零售研究——电池品类市场回顾（PPT 90页）

1零售研究电池品类市场回顾2议程l产品品类回顾l全国和各地区碱性电池市场回顾l4个核心城市电池市场分析-广州/上海/北京/成都l南孚在核心城市的铺货率分析l南孚在南区的表现及其份额下降的原因3产品品类回顾4MJ99JA99SO99ND99JF00MA00MJ009623%31977%4159823%33177%42910122%35678%45710422%37978%48311222%39178%50311122%39778%50911022%39378%503全国电池市场趋势碳/锌电池销售量趋于稳定销售量（百万粒）碱性电池碳/锌电池5MJ99JA99SO99ND99JF00MA00MJ0029854%25146%54830153%26347%56430352%27948%58230851%29849%60633052%31148%64132151%31249%63431350%31250%625全国电池市场趋势碱性电池销售额比重降低销售额（百万元）碱性电池碳/锌电池6MJ99JA99SO99ND99JF00MA00MJ007328%18672%2597728%19872%2758027%21273%2918427%22673%3119128%23272%3239128%23472%3269028%23672%326全国城市电池市场趋势销售量（百万粒）碱性电池碳/锌电池7MJ99JA99SO99ND99JF00MA00MJ002315%13385%1562114%13386%1542113%14587%1662011%15389%1722112%15988%1802011%16389%1832011%15889%177全国乡镇电池市场趋势碳/锌电池带领乡镇市场总体下滑销售量（百万粒）碱性电池碳/锌电池8MJ99JA99SO99ND99JF00MA00MJ001823939%2863661%468751876036%3302864%517881963237%3339963%530312040535%3754565%579512215137%3718363%593342438439%3769561%620792477838%4019362%64971碱性电池碳/锌电池全国A类城市电池市场趋势碳/锌电池持续增长销售量(000粒）9MJ99JA99SO99ND99JF00MA00MJ0032817317113117032829359863401631396269352800928486302432990831259320392308324267253862650229264295162911612901137481575314546173391642817018MJ99JA99SO99ND99JF00MA00MJ00南区东区北区西区991021111201211281286165748078838182899210010610410577757979868280碱性电池碳/锌电池销售量(000粒）销售量（百万粒）地区性电池市场趋势10MJ99JA99SO99ND99JF00MA00MJ0034594216392443763870389739886379698172147335754468787200339937804215432142014365447010069901034912111612961176MJ99JA99SO99ND99JF00MA00MJ00广州市上海市北京市成都市5351538358466086783969207420205423082109255831513187243522032422265330822909285330322532283627552496292428312608碱性电池碳/锌电池销售量(000粒）销售量(000粒）4个主要城市电池市场趋势（销售量）11-全国和各地区碱性电池市场回顾-12MJ99JA99SO99ND99JF00MA00MJ009698101104112111110298301303308330321313全国碱性电池销售量和销售额走势碱性市场总体呈微弱下滑趋势销售量（百万粒）销售额(百万元)13全国碱性电池销售量-按区域总体市场的下滑来自与南区全国南区东区北区西区ND99JF00MA00MJ0010433302715112363029171113431301611031322917销售量（百万粒）14全国全国乡镇全国A类城市4主要城市其他城市ND99JF00MA00MJ0010420201747112212217521112024165111020251748销售量（百万粒）全国碱性电池销售量-按行政级别9911/12月至005/6月其他城市导致碱性电池市场微降,A类城市持续上升15MJ99JA99SO99ND99JF00MA00MJ009VAAAAACDOTHERS000000046.45300.6010045.753.700.5010045.653.900.4010044.954.600.3010043.955.500.4010043.456.100.401004455.60.10.20100全国碱性电池销售量重要性-按电池型号AAA号电池销售比例上升16MJ99JA99SO99ND99JF00MA00MJ00碱性电池板装碱性电池排装碱性电池其他45.454.6010046.253.8010042.957.1010041.258.8010043.956.1010046.553.5010051490100全国碱性电池销售量重要性-按包装类型板装电池的重要性上升17板装电池00全国乡镇BCD城市A类城市4个核心城市南区东区北区西区ND99JF00MA00MJ00100002000030000400005000060000销售量（千粒）全国板装碱性电池销量-按区域和行政级别从行政区域看，上升来自核心城市以外的城市市场(A，BCD城市