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尼尔森数据分享2010年9月3日日程安排零售通路发展状况乳品市场发展概况旺旺市场表现及建议Page3通路发展态势开店数增长6%,销售增长8%1,117,3401,037,3071,034,2852,052,7461,962,8732,139,315115,41588,439106,32901,000,0002,000,0003,000,0004,000,0005,000,0002007200820096.47.17.024.226.729.022.727.730.202550751002007200820093,258,5263,106,5093,289,01453.261.466.2门店数月度零售额其它门店传统通路现代通路+6%+9%+9%-%+8%+9%+9%-1%Page434%33%31%63%63%65%3%4%4%0%25%50%75%100%20072008200912%12%11%45%43%43%43%45%46%0%25%50%75%100%200720082009其它门店传统通路现代通路通路发展态势现代通路门店数虽然只占5%,但销售占46%门店数占比快消品销售占比Page513,50414,46417,35365,38580,72884,3637,7889,22411,5911,7621,9122,108025,00050,00075,000100,000125,000150,0002007200820091.11.31.36.78.68.47.69.511.37.28.39.301020304020072008200988,439106,329115,41522.727.730.2迷你市场超市大卖场便利店+9%+10%+5%+20%+9%+11%-2%+4%+26%+18%现代通路发展除迷你市场外,其它形态均呈现健康成长门店数快消品月度销售额Page615%14%15%74%76%73%9%9%10%2%2%2%0%25%50%75%100%2007200820095%5%4%30%31%28%34%34%37%31%30%31%0%25%50%75%100%200720082009迷你市场超市大卖场便利店门店占比快消品销售占比现代通路发展大卖场/超市占门店数12%,贡献2/3的销量56,96360,75746,3171,127,3191,186,0971,218,964925,427776,776920,350847,872848,240950,267140,096128,311110,11001,000,0002,000,0003,000,0004,000,0005,000,0002007200820090.80.90.73.63.73.92.12.42.59.91313.914.213.615.1010203040502007200820093,170,0863,000,1803,173,60030.533.836.0化妆品店其它软饮/冰品店非自助传统店自助传统店+6%+18%+3%-%+7%+9%-24%+11%+7%+3%+3%-27%传统通路发展自助型小店发展迅速门店数月度零售额总体3,289,014529,105691,017298,065581,2841,189,543现代通路115,41539,44628,4288,74611,34927,445传统通路2,139,315332,868454,014205,392390,839756,201其它1,034,285156,791208,57683,926179,095405,8962009门店数总数Key/ABCitiesCCitiesDCitiesTowns总体1.060.961.041.081.081.11现代通路1.091.171.131.001.090.98传统通路1.090.981.061.161.121.13其它1.000.890.970.921.001.08门店数增长总数Key/ABCitiesCCitiesDCitiesTowns总体1.081.051.131.071.091.06现代通路1.091.051.241.001.170.96传统通路1.091.051.061.171.081.11其它0.990.970.970.990.981.03快消品销售增长总量Key/ABCitiesCCitiesDCitiesTowns通路发展趋势现代通路门店主要在大城市增长,传统通路主要在低线城市增长Page8小结日程安排零售通路发展状况乳品市场发展旺旺市场表现及建议101931021041041069610410810010110410710110310710310811111110110410610510510711111310910410010198100104117102100106109NationalEastCentralWestNortheastTier1Tier2Tier3Tier4RuralAreas09Q309Q410Q110Q2中国消费者信心指数二线东部中部西部东北部一线全国三线四线农村消费者信心持续上升东/西部,低线城市是主要推动因素-5-7-3-5+6数据来源:尼尔森消费者信心调查快消品保持快速成长食品与非食品品类在二季度均保持快速成长数据来源:尼尔森零售调研食品食品细分MATTYValue%ChgYAAveragePriceGrowthVolumeGrowthMarketSizeRanking4.717.0244.314.022.216.016.110.3157.67.6177.96.4144.07.523-0.611.92010.80.183.16.86-1.711.87-0.610.4199.10.1101.17.8185.42.113-1.48.8164.90.8214.80.7113.10.45-2.75.5127.1-4.5262.1-0.295.7-4.32211.0-10.325-2.72.0270.2-1.64-11.29.23