x卫生用品集团战略行动计划-中英文对照（ppt111）

1,附录7 Appendix 7 纸尿裤 Diaper,纸尿裤的潜力很大 总人口有13亿，其中5亿生活在城市和城镇里 人口出生率是1% 城市和城镇估计每年有5百万婴儿出生 据保守估计每天用6片， 市场渗透率每增加1% 将产生1.1亿片的需求 A以每片1.5元人民币计， 市场渗透率的每一个百分点价值人民币1.64亿人民币,Diaper potential is large Population is 1.3 billion Of that population .5 billion live in cities and towns Birth rate is estimated to be 1% per year It is estimated that 5 million babies are born every year in cities and towns At a conservative usage rate of 6 pieces per day, each 1% penetration would yield 110,000,000 pieces per year. At an average price per piece of 1.5 RMB, each percent of penetration is worth RMB 164,000,000,2,纸尿裤的消费者态度和用量 Diaper Consumer Attitudes and Usage,下面摘引了几种不同的使用率但每天6片看起来是比较保守的估计 “ 30个月了， 每天用8个尿片“ 资料来源：南华早报 2001。4。13 标题：不要看不起廉价但有效的尿片 每个婴儿每年2000片 (大约每天6片) 每个婴儿总共用8000片 看起来有些季节性 婴儿纸尿裤夏季使用量大概下降50% S资料来源：医用纺织 2001。12, 标题：21世纪个人保健用品展望.,Several different usage rates have been quoted but six per day seems the conservative estimate “ using up to eight nappies a day over 30 months“ Source: South China Morning Post, April 13, 2001, HEADLINE: Cheap but effective nappies not to be sniffed at 2000 per year per baby (about 6 per day) 8000 per baby total There appears to be some seasonality baby diaper consumption in China reduces by up to 50% during the summer months Source: Medical Textiles,December 1, 2001, HEADLINE: Prospects for personal care products in the 21st century.,3,附录7 Appendix 7 纸尿裤 Diaper,实现潜能要花很长时间 例如：一个不为人知的事实是，虽然有13依人口但只有百分之2到2.5的中国消费者买得起西式的产品。 资料来源：精确市场营销 2001 5。1。 标题：通过文化来了解你的顾客 中国希望经济的总量到2010年翻一翻。很多人，包括美国财政部，预计中国将在20年后成为世界第二经济大国。 资料来源：零售周刊 2001年11月2日 标题：新兴市场 外国人打破中国的围墙。,Although it may take a long time to realize the potential For example, it's a little -known fact that despite having a population of 1.3 billion, only somewhere between two and two and a half per cent of Chinese consumers can actually afford to buy western-style products. Source: Precision Marketing, May 1, 2000, HEADLINE: Understand the culture to know your customer China expects to double the size of its economy by the end of the decade. Many estimates, including the US Treasury, forecast it will become the world's second largest economy within 20 years. Source: Retail Week , November 2, 2001, HEADLINE: Emerging markets - Foreigners break the Chinese wall.,4,附录8 Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,此类产品品牌众多,The category is highly fragmented,5,附录8 Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,全国最大的三个品牌： 帮宝适、安儿乐和菲比,The top three brands on a national basis are P&G, Anerle and Fitti,邦宝适 安儿乐 菲比 婴怡乐 好孩子,6,附录8 Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,Of the top 20 brands in the Eastern Region, the most brand developed region, 11 are regional brands,在品牌最多的东部地区，20个牌子中有11个是地区性品牌,7,Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,地区性差异不大 帮宝适和安儿乐总在前3名 但帮宝适在西部地区表现异常强劲,There were no major differences by region Pampers and Anerle always made the top 3 But Pampers shows unusual strength in the West,西,中,东,8,附录8 Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,这种潜力吸引了跨国公司 B因为那里市场渗透率几乎达到100%，而人口出生率平稳甚至下降，纸尿裤行业正走出美国、欧洲和日本这样的发达国家以寻求未来的发展。 资料来源：无纺布工业,2001年12月1日 标题: 卫生带来的挑战,This potential has attracted multi-national firms Because penetration is at nearly 100% and birth rates are flat or declining, the diaper industry is looking outside of the developed regions of North America, Western Europe and Japan for future growth. Source: Nonwovens Industry, December 1, 2001,HEADLINE: The challenges of good hygiene,9,附录8 Appendix 8 纸尿裤竞争形势纵览 Diaper Competitive Overview,现在是利用技术创新形成竞争优势的好机会 在成熟的婴儿纸尿裤市场，生产商要做好两件事才能扩大销售，增加市场份额：一要靠产品特色来吸引父母，比如高吸收率、对皮肤无害、特别合身以及产品功能良好等等；另一方面要放眼那些新兴的市场，当地的很多父母过去没有钱为他们的婴孩购买一次性的尿裤 资料来源：无纺工业 2001年1月1日, 标题：养育婴孩 - 保洁公司,It's an opportunity to leverage their technological innovations to great advantage versus competition In the mature baby diaper market, manufacturers have had to do two things to expand their sales and market share. For one, they have had to wow parents with extras such as high absorbencies, skin care benefits, superior fits and performance improvements; for another they have had to look globally to the developing markets where not every parent has historically had the extra funds necessary to equip their infants with disposable diapers. Source: Nonwovens Industry, January 1, 2001, HEADLINE: Bringing Up Baby; Procter and Gamble Co.,10,附录8 Appendix 8 纸尿裤竞争形势纵览 宝洁公司 Diaper Competitive Overview P&G,P&G预计在中国的纸尿裤市场加大投入 保洁公司和它的很多竞争对手将来会形成一个较少的品牌组合，注意力会集中在少数几个国际性的名牌上。这意味着只有适应市场的品牌才能持续。 假如我们认为在合理的时间里如果没办法从某一品牌中获利那我们就会把它取消 W我们最近宣布我们取消了Secret（除臭剂）这个牌子.,P&G is expected to have a large commitment to diapers in China The future for P&G and many of its rivals lies with a pared down brand portfolio and a focus on fewer, global brands. This means brands have been culled where appropriate. 'If we don't believe there's any way we can make financial sense out of a brand within a reasonable time frame then we will close it down. We recently announced that we are closing down (deodorant brand) Secret.,11,附录8 Appendix 8 纸尿裤竞争形