Daily chemical industry explosion "plant" battle

"Floating Shadow" Gold Edition Native Plant Care Series, Chuang • New Rendering

The data shows that China's current shampoo market is about 30 billion. As for the national brand name, it faces both P&G and Unilever, the two international giants, Taishan, and at the same time, it must compete with a large number of local peer companies. It is not only trying to expand the market share of the brand, but also has to take into account the enterprise. The current period of profit and loss; on the one hand have to adhere to the second and third line of the mid-range market, on the one hand for the first-line high-end profitable market difficult to give up ... face all kinds of capital, channels, marketing pressure, brand-name brands such as floating shadow, Overlord, centuries Runfa and other There are enough homework in market segmentation.

The basic pattern of daily chemical industry

The data shows that currently, P&G has successfully implemented multi-brand strategy and localization strategy, as well as strong resources and capabilities, continuous product innovation and brand coverage, making its brand market share reach about 60%; while Unilever, market share The rate reached about 15%. Both occupy a total of three-quarters of the domestic market.

Many state-owned day-to-day companies only eat a quarter of the market, and most of them are concentrated in second and third-tier cities and rural markets. In this only part of the market, but also facing the eye of the giants of the foreign giants, while close combat with local brands.

State-owned "plant" breakout

The international giants are pressing harder and harder in the market, marketing, and channels. Consumers' attention to the brand is constantly increasing, and product strategies that are traditionally in a trend are no longer able to survive. Trapped in a situation where capital and channels cannot match each other, it seems that the only way to subdivide the market and refine talents is to survive and develop local companies. In China, the cultural heritage of Chinese medicine for thousands of years seems to make the local daily chemical brands see a first-line opportunity for the rise of plants.

At the beginning of the year, the “Name of Cosmetics Regulations” and “Name of Cosmetics Guidelines” formulated by the State Food and Drug Administration, the full prohibition of the prohibition of “Chinese Herbal Medicine” in the previous draft of the Exposure allowed the Japanese cosmetic products that mainly used the concept of herbal plants to be finally obtained “ Legal status". At the time, people in the industry predicted that the lifting of the ban would promote the rapid growth of the herbal herbal cosmetics market in 2010.

In fact, as early as the 1990s, Gone with the Wind, Ouni and other local cosmetic brands began to exert their power in the field of plants. In 1997, the first floating beauty plant soap was launched. It quickly became popular in the north and south of the country. It made half of the country's shadows in the soap industry. Oni's slogan of "vegetarian school, Chongqing Oni" also appeared early. After 2001, Gone with the Wind was the first plant extract series to appear at the 87th China Laundry Expo and it was a great success! Since then, it has attracted attention and emulated in the daily chemical industry, and has been hailed as China's most potential daily chemical brand in the 21st century!

Afterwards, the Overlord slogans in the field of plant hair care with the slogan of “Chinese Medicine Family” emerged rapidly; and Herborist and others began to enter the international arena with successful marketing of plants and Chinese herbal medicine concepts.

With the lifting of the "Chinese herbal medicine" terminology, it will be more conducive to local brands in the field of familiar plants, Chinese herbal medicine, it seems that the prospects are bright.

Foreign giants insert a full stop in the "plant" field

Local brands have become very popular in the fields of plants and Chinese herbal medicine. Foreign giants such as P & G and Unilever are naturally unwilling to be lonely.

As early as 2000, Procter & Gamble took aim at Chinese herbal medicine and launched a Chinese herbal shampoo and shampoo. Due to various reasons, the product did not succeed. In early 2009, Procter & Gamble launched a series of rejuvenation products with Chinese characteristics. The brand of Sunsilk, which is owned by Unilever, also introduced anti-dandruff anti-hair shampoo containing ganoderma.

Foreign giants stepped into the field of plants, pressing harder and harder, and Guo Zihao wouldn't sit still. In 2010, Gone with the Shadows often launched the "primary plant" market, and has launched a new "primary plant" men's strong root hair care and anti-dandruff health shampoo, "original plants" gold version of washing series, product image more and more globalization. In sales, Gone with the Shadow is also seeking channel breakthroughs: On the basis of the original KA and BC channels, the company plans to expand the sales channels of daily chemical stores, boutique stores, and OTC stores for the first time, with a view to breaking through the “insufficiency” of sales in shopping malls and supermarkets. Increase market share.

“If these channels are successfully developed, it will bring more convenient purchase channels to consumers, and it will reduce the large amount of expenses for shopping malls and supermarkets, and increase product competitiveness,” said Li Chengtai, general manager of Guangdong Piaoying.

From the near-term actions of a group of local daily chemical companies represented by Piaoying, it seems that one can see the future development trend of China's daily chemical industry. In terms of capital, channels, and marketing, Guojihaoci Daily Chemicals Co., Ltd., under the dual pressure of international giants and domestic brands, may only continue to push for market segments, identify positioning, and make full efforts in product and R&D. Marketing power and channel power can continue to occupy a place in the market.