【文档说明】ACNielsen护垫调查(英文).pptx，共(64)页，900.871 KB，由精品优选上传

转载请保留链接：https://www.ichengzhen.cn/view-282729.html

以下为本文档部分文字说明：

1Copyright©2003ACNielsenaVNUcompanyLinerCategoryOverview2Copyright©2003ACNielsenaVNUcompanyLinerSales&PriceTrend,

NationalMarketGrowthRateSlowDown7908558809931053104310271084108710801054103210901641751771901991921851901901911861791840.210.210.

20.190.190.180.180.180.170.180.180.170.170200400600800100012001400160018002000ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0300.050.10

.150.20.25VolumeSales(MilPcs)ValueSales(Mil.Rmb)Rmb/Pcs%SalesGrowth(MATON03vsON02)•+10%-involume•0%-invalue3Copyright©2003ACNielsenaVNUcompanyL

inerSegmentImportance&Growth,NationalUltraThin/BreathableMoreWelcomeWithImportanceIncreasing10.89.864.561.427.410.810.11.51.81.71.469

.466.52123.818MATON02MATON03MATON02MATON03LinerUTBLinerUTNBLinerSlimLongLinerSlimReg.VolumebaseMAT%Growth7%46%2%2%

-8%Valuebase-2%31%-8%-9%-15%4Copyright©2003ACNielsenaVNUcompanyLinerProd.SegmentImportance,Nat.9.412.59.411.911.011.712.010.

09.18.88.61.61.91.91.81.61.01.41.31.471.571.470.766.966.065.064.064.065.864.563.417.518.019.322.425.412.010.61.81.61.51.971.470

.615.416.115.026.223.724.021.521.1ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03LinerUTBLinerUTNBLinerSlimLongLinerSlimReg.Volumebase5Copyri

ght©2003ACNielsenaVNUcompanyLinerProd.SegmentImportance,Nat.1011.59.911.111.211.311.69.88.78.58.51.61.71.71.61.51.41.31.31.368.367.26764

.96463.161.960.461.760.960.221.221.422.42529.312.411.21.71.71.51.768.367.819.218.817.629.728.328.42423.2O

N01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03LinerUTBLinerUTNBLinerSlimLongLinerSlimReg.Valuebas

e6Copyright©2003ACNielsenaVNUcompanyVolumeShareValueShareLiner,NationalTopBrandsShareCarefreeLeadingShareMaintain;SmallLocalsGainedShareYearlyMATON02

MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE16.917.10.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISP

ER3.94.50.7YIMUCAO1.32.91.6SOFT1.22.21LADYCARE2.71.9-0.8BEST1.61.80.2HAOS.S.1.71.70O.BRAND36.937.10.2CAREFREE18.618.6-0.1SOFY16.916-0.

8ANERLE11.411.80.4WHISPER5.55.70.3C&B7.35-2.4YIMUCAO1.33.11.7LADYCARE3.72.8-0.9ABC22.60.6SOFT1.120.9HAOS.S.1.51.50O.BRAND30.730.90.27Copyr

ight©2003ACNielsenaVNUcompanyLinerTopBrandVol.ShareTrend,Nat.CarefreeMaintainLeadingSharePositionAndShareStagnantInLatestHal

fYear58.557.357.252.456.251.6545353.154.653.549.650.320.816.716.815.717.516.516.616.317.816.717.916.818.917.416.718.

815.216.416.415.917.613.410.910.410.699.799.49.69.5109.79.2997.77.16.96.965.65.95.85.44.812.34.73.93.344.94.855.14.14.318.4

1715.314.89.84.83.90510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWH

ISPERTop5All(LinerBase)YIMUCAO0.60.811.51.31.41.82.32.92.633.13.4SOFT0.70.80.70.811.52.11.92.72.61.61.92.1LADYCARE2.42.72.333.12.52.32.21.91.

91.71.81.7BEST0.50.70.41.41.23.71.81.92.32.21.51.41.3HAOS.S.1.411.21.51.52.62.21.71.71.81.81.81.5O.BRAND35.936.737.239.435.736.735.

83735.434.336.940.439.78Copyright©2003ACNielsenaVNUcompanyLinerTopBrandVal.ShareTrend,Nat.SameAsValue63.762.462.857.960.257.158.558.158.259.957.95454

.823191917.518.818.317.417.619.818.819.212.211.912.310.711.41111.41211.912.11211.39.49.287.36.96.95.85.55.45.34.94.31.83.56.45.84.95.96.4

6.36.56.45.15.218.619.31415.115.611.84.34.90510152025ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&BWHISPER

Top5All(LinerBase)YIMUCAO0.60.80.91.51.41.51.82.43.02.63.13.43.9SOFT0.80.90.80.91.01.41.91.82.52.31.61.91.9LADYCARE3.03.53.14.24.43.73.53.32.

