BP-Wumart present by Jana

2015.03Jana.JIang

CONDITIONER CATEGORY REVIEW For Wu-mart

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Why Conditioner?

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THE GROWTH OF WUMART MAINLY DRIVEN BY FRESH (INCL. BAKERY AND FRESH FOOD)Yet Packaged Product showed a decline as shopper spending decreased; Especially Baby and Hair product, the competition level is clearly dropping down, the expense of consumers is getting less, and for Hair products, Wu-mart is losing consumers severely.

WumartMarket Share % Penetration% Value Per Buyer(RMB)

YTD AUG 13

YTD AUG 14 vs. YA YTD AUG

13 YTD AUG

14 vs. YA YTD AUG 13

YTD AUG 14 %chg

FMCG(incl. fresh) 19.4 20.2 1 75 78 3 1,630 1,738 7

BABYPRODUCT 16.9 11.7 -5 8 8 0 501 305 -39

BAKERY 19.3 22.1 3 53 54 1 68 77 13

BEVERAGE 22.5 22.0 1 62 62 0 209 255 22

DAIRYFOOD 27.1 26.0 -1 61 64 3 209 220 5

FRESH Food 14.0 16.6 3 61 67 6 551 667 21

FROZEN FOOD 28.9 26.6 -2 34 38 4 78 78 -1

HAIRPRODUCTS 30.9 26.9 -4 38 32 118 105 -11

HOUSEHOLDPRODUCTS 30.8 30.0 -1 51 48 -3 93 88 -5

PERSONALCARE 25.6 23.9 -2 60 61 1 198 167 -16

SEASONING&STAPLES 25.9 25.5 0 62 65 3 223 227 2

SNACKS&CONFECTIONARY 22.8 23.6 1 65 64 -1 183 184 0

Data Source: China Nielsen CPS, Total FMCG, Beijing, YTDAug14 vs. YA

FMCG & Fresh

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WalmartHair Product

Penetration %

Value/ Buyer (RMB)

Market Share %

Hair ColoringHair CondHair Styling ProductShampoo

Data Source: China Nielsen CPS, Hair Product, Beijing, YTDAug14 vs. YA

Se-ries1

4.7 4.0 3.8

2.7

0.2 0.2 1.6 1.9

0.4 0.3

Se-ries1

5876

4972

56

17 2649

8568

HOW IS OUR COMPETITORS DOING ?The growth of Walmart’s hair product is driven by the sales of hair conditioner

Se-ries1

1.9 2.5

1.9 2.3 1.7

1.1 1.5

3.4 2.4

1.5

Hair Care only

WHO’s GONE ?

What’s wrong with Conditioner ?

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DATA SOURCE:

Database Market• Nielsen Scan Track Database • Beijing Hyper

Period Key Facts• Market Share %• Value Share %• Value Growth Change %• Sales on Promotion %

• MAT 2013 - Jan.~ Dec.• MAT 2014 - Jan.~ Dec.

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Overall Performance

Market Wumart

-15.0

-13.0

-11.0

-9.0

-7.0

-5.0

-3.0

-1.0

1.0

3.0

0.6

-1.5

1.6

-3.0-1.4

-12.9

TotalNon-foodConditioner

Value Growth Rate%

20.0 25.0 30.0 35.0 40.0 45.0

-50.0

-30.0

-10.0

10.0

30.0

50.0

Growth Difference

Market Share

Overall, the market is growing while Wu-mart is declining, the declining of conditioner is farbelow the market.

(36.7, -2.1)

(31.8, -11.5)

StarRising

Underdeveloped Mature

Growth Position Chart

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20.20 41.05 67.58 85.45 96.79 108.13 119.93 128.58 136.52 148.25 159.67 173.20 185.48 199.84 221.32 256.84 325.80 445.43 562.74 996.850.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

90.00

100.00low middle Mid-high

high

<100 100-140

140

140-200 >200

Price Interval Dividend Method We have pulled out all the items of Conditioner, found out 140 is the middle price. Therefore divided the price into 4 intervals, <100 –low tier ;100-140 –middle tier; 140-200 mid-high tier; >200 high tier.

