Recently, a blogger named "Da Ximijun" posted a story on an online video platform about her experience of using non-disposable cleaning tools to infect sepsis in a dental clinic, which became popular.
According to popular science, sepsis can be understood as a life-threatening life and is a severe infection. suppurative bacteria spreads in the hematoma, develops into MODS (multi-organ organ failure) in the short term, and manifests as septic shock .
The blogger's thrilling experience, on the one hand, reminds all young people who are accustomed to staying up late to pay attention to their physical sub-health and enhance their resistance; on the other hand, it can be seen from the oral infection that oral health also affects the whole body.
Compared with European and American countries, Chinese consumers pay less attention to oral problems. In recent years, with the development of social economy and the popularization of oral health education, consumers' oral health awareness has gradually awakened.
According to market survey data from Eggshell Research Institute, 26.3% of residents began to worry or pay attention to oral problems, 16.1% were not satisfied with their appearance, 92.2% said oral health is important to life, and 81.5% agreed with regular oral examinations.
While consumers are awakening, the domestic oral care market is also growing rapidly. According to public data, the Chinese oral health market covering oral care, prevention and treatment is expected to exceed 500 billion yuan in the next 15 years. Oral care has also begun to develop towards refinement, skin care and high-end. At the same time, a number of domestic brands represented by usmile, clay, BOP, etc. are emerging, competing with international brands.
Intelligent upgrade and high-end development
According to the "2021 JD Dental Industry Trend Insight White Paper", the user scale of JD Dental Care category has grown rapidly for three consecutive years. With the increase in consumers' attention to health and appearance, the people's awareness of oral care has been significantly enhanced, the demand for oral care has become more segmented, and the maintenance demand has been further upgraded.
In oral care consumption, per capita consumption of all ages is in an upward stage. Among them, the growth rate of per capita consumption of Generation Z stands out the most and has become the main force of the US-tooth economy. The consumption potential cannot be ignored.
First of all, it is a cleaning tool. The basis of oral cleaning is to clean teeth, and brushing teeth is not just about brushing away food residues, but the key is to remove plaque. Plaque is a breeding ground for oral bacteria and is the main source of oral problems such as caries and gingivitis .
Compared with manual toothbrushes, electric toothbrushes have the advantages of efficient cleaning, strength control, duration guarantee, intelligent functions and a new brushing experience. Experiments have proven that electric toothbrushes can remove 38% of plaque than manual toothbrushes, while reducing gingivitis and gum bleeding , which has gradually gained more and more recognition during use.
In 2015, compared with the more than 40% of the electric toothbrush penetration rate in developed countries in Europe and the United States, my country's penetration rate remains in single digits. The domestic market is also occupied by well-known foreign brands such as Philips , Oral-B, Panasonic .
After 2019, the rise of affordable domestic electric toothbrushes represented by brands such as Sushi, mijia and Usmile has contributed important strength to the popularization of domestic electric toothbrushes.
In terms of toothbrush function, product development is also constantly drawing up new tricks, such as Ole B's 3-fold pressure reminder, and smart Bluetooth positioning to ensure that every tooth is brushed cleanly; Oclean's smart frequency conversion anti-splash, intelligent voice and voice memo; Philips high-end 9 Series HX9954 has 4 brush heads, and also intelligently recognizes and matches 3 strengths and 5 modes such as cleaning, whitening, gum health, deep cleaning, tongue coating cleaning, providing 15 brushing experiences.
The improvement of oral care awareness has also driven the popularization of professional care products. In addition to electric toothbrushes, toothbrusher is entering the vision of more consumers.
Pulse and water pressure are the key mechanisms for the pulsed tooth pulser to play a cleaning role. The combination of the two on the tooth surface and periodontal tissue can produce the effect of alternating pressurization and decompression cycles. During the pressurization stage, the water flow rushes into the adjacent gaps of the teeth and the periodontal pockets. During the decompression stage, the smooth flow of food residues and bacteria is conducive to the smooth flow of outflow of food residues and bacteria. It is an effective tool to supplement oral cleaning blind spots and assist teeth cleaning.
