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Copyright 2002 ACNielsen
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AgendaAgenda 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
Copyright 2002 ACNielsen
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Skin Moisturizer Sales Trend, NationalSkin Moisturizer Sales Trend, NationalMarket Growth Accelerated; Value Also Outgrew Market Growth Accelerated; Value Also Outgrew
VolumeVolume
0
2,000
4,000
6,000
8,000
10,000
12,000
JF01
MA01
MJ01
JA01
SO01
ND01
JF02
MA02
MJ02
JA02
SO02
ND02
JF03
0
200
400
600
800
1,000
1,200
1,400
1,600
Volume Sales(000Ton) Value Sales (000Rmb)
Total Skin Moisturizer
6% 9%4 Months Growth vs YA
2% 3%
Volume Value
MAT Growth vs YA
Copyright 2002 ACNielsen
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Product Segment Sales & Growth, Nat.Product Segment Sales & Growth, Nat.Growth of All Segments Accelerated; Facial Obtained Growth of All Segments Accelerated; Facial Obtained
Positive Value Growth While Body DeflatedPositive Value Growth While Body Deflated
1,7411,885 2,085
13,626 14,094
1,452
4Months to JF02 4Months to JF03
Eye Hand Body Facial
230 247
2,245 2,423
10096119 149
4Months to JF02 4Months to JF03
Eye Hand Body Facial
Volume Sales(Ton) Value Sales(Mil.Rmb)
6% 9%
3% 8%
11% 7%
20% 26%
4 Months Growth vs YA2%
0%
6%
14%
3%
2%
5%
17%
•Number in green is of the annual growth MAT JF03 vs MAT JF02
Copyright 2002 ACNielsen
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XX XX BodyBody Volume Sales Trend by Variant Volume Sales Trend by VariantMilk Did Help XX to Gain Sales In Passing Winter SeaMilk Did Help XX to Gain Sales In Passing Winter Sea
son vs YAson vs YA
0
50
100
150
200
250
JF 01 MA 01 MJ 01 JA 01 SO 01 ND 01 JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
OIL UV OTHERS
REG LOTION UC LOTION MILK LOTION
Volume Sales-Ton, (National)
Copyright 2002 ACNielsen
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BodyBody Top 10 Brands Volume Share & Chg Top 10 Brands Volume Share & ChgSlower Growth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost Share in
Passing Winter PeriodPassing Winter PeriodNational, Body Base
XX 20.0 19.7 -0.3 20.7 19.2 19.7 20.3 1.1
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
SOFTSENSE 1.8 2 0.2 2.2 1.4 2.2 1.8 0.4
National, Body Base 4M toJF02
4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg
•Mininurse White+UV contributed growth this season.
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
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
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
Copyright 2002 ACNielsen
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BodyBody Top 10 Brands Value Share & Chg Top 10 Brands Value Share & Chg Slower Growth Rate Cost Us Slightly Lost Share in Slower Growth Rate Cost Us Slightly Lost Share in
Passing Winter PeriodPassing Winter PeriodNational, Body Base 4M to
JF024M 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
SOFTSENSE 1.9 2.3 0.4 2.2 1.5 2.4 2.2 0.7
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
CATHY 1.1 1.6 0.5 1.5 0.6 2.2 1 0.4
O.BRAND 31.4 34.6 3.2 32.9 29.9 34.5 34.5 4.6
•Sakula promotion product help share gain.
Copyright 2002 ACNielsen
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BodyBody Sales Growth By Platform Sales Growth By Platform Deflation in Body Mainly Traced to Basic Body Lotion; Deflation in Body Mainly Traced to Basic Body Lotion;
Overall Lotion Still Captured Positive Growth while Overall Lotion Still Captured Positive Growth while Cream DeclinedCream Declined
Volume Share(Body Base)
TTL BODY 100 11
CREAM 35.2 -4
LOTION 51.3 26
Basic 43.5 25
Pure White 0.5 -56
Pure UV 4.2 54
UV+White 3.1 80
OIL 13.5 4
4M to JF03Growth vs YA
•Number in red is of XX product growth respectively.
