统一饮料事业部品牌规划 奶茶全国奶茶品类 06 07 08 年销售趋势0102030405060708090100JUL06 AUG06 SEP06 OCT06 NOV06 DEC06 JAN07 FEB07 MAR07 APR07 MAY07 JUN07 JUL07 AUG07 SEP07 OCT07 NOV07 DEC07 JAN08 FEB08 MAR08 APR08 MAY08 JUN0802468101214销售量(百万升)销售额(百万元)麒麟奶茶 PET500ml 上市娃哈哈启力呦呦奶茶 PET500ml 上市06/07-07/0607/07-08/06成长率销售额（千元）175724594719238.4%销售量（千升）2163376822255.1%平均价格（元/L）8.17.7-4.7%人均消费额（元/人）0.130.45235.9%人均消费量（升/人）0.020.06252.4%随着麒麟午后奶茶、娃哈哈呦呦奶茶 PET 500ml 产品的上市，迅速扩大了奶茶的整体市场规模Source: ACNielsen RETAIL AUDIT CHINA奶茶品类包材别成长趋势图16.94.73914.177.711.93.632.2010203040506070809010006/07-07/0607/07-08/06罐利乐包装塑料瓶其它包装销售量（ 000Liter ）％奶茶娃哈哈呦呦、麒麟午后等品牌迅速拓展了 PET 奶茶的市场销量06/07-07/06 07/07-08/06成长率千升697559667755.4%千箱9307956755.4%千升84321080928.2%千箱1405180128.2%千升36603593-1.8%千箱436428-1.8%PETTPCANSource: ACNielsen RETAIL AUDIT CHINA奶茶品类渠道别成长趋势图76.557.821.740.41.81.8010203040506070809010006/07-07/0607/07-08/06现代化渠道传统渠道其他销售量（ 000Liter ）％奶茶06/07-07/06 07/07-08/06成长率千升1655644447168.5%TP千箱27597408168.5%PET千箱22085926168.5%千升469131017561.2%TP千箱7825170561.2%PET千箱6264136561.2%现代化渠道传统渠道传统通路占比有所提升，成长率大大高于现代化通路Source: ACNielsen RETAIL AUDIT CHINA区域别奶茶品类主要品牌市占率分析区域统一娃哈哈麒麟备注06/07-07/0607/07-08/0606/07-07/0607/07-08/0606/07-07/0607/07-08/06全国68.525.9045.224.425.9东北98.410.4088.000华北34.15.8050.748.237.1北京华东26.110.2010.667.476.3上海华中94.933.3065.02.01.2湖北＋湖南华南94.074.407.35.818.2珠三角西部93.628.9061.21.56.3陕西＋四川新疆无数据郑州80.69.9084.82.31.0安徽＋河南销售量％奶茶Source: ACNielsen RETAIL AUDIT CHINA九省四市奶茶品类主要品牌市占率分析九省四市统一娃哈哈麒麟200720082007200820072008辽宁98.410.4088.000河北88.76.6086.303.7北京34.15.8050.748.237.1天津95....
