1. market background and development trend of oral cleaning care products industry

The oral care products industry is an industry closely related to people's health and quality of life, and its products are related to people's daily life and personal image, so it is widely concerned and demanded by consumers. In 2021, the scale of China's oral cleaning and care products industry reached 52.17 billion billion yuan, up 4.56 percent year-on-year, and the compound annual growth rate of the industry scale growth rate was 8.72 percent from 2008 to 2021. It is estimated that by 2028, the scale of China's oral cleaning and care products industry will reach 103 billion billion yuan, with a compound annual growth rate of 9.5. The global oral cleaning care products industry is also showing steady growth, with the global oral cleaning care products market size of $37 billion billion in 2020 and expected to reach $53 billion billion by 2028, a compound annual growth rate of 6.32 percent.

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

Increased awareness of oral health. With the increasing emphasis on oral health, the prevention and treatment of oral diseases has become one of the concerns of consumers. Oral diseases not only affect people's chewing, swallowing, language and expression functions, but also lead to systemic diseases, such as cardiovascular disease, diabetes, respiratory tract infection and so on. Therefore, consumers are increasingly inclined to use effective oral cleaning care products to maintain oral hygiene and prevent and reduce the occurrence and development of oral diseases.

According to the 2021 National Health Survey, oral problems rank among the top five national health problems, up one place from last year. In 2020, China's per capita oral expenditure was 136 yuan, up 13% year-on-year, higher than the 1-2% growth rate of the United States, Japan and South Korea.

Increased demand for oral beauty. With the pursuit of personal image and aesthetics, oral beauty has become another important demand of consumers. Oral beauty can not only improve the appearance of teeth, such as whitening, correction, planting, etc., but also enhance people's self-confidence and social skills. Therefore, consumers are increasingly inclined to use oral cleaning care products with whitening, antibacterial, anti-sensitive and other functions to improve oral beauty and comfort.

In the offline market in 2021, the market share of whitening toothpaste was 25.94, ranking second only to gum care toothpaste.

Product innovation and marketing drive. Major players in the oral care industry, including well-known brands at home and abroad, are constantly engaged in product innovation and marketing activities to attract and retain consumers. Product innovation is mainly reflected in the efficacy, composition, form, packaging and other aspects of the product to meet the diverse and personalized needs of consumers. For example, Lengsuanling toothpaste uses patented calcium fluoride phosphate technology, which can effectively relieve tooth sensitivity; black toothbrushes have introduced bamboo charcoal fiber bristles, which can enhance cleaning and antibacterial power; Yunnan Baiyao toothpaste combines the efficacy of Chinese herbal medicine, which can promote healthy gums. Marketing activities are mainly reflected in the promotion, promotion and distribution of products to enhance brand awareness and reputation. For example, Crest Toothpaste cooperated with the "Run Bar" program to increase the exposure and influence of the product through star endorsements and interactive games. Wei Meizi Toothbrush cooperated with the tremolo platform to create the topic and flow of the product through short videos and challenges. Dengkang Oral Cooperation with Jingdong Platform has improved the sales and transformation of products through live broadcast and seconds killing.

Purpose and content of market research on 2. oral cleaning care products industry

Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to help companies understand the current situation and trends of the market, assess market opportunities and risks, and formulate and implement market strategies and plans. Market research is an important basis for enterprises to carry out marketing activities, and it is also an effective means for enterprises to improve their market competitiveness.

As a professional market research and consulting organization, Shangpu Consulting Company provides market research services for customers in the oral cleaning and care products industry for the following purposes:

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.

market environment. The market environment refers to the various external factors that affect the oral care products industry in the market, such as politics, law, economy, society, technology, ecology, etc. The market environment can help customers understand the opportunities and risks of the market, as well as the norms and constraints of the market.

Market Research Framework and Process for 3. Oral Cleaning Care Products Industry

The framework and process of market research refers to the logical structure and execution steps of market research to ensure the effectiveness and efficiency of market research. The framework and process of market research generally includes the following stages:

Determine the objectives and scope of the market survey. The objectives and scope of market research refer to the main issues and concerns of market research, as well as the object and scope of market research. The objectives and scope of the market survey should be determined according to the customer's needs and purposes, while considering the feasibility and effectiveness of the market survey. The objectives and scope of market research can help clients clarify the direction and focus of market research, as well as the allocation of resources and time for market research.

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.

Write market research reports and recommendations. Market research reports and recommendations refer to the summary and output of market research, such as the main findings of market research,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.

The specific case of 4. Shangpu Consulting Company serving customers.

As a professional market research and consulting agency, Shangpu Consulting has rich market research experience and cases in the oral cleaning and care products industry, and provides high-quality market research services for many well-known brands at home and abroad. The following are some specific examples of clients served by Champ Consulting:

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.

Market positioning and brand building of a domestic emerging dental floss brand. The brand is an innovative domestic dental floss manufacturer, focusing on high-end, fashionable and personalized dental floss products to meet the needs of young consumers for oral beauty and personality expression. The brand entrusts Shangpu Consulting to conduct market positioning and brand building for it to understand the needs and preferences of target consumers in the market, as well as the competitive space and opportunities in the market, and to formulate and implement market positioning and brand building strategies and Provide guidance and support for the plan. Shangpu Consulting has adopted a variety of market positioning and brand building methods, such as STP analysis, brand pyramid, brand personality, brand story, etc., collected and analyzed a large number of first-hand and second-hand data, and provided the brand with comprehensive and in-depth reports and suggestions on market positioning and brand building. In the report, Shangpu Consulting not only described and analyzed the needs and preferences of the target consumers in the market in detail, but also evaluated and predicted the competitive space and opportunities in the market, and put forward the market positioning and brand building strategies and action plans for the brand, including product positioning, price positioning, channel positioning, brand positioning, brand image, brand communication and other aspects of specific recommendations and measures.

Considerations and Suggestions for 5. Market Research

Market research is a complex and important work, which needs to follow certain principles and methods to ensure the effectiveness and efficiency of market research. When conducting market research, you should pay attention to the following aspects:

The objectives and scope of market research should be clear, specific, feasible and effective, avoiding overly broad, vague, impractical and meaningless questions and concerns.

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.

The activities and tasks of market research should be standardized, accurate, complete and timely, and avoid too random, errors, deficiencies and delays in the implementation and completion.

the reports and suggestions of market surveys should be clear, objective, powerful, and useful, avoiding overly complicated, subjective, powerless, and useless summaries and outputs.

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.

Market research should be conducted extensively and in depth to obtain the comprehensiveness and depth of market information, fully understand the opportunities and risks of the market, and formulate and implement market strategies and plans.

Market research should be conducted in an open and innovative manner to improve the diversity and uniqueness of market information, continuously explore the potential and space of the market, and formulate and implement market strategies and plans.