92.92.52.82.6BEST0.40.60.31.00.82.01.21.31.51.51.11.01.0HAOS.S.1.10.91.01.31.22.42.01.41.41.61.61.51.3O.BRAND30.231.031.

033.230.931.931.231.730.529.232.235.434.59Copyright©2003ACNielsenaVNUcompanyLinerTopBrandDistribution

Trend,Nat.DistributionCompeteHeadWithKeyCompetitors4444444546454747444343444345474642444747444343373434333129323030292725293636383837

394042403941444644414626420102030405060ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CAREFREESOFYANERLEC&

BWHISPERWeightedDistributionYIMUCAO455781010141516171820SOFT3436111212131312111112LADYCARE35353436363335363533313033BEST2018171

8171720212119171614HAOS.S.6781013121315151414121310Copyright©2003ACNielsenaVNUcompanyLiner,TopBrandPriceTrend-NationalKeyCompeti

torsPriceMaintainStableDuringLatestYearRmb/PcsON01ON02DJ03FM03AM03JJ03AS03ON03CAREFREE0.230.190.180.190.200.200.190.19S

OFY0.220.180.180.180.180.170.180.17ANERLE0.230.220.220.220.210.220.210.21C&B0.220.180.170.160.160.160.150.15WHISPER0.400.2

40.230.230.220.220.210.21YIMUCAO0.210.190.190.180.180.180.190.19SOFT0.230.160.160.160.160.170.170.15LADYCA

RE0.270.270.260.270.260.260.270.26BEST0.190.120.120.120.120.120.120.13HAOS.S.0.170.160.150.140.160.160.150.15O.brand0.170.

160.150.140.160.160.150.1511Copyright©2003ACNielsenaVNUcompanyCarefreeVariantSales&Growth,Nat.9.47.56.66.26.76.27.27.58

.176.76.56.56.45.16.56.77.87.38.36.25.44.73.75.64.63.932.72.12.32.32.32.522.52.22.11.900.43.23.73.33.720.816.716.

815.717.516.518.416.616.317.816.717.917ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TSHAPEDRAPABLESUPERBSUPERNBLONGJIBENXINVol

umeSalesValueSales10.28.57.77.37.77.28.188.47.36.76.666.75.36.56.57.37.27.75.95.24.53.54.944.53.63.42.72.72.82

.72.82.42.82.42.4200.64.45.34.523191917.518.818.319.317.417.619.818.819.218ON01DJ02FM02AM02JJ02AS02ON

02DJ03FM03AM03JJ03AS03ON0312Copyright©2003ACNielsenaVNUcompanyLiner,CarefreeVariantShare,NationalVariantShareStableInLat

estHalfYear9.47.56.66.26.76.27.27.58.176.76.56.56.45.16.56.77.87.38.36.25.44.73.75.64.63.932.72.12.32.32.32.522.52.22.11.900.43.23.73.33.720.816.716.

815.717.516.518.416.616.317.816.717.917ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TSHAPEDRAPABLESUPERBSUPERNBLONG

JIBENXINVolumeShare(LinerBase)ValueShare10.28.57.77.37.77.28.188.47.36.76.66.76.75.36.56.57.37.27.75.95.24.53.54.94.24.53.63.42.72.72.82.

72.82.42.82.42.42.100.64.45.34.5523191917.518.818.319.317.417.619.818.819.218.6ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0313Copyright©2003A

CNielsenaVNUcompanyCarefreeVariantDistribution&Price,Nat.DrapableHighPriceCouldBeAnIssuetoPreventOurShareFurtherImprovem

ent4444444546454647474443434441414142424244464442404041222222202019181921191919193737373739394140403837373928313231333333333433323

334018272931330121617171516161613ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03CarefreeJIBENXINLONGSUPERN-BSUPERBDRAPABLETSHAPE

WeightedDistributionRmb/Pcs0.220.230.230.220.220.210.20.190.180.190.180.320.30.30.290.280.290.290.280.280.280.280.280.280.220.210.20.190.1

80.180.170.170.170.170.150.240.240.250.250.230.220.210.20.210.20.190.20.190.270.260.250.250.240.230.15ON01DJ

02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0316Copyright©2003ACNielsenaVNUcompanySofyVariantShare,NationalShareDeclineOnReg.WhichStands

For70%OfItsSales;FreshFailedToImproveShareYearly0.10.71.21.61.71.81.81.313.315.914.612.913.911.711.51212.111.413.39.3110.318.917.416.718.815.

