According to data given by market research institutions, the size of China's detergent market has approached the 100 billion yuan mark. In this prosperous market, the categories of laundry products are unprecedentedly rich, covering from traditional laundry soaps and laundry detergents that meet basic cleaning needs, to laundry detergents, hand sanitizers, toilet cleaners that meet the needs of personalization and convenience, and even innovative products such as laundry pods that conform to the trend of consumption upgrading. This diversified market pattern not only meets the differentiated needs of different consumer groups, but also provides a broad stage for continuous innovation and competition in the industry.
The history of laundry products
Tracing the evolution of laundry products, the early laundry soap once became the main force of domestic family laundry due to its simple and affordable characteristics. However, with the advancement of science and technology and the improvement of living standards, consumers' demand for washing effect, user experience and environmental performance has gradually upgraded, which has promoted the innovation of cleaning products. Laundry detergent came into being, with efficient detergency and good solubility, quickly seized the market and became a mainstream washing product. In the 21st century, laundry detergent has begun to be favored by consumers due to its characteristics of low foaming and easy bleaching, mild and hands-free, flexible and adjustable formula, and fashionable packaging, and has gradually replaced laundry detergent as the mainstream of the laundry market.
With the deepening of the trend of consumption upgrading, the laundry industry has innovated again on the basis of laundry detergent and launched laundry pods, a high-end laundry product integrating high efficiency and high added value. By concentrating and encapsulating high-efficiency cleaning ingredients, protective fabric ingredients and fragrances in a small and transparent water-soluble film, laundry pods achieve the characteristics of accurate quantification, no residue, easy to carry and convenient to use, which is in line with consumers' pursuit of high efficiency, time-saving and worry-free in modern fast-paced life.
Distribution of major production areas and industrial agglomeration effect
The production of detergents in China is mainly concentrated in Guangdong, Zhejiang and Sichuan, among which Guangdong has become the leader in the production of synthetic detergents in China by virtue of its developed manufacturing base, perfect supply chain system and superior geographical location. These industrial clusters have brought together many well-known domestic and foreign washing brands and supporting suppliers, forming a complete industrial chain covering R&D, production, packaging, logistics and other links, effectively enhancing the overall competitiveness of the industry.
Top 10 detergent brands in the Chinese market
The brand market share is 6-10: Mr. Wittmann, White Cat, Velux, Jinfang, and Super Energy. Mr. Vermeer, ranked 6th, has a market share of about 3.3% in the Chinese market, and its superior products include oil cleaners and toilet cleaners.
The market share of brands ranked 1-5: Liby, Diaopai, Blue Moon, Aomiao and Tide, with market shares of 13.7%, 9.6%, 6.6%, 5.2% and 5.1% respectively. Liby ranks first in the list, headquartered in Guangzhou, with its products including detergent, laundry detergent, laundry detergent, laundry pods, etc., with 8 major production bases in the country and annual sales of more than 20 billion yuan. Liby detergent and laundry detergent products won the national championship title.
In recent years, the market share of domestic laundry brands has increased significantly, and with a deep insight into the habits of local consumers, rapid product iteration capabilities and flexible market strategies, it has successfully launched a series of high-quality laundry products that meet the aesthetics and usage habits of Chinese people. Coupled with the advantages of cost performance and after-sales service, domestic washing brands have shown strong vitality in the competition with international giants, reshaping the brand pattern of the domestic detergent market. It can be seen that the bosses, Internet celebrity anchors and even celebrities of many domestic washing brands have joined the ranks of live streaming to promote the sales of domestic cleaning products into the era of social e-commerce. At present, if domestic washing brands want to regain more market share and impact high-end products, they need to continue to work hard in technology research and development, product positioning, brand building, supply chain management, marketing innovation and other aspects.