In recent years, with the improvement of consumers' living standards and health awareness, the size of the personal care market has been expanding. Relevant data show that the total sales of China's personal care market in 2021 will be 48 billion, of which electric toothbrushes in oral hygiene care appliances account for 16.4%, with sales of nearly 8 billion. Considering that the current penetration rate of domestic electric toothbrushes still has a certain gap with developed countries and regions, the development scale of electric toothbrushes in China is expected to be further improved in the future.
At present, the layout of electric toothbrush enterprises is mainly composed of five types of enterprises, namely Philips, Oule B and other foreign-funded enterprises, Scooter, black people, Colgate and other traditional toothbrush enterprises, Haier, Midea and other integrated home appliance companies, Xiaomi, Huawei, Lenovo and other Internet companies, Usmile, Sushi, Libode and other emerging electric toothbrush enterprises. The number of enterprises entering this direction is still increasing, and the market competition is gradually becoming white-hot. But at the same time, some low-priced and low-quality products have also entered the market, which will undoubtedly have a certain negative impact on the long-term development of the industry.
In order to better promote the benign development of the electric toothbrush industry, in September 2019, the "Electric Toothbrush" group standard jointly formulated by the China Household Electrical Appliances Association Meijian (Personal Care) Electrical Appliances Committee, relevant enterprises and units was officially released and implemented, but affected by objective factors such as inconvenient detection by third-party testing agencies, the actual standard acquisition of standards encountered difficulties, which seriously weakened the "Electric Toothbrush" group standard originally wanted to improve the quality of electric toothbrush products and clarify consumer cognition misunderstandings. The role played in promoting the healthy development of the electric toothbrush market.
In view of the above problems, the China Household Electrical Appliances Association negotiated with enterprises and relevant national testing agencies to propose a plan to license the use of the "C" mark, and the China Household Electrical Appliances Association designated a qualified third-party testing laboratory in accordance with the requirements of the standard and relevant provisions of the state to provide testing for enterprises applying for the implementation of the "Electric Toothbrush" group standard.
On April 27, the China Household Electrical Appliances Association held an online press conference for the "C" mark of electric toothbrushes and announced the list of the first batch of permits for the "C" mark. At present, 8 companies and 10 models of products have been licensed, and the "C" mark will be affixed to the market for sale. So, what can the debut of the "C" logo bring to the development of electric toothbrushes?
In recent years, many emerging home appliance categories have emerged, and the rapid development of some of them has also promoted the accelerated landing of relevant subdivision industry standards, but when encountering some standards that need to be tested, related enterprises still have to face such as sending few samples for inspection in the process of bidding, and the testing laboratory will not test; The testing laboratory is incompetent and unable to test; The long detection cycle, high testing costs and other problems, at the same time, due to the lack of visual graphics and intuitive transmission of standard products to consumers, it affects consumers' identification of standard collection products and also restricts the company's standard collection actions.
Therefore, the China Household Electrical Appliances Association recently issued the "C" logo, which aims to further promote the implementation of the association's standards, help enterprises solve the problem of standard collection, standardize and improve the ability of testing institutions, and help channel providers and consumers identify and purchase. It is understood that the "C" logo is composed of the "C" shape of the outer ring and the plug shape of the inner ring, the letter "C" has the meaning of "CHEAA" (China Household Electrical Appliances Association), "conformity", "center" (center C bit), and the plug shape represents household appliances.
"The 'C' mark is a sign that the products and services comply with the group standards of the China Household Electrical Appliances Association. Starting from the needs of enterprises, the association will take the group standard T/CHEAA 0009-2019 "Electric Toothbrush" and its No. 1 amendment order as the first pilot project for the application of the association's 'C' logo," said Wan Chunhui, deputy secretary general of the China Household Electrical Appliances Association and director of the Department of Standards and Regulations. At present, the China Household Electrical Appliances Association has joined forces with all parties to formulate the "C" mark system documents, design and register the "C" mark graphics, confirm the testing laboratory, and will jointly promote the promotion of related publicity and promotion in the future.
It is understood that Weikai Testing Technology Co., Ltd. and Shanghai Institute of Quality Supervision and Inspection Technology have become the first batch of designated testing institutions for "C" mark electric toothbrushes. Ling Honghao, deputy general manager of Weikai Detection Technology Co., Ltd., said that the "C" logo is not only the deepening application of the group standard of electric toothbrushes of the China Household Electrical Appliances Association, but also the recognition of the superiority of the company's products, among which the "C" logo will also play a good guiding role for consumers to evaluate the key indicators such as power endurance, noise and waterproofing that consumers are concerned about.
With the development of the electric toothbrush industry, consumers' recognition of such products continues to increase, which has also attracted more companies to join, but at the same time, with the increase in the number of electric toothbrushes available, the difficulty for consumers to choose a qualified and suitable electric toothbrush is also increasing. When consumers do not have a reference standard, they often instinctively choose low-cost products, which in turn brings the risk of poor use and unsatisfactory experience.
Therefore, after the launch of the "C" logo, it has also received positive response and support from many mainstream electric toothbrush companies. Liu Ming, a partner of Guangzhou Interstellar Yuedong Co., Ltd., believes that the implementation of the "C" logo has direct significance for consumers, and it is also of vital significance for the healthy development of the entire industry and the practitioners themselves, which can make the good coins in the industry be identified, selected and stood out by consumers, and guide the industry to move in the right direction.
Tang Xiaomin, brand director of Shenzhen Sushi Technology Co., Ltd., also said that the role of the "C" logo is two-way, which can play a key role in both manufacturers and consumers, promote manufacturers to set product quality standards, improve the threshold of enterprises, consumers can also identify product performance more quickly, in the long run, it will boost the popularity and market recognition of Chinese design and Chinese products, so that the entire industry into a state of benign competition.
At present, the licensed use of the "C" mark is still in its infancy, and it still needs more attention and use by enterprises, channel providers, consumers and the media. Zhu Jun, vice chairman of the China Household Electrical Appliances Association, called for enterprises to actively implement the "Electric Toothbrush" group standard and improve product quality, hoping that channel providers and associations will work together to promote the launch of high-quality electric toothbrush products, and hope that the licensed application of the "C" mark will allow more consumers and media to better recognize electric toothbrush products. "A good electric toothbrush will become an important guardian of oral health." Let us work together to protect the oral health of the Chinese people and jointly promote the healthy development of the electric toothbrush industry. ”