215.316.416.415.917.614.813.416.8ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03TOUQIROUMIANREGFRESHGREETEAVolumeShare(LinerBase)ValueShar

e0.10.91.72.22.12.32.31.713.515.413.812.312.911.310.911.511.510.711.88.910.50.417.418.717.116.518.215.11

5.616.916.816.217.11415.1AS01ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS0317Copyright©2003ACNielsenaVNUcompanySofyVariantS

hare,NationalGreenTeaPricePositionInMediumRange3838384141404144434241414411232930313032363636393938404342

404039422928293230283133323232331826ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON03SOFYFRESHREGROUMIANTOUQIGREENTE

AWeightedDistributionRmb/Pcs0.220.20.20.190.180.180.180.180.180.180.170.180.170.260.250.240.240.230.230.220.210.20.190.180.170.180.170.170.1

70.160.160.170.160.220.220.230.220.210.20.210.210.20.210.20.20.20.19ON01DJ02FM02AM02JJ02AS02ON02DJ03FM03AM03JJ03AS03ON0318Copy

right©2003ACNielsenaVNUcompanyLinerShareByPriceTier,NationalMediumandLowPriceDominatetheMarket;WhilePremiumGainedImpor

tanceYearly27.328.748.54518.421.8020406080100120MATON02MATON03<=0.15rmb/pcs0.15~0.20rmb/pcs0.20~0.25rmb/pcs0.25~0.30rmb

/pcs>0.35rmb/pcs19.821.348.443.621.727020406080100120MATON02MATON03<=0.15rmb/pcs0.15~0.20rmb/pcs0.20~0.25rmb/pcs0.25~0.30rmb/pcs>0.35rmb/pcsVo

lumeBaseValueBase•Note,priceisjudgeddowntosubbrandlevel.19Copyright©2003ACNielsenaVNUcompanyLiner0.20~0.25Rmb/pcsShareByBrand,Nat.ShareDrivenBy

MNBMATON02MATON03MATON02MATON030.20~0.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER2.84.13.24.8SOFY3.74.24.15.2TOUQI2.11.62.41.8FRESH0.11

.60.22.1ROUMIAN1.411.61.3CarefreeDrap.2.43.3VolumeShareValueShare20Copyright©2003ACNielsenaVNUcompany

LinerSalesGrowthByCity25.425.237.937.66.725.124.430.5333230.435.336.76.86.66.3MATON02MATON03MATON02MATON03TownBCDCityACity4City10%0%6%7%7

%13%-7%13%-1%4%VolumebaseValuebaseMAT%Growth21Copyright©2003ACNielsenaVNUcompanyLinerKeyBrandVolumeShare

ByCityCarefreeShareStagnantAcrossCity4CityACityBCDCityTownVol.%+/-%YAVol.%+/-%YAVol.%+/-%YAVol.%+/-%YACAREFREE29.6016.7-0.210.1-0.311.54.3SO

FY26.9-0.315-5.310.50.57.14.8ANERLE3.5-0.29.8-0.913.40.210.63.3WHISPER5.40.45.90.43.411.71.2C&B6.1-2.26.3-0.54.9-2.70.7-1.4YIMUCAO1.70.92

.51.54.42.30.3-0.6SOFT0.70.431.72.61.11.3-0.6LADYCARE1.503.2-1.21.3-0.70.5-2.1BEST1.30.62.10.62.1-0.40.20.1HAOS.S.0

.102.30.92.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.822Copyright©2003ACNielsenaVNUcompanyLiner,KeyBrandVol.SharebyCityTierCarefreeShareStagnantA

llCityTier(LinerBase)30.728.42729.52932.23125262927.329.223.8263.33.233.63.23.944.75.466.26.25.876.36.15.75.555.24

.801020304050607080ON02DJ03FM03AM03JJ03AS03ON034City18.316.116.117.71716.616.616.617.115.815.514.512.514.39.19.599.910.79.810.12.63.64.965.65.3

5.66.66.65.96.65.75.55.10102030405060ON02DJ03FM03AM03JJ03AS03ON03ACity1210.710.210.39.5118.910.311.59.89.8

13.88.69.414.314.213.814.312.711.813.72.93.83.64.14.43.743.234.34.12.83.22.905101520253035404550ON02DJ03FM03AM03JJ03AS03ON03BCDCi

ty8.99.611.215.111.511.810.12.65.97.67.99.36.95.26.27.411.510.712.911.39.61.10.10.91.50.60.20.10.41.31.82.21.81.61.40510152025303540ON02DJ03FM03AM03J

J03AS03ON03TownCarefreeSofyWhisperAnerleC&B23Copyright©2003ACNielsenaVNUcompanyLinerSalesGrowthByRegionSizeGrewFastInWest/South21.423.724.723.615.22

0.518.437.537.340.639.927.727.913.114.913.5MATON02MATON03MATON02MATON03WestNorthEastSouth10%0%25%12%-14%-3%1%23%11%8%VolumebaseValuebaseMA

T%Growth25Copyright©2003ACNielsenaVNUcompanyLinerKeyBrandVolumeShareByRegionSouthEastNorthWestVol.%+/-%YAVol.%+/-%YAVol.%+/-%YAVol.%+/-%YACAREFREE22

.40.115.60.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.71.5ANERLE13.9-0.65.81.16.5-0.919.3-3.7WHISPER7.20.73.80.73.70.

