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Laundry Detergent in China

更新时间:2016-07-05

market current situation

Revenue for the soap, washing powder and synthetic detergent manufacturing industry in China has been increasing at an average annualized rate of 6.5% over the past five years. In 2018, industry revenue is expected to grow 4.0% to $44.8 billion. Industry growth has been driven by rising hygiene awareness in China and the rapid development of synthetic detergents, including laundry detergent and liquid soap. In addition, the growing purchasing power of Chinese consumers has led to a declining sensitivity to product prices. Last, there are over 4,000 manufacturers, distributors and agents nationwide,which has supported the development of the retailing network in suburban and rural areas.

随着生活水平不断提高,更多人认识到了高等教育的重要性,校企合作已成为近几年高校的热门词汇。校企结合模式打破常规教学,更多地增加了实践教学,与企业建立了亲密的合作关系。校企合作模式是学校和企业在共同目的基础上构建相互合作,用自己的长处来弥补对方的不足,由双方指导,达到教育与实践相结合,实现校企双方共享,促进校企结合成果的实际化。校企结合通过共同培养企业所需的高级管理人才,促进方双的合作共赢,并且在合作的过程中实现对专业人才的培养。

Laundry detergents have increased by nearly 50% in the past year. By analyzing Alibaba data from January 2017 to December 2017, CBNData ranked the top 10 brands of online laundry detergent products according to three comprehensive indicators including sales, repurchase rate and per capita consumption.

Table 1. Top 10 the best-selling liquid laundry detergent brands in 2017

source: CBNData

Rank Brand 1 Bluemoon 2 Walch 3 Chaoneng 4 OMO 5 Tide 6 Ariel 7 Liby 8 The Laundress 9 Kao 10 Ever Green

As can be seen from Table 1, brands owned by Unilever and Procter & Gamble have been overtaken by Chinese laundry brands such as Bluemoon, Walch and Chaoneng.Chinese brands are doing a better job than their global rivals because that Chinese brands know more about what Chinese consumers need than foreign brands.

In addition, The Laundress, a high-end laundry detergent brand from the US, and Ever Green, the local technology innovation brand, have also succeeded in ranking among the TOP 10. By contrast, Japan Kao, which is quite popular with Chinese consumers, is obviously far less competitive in laundry detergent than in diapers, paper towels and other category.

所有研究对象入院后均经临床经验丰富的医生和护士进行详细的病史采集和相关体格检查,包括个人疾病史(是否有高血压、糖尿病、高血脂等)、疾病家族史(尤其是冠心病的家族史)、个人生活情况(主要是吸烟、饮酒、膳食、运动情况等),测量身高、体重、血压、腰围、臀围等,计算体质量指数[BMI=体重(kg)/身高(m2)]。同时介绍课题情况,征求患者同意并签署知情同意书。

Based on the list, Bluemoon and Walch are strongly ranked the first and second respectively, and their sales far exceed other brands.

Although the sales advantage is not obvious, The Laundress ranked eighth on the list due to its higher unit price and repurchase rate.

在审美由城市主导、伪文艺开始崩塌的时代,滋生于民间的土味文化,其野性、真诚和卖力正在刺激大批城市人口以旁观者的猎奇心理加入其中,逐步形成新一轮的审丑文化潮流。

Post-70s prefer to buy Ariel and Ever Green, post-75s,post-80s and post-85s are relatively more inclined to buy Walch, post-90s and post-95s prefer to buy Bluemoon and Liby.

Figure 1. Results of a survey conducted about the local and foreign brand preferences of laundry detergents among Chinese consumers

Figure 1 displays the results of a survey conducted between May and July of 2017 about the local and foreign brand preferences of laundry detergents among consumers in China. During the measured time period, around 55 percent of the Chinese respondents stated that they preferred local brands of laundry detergents over foreign brands.

In a way, female consumers have bought not only laundry detergent, but also a good thing to please themselves.

The reason why domestic companies lead in laundry detergent

Second, local brands typically were launched before the development of modern trade. As a result, they have built strong distribution networks with third-party distributors that operate throughout the country, such as Liby. Distribution remains a critical competitive advantage for any companies to be successful in China, especially in tier-3 to tier-5 cities, where modern trade has not yet made a strong presence. For example, today Diaopai has a 60%penetration rate in tier-3 to tier-5 cities, compared with OMO’s 30% penetration rate.

There are a number of reasons why domestic companies lead in laundry detergent. First, unlike many global brands,local brands tend to build dominance in one or two subcategories (for example, laundry powder only or laundry powder and soap). This reduced complexity gives them a clear advantage when it comes to sales force execution and activation at the point of sale.