Value Share%

Price Index (100% Product)

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9<100 100-140 140-200 >200-25.00

-20.00

-15.00

-10.00

-5.00

0.00

5.00

10.00

Market Wumart

20.60

20.9126.42

32.07

22.61

21.78

26.51

29.09

Inner ： 2013 Outer ： 2014

Price Interval Analysis

20.41

28.2522.42

28.92

23.99

27.8724.67

23.48

>200 high

140-200 mid-high

100-140 middle

<100 low

Inner ： 2013 Outer ： 2014

Market : Wu-mart :

Volume Chg %

• High increased the value share badly, while the low end decreased too much• Consumers are mainly losing at the low end, and also mid-high • Need to pay more attention on mid-high, since it’s driving the growth at the market

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MAT 2013 MAT 2014

50.92

18.52

11.70

17.46

18.35

27.51

19.0436.51

MAT 2013 MAT 2014

47.5431.17

14.18

18.11

15.8820.78

22.40 29.93

>200140-200100-140<100

high

mid-high

middle

low

Price Interval – SKU Unit Share & Efficiency

Market : Wu-mart :

SKU unit share % SKU efficiency

1.01

1.37

1.87

0.61

0.66

1.01

1.41

1.27

SKU efficiency

• SKUs are mostly increasing at the High and Mid-high end, but declining dramatically at the low end• lower the efficiency of the high and mid-high end, and higher the efficiency at the low end • Cutting down items at high end and giving space to low end, focus growing on middle and mid-high end

high

mid-high

middle

low

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77.88

-57.93

664.55

-50.36

4.25

-6.64

154.32

-11.30

101.03

149.47

-85.95

3.07

-38.21

-33.97

-30.12

49.37

-14.47

3.97

9.87

飘柔倍瑞丝丝蕴力士舒蕾迪彩

伊卡璐多芬沙宣

飘柔精华护理巴黎欧莱雅

潘婷

0.28

0.41

0.20

0.22

0.21

0.68

8.43

2.38

11.41

0.09

0.22

0.32

0.37

0.45

0.58

1.45

2.98

4.11

4.86

10.18

MarketWu-mart

Value Share Value Chg %

100-140 Middle Brand Analysis

• Pantene has growth issue; VS and Slex has lacking of SKU issues

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潘婷 item list

Value share% Value growth rate YA %Price

Index[total 100%

market]

Market Wumart Market Wumart 　6903148091364 潘婷乳液修复润发精华素 400ML-CS 1.48 1.06 48.19 -27.26 104.46

6903148091531 潘婷丝质顺滑润发精华素 400ML-CS 1.23 1.42 49.88 -5.43 100.21

6903148091555 潘婷乳液修复润发精华素 200ML-CS 0.91 0.50 48.20 -37.01 116.22

6903148091371 潘婷丝质顺滑润发精华素 200ML-CS 0.87 0.46 26.15 -28.97 111.16

6903148093818 潘婷强韧防掉发修护润发精华素 400ML-CS 0.75 0.69 16.53 -41.97 105.03

6903148171851 潘婷染烫修护润发精华素 400ML-CS 0.60 0.41 82.50 -57.22 113.02

6903148093832 潘婷乳液修复去屑润发精华素 400ML-CS 0.60 0.54 1.35 -36.70 100.25

• For those leading the growth of Pantene in the market is declining in Wumart• And, Wumart’s price is a lot higher than the market

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6903148091364 潘婷乳液修复润发精华素 400ML-CS

Promotion Timing

W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140.00

20.0040.0060.0080.00

100.00

0.00

20.00

40.00

60.00

80.00

100.00

120.00Wumart Market Share%

Market - Sales on Promo

Wumart - Sales on Promo2

W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140

50

100

150

200

250

Market - seasonality

Wumart - seasonality

Seasonality Index Summer holiday

Labors' Day Mid-Autumn &

National DayValentine’s Day

Valentine’s Day

Women’s Day

Women’s DaySummer holiday

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W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140.00

20.00

40.00

60.00

80.00

100.00

0.00

20.00

40.00

60.00

80.00

100.00




6903148091555 潘婷乳液修复润发精华素 200ML-CS

Promotion Timing

Valentine’s & Women’s DaySummer holiday

It is very important to seize the right timing !

