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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

Skin Moisturizing

Updated to Jan/Feb2003

agenda
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
skin moisturizer sales trend national market growth accelerated value also outgrew volume
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

slide4
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
xx body volume sales trend by variant milk did help xx to gain sales in passing winter season vs ya
XX Body Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Winter Season vs YA

Volume Sales-Ton, (National)

slide6
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.
slide7
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.
slide8
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.
slide9
Body Basic Lotion Key Competitors Growth, NationalBut Our Growth Rate Still Behind Nivea/Softsense and Total Segment

4Months to JF03 vs YA

slide10
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

body lotion basic key brand value share xx regained some share in jf03 compared with jf02
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
slide12
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

slide13
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

slide14
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
slide15
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

slide16
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

summary
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
summary body
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
summary body1
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
summary body2
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
milk sales contribution to xx by city milk helped xx to increase sales in a city but not in sh bj
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

slide23
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

sh h s xx lotion variant sku share milk 200ml gained share rapidly while reg uc 200ml declined
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

slide25
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.
sh h s body key brand share price low price product gained share nivea gained share slightly
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

sh h s key brands sku value share nivea fresh intensive milk both contributed to its share gains
SH-H/S, Key Brands SKU Value ShareNivea Fresh & Intensive Milk Both Contributed to Its Share Gains

Body Lotion Basic Base

Softsense

Nivea

Vaseline

key brands sku comparison sh h s ss 110ml nivea fresh 200ml dist sppd gained
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

bj h s xx lotion variant sku share
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

slide30
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

bj h s body key brand share price xx lose most share to other low price products
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
bj h s key brands sku value share
BJ-H/S, Key Brands SKU Value Share

Body Lotion Basic Base

FA

Nivea

Vaseline

key brands sku comparison bj h s
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

a h s xx lotion variant sku share
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

slide35
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

a h s body key brand share price other than n a nivea gained share while xx decline
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.
slide37
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

xx milk distribution in 4 a cities milk have rooms to improved distribution in a city
XX Milk Distribution In 4&A CitiesMilk Have Rooms to Improved Distribution In A City

Weighted Distribution

summary1
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
bb kids cream sales growth nat 4 a cities still captured positive value sales growth
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

bb kids cream key brand share nat xx cream successfully gained share nationally
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

slide43
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

slide46
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.
bb kids cream key brand share by channel xx weak in traditional store
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

y m j chunjuan h e m share by package in channel
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%

summary2
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
bag sales importance to skin moisturizing bag better accepted in west town in traditional trade
Bag Sales Importance to Skin MoisturizingBag Better Accepted In West/Town & In Traditional Trade

(National-MAT JF03)

Value

Volume

Share

Share

Rmb/Kg

National

4.8

17.5

49

Modern Trade

2.8

11.3

54

(-11%)

(-10%)

Traditional Trade

8.6

24.9

47

South

3.6

13.6

54

East

3.8

15.8

47

North

4.2

14.5

48

West

9.1

29.7

51

4 Cities

1.8

7.5

56

A Cities

4.3

16.7

55

BCD Cities

3.5

13.2

50

Town

12.3

29.3

45

  • Number in brackets is bag’s annual growth rate.
skin moisturizer bag packsize importance
Value Share

Volume Share

43.5

41.5

38.6

35

5.9

3.7

5.4

10.8

2.6

2.2

0.9

2.3

0.8

0.9

0.5

1.1

Skin Moisturizer Bag Packsize Importance

(National-MAT JF03) , Bag Moisture Base

Rmb/Kg

25GM

51.9

30GM

54.7

20GM

77.9

50GM

24.8

135GM

58.4

45GM

20.2

40GM

40.5

10GM

22.8

bag key 10 brands share national bag dominated by local brands with very low price
Bag Key 10 Brands Share, NationalBag Dominated by Local Brands with Very-low Price

(National-MAT JF03) , Bag Moisture Base

Value Share

Volume Share

Rmb/Kg

YU MEI JING

22.9

19.7

57.4

LONG LI QI

14.5

10.5

68.3

MAXAM

10.6

7.8

67.7

HAI ER MIAN

6.3

6.5

47.8

AN AN

5.8

5.7

50.2

CHUN JUAN

5.4

5.3

50.3

KE MENG

5.4

6.4

41.9

44776

3

3.3

46.1

AO QI

3

2

75.7

BAOBEI

1.9

2.2

42.5

O.BRAND

21.2

30.6

bag key brands value share by market many local brands are regionalized
Bag Key Brands Value Share by MarketMany Local Brands Are Regionalized

(National-MAT JF03) , Bag Moisture Base

National

South

East

North

West

4 City

A City

BCD City

Town

YU MEI JING

22.9

57.7

18

24.7

18.6

25.7

32

21.6

19.4

LONG LI QI

14.5

8.1

17.5

13.5

14.2

15.1

16

17.7

11.1

MAXAM

10.6

5.1

12.1

12.1

9.1

9.9

9.5

11.9

10.2

HAI ER MIAN

6.3

3.9

7.3

8.5

3.8

3.5

3.9

8.1

6.1

AN AN

5.8

1.6

1.9

8

8

2.2

7.4

6.5

4.9

CHUN JUAN

5.4

0.1

0

16

22.2

0

2

8.5

KE MENG

5.4

8.2

12.6

0.9

2.7

3.6

4.2

5.1

6.5

44776

3

0.7

2.7

6

0.8

2.1

4.1

2.8

AO QI

3

1.6

1.3

5.6

2.4

1.3

1.9

3.9

3

BAOBEI

1.9

6.3

0.5

0.9

3.1

3.8

2.4

1.4

1.8

y m j bag sales contribution by market
Y.M.J Bag Sales Contribution By Market

Value Importance-MAT JF03

  • 25G bag priced Rmb1.4/pck leading it distribution and share
l l q bag sales contribution by market
L.L.Q Bag Sales Contribution By Market

Value Importance-MAT JF03

Weighted Distribution

Misc.

Stores

National

H/S/D

LONG LI QI

50

60

32

BOTTLE 90ml

32

41

17

BAG 30g

26

33

13

BOTTLE 80g

24

32

5

BAG 20g

19

21

19

BOTTLE 200ml

17

26

maxam bag sales contribution by market
Maxam Bag Sales Contribution By Market

Value Importance-MAT JF03

Weighted Distribution

Misc.

National

H/S/D

Stores

Maxam

63

77

36

BOTTLE 80GM

42

56

17

BOTTLE 40GM

28

37

11

BAG 30GM

23

27

20

h e m bag sales contribution by market
H.E.M Bag Sales Contribution By Market

Value Importance-MAT JF03

Weighted Distribution

Misc.

National

H/S/D

Stores

Hai Er Mian

57

68

40

BOTTLE 40GM

38

52

10

BAG 25GM

28

28

30

BOTTLE 25GM

26

31

19

BOTTLE 100ML

13

19

0

summary3
Summary
  • Bag market size is declining yearly
  • Bag better accepted in West/Town and in traditional trade, and dominated with locals with much low price
  • Bag products has the distribution advantage as penetrated into traditional trade
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