(National)
100 7
35.9 -4
55.0 17
40.3 14
0.4 -59
8.8 21
5.5 66
8.8 3
Value Share(Body Base)
4M to JF03Growth vs YA
Copyright 2002 ACNielsen
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Body Basic LotionBody Basic Lotion Key Competitors Gro Key Competitors Growth, Nationalwth, National
But Our Growth Rate Still Behind Nivea/Softsense anBut Our Growth Rate Still Behind Nivea/Softsense and Total Segmentd Total Segment
24.5
9.2
11.6
32.5
18.9
-15.3
TTL BodyLotion Basic
KeyCompetitorsCombined
JB
NIVEA
SOFTSENSE
VASELINE
Volume Base
13.5
4.1
7.2
25.4
22.2
-20.8
TTL BodyLotion Basic
KeyCompetitorsCombined
JB
NIVEA
SOFTSENSE
VASELINE
Value Base
4Months to JF03 vs YA
Copyright 2002 ACNielsen
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Body Lotion Basic,Body Lotion Basic, Key Brand Volume Share Key Brand Volume ShareOur Share Lost Mainly Traced to Basic Lotion WhereOur Share Lost Mainly Traced to Basic Lotion Where YYuMeiJing and Small Brands Gained Share NoticeablyuMeiJing and Small Brands Gained Share NoticeablyNational, Body Lotion Basic Base
4M toJF02
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
VASELINE 11.3 7.7 -3.6 11.9 10.7 8.3 7 -3.7NIVEA 5.9 6.2 0.3 5.5 6.3 6.6 5.8 -0.5
SOFTSENSE 4.6 4.4 -0.2 5.4 3.7 4.6 4.1 0.4
YU MEI JING 6.1 15.6 9.5 5.6 6.7 17.9 12.8 6.1
BAI QUE LING 4.3 4.7 0.4 3.5 5.2 5.2 4.2 -1
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 -0.4GONG 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.
Copyright 2002 ACNielsen
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Body Lotion Basic,Body Lotion Basic, Key Brand Value Share Key Brand Value ShareXX Regained Some Share in JF03,XX Regained Some Share in JF03,
Compared with JF02Compared with JF02
YU MEI JING 3.1 8 4.9 2.8 3.3 9.2 6.7 3.4
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
O.BRAND 11.8 14.5 2.7 11.3 12.5 14.1 14.6 2.1
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
SOFTSENSE 4.9 5.2 0.3 5.6 4 5.5 4.9 0.9
National, Body Lotion Basic Base4M toJF02
4M to JF03 Chg ND 01 JF 02 ND 02 JF 03 Chg
Copyright 2002 ACNielsen
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Y.M.J. Y.M.J. Body Lotion BasicBody Lotion Basic SKU Share SKU Share220ml Largely Contributed to Its Share; Distribution 220ml Largely Contributed to Its Share; Distribution
Slightly IncreasedSlightly Increased
4.9 4.97.5
5.93.7 4.2 5.2
8.211.3
4.2
8.8
14.2
9.91 1.2
1.20.8
0.9 1.31.5
3.4
3.6
4.2
4.2
3.8
2.9
0
2
4
6
8
10
12
14
16
18
20
JF 01 MA 01 MJ 01 JA 01 SO 01 ND 01 JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
220ml(浴后乳液) 108ml(鲜奶乳液) 110ml
Body Lotion Basic Base
108ml 6 7 8 9 7 8 8 7 11 11 12 11 9220ml 7 8 8 10 7 8 7 8 9 10 10 9 8
Weighted Distribution
(Rmb10.6/p)
(Rmb10.3/p)
Copyright 2002 ACNielsen
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Y.M.J. Y.M.J. Body Lotion BasicBody Lotion Basic Share & Share & Distribution By MarketDistribution By Market
Yu Mei Jing Mainly Focus In Hebei / Shangxi / ShangdonYu Mei Jing Mainly Focus In Hebei / Shangxi / Shangdongg
4M to JF02 4M to JF03 JF 02 JF 03
National YMJ 6.1 15.6108ml 1.4 3.4 8 9220ml 4.7 12.2 7 8
N2 YMJ 26.3 62.8108ml 6 13.6 12 16220ml 19.7 49.2 9 12
N A City YMJ 33.2 62.2108ml 6.9 12.3 23 30220ml 25.5 49.9 26 30
Volume Share Weighted Distribution
Copyright 2002 ACNielsen
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Body Basic LotionBody Basic Lotion, Sales Mix & Growth By City, Sales Mix & Growth By CityQuick Development of Body Basic Lotion Traced to Quick Development of Body Basic Lotion Traced to
Key & A CitiesKey & A Cities
196
192 293
283
380
206
4M to JF02 4M to JF03
Town BCD Cities A Citeis 4 Cities
22634 29216
3652145142
32203331
25317 22051
4Months to JF02 4Months to JF03
Town BCD Cities A Citeis 4 Cities
Volume Sales(Ton) Value Sales(000Rmb)
24% 13%
34% 24%
52% 29%
-5% -13%
•Number in green is of the annual growth MAT JF03 vs MAT JF02
Copyright 2002 ACNielsen
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Body Basic LotionBody Basic Lotion, Key Brands Share by City, Key Brands Share by CityWe Lost Share to Bai Que Ling & Small Brands in KeWe Lost Share to Bai Que Ling & Small Brands in Ke
y Cities and Yu Mei Jing in A Citiesy Cities and Yu Mei Jing in A Cities
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 1.3XILI 1.9 -0.2 0.7 -0.1 0.3 0 6 0.8GONG DENG 1.9 -1.5 0 0 0.3 -0.3 1.3 -2XIAN ZI 1.5 -1.1 0.1 -0.1 0.3 -0.4 5.1 -0.6O.BRAND 18.8 1.7 19.4 10.9 14.1 -8.6 24.7 1.7
4Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAXX 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 -6.7NIVEA 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
A City BCD City4 CityNationalVolume Base Body Lotion Basic Base
Copyright 2002 ACNielsen
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Body Basic Lotion, Key Brands Share by CityBody Basic Lotion, Key Brands Share by CityOur Share Gains in BCD Cities Helped Us to Narrow Overall Our Share Gains in BCD Cities Helped Us to Narrow Overall
Share LostShare Lost
Value Base Body Lotion Basic Base
YU MEI JING 8 5 2.1 -0.2 21.5 14.1 3.2 2.6
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
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
SOFTSENSE 5.2 0.4 10.5 -0.9 0.9 0.7 0.9 0.6
4Months to JF03 chg YA JF02 chg YA JF02 chg YA JF02 chg YAA City BCD City4 CityNational
Copyright 2002 ACNielsen
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SummarySummary 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
Copyright 2002 ACNielsen
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Summary - BodySummary - Body With Body, Lotion still obtained outstanding gr
owth 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
Copyright 2002 ACNielsen
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Summary - BodySummary - Body But we still slightly lost share in Body market i
n 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
Copyright 2002 ACNielsen
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Summary - BodySummary - 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
Copyright 2002 ACNielsen
XX Milk Sales XX Milk Sales Development In Development In
4&A Cities4&A Cities
Copyright 2002 ACNielsen
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Milk Sales Contribution To XX By CityMilk Sales Contribution To XX By CityMilk Helped XX to Increase Sales In A City; but Not Milk Helped XX to Increase Sales In A City; but Not
In SH/BJIn SH/BJVolume(TON)
Value(000rmb)
0
20
40
60
80
100
120
JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF034 Months to
0
4,000
8,000
12,000
16,000
JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF034 Months to
UC Lotion
Reg.Lotion
Milk LotionGZ SH BJ CD A CITY
Copyright 2002 ACNielsen
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Milk Share Contribution To XX Basic LotionMilk Share Contribution To XX Basic LotionStagnant in Sales in SH & BJ and Lagged Behind Stagnant in Sales in SH & BJ and Lagged Behind
Growth in A Cities Caused Us Losing ShareGrowth in A Cities Caused Us Losing ShareVolume Share
Value Share
0
10
20
30
40
50
60
JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03
UC Lotion
Reg.Lotion
Milk Lotion
Share Base, Body Lotion Basic
GZ SH BJ CD A CITY
0
10
20
30
40
50
60
70
JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03
4 Months to
4 Months to
Copyright 2002 ACNielsen
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SH-H/S, XX Lotion Variant SKU ShareSH-H/S, XX Lotion Variant SKU ShareMilk 200ml Gained Share Rapidly While Reg/UC 20Milk 200ml Gained Share Rapidly While Reg/UC 20
0ml Declined0ml Declined
Value Share(Body Lotion Basic Base)
4M to JF02
4M toJF03
Chg YA ND01 JF02 ND02 JF03 Chg YA
XX Basic Lotion 32.5 28 -4.5 30.8 34.7 24.7 31.9 -2.8MILK 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 -4.1100ml 3.3 2.5 -0.8 3.1 3.4 2.6 2.4 -1200ml 6.8 2.9 -3.9 7.1 6.5 3 2.8 -3.7300ml 1.2 1.2 1.8 0.6 0.6UC LOTION 22.4 15.6 -6.8 20.5 24.8 14.2 17.2 -7.6100ml 5.8 6.3 0.5 6.2 5.4 6.3 6.3 0.9200ml 16.6 9.3 -7.3 14.3 19.5 7.9 11 -8.5
Copyright 2002 ACNielsen
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SH-H/S, XX Lotion SKU Dist. & SPPDSH-H/S, XX Lotion SKU Dist. & SPPD Milk-200ml Gained Distribution With Good In-store Milk-200ml Gained Distribution With Good In-store
Performance; UC 200ml Maintained Overall Performance; UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPD
ND01 JF02 ND02 JF03 JF02 JF03
MILK 200ml 60 70 13.6
REG LOTION 87 87 86 76
100ml 74 72 84 75 3.4
200ml 87 85 61 54 5.6
300ml 27 22 3.1
UC LOTION 88 86 89 86
100ml 65 63 80 75 8.9
200ml 87 85 87 86 13.6
Weighted Distribution S.P.P.D(000RMB)
10.44.3
6.9
26.3
7.8
20.8
8.2
21.4
(11)
(11)
•Number in brackets are of weighted O.O.S distribution.
