Young people this year are still headaches for buying shampoo

Kaiboluocaijing original


Author | Wu Jiaoying

Edit | Jin Yan

“If I have 1,000 yuan to buy skin care products, I will spend 900 yuan on my hair.”

Xiao Jing always wants to cry with her friends’ troubles about her hair: the big oil head, soft collapse, always lost hair, and still maintain natural curls, which is too difficult. After a long time, she became an out -of -the -box “ingredient party” in saving her hair.

For a period of time, her strongest demand was to remove oil and control. Therefore, when she bought shampoos, she bought a sulfate -containing meter to live, and then interspersed shampoos that use amino acid tables and salicylic acid. In order to maintain the curl of the hair, these care products must also be guaranteed to ensure silicone oil. In order to protect the hairline, she also bought a can of shampoo and scalp care essence.

Xiao Jing’s father sneered at this. He felt that it was good to use the overlord for decades. “Old card, reliable.”

Xiao Jing’s mother’s most abandoned her to wash her head for half an hour. Big bottles and cheap are okay. When I used to use it, I knew it was not suitable for me. It was absolutely impossible to have silicone oil. “Xiaojing responded.

A family of three different shampoo consumption habits made these bottles and cans squeezed the entire shelf in the local area. From this shelf, you can actually see a history of Chinese shampoo.

In 1988, Procter & Gamble established a joint venture in Guangzhou to obtain a successful shampoo formula in the European and American markets to China. Half of the river. The confrontation is Lux, Xia Shilian, and Qingyang launched by Lianlihua.

However, these western -branded shampoos formulas are more suitable for Europeans and Americans with ellipulous cutting surfaces and more yellow and more curly. Obviously, they cannot fully meet the needs of the hair horizontal cutting surface and darker Chinese consumers.

After seizing this opportunity, in the 30 years of Procter & Gamble and Lianlihua Gourd in China, we have seen that old domestic products such as bee flowers, Aoi, Shulei, Lafang, and good Didi have been appeared one after another. The concepts such as anti -loss effect attract consumers, but because the brand is old and the selling points are always inaccurate the core pain points of users, the emotional cards gradually fail.

Over time, shampoo has become the hardest thing for many people to buy, constantly changing, constantly wrong, and repeating.

Finally, a few years later, the era of new consumption arrived, and a group of emerging domestic products brands rose. They returned to the origin of washing -how to make a shampoo suitable for Chinese consumers.

For young people who have a headache for shampoo, you can look forward to getting rid of the choice of phobia.

Procter & Gamble VS United Lihua, “foreign monk” is hard to read the scriptures


The history of the Chinese shampoo market for more than 30 years can basically be summarized as the “palace fighting history” of Procter & Gamble and Unilever.

As early as the mid -1980s, China gave birth to the first local hair care brand -Bee Flower. The “bee flower” shampoo of the yellow transparent bottle is a childhood memory of many post -80s and post -90s. However, the bee flower that seized the opportunity failed to walk into the home of ordinary people quickly.


In the 1990s, the three major brands launched by Procter & Gamble in the Chinese shampoo market are: Hai Feisi, Piaorou, Pan Ting

Essence Compared with local bee flowers, international big names obviously know how to do marketing.

Hai Fei is the main thing to remove dandruff. On TV, young men and women are always embarrassed because of the dandruff that falls in work or life. At this time, only a bottle of sea flying silk needs to be solved. Later, Hai Feisi also invited the then male god Liang Chaowei to endorse.

Liang Chaowei endorsed Hai Feisi Advertising

Piaorou, as the name suggests, is to make the hair “elegant and soft”. At that time, Piaorou launched a classic advertisement. The protagonist was a popular and modern stewardess. Their flowing long hair was easily thrown into the hearts of thousands of girls. This was probably the “grass” of that era. In addition, this is the first brand to play the concept of “washing the second -in -one”.

Pan Ting’s advertisement also likes to let female stars throw a show to the audience. Compared with Piaorou, it emphasizes health and shine. party.

Looking back now, these advertisements are still classic, and the product selling points are enough to have gimmicks.

