Oral cleaning products, referred to in the mouth or teeth clean health products of the production. The product mainly includes: soap form toothpaste and washing form toothpaste; Solid tooth paste and solid tooth powder; Mouthwash, oral cleaner, oral spray; Dental floss, etc.
Since joining the WTO, China Daily chemical industry almost foreign monopoly, many popular national brand also many for foreign investment enterprises mergers and acquisitions. Oral clean industry also once for foreign investment holding, and once the market share up to 10% of the Chinese brand management as early as 1994 leased to unilever.
In recent years, as to yunnan baiyao, as a representative of the high-end efficacy type of toothpaste launch, the domestic oral hygiene brand in the middle and high-end of the counter-offensive has gradually results,paper tissue and industry reshuffle or will speed up. Prospectie industry research institute clean industry researcher WuChaoYu think mouth to segment the market as main point to the new marketing gimmick, taking customer communication as the core, and constantly refresh consumers of the brand and the products of the cognitive, or will make our country a domestic brand to break into an asset.
Local brand misfires industry of strong demand
From 1949 to 1992, it is Chinese oral cleaning products enterprise most proud day, ten big domestic toothpaste brand partitioned the most of the market.
In 1992, foreign capital to begin to enter Chinese market,paper tissue and start brew the national territory, after almost 20 years of intense competition and repeated contest, foreign brand through the joint venture, the brand of marketing channel, the sales network quickly into China.
Ten times as many as in the local brand advertising investment, more than ten times as many as in the domestic brand of r&d investment, low sales price, let local prevailing in the toothpaste brand, or be eliminated or be bought, toothpaste market share more concentrated in the hand of the brand.
Prospectie industry research institute "Chinese oral hygiene products industry production and marketing demand and investment forecast analysis report showed that in 2000, the Chinese and foreign brand the market proportion of 51, 49, the data in 2008 was a 30:70.
At present Chinese toothpaste market has entered the highly competitive period, Colgate, crest, blacks and other foreign brand with be two-thirds of the market share, firmly hold the first camp,paper napkins and the second camp of cold acid spirit, two needle, yunnan baiyao, three cropland 7, such as the market share of the domestic brand occupies less than a third, national toothpaste brand relative is still at a disadvantage.
But, in recent years local brands in the quality of products, efficacy, segments of the market continuously to improve yourself, hard to local brands do bigger and stronger.
The data shows, China oral cleaning products industry market scale is steadily rising, assets of more than 2007 years the size of the reduced gradually picks up, to 2010 years to achieve the maximum in recent years. 2010 Chinese oral cleaning products industry over the scale enterprise have 54 home, sales income is 10.576 billion yuan RMB, a 14.59% growth year; Industrial output value 9.984 billion yuan, up by 18.12%; Sales profit and profit total respectively is 1.684 billion yuan and 1.082 billion yuan, a year-on-year increase of 9.75% and 19.95% respectively, industry profit level.
China oral care supplies of standing vice President and secretary general of JianJiang pointed out that, in recent years, the national oral health level increased year by year, but the effect is still not ideal. The third national health ministry oral health survey of epidemic, at present our country 5 years old children with baby teeth caries rate was 66%, the old people in the cavity with rate is 88% and 98%, and mostly no effective treatment had; Adult prevalence of periodontal disease reaches as high as 85%, the old people in the periodontal health rates lower than 20%. And this photograph echo, Chinese oral care products production sales growth of less than 3%.
In addition, China's large population,paper napkins accounting for more than 20% of the global population. Toothpaste of oral cleaning products as life comsumption products, huge demand base, has formed a huge market demand. Along with the progress of the way people live, some potential users because change the original life habits and into real consumers, for example, use mouthwash, dental floss, different efficacy of toothpaste, etc, the market will be further expanded.
Therefore, Chinese oral cleaning products industry's overall characteristic is a huge demand base and rigid continued to increase.
Subdivision and innovation native brand Sally road
In recent years, with funds face, brand and marketing advantage of foreign toothpaste enterprise of the domestic market strong campaign to put health company, baiyao group and two needle company, as a representative of the domestic toothpaste leading enterprises, through the market segment, focus on equipment renewal, technical innovation and new product launch, not only change the domestic toothpaste cheap products of the products and brand image, and the competition ability of the enterprise is enhanced.
"China will face a new toothpaste industry shuffle, new technology, new products, new applications will emerge in endlessly, innovation ability will become the dominant factors of future competition." The chairman put kang HanTaiJun said.
Local toothpaste enterprise already fully realize low price competition has the development of the industry of not only make full use of the brand has the affinity of formation and development and people constantly advantage pursuit of natural, health is consistent with consumer concepts, scientific and technological innovation, quality win the road, to keep and win more market.
Along with the consumption idea promotion, the more people pursue personalized efficacy, and segment the market can not only help enterprises to realize product differentiation, can still improve enterprise innovation ability.
High-end efficacy type toothpaste is native brand in the market segment are more prominent performance in the field. Along with the eating habits changing (hemp, hot, hot) and working pressure increases, oral ulcer, and gingival swelling and pain, hemorrhage, and atrophy of oral problem is rapidly spreading. These "little problem" oral though not enough to go to a hospital, but greatly troubled people's emotions, which has produced great potential of functional toothpaste market demand.
Yunnan baiyao is caught consumer needs above, first introduced in 2005 with "comprehensive oral care" for the concept of high-end efficacy type toothpaste, a new market positioning let yunnan baiyao in the mouth clean industry rapid rise. In 2010, its sales have exceeded 1.2 billion yuan, become the mainland native toothpaste first brand; In "2011 China popularity TOP25 goods", yunnan baiyao toothpaste ranked in the top five.
And in the market segment of another field, through the local brand inheritance and innovation, Chinese herbal medicine toothpaste has be regarded as a domestic brand break foreign monopoly, restructuring of the pattern of winning market magic weapon.
WuChaoYu said, Chinese herbal medicine plays to the body of the health care function has for the world to know, such as ginkgo, rhizoma coptidis, borneol and aloe etc more and more Chinese herbal medicine raw materials are in the mouth clean products get use, thus the functional sex of the research and development of products also are toothpaste more people to accept and recognition. Although foreign brand also have introduced the concept of some herb high-end toothpaste, but the market reaction go. Expected, by 2012, Chinese herbal medicine will make up more than half of the toothpaste market share.
In addition, points, points time nursing care gender,paper napkins age care product segmentation points concepts are already enter the market. As the enterprise product promotion slashing, more and more DaTiLiang brand from normal full effect into more subdivision toothpaste function of the field, and brought sharp gains in return.
According to preview industry research institute predicted, and the future, oral cleaning products will be natural, to many varieties and grades, multi-function direction, functional toothpaste will still be selling hot, mouthwash and other oral cleaning products market is gradually rise. Among them, the two categories worth attention: one is the whitening toothpaste category and derived tooth paste, liquid gel, whiten and high value-added products whitening class oral care products; One is the super ChanGongNeng (stop bleeding, remove stains, expelling bad breath, etc) of toothpaste, will in effect compound outside toothpaste, become the emerging market power.
WuChaoYu think to segment the market as main point to the new marketing gimmick, taking customer communication as the core, and constantly refresh consumers of the brand and the products of the cognitive, or will make our country a domestic brand to break into an asset.