Third, Chinese companies typically have more manufacturing plants throughout the country than their foreign counterparts. These plants provide a competitive advantage by making it cost-effective to distribute to remote cities.

3.合理的收入是影响员工幸福感的基本因子。有实验研究表明,一个国家中最富有的阶层不一定是最幸福的阶层。也就是说,收入水平与幸福感之间并不是直线关系,而是曲线关系。通常来说,当一个人对最基本的温饱问题都得不到满足的时候,那么他不可能感到幸福。因此,一个人在基本需求得到满足之前,会因为收入的逐步提高,其幸福感也会相对得到相应的提升。相反,当一个人的基本需求得到满足,收入的提高却并没有给他带来更大的幸福感,有成衰减的态势,并且工资薪水越高,越明显,有时甚至可以忽略不计。

China's most influential laundry detergent brands

The 2018 China Brand Power Index, or the C-BPI,consumer survey result was released by Chnbrand (Table 2 and Figure 2), an institution that is funded by the Ministry of Industry and Information Technology and is considered China's most reliable brand evaluation organization.

In the laundry detergent category, Chinese brands performed well, and occupied leading positions. Bluemoon remained stable at No.1 place successively since 2011, and recognized as 2018 C-BPI “Golden Brands”. OMO ranks No.2. Tide is at No.3. Liby moved up one ranks to No.4.While Ariel ranks No.5 dropped one place from 2017.White Cat stays at No. 6. Chaoneng and Diaopai moved up three ranks No.7 and No.8, respectively. Amwayhome ranks No.9. La mamma ranks tenth on the list for the first time. Keon and Evergreen drop out of the top ten,dropping from No.7 and No.8 last year to No.11 and No.13 this year. In the top 15, Chuanpai, Kispa and Fresh Hy are also present.

Table 2. Chnbrand China’s most influential brands in laundry detergent industry, 2018

Rank Brand change Brand Country 1 Bluemoon China 2 OMO UK 3 Tide USA 4 +1 Liby China 5 -1 Ariel USA 6 White Cat China 7 +3 Chaoneng China 8 +3 Diaopai China 9 Amwayhome USA 10 New La mamma China 11 -4 Keon China 12 +2 Kispa China 13 -5 Evergreen China 14 -2 Fresh Hy China 15 -2 Chuanpai China

Figure 2. China’s Top 15 most influential laundry detergent brands (C-BPI ), 2018

Industry locations

Activity in the soap, washing powder and synthetic detergent manufacturing industry in China is concentrated in Guangdong, Zhejiang, Shandong and Henan provinces, which account for 50.5%, 13.1%,6.0%, and 4.2% of total industry revenue, respectively.Guangdong province employs 34.2% of total industry workers while Henan province accounts for only 6.0%of total industry employment. Guangdong province is home to many of the major players in this industry that benefit from large production facilities and economies of scale. Guangdong province has the most enterprises in this industry with revenue accounting for 50.5% of total industry revenue.

Product function

By reviewing the functions of TOP 10 liquid laundry detergent brands, we can conclude the following key words:natural scent, color-boosting, low-foaming and easyrinsing.

Personal preference is a huge issue in deciding what brand and form of laundry detergent to use.

It can be seen that the function of “color + scent” has become a standard of liquid laundry when buying, while the low-foaming and easy-rinsing are the important indexes to meet the needs of machine washing. Cleaning is not only about stains alone, but also about whiteness, brightness and freshness (Figure 3).

And fourth, local brands have been good at exploiting product segments that were not targeted by global brands.For example, Diaopai started by selling laundry detergent in the laundry bar form in 1992, while OMO and Tide entered China focusing on powder. Local brand Bluemoon launched a liquid version of fabric detergent in 2008, a year ahead of Unilever’s OMO and two years before Procter &Gamble’s Tide entered the segment. As a result, Bluemoon has achieved 30% market share and is the leader in laundry liquid today.

在硅质岩的主量元素中,Al2O3和TiO2反映是极好的陆源物质注入的指示[11,24],富集于剥蚀大陆或岛弧附近沉积物中,而Fe2O3在含金属的沉积物中相对富集,指示在扩张中心有热水注入[25]。研究区硅质岩中,相比典型热液型硅质岩(Al2O3平均为1.31%,TiO2为0.09%,Fe2O3为2.63)[26],Al2O3和TiO2平均含量均很高,且具有较好的正相关关系,而Fe2O3平均含量较低,表明研究区硅质岩并不是典型的热液成因,具有陆源物质注入。

Figure 3. Sales comparison of laundry detergent by function in 2017

source: Alibaba data

The Laundress was founded by two fashion aficionados in 2002. The Laundress provides laundry and home cleaning products that takes care of clothes made with wool, silk, jeans and other materials. For fashion lovers, the price of laundry detergent is not a problem if it can take care of clothes.

