Daily chemical giants fully enter the laundry liquid market

With the addition of several major Japanese giants, the promotion of laundry detergent is almost the most eye-catching in the supermarket.

"Mystery three bags of laundry liquid 15.9 yuan, equivalent to 1.5 liters 15.9 yuan, this is the latest price of the mystery." Mr. He, a domestic brand of laundry liquid market, showed reporters the text messages he received that day, and collecting the latest market prices of various brands is his first job every day. In fact, the people who work in the laundry liquid market are most concerned about the price of competitors. The industry pointed out that the blue sea quickly became the liquid laundry market in the Red Sea. With the addition of Unilever and Procter & Gamble, there is more to see. The promotion of laundry detergent is almost the most eye-catching pile in every supermarket. The price is still at this stage. The main competition point in the laundry liquid market, and this "digital war" will at least hit the middle of next year.

Terminal price is full of gunpowder

Since the Information Times first reported that the laundry liquid market price war started at the end of 2009, the word "price" has been the focus of reporters. After half a year, when the daily chemical giants such as P&G, Unilever, and Libai entered the market one after another, what kind of state did the price war in the laundry liquid market enter without the smoke?

Recently, reporters in Guangzhou's major supermarkets can clearly "smell" the smell of laundry liquid price war. The pile of laundry liquid generally occupies a more conspicuous position in the supermarket. There are more promotion personnel here, and the price cards such as “promotional price” and “special price” fluttering on the pile are also particularly eye-catching. Carrefour, good and many other supermarkets, Blue Moon's promotion staff is still the most in the audience, but the price is slightly higher than other brands. Wei Lu's Wei Xin and his mother selected the price offensive to be the strongest. In addition, there are newer faces in the promotion stack: Buffy's six-effect care formula soft laundry liquid, whitening softener two-in-one, Libai super clean soft laundry liquid. The price advantage of foreign investors on Tide and the mystery is average.

The current competitive price is king

At the moment, the price war of laundry detergent seems to be white-hot with the increase of the number of participants. Then, when will this war end? The industry believes that the current stage of the development of the laundry liquid market is still at this stage. The most important point of competition, and the price war will continue until the middle of next year.

After analyzing the industry expert Chen Tian, ​​it was pointed out that from the end of 2008 to 2009, when the laundry liquid brand quickly increased its popularity, “you can see the laundry liquid advertisements overwhelming during that time, but from the end of last year, especially to the second quarter of this year, The frequency of advertising has been significantly reduced, and merchants have instead used more of the cost for the terminal, that is, price reduction promotions."

Yang Gang, general manager of Willis Group, which has brands such as Weiluoshi, Weixin and Mama, believes that the liquid laundry market is still in the first stage of development since the end of 2009. The competition at this stage is based on popularity and price. word. He believes that the first phase will continue until the middle of next year, which means that the price war of laundry liquid will hit the middle of next year. "When the laundry liquid market enters the stage of brand personalization, the price system will stabilize."

Although the price war is fierce, the industry believes that it is unlikely to “kill” competitors through price wars. Market source Mr. He pointed out that several major brands in the laundry liquid market are in a stalemate state. “It is impossible for one brand to beat another brand through price, and each brand is in a phase of stalemate.”

Analysis of laundry liquid price reduction space is still very large

The industry has always said that the profit margin of laundry liquid has 30%, and when the price war will continue, where does the bottom line of laundry liquid go? At the same time, for the phenomenon of “price drop and quality drop” that consumers are worried about, Will it appear due to price wars?

Yang Gang of Weilai Group first responded that although the profit margin of laundry liquid is larger than that of washing powder, the saying that “the washing liquid is very deep” is wrong. “From the market, when the maturity of a market reaches a certain level, it will inevitably There is a tendency to increase the unit price. As the production volume increases, the production cost of the single product will also decrease. This is an inevitable trend in the development of each industry.” In his view, the basis for the price reduction of laundry liquid is the increase in sales volume. "Of course, this does not rule out that some companies will sacrifice the quality and price advantage, but for mainstream brands, they will not sacrifice the brand reputation to obtain the price advantage. For the prediction of the liquid soap price bottom line, he believes that," The sales price of 3 kilograms of laundry detergent is about 30 yuan, which should be the bottom line of the entire industry.

Mr. He also pointed out that the purpose of the price war for laundry liquid merchants is to rapidly expand the market and seize market share. Although the market has eliminated a number of brands since 2008, the industry is still not concentrated enough, the pattern of mainstream brands Not fully formed, competition between mainstream brands will continue with price as the main focus. In addition, there is still a lot of room for the laundry liquid market. “The penetration rate of first-tier cities is about 15% to 20%, but in other cities, it is only 5% to 10%. The price of laundry liquid is still very large.”