At that time, these “big names” shampoos were not only consumer goods, but also fashionable synonymous

Essence By 1993, Procter & Gamble occupied more than half of the Chinese shampoo market.

Seeing that the old opponent was about to win, United Leihua did not sit still.

In the mid -to -late 1990s, Lianlihua’s Lux and Xia Shilian fans appeared. Compared with Lix,

Xia Shilian, who is a gimmick with the plant ingredient “Black Sesame” as a gimmick, and the main health and black and bright, is more like Unilever Challenge P & G’s killer


Xia Shilian’s product selling point is “black”, and the native brand Opi, who was born in 1996 in 1996. Opi’s most famous shampoo is the “Shouwu” endorsed by Andy Lau. However, after the market share was shocked to 12.5%, second only to Piaorou, Opi focused on promoting saponin products, and then maintained perfume washing, and finally ended lonely due to chaos.

Xia Shilian’s shampoo ads

In order to fight against Lianlihua, Procter & Gamble acquired Icalu, who has the concept of plant herbal, and launched Runyan and Sassoon.

Runyan was once considered a trump card for P & G, because it is the first international brand that claims to be “designed for Orientals”

The main Chinese herbal medicine natural herbal is also a traditional Chinese symbol, but Runyan’s selling point of “making the hair is darker and more beautiful” is still too single for the Chinese.

Another battlefield,

In order to snip the sea flying silk, Lian Lihua launched Qingyang, which also focuses on the dedration

Essence Since 2007, Qingyang has signed a series of tough marketing strategies such as Cristiano Ronaldo, sponsoring the F1 team and the Super League team Guangzhou Evergrande, and the main sports market. It has just snatched the cake of the male market from the Procter & Gamble.

C Luo endorse Qingyang Advertising

In the history of this P & G and United Leahua, an invisible problem is that the brand is always “educating” consumers instead of pushing products.

When the consumption is upgraded, users are increasingly understanding their own needs and pain points. The original set of product logic will start to fail


The fact is that by around 2018, the two giants are both in the bottleneck of declining performance and weak growth.

Tang Liang, director of the former Procter & Gamble market and founder of the washing brand planting department, has analyzed the defeat of Icalu and Piaorou’s Bomorice in the article “The mistakes I have committed in Procter & Gamble”.

In Tang Liang’s view, one of the reasons for Ikalu’s decline is to cater to the aesthetics of the new generation and comprehensively change the formula, incense, liquid, and bottle body, which makes users completely unable to recognize new products. This lesson tells him that it is difficult to try to change the habit of consumers for many years. In addition, he euphemistically expressed that Icalu’s upgrade that year did not rely on consumer needs to “innovate”.

The Boori of Piaorou was to market share with Han Gao from Germany and Silk in Japan. However, it turns out that Berry’s high -end, professional positioning, and the romance of the civilian line are inconsistent, and it is difficult to capture the user’s mind.

This may to a certain extent explain the difficulties encountered in the transformation of the two major daily giants.

In the final analysis, Procter & Gamble and Lianlihua still don’t understand Chinese consumers

In this regard, Gao Jianfeng, the founding partner of Shanghai Bogai Consultation, analyzed the pineapple financial analysis, and the consumption upgrade caused the market to diversify and segment the market. Costing the new generation of consumers, eventually because it is difficult to match new demand, causing a slowdown or even decline in growth. On the other hand, with the rise of e -commerce channels, some domestic emerging brands and foreign niche brands have the opportunity.

The old domestic products are refurbished, but “the disease is urgent to invest in medical treatment”?

Of course, in the 30 years of Procter & Gamble and United Leahua, although local brands were weak, they did not have no name.

Following the bee flowers in the 1980s, the Aoni and Shu Lei in the 1990s, in 2000,

Born in Guangdong’s domestic washing brands such as Lafang, Hao Di, Tihua Shixiu, etc., supporting the market for local shampoo

That year, Hao Di and Lafang aimed at the more cheap second and third -tier markets, trying to take the “rural surrounding city” route. In the new century, the marketing capabilities of local brands have also come up. At that time, La Fang’s slogan “Love Life, Airafang” and “Good Everyone is really good” in the mouth of Li Yan, the spokesperson of Hao Di, and swept the north and south through the TV screen.

