网红牙膏的“美白神话”，要破灭了？

Core Viewpoint - The article discusses the rise of the toothpaste brand "Canban," which achieved significant sales of 2 billion in the past year, despite being in a highly competitive market dominated by international giants. The brand's marketing strategies and product claims have sparked mixed reviews from consumers regarding its effectiveness [1][2][26]. Group 1: Consumer Feedback - Some users report positive experiences, noting visible whitening effects after just a few days of use, with some claiming their teeth appeared whiter after two months [4][6]. - Conversely, many consumers express dissatisfaction, stating that after consistent use, they saw no improvement in whitening, with some even experiencing discomfort [10][12][14]. - The controversy centers around the brand's claim of "271% improvement in whitening after 3 days," which has been challenged by users who question the validity of such results [15][19]. Group 2: Brand Development and Market Position - Canban has emerged as a "dark horse" in the toothpaste market, achieving significant recognition since its entry in 2022, with a unique positioning focused on "oral skincare" rather than traditional dental care [20][22]. - The brand's sales data indicates it entered the top 10 in offline toothpaste markets by Q4 2024, with year-on-year growth rates of 184% in market share and 291% in sales [22][23]. - Canban's success is attributed to its strategic marketing, including leveraging live-streaming e-commerce and partnerships with celebrities and influencers, as well as expanding its distribution to nearly a million sales points across over a thousand cities [23][25]. Group 3: Challenges and Future Outlook - Despite its rapid growth, Canban faces challenges related to the credibility of its product claims and the need for transparency in marketing [26][27]. - To maintain consumer trust and market growth, the brand must improve product efficacy and clearly communicate the variability of results among users, including providing comprehensive third-party testing reports [27][28]. - The article emphasizes that for Canban to transition from a "viral brand" to a sustainable one, it must prioritize authenticity and quality, which are essential for long-term consumer loyalty [29].