广州乳业市场分析（PPT 31页）

广州乳业市场介绍市场:广州品类:白奶,风味奶,酸奶,酸奶饮料期间:2002和2003年1-6月2Source:TNSConsumerPanel2003GuangZhou39%33%25%3%0%AdvancedUppervalueLowerValueEmergingUnreachableTotalNon-agri.Population:6mioThousand**Richindexiscalculatedonthebasisofworker’sannualwages*Non-Agripopulationineachdistrictorcountyareadjustedaccordingtocity’s5thpopulationcensusDistrict/CountyTotalpopulation(incl.Agri.Pop.)Non-agriculturalpopulationRichIndex全市：99436000100番禺区79379白云区73593增城市69462海珠区68978花都区51564东山区51387天河区46999从化市45357荔湾区44174越秀区37084黄埔区17493芳村区154863Source:TNSConsumerPanel2003广州：中、高收入消费者人数总计为427万Source:2002StatisticYearbookofChina&TPChinaAnalysisBymiopeopleXinjiangQinghaiGansuNingxiaSichuanYunnanGuangxiGuizhouHainanHunanJiangxiFujianZhejiangHubeiShaanxiShanxiLiaoningJilinHeilongjiangShandongJiangsuAnhuiHenanTibetBeijingShanghaiTianjinGuangdongHebei2-4mio)2mio5-7mio(19%)上海:Total:16.74A+B:6.70北京:Total:13.82A+B:2.83广州:Total:9.94A+B:4.274Source:TNSConsumerPanel2003除乳酸饮料外，所有品类健康增长AllcategoriesgrowinghealthilyexceptforLAD175611851019820733.91287.6306739835145170611091028050001000015000200002500030000'011-6'021-6'031-6乳酸饮料酸奶/酸奶饮料风味奶白奶分品类的液态奶总销量(吨)24,33527,280+12%22,334+9%*For2001data,onlyliquidmilk(Incl.Whitemilk&flavormilk)dataavailable.Guangzhou5Source:TNSConsumerPanel2003虽然2003年的销量与2002年同期相比增长很快，但销售额的增长幅度有很大下降961511526.19.73138451197050100150200250'011-6'021-6'031-6酸奶饮料酸奶风味奶白奶按品类的液态奶销售总额（百万元人民币）203.2214.3+5.5%138.2+47%*For2001data,onlyliquidmilk(Incl.Whitemilk&flavormilk)dataavailable.Guangzhou6Source:TNSConsumerPanel200315.60%13.6%9.6%11.80%11.0%12.1%7.1%64.1%3.9%3.1%2.6%6.70%6.1%56.40%62.0%2.8%4.70%4.50%0%10%20%30%40%50%60%70%80%90%100%'011-6'021-6'031-6玻璃瓶塑料瓶塑料杯利乐砖屋顶包塑料袋液态乳制品按包装品类的销售量份额(%)2003年1-6月液态乳制品销售量(吨)利乐砖持续增长，并继续保持领导品牌Guangzhou24,33527,28022,334+9%+12%3491.43299.92608.62628.12673.93311.11935.717479.71045.1676.41068.8999.9721.81499.41483.012594.515087.7744.8050001000015000200002500030000'011-6'021-6'031-67Source:TNSConsumerPanel200325.00%16.30%11.60%15.70%10.50%11.80%9.30%59.80%4.60%2.50%2.20%11.70%8.60%34.20%57.70%3.20%6.80%6.00%0%10%20%30%40%50%60%70%80%90%100%'011-6'021-6'031-6玻璃瓶塑料瓶塑料杯利乐砖屋顶包塑料袋液态乳制品按包装品类的销售额份额(%)2003年1-6月液态乳制品销售额(百万人民币)虽然销售量增长很快，但销售额增长幅度放慢Guangzhou203.2214.3+5.5%138.2+47%34.533.124.921.721.425.419.8128.29.46.69.98.34.816.217.547.3117.25.10.1050100150200250'011-6'021-6'031-6WhiteMilk白奶YogurtFlavorMilk9Source:TNSConsumerPanel200315.8%13.8%9.3%6.1%4.8%7.7%3.3%5.2%3.5%2.9%75.9%73.5%67.5%5.3%2.5%0%10%20%30%40%50%60%70%80%90%100%'011-6'021-6'031-6玻璃瓶塑料瓶利乐砖屋顶包塑料袋白奶按