Li Yanye said good ads

However, after more than ten years, when the shampoo has also begun to upgrade, Shu Lei, Hao Di, and Lafang may be more difficult than Haifei and Piaorou.

Local brands seem to be able to understand the demands of Chinese consumers more. Their product upgrades follow the pace of consumer trends. Basically, “what we want, what we do.” This is to some extent to another extreme of Piaorouhai Filivi-

Caters to the market and abandon education, and do not focus on exploring shampoos formula suitable for Chinese hair quality and scalp

For a while, almost all brands have begun to emphasize that they are “silicone -free” shampoo that can make their hair softer, and some brands have introduced the hot skin care products into shampoo.

For example, after being acquired by the Bayer Dov in Germany and returned to the domestic goods camp, she soon launched a series of products of the Pokoli amino acid washing and care, which focuses on gentle and clean. La Fang, the former “king of affordable”, also made a gimmick of “hyaluronic acid”, claiming that “like a water -light needle”.

At that time, the light people began to pay attention to “health”. Pure natural, Chinese herbal medicines, and plant herbs have also become the labels for the old Chinese products. Among them, the most popular brand is ginger with strong root hair function.

Ziyuan, Lafang, Piaoying, and Dai Cai have launched a variety of ginger hair washing water in the past two years. How to do it for the time being, the price is really not cheap. For example 3 bottles of shampoo sold for 259 yuan, which is more expensive than the “overlord” that once made the hegemony. But from the perspective of sales, there are not many people who are willing to pay.

High -end series shampoo launched by old domestic brands

Speaking of overlords, this is another embarrassing story.

In 2005, with the “Duang” of Brother Jackie Chan, the overlord shampoo advertisement appeared on the scene, predicting the fat that had not yet been stared at by the two international giants.

The good times did not last long. One year after the listing, the overlord was rumored to contain carcinogens, and it was rumored after the quality of the Drug Administration.

Even without this public opinion, the overlord’s anti -shampoo, I am afraid it is difficult to continue the legend in the new consumption era. Because hair loss is actually affected by various factors such as genes, staying up late, anxiety, etc., this means that the effect of overlord treatment of hair loss also varies from person to person. When the invalid samples are getting more and more, the overlord has also begun to fall into the “IQ Tax” controversy. Essence

Bawang Defense Divine Shampoo Classic Package

Moreover, combined with the vomiting of consumers on the Internet, the founder avatars of the founder who took the same hair on the dark green packaging for decades on the dark green packaging for decades, it is not in line with the consumption of the light people today. logic.


In the past two years, the overlord has begun to move closer to young people. For example, adding amino acids to the product, the packaging has also been upgraded to simple and high -end dark green, and even launched a pink packaging female anti -shampoo. But at this time, this blue sea anti -hair loss was long been stared at by large and small brands at home and abroad.

The innovation and upgrading of these old -fashioned domestic products is a bit sick.

Essence The “2021 Allergic Scalp Health White Paper” released by CBNData shows that more dandruff, greasy scalp, and soft hair are the three most common troubles of consumers. Although it is already very hard, it has to admit that whether it is product effect or packaging marketing, old domestic products always seem to have a step step for consumers.

Gao Jianfeng believes that seizing the segmentation of a new generation of consumers in the cleaning market to build products. For old brands that have been suppressed by P & G and United Leihua all year round, it is an opportunity to overtake a curve, but now the sales situation Not ideal, it is also because the scale is still very far away from the traditional head brand. Online marketing and e -commerce channels do not have a fierce new consumer brand, which will inevitably lead to cold markets.

Who can make a shampoo suitable for Chinese people?

In the past two years, the era of new consumption has begun, and in a saying in the Internet: All brands are worth doing it again.

The track is almost changing. Five or six years ago, the first emerging local brands, such as the nourishing source of the domestic silicon oil -free hair washing water, and Adolf, who are known for its essential oil fragrance, were also the leaders of e -commerce players in the track. Compared with foreign brands and traditional domestic products, they smelled consumer preferences of the younger generation earlier.