According to the "2020 Dental Care Industry Latest Trend Report", the GMV growth index of tooth impulses reached 206, becoming the category with the highest growth rate among oral care products. The growth of tooth punchers is another upgrade in oral care consumption, making oral care more refined and high-end.
Compositional concept and scenario-based marketing
With the intergenerational changes in population and the strengthening of people's awareness of oral health consumption, the development of my country's oral care industry has entered a new turning point, and the alternation of new and old brands in the oral care track is also accelerating.
In the past two or three years, the national trend has become a trend, and domestic brands are constantly refreshing their presence in various tracks. Compared with foreign brands, local brands have the advantages of understanding the psychology of local consumers and grasping the changes in local consumer culture. In the development of product , is also easier to create something that attracts local consumers.
"2021 JD Dental Industry Trend Insight White Paper" pointed out that Generation Z loves to taste new things in oral consumption, and has a high acceptance of emerging categories and products. Fine oral care products such as oral spray, electric toothbrush, toothbrush, toothbrush, mouthwash, tooth patches, floss and other refined oral care products are growing rapidly.
In the past, the old brands in the oral care industry emphasized the family consumption scenarios, the product packaging is conventional, mainly in tubular and bottle shapes, with large specifications, which appear monotonous and boring, and pursue preferential and practicality.
However, as the demand of the new generation of consumers is upgraded, new brands are paying more attention to personal consumption scenario marketing, and constantly launching portable and personalized packaging such as bags, cans, strips, jelly cups; and the products break the conventional paste form and develop into powder, block, mousse, bubbles, capsules, sprays and other forms.
For example, the bubble mouthwash pills launched by the new brand Qingzhi Scientific Research, after chewing, it can produce dense clean bubbles, thereby cleaning the mouth; half also launches a two-purpose toothpaste mouthwash, which is a paste, but is easily soluble in water; Baimeiyiren's mousse foam toothpaste is press-packed and easy to use. The
brand is also constantly innovating in its products, launching new categories such as tooth cleaning pens, tooth cleansing creams, whitening teeth stickers, , etc., using more innovative forms to attract consumers to try new purchases and constantly cultivate their new consumption habits.
In addition, consumers who overlap with the "ingredient party" in beauty and skin care have moved to oral care, and still retain the consumption habit of putting efficacy first and scientific care.
In order to cater to the general trend of ingredient differentiation, the brand focuses on adding conceptual ingredients such as probiotics, amino acid , enzyme , etc. in its products, such as half toothpaste containing caviar essence and probiotic extract; BOP has launched enzyme lock white tooth patch to open up the ingredient care scenario.
At the same time, functional foods have also entered the oral track, such as the Bobo Oral Probiotics launched by WONDERLAB, which are selected for six patented strains including Lactobacillus rhamnosus , Lactobacillus Swiss, Bifidobacterium longum , Lactobacillus salivary , Lactobacillus plantarum and Bifidobacterium animal . The purpose is to balance the oral flora, inhibit the growth of anaerobic flora, avoid the odor gases and sulfides produced by anaerobic flora, and achieve a fresh and healthy oral effect.
A variety of oral care products have been pushed to the forefront. The consumption threshold of these fast-moving consumer goods is lower, and users have strong psychological demands on trying out. They also focus on personalized and portable small packaging, which broadens personal use scenarios, increases consumption and repurchase rates, and accelerates market development.
Summary: From the perspective of market trends, in the future, refinement and high-endization will become the keywords of oral care.When the penetration rate of oral care products in my country is not high, it also means that it has huge room for growth. The market for oral cleaning small household appliances represented by electric toothbrushes is still a blue ocean, and new brands also understand the good things about young consumers better.
However, under the fancy gimmicks of various product packaging and innovative forms, brands still need to continue to deepen product functions. After attracting consumers, what can retain users is the product core.