74.4-0.1C&B1.60.55.6-3.85.4-2.1101.5YIMUCAO1.21.13.92.31.90.74.21.6SOFT2.61.31.20.54.22.20.70LADYCARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-0.42.51

.11.20.1HAOS.S.2.5-0.61.8010.11.60.4OTHERS29.73.740.4-0.139.10.435.9-1.126Copyright©2003ACNielsenaVNUcompanyMarketSharebyPackShare,Nationa

l51.247.41229.630.210.810.18020406080100120MATON02MATON031~25pcs26~39pcs40~60pcs80pcs51.748.58.41330.329.69.48.

6020406080100120MATON02MATON031~25pcs26~39pcs40~60pcs80pcsVolumeBaseValueBase27Copyright©2003ACNielsenaVNUcompanyCategoryOverview,Liner

⚫Totalcategorysizecametostableinthepastoneyear(Threat)⚫UltrathinBreathableproductbecomemorepopular(Opportunity),sizeincrea

sedrapidlyandgainingsharecontinuouslyfromothers.(accounted27%involumeand30%invalue)⚫LowandMedium(0.20rmb/pcsbelow)segmentdominatedmarket(Threat);w

hilepremium(0.2~0.25rmb/pcs)importanceincreasing,whichwasdrivenbyMNBpremiumlines28Copyright©2003ACNiel

senaVNUcompanyCategoryOverview,Liner⚫Carefreeleadingpositionandsharestableinyeartrend(Strength)-Drapablelaunchcannibalizes

hareonsuperespNonBreathablesuggestingupgradeCarefreeuserwhilenotexpandCarefreeconsumergroup(challenge),pricecouldbeissue-Sh

arestagnantinallcitytier(challenge)⚫SofylosesharetosmalllocalbrandsandstruggledinNo.2inlastyear-Freshlaunchnothelpitsharegain,whileRegular

shareindecliningtrend(Opportunity)-GreenTeanewlaunchandwasfirstlycapturedinON03scoredsmallshare,andpricedmedium29Copyr

ight©2003ACNielsenaVNUcompanyIssues⚫HowCarefreeCanFurtherImproveInDevelopedCityByGainingOnSofy?⚫OpportunityexplorationinBCDmarket⚫SofyGr

eenTeaLaunchReview30Copyright©2003ACNielsenaVNUcompanyHowCarefreeCanFurtherImproveInKeyCity31Copyright©2003ACNielsenaVNU

companyLiner,KeyBrandVolumeShareIn4+ASofyIsOurKeyCompetitorInDevelopedCity23.521.320.92322.623.823.420.120.921.620

.821.417.719.76.56.45.86.15.45.44.9010203040506010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-

2003WHISPERSOFYCAREFREEANERLE6.76.86.57.17.27.17.1C&B6.56.26.96.66.25.75.8YIMUCAO1.31.51.92.12.32.32.6LADYCARE2.62.62.32.42.32

.62.4ABC1.211.31.11.81.82.132Copyright©2003ACNielsenaVNUcompanyLinerCarefreevsSofyVariantShare,KeyCityOpportunityToGrabShare

FromSofyReg.;DrapableLitterFurtherImprovementCarefreeSofy0.50.91.41.81.92.121.615.815.616.215.416.612.614.720.921.620.821.417.719.720.1

ON02DJ03FM03AM03JJ03AS03ON03TOUQIROUMIANREGFRESHGREENTEAVolumeShare(LinerBase)8.99.69.68.18.58.18.510.6

7.87.26.15.17.46.33.43.32.73.532.72.500.64.75.34.95.523.521.320.92322.623.823.4ON02DJ03FM03AM03JJ03AS03ON

03DRAPABLESUPERBSUPERNBJIBENXIN33Copyright©2003ACNielsenaVNUcompanyCarefreevsSofyUTPriceComparison,4+ACarefreeSuperNBPr

iceDownTrendandCompetitivevsSofyReg0.20.180.180.180.170.170.170.160.170.170.170.160.150.150.20.20.210.20.190.20.190.270.260.240

.250.240.230.10.120.140.160.180.20.220.240.260.280.310/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003JIBENXINSUPERNBSUPERBD

RAPABLE0.190.250.240.240.230.220.220.220.170.170.160.160.150.160.160.210.20.220.210.230.210.20.210.210.20.210.20.20.190.10.120.140.160.180.20.220

.240.260.280.310/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003GREENTEAFRESHREGROUMIANTOUQICarefreeSofyRmb/

Pcs34Copyright©2003ACNielsenaVNUcompanyCarefreeSuperNBvsSofyReg.SKUShare&Price4+ACitiesCarefreeShareBehindSofyOnSKULevel,WhilePriceCompetitiveVolume

Share0.160.160.150.15ON02DJ03FM03AM03JJ03AS03ON03CarefreeSuperNB10.67.87.26.15.17.46.3SofyRegular15.815.616.215.416.612.614.7ON02JJ03AS03O

