China is the largest developing country in the world, every industry is growing rapidly. In China, where the population reached 1.3 billion, 23.68 units soap are consumed a year per person. the average price of soap costs about 0.42 euro in china. Therefore in China, the potential market for soap is 12.93 billion euros. The market growth rate is 20% and it is still developing giving it a ton of potential for players in the industry.
Chinese domestic soap brands Diao Pai(雕牌), Liby(立白), Keon(奇强) and Lonkey(浪奇)
Diao Pai (雕牌) is a Zhejiang (浙江) company which operates under the Nice (纳爱斯) Group. In its more than 50 years of development, Diao Pai established numerous strategic partnerships with several top 500 enterprises. Liby (立白) was founded in Guangzhou (广州) in 1994. Its operates in the sectors of 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 the company owns 5 branches and 19 different brands. Lonkey (浪奇) was founded in 1959 and built up its brand image to create a brand reputation as an established player in the industry.
Safeguard is an antibacterial soap brand Procter & Gamble Company and is sold in the United States, Mexico and Escudo, Ukraine, Latvia, Canada, Egypt, China and Pakistan and the Philippines. Their 1980s “The Smallest Soap in the House” ad campaign was their most memorable. In its ads, people complained about how their Safeguard bars getting smaller and smaller due to excessive use. The ending of each commercial featured a brand-new Safeguard bar in soap suds that, using stop-motion animation, shrunk down just before the voice-over said “The smallest soap in the house”.
Soap vs. Liquid soap
For a long time, when it came to personal cleanliness, there was only one choice for consumers: bar soap. Of course, bar soap came in many guises — square bars and rounded bars, scented and unscented, clear and opaque — but its essential look and function went unchanged for many years. Then other cleansers — both soap and non-soap formulas — began to appear. Bar cleansers were joined by liquid products, which were first used primarily for hand washing. The market eventually became flooded with shower gels, also known as body washes, which quickly became a popular alternative to bar soap. Like so many health and beauty products, there are advantages and disadvantages to both bar soap and liquid soap. One of the main complaints about bar soap is that it washes away more than just dirt. Harsh bar soaps can deplete your skin of the moisture it needs to stay healthy. Liquid soaps, on the other hand, often contain moisturizers, but they are also more likely to have fragrances and other additives that can irritate sensitive skin.
Picture Source: Bar soap v liquid soap