Project background:

Deodorization products refer to products that can effectively remove the odor and bacteria on the air, object surface or human skin, mainly including deodorization agent, deodorization detergent, deodorization spray, deodorization aromatherapy, etc. Deodorization products have a wide range of applications in daily life, especially under the influence of the new coronary pneumonia epidemic, consumer demand for deodorization products has increased, and the market size has been expanding. In 2020, China's total import and export of sterilization and deodorization products was US $12.337 billion billion, up 35.84 percent year-on-year; in 2020, China's production of sterilization and deodorization detergents was 11.088 million million tons, up 10.8 percent year-on-year from 2019.

Customer pain points:

The client of Shangpu Consulting Company is an enterprise specializing in the production of sterilization and deodorization products. The main products are sterilization and deodorization agents, sterilization and deodorization detergents and sterilization and deodorization sprays. The company has a certain reputation and market share in the market of sterilization and deodorization products, but it faces the following problems:

-Insufficient product innovation capabilities, lack of differentiated product features and advantages, and difficulty in meeting the diverse needs and preferences of consumers;

-Fierce market competition, many brands of similar products, frequent price wars and promotional wars, resulting in a decline in product profit margins;

-Market channels are not smooth, online and offline sales channels are unbalanced, lack of effective channel management and maintenance, and it is difficult to expand market coverage and influence;

-Brand image is not prominent, lack of effective brand publicity and promotion, it is difficult to enhance brand awareness and reputation, the formation of brand loyalty.

Project purpose:

In September 2023, in order to help customers solve the above problems and enhance their competitiveness and profitability in the market of sterilization and deodorization products, Shangpu Consulting Company completed the market research and competition strategy optimization project of sterilization and deodorization products, aiming to achieve the following objectives:

-Understand the current situation, scale, trends, opportunities and challenges of the sterilization and deodorization products market, and investigate the market demand characteristics, consumer behavior, purchase motivation and preferences;

-Evaluate the performance, strengths, weaknesses, opportunities and threats of customers' products in the market, and the differences and competitiveness between the products studied by users and the products of benchmarking enterprises;

-Propose innovative suggestions for customer-specific products, including product features, design, packaging, pricing, etc., to enhance product differentiation and added value;

-Propose optimization suggestions for customers' market channels, including the integration, expansion, management and maintenance of online and offline channels to improve market coverage and penetration;

-Put forward suggestions for improving the brand image of customers, including brand positioning, core value, communication strategy, marketing activities, etc., to enhance brand awareness and reputation, and form brand loyalty.

Research object:

In order to ensure the quality and effectiveness of the project, Shangpu Consulting Company adopted a variety of research methods, including literature research, enterprise research, consumer questionnaire, consumer research, consumer observation, mysterious customers, etc., involving the following research objects:

-The relevant policies, regulations, standards and associations of the sterilization and deodorization products industry;

-Data, reports, information and comments on the market of deodorizing products;

-experts, scholars, consultants and commentators in the industry of deodorizing products;

-The main benchmarking enterprises in the market of degerminating and deodorizing products, including Costco/COSTCO, MatsumotoKiYoshi, Duoduo, Dew/Dettol, Wicky/UYEKI, Shanghai Jiahua, Car Servant/CHIEF, Augilong, Dibaokang, Jieliang and other brands;

-There are 1000 potential consumers and existing consumers in the market of sterilization and deodorization products, including 500 males and 500 females. The age distribution is between 18 and 60 years old, and the income level and consumption level are different.

Project Content:

According to the purpose of the project and the research object, Shangpu consulting company designed the following project content:

-Market research: research on the development history, market size, market structure, market segmentation, market growth rate, market share, market distribution, market trends, market opportunities and market challenges of the sterilization and deodorization products market;

-Demand research: research on the demand characteristics, demand, demand structure, demand changes, demand forecasts, etc. of the sterilization and deodorization products market;

-Consumer research: research on consumer characteristics, consumer behavior, consumer preferences, consumer motivation, consumer satisfaction, consumer loyalty, etc. of the sterilization and deodorization products market;

-Competitive research: research on the competitive landscape, benchmarking enterprises, competitive strategies, competitive advantages, competitive disadvantages, competitive threats, etc. of the sterilization and deodorization products market;

-Product research: user research on product features, product features, product design, product packaging, product pricing, product sales, product market share, product advantages, product disadvantages, product opportunities, product threats, etc;

-Channel research: channel characteristics, channel structure, channel type, channel selection, channel management, channel maintenance, channel effect, etc. of the products studied by users;

-Brand research: brand characteristics, brand positioning, brand core value, brand communication, brand promotion, brand activities, brand effect, etc. of the products studied by users;

-Innovation suggestions: according to the results of product research, channel research and brand research, put forward innovative suggestions for customers' products, including improvement and optimization of product function, design, packaging, pricing, etc., so as to enhance product differentiation and added value;

Channel suggestions: according to the results of channel research, put forward channel suggestions for customers' products, including the improvement and optimization of online and offline channel integration, expansion, management and maintenance, so as to improve market coverage and penetration rate;

Brand suggestion: according to the results of brand research, put forward brand suggestions for customers' products, including improvement and optimization of brand positioning, core value, communication strategy, marketing activities, etc., so as to enhance brand awareness and reputation and form brand loyalty.

Project Value:

Through the implementation of this project, Champ Consulting provides the following values to its clients:

Help customers to understand the current situation and development trend of the market of sterilization and deodorization products, and provide strong data support and research basis for customers' strategic decision-making;

Help customers identify and explore the potential opportunities and challenges in the market, and provide effective guidance and suggestions for customers' market expansion and risk prevention;

Help customers to optimize and innovate the function, design, packaging and pricing of products, improve the differentiation and added value of customers' products, and enhance the competitiveness and attractiveness of products;

Help customers optimize and integrate online and offline channels, expand wider market coverage and penetration for customers' products, and improve product sales efficiency and effectiveness;

Help customers to enhance and shape the image and value of the brand, enhance the brand's popularity and reputation for customers' products, and enhance the brand's influence and loyalty.