N030.170.150.160.1640pcsSC40pcsUNSC2.91.41.41.10.71.20.640pcsSC4.94.243.83.33.73.340pcsUNSC4.23.22.62.52.12.32.26.86.86.87.26.87.26.86

.86.86.86.86.87.26.86.87.23.1221.30.91.50.82X40pcsSC1.61.61.31.41.32.12.32X40pcsUNSC1.81.81.51.41.11.91.92X40pcsSC2.93.7445.73.14.52X4

0pcsUNSC344.54.24.92.94121212.812121212.81212.812.8121212.812.81212Rmb/Pcs(Rmb/Pck)•In4+A,2*40pcspackimportanceisabout10%involumeandmainta

inyearly35Copyright©2003ACNielsenaVNUcompanyCarefreeSuperNBvsSofyReg.SKUDistribution4+ACities-ON03Carefree

SuperNBIn-storePerformanceBehind,AnyConsumerStudyInputonWhy?GZ-H/SSH-H/SBJ-H/SCD-H/S/DA-H/SCarefreeSuperNB759393956540pcsSC74878275542X40pcsSC

527972683840pcsUNSC73876659392X40pcsUNSC4785672933SofyRegular869594897040pcsSC80639187572X40pcsSC567956513940pcsUNSC41407628532X40pcsUNSC537956

5143GZ-H/SSH-H/SBJ-H/SCD-H/S/DA-H/S6.813.27.17.67.11.80.92.20.91.13.46.32.64.95.11.70.91.90.90.91.55.925.84.219.625.416.61718.34.74.84.53.36.19

.711.68.612.28.74.54.55.424.39.712.84.37.46.7WeightedDistributionSIH(Vol%perDist.)36Copyright©2003ACNielsenaVNUcompany

CarefreeDrapableSKUSales&Share,4+A2X30pcsSignificantCannibalizationOn30pcs,SuggestingLittleExpansionOnUser05

00010000150002000025000300003500010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-20

032X30pcsSC1X30pcsSC2X30pcsUNSC1X30pcsUNSC012345610/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-20

032X30pcsSC1X30pcsSC2X30pcsUNSC1X30pcsUNSCVolumeSales(000pcs)VolumeShare37Copyright©2003ACNielsenaVNUcompanyAnti

bacterialImportancebyBrandGroupAnti.BacterialLargeContributedByRegionalBrand,WhichAnti.prod.HighestIm

portance12125326288888959710010074720%10%20%30%40%50%60%70%80%90%100%MATAS02MATAS03MATAS02MATAS03MATAS02MATAS03MATAS02M

ATAS03NonAnti.Anti.bacterialAllNationalVolumeImportanceRegionalBrandNationalBrandMNB+Anerle•InAnti.bacterial,about87%volum

esalescontributedbyRB,anditsimportanceincreasingcontinuously(e.g.Yimucao/Anerle)38Copyright©2003ACNielsenaVNUcompanyHowCarefreeCanFurther

ImproveInKeyCityFoodforThinking⚫BycomparingWithSofy-Sofyisourkeycompetitorindevelopedcities,Regularisofitsbestseller-CarefreeSuperNBsharebehind

SofyReg.,duetoourlesscompetitivenessofin-storeperformance⚫CarefreeDrapable2X30pcscontributedlittlesalesandshareimprovement

forthisline39Copyright©2003ACNielsenaVNUcompanyHowCarefreeCanFurtherImproveInKeyCityFoodforThinking⚫Shouldunderstanding,whySofy-Regularcanachie

vehigherconsumeracceptance?-Anytradeissue,e.g.Display/Facing…..-Differentiationonproductquality?-…⚫Anti-bacteriacouldbeconside

rforfurtherproductimprovement40Copyright©2003ACNielsenaVNUcompanyExploreOpportunityInBCDCity41Copyright©2003ACNielsenaVNUcomp

anyExploreOpportunityInBCDCitySummary⚫OpportunityexplorationinBCDmarket-HowismarkettrendandbrandcompetitioninBCDmarket?-Doweofferright

product(packsize/variant)andatcompetitiveprice-HowisdistributiongapversusAnerleandSofy42Copyright©2003

ACNielsenaVNUcompanyExploreOpportunityInBCDCityFindings⚫BCDmarketstandsforabout38%fortotalChinalinermarket,andyearlysalesandimpor

tancegrowing(Opportunity)⚫Smallpack(1~25pcs)standsfor60%marketvolumeimportanceinBCDmarket,andpopularbothmodernan

dtraditionalchannel;whilebiggerpack(>=40pcs)importancegrewslightly-Smallpackcrowdedwithalotofsmalllocalswithlowerpricedominated(Challenge)-InBigg

erpackgroup,SofyandCarefreestrongandleadingamong(Strength)-InNorth,smallpackhigherimportancethaninotherregions⚫Slimmarketrelativesmallandimporta

nceslightlydecline(Threat)⚫EastBCDmarketthemostimportantamongfollowedwithSouthBCDforliner⚫ModernChannelimportanceincrea

