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1Copyright 2003 ACNielsena VNU companyLiner Category Overview2Copyright 2003 ACNielsena VNU companyLiner Sales&Price Trend,NationalMarket Growth Rate Slow Down%Sales Growth(MAT ON03 vs ON02)+10%in volume0%in value3Copyright 2003 ACNielsena VNU companyLiner Segment Importance&Growth,NationalUltra Thin/Breathable More Welcome With Importance IncreasingVolume baseMAT%Growth7%46%2%2%8%Value base2%31%8%9%15%4Copyright 2003 ACNielsena VNU companyLiner Prod.Segment Importance,Nat.Volume base5Copyright 2003 ACNielsena VNU companyLiner Prod.Segment Importance,Nat.Value base6Copyright 2003 ACNielsena VNU companyVolume ShareValue ShareLiner,National Top Brands ShareCarefree Leading Share Maintain;Small Locals Gained Share YearlyMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE 16.917.10.2SOFY1715.8-1.2ANERLE9.69.60C&B7.25.4-1.8WHISPER3.94.50.7YIMUCAO1.32.91.6SOFT1.22.21LADY CARE 2.71.9-0.8BEST1.61.80.2HAO S.S.1.71.70O.BRAND36.937.10.2CAREFREE 18.618.6-0.1SOFY16.916-0.8ANERLE11.411.80.4WHISPER5.55.70.3C&B7.35-2.4YIMUCAO1.33.11.7LADY CARE 3.72.8-0.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O.BRAND30.730.90.27Copyright 2003 ACNielsena VNU companyLiner Top Brand Vol.Share Trend,Nat.Carefree Maintain Leading Share Position And Share Stagnant In Latest Half YearTop 5 All(Liner Base)8Copyright 2003 ACNielsena VNU companyLiner Top Brand Val.Share Trend,Nat.Same As ValueTop 5 All(Liner Base)YIMUCAO0.60.80.91.51.41.51.82.43.02.63.13.43.9SOFT0.80.90.80.91.01.41.91.82.52.31.61.91.9LADY CARE 3.03.53.14.24.43.73.53.32.92.92.52.82.6BEST0.40.60.31.00.82.01.21.31.51.51.11.01.0HAO S.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 2003 ACNielsena VNU companyLiner Top Brand Distribution Trend,Nat.Distribution Compete Head With Key CompetitorsWeighted DistributionYIMUCAO455781010141516171820SOFT3436111212131312111112LADY CARE35353436363335363533313033BEST20181718171720212119171614HAO S.S.6781013121315151414121310Copyright 2003 ACNielsena VNU companyLiner,Top Brand Price Trend-NationalKey Competitors Price Maintain Stable During Latest YearRmb/PcsON01ON02DJ03FM03AM03JJ03AS03ON03CAREFREE0.230.190.180.190.200.200.190.19SOFY0.220.180.180.180.180.170.180.17ANERLE0.230.220.220.220.210.220.210.21C&B0.220.180.170.160.160.160.150.15WHISPER0.400.240.230.230.220.220.210.21YIMUCAO0.210.190.190.180.180.180.190.19SOFT0.230.160.160.160.160.170.170.15LADY CARE0.270.270.260.270.260.260.270.26BEST0.190.120.120.120.120.120.120.13HAO S.S.0.170.160.150.140.160.160.150.15O.brand 0.170.160.150.140.160.160.150.1511Copyright 2003 ACNielsena VNU companyCarefree Variant Sales&Growth,Nat.Volume SalesValue Sales12Copyright 2003 ACNielsena VNU companyLiner,Carefree Variant Share,NationalVariant Share Stable In Latest Half YearVolume Share(Liner Base)Value Share13Copyright 2003 ACNielsena VNU companyCarefree Variant Distribution&Price,Nat.Drapable High Price Could Be An Issue to Prevent Our Share Further ImprovementWeighted DistributionRmb/Pcs16Copyright 2003 ACNielsena VNU companySofy Variant Share,NationalShare Decline On Reg.Which Stands For 70%Of Its Sales;Fresh Failed To Improve Share YearlyVolume Share(Liner Base)Value Share17Copyright 2003 ACNielsena VNU companySofy Variant Share,NationalGreen Tea Price Position In Medium RangeWeighted DistributionRmb/Pcs18Copyright 2003 ACNielsena VNU companyLiner Share By Price Tier,NationalMedium and Low Price Dominate the Market;While Premium Gained Importance YearlyVolume BaseValue BaseNote,price is judged down to sub brand level.19Copyright 2003 ACNielsena VNU companyLiner 0.200.25Rmb/pcs Share By Brand,Nat.Share Driven By MNBMAT ON02 MAT ON03 MAT ON02 MAT ON030.200.