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Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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ACNielsen Retail Market Study
AC尼尔森零售普查
INTRODUCTION
China, one of the most fast-changing FMCG markets in the world,
has been growing at a staggering pace for the last 10 years. It is
creating opportunities and challenges for both multinational and
local suppliers. As a result, understanding the market's structure
and development is as important as ever to successful marketing.
Retail Market Study Results
In regions covered by ACNielsen's 2004 Retail Market study,
there were an estimated 4.5 million outlets compared to 4.6 million
in 2003, that handled fast moving consumer goods (FMCGs) in
cities and towns. This represents an annual growth rate of 0%.
Sales of FMCG products through these outlets have grown from
RMB 38.5 billion in 2003 to 40.6 billion in 2004. This represents
an annual growth rate of 5% compared to the 2003 estimate of
38.5 billion. Thus sales per store has grown by 9%.
The changes by geography, population centre and store type all
vary significantly from the national averages. Sales of cities growth
fast than town while significant growth of the modern trade
*
is
again evidenced. The number of modern trade stores has increased
35% from 2003, which contribute by convenience stores .but sales
have increased 21% meaning that the sales per outlet have
decreased. This would mean that one must achieve distribution in
a growing number of stores, in order to remain exposed to the same
share of consumer expenditure.
前 言
作为全球最富有生机的快速消费品市场之一,过去10年
以来中国一直在以惊人的速度持续增长.这无疑给本土企业
和外资企业都带来了许多机会和挑战.正因为如此,了解零售
市场的结构和发展态势开始变得和制定成功的市场策略同样
重要.
零售普查结果
在AC尼尔森2004年零售普查所覆盖的区域当中,预计
城镇地区共计有450万个销售快速消费品的零售网点,与2003
年相比未有增长.
这些零售网点的销售额在2002年为362亿元,2003年这
一数字大约为385亿元.2004年的销售额进一步达到406亿
元,同比增长了5%.由于零售网点数量已开始减少而销售额
有5%的速度增长,因此单店的销售额与2003年相比增长了
9%.
不同地理区域,不同人口分布以及不同门店类型与全国整
体趋势相比情况都有明显的差别.整体销售额上,城市比乡镇
增长尤其迅速,而现代渠道
*
的增长仍然明显.现代渠道门店
数量较2003年增加了35%,当中的增长由便利店所带动,意
味着门店的开设更贴近消费者.而同时销售额的增长率仅为
21%,因此单店的销售额呈下降趋势.这也意味着为争取到同
等比例的消费者的花费,生产商需要增加铺货的范围,把货铺
到更多的门店.
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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ACNielsen Retail Market Study
AC尼尔森零售普查
现代渠道仅占全国零售网点总量的1%,但其销售额所占
的比例却占了全国销售总额的33%以及主要城市(4大重点城
市加上23个A类城市)
**
销售额的57%.2004年全国大卖场
的门店数量增长了37%,但销售额仅增长了26%,因此单店
的销售额下降了8%.
虽然现代渠道在持续增长,传统渠道
***
仍然占所有零售
网点的99%,与2003年相比销售额下降1%, 门店数量减少4%,
因此单店的销售额上升了5%.
注解:
*现代渠道包括大卖场,超市,便利店.
**4个重点城市:北京,上海,广州和成都
23个A类城市:
北区: 长春,大连,哈尔滨,沈阳,太原,石家庄,青岛,
济南,天津
东区: 杭州,南京,郑州,合肥
南区: 武汉,长沙,福州,南昌,深圳
西区: 重庆,西安,贵阳,南宁,昆明
***传统渠道包括杂货店,售货亭以及其他类型的店铺.
The modern trade, accounts for less than 1% of total national
store count but contributes 33% of total national sales and 57% of
key city (4 key cities + 23 A Cities)
**
total sales. Hypermarkets at
the national level have increased by 37% in store numbers between
2003 and 2004, and 26% in sales, which means that the per store
sales have decreased by 8%.
Although the modern trade is increasing, the traditional trade
***
still accounts for 99% of outlets, and there has been annual growth
of -4% from 2004, whilst sales have decreased 1% V.S. 2004. Per
store sales have slight growth of 5%.
Note:
*Modern trade includes hypermarkets, supermarkets,
convenience stores.
**4 Key Cities: Beijing, Shanghai, Guangzhou, Chengdu
23 A Cities:
North: Changchun, Dalian, Haerbin, Shenyang, Taiyuan,
Shijiazhuang, Qingdao, Jinan, Tianjin,
East: Hangzhou, Nanjing, Zhengzhou, Hefei
South: Wuhan, Changsha, Fuzhou, Nanchang, Shenzhen
West: Chongqing, Xi'an, Guiyang, Nanning, Kunming.
