一、口腔清洁护理用品行业的市场背景和发展趋势

口腔清洁护理用品行业是一个与人们健康和生活质量密切相关的行业，其产品涉及到人们的日常生活和个人形象，因此受到消费者的广泛关注和需求。2021年我国口腔清洁护理用品行业规模达到521.7亿元，同比增长4.56%，2008-2021年间行业规模增速的复合年增长率为8.72%。预计到2028年，我国口腔清洁护理用品行业规模将达到1030亿元，复合年增长率为9.5%。全球口腔清洁护理用品行业也呈现出稳健的增长态势，2020年全球口腔清洁护理用品市场规模为370亿美元，预计到2028年将达到530亿美元，复合年增长率为6.32%。

The growth of the oral cleaning care products industry is mainly driven by the following factors:

口腔健康意识的提高。随着人们对口腔健康的重视程度不断提升，口腔疾病的预防和治疗成为消费者的关注点之一。口腔疾病不仅会影响人们的咀嚼、吞咽、语言和表情等功能，还会导致全身性疾病的发生，如心血管疾病、糖尿病、呼吸道感染等。因此，消费者越来越倾向于使用有效的口腔清洁护理用品，以保持口腔卫生，预防和减轻口腔疾病的发生和发展。

2021年国民健康调研显示，口腔问题位列国民健康困扰的前五位，且较去年上升一位。2020年我国人均口腔支出为136元，同比增长13%，高于美日韩的1-2%的增速。

口腔美容需求的增加。随着人们对个人形象和美学的追求，口腔美容成为消费者的另一个重要需求。口腔美容不仅可以改善牙齿的外观，如美白、矫正、种植等，还可以提升人们的自信和社交能力。因此，消费者越来越倾向于使用具有美白、抗菌、抗敏感等功能的口腔清洁护理用品，以提升口腔美感和舒适度。

2021年线下市场中，美白类牙膏的市场份额占比为25.94%，位居第二，仅次于牙龈护理类牙膏。

产品创新和营销的推动。口腔清洁护理用品行业的主要参与者，包括国内外的知名品牌，都在不断地进行产品创新和营销活动，以吸引和留住消费者。产品创新主要体现在产品的功效、成分、形式、包装等方面，以满足消费者的多样化和个性化的需求。例如，冷酸灵牙膏采用了专利的氟钙磷酸盐技术，可以有效缓解牙齿敏感；黑人牙刷推出了竹炭纤维刷毛，可以增强清洁力和抗菌力；云南白药牙膏融合了中草药的功效，可以促进牙龈健康。营销活动主要体现在产品的宣传、推广、分销等方面，以提升品牌的知名度和美誉度。例如，佳洁士牙膏与《奔跑吧》节目合作，通过明星代言和互动游戏，增加了产品的曝光度和影响力；薇美姿牙刷与抖音平台合作，通过短视频和挑战赛，创造了产品的话题和流量；登康口腔与京东平台合作，通过直播和秒杀，提升了产品的销售和转化。

二、口腔清洁护理用品行业的市场调查目的和内容

市场调查是指通过收集、整理、分析和解释与市场有关的信息，以帮助企业了解市场的现状和趋势，评估市场的机会和风险，制定和执行市场的策略和计划的过程。市场调查是企业进行市场营销活动的重要基础，也是企业提高市场竞争力的有效手段。

尚普咨询公司作为一家专业的市场调研和咨询机构，为口腔清洁护理用品行业的客户提供市场调查服务的目的主要有以下几个方面：

To understand the market size, structure, distribution and growth rate of oral cleaning and care products industry.

Evaluate the market opportunities and risks in the oral care industry, and provide decision support for customers' market entry, expansion, innovation, etc. Market opportunities and risks refer to the favorable or unfavorable factors that exist or may appear in the market, such as consumer demand, preferences, behavior, etc., competitors' strategies, dynamics, capabilities, etc., industry norms, policies, trends, etc. Through market research, Shangpu Consulting can help clients identify and analyze market opportunities and risks, formulate and implement corresponding market strategies to increase market share and profit margins.