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER2.84.13.24.8SOFY3.74.24.15.2TOU QI2.11.62.41.8FRESH0.11.60.22.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue Share20Copyright 2003 ACNielsena VNU companyLiner Sales Growth By City10%0%6%7%7%13%7%13%1%4%Volume baseValue baseMAT%Growth21Copyright 2003 ACNielsena VNU companyLiner Key Brand Volume Share By CityCarefree Share Stagnant Across City4 CityA CityBCD CityTownVol.%+/-%YAVol.%+/-%YAVol.%+/-%YAVol.%+/-%YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0.315-5.310.50.57.14.8ANERLE3.5-0.29.8-0.913.40.210.63.3WHISPER5.40.45.90.43.411.71.2C&B6.12.26.30.54.92.70.71.4YIMUCAO1.70.92.51.54.42.30.3-0.6SOFT0.70.431.72.61.11.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST1.30.62.10.62.1-0.40.20.1HAO S.S.0.102.30.92.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.822Copyright 2003 ACNielsena VNU companyLiner,Key Brand Vol.Share by City TierCarefree Share Stagnant All City Tier(Liner Base)4 CityA CityBCD CityTownCarefreeSofyWhisperAnerleC&B23Copyright 2003 ACNielsena VNU companyLiner Sales Growth By RegionSize Grew Fast In West/South10%0%25%12%14%3%1%23%11%8%Volume baseValue baseMAT%Growth25Copyright 2003 ACNielsena VNU companyLiner Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/-%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&B1.60.55.63.85.42.1101.5YIMUCAO1.21.13.92.31.90.74.21.6SOFT2.61.31.20.54.22.20.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-0.42.51.11.20.1HAO S.S.2.5-0.61.8010.11.60.4OTHERS29.73.740.40.139.10.435.91.126Copyright 2003 ACNielsena VNU companyMarket Share by Pack Share,NationalVolume BaseValue Base27Copyright 2003 ACNielsena VNU companyCategory Overview,LinerlTotal category size came to stable in the past one year(Threat)lUltrathin Breathable product become more popular(Opportunity),size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30%in value)lLow and Medium(0.20rmb/pcs below)segment dominated market(Threat);while premium(0.20.25rmb/pcs)importance increasing,which was driven by MNB premium lines28Copyright 2003 ACNielsena VNU companyCategory Overview,LinerlCarefree leading position and share stable in year trend(Strength)Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge),price could be issueShare stagnant in all city tier(challenge)lSofy lose share to small local brands and struggled in No.2 in last yearFresh launch not help it share gain,while Regular share in declining trend(Opportunity)Green Tea new launch and was firstly captured in ON03 scored small share,and priced medium29Copyright 2003 ACNielsena VNU companyIssueslHow Carefree Can Further Improve In Developed City By Gaining On Sofy?lOpportunity exploration in BCD marketlSofy Green Tea Launch Review30Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City31Copyright 2003 ACNielsena VNU companyLiner,Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed CityANERLE6.76.86.57.17.27.17.1C&B6.56.26.96.66.25.75.8YIMUCAO1.31.51.92.12.32.32.6LADY CARE2.62.62.32.42.32.62.4ABC1.211.31.11.81.82.132Copyright 2003 ACNielsena VNU companyLiner Carefree vs Sofy Variant Share,Key CityOpportunity To Grab Share From Sofy Reg.;Drapable Litter Further ImprovementCarefreeSofyVolume Share(Liner Base)33Copyright 2003 ACNielsena VNU companyCarefree vs Sofy UT