Copyright 2002 ACNielsen
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SH-H/S, Body Key Brand Share & PriceSH-H/S, Body Key Brand Share & PriceLow Price Product Gained Share; Nivea Gained Share Low Price Product Gained Share; Nivea Gained Share
SlightlySlightly
Rmb/Kg
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 -11.7XX 32.5 28 -4.5 34 26.8 -7.2 126 130VASELINE 31 27.7 -3.4 26 21.7 -4.3 157 158SOFTSENSE 18.2 18.7 0.5 19.1 18.1 -1.1 125 128NIVEA 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
O.BRAND 0.5 5.6 5.1 0.4 7.7 7.3 173 91
Value Share Volume Share
In O.brands, key brand are of 露华浓 雅佳美 润肤露 450ml priced RMB37/pck(82rmb/kg), and
Body Lotion Basic Base
(200ML)
Copyright 2002 ACNielsen
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SH-H/S, Key Brands SKU Value ShareSH-H/S, Key Brands SKU Value ShareNivea Fresh & Intensive Milk Both Contributed to Nivea Fresh & Intensive Milk Both Contributed to
Its Share GainsIts Share Gains
3.7
8.1
14.5
10.6
4M to JF02 4M to JF03
SOFTSENSE 200ml
SOFTSENSE 110ml
5.24
4.8
4.95.5
11.11
4M to JF02 4M to JF03
ENRICHED MILK 125ml FIRMING 200ml
FRESH 125ml FRESH 200ml
INTENSIVE MILK 125ml INTENSIVE MILK 200ml
Body Lotion Basic Base
9.8 8.4
2118.4
-137
11151923273135
4M to JF02 4M to JF03
Vaseline 200ml
Vaseline 100ml
Softsense Nivea Vaseline
Copyright 2002 ACNielsen
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Key Brands SKU Comparison, SH-H/SKey Brands SKU Comparison, SH-H/SSS-110ml/Nivea Fresh-200ml Dist. & SPPD GainedSS-110ml/Nivea Fresh-200ml Dist. & SPPD Gained
JF 02 JF 03 JF 02 JF 03 JF 02 JF 03MILK 200ml 70 13.6 26.3XX REGULAR 100ml 72 75 4.3 3.4 14.6 14.2XX REGULAR 200ml 85 54 6.9 5.6 21.5 22.1XX REGULAR 300ml 22 3.1 31.4XX UC 100ml 63 75 7.8 8.9 16.3 16.5XX UC 200ml 85 86 20.8 13.6 24.1 23.4
SOFTSENSE 110ml 52 73 5.9 13.3 15.7 16.1SOFTSENSE 200ml 83 75 12.6 12.2 23.9 23.3
FIRMING 200ml 64 62 7.9 7.2 47.9 33.6FRESH 125ml 34 44 3.4 2.7 22.9 22.1FRESH 200ml 52 62 2.4 7.2 30.2 27.3INTENSIVE MILK 125ml 55 42 2.9 2.1 18.5 22INTENSIVE MILK 200ml 52 61 11.2 10.4 23.8 27.4
Vaseline 100ml 63 64 19.7 12.9 18.8 19.1Vaseline 200ml 51 62 28.1 26.4 29.1 29.6
WeightedDistribution
S.P.P.D(000RMB) RMB/Pck
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BJ-H/S, XX Lotion Variant SKU ShareBJ-H/S, XX Lotion Variant SKU Share
Value Share(Body Lotion Basic Base)
4M to JF02
4M toJF03
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 -2.6100ml 4.9 4.1 -0.8 5.2 4.6 4.3 3.8 -0.8200ml 6.9 5.3 -1.6 7.6 6.1 6.2 4.2 -1.9300ml 0.2 0.7 0.5 0.2 0.3 0.7 0.6 0.3UC LOTION 24.8 14.9 -9.9 26.3 23.3 15.2 14.6 -8.7100ml 9.1 5.4 -3.7 10.5 7.7 4.3 6.8 -0.9200ml 15.7 9.5 -6.2 15.7 15.6 10.9 7.8 -7.8
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BJ-H/S, XX Lotion SKU Dist. & SPPDBJ-H/S, XX Lotion SKU Dist. & SPPD Milk-200ml Gained Distribution With Good In-store Milk-200ml Gained Distribution With Good In-store
