In the satchel that Xiao Yi carried with her, in addition to the mouth infrared, she also put in floss and mouthwash. The consumption scene of the oral care industry is no longer limited to the washstand at home. "When I choose toothpaste and electric toothbrush, I pay more attention to the whitening effect." Maintaining a mouth full of white teeth raises the expectation of a pair of smaller beauties, and people are more confident. She revealed that in order to keep her teeth whitened, she usually tries to drink as little as possible such as coffee and tea.
The younger generation, who grew up in the Internet age, are loyal fans of high value, and these people have become the main consumer group in the oral care market. CBNData's "Healthy Life Consumption Trend Report" shows that in recent years, the attention to oral health in mainland China has generally increased, of which 72% of consumers believe that oral problems will affect social confidence, and 67% of consumers believe that oral problems affect appearance.
Capital is also pouring into the oral services market. According to the statistics of arterial network, in the first half of 2021, a total of 33 financing events occurred in the primary oral market, with a total financing amount of more than 5 billion yuan, reaching the highest in history. Euromonitor Consulting has issued a report that the market size of the oral care industry in mainland China is about 7.101 billion US dollars, and it is expected to continue to grow at an annual growth rate of 8% to 12% in the future, reaching a market size of 100 billion within 10 years.
The oral care industry has entered a new inflection point. Vimax (the parent company of the Shuke brand) was the first to perceive that the oral care market is moving from functionalism to beauty. In the recent Tmall 2021 Double Twelve, a number of its brand Shuke single products occupied the top of the sales list of many oral whitening products.
Vimax's founding team realized that the economic outlet of aesthetic teeth had arrived.
Take the lead in cutting into the oral beauty track
At the beginning of this century, the awareness of oral health care of domestic consumers is still very weak, and domestic toothpaste brands are difficult to "break through" in front of the strong marketing system and financial strength of foreign-funded enterprises, but this does not mean that the industry pattern has been determined.
The founding team of Vichy believes that the mindset of "only selling toothpaste" has plagued the development of traditional brands to some extent. According to the data of the Fourth National Oral Health Epidemiological Survey conducted in 2015, the prevalence of oral diseases in the mainland is still as high as more than 90%. Traditional brushing methods can not completely remove food debris, once the formation of plaque, it may cause oral problems. In this context, the "one-stop oral care" brand Shuke was born.
Shuke's positioning gave a new definition and environment to the oral care market at that time, from the competition of single categories such as toothpaste or toothbrush to the comprehensive comparison of all products in the oral care market. For example, in addition to toothpaste, Shuke refined oral care products, and also launched products such as dental floss sticks, tongue scrapers, and mouthwashes. For consumers, the probability of oral diseases can also be reduced. The concept of morning and evening oral care proposed by Shuke has improved consumers' most basic oral care awareness through continuous education in the market.
The SCHÜKER R&D team found that many adults have oral problems because they did not pay attention to protecting their teeth from an early age. The subjective initiative of the baby is very poor, and not brushing your teeth seriously gives parents the most headache. How to make babies fall in love with brushing teeth, solve the pain points of parents, and cut into the children's oral care market. In 2014, Shuke Baby, a new brand for children aged 0-12, was founded.
After Xu Xue was recommended by the shopping guide in the mother and baby store, her three-year-old daughter used the Shuke baby children's toothpaste all the time. Before planting his own teeth, Xu Xue did not take oral care too seriously, and the tooth decay in his mouth was always because he was too busy at work. Until the tooth decay was completely necrotic, Xu Xue had to spend 14,000 yuan to implant a new tooth. She is also paying more and more attention to her daughter's dental problems. In addition to changing toothpaste, her daughter's small silicone toothbrush was also replaced by a Shuke children's sonic toothbrush, and she did not want her daughter to suffer from her teeth when she grew up.
Shuke Baby has opened up the domestic children's oral health market in 7 years and achieved a leading position in the industry. Children who used to need parents to chase after brushing their teeth with toothbrush and toothpaste took the initiative to brush their teeth because of the intelligent care and fun of Shuke Baby's Sonic Electric Toothbrush. At the same time, Shuke Baby put forward the concept of children's age-sharing dental care, through the study of the oral characteristics of different ages, the children's oral development is divided into four stages: 6-24 months, 2-5 years old, 6-8 years old, 9-12 years old, and according to the oral care points of different stages, targeted development of exclusive oral care products, including toothpaste, toothbrushes, electric toothbrushes, mouthwashes, etc., to provide children with one-stop oral care programs.
