Laundry detergent market in China

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Early in the introduction of sulfonate-based detergents, concerns were voiced over the low rates of biodegradation of the branched alkylbenzenesulfonates. A more profound problem arises from the heavy use of sodium triphosphate, which can comprise up to 50% by weight of detergents. The discharge of soluble phosphates into natural waters has led to problems with eutrophication, or the growth of living things, of lakes and streams, often where it is not desirable. That’s why the society and environmental organizations force us to use phosphate-free laundry detergent powder.

Chinese domestic laundry detergent brands:Diao Pai(雕牌), Liby(立白), Keon(奇强), White Cat(白猫) and Lonkey(浪奇)

Diao Pai (雕牌) is a Zhejiang (浙江) company which belongs to Nice (纳爱斯) Group. In its more than 50 years’ development, Diao Pai built up numerous strategic partnerships with several enterprises of top 500. Liby (立白) was founded in Guangzhou (广州) in 1994. Its working fields cover cleanser essence, laundry detergent, toothpaste, paper products and so on. Keon (奇强) was founded in Nanfeng (南风), Guizhou(贵州) province in April, 1996. This company targets people in the countryside as their client base. Currently there are 5 branches, 19 subsidiary companies. White Cat (白猫) was actually founded in 1912 and the first toothpaste was produced in the company. Lonkey (浪奇) was founded in 1959 and implemented famous brand strategy.

Multinational laundry detergent brands: Tide (汰渍) and OMO (奥妙)

Tide (汰渍) is a popular laundry detergent manufactured by Procter& Gamble (宝洁), first marketed in its present form in 1949. The Tide trademark is an easily recognized, distinctive orange-and-yellow bulls-eye. Tide is marketed under various sub-brands, such as “2x Ultra Tide”. In the late sixties and early seventies, it was branded as “Tide XK” (the XK standing for Extra Cleaning), but it was rebranded as “Tide” later on. Surf is a laundry detergent made by Unilever and sold in India, Ireland, South Africa and many other countries. In the United States the Surf product line is owned by Sun Products. The brand OMO (奥妙) was used when it was introduced in Australia and New Zealand but in Australia, Surf as well as OMO is sold and they are both top-selling laundry detergents in Australia. Unilever (联合利华) markets detergent products internationally and uses individual sub-brands to segment those markets. This tactic is also employed by P&G, Unilever’s main competitor. The company has several key detergent brands. The premium brand in most markets is OMO. Surf is usually its secondary brand.

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