Henkel added information.pptVIP免费

-1-Henkel-issue-5-29-xConsolidationofseparatelogisticofdifferentbrandsisalsonecessaryCurrentstatusofHenkel’slogisticCurrentstatusofHenkel’slogisticProblemsProblems•Scatteredlogisticresourcecannotsupportdeepdistribution•Morewarehouse•Moretransportation•Underminingabilitytonegotiatewiththethirdpartylogisticprovider•Hardtogaindistributor’ssupportfordeepdistributionConsolidatingnationallogisticsystemtosupportoneortwomajorbrandsGulinTianjingTiantianWIPPSegull-2-Henkel-issue-5-29-xMostofHenkel’sbrandsfocusonmiddleandlowendproductwhichisacceptabletoruralconsumerHighend(price>10RMB/kg)Highend(price>10RMB/kg)Middleend(7RMB/kg≤price≤10RMB/kg)Middleend(7RMB/kg≤price≤10RMB/kg)Lowend(price<7RMB/kg)Lowend(price<7RMB/kg)BrandMarketsharePricePersil0.113.1BrandMarketsharePriceWIPP0.89.6BrandMarketsharePriceSeagull2.36.0Tianjin2.07.0Tiantian0.86.6Guilin0.96.6Acceptablebyruralconsumer-3-Henkel-issue-5-29-xIntheseyears,Henkelkeepslosingmarketshare*:Persil,MulanandHenkoistoosmalltobecalculatedSource:ACNielsenretailingaudit(1995~1999)MarketshareofHenkel’smajorbrands*2.7%1.1%1.5%0.6%3.3%4.3%2.9%2.1%0.7%2.4%1.8%2.0%1.0%3.3%2.2%1.2%0.9%2.6%3.9%2.4%2.0%0.7%0.6%0.2%0.1%Dec.1995Dec.1996Dec.1997Dec.1998Dec.199911.5%11.5%11.2%11.2%9.4%9.4%8.4%8.4%6%6%seagullGuilinTiantianTianjinWIPP-4-Henkel-issue-5-29-xPresentlyHenkelhasestablisheditsbaseinruralmarkettosomeextent.MostbrandshavealreadybeenacceptedbyruralconsumerMarketshareofHenkel’sbrandsincity&town(Feb-Mar.2000)MarketshareofHenkel’sbrandsincity&town(Feb-Mar.2000)AnalysisAnalysis•Henkelhasdevelopeditsdetergentbusinessthroughaseriesofacquisitionoflocalbrands,whichhavealreadyestablishedtheirownbusinessinlocalcity&town•TiantianandTianjinhavebeenmostpopularinnorthChinaforover5years•GuilinisatraditionalbrandinwestChina•Seagullisastrongeasternbrandanditisverypopularinruralarea0.8%1.8%1.0%0.6%0.8%0.6%0.9%0.5%1.8%1.5%CityTown5.43%5.10%WIPPTiantianGuilinTianjinSeagullSource:ACNielsenretailingaudit1999-2000-5-Henkel-issue-5-29-xHenkel’sseparatedregionalbrandcannotresistthecompetitionfromnationalbrands(1)Marketshareindifferentregion(1999)Marketshareinmajorregion(1999)TiantianSeagull0.0%4.0%0.0%SouthEastNorthWest4.3%0.5%2.1%1.5%SouthEastNorthWest4.9%3.9%4.2%3.3%2.9%5.0%JanMarMayJulSepNov5.3%4.6%3.8%3.0%1.4%5.6%JanMarMayJulSepNovNorth-6-Henkel-issue-5-29-xHenkel’sseparatedregionalbrandcannotresistthecompetitionfromnationalbrands(2)Marketshareindifferentregion(1999)Marketshareinmajorregion(1999)GuilinTianjin3.8%0.5%SouthEastNorthWest0.0%5.7%3.9%0.1%SouthEastNorthWest4.3%3.8%3.9%3.7%3.2%3.9%JanMarMayJulSepNov6.6%5.9%3.9%5.7%5.3%4.2%7.0%JanMarMayJulSepNovWestNorth-7-Henkel-issue-5-29-xHenkel’sseparatedregionalbrandcannotresistthecompetitionfromnationalbrands(3)Marketshareindifferentregion(1999)Marketshareinmajorregion(1999)WIPPPersil0.1%2.3%0.4%0.9%SouthEastNorthWest0.0%0.3%0.0%0.0%SouthEastNorthWest2.7%2.2%2.1%1.9%2.1%2.8%JanMarMayJulSepNov0.3%0.3%0.3%0.3%0.2%0.3%JanMarMayJulSepNov-8-Henkel-issue-5-29-xButHenkelshouldalsoraiseitsdistributioncoverageinruralareaforitsdistributioninruraliscomparativelyweakHenkel’sdistributioncoverageisstrongerincitythaninruralHenkel’sdistributioncoverageisstrongerincitythaninruralComparedwithordercompetitorsHenkel’sbrandsareweakinruraldistributionComparedwithordercompetitorsHenkel’sbrandsareweakinruraldistr...