***Traditional trade includes groceries, kiosks and other
miscellaneous store types
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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FMCG Retail Market Development
非耐用消费品零售市场总体发展
ACNielsen Defined National (City & Town) AC尼尔森定义的全国(城市+城镇)
Growth Rate of FMCG Outlet Count & Sales Turnover
非耐用消费品零售网点数量和销售增长率
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG ACV (million RMB)
非耐用消费品销售额 (百万元)
FMCG Outlet ('000)
非耐用消费品零售网点数量('000)
4,648
2002 2003 2004
4,6424,481
+0%
-3%
2002 2003 2004
36,193
38,459
40,620
+6%
+6%
-3
-5
2
-8
6
35
ACNielsen Defined National
(City+Town)
AC尼尔森定义的全国(城市+城镇)
Cities 城市
Towns 城镇
FMCG Outlets
% Chg 04 vs 03
网点数增长率
04年比03年
FMCG Sales/Outlets
% Chg 04 vs 03
单点销售额增长率
04年比03年
FMCG Sales
% Chg 04 vs 03
网点销售额增长率
04年比03年
0
7
6
-1
1
21
9
9
6
-10
8
-6
Hyper/Supermarket 大卖场/超市
Grocery/Kiosk 杂货店/售货亭
All Other Stores 其他类型商店
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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FMCG Retail Market Structure by Shop Type
非耐用消费品零售市场结构(按商店类型划分)
ACNielsen Defined National (City & Town) AC 尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
DEFINDED NATIONAL CITIES + TOWNS 定义的全国城市+城镇
Total FMCG Handlers 4,648,616 4,642,355 4,480,940 -3% 36,193 38,459 40,620 6%
所有非耐用消费品销售网点100% 100% 100% 100% 100% 100%
Hyper/Supermarkets/CVS 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
大卖场/超市/便利店0.6% 0.9% 1.2% 26.2% 29.1% 33.4%
Grocery + Kiosk 3,247,097 3,214,610 2,960,426 -8% 24,001 24,382 24,146 -1%
杂货店+售货亭69.9% 69.2% 66.1% 66.3% 63.4% 59.4%
Other FMCG Handlers 1,373,405 1,387,370 1,466,043 6% 2,713 2,876 2,904 1%
其他非耐用消费品销售网点29.5% 29.9% 32.7% 7.5% 7.5% 7.1%
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
DEFINDED NATIONAL CITIES + TOWNS 定义的全国城市+城镇
Total FMCG Handlers 4,648,616 4,642,355 4,480,940 -3% 36,193 38,459 40,620 6%
所有非耐用消费品销售网点100% 100% 100% 100% 100% 100%
National City 2,460,966 2,505,755 2,461,346 -2% 27,454 29,415 31,568 7%
全国城市52.9% 54.0% 54.9% 75.9% 76.5% 77.7%
> A-Cities + BJ/SH/GZ/CD 645,652 665,209 663,774 0% 12,448 13,273 14,761 11%
23个A 类城市 + 北京/上海/广州/成都13.9% 14.3% 14.8% 34.4% 34.5% 36.3%
>National Other Cities 1,815,314 1,840,546 1,797,572 -2% 15,006 16,141 16,807 4%
全国其他城市39.1% 39.6% 40.1% 41.5% 42.0% 41.4%
National Town 2,187,650 2,136,600 2,019,594 -5% 8,739 9,045 9,052 0%
全国城镇47.1% 46.0% 45.1% 24.1% 23.5% 22.3%
FMCG Retail Market Structure by City & Town
非耐用消费品零售市场结构(按城市+城镇划分)
ACNielsen Defined National (City & Town)/AC尼尔森定义的全国(城市+城镇)
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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FMCG Modern Trade Development by Cities Level
非耐用消费品的现代通路市场结构发展(按城市划分)
ACNielsen Defined National (City & Town)
AC尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店总数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
Total NATIONAL CITIES+TOWNS定义的全国城市+城镇
-Total Modern Trade 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
整体现代通路100% 100% 100% 100% 100% 100%
- Cities - Modern Trade 21,722 30,973 39,436 27% 8,869 10,351 12,659 22%
整体城市 - 现代通路100% 100% 100% 100% 100% 100%
>23 A - Cities - Modern Trade 5,788 8,144 10,569 -1% 3,119 3,618 4,109 14%
整体23个A类城市 - 现代通路20.6% 20.2% 19.4% 32.9% 32.3% 30.3%
>Bejing - Modern Trade 940 1,723 2,336 36% 1,002 1,150 1,289 12%
北京 - 现代通路3.3% 4.3% 4.3% 10.6% 10.3% 9.5%
>Shanghai - Modern Trade 3,576 5,036 5,746 14% 1,301 1,499 1,983 32%
上海 - 现代通路12.7% 12.5% 10.5% 13.7% 13.4% 14.6%
>Guangzhou - Modern Trade 499 712 909 28% 335 395 645 63%
广州 - 现代通路1.8% 1.8% 1.7% 3.5% 3.5% 4.8%
>Chengdu - Modern Trade 455 581 1,228 111% 164 182 334 84%
成都 - 现代通路1.6% 1.4% 2.3% 1.7% 1.6% 2.5%
>Other Cities - Modern Trade 10,464 14,778 18,649 26% 2,948 3,507 4,299 23%
其他整体城市 - 现代通路37.2% 36.6% 34.2% 31.1% 31.3% 31.7%
-Town - Modern Trade 6392 9402 15036 60% 610 851 911 7%
城镇 - 现代通路22.7% 23.3% 27.6% 6.4% 7.6% 6.7%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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FMCG Modern Trade Development by Store Size
非耐用消费品的现代通路市场结构发展(按商店规模划分)
ACNielsen Defined National (City & Town)
AC尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
NATIONAL CITIES+TOWNS 全国城市+城镇
-Total Modern Trade 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
整体现代通路100% 100% 100% 100% 100% 100%
>Hypermarkets 726 855 1,175 37% 3,139 3,525 4,446 26%
大卖场2.6% 2.1% 2.2% 33.1% 31.5% 32.8%
>Supermarkets 1,848 2,355 3,297 40% 1,685 2,001 2,336 17%