Performance; UC 200ml Maintained Overall Performance; UC 200ml Maintained Overall Distribution but Declined in SPPDDistribution but Declined in SPPD
ND01 JF02 ND02 JF03 JF02 JF03
Weighted Distribution S.P.P.D(000RMB)
MILK 200ml 36 55 6.2
REG LOTION 84 93 86 84 5.1 4.3100ml 67 76 82 78 2.5 2.1
200ml 70 66 72 66 3.9 2.7300ml 13 13 22 13 0.9 1.9
UC LOTION 83 82 81 78 11.8 7.8100ml 82 80 76 75 4 3.8
200ml 71 67 73 67 9.7 4.9
Copyright 2002 ACNielsen
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BJ-H/S, Body Key Brand Share & PriceBJ-H/S, Body Key Brand Share & PriceXX Lose Most Share to Other Low Price ProductsXX Lose Most Share to Other Low Price Products
Rmb/Kg
4Months to JF 02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 03
Value Share Volume ShareBody Lotion Basic Base
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
Copyright 2002 ACNielsen
32
BJ-H/S, Key Brands SKU Value ShareBJ-H/S, Key Brands SKU Value Share
1.91.1
2.3
0.5
2.9
4M to JF02 4M to JF03
FA 400ml-PUMP
FA 250ml
FA 100ml
1.1
10.4
6.2
5
8.5
2
2.9
1.21.3
1.3
4M to JF02 4M to JF03
ENRICHED 200ml ENRICHED 125ml
FIRMING LOTION 200ml FRESH 125ml
FRESH 200ml INTENSIVE MILK 125ml
INTENSIVE MILK 200ml
Body Lotion Basic Base
7.9 6.8
6.9 8
4M to JF02 4M to JF03
Vaseline 200mlVaseline 100ml
FA Nivea Vaseline
Copyright 2002 ACNielsen
33
Key Brands SKU Comparison, BJ-H/SKey Brands SKU Comparison, BJ-H/S
JF 02 JF 03 JF 02 JF 03 JF 02 JF 03
WeightedDistribution
S.P.P.D(000RMB) RMB/Pck
MILK 200ml 55 6.2 29.1REGULAR 100ml 76 78 2.5 2.1 15.3 15.5REGULAR 200ml 66 66 3.9 2.7 23.1 22.4REGULAR 300ml 13 13 0.9 1.9 34.7 31.9ULTRA CARE 100ml 80 75 4 3.8 17.9 17.1ULTRA CARE 200ml 67 67 9.7 4.9 26.8 26.1
FA 100ml 47 26 1.8 1.5 15.1 10.9FA 250ml 33 1 1.4 18 27.2 26.8FA 400ml-PUMP 19 5.7 38.2
FIRMING LOTION 200ml 33 44 14.9 6.5 53.1 50.6FRESH 125ml 4 12 1.4 1.7 24.4 24.4FRESH 200ml 32 37 2.2 3 32.1 28.8INTENSIVE MILK 125ml 21 30 2.8 1.7 20.2 25INTENSIVE MILK 200ml 33 45 6 6.7 26 29.2
VASELINE 100ml 54 44 7.1 6.1 21.4 21.2VASELINE 200ml 37 32 8.6 6.7 32.3 29.8
Nivea
(95Rmb/kg)
Copyright 2002 ACNielsen
34
A-H/S, XX Lotion Variant SKU ShareA-H/S, XX Lotion Variant SKU Share
Value Share(Body Lotion Basic Base)
4M to JF02
4M toJF03
Chg YA ND01 JF02 ND02 JF03 Chg YA
XX 60.1 49.8 -10.3 61.6 58.1 48.6 51.9 -6.2MILK 200ml 5 5 3.1 8 8REG LOTION 27.8 18.1 -9.7 26.2 29.7 18.2 18 -11.750ml 1.6 0.6 -1 1.7 1.4 0.5 0.7 -0.7100ml 11.2 7.5 -3.7 11.6 10.8 7.4 7.6 -3.2200ml 14.7 9 -5.7 12.5 17.5 9.3 8.6 -8.9300ml 0 1.1 1.1 0 0 1.1 1.2 1.2ULTRA CARE 32.3 26.7 -5.6 35.4 28.4 27.3 25.9 -2.5100ml 22 16.5 -5.5 27.8 14.8 15.9 17.3 2.5200ml 10.3 10.3 7.6 13.6 11.4 8.60 -5.0
Copyright 2002 ACNielsen
35
A-H/S, XX Lotion SKU Distribution&SPPDA-H/S, XX Lotion SKU Distribution&SPPDKey SKU Distribution Maintain; Milk-200ml Better In-Key SKU Distribution Maintain; Milk-200ml Better In-
Store Performance Than XX Other SKUsStore Performance Than XX Other SKUs
ND01 JF02 ND02 JF03 JF02 JF03
Weighted Distribution S.P.P.D(000RMB)