The product not only focuses on the new concept, but also has to be “high -value”. Buy consumers in the first impression

However, the aesthetic changes of this generation of young people are faster than the brands think. The new consumer wave came, and their consumers found new love again. The double 11 promotion that is about to open this year,

In the super anchor live broadcast room, SPES Poethe, Kimture and the beginning, rock park and other more emerging brands


Born in the era of new consumption, they appeared in a typical online play: head anchors with goods+kol grass+star promotion. Taking SPES Poetry’s hot -selling explosive Haiyan Jiefan cream as an example, this product once sold 110,000 bottles overnight in the live broadcast room, and the sales were getting higher and higher.

In fact, just looking at the appearance and texture of the product, it is not difficult to understand why consumers are attracted: it looks like a can of smoothies, a box of Macron ice cream, and sea salt is like the ocean. The visualization of the new brand has won. Essence

SPES Haiyan Jiefan Cream

Consumers may consume because of “good -looking”, but for new consumer brands,

What is really difficult is how to keep consumers repurchase

Essence “Consumers are voting with feet.” Obviously, only marketing is not good, and they have to speak by products.







For how to make products, new brands can actually “learn from history”. At that time, Piaorou Pan Ting was still doing soft hair washing water, and Ziyuan relied on a silicone oil without a stone to stir up thousands of waves; Qing Yang Hai Fei silk also worked with dandruff. Adolf had begun to study the smell, and the concept of amino acid was amino acid washing.

From the perspective of past brands, although brands have made some innovative efforts for Oriental hair quality, they are more placed on some new ingredient concept and single effect. The current consumer demand is many aspects. For example, it must be cleaned, but also to prevent it, but also control the fluffy oil.

If the new consumer brand does not want to take the old road and seize the user’s pain points to make convincing products, we have to work hard to do research and development. This is much more rare than doing marketing, playing channels, and finding a supply chain, but once breakthroughs are achieved, the effect is immediate.

With the improvement of the Internet infrastructure and the empowerment of Chinese manufacturing, the new consumer brands now have the ability to observe the pain points of consumers faster

Essence For example, SPES Poispi, who has recently paid much attention to, was the head of Netease strict selection and one of the pushing hands of the new consumption wave. It also knows how to understand the needs of user needs and research solutions around user pain points.

According to media reports, in order to study the protection products suitable for Chinese consumers scalp and hair quality, the SPES product research and development team combined with the user pain points of data insights, and went directly to a well -known three hospitals. Sitting for a clinic, using thousands of user scalp issues to empirical the scalp trouble faced by the Chinese people, and then develop the “right medicine” products.

After that, SPES replaced the product’s anti -off component from the original brands such as amino acids and other ingredients, and the Armenis elements that were similar to the anti -proof effect of drug Mino Di were not only guaranteed the effect, but also the effect, but also the effect, but also the effect, but also the effect, but also the effect, but also the effect, but also ensured the effect. The favor of the ingredient party was won.


From the perspective of SPES’s product influence, this is indeed a feasible way. The “2021 National Scalp Health White Paper” released by CBNDATA shows that there are four of the TOP10 of the online scalp -to -brand consumption of online scalp, SPES Poetry and Kono are second and third, second only to Kaose. Last year, there was only a Chinese brand in TOP10.

Source / cbndata

In Gao Jianfeng’s view, the future washing market will continue to continue the current category segmentation pattern, and more new brands will emerge like other tracks.


And because of the brand new, small volume, limited funds, the threshold of the track access is low, and the industry will inevitably occur in the industry. For example, with the development of more subdivided categories, some research and development innovation capabilities are weak, and products are homogeneous in products. Severe brands may face elimination.

In terms of finding user pain points, the new consumer brand of the washing market reached a consensus: what kind of shampoo can help users solve the problem, obviously cannot rely on marketing alone, and in -depth grinding at the scientific and technological level. Chinese products with wrist.

*The interviewee request that the small scene in the text is a pseudonym.