Price Comparison,4+ACarefree Super NB Price Down Trend and Competitive vs Sofy RegCarefreeSofyRmb/Pcs34Copyright 2003 ACNielsena VNU companyCarefree Super NB vs Sofy Reg.SKU Share&Price4+A CitiesCarefree Share Behind Sofy On SKU Level,While Price CompetitiveVolume Share0.160.160.150.15ON02DJ03FM03AM03JJ03AS03ON03Carefree Super NB 10.67.87.26.15.17.46.3Sofy Regular15.815.616.215.416.612.614.7ON02JJ03AS03ON030.170.150.160.1640pcs SC40pcs UNSC2.91.41.41.10.71.20.640pcs SC4.94.243.83.33.73.340pcs UNSC4.23.22.62.52.12.32.26.86.86.87.26.87.26.86.86.86.86.86.87.26.86.87.23.1221.30.91.50.82X40pcs SC1.61.61.31.41.32.12.32X40pcs UNSC1.81.81.51.41.11.91.92X40pcs SC2.93.7445.73.14.52X40pcs UNSC344.54.24.92.94121212.812121212.81212.812.8121212.812.81212Rmb/Pcs(Rmb/Pck)In4+A,2*40pcs pack importance is about 10%in volume and maintain yearly 35Copyright 2003 ACNielsena VNU companyCarefree Super NB vs Sofy Reg.SKU Distribution4+A Cities-ON03Carefree Super NB In-store Performance Behind,Any Consumer Study Input on Why?Weighted DistributionSIH(Vol%per Dist.)36Copyright 2003 ACNielsena VNU companyCarefree Drapable SKU Sales&Share,4+A2X30pcs Significant Cannibalization On 30pcs,Suggesting Little Expansion On UserVolume Sales(000pcs)Volume Share37Copyright 2003 ACNielsena VNU companyAntibacterial Importance by Brand GroupAnti.Bacterial Large Contributed By Regional Brand,Which Anti.prod.Highest Importance AllNational Volume ImportanceRegional BrandNational BrandMNB+AnerleIn Anti.bacterial,about 87%volume sales contributed by RB,and its importance increasing continuously(e.g.Yimucao/Anerle)38Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City Food for ThinkinglBy comparing With SofySofy is our key competitor in developed cities,Regular is of its best sellerCarefree Super NB share behind Sofy Reg.,due to our less competitiveness of instore performancelCarefree Drapable 2X30pcs contributed little sales and share improvement for this line39Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key CityFood for ThinkinglShould understanding,why Sofy-Regular can achieve higher consumer acceptance?Any trade issue,e.g.Display/Facing.Differentiation on product quality?lAnti-bacteria could be consider for further product improvement40Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD City41Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CitySummarylOpportunity exploration in BCD marketHow is market trend and brand competition in BCD market?Do we offer right product(packsize/variant)and at competitive priceHow is distribution gap versus Anerle and Sofy42Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CityFindingslBCD market stands for about 38%for total China liner market,and yearly sales and importance growing(Opportunity)lSmall pack(125pcs)stands for 60%market volume importance in BCD market,and popular both modern and traditional channel;while bigger pack(=40pcs)importance grew slightlySmall pack crowded with a lot of small locals with lower price dominated(Challenge)In Bigger pack group,Sofy and Carefree strong and leading among(Strength)In North,small pack higher importance than in other regionslSlim market relative small and importance slightly decline(Threat)lEast BCD market the most important among followed with South BCD for linerlModern Channel importance increasing in BCD as well,while traditional store stands for one third of that market still43Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CityFindingslAnerle leading in