)从区域上看,上升来自东、北、西区18全国A类城市销量（千粒）ND99JF00MA00MJ00总体板装电池南孚板装金霸王板装其他板装880240532156259398204649206331071253365722635332613220771425172989全国A类城市板装碱性电池主要品牌销量南孚板装带领该地区上升19平均价店面库存份额加权铺货率全国A类城市全国A类城市-南孚板装电池铺货数量质量上升且获得零售商店内支持，价格水平微降ND99JF00MA00MJ002.642.632.552.5617.2318.6127.8532.34346505530293641数值铺货率20全国A类城市的增长多来自于东区,但南区呈下降趋势050001000015000200002500000200040006000800010000ND99JF00MA00MJ00全国A类城市南区A类城市东区A类城市北区A类城市西区A类城市204052215124384247785907670681307447463246125373592760456018692071653821481539614239各地区A类城市碱性电池销售量9911/12月至005/6月销售量(000粒）21010203040506070ND99JF00MA00MJ00其他品牌南孚三圈39363640606163591311南区A类城市下降主要品牌来自南孚和三圈三圈丢失铺货点造成份额的下降销售量份额22MA00MJ00金霸王劲量超能量金霸王双鹿超霸东芝555霸中霸火车麦克赛尔雷特威白象12.132.82.21.61.11.20.10.10.30.30.114.23.43.22.32.321.80.60.60.50.40.2南区A类城市份额上升品牌以金霸王为主的一系列品牌吃南孚的份额23平均价数值铺货率加权铺货率店面库存份额MA00MJ005.68315813.915.53306015.39南区A类城市-金霸王价格呈降价趋势,获得零售商的支持-更多的货架摆放空间24ND99JF00MA00MJ00碱性电池南孚双鹿其他品牌463246125373592725682421282938627117164875771354147520581487东区A类城市的增长来自南孚南孚在该地区的销售份额同时也提高65%份额:53%销售量(000粒）25销量份额进货份额店面库存份额ND99JF00MA00MJ00555854525651535455657160南孚在东区A类城市取得零售商的支持26MJ99JA99SO99ND99JF00MA00MJ00数值铺货率加权铺货率sppd495252555760596168667174757535.530.330.636.232.737.751.5南孚在东区A类城市消费者接受度提高南孚在该市场的促销活动导致其接受度上升?27ND99JF00MA00MJ00南孚金霸王555白象其他品牌双鹿劲量火车超霸超能量金霸王50.68.38.68.75.953.22.32.20.753.47.67.67.864.53.12.31.81.153.88.37.476.35.22.91.91.91.154.37.77.57.175.32.421.61.1全国碱性电池主要品牌市场份额:9911/12月至005/6月各品牌份额基本保持稳定,南孚及一些小品牌有微弱提升28南孚金霸王555劲量双鹿白象数值铺货率MJ99JA99SO99ND99JF00MA00MJ0022242627282930161515151315145565565666655543333342222222加权铺货率MJ99JA99SO99ND99JF00MA00MJ0042454748515253363737363635351111101010101121212121211919121212121313148877777全国主要品牌的数值/加权铺货率南孚的铺货率迅速提升29销售量份额南孚555金霸王劲量超霸三圈双鹿超能量金霸王豹王ND99JF00MA00MJ004826104321015223942211051249321111482510321210南部碱性电池主要品牌销售量市场份额其他品牌444530南孚白象双鹿金霸王劲量火车超能量金霸王超霸金永备ND99JF00MA00MJ0030291184311029281184321131241311422113424121032221东部碱性电池主要品牌销售量市场份额销售量份额其他品牌9991031南孚双鹿超霸金霸王劲量上浦松下白象双狮王ND99JF00MA00MJ007553421110783232111078433210008032320000北部碱性电池主要品牌销售量市场份额销售量份额其他品牌657632南孚金霸王火车999金永备劲量双鹿超能量金霸王长臂猿5613920322256118512221581085222216089312222ND99JF00MA00MJ00西部碱性电池主要品牌销售量市场份额销售量份额其他品牌354633销量份额MA00MJ00MA00MJ00MA00MJ00MA00MJ00南孚53.854.353.454.555.252.964.766.2金霸王8.37.78.57.77.67.610.810.2555.07.47.56.87.110.29.4.6.9白象7.07.17.47.45.25.9.2.2双鹿5.25.35.05.46.24.73.74.2劲量2.92.43.32.6.81.44.63.2火车1.92.01.61.83.22.72.33.3超霸1.91.61.81.62.21.31.31.5超能量金霸王1.11.11.21.1.71.21.51.4金永备.6.4.7.5.2.3.5.4三九.7.4.8.5.1.11.31.0霸中霸.1.4.1.1.01.7.1.2长臂猿.2.3.1.1.61.3.4.5松下.4.3.3.3.7