超市6.6% 5.8% 6.1% 17.8% 17.9% 17.2%
Mini Markets (1000 - sq.m.) 21,800 24,693 30,755 25% 4,334 4,646 5,492 18%
小型超市 (1000 - 平方米)77.5% 61.2% 56.5% 45.7% 41.5% 40.5%
>Convenience Stores 3,739 12,472 19,244 54% 323 1,029 1,296 26%
便利店13.3% 30.9% 35.3% 3.4% 9.2% 9.6%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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FMCG Modern Trade Development by Store Size
非耐用消费品的现代通路市场结构发展(按商店规模划分)
ACNielsen Defined A - Cities
AC尼尔森定义的A类城市
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
DEFINED NATIONAL - A CITIES 定义的 全国A类城市
-Total Modern Trade 5,788 8,144 10,569 30% 3,119 3,618 4,109 14%
整体现代通路100% 100% 100% 100% 100% 100%
>Hypermarkets 348 433 544 26% 1,532 1,728 2,026 17%
大卖场6.0% 5.3% 5.1% 49.1% 47.8% 49.3%
>Supermarkets 608 630 846 34% 523 553 574 4%
超市10.5% 7.7% 8.0% 16.8% 15.3% 14.0%
Mini Markets (1000 - sq.m.) 4,368 5,726 6,947 21% 1,025 1,237 1,351 9%
小型超市 (1000 - 平方米)75.5% 70.3% 65.7% 32.9% 34.2% 32.9%
>Convenience Stores 464 1,355 2,222 64% 38 100 158 58%
便利店8.0% 16.6% 21.0% 1.2% 2.8% 3.8%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Tradition Trade Development by Cities Level
非耐用消费品的传统通路市场结构发展(按城市划分)
ACNielsen Defined National (City & Town )
AC尼尔森定义的全国(城市+城镇)
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
Total NATIONAL CITIES+TOWNS定义的全国城市+城镇
- Total Tradition Trade 4,620,502 4,601,980 4,426,469 -4% 26,714 27,258 27,257 0%
整体传统通路100% 100% 100% 100% 100% 100%
- Cities - Tradition Trade 2,439,244 2,474,782 2,421,910 -2% 18,585 19,064 18,909 -1%
整体城市 - 传统通路52.8% 53.8% 54.7% 69.6% 69.9% 69.4%
>23 A - Cities - Tradition Trade 433,402 443,655 434,935 -2% 4,405 4,398 4,378 0%
整体23个A类城市 - 传统通路9.4% 9.6% 9.8% 16.5% 16.1% 16.1%
>Bejing - Tradition Trade 51,577 54,31 55,154 2% 531 495 490 -1%
北京 - 传统通路1.1% 1.2% 1.2% 2.0% 1.8% 1.8%
>Shanghai - Tradition Trade 62,903 62,350 63,682 2% 857 799 794 -1%
上海 - 传统通路1.4% 1.4% 1.4% 3.2% 2.9% 2.9%
>Guangzhou - Tradition Trade 62,370 62,197 62,322 0% 435 426 426 0%
广州 - 传统通路1.3% 1.4% 1.4% 1.6% 1.6% 1.6%
>Chengdu - Tradition Trade 24,142 26,499 26,895 1% 300 311 312 0%
成都 - 传统通路0.5% 0.6% 0.6% 1.1% 1.1% 1.1%
>Other Cities - Tradition Trade 1,804,850 1,825,769 1,778,923 -3% 12,058 12,634 12,509 -1%
其他整体城市 - 传统通路39.1% 39.7% 40.2% 45.1% 46.3% 45.9%
-Town - Tradition Trade 2,181,259 2,127,198 2,004,558 -6% 8,129 8,194 8,141 -1%
城镇 - 传统通路47.2% 46.2% 45.3% 30.4% 30.1% 29.9%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Modern Trade Development by Shop Type
非耐用消费品零售市场结构(按商店类型划分)
4 Key Cities - Beijing, Shanghai, Guangzhou, and Chengdu
4个重点城市 - 北京,上海,广州和成都
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
BEIJING北京52,517 56,036 57,489 3% 1,532 1,644 1,779 8%
-BJ Hyper market -北京卖场63 64 67 5% 363 366 336 -8%
-BJ Supermarket/CVS -北京超市/便利店877 1,659 2,269 89% 639 783 953 23%
-BJ Grocery/Kiosk -北京杂货店 /售货亭37,574 35,214 31,007 -12% 504 460 455 -1%
-BJ Others -北京其他类型商店14,003 19,099 24,147 26% 26 35 35 0%
SHANGHAI上海66,479 67,386 69,427 3% 2,159 2,298 2,777 21%
-SH Hyper market -上海卖场73 93 104 12% 584 681 827 21%
-SH Supermarket/CVS -上海超市/便利店3,503 4,943 5,642 14% 718 818 1,156 41%
-SH Grocery/Kiosk -上海杂货店 / 售货亭49,471 43,250 39,448 -9% 825 755 749 -1%
-SH Others -上海其他类型商店13,432 19,100 24,234 27% 32 44 45 2%
GUANGZHOU广州62,940 62,952 63,231 0% 770 821 1,071 30%
-GZ Hyper market -广州卖场10 15 36 140% 75 102 238 133%
-GZ Supermarket/CVS -广州超市/便利店489 697 872 25% 260 293 406 39%
-GZ Grocery/Kiosk -广州杂货店 / 售货亭47,412 44,172 40,928 -7% 407 393 392 0%
-GZ Others -广州其他类型商店14,958 18,025 21,394 19% 28 33 34 3%
CHENGDU成都24,594 27,080 28,122 4% 463 494 646 31%
-CD Hyper market -成都卖场20 27 31 15% 86 110 204 85%
-CD Supermarket/CVS -成都超市/便利店435 554 1,197 116% 78 72 130 81%
-CD Grocery/Kiosk -成都杂货店 / 售货亭18,175 19,133 18,465 -3% 285 294 295 0%
-CD Others -成都其他类型商店5,967 7,366 8,430 14% 15 17 18 6%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
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ACNielsen Retail Market Study
AC尼尔森零售普查
Sales Composition (%) in Modern Trade
4个重点城市和23个A类城市现代通路中非耐用消费品的销售额比重
Morden Trade ACV Importance 现代通路非耐用消费品的销售额比重
2002 2003 2004
CITY城市(%) (%) (%)
Beijing 北京65.4 69.9 72.5
Shanghai 上海60.3 65.2 71.4
Nanjing 南京46.8 51.6 63.4
Qingdao 青岛61.3 62.8 62.8
Guangzhou 广州43.5 48.1 60.2
Jinan 济南55.5 52.5 58.7
Tianjin 天津55.4 59.9 55.1
Shenzhen 深圳42.2 45.1 54.2
Chengdu 成都35.4 36.8 51.7
Changsha 长沙39.8 44.1 51.4
Hangzhou 杭州49.4 53.4 50.1
Fuzhou 福州38.6 44.0 50.1