BCD market and leading share maintain stableNoticeable distribution advantage comparing Carefree,which traced to traditional storesAnerle leading share in traditional stores while no advantage in modern channel20pcs contributed most its share and outstand among all players,distribution should be one of the key facts20pcs pack also captured high instore performance,?lCarefree and Sofy close share competition in BCDBoth Carefree and Sofy focus in modern channel while few performance in traditional storesBoth Carefree and Sofy strong play on 40pcs and 2X40pcs,which indicating high brand loyaltySofy big pack(esp.2X40pcs)outperformed same story as in 4+A(Threat)44Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CityThinkinglTo compete with Anerle 20pcs,we should understand the following points by further explorationHow is its SOSWhy consumer prefer AnerleAny trade issuelAs China market,Carefree no share advantage with Sofy in BCDUltra thin relative less performed than Sofy,same story as in 4&AAgain,improving Ultra thin performance will be critical for us to strengthen our brand shareFor SlimlOther than Anerle and Sofy,we are facing a number of small local brands priced relative low and in small pack form.Do we any plan to compete with in this sizeable market45Copyright 2003 ACNielsena VNU companyKey Brand Share&Price In Nat-BCDAnerle Leading In BCD Market And Share Maintain StableVol%+/-%YARmb/PcsMAT ON03JJ03AS03ON03MAT ON03ANERLE13.40.212.711.813.70.22SOFY10.50.513.88.69.40.18CAREFREE10.1-0.39.5118.90.19YIMUCAO4.42.34.54.85.20.19C&B4.9-2.75.14.54.20.16WHISPER3.412.83.22.90.23SOFT2.61.11.22.42.70.17HAO S.S.2.3-0.12.82.11.90.15BEST2.1-0.41.81.41.80.12ANLE21.92.32.72.80.14O.BRAND13.92.215.916.815.70.13Vol%46Copyright 2003 ACNielsena VNU companyBCD Channel And Region Vol.Mix,BCDModern Channel Importance Increased;East BCD Most Important Followed With South47Copyright 2003 ACNielsena VNU companyKey Brand Volume Share By Channel,BCDAnerle Leading In G/K,Which Protect Its Share In BCD Where We Are WeakVol%+/-%YA Vol%+/-%YA Vol%+/-%YAANERLE13.40.210.80.618.61.6SOFY10.50.514.8-22.10.6CAREFREE10.1-0.313.7-0.73.2-1.7YIMUCAO4.42.35.82.81.81C&B4.9-2.75.5-2.74-3.5WHISPER3.414.50.70.90.5SOFT2.61.13.31.61.1-0.2HAO S.S.2.3-0.12.80.11.2-0.9BEST2.1-0.42.4-1.51.60.8ANLE21.91.71.62.42.2O.BRAND13.92.28.8223.95.7BCD G/KBCD H/S/DBCD City48Copyright 2003 ACNielsena VNU companyKey Brand Distribution By ChannelDistribution Gap Captured In G/K(Weighted Distribution)National Grocery/KioskNational Hyper/Super/Depart.49Copyright 2003 ACNielsena VNU companyKey Brand Volume Share by Region,BCDCarefree Relative Strong In South While Behind In OthersVol%+/-%YA Vol%+/-%YA Vol%+/-%YA Vol%+/-%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&B0.50.37.2-5.20.4-0.6WHISPER6.71.230.81.30.51.90.8SOFT3.71.61.80.95.82.51.3-0.3HAO S.S.3-3.12.10.53.20.11-0.1BEST0.103-0.92.920.4-0.4ANLE1.91.81.41.432.64.14O.BRAND10.10.713.22.926.35.610.91.5E BCD CityN BCD CityW BCD CityS BCD CityIn West,traditional channel importance relative higher than other regions which stands for 50%of that market.6.23.850Copyright 2003 ACNielsena VNU companyCarefree vs Sofy Weighted Distribution by RegionDistribution Competitive Vs SofyMarket Importance(Volume Base)20.55.16.39.139.922.56.824.78.27.614.97.4551Copyright 2003 ACNielsena VNU companyCarefree vs Anerle Weighted Distribution by RegionWhile Behind Anerle In South&West20.55.16.39.139.922.56.824.78.27.614.97.45Market Importance(Volume