零售调研(某咨询20031011-护垫)(英文).pptx
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零售调研(某咨询20031011-护垫)(英文).pptx
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LinerCategoryOverview,LinerSales&PriceTrend,NationalMarketGrowthRateSlowDown,%SalesGrowth(MATON03vsON02)+10%-involume0%-invalue,LinerSegmentImportance&Growth,NationalUltraThin/BreathableMoreWelcomeWithImportanceIncreasing,Volumebase,MAT%Growth,7%,46%,2%,2%,-8%,Valuebase,-2%,31%,-8%,-9%,-15%,LinerProd.SegmentImportance,Nat.,Volumebase,LinerProd.SegmentImportance,Nat.,Valuebase,VolumeShare,ValueShare,Liner,NationalTopBrandsShareCarefreeLeadingShareMaintain;SmallLocalsGainedShareYearly,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&B,7.2,5.4,-1.8,WHISPER,3.9,4.5,0.7,YIMUCAO,1.3,2.9,1.6,SOFT,1.2,2.2,1,LADYCARE,2.7,1.9,-0.8,BEST,1.6,1.8,0.2,HAOS.S.,1.7,1.7,0,O.BRAND,36.9,37.1,0.2,CAREFREE,18.6,18.6,-0.1,SOFY,16.9,16,-0.8,ANERLE,11.4,11.8,0.4,WHISPER,5.5,5.7,0.3,C&B,7.3,5,-2.4,YIMUCAO,1.3,3.1,1.7,LADYCARE,3.7,2.8,-0.9,ABC,2,2.6,0.6,SOFT,1.1,2,0.9,HAOS.S.,1.5,1.5,0,O.BRAND,30.7,30.9,0.2,LinerTopBrandVol.ShareTrend,Nat.CarefreeMaintainLeadingSharePositionAndShareStagnantInLatestHalfYear,Top5All,(LinerBase),LinerTopBrandVal.ShareTrend,Nat.SameAsValue,Top5All,(LinerBase),LinerTopBrandDistributionTrend,Nat.DistributionCompeteHeadWithKeyCompetitors,WeightedDistribution,Liner,TopBrandPriceTrend-NationalKeyCompetitorsPriceMaintainStableDuringLatestYear,Rmb/Pcs,ON01,ON02,DJ03,FM03,AM03,JJ03,AS03,ON03,CAREFREE,0.23,0.19,0.18,0.19,0.20,0.20,0.19,0.19,SOFY,0.22,0.18,0.18,0.18,0.18,0.17,0.18,0.17,ANERLE,0.23,0.22,0.22,0.22,0.21,0.22,0.21,0.21,C&B,0.22,0.18,0.17,0.16,0.16,0.16,0.15,0.15,WHISPER,0.40,0.24,0.23,0.23,0.22,0.22,0.21,0.21,YIMUCAO,0.21,0.19,0.19,0.18,0.18,0.18,0.19,0.19,SOFT,0.23,0.16,0.16,0.16,0.16,0.17,0.17,0.15,LADYCARE,0.27,0.27,0.26,0.27,0.26,0.26,0.27,0.26,BEST,0.19,0.12,0.12,0.12,0.12,0.12,0.12,0.13,HAOS.S.,0.17,0.16,0.15,0.14,0.16,0.16,0.15,0.15,O.brand,0.17,0.16,0.15,0.14,0.16,0.16,0.15,0.15,CarefreeVariantSales&Growth,Nat.,VolumeSales,ValueSales,Liner,CarefreeVariantShare,NationalVariantShareStableInLatestHalfYear,VolumeShare,(LinerBase),ValueShare,CarefreeVariantDistribution&Price,Nat.DrapableHighPriceCouldBeAnIssuetoPreventOurShareFurtherImprovement,WeightedDistribution,Rmb/Pcs,Liner,WhisperVariantShare,National,VolumeShare,(LinerBase),ValueShare,WhisperVariantDistribution&Price,Nat.,WeightedDistribution,Rmb/Pcs,SofyVariantShare,NationalShareDeclineOnReg.WhichStandsFor70%OfItsSales;FreshFailedToImproveShareYearly,VolumeShare,(LinerBase),ValueShare,SofyVariantShare,NationalGreenTeaPricePositionInMediumRange,WeightedDistribution,Rmb/Pcs,LinerShareByPriceTier,NationalMediumandLowPriceDominatetheMarket;WhilePremiumGainedImportanceYearly,VolumeBase