From the perspective of the washing and care industry, according to the data of industrial data agency yingminte, the scale of China’s washing and care market reached 53.636 billion yuan in 2021, with a compound annual growth rate of 5.8%. As a member of the personal care industry for many years, AI Guohui, general manager of personal care procurement and marketing department of dashangchao Omni channel business group of JD retail group, believes that although the stock market of washing and care has been a red sea of competition, the emerging new consumer demand in recent years is bringing potential market increment to this mature category.
The 2022 personal washing and care trend report recently released by Jingdong supermarket shows that the hair washing and care industry presents two major development trends: high-end and functional. Among them, Jingdong supermarket, which introduced more than 50 high-end brands such as Fulu Deya and Schwarzkopf specialty, saw a year-on-year increase of more than 90% in sales of high-end hair washing and care products and 111.6% in turnover. At the same time, in 2021, the users of anti stripping and shampoo products of Jingdong supermarket increased by nearly 70%, and the sales volume increased by 81%, while the sales volume of strong and tough anti breaking products increased by 92%, and the care of dyeing and scalding damage increased by 114%.
This is not the word of one family. At the end of 2021, cbndata jointly released the insight report on the consumption trend of anti stripping and washing care in 2021, which also came to the conclusion that “the consumption proportion of high-end washing and care products has increased, and the washing and care market should pay attention to the ‘anti stripping’ demand”.
Cbndata report shows that “hair loss” is no longer just a problem for programmers. At present, in China, more than 250 million people need to deal with the hair crisis of “baldness”. In addition, hair loss also shows an obvious trend of younger age. Among the people under the age of 30, the proportion of people troubled by hair loss is as high as 84%. Meanwhile, in recent years, the consumption proportion of high-end anti stripping and washing products has been rising. Among them, the growth rate of anti stripping and washing products with prices ranging from 200 yuan to 300 yuan and more than 300 yuan is relatively significant.
It is worth noting that due to the increase of practitioners in the short video industry and live broadcasting industry in recent years, although the population in low-level cities does not have the pressure of high prices and long commuting in first tier cities, the oversaturation of working hours and content and the strong demand for “anti stripping” have also increased the proportion of consumption of anti stripping and washing products in fifth tier cities and below, Make it second only to second tier cities.
Industry experts believe that there are many products on the market, and how to select “anti stripping” washing and care products has also become a difficult problem. In a comprehensive comparison, consumers with the mentality of “cheap but no good goods” began to prefer “krypton gold” to upgrade washing products. This is also the reason for the emergence of functional and high-end hair care products.
Based on the insight into the consumption trend of hair washing and care industry, Jingdong supermarket has actively arranged high-end and functional hair washing and care products. On the opening day of “double 11” in 2021, the turnover of anti stripping shampoo on the platform increased by 6 times year-on-year; Throughout the “double 11” period, the sales of anti stripping shampoo increased by 300% year-on-year. In the recent one month since the introduction of high-end hair washing and care brand Cassie, the search traffic and recommendation traffic of Cassie’s self operated official flagship store have quickly reached the top level, and the black diamond key series of high-end products have been sold out repeatedly.
“In 2022, Jingdong supermarket will still focus on the two major tracks of high-end hair washing and care and functional hair washing and care represented by anti stripping effect to meet the personalized needs of users. It will strive to double the number of users of high-end hair washing and care in 2022. It is expected that the traffic of two sub categories of high-end and anti stripping hair care will increase by 65% in 2022.” Fourth, we will strengthen the implementation of measures such as building the whole supply chain and improving the customer experience of aiguohui.
Among them, in terms of expanding Wuxi Online Offline Communication Information Technology Co.Ltd(300959) all channels, Jingdong supermarket will open up Jingdong main station and online traffic channels inside and outside the stations such as wechat, buffeting and express, so as to realize all-round coverage of online consumption scenes, and reach 3000 channels through Jingdong’s own channels, Qixian and Huaguan, Wal Mart, Better Life Commercial Chain Share Co.Ltd(002251) and other cooperation fields, aiming at the pain points such as long shelf life of offline business supermarkets, Help the brand to improve the shelf life of offline goods by at least 4 times.
At the same time, Jingdong supermarket will focus on improving the user’s consumption experience from the aspects of liquid packaging and price advantage. For example, aiming at the pain points such as easy damage and leakage of liquid packaging in the logistics process, it will improve the requirements of commodity quality control and product packaging; Through the cost reduction and efficiency increase of the supply chain, the intermediate links are compressed, and all channels are benchmarked to form the most competitive price advantage.