Base)52Copyright 2003 ACNielsena VNU companyKey Brand Share By Packsize,BCD-H/S/D20pcs Pack Dominated Anerles Sales,Vise Versa On Sofy and Carefree(Volume Share)AnerleCarefreeSofy53Copyright 2003 ACNielsena VNU companyAnerle Key SKU Share by Channel,BCDSmall Pack Dominated its Line In All Channel(Volume Share)54Copyright 2003 ACNielsena VNU companyLiner Packsize Importance by Channel=40pcs Pack39.440.1SOFY 15.811.2CAREFREE 11.310YIMUCAO 0.52.3WHISPER 2.22.9ANERLE 0.81.9SOFT 1.22.8KOTEX C&B 0.71.7CARNATION 1.41.5O.BRAND 0.10.3ANLE 0.10.856Copyright 2003 ACNielsena VNU companyLiner 20pcs Pack Key Brand Share&Price,BCD-H/S/DCarefree Price Competitive Than Anerle On 20pcs;While the Majority Of Small Pack Dominated By Locals Which Price Low20pcs Rmb/PckAccumulative volume ShareIn 125pcs pack,20pcs account 39%volume share out of 48.3%in BCD-H/S/D57Copyright 2003 ACNielsena VNU companyAnerle vs Carefree 20pcs Share By Market20pcs Share Gap With AnerlesAnerleCarefreeAnerleCarefreeSouth10.13.20.240.25S112.94.50.230.26S211.41.20.240.25GD7.63.80.240.25East4.73.40.240.22E14.840.240.22E210.10.40.240.22North3.52.50.240.25N13.62.10.250.25N25.91.90.240.23West7.21.70.240.22W161.20.260.22W210.61.30.230.21Rmb/PcsVolume Share58Copyright 2003 ACNielsena VNU companyAnerle vs Carefree 20pcs Distribution ComparisonAnerle 20pcs Wider Penetrated esp.In S/N/WWeighted Distribution59Copyright 2003 ACNielsena VNU companyAnerle vs Carefree 20pcs SIH Comparison,Nat-H/S/DAnerle Win On In-store Performance As Well,?Volume Share Per Distribution60Copyright 2003 ACNielsena VNU companyCarefree vs Sofy 40pcs/2X40pcs Share,BCD-H/S/DSofy Outperformed Bigpack Suggesting Higher Consumer Loyalty40pcs most popular in big pack which account 27.9%out of 40%,and 80pcs pack stands for 7.9%MAT ON02 MAT ON03MAT ON02 MAT ON03Carefree 40pcs 7.85.8Sofy 40pcs 7.76.740pcs JIBENXIN SC1.21.540pcs REG SC2.52.640pcs JIBENXIN UNSC1.11.440pcs REG UNSC2.32.740pcs SUPER B SC0.80.440pcs ROU MIAN UNSC 1.20.840pcs SUPER B UNSC0.70.440pcs TOU QI UNSC1.80.640pcs SUPER NB SC1.81.240pcs SUPER NB UNSC1.40.8Carefree 2X40pcs 3.02.0Sofy 2X40pcs 7.64.52X40pcs SUPER NB SC1.412X40pcs REG SC3.42.22X40pcs SUPER NB UNSC1.60.92X40pcs REG UNSC4.22.3Volume Share61Copyright 2003 ACNielsena VNU companyCarefree vs Sofy 40pcs/2X40pcs SKU SIH Comparison,Nat-H/S/DBig Gap Between Carefree Super NB and Sofy Reg.;While JBX Performed BetterVolume Share Per DistributionCarefreeSofyCarefreeSofy40pcs2X40pcs62Copyright 2003 ACNielsena VNU companyLine,Slim vs UT Market Importance By CitySlim Market Size Small and Little Improvement YearlyVolume ShareNAT.Key CityA CityBCD CityTown64Copyright 2003 ACNielsena VNU companyPacksize Importance Region In BCDIn North,Small Pack Highest Importance vs Other RegionsS BCDE BCD(Volume Share)N BCDW BCDAnerle 28pcs much active in West which drove 2639pcs segment65Copyright 2003 ACNielsena VNU companySofy Green Tea Performance Monitor66Copyright 2003 ACNielsena VNU companyNew Launch Sales/Share/Distribution Comparison,Nat-H/SGreen Tea Launch With Single Pack;Consumer Off Take Is Not BadVolume Sales(000pcs)Volume Sales(000Unit)Volume ShareWeighted Dist.First launch period for Dapable-FM03,Super Breathable-AS01,Whisper Cot.Soft-DJ02,Sofy Fresh-AS02,Green Tea-ON0367Copyright 2003 ACNielsena VNU companyGreen Tea Share&Distribution&Price by City-ON03Green Tea Share Gained Fast In BJ/CDVolume Sales(000pcs)68Copyright 2003 ACNielsena VNU company
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