Liquid detergents have attracted more and more attention due to their flexible formula, fast dissolution, simple manufacturing process, low equipment investment, compound sustainable development strategy, convenient use and environmental protection. Liquid detergents are developing rapidly. In 2018, the global laundry detergent market reached US$25.1 billion.
Low barriers to entry into the industry
At present, the upstream of the laundry detergent industry is mainly composed of various chemical raw materials, which are processed into a laundry detergent masterbatch, and then packaged into a finished product through a simple procedure, and finally enter the major supermarkets and commissaries to reach consumers. It is worth noting that there are hidden business opportunities in the laundry detergent master batch.
On the whole, the barriers to entry for the laundry detergent industry are relatively low. It is understood that although the production formula of laundry detergent is complicated, it is easy to obtain, so it is not enough to become an entry barrier for the industry. In addition, the cost of laundry detergent machinery and equipment is low, and the operation is simple, which means that potential entrants do not need to invest too much cost in the early stage.
The size of the international market reach 30 billion yuan in 2020
From the perspective of the development of global laundry detergents, laundry soap is the first generation laundry detergent, washing powder is the second generation laundry detergent, and laundry detergent is a new generation of fabric washing products that only appeared in the 1980s and is the third Substitute laundry detergent. In terms of the global laundry detergent market size, according to the calculations of the Foresight Industry Research Institute, laundry detergent accounts for about 20% of the global laundry detergents. According to the global market size of laundry products and laundry detergents, the industry market will reach 30 billion yuan.
The scale of domestic laundry detergent market is rising steadily
The laundry detergent revolution in China broke out at the end of 2008. Before that, although there were also many types of laundry detergent on the market, consumers’ traditional laundry habits could not quickly switch from laundry detergent to laundry detergent due to the high price. The liquid market cannot be stronger and bigger. Until 2009, the laundry market has undergone tremendous changes, and the sales revenue of laundry detergent has risen rapidly.
In recent years, the status of laundry detergent in my country has grown rapidly. In 2012, my country's laundry detergent accounted for only 28.42% of liquid detergents and only 14.94% of synthetic detergents; in 2018, the proportion rapidly increased to 44.53%, and the proportion of synthetic detergents also reached 34.59%.
According to data from the National Bureau of Statistics, China's laundry detergent industry achieved sales revenue of 51.44 billion yuan in 2019, a year-on-year decrease of 1.29%. In 2021, forward-looking forecasts, the industry market size will slightly rebound to about 53 billion yuan.
Complicated raw material formula
At present, the raw materials of the laundry liquid industry involve many chemical materials, and there are corresponding additives according to different uses, so the formula is more complicated. It is understood that one of the main raw materials of laundry detergent is the active agent, such as anionic surfactants, nonionic surfactants, and zwitterionic surfactants.
According to the statistics of Cat Checking Cats, currently, there are fewer participants in the active agent industry. As of December 2020, the number of anionic surfactant companies has reached 197, the number of nonionic surfactant companies has reached 207, and the number of zwitterionic surfactant companies has reached 10. In terms of distribution, these companies are more distributed in five provinces: Liaoning, Jiangsu, Hebei, Shandong, and Guangdong.
In addition to active agents, the raw materials of laundry liquids also include solvents, preservatives, chelating agents, enzyme preparations and so on.
Hidden Blue Ocean-Laundry Liquid Master Batch Market
After processing, the raw materials have been made into laundry detergent masterbatch. According to statistics, the current wholesale price of laundry detergent masterbatch on 1688 is 6-10 yuan per kilogram. And one kilogram of laundry detergent masterbatch can be adjusted into 20-40 kg of laundry detergent. After the manufacturer purchases the masterbatch, it is processed and packaged into a finished laundry liquid, and its selling price can be increased several times. In spite of the fierce competition in the laundry detergent industry market, the considerable profit margin and low entry barriers have attracted many potential competitors to conquer the city in the local market, thus giving birth to the laundry detergent master batch market.
According to the researcher's observation, on Alibaba's wholesale platform 1688, in addition to providing laundry detergent masterbatch, merchants can also provide technical support for the subsequent production of laundry detergent products. This shows that the laundry detergent master batch market has formed a climate. At the same time, the researcher also observed that at present, there are not many merchants that provide laundry detergent masterbatch on the 1688 platform. Compared with the many competitors of laundry detergent products, this is a blue ocean that is not yet known to the public.
Red sea-finished laundry detergent
Level of competition
Judging from the current participants in my country's laundry detergent industry, it mainly includes four categories: international brands, domestic leading fabric washing brands, professional liquid washing manufacturers, and shampoo and shower gel manufacturers.
According to the latest statistics, in 2020, the top ten companies in the laundry detergent industry are Blue Moon, Unilever, Willows, Tide, Super Energy, Qinghua, Liby, Bilang, Mom's Choice, and Langqi. In recent years, many companies such as Blue Moon, Wei Lai, Tide, Bilang, Liby, etc. have developed well, and their marketing strategies have been indispensable.
From the perspective of the regional distribution of brands, there are obvious regional differences in the consumption of detergent brands, and the gap in the utilization rate of the same brand in different cities is very prominent.
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