零售调研－护垫（英文版）.ppt

Category Overview, Liner Total category size came to stable in the past one year (Threat) Ultrathin Breathable product become more popular(Opportunity), size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30% in value) Low and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.2~0.25rmb/pcs) importance increasing, which was driven by MNB premium lines 第二十七页，共六十九页。 Category Overview, Liner Carefree leading position and share stable in year trend(Strength) Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issue Share stagnant in all city tier(challenge) Sofy lose share to small local brands and struggled in No.2 in last year Fresh launch not help it share gain, while Regular share in declining trend(Opportunity) Green Tea new launch and was firstly captured in ON03 scored small share, and priced medium 第二十八页，共六十九页。 Issues How Carefree Can Further Improve In Developed City By Gaining On Sofy? Opportunity exploration in BCD market Sofy Green Tea Launch Review 第二十九页，共六十九页。 How Carefree Can Further Improve In Key City 第三十页，共六十九页。 Liner, Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed City ANERLE 6.7 6.8 6.5 7.1 7.2 7.1 7.1 CB 6.5 6.2 6.9 6.6 6.2 5.7 5.8 YIMUCAO 1.3 1.5 1.9 2.1 2.3 2.3 2.6 LADY CARE 2.6 2.6 2.3 2.4 2.3 2.6 2.4 ABC 1.2 1 1.3 1.1 1.8 1.8 2.1 第三十一页，共六十九页。 Liner Carefree vs Sofy Variant Share, Key CityOpportunity To Grab Share From Sofy Reg.; Drapable Litter Further Improvement Carefree Sofy Volume Share(Liner Base) 第三十二页，共六十九页。 Carefree vs Sofy UT Price Comparison, 4+ACarefree Super NB Price Down Trend and Competitive vs Sofy Reg Carefree Sofy Rmb/Pcs 第三十三页，共六十九页。 Carefree Super NB vs Sofy Reg. SKU Share Price4+A CitiesCarefree Share Behind Sofy On SKU Level, While Price Competitive Volume Share 0.16 0.16 0.15 0.15 ON02 DJ03 FM03 AM03 JJ03 AS03 ON03 Ca