Analysis of Competition and Market Opportunities in Detergent Industry

Washing powder has always been one of the most commonly used daily chemical products, and it is also a highly competitive field in China's fast-moving consumer goods market. There are many brands in the detergent industry, and the phenomenon that domestic brands and foreign brands coexist for a long time. In the early 1990s, multinational companies from the United States, Britain, Germany and other countries competed for the Chinese laundry market. While bringing advanced products and new washing concepts to the Chinese laundry detergent market, they also caused huge pressure on domestic brands. Today, what is the situation of China's detergent market? What do consumers think of various brands of washing powder? To this end, Dina Market Research Institute completed a survey on the perceived quality of washing powder in June 2007, and selected 18 people over the age of 15. Residents conducted telephone interviews about the top ten brands in the washing powder market: Diaopai, Libai, Baimao, Aomiao, Chaopai, Qiqiang, Bilang, Langqi, Tianqi, and Weber. The content includes the brand image, decontamination ability, dissolution speed, softness, odor, packaging, convenience of purchase, cost-effectiveness, etc. of the laundry detergent market. Finally, a total of 2730 valid questionnaires were collected. 1. The basic situation of consumers buying washing powder Among all the interviewed consumers, the proportion of consumers who recently purchased Diao brand washing powder is the highest, close to 15%, and they choose Chao brand, Liby, Mystery, Bilang, Qiqiang ratio of more than 10%. The total purchase rate of the above 6 brands reached 73.3%. Since washing powder is a product with high brand loyalty, the purchase situation in this survey can also reflect the market share of each brand to a certain extent. It can be seen that in the Chinese washing powder market, the concentration of brands is high, and most of the market is occupied by a few brands. People with different demographic characteristics basically show the above characteristics in the choice of washing powder brands, but some people have a strong tendency to choose certain brands. For example, male consumers, middle-aged and elderly consumers over the age of 45, and consumers with an annual family income of less than 30,000 yuan choose Diao brand washing powder, and the proportion of fashion brand washing powder is also higher, and the proportion of choosing Chao brand washing powder is higher, while those above 60,000 yuan are more expensive. Income groups have a stronger preference for mystery laundry detergents. Consumers in different regions choose laundry detergents in similar ways. The proportion of Ao and Miao washing powder in the eastern region is higher, the central region is more inclined to choose Diaopai and Langqi washing powder, and the western region prefers the tide brand washing powder. 2. Consumers' evaluation of washing powder brand image: Foreign brands occupy the top three. The survey shows that Bilang and Chao brand are the two brands with the highest evaluation of washing powder brand image. They are products of multinational giant Procter & Gamble, and Unilever's mysterious brand ranks third. The brand image of another foreign brand Henkel Weber is very close to the industry average, ranking fifth. Among domestic brands, the brand image of Baimao washing powder is higher than the industry average. It should be pointed out here that the brand image of Diao brand washing powder is slightly lower than the industry average. In 2006, it was rated as an iconic brand in the national laundry detergent industry (this is the evaluation result of the China Brand Research Institute). This news is bound to have a positive impact on the enhancement of its brand image. Brands have become an important reference indicator for consumers to choose products. Domestic brand washing powder needs to improve the cultural quality of the brand in terms of product appearance, diversity, advertising, and communication. 3. Consumers' evaluation of the quality of washing powder: foreign brands are generally dominant The survey results show that consumers are satisfied with the product quality of foreign brands Bilang, Chao brand washing powder, mysterious washing powder, and domestic brand Baimao washing powder. From the perspective of specific indicators, Bilang washing powder is the best in terms of decontamination ability, dissolution speed, odor, packaging, convenience of purchase, and meeting specific needs. Among them, Bilang washing powder has advantages in decontamination ability and odor. Prominent; in terms of softness, moisture, and blue waves, Weibei and Omo washing powder occupy the top four.
Clouds of personal care products wholesale failures surround the world of personal care products wholesale in particular, simply because people don’t pay as much attention to the custom laundry detergent as they should do.
Foshan Jingliang Daily Chemicals Co.,Ltd. humbly request you to try this item in your centers and we assure you that you would be in a great pleasure with the results.
Many of the custom laundry detergent listed here can be purchased for less money, but in general we recommend paying a slightly higher price for significantly improved performance. These are our top choices and their recommended configurations.