,ValueBase,Note,priceisjudgeddowntosubbrandlevel.,Liner0.200.25Rmb/pcsShareByBrand,Nat.ShareDrivenByMNB,MATON02,MATON03,MATON02,MATON03,0.200.25rmb/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,TOUQI,2.1,1.6,2.4,1.8,FRESH,0.1,1.6,0.2,2.1,ROUMIAN,1.4,1,1.6,1.3,CarefreeDrap.,2.4,3.3,VolumeShare,ValueShare,LinerSalesGrowthByCity,10%,0%,6%,7%,7%,13%,-7%,13%,-1%,4%,Volumebase,Valuebase,MAT%Growth,LinerKeyBrandVolumeShareByCityCarefreeShareStagnantAcrossCity,4City,ACity,BCDCity,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,-5.3,10.5,0.5,7.1,4.8,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&B,6.1,-2.2,6.3,-0.5,4.9,-2.7,0.7,-1.4,YIMUCAO,1.7,0.9,2.5,1.5,4.4,2.3,0.3,-0.6,SOFT,0.7,0.4,3,1.7,2.6,1.1,1.3,-0.6,LADYCARE,1.5,0,3.2,-1.2,1.3,-0.7,0.5,-2.1,BEST,1.3,0.6,2.1,0.6,2.1,-0.4,0.2,0.1,HAOS.S.,0.1,0,2.3,0.9,2.3,-0.1,1.6,-3.2,O.BRAND,23.2,0.4,33.2,3,45,-0.9,65.2,-5.8,Liner,KeyBrandVol.SharebyCityTierCarefreeShareStagnantAllCityTier,(LinerBase),4City,ACity,BCDCity,Town,Carefree,Sofy,Whisper,Anerle,C&B,LinerSalesGrowthByRegionSizeGrewFastInWest/South,10%,0%,25%,12%,-14%,-3%,1%,23%,11%,8%,Volumebase,Valuebase,MAT%Growth,Liner,KeyBrandVol.SharebyRegion,(LinerBase),South,East,North,West,Carefree,Sofy,Whisper,Anerle,C&B,LinerKeyBrandVolumeShareByRegion,South,East,North,West,Vol.%,+/-%YA,Vol.%,+/-%YA,Vol.%,+/-%YA,Vol.%,+/-%YA,CAREFREE,22.4,0.1,15.6,0.3,18.7,-0.4,10.9,0.8,SOFY,15.7,-4.9,18.5,-0.3,14.9,-1,9.7,1.5,ANERLE,13.9,-0.6,5.8,1.1,6.5,-0.9,19.3,-3.7,WHISPER,7.2,0.7,3.8,0.7,3.7,0.7,4.4,-0.1,C&B,1.6,0.5,5.6,-3.8,5.4,-2.1,10,1.5,YIMUCAO,1.2,1.1,3.9,2.3,1.9,0.7,4.2,1.6,SOFT,2.6,1.3,1.2,0.5,4.2,2.2,0.7,0,LADYCARE,2.3,-1.7,1.4,-0.3,2.1,-0.8,2.1,-1,BEST,0.9,0.4,2,-0.4,2.5,1.1,1.2,0.1,HAOS.S.,2.5,-0.6,1.8,0,1,0.1,1.6,0.4,OTHERS,29.7,3.7,40.4,-0.1,39.1,0.4,35.9,-1.1,MarketSharebyPackShare,National,VolumeBase,ValueBase,CategoryOverview,Liner,Totalcategorysizecametostableinthepastoneyear(Threat)UltrathinBreathableproductbecomemorepopular(Opportunity),sizeincreasedrapidlyandgainingsharecontinuouslyfromothers.(accounted27%involumeand30%invalue)LowandMedium(0.20rmb/pcsbelow)segmentdominatedmarket(Threat);whilepremium(0.20.25rmb/pcs)importanceincreasing,whichwasdrivenbyMNBpremiumlines,CategoryOverview,Liner,Carefreeleadingpositionandsharestableinyeartrend(Strength)DrapablelaunchcannibalizeshareonsuperespNonBreathablesuggestingupgradeCarefreeuserwhilenotexpandCarefreeconsumergroup(challenge),pricecouldbeissueSharestagnantinallcitytier(challenge)SofylosesharetosmalllocalbrandsandstruggledinNo.2inlastyearFreshlaunchnothelpitsharegain,whileRegularshareindecliningtrend(Opportunity)GreenTeanewlaunchandwasfirstlycapturedinON03scoredsmallshare,andpricedmedium,Issues,HowCarefreeCanFurtherImproveInDevelopedCityByGainingOnSofy?