Taiyuan 太原46.7 50.7 49.6
Hefei 合肥37.1 39.5 49.1
Nanning 南宁47.8 49.3 48.5
Haerbin 哈尔滨41.6 43.3 47.9
Changchun 长春43.6 46.7 47.6
Shijiazhuang 石家庄37.5 41.3 47.4
Chongqing 重庆35.2 40.4 44.3
Xian 西安36.0 40.7 44.0
Dalian 大连41.5 45.2 44.0
Guiyang 贵阳29.3 33.8 42.3
Wuhan 武汉31.3 34.3 41.4
Zhengzhou 郑州27.4 37.1 40.3
Shengyang 沈阳40.1 44.7 39.7
Kunming 昆明31.4 34.0 35.1
Nanchang 南昌39.3 41.1 34.2
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-56-
FMCG All-Commodity Value (ACV) by 4 key cities + 23 "A" Cities in China
中国4个重点城市和23个"A"类城市非耐用消费品的销售额
ACNielsen Retail Market Study
AC尼尔森零售普查
0 500 1,000 1,500 2,000 2,500 3,000
Nanning 南宁
Hefei 合肥
Nanchang 南昌
Taiyuan 太原
Guiyang 贵阳
Fuzhou 福州
Shijiazhuang 石家庄
Jinan 济南
Changsha 长沙
Qingdao 青岛
Zhengzhou 郑州
Chongqing 重庆
Kunming 昆明
Dalian 大连
Haerbin 哈尔滨
Shenyang 沈阳
Changchun 长春
Xi'an 西安
Hangzhou 杭州
Nanjing 南京
Tianjin 天津
Chengdu 成都
Wuhan 武汉
Shenzhen 深圳
Guangzhou 广州
Beijing 北京
Shanghai 上海
Morden Trade 现代通路Total 整体
(Million RMB)
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-57-
Personal Care (个人护理产品)
Soft drink(饮料) OTC(药品) Others(其他用品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
Personal Wash香皂/沐浴露
Shampoo洗发水
Skin Moisturizer护肤品
Facial Cleanser洗面奶
Toothpast牙膏
Toothbrush牙刷
Razor剃须刀
Razor Blade剃须刀架
Sanitary Protection卫生用品
Diaper婴儿尿布
Baby Powder爽身粉
Lip Palm润唇膏
Baby Wipers婴儿柔湿巾
CSD & Energy Drink有汽/能量饮品
Juice即饮果汁
Ready to Drink Tea即饮茶
Package Water包装水
Bandages 创可贴
Vitamin 维生素片
Calcium Tablet 钙片
54.4%52.8%
5.4%
3.5%
Small Electrical Appliances小型电器
(不包括电须刨)
Bettery电池
Small Electrical Appliances
小型电器(不包括电须刨)
Shaver电须刨
Bettery电池
Cigarette香烟
55.0%
52.7%52.6%52.2%
48.0%
24.6%
18.9%
12.8%
9.9%9.0%
6.4%
3.7% 3.7%
Personal Wash香皂/
沐浴露
Shampoo洗发水
Skin Moisturizer护肤
品
Facial Cleanser洗面
奶
Toothpast牙膏
Toothbrush牙刷
Razor剃须刀
Razor Blade 剃须刀
架
Sanitary Protection卫
生用品
Diaper婴儿尿布
Baby Powder爽身粉
Baby Wipers婴儿柔
湿巾
Lip Palm润唇膏
59.1% 59.1%
54.9%
59.6%
CS D碳酸饮料Packag e W ater包装水JUICE即饮果汁Read to Drin k Tea即饮茶
27.6%
5.9%5.4%
创可贴维生素片钙片
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-58-
Food(食品)
Cooking(烹调产品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
51.2%
46.9%46.7%46.6%
28.3%
19.9%
15.2%
7.0%
4.1%3.7% 3.7%
Instant Noodles速食面Crisp Snack Food干脆小食Canned Food罐头Jelly/Puddings果冻/布丁Baby Food婴儿食品Frozen Snack速冻点心
Instant Noodles速食面
Biscuit饼干
Crispy Snack Food干脆小食
Preserved Fruits/Nuts
腌制零食/干果
Canned Food罐头
Tea Bag包装茶叶
Jelly/Puddings果冻/布丁
48.7%
46.1%
41.3%
35.1%
18.8%
14.4%
10.2%
7.0%
3.1%
Soy Sauce酱油
Vinegar醋
MSG味精/鲜味料
Chinese Paste中国酱
Chicken Bouillon
调味鸡精
Edible Oil食用油
Tomato Ketchup
蕃茄沙司
Fried Mix炸料
Quick Soup快熟汤
Cereal麦片
Baby Food婴儿食品
Slimming Dietary Supplements
减肥口服产品
Frozen Snack速冻点心
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-59-
Household Cleaning (家庭卫生用品)
Dairy(奶制品) Alcohol Drink(酒精类饮品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
47.9%
8.5%
14.8%
18.4%
37.5%
3.9%3.4%4.3%
51.2%
24.5%
Laundry Detergent洗衣
粉
Insecticide杀虫剂Household Surfact
Cleaning Aids家居辅助
清洁用品
Air Freshener空气清新
剂
Plastic Warp保鲜膜
Laundry Detergent
洗衣粉
Dish Washing Liquid
洗洁精
Insecticide杀虫剂
Personal Leather Care
鞋油皮革护理剂
Household Surfact Cleaning Aids
家居辅助清洁用品
Household Cleaning Product
家庭清洁用品
Air Freshener
空气清新剂
34.0%
30.3%
9.0%
4.4%2.9%
42.1%
Ic e C ream冰淇淋Yo gurt/Yo gurt Drink酸奶L iq u id Milk液体奶Milk P o w d e r即溶奶粉Infant Milk F o rmular婴儿奶粉S weetened C o nd ed s ed Milk炼奶
Ice Cream冰淇淋
Yogurt/Yogurt Drink酸奶
Liquid Milk液体奶
Milk Powder即溶奶粉
Infant Milk Formular
婴儿奶粉
Sweetened Condensed Milk
炼奶
Fabric Softner
衣物柔顺剂
Plastic Warp保鲜膜
Plastic Bag保鲜袋
53.8%
51.7%
22.6%
7.2%
1.5%1.1%
中国白酒Beer啤酒Wine葡萄酒Lo c al Brand y国产白兰地JV Brand y进口/合资白兰地Whis ky威士忌
Chinese Wine
中国白酒
Beer啤酒
Wine葡萄酒
Local Brandy
国产白兰地
JV Brandy
进口/合资白兰地
Whisky威士忌
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
·上一篇：责任编辑-46-
ACNielsen Retail Market Study
AC尼尔森零售普查
INTRODUCTION
China, one of the most fast-changing FMCG markets in the world,
has been growing at a staggering pace for the last 10 years. It is
creating opportunities and challenges for both multinational and
local suppliers. As a result, understanding the market's structure
and development is as important as ever to successful marketing.
Retail Market Study Results
In regions covered by ACNielsen's 2004 Retail Market study,
there were an estimated 4.5 million outlets compared to 4.6 million
in 2003, that handled fast moving consumer goods (FMCGs) in
cities and towns. This represents an annual growth rate of 0%.