一个人看不惯的人和事越多,说明这个人格局越小。真正厉害的人,把那些糟心的人和事儿当成“空船”处理。别人是无心的,事情是无意的,而不是一心想着报复。这样人才能迅速调整自己,不断放大自己的格局。

The number of the laundry detergent item sold online grew by 2% in 2017, lower than the growth rate of 20%in 2016, but the sales increased nearly 50% in the same year-over-year period. Important sources of growth are an increase in the number of buyers and per capita consumption, and the repurchase rate is still slightly higher than last year. As you can see, the laundry detergent is developing very well online.

由于电气设备在实际的运营当中,受到温度及湿度的影响较大。当外界环境温度升高时,电气自动化控制设备在运行当中,所产生的热量将难以散发出去,这对电气自动化控制设备使用的可靠性造成严重影响。因此,在对电气自动化控制设备的实际安装过程当中,相关技术人员需要加强对设备散热功能的考虑,做好相关的保障措施,促使电气自动化设备热量及时被散发出去,降低设备运行时温度,充分保证电气自动化控制设备的正常运行。

According to CBNData’s “2017 Online Laundry Products Consumption Report”, online sales of laundry detergent are dominated by females. It is easy to explain why the liquid laundry detergent, that works efficiently, has a craveworthy fresh scent and superior color protection,became popular.

In addition, consumers not only pay attention to clothes care, but also love and care about themselves a lot. Special laundry detergent for baby clothes and underwear also has proven quite popular among the majority of consumers.According to CBNData’s research report, liquid laundry detergent has gained wide acceptance among female consumers, and the sales increased significantly in 2017.Focusing on consumer health may be a new direction for developing of laundry detergent.

Rising demand for laundry pods

In 2014, laundry detergent pods appeared in China via various e-commerce platforms as one of the biggest changes to laundry products in more than 50 years. In 2017, less than 1% of Chinese households purchased laundry pods.

Price problem

Pods are also more expensive than liquid and powder detergent. Searching with the key word: “laundry pods”on Taobao, you will find that the average price is between 2.5 yuan and 4 yuan per grain. It means that consumers spend 2.5 to 4 yuan each for a wash. At 50 ~ 80 yuan a box,consumer who are accustomed to using bottles of laundry detergent may not be willing to try out.

Lack of publicity

In recent years, each category is becoming increasingly high-end, the more expensive the better selling. Liquid laundry detergent also reveals high-end trends. Why such a high-end laundry pods but there has been no open?

Laundry detergent pods are super concentrated with 70% cleaning ingredients, and more concentrated than laundry detergent (40%~50%). But the concept of concentration has not been well known and understood.Most consumers focus more on the price than the features of the product.

In order to further take root in China, the first problem to be solved for liquid laundry detergent pods is to make pods safer and enhance the product features.

Growth in online retail

E-retailing is the fastest-growing distribution channel in the Chinese liquid detergent market. The biggest players in the online retail market for liquid detergents are Taobao, JD, and Tmall. The growing number of online websites that offer a wide range of liquid detergent products has increased the demand for these products,especially among working parents who seek easy accessibility and convenience. The e-retailing of various products, including liquid detergent, is gaining popularity primarily because of it being a time-saving and costeffective process of purchasing products.

正在桂林的聂绀弩就是其中之一,读了沈从文的文章后,他写了《从沈从文笔下看鲁迅》(注:刊1940年12月1日的《野草》月刊)。沈从文对鲁迅及其杂文的看法,聂绀弩是非常反对的。但他的反驳方式很鲁迅化,不是自己条分缕析逐一议论评述,而是非常有针对性地选用鲁迅文章的段落,以鲁迅之矛予以反击,呈现出他特有的俏皮风格。

Conclusion

Chinese laundry detergent market is dominated by local brands. The growth of the industry is strong, and competition is also fierce. Both local and foreign brands are committed to retaining more consumers. Consumers are no longer satisfied with just removing the stains. Rather they want the latest and greatest. Targeted functional products are highly sought-after. That is the reason why the online sales of color-protecting and accelerated laundry detergent achieved an overwhelming victory.

《China Detergent & Cosmetics》2018年第3期文献
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