广州乳业市场分析 31页.ppt

本地品牌1是市场领导者，但面临众多外来品牌的挑战 Top brands share (%) Guangzhou 大卖场增长很快，并成为主要渠道 Total Flavor Milk Channel Importance Guangzhou 平均零售价 (人民币/升) Normal Size: 195ml 1000/500/ 1000/500 980/500/ 227ml 250ml 250ml 250ml RMB/Liter 冷藏包装产品的零售价格下降很快，但仍高于常温产品 ’02,1-6 ’03,1-6 Total Ambient: 8.3 7.5 Total Chilled: 8.5 7.8 Guangzhou 按消费者收入分类的包装产品分析- 利乐砖 Income level (RMB/Month/HH) TBA Purchase Volume by Income Level 000 Liter +78% +140% +61% 利乐砖的购买量增加很快 +123% Guangzhou Package Analysis by Income Group- Plastic Bottle Income level (RMB/Month/HH) Plastic Bottle Purchase Volume by Income Level 000 Liter +62% -19% 中等收入阶层是塑料瓶的主要购买者 +92% Guangzhou White Milk Yogurt 酸奶/酸奶饮料 Flavor Milk 酸奶/酸奶饮料按包装品类的 市场份额(%) 2003年1-6月酸奶/酸奶饮料 销售量(吨) 利乐砖成长最快，并抢占了部分塑料杯的份额 3,973 5,143 +29% Guangzhou 酸奶/酸奶饮料的主要包装形式 Guangzhou 前三位品牌占有61%的销量份额 Top brands share (%) Guangzhou 现代零售市场份额超过60% Total Yogurt/YD Channel Importance Guangzhou * Source: TNS Consumer Panel 2003 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 Guang Zhou Total Non-agri. Population: 6mio Thousand **Rich index is calculated on the basis of worker’s annual wages *Non-Agri population in each district or county are adjusted according to city’s 5th population census 广州：中、高收入消费者人数总计为427万 Source: 2002 Statistic Yearbook of China TP China Analysis By mio people Xinjiang Qinghai Gansu Inner Mongolia Ningxia Sichuan Yunnan Guangxi Guizhou Hainan Hunan Jiangxi Fujian Zhejiang Hubei Shaanxi Shanxi Liaoning Jilin Heilongjiang Shandong Jiangsu Anhui Henan Tibet Beijing Shanghai Tianjin Guangdong Hebei Chongqing 2-4 mio) 2 mio 5-7 mio (19%) 上海: Total: 16.74 A+B: 6.70 北京: Total: 13.82 A+B: 2.83 广州: Total: 9.94 A+B: 4.27 除乳酸饮料外，所有品类健康增长All categories growing healthily except for LAD 分品类的液态奶总销量 (吨) 24,335 27,280 +12% 22,334 +9% * For 2001 data,