Department store: Future trend of washing and care industry
1. The washing and care products are functional, finely differentiated and scene-oriented
Department storeIt is understood that consumers have more and more requirements for washing and care products, and enterprises continue to innovate and develop new products, it is difficult to say who is first and who is second。However, the pull of consumer demand and the fierce competition between enterprises have prompted the trend of functionalization, differentiation and scenization of washing and care products。
The most basic function of washing products is cleaning, and now the products have a variety of functions such as dandruff removal, oil removal, and cuticle removal on top of cleaning。For clothing washing and care products, the label of washing and care products such as no injury to hands, no residue, and clothes leaving fragrance will attract more consumers' attention。
With the development of technology, machine washing has become the choice of most families, so specialized machine washing detergent has become more of a choice for consumers。In response to consumer needs and life scenarios, enterprises continue to innovate and rob consumers。Functionalization, differentiation, and scene formation are a trend for the development and upgrading of washing and care products。
2. Upgrade from washing to maintenance
Modern people work under great pressure, life pressure, hair loss problems, skin problems and other anxiety。At the same time, the pursuit of appearance level and refinement is far better than before。This puts forward higher requirements for washing and care products。
From the data point of view, Nielsen data shows that the retail sales of China's washing and care market is forecast to reach 536 by 2021.3.6 billion yuan, but the growth of the care market is slowing down, the growth of only 1% in 2018, and some efficacy products even have negative growth。While the total growth of the washing and care market is only 1%, the care and care segment is "bucking the trend" with an increase of up to 24%。
From this data, the department store can see the growth of consumer demand for maintenance products。Pantene, Adolphe, Unilever, and Sassoon have developed hair care products that repair and maintain hair。There are also the source of the straight ball, overlord, the main hair, hair care products。
The pursuit of consumers for maintenance and health will inevitably lead to the pursuit of capital, and the market of maintenance products will be further expanded in the future。
3. The epidemic stretched the demand for disinfectant and attracted capital investment
After SARS, domestic disinfectant experienced a golden development decade, and the disinfectant industry started and expanded rapidly。The market demand for disinfectant industry is extensive, and the application scenarios are extremely rich, and the demand is growing steadily under the stimulation of the sinking of the medical industry and the improvement of consumer awareness。In 2019, the growth rate of disinfectant output value slowed down to 103.4亿元。
The occurrence of this epidemic also promoted the growth of consumer demand for disinfectant. There are three main disinfectants used in this epidemic, mainly chlorine-containing disinfectants represented by 84 disinfectants, hand disinfectants for daily use and alcohol and other alcohol-based disinfectants used for medical disinfection。During the epidemic, many supermarkets were once out of stock of disinfectant。
The increase in demand attracted capital investment。Johnson & Johnson, Pelaya, Jalan Group and other companies have entered the disinfectant market, the subsequent epidemic will continue for some time, and the demand for disinfectant will be accompanied by medical treatment and follow-up disinfection for a long time。
4. Decentralized care communities construct new channels
The department store learned that the Internet has changed the traditional centralized business model。The user-led community economy has become the new model, creating new channels of connection between businesses and consumers。
Under the community economy, users have become participants from an outsider, in addition to the purchase process, users can feedback their needs more directly and quickly, drive and even participate in the transformation and upgrading of products。
The care community not only builds such a more direct marketing channel for enterprises, but also gives users more say, strengthens the communication between the two, and alleviates the problem of information asymmetry between enterprises and users。The construction and operation of new communities will become a new direction and new strategy for the care industry。
The above is the laundry industry related information brought by the small edition of the department store. If you are interested in this industry, welcome to visit and exchange information。