Sales of FMCG products through these outlets have grown from
RMB 38.5 billion in 2003 to 40.6 billion in 2004. This represents
an annual growth rate of 5% compared to the 2003 estimate of
38.5 billion. Thus sales per store has grown by 9%.
The changes by geography, population centre and store type all
vary significantly from the national averages. Sales of cities growth
fast than town while significant growth of the modern trade
*
is
again evidenced. The number of modern trade stores has increased
35% from 2003, which contribute by convenience stores .but sales
have increased 21% meaning that the sales per outlet have
decreased. This would mean that one must achieve distribution in
a growing number of stores, in order to remain exposed to the same
share of consumer expenditure.
前 言
作为全球最富有生机的快速消费品市场之一,过去10年
以来中国一直在以惊人的速度持续增长.这无疑给本土企业
和外资企业都带来了许多机会和挑战.正因为如此,了解零售
市场的结构和发展态势开始变得和制定成功的市场策略同样
重要.
零售普查结果
在AC尼尔森2004年零售普查所覆盖的区域当中,预计
城镇地区共计有450万个销售快速消费品的零售网点,与2003
年相比未有增长.
这些零售网点的销售额在2002年为362亿元,2003年这
一数字大约为385亿元.2004年的销售额进一步达到406亿
元,同比增长了5%.由于零售网点数量已开始减少而销售额
有5%的速度增长,因此单店的销售额与2003年相比增长了
9%.
不同地理区域,不同人口分布以及不同门店类型与全国整
体趋势相比情况都有明显的差别.整体销售额上,城市比乡镇
增长尤其迅速,而现代渠道
*
的增长仍然明显.现代渠道门店
数量较2003年增加了35%,当中的增长由便利店所带动,意
味着门店的开设更贴近消费者.而同时销售额的增长率仅为
21%,因此单店的销售额呈下降趋势.这也意味着为争取到同
等比例的消费者的花费,生产商需要增加铺货的范围,把货铺
到更多的门店.
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-47-
ACNielsen Retail Market Study
AC尼尔森零售普查
现代渠道仅占全国零售网点总量的1%,但其销售额所占
的比例却占了全国销售总额的33%以及主要城市(4大重点城
市加上23个A类城市)
**
销售额的57%.2004年全国大卖场
的门店数量增长了37%,但销售额仅增长了26%,因此单店
的销售额下降了8%.
虽然现代渠道在持续增长,传统渠道
***
仍然占所有零售
网点的99%,与2003年相比销售额下降1%, 门店数量减少4%,
因此单店的销售额上升了5%.
注解:
*现代渠道包括大卖场,超市,便利店.
**4个重点城市:北京,上海,广州和成都
23个A类城市:
北区: 长春,大连,哈尔滨,沈阳,太原,石家庄,青岛,
济南,天津
东区: 杭州,南京,郑州,合肥
南区: 武汉,长沙,福州,南昌,深圳
西区: 重庆,西安,贵阳,南宁,昆明
***传统渠道包括杂货店,售货亭以及其他类型的店铺.
The modern trade, accounts for less than 1% of total national
store count but contributes 33% of total national sales and 57% of
key city (4 key cities + 23 A Cities)
**
total sales. Hypermarkets at
the national level have increased by 37% in store numbers between
2003 and 2004, and 26% in sales, which means that the per store
sales have decreased by 8%.
Although the modern trade is increasing, the traditional trade
***
still accounts for 99% of outlets, and there has been annual growth
of -4% from 2004, whilst sales have decreased 1% V.S. 2004. Per
store sales have slight growth of 5%.
Note:
*Modern trade includes hypermarkets, supermarkets,
convenience stores.
**4 Key Cities: Beijing, Shanghai, Guangzhou, Chengdu
23 A Cities:
North: Changchun, Dalian, Haerbin, Shenyang, Taiyuan,
Shijiazhuang, Qingdao, Jinan, Tianjin,
East: Hangzhou, Nanjing, Zhengzhou, Hefei
South: Wuhan, Changsha, Fuzhou, Nanchang, Shenzhen
West: Chongqing, Xi'an, Guiyang, Nanning, Kunming.
***Traditional trade includes groceries, kiosks and other
miscellaneous store types
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-48-
FMCG Retail Market Development
非耐用消费品零售市场总体发展
ACNielsen Defined National (City & Town) AC尼尔森定义的全国(城市+城镇)
Growth Rate of FMCG Outlet Count & Sales Turnover
非耐用消费品零售网点数量和销售增长率
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG ACV (million RMB)
非耐用消费品销售额 (百万元)
FMCG Outlet ('000)
非耐用消费品零售网点数量('000)
4,648
2002 2003 2004
4,6424,481
+0%
-3%
2002 2003 2004
36,193
38,459
40,620
+6%
+6%
-3
-5
2
-8
6
35
ACNielsen Defined National
(City+Town)
AC尼尔森定义的全国(城市+城镇)
Cities 城市
Towns 城镇
FMCG Outlets
% Chg 04 vs 03
网点数增长率
04年比03年
FMCG Sales/Outlets
% Chg 04 vs 03
单点销售额增长率
04年比03年
FMCG Sales
% Chg 04 vs 03
网点销售额增长率
04年比03年
0
7
6
-1
1
21
9
9
6
-10
8
-6
Hyper/Supermarket 大卖场/超市
Grocery/Kiosk 杂货店/售货亭
All Other Stores 其他类型商店
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-49-
FMCG Retail Market Structure by Shop Type
非耐用消费品零售市场结构(按商店类型划分)
ACNielsen Defined National (City & Town) AC 尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
DEFINDED NATIONAL CITIES + TOWNS 定义的全国城市+城镇
