Discuss and analyze the market structure of detergent

We no longer remember what detergents are used to clean items and things when there is no detergent, nor do we know which detergents work well for cleaning items and can meet our requirements. Now, the washing market already has A lot of detergents exist. So, what is the market structure of detergents, and how should manufacturers grasp the market? ​1. The concentration of production in the dishwashing detergent industry is relatively high. The main enterprises in the Chinese dishwashing detergent market have stable product quality and can maintain a high market share continuously. It can be seen that the entire dishwashing detergent industry consists of a few companies. The scale of the main competitors is relatively large, and the pattern of big strong and small weak always dominates. According to the 2002 National Key Large-scale Retail Enterprise Commodity Brand Sales Survey released by the China National Commercial Information Center, the cleaning detergent market Baimao ranked first, and the comprehensive market share was far ahead, as high as 17.28%, and the carved brand ranked second. , was 7.75%, Liby 7.67%, High R&F 5.05%. The reasons for the formation of this near monopolistic competition are as follows: First, Baimao has the advantage of 'selling real estate' (market bases include Shanghai, Chongqing, Liaoning, etc.) and brand advantages; Detergents are all extension products of washing powder brands. Third, manufacturers with good distribution channels can rapidly increase sales, such as Carved Brand and Skilled Hand, which have increased their market share rapidly in recent years. In addition, since the detergent is a product with a lower price per unit weight, the local brand affinity has a greater impact. Therefore, in addition to the above-mentioned leading brands, there are basically strong local brands all over the country. This feature reflects that in the fierce market competition, the concentration of detergent industry continues to increase with the intensification of competition, and a few companies account for the vast majority of the industry and the market. Therefore, any changes in the price, output and sales volume of one of them may have an unignorable impact on the entire detergent industry and the competitive landscape. 2. The products in the detergent industry are not very different. The detergent products are similar to each other and lack innovative, advanced and applicable technical advantages. Most of the new products launched by different companies are imitations of the best-selling products in the market. The trend of convergence (homogenization) has hindered the development of the detergent industry. Companies in the detergent industry and their products and brands can be felt and recognized by customers. There are few differences (heterogeneity, differentiation) of strategic and marketing significance. In general, China's detergent industry has a high degree of concentration, lacks product differentiation, and the market structure is similar to an undifferentiated oligopoly. Relatively speaking, the downstream industry has relatively low barriers and high exit barriers, which are easy to enter and difficult to exit. Therefore, disordered competition with price war as the main means frequently broke out in the downstream market of detergent. 3. The market competition strategy of the detergent industry The detergent industry must maintain a competitive advantage in the market. In addition to maintaining a leading position in core technology, it must adopt an effective competitive strategy and continuously carry out marketing innovation. From the perspective of marketing communication, All marketing communication problems are summarized in two very simple relationships: the relationship between the product and the consumer, and the relationship between the product and competing products. The core of the relationship between the product and the consumer is the fit between the product and the consumer, and the fit point that can achieve this fit is the product benefit, which is not only what the product can provide to the consumer, but also what the consumer wants from The benefits obtained by the product are the unity of subjective and objective benefits. For competitive products, the products that constitute a competitive relationship have the same or similar product interests.
are present in just about every facet of modern life.
To learn more about custom laundry detergent， give us a call at Foshan Jingliang Daily Chemicals Co.,Ltd. or visit us online by going to Jingliang laundry detergent .
Foshan Jingliang Daily Chemicals Co.,Ltd. provides innovative technology and prompts our customers to know the development of our producing custom laundry detergent.