食品品类发展乳品品类增长最快,饮料增长放缓数据来源:尼尔森零售调研液态奶市场发展销量完全恢复,重新开始增长0100,000200,000300,000400,000500,000600,000700,000800,000M07AMJJASONDJ08FMAMJJASONDJ09FMAMJJASONDJ10FMAMJTTLLDPMAT09vsMAT08MAT10vsMAT09MAT10vsMAT08销量增长-6.3%14.9%7.7%销售额增长2.5%18.7%21.7%液态奶销量趋势乳品品类细分发展30.929.97.78.15.45.942.341.12.72.311.112.7MAT09MAT10常温白奶常温风味奶风味奶饮料常温酸奶饮料冷藏白奶冷藏酸奶+11.3%+21.4%+26.2%+11.7%-1.5%+31.8%VolGR%数据来源:尼尔森零售调研78877692879393119127JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10414145424547443940JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10189205133149213253206205260JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10707803599610665769687759775JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10134141103119123138141158153JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10液态奶各品类发展除冷藏白奶外,各品类均有良好的成长常温风味奶546564421479489521532575546JUN08SEP08DEC08MAR09JUN09SEP09DEC09MAR10JUN10常温白奶乳品各品类销量常温风味奶饮料冷藏白奶常温酸奶饮料冷藏酸奶-11%+12%-8%+24%+12%+46%+9%-11%+13%+22%-6%+17%GrowthRate:•Jun08vs.Jun09•Jun09vs.Jun10Quarterlybase数据来源:尼尔森零售调研3,1962,78120%17%17%25%22%MAT09常温白奶高端白奶儿童白奶风味奶风味奶饮料MAT10常温奶(白奶+风味奶)市场发展高端奶和儿童奶增长最快三元:+5%蒙牛:+4%伊利:+9%伊利营养舒化:+6%蒙牛特伦苏:+6%蒙牛新养道:+3%伊利QQ星:+10%蒙牛未来星:+7%旺旺i:+10%伊利:+4%蒙牛:+4%三元:+2%银鹭:+16%常温奶销售量增长贡献+5%+28%+180%+21%+26%GR%2,67688%-3%14%2,989MAT09增值常温酸奶儿童酸奶饮料普通酸奶饮料MAT10营养快线:+43%果粒奶优:+21%蒙牛真果粒:+10%蒙牛果蔬酸酸乳:+10%蒙牛酸酸乳:+2%常温酸奶饮料市场发展销量增长主要来自增值型产品–营养快线和果粒奶优娃哈哈爽歪歪:+11%QQ星:+4%娃哈哈AD钙奶:-7%太子奶:-8%伊利优酸乳:+14%达利园:+3%君乐宝:-5%小洋人妙恋:-3%销量增长贡献+33%-1%+3%GR%液态奶品牌销售表现伊利在逐步扩大市场份额27.627.126.826.827.425.826.726.727.127.126.827.226.927.427.928.427.827.426.026.926.526.71919.918.22017.918.417.818.118.418.819.219.720.320.319.719.419.419.620.120.220.220.317.717.318.417.618.420.518.717.817.617.517.617.217.317.116.716.417.018.219.417.116.916.76.05.76.15.35.75.76.16.46.46.46.36.36.26.15.85.25.05.05.15.65.75.73.13.23.43.43.84.03.43.13.13.03.13.03.03.03.13.03.23.93.83.23.13.22.53.12.93.52.83.332.72.62.72.62.62.72.82.82.82.93.43.93.63.63.71.62.11.51.421.72.12.22.1222.12.12.12.22.32.32.21.921.81.8MAT09MAT10YTDLYYTDTYJAN09FEB09MAR09APR09MAY09JUN09JUL09AUG09SEP09OCT09NOV09DEC09JAN10FEB10MAR10APR10MAY10JUN10小洋人银桥君乐宝三元银鹭旺旺光明娃哈哈伊利蒙牛前10品牌销量份额+13%+20%+13%+8%+22%+43%+44%1,9741,74735%7%0%34%0%MAT09常温白奶风味奶风味奶饮料常温酸奶饮料冷藏白奶冷藏酸奶MAT10蒙牛销售发展销售增长主要来自白奶,常温酸奶25%未来星:+12%特伦苏:+10%普通白奶:+7%新养道:+5%普通产品:+7%妙点:-1%蒙牛销量贡献普通酸奶:+21%真果粒:+14%果蔬酸酸乳:+13%妙妙:+5%酸酸乳:+3%+9%+8%GR%-67%+15%+3%+37%1,20244%7%4%25%-0.1%19%1,447MAT09常温白奶风味奶风味奶饮料常温酸奶冷藏白奶冷藏酸奶MAT10伊利销售发展QQ星和优酸乳是主要增长来源普通白奶:+16%QQ星:+16%营养舒化:+9%普通产品:+7%伊利销量贡献谷粒多:+4%优酸乳:+18%果汁优酸乳:+5%QQ星:+5%GR%+19%+34%+109%+13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