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
200ml 31 26 31 29 39.6 29.2
Copyright 2002 ACNielsen
36
A-H/S, Body Key Brand Share & PriceA-H/S, Body Key Brand Share & PriceOther Than N A, Nivea Gained Share While XX DeclineOther Than N A, Nivea Gained Share While XX Decline
Body Lotion Basic Base
Value Share
55.3 48.164.6 56.3 56.1 54.9 46.5 43.7
53.640.9
21.5 1941 15.9
28.77.4 47.72.9
6.8 9.77.2
7.9
JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03 JF02 JF03
JB YU MEI JING NIVEA VASELINE PEARS O.BRANDS
4 Months to
A CITY S A E A N A W A
•In W A, firming lotion contributed most of share gain.
Copyright 2002 ACNielsen
37
Nivea Body Lotion SKU Share & Distribution & Nivea Body Lotion SKU Share & Distribution & Price In A-H/SPrice In A-H/S
Distribution Push More On 200ml and Gained ShareDistribution Push More On 200ml and Gained ShareBody Lotion Basic Base
Value Share
1.31.3
1.52.4
0.40.2
0.90.20.3 0.2
0
3
6
4M to JF02 4M to JF03
INTENSIVEMILK 200ml
INTENSIVEMILK 125mlFRESH 200ml
FRESH 125ml
FIRMINGLOTION 200ml
ENRICHED125mlENRICHED200ml
Weighted Distribution
Rmb/Pck
JF 02 JF 03
JF 02 JF 03
INTENSIVE MILK 200ml 9 10
26 31
INTENSIVE MILK 125ml 3 2
21 25
FRESH 200ml 5 12
34 30
FRESH 125ml 5 4
27 24
FIRMING LOTION 200ml 5 11
50 48
INTENSIVE MILK 200mlINTENSIVE MILK 125mlFRESH 200mlFRESH 125mlFIRMING LOTION 200ml
Copyright 2002 ACNielsen
38
XX Milk Distribution In 4&A CitiesXX Milk Distribution In 4&A CitiesMilk Have Rooms to Improved Distribution In Milk Have Rooms to Improved Distribution In
A CityA CityWeighted Distribution
0102030405060708090
100
GZ-H/S SH-H/S BJ-H/S CD-H/S/D
A-H/S S A E A N A W A
Milk 200ml UC Lotion 200ml REG Lotion 200ml
Copyright 2002 ACNielsen
39
SummarySummary 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
Copyright 2002 ACNielsen
41
BB&Kids Cream Sales & Growth, Nat.BB&Kids Cream Sales & Growth, Nat.4&A Cities Still Captured Positive Value Sales Growth4&A Cities Still Captured Positive Value Sales Growth
410
865 826
941 836
162164
383
4Months to JF02 4Months to JF03
4 City A City BCD City Town
Volume Sales(Ton) Value Sales(Mil.Rmb)
-5% +3%
53
8584
76 69
231941
4Months to JF02 4Months to JF03
4 City A City BCD City Town
Size Growth vs YA
-11 -10
-5 0
7 27
-1 21
Copyright 2002 ACNielsen
42
BB&Kids Cream Key Brand Share, Nat.BB&Kids Cream Key Brand Share, Nat.XX Cream Successfully Gained Share NationallyXX Cream Successfully Gained Share Nationally
4M toJF02
4M toJF03 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 -3HAI ER MIAN 15.7 13.9 -1.8 17.6 13.6 13.8 14.1 0.5XX 6.8 12.7 5.9 6.2 7.4 12.7 12.6 5.2CHUN JUAN 11 8 -3 10.7 11.4 8 8.1 -3.3AN AN 6.3 4 -2.3 5.8 6.9 4 4 -2.9SAKULA 3.4 3.4 0 3.4 3.3 3.8 3 -0.3LONG LI QI 0.6 2.7 2.1 0.2 1 2.8 2.7 1.7BAOBEI 2 1.2 -0.8 1.8 2.3 1.2 1.1 -1.2XIAO DING DANG 0.2 1 0.8 0.2 0.2 0.9 1.1 0.9BALLET 0.8 0.5 -0.3 0.8 0.7 0.5 0.5 -0.2
Value Share(BB&Kids Cream Base)
Copyright 2002 ACNielsen
43
