2025洗护赛道复盘：从外资主导到中外博弈，国货差异化破局

Core Insights - The Chinese hair care market is undergoing a transformation driven by consumption upgrades and heightened health awareness, shifting from basic cleaning and care to a focus on scientific maintenance and precision care [1] - Domestic brands are rapidly entering the hair care sector, creating a competitive landscape that challenges the dominance of foreign brands [1][2] Market Overview - The market size of China's hair care industry is projected to grow from 57.3 billion yuan in 2019 to 67.8 billion yuan in 2024, indicating steady growth [1] - International giants like Procter & Gamble, L'Oréal, and Unilever currently dominate the market, holding over 60% market share, but the rise of domestic brands is beginning to shift this balance [2][10] Competitive Landscape - The top 10 hair care products on platforms like JD.com and Taobao are still largely occupied by foreign brands, but domestic brands are beginning to make inroads [2] - The emergence of Gen Z as a primary consumer group is creating opportunities for domestic brands to capture market share through innovative and targeted products [2][9] New Product Launches - Domestic brands are launching new products focused on specific consumer needs, such as scalp health and efficacy, with companies like Proya and Fuda introducing brands that emphasize micro-ecological care [4][5] - The introduction of differentiated products, such as "Awaken Seeds" by Proya and "ABOUT FOCUS" by Xiaokuo Group, highlights the trend towards scientific and emotional care in hair products [4][13] Pricing Strategy - Domestic brands are strategically pricing their new products in the mid-to-high-end range, filling a gap in the market that has been dominated by foreign brands [6][8] - For example, the pricing of new products from brands like Memfa and Proya ranges from 0.229 to 0.457 yuan/ml, targeting the mid-to-high-end segment [8] Future Trends - The competition in the mid-to-high-end market is expected to intensify over the next one to two years, driven by innovation and quality improvements from domestic brands [9][12] - The ability of domestic brands to capture new consumer trends, overcome technological trust barriers, and enhance brand value will be crucial for their success against established foreign competitors [10][12][16]