销售会Skincare品类策略沟通.pptx

2016 销售年会Skincare品类策略沟通Agenda1 2015表现回顾2 2016目标及销售策略PowerPoint Manual | Corporate Communications| Page Agenda1 2015表现回顾2 2016目标及销售策略PowerPoint Manual | Corporate Communications| Page 2015 销售数据达成-分品类Unit: KRMBChannel2015 SI2014 SI GR% 2015 SI Target(NS-6.8%)Ach%NM747,505 741,961 0.7%751,076 99.5%Visage278,984 311,222 -10.4%267,078 104.5%Mega Body93,407 102,841 -9.2%95,766 97.5%Deo96,970 93,769 3.4%85,385 113.6%Sun49,616 50,272 -1.3%50,762 97.7%Lipcare83,574 81,050 3.1%99,220 84.2%Bath3,051 16,920 -82.0%2,226 137.1%Grand Total1,357,262 1,398,035 -2.9%1,357,609 100.0%女士和身体护理略有下跌，男士整体与去年持平季节性品类，Deo/Lip保持增长，生意增长的突破点PowerPoint Manual | Corporate Communications| Page 2015 销售数据达成-分渠道Unit: KRMBChannel2015 SI2014 SI GR% 2015 SI Target(NS-6.8%)Ach%NKA507,525 555,481 -8.6%506,686 100.2%LKA132,894 164,965 -19.4%148,751 89.3%TOP COS71,242 59,787 19.2%71,962 100.0%RDT396,761 438,735 -9.6%381,620 104.0%LT85,487 77,255 10.7%94,174 90.8%E-commerce163,353 101,841 60.4%154,416 105.8%Grand Total1,357,262 1,398,065 -2.9%1,357,609 100.0%NKA/LKA下跌较快，与整个市场Hyper表现吻合EC/Cos/LT高速增长，且目前生意占比较低，是未来生意增长的引擎PowerPoint Manual | Corporate Communications| Page 2015分渠道CC3数据Unit: KRMBChannel2015 SICC3TargetCC3ActualNKA507,525 3.1%-0.9%LKA132,984 25.0%18.6%TOP COS71,242 39.7%42.3%RDT396,76136.4%33.7%LT85,487 57.7%50.0%E-commerce163,35354.6%57.2%Total1,357,262 28.1%27.3%EC/Cos增长快，利润好，是发展的重点渠道RDT渠道CC3较高，增长与市场趋势相比仍有很大的空间PowerPoint Manual | Corporate Communications| Page 2015 kbd回顾SI目标：1,357M入季快速上架跨品类联合促销聚焦黄金渠道聚焦重点单品长期地堆陈列加强品类铺货聚焦女士洁面，加强铺货MUC选择性渠道测试PowerPoint Manual | Corporate Communications| Page 广告单品整年线上线下统一策略的严格执行贯彻拉动整体男士稳固市场TOP2的霸主地位，小蓝管OT MAT增涨+76%，控油抗痘OT mat增涨+47%TVCTVCTVC线上+线下PowerPoint Manual | Corporate Communications| Page 妮维雅女士洁面聚焦英雄单品，稳固市场份额销售额稳固第4聚焦英雄单品YTD Nov销售额TOP5Value % Share+/- Value % Share YAInoherb5.2-1.0Pechoin5.11.2Olay4.0-1.0NIVEA(NO.4)3.4-0.3Chando3.40.5市场份额第8市场份额第4Nielson data, female FC, Shandong Province, Sep Y15| Page 2015 MUC初见成效，线上线下成为女士品类强心剂屈臣氏从断崖式下跌，到增长维稳