Demand segmentation has spawned a variety of emerging washing and care functions
China's functional washing and care industry is produced under the background of the continuous differentiation of consumer demand. Consumer skin is divided into many types, and the problems corresponding to different skin types are also different. Therefore, consumers' functional needs for washing and care products are increasingly subdivided. At the same time, consumers pay more and more attention to the smoothness of body skin and realize the importance of skin cleaning, which is also the reason why clean functional washing products are hot at present.
"She" economy and Z generation group support the functional washing and care market
The consumption power of Chinese women has risen, and the market scale of women's economy has reached 100 billion yuan. Among the online functional washing and care products, nearly 60% of consumers are women. The population of generation Z is 260 million, accounting for about 20% of China's total number of rule by man, and the monthly disposable income is as high as 3500 yuan. 25% of the sales of functional shampoo and hair care are contributed by generation Z, and hair loss has become an important health demand of this group. Therefore, anti stripping functional shampoo and hair care products are sought after by this group
The market is still dominated by overseas brands, but domestic brands are rising
P & G and Unilever show obvious head effect in the functional washing and care market. Although North America is the main sales area of P & G and Unilever, the market share of these two enterprises in China is still high. The performance of Chinese brands in the functional shampoo and hair care market is slightly weak, showing a weak trend. Although overseas brands still play a leading role in the functional shampoo and hair care market, Zhongwei brand has a strong development momentum in recent years and may occupy a dominant position in the market in the future
How to break through the Red Sea in the functional washing industry spawned by consumption upgrading?
With the upgrading of people's consumption and the increasing requirements for washing and care products, ordinary washing and care products are difficult to be favored by them, resulting in more targeted and effective functional washing and care products. Although the functional washing and care market has incubated representative emerging brands such as half Mu Huatian and Adolf, China's time-honored brands are also undergoing rejuvenation reform, such as Shanghai Pharmaceutical soap and Liushen, actively carrying out product innovation and online marketing. In addition to local emerging and time-honored brands, overseas brands such as Unilever and P & G still occupy the top market share in the Chinese market, and their competitiveness should not be underestimated