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6903148091531 潘婷丝质顺滑润发精华素 400ML-CS

Promotion Strength

W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140.00

20.00

40.00

60.00

80.00

100.00

0.00

20.00

40.00

60.00

80.00

100.00




W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W511420.00

25.00

30.00

35.00

40.00

27.86

33.54 Market - price/unit

Wumart - price/unit

Price/Unit

Summer holiday

Mid-Autumn &

National Day

It is very important to have enough strength on promotion !

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沙宣 missing item list

Value share% Value growth rate YA % Avg Price / Pack

Wumart Market Market Wumart Wumart Market

6903148079980 沙宣修护水养润发乳 750ml NA 2.07 37.07 NA NA 63.37

6903148200216 沙宣清盈顺柔润发乳 200ml (B/W-沙宣清盈顺柔洗发露 400ML+ )

NA 0.75 144.88 NA NA 16.09

6903148191095 沙宣清盈顺柔润发乳 400ml (B/W-沙宣清盈顺柔洗发露 750ML+ )

NA 0.16 71.71-100.00 NA 32.22

Value share% Value growth rate YA % Avg Price / Pack

Market Wumart Market Wumart Market Wumart

6924882345643 舒蕾奢养精油修护润发精华素400ML-CS

0.12 0.22 NA NA 30.26 31.50

6924882324792 舒蕾凝水焗油 / 盈光亮泽营养润发露 400ML

0.02 NA 53.65 NA 30.04 NA

舒蕾 missing item list

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0.00

401.03

-16.46

2.12

-74.00

82.13

-24.17

-45.33

-24.19

-45.29

316.29

-13.48

47.70

20.95

72.33

-4.73

-8.14

-10.04

水之密语力士多芬

施华蔻丝蕴

巴黎欧莱雅海飞丝

潘婷沙宣

0.01

1.96

3.28

0.12

0.00

4.20

1.87

1.97

10.29

0.80

1.04

1.16

1.21

1.33

1.99

2.75

3.10

5.09

MarketWu-mart

140-200 Mid-High Brand Analysis

Value Share Value Chg %

• Pantene has growth issue; Syoss 丝蕴 and Schwarzkopf 施华蔻 has Lacking of SKU issues

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Value share% Value growth rate YA % Price Index[total

100% market]

Market Wumart Market Wumart 　6920177916956 施华蔻修护润发乳 400ML (B/W- 施华蔻全面修护 ( 洗发露 400M )

0.75 NA 23.18 -100.00 　6920177915997 施华蔻水凝胶原修护润发乳 400ML-CS (B/W- 施华蔻水凝胶原修护洗发露 400 )

0.65 NA 14.51 -100.00 　6920177922506 施华蔻全效修复 19 润发乳 200ML (B/W- 施华蔻 ) 0.41 0.19 179.98 NA 144.41

6920177916956 施华蔻修护润发乳 400ML (B/W- 施华蔻全面修护 ( 洗发露 400M )

0.30 0.05 260.09 NA 52.02

6920177915997 施华蔻水凝胶原修护润发乳 400ML-CS (B/W- 施华蔻水凝胶原修护洗发露 400 )

0.07 NA NA NA 　6920177922506 施华蔻全效修复 19 润发乳 200ML (B/W- 施华蔻 ) 0.01 NA NA NA 　

潘婷 item list

Value share% Value growth rate YA % Price Index[total

100% market]

Market Wumart Market Wumart 　6920177916802 施华蔻丝蕴深层修护发膜 300ML-CS 0.51 0.48 9.27 -8.40 109.57

