids Cream Key Brand Share by ChannelXX Weak In Traditional Store Value Base Value Share(BB&Kids Cream Base) National H/S/Dept Traditional Store 4Months to JF 02 JF 03 JF 02 JF 03 JF 02 JF 03 YU MEI JING 22 20.7 20.1 16.9 23.9 26.1 HAI ER MIAN 15.7 13.9 19.1 16.1 12.1 10.8 XX 6.8 12.7 11.7 20.1 1.5 2 CHUN JUAN 11 8 3.9 2 18.7 16.6 AN AN 6.3 4 3.8 2.1 9 6.8

  48. Y.M.J & Chunjuan & H.E.M Share by Package In Channel Bag contribution in traditional store by brand Value Share(BB&Kids Cream Base) Y M J Chunjuan H.E.M 25% 79% 57%

  49. Summary • XX Cream sales increasing fast, IC 25g launch accelerated growth in this peak season. • XX gained share significantly in 4&A and catching up with H.E.M in BCD as well • IC 25g consumer off-take well performed overall • XX cream distribution is competitive in modern trade will weak in traditional store • Y.M.J/Chunjuan/H.E.M high share in traditional trade, bag products contributed their share in this trade

  50. Explore Sachet Sales Opportunity

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