包装品类的市场份额(%)2003年1-6月白奶销售量(吨)利乐砖占主导地位，并且在销量和市场份额上均有上升2776.02555.01837.01066.9888.21525.315052.6932.7650.7910.311850.013596.3467.4655.6578.302000400060008000100001200014000160001800020000'011-6'021-6'031-618,51019,820+7%17,561+5%Guangzhou10Source:TNSConsumerPanel2003OverallMarket玻璃瓶利乐砖塑料瓶利乐枕市场容量021-618,5102,55513,596882259(千升)031-619,8201,83715,0531,525113产品分销021-682.50%10.80%75.50%22.40%4.40%(%)031-688.30%8.60%81.80%30.00%2.90%购买频率021-65.84.54.61.81.5(No.ofpurchase)031-65.74.34.51.91.2每次购买量021-634.131.73.2(升)031-633.83.12.12.5家庭每次购买量021-617.318.413.93.14.6(升)031-617.116.2143.93平均价格021-68.210.47.886.3(RMB/升)031-67.710.47.476白奶的主要包装形式Guangzhou11Source:TNSConsumerPanel2003品牌1是领导品牌，占据1/3的市场份额。当地品牌3排在第3位。33.3%34.1%14.6%12.5%14.0%14.5%8.4%8.8%8.4%9.0%4.4%4.3%3.6%3.3%3.4%2.4%2.0%2.5%0.9%1.0%0%10%20%30%40%50%60%70%80%90%100%ValueshareVolumeshare品牌10品牌9品牌8品牌7品牌6品牌5品牌4品牌3品牌2品牌1Topbrandsshare(%)Guangzhou12Source:TNSConsumerPanel2003大卖场增长很快，并逐步挤压传统渠道的市场份额25.9%25.8%25.7%32.6%19.5%16.6%6.8%2.7%2.1%1.5%1.8%3.8%11.7%8.7%5.2%4.1%0%10%20%30%40%50%60%70%80%90%100%02'1-603'1-6送奶入户礼品工作单元自由市场批发杂货店大卖场超市液态白奶的渠道重要性Guangzhou按消费者收入分类的包装产品分析-利乐砖14Source:TNSConsumerPanel2003Incomelevel(RMB/Month/HH)按收入水平的利乐砖购买量000Liter116729013731579896835023646693702000400060008000100001000'1001-2000'2001-30003000'021-6'031-6-17%+21%+20%虽然总量增长很快，但对于低收入阶层的购买量依然很低-2%Guangzhou按消费者收入分类的包装产品分析-塑料瓶16Source:TNSConsumerPanel2003Incomelevel(RMB/Month/HH)PlasticBottlePurchaseVolumebyIncomeLevel000Liter71241241335127284389725020040060080010001000'1001-2000'2001-30003000'021-6'031-6+79%+18%+116%较高收入的人群是塑料瓶的主要消费者，并带动增长+61%GuangzhouWhiteMilkYogurtFlavorMilk风味奶18Source:TNSConsumerPanel20031.1%6.2%19.4%13.1%8.7%5.5%1.40%1%56.5%50.4%16.6%17.0%0%10%20%30%40%50%60%70%80%90%100%'021-6'031-6玻璃瓶塑料瓶利乐砖屋顶包塑料袋铁罐风味奶按包装品类的市场份额(%)2003年1-6月风味奶销售量(吨)利乐砖的高速增长是风味奶市场增长的驱动力8.279.5142.5168.2121.6218.663.670.810.212.6369.6727.90200400600800100012001400'021-6'031-67341,288+75%Guangzhou19Source:TNSConsumerPanel2003OverallMarket塑料瓶利乐砖屋顶包塑料袋市场容量02'1-673414237012164(千升)03'1-61,28816872821971产品分销02'1-626.70%7.10%13.10%6.60%3.50%(%)03'1-635.50%8.60%18.90%11.60%3.60%购买频率02'1-61.81.21.51.32.4(No.ofpurchase)03'1-61.91.21.61.32.4每次购买量02'1-61.21.31.41.10.6(升)03'1-61.41.21.81.10.6家庭每次购买量02'1-62.11.62.21.41.4(升)03'1-62.81.52.91.41.5平均价格02'1-68.38.48.29.47.2(RMB/升)03'1-67.68.77.38.17.2风味奶的主要包装形式Guangzhou20Source:TNSConsumerPanel2003本地品牌1是市场领导者，但面临众多外来品牌的挑战28.4%26.1%13.0%11.3%10.2%12.1%7.0%6.5%5.2%5.5%4.9%4.5%4.0%3.7%2.5%3.2%2.2%2.3%2.2%2.4%0%10%20%30%40%50%