Total FMCG Handlers 4,648,616 4,642,355 4,480,940 -3% 36,193 38,459 40,620 6%
所有非耐用消费品销售网点100% 100% 100% 100% 100% 100%
Hyper/Supermarkets/CVS 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
大卖场/超市/便利店0.6% 0.9% 1.2% 26.2% 29.1% 33.4%
Grocery + Kiosk 3,247,097 3,214,610 2,960,426 -8% 24,001 24,382 24,146 -1%
杂货店+售货亭69.9% 69.2% 66.1% 66.3% 63.4% 59.4%
Other FMCG Handlers 1,373,405 1,387,370 1,466,043 6% 2,713 2,876 2,904 1%
其他非耐用消费品销售网点29.5% 29.9% 32.7% 7.5% 7.5% 7.1%
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
DEFINDED NATIONAL CITIES + TOWNS 定义的全国城市+城镇
Total FMCG Handlers 4,648,616 4,642,355 4,480,940 -3% 36,193 38,459 40,620 6%
所有非耐用消费品销售网点100% 100% 100% 100% 100% 100%
National City 2,460,966 2,505,755 2,461,346 -2% 27,454 29,415 31,568 7%
全国城市52.9% 54.0% 54.9% 75.9% 76.5% 77.7%
> A-Cities + BJ/SH/GZ/CD 645,652 665,209 663,774 0% 12,448 13,273 14,761 11%
23个A 类城市 + 北京/上海/广州/成都13.9% 14.3% 14.8% 34.4% 34.5% 36.3%
>National Other Cities 1,815,314 1,840,546 1,797,572 -2% 15,006 16,141 16,807 4%
全国其他城市39.1% 39.6% 40.1% 41.5% 42.0% 41.4%
National Town 2,187,650 2,136,600 2,019,594 -5% 8,739 9,045 9,052 0%
全国城镇47.1% 46.0% 45.1% 24.1% 23.5% 22.3%
FMCG Retail Market Structure by City & Town
非耐用消费品零售市场结构(按城市+城镇划分)
ACNielsen Defined National (City & Town)/AC尼尔森定义的全国(城市+城镇)
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-50-
FMCG Modern Trade Development by Cities Level
非耐用消费品的现代通路市场结构发展(按城市划分)
ACNielsen Defined National (City & Town)
AC尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of OutletsGrowthMillion RMBGrowth
售卖非耐用消费品的商店总数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
Total NATIONAL CITIES+TOWNS定义的全国城市+城镇
-Total Modern Trade 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
整体现代通路100% 100% 100% 100% 100% 100%
- Cities - Modern Trade 21,722 30,973 39,436 27% 8,869 10,351 12,659 22%
整体城市 - 现代通路100% 100% 100% 100% 100% 100%
>23 A - Cities - Modern Trade 5,788 8,144 10,569 -1% 3,119 3,618 4,109 14%
整体23个A类城市 - 现代通路20.6% 20.2% 19.4% 32.9% 32.3% 30.3%
>Bejing - Modern Trade 940 1,723 2,336 36% 1,002 1,150 1,289 12%
北京 - 现代通路3.3% 4.3% 4.3% 10.6% 10.3% 9.5%
>Shanghai - Modern Trade 3,576 5,036 5,746 14% 1,301 1,499 1,983 32%
上海 - 现代通路12.7% 12.5% 10.5% 13.7% 13.4% 14.6%
>Guangzhou - Modern Trade 499 712 909 28% 335 395 645 63%
广州 - 现代通路1.8% 1.8% 1.7% 3.5% 3.5% 4.8%
>Chengdu - Modern Trade 455 581 1,228 111% 164 182 334 84%
成都 - 现代通路1.6% 1.4% 2.3% 1.7% 1.6% 2.5%
>Other Cities - Modern Trade 10,464 14,778 18,649 26% 2,948 3,507 4,299 23%
其他整体城市 - 现代通路37.2% 36.6% 34.2% 31.1% 31.3% 31.7%
-Town - Modern Trade 6392 9402 15036 60% 610 851 911 7%
城镇 - 现代通路22.7% 23.3% 27.6% 6.4% 7.6% 6.7%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-51-
FMCG Modern Trade Development by Store Size
非耐用消费品的现代通路市场结构发展(按商店规模划分)
ACNielsen Defined National (City & Town)
AC尼尔森定义的全国(城市+城镇)
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
NATIONAL CITIES+TOWNS 全国城市+城镇
-Total Modern Trade 28,114 40,375 54,471 35% 9,480 11,202 13,570 21%
整体现代通路100% 100% 100% 100% 100% 100%
>Hypermarkets 726 855 1,175 37% 3,139 3,525 4,446 26%
大卖场2.6% 2.1% 2.2% 33.1% 31.5% 32.8%
>Supermarkets 1,848 2,355 3,297 40% 1,685 2,001 2,336 17%
超市6.6% 5.8% 6.1% 17.8% 17.9% 17.2%
Mini Markets (1000 - sq.m.) 21,800 24,693 30,755 25% 4,334 4,646 5,492 18%
小型超市 (1000 - 平方米)77.5% 61.2% 56.5% 45.7% 41.5% 40.5%
>Convenience Stores 3,739 12,472 19,244 54% 323 1,029 1,296 26%
便利店13.3% 30.9% 35.3% 3.4% 9.2% 9.6%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-52-
FMCG Modern Trade Development by Store Size
非耐用消费品的现代通路市场结构发展(按商店规模划分)
ACNielsen Defined A - Cities
AC尼尔森定义的A类城市
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
DEFINED NATIONAL - A CITIES 定义的 全国A类城市
-Total Modern Trade 5,788 8,144 10,569 30% 3,119 3,618 4,109 14%
整体现代通路100% 100% 100% 100% 100% 100%
>Hypermarkets 348 433 544 26% 1,532 1,728 2,026 17%
大卖场6.0% 5.3% 5.1% 49.1% 47.8% 49.3%
>Supermarkets 608 630 846 34% 523 553 574 4%
