中国纸尿裤渠道的演变

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,中国纸尿裤销售渠道的演变,Evolution of marketing channels for disposable diapers in Chinese Mainland,中国造纸协会,纸尿裤市场的销售渠道,Sale channels in the diaper market,现代渠道,Modern Trade,大卖场,Hyper market,连锁超市,Chains store,便利店,CVS,传统渠道,Traditional Trade,批发市场,Wholesale market,乡镇小店,Township Stores,专业渠道,Professional trade,母婴店,mother and Baby store,药妆店,Drugstore,纸尿裤市场的发展阶段,Stages of development in diaper market,第一阶段,(Stage 1):1992-1996,第二阶段,(Stage 2):1997-2006,第三阶段,(Stage 3):2007-2011,第四阶段,(Stage 4):,2012,第一阶段行业发展（,1992-1996,）,Stage 1,：,1992-1996,进口,Import,1992,年香港友昌号（中山天朗贸易公司）进口,FITTI,1994,年深圳东华通进口嘘嘘乐（,Sealer,）,生产,Produce,佛山瑞琪,(Ruiqi,Foshan),中山瑞德（,DSG,Zhongshan,）,上海全日美,(Everbeauty,Shanghai),东莞中南纸业,(Zhongnan,Dongguan),第一阶段的渠道（,1992-1996,）,Evolution of sale channel in stage 1,免税店,duty-free shop,免税店,duty-free shop,友谊商店,friendship store,婴童渠道,Mother and Baby Shore,上海向阳妇儿用品商店,丽婴房,大卖场,Hypermarket,麦德龙（,Metro,）、家乐福（,Carrefour,）、八佰伴、万客隆（,Makro,）,连锁超市,Chain store,华联超市、联华超市,主要市场为东部沿海地区的城市,Main markets,:,Eastern seaboard cities of China.,第二阶段的行业发展,（,1997-2006,）,Stage 2,：,1997-2006,外资厂商全面进入,Foreign Brand Entrance,1997,年好孩子百瑞康,Goodbaby(Paragon),1998,年好奇,Huggies(KC),1999,年帮宝适,Pampers(P&G),2001,年妈咪宝贝,Mamy Poko(Unicharm),第二阶段的渠道,（,1997-2006,）,Evolution of sale channel in stage 2,现代渠道,MT,国际大卖场在一、二线城市迅速发展,(,家乐福、大润发、好又多、沃尔玛,),International retailer are expanding by leaps and bounds in the first and second class cities,（,such as Carrefour,RT-Mart,TRUST-MART and WAL-MART,）,本地零售业经历第一轮洗牌,The local retailer turns into the first round of adjusting.,传统渠道,TT,沿海地区快速增长，占一定的比重,Coastal areas trade is growing rapidly,which accounting for a certain percentage,逐步向内地扩张,Expanding gradually toward the Mainland,母婴店,Mother baby shore,广东地区母婴店逐渐占强势销售渠道（有些地区达到,40%,的份额）,Mother and baby stores in Guangdong gradually account for the strong sale channels(in some areas,its share even reaches 40%),内地母婴店逐渐发展,Mother and baby stores in the Mainland develop gradually,第三阶段行业发展,（,2007-2011,）,Stage 3,：,2007-2011,国内品牌,D,omestic brands,新一轮国内投资建厂热潮,A new round of domestic investment in diapers factories,is booming,.,国内品牌大举扩张,Domestic brands spread distinctly,第三阶段的渠道（,2007-2011,）,Evolution of sale channel in stage 3,现代渠道,MT,国际大卖场继续在城市发展，但速度有所减缓,International supermarkets continue to grow in urban,but the speed has declined.,本地零售业开始加速成长,The local retail trade grows rapidly,传统渠道,TT,全国范围内全面快速增长,Increase with great speed all over the country,进一步覆盖到县、乡、镇、村,Spread into county,township and village,母婴店,稳定增长,Increasing steadily,但占全国总体份额较小，,15%,以下,But accounting for a smaller share from the overall,Below,15%,第四阶段行业发展预测,（,2012,）,Perspectives,of the industry developmen,品牌集中化,Concentration ofmarketshare,国内外品牌混战市场,Intense competitions,（,Include,international&domestic brands,）,品牌集中度会越来越高,Concentration ofmarketshare,外资现代渠道,International MT Channels,本地零售渠道,Local MT Channels,母婴店渠道,Mother and baby shops,中国城市化的发展,Urbanization in China,2011,年城市人口已经超过乡村人口,Urban population had already grew greater than Rural in 2011.,预计,2020,年中国城镇人口将超过,8,亿,It is estimated that Chinese urban population will exceed 0.8 billion by 2020,Urban population,Rural population,渠道的发展,Evolution of sale channels in Future,政策和环境,Policies and Circumstances,全球经济不景气影响外资零售业扩张,Global economic decline,affect foreign retail trade expansion,本土地零售发展的融资和审批的便利性,The convenience of financing and approval for local retail development,国家扩大内需政策的影响,The impact of domestic demand expanding policies,演变趋势,Trends,外资零售渠道发展进一步减慢,Foreign retail development slow down further,本土零售业向二三级城市加速扩张,Native,retail sector accelerates,toward,the secondary and tertiary cities,母婴店渠道继续温和增长,M,other,and,Baby,store channels continue to,grow moderately,传统渠道份额逐渐衰退,TT,share,declines gradually,纸尿裤渠道的发展趋势,Development tendency of diaper distribution channels in China,本资料仅作为定性研究，非定量研究。,It is only qualitative study,not quantitative study.,International MT,TT,MB,Stage,1,19921996,年,Stage,2,19972006,年,Stage,3,20072011,年,Stage,4,2012,年,成长系数,2010,年中国卫生用品市场规模,2010,年吸收性卫生用品的市场规模（国内总销售额）达到约,628.4,亿元，比,2009,年增长,14.3%,在,628.4,亿元的国内总销售额中：卫生巾,/,卫生护垫为,411.4,亿元，占,69.3%,；婴儿纸尿裤为,184.8,亿元，占,26.4%,；成人失禁用品为,12.2,亿元，占,1.3%,；湿巾为,20.0,亿元，占,3.0%,。,纸尿裤的发展历程,1992,年中国开始有纸尿裤的生产企业,2003,年进入快速发展期,2000,2010,年的,10,年间：,婴儿纸尿裤消费量从,9.5,亿片增加到,146.7,亿片,2010,年是,2000,年的,15,倍,市场渗透率从,2%,提高到,32.3%,2010,年婴儿纸尿裤的销售额达到,184.8,亿元,结果致胜 业绩为王,只有客户满意的产品，才有市场。,只有消费者满意的产品，才会最终买单，并源源不断。,纸尿裤与柔软度,Diapers and Softness,使用者直接接触,表层,防漏隔边,影响护理者感受,背衬,闭合系统,Fastening system components,产品结构,全球消费者的需求,Universal consumer wants,亚洲市场推动全球柔软性能的改进,Asian markets drove softness improvement globally,区域需求特征,Regional Specifics,2010,年中国婴儿纸尿裤,/,片销售额达,28,亿美元，同比增长,27.7%,消费量,147,亿片，增长,23.7%,市场渗透率为,32%,(,来源：中国造纸协会生活用纸专业委员会,),中国婴儿纸尿裤市场,China Diaper Market,绿色增长 势如破竹,