6920177913337 丝蕴臻萃莹润发膜 300ML-CS 0.42 0.41 50.49 305.80 110.83

6920177916673 施华蔻丝蕴水润顺滑发膜 300ML-CS 0.21 0.15 12.28 -21.76 114.70 施华蔻 item list

丝蕴 item list

Value share% Value growth rate YA %

Price Index[total

100% market]Market Wumart Market Wumart 　

6903148159323 潘婷乳液修复深层滋养发膜 270ML-CS 1.08 1.11 4.60 1.3 103.74

6903148169780 潘婷植物精萃水润光泽润发精华素 180ML-CS 0.17 NA 7.73 NA 　6903148205303 潘婷植物精萃净润养护系列发膜 270ML-CS 0.08 NA NA NA 　6903148171844 潘婷染烫修护润发精华素 200ML-CS 0.08 NA 11.71 NA 　

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W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140.00

20.00

40.00

60.00

80.00

100.00

0.00

20.00

40.00

60.00

80.00

100.00

120.00 Wumart Market Share%



W0114

W0314

W0514

W0714

W0914

W1114

W1314

W1514

W1714

W1914

W2114

W2314

W2514

W2714

W2914

W3114

W3314

W3514

W3714

W3914

W4114

W4314

W4514

W4714

W4914

W51140.00

20.0040.0060.0080.00

100.00

0.00

20.00

40.00

60.00

80.00

100.00




6920177916802 施华蔻丝蕴深层修护发膜 300ML-CS

Promotion Length

6920177916673 施华蔻丝蕴水润顺滑发膜 300ML-CS

It is very important to have enough length!

What’s more ?- for a cool buyer to increase/decrease items

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Brand – SKU Unit Share & Efficiency

11.5

9.9

11.5

13.2

8.6

21.0

10.3

14.0

11.5

7.5

11.9

14.2

10.0

16.3

12.4

16.3

力士

丝蕴

多芬

施华蔻

飘柔精华护理

巴黎欧莱雅

沙宣

潘婷

2.7

8.4

5.6

5.4

9.7

10.2

12.3

18.9

3.6

6.4

4.6

7.9

10.1

15.0

10.9

18.6

Market

WumartSeries1

Market

Wumart

SKU Unit ShareValue Share SKU Efficiency

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Size – SKU Unit Share & Efficiency

18.9

11.1

9.6

60.4

23.2

10.1

8.7

58.1

<200 Super Small Pack

400-600 Medium Pack

>750 Big Pack

200-400 Small Pack

7.7

9.5

18.5

46.9

12.1

9.5

16.3

46.8

Market Wumart

Series1

Market

Wumart


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Form – SKU Unit Share & Efficiency

2.6

14.0

82.3

3.2

15.0

80.3

Hair nutrition water

Hair Mask

Hair Conditioner

1.75

11.51

85.74

1.91

13.96

83.62

Market WumartSeries1

Market


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Structure Adjustment Suggestion

Increase

Decrease

Adjust

Price Interval Brand Size Form

Low end

High end

Mid end

Mid High

潘婷飘柔

欧莱雅施华蔻

>750 Big Pack

<200 Super

Small Pack

200-400 Small Pack

400-600 Medium

Pack

Hair Mask

Hair Conditioner

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2525

Total summaryIn the E-commerce environment, Hair Conditioner could be our winning!

Only need to figure out two questions:

Who’s Gone? – Mostly is the low end consumers, and some is mid-high end.

How to grow? – Cutting down SKU with low efficiency in high end and give the space to the low end SKU with high efficiency to stop losing low-end consumers. Focus on improving efficiency for high potential intervals - Mid-high and middle end intervals.

Execution Suggestion – 1, More Effective Promotion – Right timing, Enough strength, Enough length 2, Structure Adjustment Suggestion - not only from price level, also combine with brand, size and form. (Catman for hair product department)

Thank You!

CONTACT

Jana [email protected]

Tel: 13661133809

mailto:[email protected]

BP-Wumart present by Jana

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Transcript of BP-Wumart present by Jana