超市10.5% 7.7% 8.0% 16.8% 15.3% 14.0%
Mini Markets (1000 - sq.m.) 4,368 5,726 6,947 21% 1,025 1,237 1,351 9%
小型超市 (1000 - 平方米)75.5% 70.3% 65.7% 32.9% 34.2% 32.9%
>Convenience Stores 464 1,355 2,222 64% 38 100 158 58%
便利店8.0% 16.6% 21.0% 1.2% 2.8% 3.8%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-53-
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Tradition Trade Development by Cities Level
非耐用消费品的传统通路市场结构发展(按城市划分)
ACNielsen Defined National (City & Town )
AC尼尔森定义的全国(城市+城镇)
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数 年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 % 2002 2003 2004 %
Total NATIONAL CITIES+TOWNS定义的全国城市+城镇
- Total Tradition Trade 4,620,502 4,601,980 4,426,469 -4% 26,714 27,258 27,257 0%
整体传统通路100% 100% 100% 100% 100% 100%
- Cities - Tradition Trade 2,439,244 2,474,782 2,421,910 -2% 18,585 19,064 18,909 -1%
整体城市 - 传统通路52.8% 53.8% 54.7% 69.6% 69.9% 69.4%
>23 A - Cities - Tradition Trade 433,402 443,655 434,935 -2% 4,405 4,398 4,378 0%
整体23个A类城市 - 传统通路9.4% 9.6% 9.8% 16.5% 16.1% 16.1%
>Bejing - Tradition Trade 51,577 54,31 55,154 2% 531 495 490 -1%
北京 - 传统通路1.1% 1.2% 1.2% 2.0% 1.8% 1.8%
>Shanghai - Tradition Trade 62,903 62,350 63,682 2% 857 799 794 -1%
上海 - 传统通路1.4% 1.4% 1.4% 3.2% 2.9% 2.9%
>Guangzhou - Tradition Trade 62,370 62,197 62,322 0% 435 426 426 0%
广州 - 传统通路1.3% 1.4% 1.4% 1.6% 1.6% 1.6%
>Chengdu - Tradition Trade 24,142 26,499 26,895 1% 300 311 312 0%
成都 - 传统通路0.5% 0.6% 0.6% 1.1% 1.1% 1.1%
>Other Cities - Tradition Trade 1,804,850 1,825,769 1,778,923 -3% 12,058 12,634 12,509 -1%
其他整体城市 - 传统通路39.1% 39.7% 40.2% 45.1% 46.3% 45.9%
-Town - Tradition Trade 2,181,259 2,127,198 2,004,558 -6% 8,129 8,194 8,141 -1%
城镇 - 传统通路47.2% 46.2% 45.3% 30.4% 30.1% 29.9%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-54-
ACNielsen Retail Market Study
AC尼尔森零售普查
FMCG Modern Trade Development by Shop Type
非耐用消费品零售市场结构(按商店类型划分)
4 Key Cities - Beijing, Shanghai, Guangzhou, and Chengdu
4个重点城市 - 北京,上海,广州和成都
FMCG Store Counts Annual Monthly FMCG Sales Annual
Number of Outlets GrowthMillion RMB Growth
售卖非耐用消费品的商店数年度增长率非耐用消费品月销售额(百万元)年度增长率
2002 2003 2004 (%) 2002 2003 2004 (%)
BEIJING北京52,517 56,036 57,489 3% 1,532 1,644 1,779 8%
-BJ Hyper market -北京卖场63 64 67 5% 363 366 336 -8%
-BJ Supermarket/CVS -北京超市/便利店877 1,659 2,269 89% 639 783 953 23%
-BJ Grocery/Kiosk -北京杂货店 /售货亭37,574 35,214 31,007 -12% 504 460 455 -1%
-BJ Others -北京其他类型商店14,003 19,099 24,147 26% 26 35 35 0%
SHANGHAI上海66,479 67,386 69,427 3% 2,159 2,298 2,777 21%
-SH Hyper market -上海卖场73 93 104 12% 584 681 827 21%
-SH Supermarket/CVS -上海超市/便利店3,503 4,943 5,642 14% 718 818 1,156 41%
-SH Grocery/Kiosk -上海杂货店 / 售货亭49,471 43,250 39,448 -9% 825 755 749 -1%
-SH Others -上海其他类型商店13,432 19,100 24,234 27% 32 44 45 2%
GUANGZHOU广州62,940 62,952 63,231 0% 770 821 1,071 30%
-GZ Hyper market -广州卖场10 15 36 140% 75 102 238 133%
-GZ Supermarket/CVS -广州超市/便利店489 697 872 25% 260 293 406 39%
-GZ Grocery/Kiosk -广州杂货店 / 售货亭47,412 44,172 40,928 -7% 407 393 392 0%
-GZ Others -广州其他类型商店14,958 18,025 21,394 19% 28 33 34 3%
CHENGDU成都24,594 27,080 28,122 4% 463 494 646 31%
-CD Hyper market -成都卖场20 27 31 15% 86 110 204 85%
-CD Supermarket/CVS -成都超市/便利店435 554 1,197 116% 78 72 130 81%
-CD Grocery/Kiosk -成都杂货店 / 售货亭18,175 19,133 18,465 -3% 285 294 295 0%
-CD Others -成都其他类型商店5,967 7,366 8,430 14% 15 17 18 6%
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-55-
ACNielsen Retail Market Study
AC尼尔森零售普查
Sales Composition (%) in Modern Trade
4个重点城市和23个A类城市现代通路中非耐用消费品的销售额比重
Morden Trade ACV Importance 现代通路非耐用消费品的销售额比重
2002 2003 2004
CITY城市(%) (%) (%)
Beijing 北京65.4 69.9 72.5
Shanghai 上海60.3 65.2 71.4
Nanjing 南京46.8 51.6 63.4
Qingdao 青岛61.3 62.8 62.8
Guangzhou 广州43.5 48.1 60.2
Jinan 济南55.5 52.5 58.7
Tianjin 天津55.4 59.9 55.1
Shenzhen 深圳42.2 45.1 54.2
Chengdu 成都35.4 36.8 51.7
Changsha 长沙39.8 44.1 51.4
Hangzhou 杭州49.4 53.4 50.1
Fuzhou 福州38.6 44.0 50.1
Taiyuan 太原46.7 50.7 49.6