BB&Kids Cream Key Brand Share by CityBB&Kids Cream Key Brand Share by CityXX Gained Share Significantly In 4&A and Catching XX Gained Share Significantly In 4&A and Catching
Up with H.E.M In BCD As WellUp with H.E.M In BCD As Well
4 City A City BCD City Town4Months 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
Value Share(BB&Kids Cream Base)
Copyright 2002 ACNielsen
44
XX SKU Value Share Trend, NationalXX SKU Value Share Trend, NationalIC Largely Helped Share GainsIC Largely Helped Share Gains
2.5 3.30.3
1.72.3
1.3 2.7 3.2 3.7 3.22.9
3.83.5
3 3.5 2.8
4.6
3.24.4
4.2 3.8
5.14
4.8
4.6 3.4
0.70
2
4
6
8
10
12
14
JF 01 MA 01 MJ 01 JA 01 SO 01 ND 01 JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
IC 25g IC 60g Reg.60g UC 25g UC 60g
Value Share(BB&Kids Cream Base)
Copyright 2002 ACNielsen
45
XX Weighted Distribution by SKU, Nat.XX Weighted Distribution by SKU, Nat.
3128 28 29 30
39 39
6
19
4
15 16
21
0
5
10
15
20
25
30
35
40
45
JF 02 MA 02 MJ 02 JA 02 SO 02 ND 02 JF 03
JB Cream IC 25g IC 60g UC 25g UC 60g
Weighted Distribution
Copyright 2002 ACNielsen
46
BB&Kids Cream Key SKU Ranking, JF03BB&Kids Cream Key SKU Ranking, JF03Took The Advantage Of IC25g to Further Wide XX Took The Advantage Of IC25g to Further Wide XX
Penetration Both In Depth and WidthPenetration Both In Depth and Width
ValueShare
VALS.P.P.D
WTDWeighted
DistributionNumeric
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
National City-H/S(BB&Kids Cream Base)
•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.
Copyright 2002 ACNielsen
47
BB&Kids Cream Key Brand Share by ChannelBB&Kids Cream Key Brand Share by ChannelXX Weak In Traditional StoreXX Weak In Traditional Store
51.7 58.8
13.811.2
34.5 30
4M to JF02 4M to JF03
H/S/D G/K Misc.Stores
Value Base
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
Traditional StoreH/S/DeptNationalValue Share(BB&Kids Cream Base)
Copyright 2002 ACNielsen
48
Y.M.J & Chunjuan & H.E.M Share by PackY.M.J & Chunjuan & H.E.M Share by Package In Channelage In Channel
02
468
10
121416
1820
JF02
JF03
JF02
JF03
JF02
JF03
BAG BOTTLE TUBE
0
5
10
15
20
25
JF02
JF03
JF02
JF03
JF02
JF03
BAG BOTTLE
Chunjuan Y M J
0
5
10
15
20
25
JF02
JF03
JF02
JF03
JF02
JF03
BAG BOTTLE
H.E.MValue Share(BB&Kids Cream Base)
79% 57%25%
Bag contribution in traditional store by brand
Copyright 2002 ACNielsen
49
SummarySummary XX Cream sales increasing fast, IC 25g launch
accelerated growth in this peak season. XX gained share significantly in 4&A and catch
ing up with H.E.M in BCD as well IC 25g consumer off-take well performed overa
ll 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
Copyright 2002 ACNielsen
51
Bag Sales Importance to Skin MoisturizingBag Sales Importance to Skin MoisturizingBag Better Accepted In West/Town & In Traditional Bag Better Accepted In West/Town & In Traditional
TradeTrade
68.679.2
15.3
16.1 16.54.2
Volume Base Value Base
BOTTLE BAG Others
(National-MAT JF03)
(-10%)(-11%)
•Number in brackets is bag’s annual growth rate.
