被万亿巨头忽略的赛道，却受年轻人追捧，有公司年销70亿

Core Viewpoint - The soap market is experiencing a transformation driven by consumer preferences for natural and handmade products, despite the dominance of liquid personal care products. This shift reflects a broader trend towards simplicity and sustainability in consumer choices [4][5][22]. Market Overview - The soap market is relatively small compared to the skincare and shampoo markets, with soap accounting for only 21.43% of the body cleansing category sales in the first three quarters of 2024, while shower gels/oils hold 64.41% [4]. - Major brands like Safeguard and Lux maintain a strong position in the market, with soap prices typically ranging from 5 to 10 yuan, leading to slow growth [5][21]. Consumer Trends - There is a growing interest in natural, eco-friendly, and handmade soaps, creating localized market opportunities despite the overall stability of the soap market [5][8]. - A survey indicated that mainstream consumers expect soap prices to remain below 10 yuan, but there are signs of a shift as the market share for soaps priced between 10-20 yuan increased by 1.5% in May 2023 [8]. Brand Innovations - Brands like Hanbaoli are focusing on expanding the use cases for soap, emphasizing fragrance and emotional value, which allows soap to be perceived beyond just a cleansing product [10]. - The brand is experimenting with higher-priced products (29.9 yuan and 39.9 yuan) that utilize premium ingredients and unique scents to support the price increase [10]. Market Dynamics - The traditional soap market is facing challenges in scaling production while maintaining quality, as seen in the experiences of brands like Le'erfu, which emphasizes the importance of natural ingredients and long curing times [12][18]. - The success of brands like Lush, which combines a strong brand ethos with innovative product offerings, demonstrates the potential for redefining the soap category in a way that appeals to a broader audience [19][22]. Future Outlook - The soap market is expected to evolve with a blend of industrial production and handmade craftsmanship, where each plays a distinct role in meeting consumer demands for personalization and quality [22]. - The potential for redefining soap products is significant, as they can be adapted into various forms and uses, moving beyond the traditional perception of soap as merely a cleansing tool [23].