In 2020, the "White Paper on The Economy of Teething" released by the social media Sina Weibo and Shuke showed that oral health, teeth neatness and aesthetics, and whitening are the main demands of consumers for dental health, and the dental project has also been extended from a single brush to orthodontics, scaling, dental veneers and the use of functional products. At that time, Shuke judged that "dental awareness" has become the key word of oral care for Chinese people at present, but correspondingly, the consumption power of the "beauty economy" of oral health is far from being fully released.
In the heart of 20-year-old Li Tong, teeth can squeeze into the top three of the ranking of the aesthetic importance of facial organs. Her parents were particularly concerned about her dental health from an early age, and she wore braces for a year after entering junior high school because of a slight protrusion of her front teeth. "When you stand in the Carrefour Daily Chemical Zone and pick toothpaste, Shuke's designed packaging will overwhelm other colorful brands and jump into the eyes."
This is basically consistent with SHUKE's user portrait. In the consumer group of Shuke, young consumers not only care about product packaging, but also care more about whether their teeth are whitened and healthy. Compared with the traditional oral care brand, Shuke has a clear advantage in the popularity of people aged 18 to 30.
Since 2021, Vimax has upgraded the brand concept of SHUKE from the original "one-stop oral care" to "one-stop oral beauty care", which is another major innovation of SHUKE. Oral care beauty cosmetics are a trend in the oral care market. Shuke believes that "since young consumers have invested so much money to study lipstick numbers, their teeth naturally stand under the flash." ”
The explosion of the "Beauty" series of products that fit the refinement of oral care and the trend of beauty has once again confirmed Shuke's judgment. The "Beauty" series includes yeast toothpaste, hyaluronic acid toothpaste, convenient jelly mouthwash and so on. Taking enzyme toothpaste and whitening toothpaste as an example, in 2020, the online sales of Shuke Enzyme series toothpaste increased by 101% year-on-year, and the offline synchronous growth reached 615%.
With a variety of bold measures, Shuke in the layers of foreign brands surrounded by the oral care industry "killed" the siege, according to Frost & Sullivan data show that in 2020 Vimax ranked fourth among all oral care companies in China in terms of retail value, with a market share of 5.3%.
For more than ten years, Shuke has always been deeply engaged in research and development as an industry leader, and has continuously created the "high-performance performance" of the brand through multi-dimensional attacks such as technology, products and innovation, established the consumer confidence of its own brand, enabled the brand to talk with consumers more closely, and provided consumers with more healthy new choices.
Hardcore underpinnings
Yan Zhuo, a programmer at a large factory, brushed his teeth twice in the morning and evening more and more like walking through the process, and if there was no breath, these three minutes might be compressed to one minute by the tense schedule. He was planted by bloggers on social media, replaced with Shuke probiotic toothpaste, and when he placed an order, he was still wondering if it was IQ tax again, and the first second the toothbrush was introduced, he liked the fresh fruit flavor.
Behind the probiotic toothpaste carries the years of scientific research precipitation and accumulation of Vimax R&D Center. "Consumers are exposed to the concept of probiotics in the field of food and health products, so whether it can play a role in the oral field is the biggest problem when we develop it." Chen Minshan, director of research and development at Vimax, said.
The R&D center first used a professional database platform to analyze the application direction of probiotics in oral products, and after determining the type of efficacy that can be achieved, Vimax Microbial Research Platform will carry out multiple evaluations and screenings. Finally, combined with the compatibility and stability of probiotics in the formulation, systematic research and evaluation were applied, and third-party testing agencies verified that they reduced oral bacterial growth.
Chen Minshan believes that the successful listing of this probiotic toothpaste is inseparable from Vimax's emphasis on basic research. The R&D team conducted research on probiotic raw materials by establishing an evaluation model for the agglutination of probiotics on oral pathogenic bacteria and an evaluation model for the growth inhibition of oral pathogenic bacteria.
Basic research requires a lot of long-term investment and human support, but putting R&D innovation at the forefront is the constant insistence of vichy team for many years.
In addition to basic research, Vimax also has five functional research laboratories, including applied research, cell research, microbial research, and analytical testing, providing consumers with one-stop oral care solutions. Even the taste and aroma of toothpaste are determined after several rounds of product experience research on research platforms such as member platforms, and Shuke has been adhering to: making high-quality products, providing good oral care services, and reflecting "consumer first" everywhere. "Corporate Values.