singinBCDaswell,whiletraditionalstorestandsforonethirdofthatmarketstill43Copyright©2003ACNielsenaVNUcompanyExploreOpportunityInBCDCityFindings⚫Aner

leleadinginBCDmarketandleadingsharemaintainstable-NoticeabledistributionadvantagecomparingCarefree,whichtracedtotraditionalstores-A

nerleleadingshareintraditionalstoreswhilenoadvantageinmodernchannel-20pcscontributedmostitsshareandout-standa

mongallplayers,distributionshouldbeoneofthekeyfacts-20pcspackalsocapturedhighin-storeperformance,???⚫CarefreeandSofyclosesha

recompetitioninBCD-BothCarefreeandSofyfocusinmodernchannelwhilefewperformanceintraditionalstores-BothC

arefreeandSofystrongplayon40pcsand2X40pcs,whichindicatinghighbrandloyalty-Sofybigpack(esp.2X40pcs)out

performedsamestoryasin4+A(Threat)44Copyright©2003ACNielsenaVNUcompanyExploreOpportunityInBCDCityThinking⚫Tocompetewit

hAnerle20pcs,weshouldunderstandthefollowingpointsbyfurtherexploration-HowisitsSOS-WhyconsumerpreferAnerle-Anytradeissue-……⚫AsChinamarket,Caref

reenoshareadvantagewithSofyinBCD-UltrathinrelativelessperformedthanSofy,samestoryasin4&A-Again,improvingUltrat

hinperformancewillbecriticalforustostrengthenourbrandshare-ForSlim⚫OtherthanAnerleandSofy,wearefacinganumberofsmalllocalbrandspriced

relativelowandinsmallpackform.-Doweanyplantocompetewithinthissizeablemarket45Copyright©2003ACNielsenaVNUcompanyKeyB

randShare&PriceInNat-BCDAnerleLeadingInBCDMarketAndShareMaintainStableVol%+/-%YARmb/PcsMATON03JJ03AS03ON03MATON03ANERLE13.40.212.711.813.70.22SOFY10.

50.513.88.69.40.18CAREFREE10.1-0.39.5118.90.19YIMUCAO4.42.34.54.85.20.19C&B4.9-2.75.14.54.20.16WHISPER3.412.83.22.90.23SOFT2.61.11.22.42.70.

17HAOS.S.2.3-0.12.82.11.90.15BEST2.1-0.41.81.41.80.12ANLE21.92.32.72.80.14O.BRAND13.92.215.916.815.70.1

3Vol%46Copyright©2003ACNielsenaVNUcompanyBCDChannelAndRegionVol.Mix,BCDModernChannelImportanceIncreased;EastBCDMost

ImportantFollowedWithSouth5856020406080100120MATON02MATON03WBCDNBCDEBCDSBCD56664031020406080100120MATON02MATON03BCDOtherBCDG/KBCDH/S/D47Copyrig

ht©2003ACNielsenaVNUcompanyKeyBrandVolumeShareByChannel,BCDAnerleLeadingInG/K,WhichProtectItsShareInBCDWhereWeAreWeakVol%+/-%YAVol%+/-%YAVol%+/-%YAAN

ERLE13.40.210.80.618.61.6SOFY10.50.514.8-22.10.6CAREFREE10.1-0.313.7-0.73.2-1.7YIMUCAO4.42.35.82.81.81C&B4.9-2.75.5-2.74-3.5WHISPER

3.414.50.70.90.5SOFT2.61.13.31.61.1-0.2HAOS.S.2.3-0.12.80.11.2-0.9BEST2.1-0.42.4-1.51.60.8ANLE21.91.71.62.42.2O.BRAN

D13.92.28.8223.95.7BCDG/KBCDH/S/DBCDCity48Copyright©2003ACNielsenaVNUcompanyKeyBrandDistributionByChannelDistribu

tionGapCapturedInG/K010203040506070809010/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003A

NERLECAREFREESOFYYIMUCAO024681012141610/11-200212/01-200302/03-200304/05-200306/07-200308/09-200310/11-2003ANERLECAREFREESOFYYIM

UCAO(WeightedDistribution)NationalGrocery/KioskNationalHyper/Super/Depart.49Copyright©2003ACNielsenaVNUcompanyKeyBrandVolumeSha

rebyRegion,BCDCarefreeRelativeStrongInSouthWhileBehindInOthersVol%+/-%YAVol%+/-%YAVol%+/-%YAVol%+/-%YAANERLE17.8-5.88.32.811.6-5

.831.7-1.1SOFY14.13.811.7-23.21.76.33.7CAREFREE18.50.59-1.35.7-1.35.3-0.4YIMUCAO1.61.56.442.40.42-1.1C&B0.

