Industry Overview
It is estimated that the market scale of household sanitary and insecticidal products will reach 7.427 billion yuan in 2021
With the development and innovation of chemical raw materials for household sanitary and insecticidal products as the core technology, people pay more and more attention to the safety of products.
The market is highly concentrated and belongs to oligopoly market
The market scale of children's products grew rapidly
The sales model is gradually transferred to online
The market share of the first echelon exceeds 15%
The first step of China's household sanitary and insecticidal products market includes Johnson and Chaoyun group. Johnson's market share accounted for 17.1% in 2020 and increased by 1.8% from 2016 to 2020. Chaoyun group's market share was 16.2% in 2020. Chaoyun group attaches importance to subdivided fields in its future development, such as launching a variety of safe and green children's mosquito repellent products to promote the development of children's application fields.
The market share of the second echelon industry is relatively high, and the share changes steadily
The second echelon of China's household sanitary and insecticidal products market is Zhongshan Lanju Daily Chemical Industry Co., Ltd., Chengdu Chengdu Rainbow Appliance(Group) Shares Co.Ltd(003023) and Hebei Kangda Co., Ltd., with market share of 13.5%, 8.5% and 7.4% respectively in 2020. From 2016 to 2020, the market share increased by - 0.8%, 0.7% and - 0.5% respectively. The market share of the second echelon of household hygiene and insecticidal industry has fluctuated no more than 1% in recent five years, and the development is relatively stable.
The market scale of the third echelon industry accounts for a low proportion and shows a downward trend
The third echelon of China's household sanitary and insecticidal products market is black cat God, naais and Guangzhou Houdi. In 2020, the market share was 4.6%, 4.6% and 3.6% respectively. From 2016 to 2020, the market share increased by - 1.2%, 3.7% and - 0.6% respectively. The market share of the second echelon of household sanitary and insecticidal products industry is less than 5%, and the market share has decreased in only five years. Enterprises in the third echelon need to enhance their core competitiveness from the perspective of technological innovation and brand publicity.