To understand the market competition pattern and competitive advantage of oral cleaning and care products industry, and to provide reference for customer's market positioning, differentiation and brand building. Market competition pattern and competitive advantage refer to the position, ability, behavior and influence of each participant in the market, as well as the advantages and disadvantages relative to competitors. Through market research, Shangpu Consulting can help customers understand and compare the main competitors in the market, evaluate their own competitive advantages and disadvantages, determine and optimize their own market positioning, differentiation and brand strategy, in order to enhance market competitiveness and loyalty.

The contents of the market survey mainly include the following aspects:

Market overview. Market profile refers to the basic situation of the market, such as the definition, scope, classification, scale, structure, distribution, growth rate, etc. The market overview can help customers understand the overall situation and development trend of the market, as well as the potential and space of the market.

market demand. Market demand refers to the consumer demand and preference for oral cleaning care products in the market, such as the quantity, quality, characteristics, motivation, influencing factors, etc. Market demand can help customers understand the characteristics and changing trends of consumer demand, as well as the degree and gap of demand satisfaction.

market supply. Market supply refers to the supply and competition of oral cleaning care products by suppliers in the market, such as the quantity, quality, characteristics, strategies and influencing factors of supply. Market supply can help customers understand the supply characteristics and changing trends of suppliers, as well as the degree of competition and advantages of supply.

市场环境。市场环境是指市场中影响口腔清洁护理用品行业的各种外部因素，如政治、法律、经济、社会、技术、生态等。市场环境可以帮助客户了解市场的机会和风险，以及市场的规范和制约。

三、口腔清洁护理用品行业的市场调查框架和流程

市场调查的框架和流程是指市场调查的逻辑结构和执行步骤，以保证市场调查的有效性和效率。市场调查的框架和流程一般包括以下几个阶段：

确定市场调查的目标和范围。市场调查的目标和范围是指市场调查的主要问题和关注点，以及市场调查的对象和范围。市场调查的目标和范围应该根据客户的需求和目的来确定，同时要考虑市场调查的可行性和有效性。市场调查的目标和范围可以帮助客户明确市场调查的方向和重点，以及市场调查的资源和时间的分配。

Design market research programs and methods. The program and method of market research refers to the specific content and execution method of market research, such as data source, data collection, data analysis and data presentation of market research. The plan and method of market research should be designed according to the objectives and scope of market research, and the effectiveness and efficiency of market research should be considered. Market research programs and methods can help customers understand the specific steps and operations of market research, as well as the evaluation of the quality and effectiveness of market research.

Implementation of market research activities and tasks. The activities and tasks of market research refer to the actual execution and completion of market research, such as data collection, data collation, data analysis and data presentation of market research. The activities and tasks of market research should be carried out according to the scheme and method of market research, taking into account the controllability and flexibility of market research. Market research activities and tasks can help clients obtain market research data and information, as well as market research results and recommendations.

撰写市场调查的报告和建议。市场调查的报告和建议是指市场调查的总结和输出，如市场调查的主要发现、ConclusionRevelations, suggestions, etc. Market research reports and recommendations should be written according to the objectives and scope of the market research, taking into account the readability and usability of the market research. Market research reports and recommendations can help clients understand the meaning and value of market research, as well as the application and implementation of market research.

四、尚普咨询公司服务客户的具体案例

尚普咨询公司作为一家专业的市场调研和咨询机构，拥有丰富的口腔清洁护理用品行业的市场调查经验和案例，为多个国内外的知名品牌提供了高质量的市场调查服务。以下是尚普咨询公司服务客户的一些具体案例：

China market survey of an internationally renowned toothpaste brand. The brand is one of the largest toothpaste manufacturers in the world, with multiple sub-brands and series products, covering different market segments and consumer groups. The brand commissioned Shangpu Consulting to conduct a survey of the Chinese market to understand the scale, structure, distribution, demand, supply, environment, etc. of the Chinese market, as well as the opportunities and risks of the Chinese market, and to formulate and implement strategies for the Chinese market. And plan to provide decision support. Shangpu Consulting uses a variety of market research methods, such as literature analysis, expert interviews, consumer surveys, competition analysis, channel surveys, etc., to collect and analyze a large number of first-hand and second-hand data, providing the brand with comprehensive and In-depth reports and recommendations on the Chinese market. In the report, Shangpu Consulting Company not only described and analyzed the general situation, demand, supply and environment of the Chinese market in detail, but also evaluated and predicted the opportunities and risks of the brand in the Chinese market, and put forward market strategies and action plans for different market segments and consumer groups, including product innovation, channel development, branding, marketing and other aspects of specific recommendations and measures.

