身体护理市场量降额升的背后，日化智云如何赋能企业在存量竞争中突围？

Core Insights - The body care market is undergoing profound changes due to dual pressures from consumption upgrades and stock competition, prompting brands to seek refined growth strategies [1] - The market is experiencing a trend of declining volume but increasing sales value, indicating a restructuring driven by consumption upgrades [3] Market Trends - Overall sales volume across all categories has decreased by 16.1% year-on-year to 26.89 million units, continuing the downward trend since 2024; however, sales revenue increased by 2.84% to 2.12 billion yuan in the first half of 2025, highlighting a "volume decline, value increase" pattern [3] - The body cleaning market is shifting from "basic cleaning" to "value consumption," necessitating product innovation that accurately meets market demands [7] Product Innovation Trends - There is a significant consumer interest in products that meet the needs of sensitive skin, particularly those with "oil control" and "acne treatment" properties, leading to increased attention on gentle acid ingredients [7] - Consumers are showing great interest in skincare ingredients in bathing products, with a trend towards gentle, natural, multifunctional, and environmentally friendly components [8] - Fragrance has become a core competitive advantage, with scenario-based narratives transforming from an "additional attribute" to a "core selling point," resulting in a 418% year-on-year increase in sales of fragrance products [9] Brand Strategy and Support - The "Zhiyun Whale Creation" service by Zhiyun aims to empower brands with innovative product development, leveraging advanced R&D technology and global raw material resources to meet diverse market demands [10] - The service utilizes deep market insights and big data algorithms to identify high-potential trends, ensuring that new products meet market needs in terms of efficacy, experience, and ingredient value [12] - Zhiyun has successfully empowered over 200 well-known brands in product upgrade innovation, helping them quickly seize market opportunities [12] Future Outlook - Zhiyun plans to continue enhancing its full-chain service capabilities, focusing on precise trend insights, cutting-edge R&D, and efficient supply chain collaboration to help brands build core competitiveness in ingredient innovation, experiential marketing, and customer engagement [13]