雀巢2016 ICP sales meeting_LACTOGEN Specialty.pptx

AUG 3RD, 2015Lactogen SPECIALTY2016 icpLACTOGEN GOLD2016 ICPAug 3rd , 20151st session with sales team, for discussionContentIMF Mainstream Category OverviewConsumer Insight updateBrand Performance in H1 of 2015 Issues Opportunities2016 MWBMainstream segment own 4,900M business size in 2016Key factorsAlong with the booming of cross border E-commerce, the price of SP and Purely Imported P are in downtrend due to heavy price promotion and price war.Super Premium segment growth slow downRelaxation on 1-child policy will not cause a sharp increase in future birthsEconomy slow down and China’s GDP growth will be slowerImproving breastfeeding rate (from 27.6% in 2013 to 50% by 2020)Source: Nielsen Retail Index; Smart Path; Team AnalysisNESTLE and YILI have high mainstream importance Distributor/store contract brand aggressively grab the lower tier market Local enterprise : Wonderson, FeiHe, Yashili, Happy Prince, Jun Le BaoHigher margin, reach 50-60%Minor difference between each brand in terms of recipeCopycat of the “hot recipe”, e.g. OPO, a-whey protein　BrandSKU#Wonderson1053FeiHe1297Yashili15117Happy Prince1758JunLeBao410Total58335最新颁布的一系列政策法规对婴幼儿配方奶粉行业产生重大影响Latest Changes in Regulatory Requirements Impact China IMF Industry新广告法新国标食安法 (2015年10月1日)New Advertising LawNew GB13432New Food Safety Law不可声称可代替母乳新型广告媒介都收到监管提供证明材料，否则视为虚假广告（功能，销售，资料等）十周岁以下未成年人不可做代言人不能对必要成分含量与功能声称禁止进行营养成分比较声称（更多DHA）同一企业不得用同一配方生产不同品牌的婴幼儿配方乳粉，减少品牌禁止分装生产，配方注册管理，配方差异清真标识，标注进口奶源地（全球精选奶源）渠道ChannelStoppage of all IF activities in hospitalChannelNo free product to be given to hospital under any justification自由贸易区药店试点Source: Team analysisBBS dominate the segment while EC shows aggressive growthBBS Offtake is keeping flat Mainstream Channel ImportanceGrocery Offtake shows sharpen declined TrendSource: Nielsen Retail Index; Smart Path; Team AnalysisLower tier BBS is bouncing back, becoming to the key battle fieldMainstream Retail + Baby Store IMF+GUM By City Tier ImportanceSource: Neilsen Data Base, Jun o