Competitive analysis of a well-known domestic toothbrush brand. The brand is one of the largest toothbrush manufacturers in China, with multiple sub-brands and series of products, covering different price segments and functional categories, with a high market share and brand awareness. The brand commissioned Shangpu Consulting to conduct a competitive analysis to understand the strategies, dynamics, capabilities and influence of major competitors in the market, as well as their own competitive strengths and weaknesses, and to provide a reference for the formulation and implementation of competitive strategies and plans. Champ Consulting has used a variety of competitive analysis methods, such as Porter's Five Forces Model, SWOT analysis, competitive map, competitive advantage matrix, etc., to collect and analyze a large number of first-hand and second-hand data, providing the brand with comprehensive and in-depth competitive analysis reports and recommendations. In the report, Shangpu Consulting Company not only described and compared the strategy, dynamics, capabilities and influence of the main competitors in the market in detail, but also evaluated and diagnosed its own competitive advantages and disadvantages, and put forward different competitive strategies and action plans for different competitive scenarios and objectives, including specific suggestions and measures on product differentiation, channel optimization, brand promotion, marketing innovation, etc.

某国内新兴牙线品牌的市场定位和品牌建设。该品牌是国内一家创新型的牙线生产商，主打高端、时尚、个性化的牙线产品，以满足年轻消费者的口腔美容和个性表达的需求。该品牌委托尚普咨询公司为其进行市场定位和品牌建设，以了解市场中的目标消费者的需求和偏好，以及市场中的竞争空间和机会，为其制定和执行市场定位和品牌建设的策略和计划提供指导和支持。尚普咨询公司采用了多种市场定位和品牌建设的方法，如STP分析、品牌金字塔、品牌个性、品牌故事等，收集和分析了大量的一手和二手数据，为该品牌提供了全面和深入的市场定位和品牌建设的报告和建议。报告中，尚普咨询公司不仅对市场中的目标消费者的需求和偏好进行了详细的描述和分析，还对市场中的竞争空间和机会进行了评估和预测，提出了针对该品牌的市场定位和品牌建设的策略和行动计划，包括产品定位、价格定位、渠道定位、品牌定位、品牌形象、品牌传播等方面的具体建议和措施。

Considerations and Suggestions for 5. Market Research

市场调查是一项复杂而重要的工作，需要遵循一定的原则和方法，以保证市场调查的有效性和效率。在进行市场调查时，应该注意以下几个方面：

市场调查的目标和范围应该明确、具体、可行和有效，避免过于宽泛、模糊、不切实际和无意义的问题和关注点。

the scheme and method of market survey should be scientific, rational, systematic, and flexible, avoiding overly simplistic, arbitrary, fragmented, and rigid contents and methods of execution.

市场调查的活动和任务应该规范、准确、完整和及时，避免过于随意、错误、缺失和延误的执行和完成。

市场调查的报告和建议应该清晰、客观、有力和有用，避免过于复杂、主观、无力和无用的总结和输出。

Market research is a continuous and dynamic work that needs to be constantly updated and improved to adapt to market changes and developments. When conducting market research, you should pay attention to the following aspects:

Market research should be conducted regularly and irregularly to maintain the timeliness and accuracy of market information, to discover market changes and trends in a timely manner, and to adjust and optimize market strategies and plans.

市场调查应该广泛和深入地进行，以获取市场信息的全面性和深刻性，充分了解市场的机会和风险，制定和实施市场策略和计划。

市场调查应该开放和创新地进行，以提高市场信息的多样性和独特性，不断探索市场的潜力和空间，制定和实施市场策略和计划。