ValueShare
VolumeShare Rmb/Kg
National 4.8 17.5 49
Modern Trade 2.8 11.3 54
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
Copyright 2002 ACNielsen
52
Bag Sales Mix By Market, NationalBag Sales Mix By Market, National
37 33.8
63 66.2
Volume Base Value Base
Modern Trade Traditional Trade
6.6 6.3
29
30.6 31.7
33.8 31.4
30.6
Volume Base Value Base
South East North West
5.5 4.918.7
34.8 34.4
41 43.8
16.9
Volume Base Value Base
4 City A City
BCD City Town
(National-MAT JF03)
Copyright 2002 ACNielsen
53
Skin Moisturizer Bag Packsize ImportanceSkin 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
Value Share
43.5
38.6
5.9
5.4
2.6
0.9
0.8
0.5
Volume Share
41.5
35
3.7
10.8
2.2
2.3
0.9
1.1 22.8
Copyright 2002 ACNielsen
54
Bag Key 10 Brands Share, NationalBag Key 10 Brands Share, NationalBag Dominated by Local Brands with Very-low Bag Dominated by Local Brands with Very-low
PricePrice 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
(National-MAT JF03) , Bag Moisture Base
Copyright 2002 ACNielsen
55
Bag Key Brands Value Share by MarketBag Key Brands Value Share by MarketMany Local Brands Are RegionalizedMany Local Brands Are Regionalized
National South East North West 4 City A CityBCD CityTown
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
(National-MAT JF03) , Bag Moisture Base
Copyright 2002 ACNielsen
56
Y.M.J Bag Sales Contribution By MarketY.M.J Bag Sales Contribution By Market
50% 45% 31%58% 76%
30%78%
Na
tion
al
4 C
ity
A C
ity
BC
D C
ity
To
wn
Mo
de
rnT
rad
e
Tra
diti
on
al
Tra
de
Bottle Bag Others
Value Importance-MAT JF03
•25G bag priced Rmb1.4/pck leading it distribution and share
Copyright 2002 ACNielsen
57
L.L.Q Bag Sales Contribution By MarketL.L.Q Bag Sales Contribution By Market
19% 11% 14% 18% 34% 14% 37%
Nat
iona
l
4 C
ity
A C
ity
BC
D C
ity
Tow
n
Mod
ern
Tra
de
Tra
ditio
nal T
rade
Bottle Bag Others
Value Importance-MAT JF03
National H/S/DMisc.
StoresLONG LI QI 50 60 32BOTTLE 90ml 32 41 17BAG 30g 26 33 13BOTTLE 80g 24 32 5BAG 20g 19 21 19BOTTLE 200ml 17 26
Weighted Distribution
Copyright 2002 ACNielsen
58
Maxam Bag Sales Contribution By MarketMaxam Bag Sales Contribution By Market
13% 3% 6%17%
38%7%
42%
Nat
iona
l
4 C
ity
A C
ity
BC
D C
ity
Tow
n
Mod
ern
Tra
de
Tra
ditio
nal T
rade
Bottle Bag Others
Value Importance-MAT JF03
National H/S/DMisc.
StoresMaxam 63 77 36BOTTLE 80GM 42 56 17BOTTLE 40GM 28 37 11BAG 30GM 23 27 20
Weighted Distribution
Copyright 2002 ACNielsen
59
H.E.M Bag Sales Contribution By H.E.M Bag Sales Contribution By MarketMarket
27%
6%15%
30%44%
14%
53%
Na
tion
al
4 C
ity
A C
ity
BC
D C
ity
To
wn
Mo
de
rn T
rad
e
Tra
diti
on
al T
rad
e
Bottle Bag
Value Importance-MAT JF03
National H/S/DMisc.Stores
Weighted Distribution
Hai Er Mian 57 68 40BOTTLE 40GM 38 52 10BAG 25GM 28 28 30BOTTLE 25GM 26 31 19BOTTLE 100ML 13 19 0
Copyright 2002 ACNielsen
60
SummarySummary 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