50.37.2-5.20.4-0.6WHISPER6.71.230.81.30.51.90.8SOFT3.71.61.80.95.82.51.3-0.3HAOS.S.3-3.12.10.53.20.11-0.1BEST0.103-0.92.920.4-0.4ANLE1.91.81.41.4

32.64.14O.BRAND10.10.713.22.926.35.610.91.5EBCDCityNBCDCityWBCDCitySBCDCity•InWest,traditionalchannelimportancerelativehigherthanothe

rregionswhichstandsfor50%ofthatmarket.6.23.850Copyright©2003ACNielsenaVNUcompanyCarefreevsSofyWeightedDistributionbyRegionDist

ributionCompetitiveVsSofy0102030405060SouthS1S2GDEastE1E2NorthN1N2WestW1W2CAREFREESOFYMarketImportance(VolumeBase)20.55.16.39.139.922.56.824.

78.27.614.97.4551Copyright©2003ACNielsenaVNUcompanyCarefreevsAnerleWeightedDistributionbyRegionWhileBehindAnerleInSouth&West20.55.16.39.139.922.

56.824.78.27.614.97.45010203040506070SouthS1S2GDEastE1E2NorthN1N2WestW1W2ANERLECAREFREEMarketImportance(VolumeBase)52Copyright©2003ACNielsenaVNUco

mpanyKeyBrandShareByPacksize,BCD-H/S/D20pcsPackDominatedAnerle’sSales,ViseVersaOnSofyandCarefree024681012141618MA

TON02MATON03MATON02MATON03MATON02MATON032X40pcs4X20pcs2X30pcs2X20pcs52pcs50pcs48pcs40pcs36pcs34pcs30pcs28pcs20pcs18pcs15pcs(VolumeS

hare)AnerleCarefreeSofy53Copyright©2003ACNielsenaVNUcompanyAnerleKeySKUSharebyChannel,BCDSmallPackDominateditsLineInAllChannel02468101214161

820MATON02MATON03MATON02MATON03MATON02MATON032X20PCS40PCS30PCS28PCS20PCS18PCS(VolumeShare)54Copyright©2003ACNielsenaVNU

companyLinerPacksizeImportancebyChannel<25pcsMostPopularInBCDandInModernChannelAsWell66.659.353.548.383.280.717.621.928.131.63.93020406

080100120MATON02MATON03MATON02MATON03MATON02MATON0380pcs40~60pcs26~39pcs1~25pcsBCDBCD-H/S/DBCD-G/K(VolumeShare)55Copyright©2003ACNielsenaVNUco

mpanyTopBrandShareByBig&SmallPack,BCD-H/S/DBrandCompetitionEnvironmentDifferent:LotsofLocalsCrowdedInSmallPack,andCarefreeBehi

ndAnerle;WhileCarefreeCompeteHeadWithSofyInBigpack(VolumeShare)MATON02MATON031~25pcsPack53.548.3O.BRAND6.57.3ANERLE8.27.8YIMUCAO2.53.3K

OTEXC&B3.52.9YAJIESHU0.72.3CAREFREE2.92.2YINFONG0.61.1HAOS.S.21.7WHISPER11.4AIVFEEL0.10.7MATON02MATON03>=40pcsPack39.440.1SOFY15.811.2CAREFREE11.310Y

IMUCAO0.52.3WHISPER2.22.9ANERLE0.81.9SOFT1.22.8KOTEXC&B0.71.7CARNATION1.41.5O.BRAND0.10.3ANLE0.10.856Copyright©2003ACNielsenaVNUcomp

anyLiner20pcsPackKeyBrandShare&Price,BCD-H/S/DCarefreePriceCompetitiveThanAnerleOn20pcs;WhiletheMajorityOfSmallPackDominatedBy

LocalsWhichPriceLow051015202530354022.22.62.62.62.82.8333.23.43.83.84.24.24.455.610CarefreeJBXYimucaoCarefre

eNBAnerleCarefreeBWhisper20pcsRmb/PckAccumulativevolumeShare•In1~25pcspack,20pcsaccount39%volumeshareoutof48.3%in

BCD-H/S/D57Copyright©2003ACNielsenaVNUcompanyAnerlevsCarefree20pcsShareByMarket20pcsShareGapWithAnerle’sAnerleCarefreeAnerleCa

refreeSouth10.13.20.240.25S112.94.50.230.26S211.41.20.240.25GD7.63.80.240.25East4.73.40.240.22E14.840.240.22E210.10.40.240.22North3

.52.50.240.25N13.62.10.250.25N25.91.90.240.23West7.21.70.240.22W161.20.260.22W210.61.30.230.21Rmb/PcsVolume

Share58Copyright©2003ACNielsenaVNUcompanyAnerlevsCarefree20pcsDistributionComparisonAnerle20pcsWiderPenetratedesp.InS/N/WJBXSCSuperB

UNSCSuperNBUNSCSouth381578S1201162S242157GD4525810East20161312E122191112E215North2815176N12911198N2162124West3

