191AC尼爾森-- 2003婦女衛(wèi)生護墊市場

1、Liner Category Overview,Liner Sales Small Locals Gained Share Yearly,MAT,ON02,MAT,ON03,Share,Difference,Share,Difference,MAT,ON02,MAT,ON03,CAREFREE,16.9,17.1,0.2,SOFY,17,15.8,-1.2,ANERLE,9.6,9.6,0,C Fresh Failed To Improve Share Yearly,Volume Share,(Liner Base),Value Share,Sofy Variant Share, Nation

2、alGreen Tea Price Position In Medium Range,Weighted Distribution,Rmb/Pcs,Liner Share By Price Tier, NationalMedium and Low Price Dominate the Market; While Premium Gained Importance Yearly,Volume Base,Value Base,Note, price is judged down to sub brand level.,Liner 0.200.25Rmb/pcs Share By Brand, Nat

3、.Share Driven By MNB,MAT ON02,MAT ON03,MAT ON02,MAT ON03,0.200.25rmb/pcs,18.4,21.8,21.7,27,ANERLE,9.6,9.6,11.4,11.8,WHISPER,2.8,4.1,3.2,4.8,SOFY,3.7,4.2,4.1,5.2,TOU QI,2.1,1.6,2.4,1.8,FRESH,0.1,1.6,0.2,2.1,ROU MIAN,1.4,1,1.6,1.3,Carefree Drap.,2.4,3.3,Volume Share,Value Share,Liner Sales Growth By C

4、ity,10%,0%,6%,7%,7%,13%,-7%,13%,-1%,4%,Volume base,Value base,MAT %Growth,Liner Key Brand Volume Share By CityCarefree Share Stagnant Across City,4 City,A City,BCD City,Town,Vol.%,+/- % YA,Vol.%,+/- % YA,Vol.%,+/- % YA,Vol.%,+/- % YA,CAREFREE,29.6,0,16.7,-0.2,10.1,-0.3,11.5,4.3,SOFY,26.9,-0.3,15,-5.

5、3,10.5,0.5,7.1,4.8,ANERLE,3.5,-0.2,9.8,-0.9,13.4,0.2,10.6,3.3,WHISPER,5.4,0.4,5.9,0.4,3.4,1,1.7,1.2,C while premium (0.20.25rmb/pcs) importance increasing, which was driven by MNB premium lines,Category Overview, Liner,Carefree leading position and share stable in year trend(Strength) Drapable launc

6、h 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 shar

7、e gain, while Regular share in declining trend(Opportunity) Green Tea new launch and was firstly captured in ON03 scored small share, and priced medium,Issues,How Carefree Can Further Improve In Developed City By Gaining On Sofy? Opportunity exploration in BCD market Sofy Green Tea Launch Review,How

8、 Carefree Can Further Improve In Key City,Liner, Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed City,ANERLE,6.7,6.8,6.5,7.1,7.2,7.1,7.1,C Drapable Litter Further Improvement,Carefree,Sofy,Volume Share(Liner Base),Carefree vs Sofy UT Price Comparison, 4+ACarefree Super NB Price

9、Down Trend and Competitive vs Sofy Reg,Carefree,Sofy,Rmb/Pcs,Carefree Super NB vs Sofy Reg. SKU Share 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 amon

10、g(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 f

11、or one third of that market still,Explore Opportunity In BCD CityFindings,Anerle 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 ch

12、annel 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 tradition

13、al 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 CityThinking,To compete with Anerle 20pcs, we should understand the following points by further exp

14、loration 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 East BCD Most Important Followed With South,Key Brand Volume Share By Channel, BCDAnerle Leading In G/K, W

15、hich Protect Its Share In BCD Where We Are Weak,Vol %,+/- % YA,Vol %,+/- % YA,Vol %,+/- % YA,ANERLE,13.4,0.2,10.8,0.6,18.6,1.6,SOFY,10.5,0.5,14.8,-2,2.1,0.6,CAREFREE,10.1,-0.3,13.7,-0.7,3.2,-1.7,YIMUCAO,4.4,2.3,5.8,2.8,1.8,1,C While JBX Performed Better,Volume Share Per Distribution,Carefree,Sofy,Ca

16、refree,Sofy,40pcs,2X40pcs,Line, Slim vs UT Market Importance By CitySlim Market Size Small and Little Improvement Yearly,Volume Share,NAT.,Key City,A City,BCD City,Town,Liner Packsize Importance, BCD,Volume Share,Value Share,Packsize Importance Region In BCDIn North, Small Pack Highest Importance vs Other Regions,S BCD,E BCD,(Volume Share),N BCD,W BCD,Anerle 28pcs much active in West which drove 2639pcs segment,Sofy Green Tea Performance Monitor,New Launch Sales/Share/Distribution Comparison, Nat-H/SGreen Tea Launch With Single Pack; Consumer Off Take Is Not Bad,Volume Sales (000pcs),Volume