Yan Zhuo took advantage of the double twelve to hoard a few tubes, and also sent two tubes to his parents' house. "It's so easy to brush my teeth in the morning now, and I even want to brush a little more." He also participated in vivienne's new toothpaste taste survey, and also gave feedback on the ingredients and efficacy.
Relying on hard-core R&D centers, Vichy's children's product line also offers a variety of products with technological innovations. Shuke Baby Morning and Evening Nursery Children's Toothpaste is a children's toothpaste that proposes the concept of morning and evening care in China, advocating the concept of scientific dental care. Shuke Baby Probiotic Children's Toothpaste, combined with the cross-border technical application of probiotic raw materials and the popular trend of yogurt flavor, once the market performance was strong in 2018, it was identified as a high-tech product in Guangdong Province in 2019 and won the Nielsen Most Breakthrough Innovation Award in 2021. Children's sonic electric toothbrushes are more with outstanding performance and cartoon design appearance, and the products have been loved by children as soon as they are listed. Up to now, Shuke Baby has continued to launch different series of products such as children's sonic electric toothbrush B32, B3 and F2.
In addition to the pursuit of product innovation, in view of the problems of loud noise and short endurance when consumers use electric toothbrushes, the R&D center has also spent 4 years developing a five-dimensional comprehensive evaluation model for electric toothbrushes, and customized the evaluation of electric toothbrush cleaning power test equipment, making the evaluation more scientific and objective. Every Vimax people always believe that we must truly regard oral care as a career and provide perfect oral health services for the Chinese people.
Therefore, Vimax has drafted a number of industry standards such as "Dental Floss", "Dental Stick", "Tongue Scraper", and participated in the formulation of many national standards such as "General Requirements and Detection Methods for Electric Toothbrushes" and "General Technical Requirements for the Safety of Toothbrush and Oral Appliance Products", and has obtained more than 40 authorized national invention patents, and its technical level is in a leading position in the industry.
Vimax's approach has normative significance for the industry market, for consumers, can be based on their own consumer needs, the use of better and better quality oral products, Vichy's "one-stop oral care" can provide professional oral care solutions more quickly, but also let Vichy force oral beauty market segmentation, appear more confident.
Promote the innovation and development of the industry
Since its birth, Vimax has attached great importance to scientific research, breaking the traditional perception of the outside world for domestic oral care brands "light research and development and heavy marketing", and led the rise and development of domestic brands.
In order to promote the improvement of the Chinese people's awareness of oral health care, Vimax developed morning and evening care toothpaste through the Shuke brand, and then continuously accelerated the product research and development layout of all categories of oral care; in 2014, through independent research and development of dental floss and other products; in 2015, it launched the Shuke electric toothbrush, so that the Chinese people can use affordable electric toothbrushes with quality assurance.
In 2021, Vichy took up her social responsibility and joined hands with the China Children and Teenagers Foundation to launch the "2021 Plateau Children's Oral Health Escort Program" to radiate oral health education to the western plateau region and call on all parties to pay attention to children's oral health.
Nowadays, Vimax has launched an oral beauty care track to try to promote the upgrading and development of the industry again.
According to the research report released by the Head Leopard Research Institute, compared with the United States, South Korea and Japan, the average oral care consumption expenditure of Chinese is low, but from the perspective of consumption growth, the per capita oral care consumption growth rate of Chinese residents has reached 13%, which is 13 times higher than that of South Korea and Japan. 6.5 times higher than the United States, considering China's population base and oral care consumption growth, China's oral care market has a large space for development in the future, consumption upgrades to promote Chinese residents oral care health awareness to enhance, healthy consumption concept and aesthetic concept jointly promote the rapid development of China's oral care market.
Vimax's vision is to provide professional and comprehensive oral products and services for the Chinese people, and become the preferred oral health ecological enterprise for the Chinese people. Therefore, in solving the oral health problems of the Chinese people and bringing consumers a more pleasant oral care experience, its brand Shuke and Shuke Baby will continue to deepen the oral care field as an industry leader, regard quality as the life of the enterprise, based on quality development, protect the oral health of the Chinese people with the original intention of quality, and bring more possibilities to the oral industry with innovative technology and high-quality products.