5181518W1271199W236172030CarefreeANERLEREGUNSCWeightedDistribution59Copyright©2003ACNielsenaVNUcompanyAnerlevsCarefree20p

csSIHComparison,Nat-H/S/DAnerleWinOnIn-storePerformanceAsWell,???VolumeSharePerDistribution00.511.522.533.544.5

5ANERLEREG20pcsUNSCCAREFREEJBX20pcsSCCAREFREEJBX20pcsUNSCCAREFREESUPERNB20pcsUNSCCAREFREESUPERB20pcsSC60Copyright©2003ACNielsenaVNUco

mpanyCarefreevsSofy40pcs/2X40pcsShare,BCD-H/S/DSofyOutperformedBigpackSuggestingHigherConsumerLoyalty•40pcsmostpopularinbi

gpackwhichaccount27.9%outof40%,and80pcspackstandsfor7.9%MATON02MATON03MATON02MATON03Carefree40pcs7.85.8Sofy40pcs7.76.740p

csJIBENXINSC1.21.540pcsREGSC2.52.640pcsJIBENXINUNSC1.11.440pcsREGUNSC2.32.740pcsSUPERBSC0.80.440pcsROUMIANUNSC1.20.840p

csSUPERBUNSC0.70.440pcsTOUQIUNSC1.80.640pcsSUPERNBSC1.81.240pcsSUPERNBUNSC1.40.8Carefree2X40pcs3.02.0Sofy2X40pcs7.64.52X40pcsSUPER

NBSC1.412X40pcsREGSC3.42.22X40pcsSUPERNBUNSC1.60.92X40pcsREGUNSC4.22.3VolumeShare61Copyright©2003ACNielsenaVNUcompanyCarefreevsS

ofy40pcs/2X40pcsSKUSIHComparison,Nat-H/S/DBigGapBetweenCarefreeSuperNBandSofyReg.;WhileJBXPerformedBetterVolumeSharePerDistribution02468101240pc

sJIBENXINSC40pcsJIBENXINUNSC40pcsSUPERNBSC40pcsSUPERNBUNSC40pcsREGSC40pcsREGUNSC2X40pcsSUPERNBSC2X40pcsSUPER

NBUNSC2X40pcsREGSC2X40pcsREGUNSCCarefreeSofyCarefreeSofy40pcs2X40pcs62Copyright©2003ACNielsenaVNUcompanyLine,SlimvsU

TMarketImportanceByCity‘Slim’MarketSizeSmallandLittleImprovementYearlyVolumeShare12.611.616.817.111.210.7117.912

.916.8MATON02MATON03MATON02MATON03MATON02MATON03MATON02MATON03MATON02MATON03UltrathinSlim(5brands)NAT.KeyCityACityBCDCityTown64Copyrigh

t©2003ACNielsenaVNUcompanyPacksizeImportanceRegionInBCDInNorth,SmallPackHighestImportancevsOtherRegions56.649.765

.358.783.980.862.156.629.832.418.822.56.98.610.315.3MATON02MATON03MATON02MATON03MATON02MATON03MATON02MATON0380pcs40~60pcs26~3

9pcs1~25pcsSBCDEBCD(VolumeShare)NBCDWBCD•Anerle28pcsmuchactiveinWestwhichdrove26~39pcssegment65Copyright©2003ACNielsenaVNUcompanySofyGreenTeaPerfor

manceMonitor66Copyright©2003ACNielsenaVNUcompanyNewLaunchSales/Share/DistributionComparison,Nat-H/SGreenTeaLaunchWithSinglePack;ConsumerOf

fTakeIsNotBad01,0002,0003,0004,0005,00030pcsSCDRAPABLE30pcsUNSCDRAPABLE20pcsSCSUPERBREATH40pcsSCSUPERBREATH2

0pcsUNSCSUPERBREATH40pcsUNSCSUPERBREATH20pcsSCCOTTONSOFT40pcsSCCOTTONSOFT20pcsUNSCCOTTONSOFT40pcsUNSCCOTTONSOFT18pcsSCFRESH28

pcsSCFRESH18pcsUNSCFRESH28pcsUNSCFRESH34pcsUNSCGREENTEA050100150VolumeSales(000pcs)VolumeSales(000Unit)00.51VolumeShare0

204060WeightedDist.•FirstlaunchperiodforDapable-FM03,SuperBreathable-AS01,WhisperCot.Soft-DJ02,SofyFresh-AS02,GreenTea

-ON0367Copyright©2003ACNielsenaVNUcompanyGreenTeaShare&Distribution&PricebyCity-ON03GreenTeaShareGainedFastInBJ/CD050010001500200025

00300035004000GreenTeaGZSHBJCDACityBCDCityVolumeSales(000pcs)VolumeShareWeightedDistributionRmb/PcsRmb/PckNational0.3180.196.3GZ0.2300.217SH0.66

70.217.3BJ1.1300.154.9CD1580.217.3NatA0.3200.227.368Copyright©2003ACNielsenaVNUcompany