OpportunityexplorationinBCDmarketSofyGreenTeaLaunchReview,HowCarefreeCanFurtherImproveInKeyCity,Liner,KeyBrandVolumeShareIn4+ASofyIsOurKeyCompetitorInDevelopedCity,ANERLE,6.7,6.8,6.5,7.1,7.2,7.1,7.1,C&B,6.5,6.2,6.9,6.6,6.2,5.7,5.8,YIMUCAO,1.3,1.5,1.9,2.1,2.3,2.3,2.6,LADYCARE,2.6,2.6,2.3,2.4,2.3,2.6,2.4,ABC,1.2,1,1.3,1.1,1.8,1.8,2.1,LinerCarefreevsSofyVariantShare,KeyCityOpportunityToGrabShareFromSofyReg.;DrapableLitterFurtherImprovement,Carefree,Sofy,VolumeShare(LinerBase),CarefreevsSofyUTPriceComparison,4+ACarefreeSuperNBPriceDownTrendandCompetitivevsSofyReg,Carefree,Sofy,Rmb/Pcs,CarefreeSuperNBvsSofyReg.SKUShare&Price4+ACitiesCarefreeShareBehindSofyOnSKULevel,WhilePriceCompetitive,VolumeShare,0.16,0.16,0.15,0.15,Rmb/Pcs,(Rmb/Pck),In4+A,2*40pcspackimportanceisabout10%involumeandmaintainyearly,CarefreeSuperNBvsSofyReg.SKUDistribution4+ACities-ON03CarefreeSuperNBIn-storePerformanceBehind,AnyConsumerStudyInputonWhy?
WeightedDistribution,SIH(Vol%perDist.),CarefreeDrapableSKUSales&Share,4+A2X30pcsSignificantCannibalizationOn30pcs,SuggestingLittleExpansionOnUser,VolumeSales(000pcs),VolumeShare,AntibacterialImportancebyBrandGroupAnti.BacterialLargeContributedByRegionalBrand,WhichAnti.prod.HighestImportance,All,NationalVolumeImportance,RegionalBrand,NationalBrand,MNB+Anerle,InAnti.bacterial,about87%volumesalescontributedbyRB,anditsimportanceincreasingcontinuously(e.g.Yimucao/Anerle),HowCarefreeCanFurtherImproveInKeyCityFoodforThinking,BycomparingWithSofySofyisourkeycompetitorindevelopedcities,RegularisofitsbestsellerCarefreeSuperNBsharebehindSofyReg.,duetoourlesscompetitivenessofin-storeperformanceCarefreeDrapable2X30pcscontributedlittlesalesandshareimprovementforthisline,HowCarefreeCanFurtherImproveInKeyCityFoodforThinking,Shouldunderstanding,whySofy-Regularcanachievehigherconsumeracceptance?
Anytradeissue,e.g.Display/Facing.Differentiationonproductquality?
Anti-bacteriacouldbeconsiderforfurtherproductimprovement,ExploreOpportunityInBCDCity,ExploreOpportunityInBCDCitySummary,OpportunityexplorationinBCDmarketHowismarkettrendandbrandcompetitioninBCDmarket?
Doweofferrightproduct(packsize/variant)andatcompetitivepriceHowisdistributiongapversusAnerleandSofy,ExploreOpportunityInBCDCityFindings,BCDmarketstandsforabout38%fortotalChinalinermarket,andyearlysalesandimportancegrowing(Opportunity)Smallpack(125pcs)standsfor60%marketvolumeimportanceinBCDmarket,andpopularbothmodernandtraditionalchannel;whilebiggerpack(=40pcs)importancegrewslightlySmallpackcrowdedwithalotofsmalllocalswithlowerpricedominated(Challenge)InBiggerpackgroup,SofyandCarefreestrongandleadingamong(Strength)InNorth,smallpackhigherimportancethaninotherregionsSlimmarketrelativesmallandimportanceslightlydecline(Threat)EastBCDmarketthemostimportantamongfollowedwithSouthBCDforlinerModernChannelimportanceincreasinginBCDaswell,whiletraditionalstorestandsforonethirdofthatmarketstill,ExploreOpportunityInBCDCityFindings,AnerleleadinginBCDmarketandleadingsharemaintainstableNoticeabledistributionadvantagecomparingCarefree,whichtracedtotraditionalstoresAnerleleadingshareintraditionalstoreswhilenoadvantageinmodernchannel20pcscontributedmostitsshareandout-standamongallplayers,distributionshouldbeoneofthekeyfacts20pcspackalsocapturedhighin-storeperformance,?
CarefreeandSofyclosesharecompetitioninBCDBothCarefreeandSofyfocusinmodernchannelwhilefewperformanceintraditionalstoresBothCarefreeandSofystrongplayon40pcsand2X40pcs,whichindicatinghighbrandloyaltySofybigpack(esp.2X40pcs)outperformedsamestoryasin4+A(Threat),ExploreOpportunityInBCDCityThinking,TocompetewithAnerle20pcs,weshouldunderstan
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