Hefei 合肥37.1 39.5 49.1
Nanning 南宁47.8 49.3 48.5
Haerbin 哈尔滨41.6 43.3 47.9
Changchun 长春43.6 46.7 47.6
Shijiazhuang 石家庄37.5 41.3 47.4
Chongqing 重庆35.2 40.4 44.3
Xian 西安36.0 40.7 44.0
Dalian 大连41.5 45.2 44.0
Guiyang 贵阳29.3 33.8 42.3
Wuhan 武汉31.3 34.3 41.4
Zhengzhou 郑州27.4 37.1 40.3
Shengyang 沈阳40.1 44.7 39.7
Kunming 昆明31.4 34.0 35.1
Nanchang 南昌39.3 41.1 34.2
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-56-
FMCG All-Commodity Value (ACV) by 4 key cities + 23 "A" Cities in China
中国4个重点城市和23个"A"类城市非耐用消费品的销售额
ACNielsen Retail Market Study
AC尼尔森零售普查
0 500 1,000 1,500 2,000 2,500 3,000
Nanning 南宁
Hefei 合肥
Nanchang 南昌
Taiyuan 太原
Guiyang 贵阳
Fuzhou 福州
Shijiazhuang 石家庄
Jinan 济南
Changsha 长沙
Qingdao 青岛
Zhengzhou 郑州
Chongqing 重庆
Kunming 昆明
Dalian 大连
Haerbin 哈尔滨
Shenyang 沈阳
Changchun 长春
Xi'an 西安
Hangzhou 杭州
Nanjing 南京
Tianjin 天津
Chengdu 成都
Wuhan 武汉
Shenzhen 深圳
Guangzhou 广州
Beijing 北京
Shanghai 上海
Morden Trade 现代通路Total 整体
(Million RMB)
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-57-
Personal Care (个人护理产品)
Soft drink(饮料) OTC(药品) Others(其他用品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
Personal Wash香皂/沐浴露
Shampoo洗发水
Skin Moisturizer护肤品
Facial Cleanser洗面奶
Toothpast牙膏
Toothbrush牙刷
Razor剃须刀
Razor Blade剃须刀架
Sanitary Protection卫生用品
Diaper婴儿尿布
Baby Powder爽身粉
Lip Palm润唇膏
Baby Wipers婴儿柔湿巾
CSD & Energy Drink有汽/能量饮品
Juice即饮果汁
Ready to Drink Tea即饮茶
Package Water包装水
Bandages 创可贴
Vitamin 维生素片
Calcium Tablet 钙片
54.4%52.8%
5.4%
3.5%
Small Electrical Appliances小型电器
(不包括电须刨)
Bettery电池
Small Electrical Appliances
小型电器(不包括电须刨)
Shaver电须刨
Bettery电池
Cigarette香烟
55.0%
52.7%52.6%52.2%
48.0%
24.6%
18.9%
12.8%
9.9%9.0%
6.4%
3.7% 3.7%
Personal Wash香皂/
沐浴露
Shampoo洗发水
Skin Moisturizer护肤
品
Facial Cleanser洗面
奶
Toothpast牙膏
Toothbrush牙刷
Razor剃须刀
Razor Blade 剃须刀
架
Sanitary Protection卫
生用品
Diaper婴儿尿布
Baby Powder爽身粉
Baby Wipers婴儿柔
湿巾
Lip Palm润唇膏
59.1% 59.1%
54.9%
59.6%
CS D碳酸饮料Packag e W ater包装水JUICE即饮果汁Read to Drin k Tea即饮茶
27.6%
5.9%5.4%
创可贴维生素片钙片
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-58-
Food(食品)
Cooking(烹调产品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
51.2%
46.9%46.7%46.6%
28.3%
19.9%
15.2%
7.0%
4.1%3.7% 3.7%
Instant Noodles速食面Crisp Snack Food干脆小食Canned Food罐头Jelly/Puddings果冻/布丁Baby Food婴儿食品Frozen Snack速冻点心
Instant Noodles速食面
Biscuit饼干
Crispy Snack Food干脆小食
Preserved Fruits/Nuts
腌制零食/干果
Canned Food罐头
Tea Bag包装茶叶
Jelly/Puddings果冻/布丁
48.7%
46.1%
41.3%
35.1%
18.8%
14.4%
10.2%
7.0%
3.1%
Soy Sauce酱油
Vinegar醋
MSG味精/鲜味料
Chinese Paste中国酱
Chicken Bouillon
调味鸡精
Edible Oil食用油
Tomato Ketchup
蕃茄沙司
Fried Mix炸料
Quick Soup快熟汤
Cereal麦片
Baby Food婴儿食品
Slimming Dietary Supplements
减肥口服产品
Frozen Snack速冻点心
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
Source: ACNielsen Retail Market Study / 资料来源:AC尼尔森零售普查
-59-
Household Cleaning (家庭卫生用品)
Dairy(奶制品) Alcohol Drink(酒精类饮品)
Category Penetration based on 4 key cities + 23 "A" cities (2004)
4个重点城市和23个"A"类城市品类渗透(2004)
ACNielsen Retail Market Study
AC尼尔森零售普查
47.9%
8.5%
14.8%
18.4%
37.5%
3.9%3.4%4.3%
51.2%
24.5%
Laundry Detergent洗衣
粉
Insecticide杀虫剂Household Surfact
Cleaning Aids家居辅助
清洁用品
Air Freshener空气清新
剂
Plastic Warp保鲜膜
Laundry Detergent
洗衣粉
Dish Washing Liquid
洗洁精
Insecticide杀虫剂
Personal Leather Care
鞋油皮革护理剂
Household Surfact Cleaning Aids
家居辅助清洁用品
Household Cleaning Product
家庭清洁用品
Air Freshener
空气清新剂
34.0%
30.3%
9.0%
4.4%2.9%
42.1%
Ic e C ream冰淇淋Yo gurt/Yo gurt Drink酸奶L iq u id Milk液体奶Milk P o w d e r即溶奶粉Infant Milk F o rmular婴儿奶粉S weetened C o nd ed s ed Milk炼奶
Ice Cream冰淇淋
Yogurt/Yogurt Drink酸奶
Liquid Milk液体奶
Milk Powder即溶奶粉
Infant Milk Formular
婴儿奶粉
Sweetened Condensed Milk
炼奶
Fabric Softner
衣物柔顺剂
Plastic Warp保鲜膜
Plastic Bag保鲜袋
53.8%
51.7%
22.6%
7.2%
1.5%1.1%
中国白酒Beer啤酒Wine葡萄酒Lo c al Brand y国产白兰地JV Brand y进口/合资白兰地Whis ky威士忌
Chinese Wine
中国白酒
Beer啤酒
Wine葡萄酒
Local Brandy
国产白兰地
JV Brandy
进口/合资白兰地
Whisky威士忌
GENERAL CONTENTS
GENERAL CONTENTS
总目录
总目录
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