深度 | 牙膏“功效时代”前夜，企业该做些什么？

Core Viewpoint - The article discusses the recent regulatory changes in China's oral care market, specifically the introduction of the "Toothpaste Classification Directory (Draft for Comments)," which aims to clarify the classification and efficacy claims of toothpaste products, transitioning from a vague regulatory environment to a more defined and scientifically backed framework [3][4][9]. Summary by Sections Regulatory Changes - The new draft officially incorporates toothpaste into the cosmetic regulatory framework, providing a structured classification system that addresses the previously ambiguous regulatory status [4][5]. - The draft aims to standardize efficacy claims and ensure that toothpaste products are governed by clear legal and scientific guidelines, moving away from the previous "fuzzy reference" approach [3][9]. Efficacy Classification - The draft categorizes toothpaste efficacy into eight distinct categories: Basic Cleaning, Anti-Cavity, Plaque Inhibition, Anti-Sensitivity, Gum Health Improvement, Stain Removal and Whitening, Anti-Tartar, and Bad Breath Reduction [6][8]. - Each category has specific mechanisms and claim language that companies must adhere to, effectively creating a "digital identity" for each toothpaste product that will be used throughout the regulatory process [6][7]. Impact on Companies - Companies are required to align their product development and marketing strategies with the new efficacy classifications, which limits the previously broad claims and encourages a focus on scientific validation [7][10]. - The new regulations emphasize the need for companies to clearly define efficacy logic and formulation mechanisms during the R&D phase, reducing the space for vague or exaggerated claims [7][23]. Children's Toothpaste Regulations - The draft specifically delineates that children's toothpaste can only claim Basic Cleaning and Anti-Cavity benefits, prioritizing safety and simplicity in formulations for younger consumers [8][9]. Market Dynamics - The regulatory changes are expected to shift the competitive landscape from marketing-driven strategies to efficacy-driven and scientifically validated approaches, potentially phasing out brands that rely on ambiguous claims [10][12]. - The article notes that the online toothpaste market reached a GMV of 14 billion, with a year-on-year growth of 23.07%, indicating a rapidly expanding sector despite its complex structure [12]. Industry Challenges - The article identifies three major issues in the industry: medicalization of claims, confusion between product categories, and the "multiple products under one registration number" phenomenon, which complicates consumer understanding and regulatory compliance [13][19]. - The new draft aims to clarify these issues by reinforcing the independence and regulatory compliance of toothpaste products, distinguishing them from medical and therapeutic products [16][19]. Future Outlook - The article suggests that the new regulations will create a healthier competitive environment, favoring brands that focus on compliance, scientific validation, and effective communication of product benefits [25][28]. - Companies are encouraged to proactively adapt to the new regulations by refining their product claims, ensuring compliance, and enhancing their R&D capabilities to meet the evolving market demands [23][24].