DATA SPECIALITY REVIEW BENCHMARKING 知行数据观察 洗发护发品类 知行合一集团 经营使命 以数为据，不让企业走弯路 核心价值观 企业精神 对标找差距，复盘取机会 经营理念 客户的生意就是知行人的命 行业宏观市场调研 洗发护发行业定义及分类 洗发护发产品是一类以清洁头发、调节头皮微生态、改善头发物理与化学状态、修护受损发质、维持头发美观形态为核心功能的 个人护理用品，主要作用于头发及头皮表面，通过温和的配方成分实现清洁、滋养、防护等效果，广泛应用于日常个人护理与专 业美发场景。 类别 去屑止痒型 控油清爽型 滋养修护型 防脱固发型 舒缓头皮型 产品特点 抑制头皮真菌，调节角质 代谢，快速减少可见头屑 与瘙痒感 深层清洁头皮油脂，疏通 毛囊，使用后发根蓬松 侧重发丝修复，补充脂质 与蛋白质，提升光泽、顺 滑度与强韧度 旨在减少洗护过程中的异 常脱发，强健发根 专为敏感头皮设计，配方 极简温和，旨在修复头皮 屏障、维持稳定 核心成分 吡罗克酮乙醇胺盐、酮康 唑、水杨酸、硫磺、红没 药醇 皂基、SLS/SLES、黏土 （高岭土）、水杨酸、茶 树精油 硅油、植物油脂、水解角 蛋白、氨基 ...

Core Insights - The current market for hair care brands in China is experiencing significant growth, with a clear delineation of brand tiers based on sales thresholds [3][4] - The scalp health market is expanding rapidly, with a projected market size of 600 billion yuan by 2025, reflecting a stable growth rate of around 10% [5] - The anti-hair loss segment is the most competitive area within the hair care market, with the Chinese market expected to reach 300 billion yuan by 2030, accounting for nearly one-third of the overall hair care market [6] Market Dynamics - The hair care market is characterized by high growth, high prices, and low consumer trust, driven by increasingly discerning consumers and tightening industry regulations [11][12] - The demand for anti-hair loss products has evolved from traditional concepts to a more systematic approach to scalp health management, with a younger and more diverse consumer base [12] - Regulatory frameworks are becoming more stringent, requiring anti-hair loss products to meet high standards of proof regarding efficacy and safety [13][14] Competitive Landscape - The market is witnessing a division among brands, with a focus on "certified" products and specialized offerings, as evidenced by the significant number of new certifications issued for anti-hair loss products [17][19] - Major international brands dominate the high-end market, while local brands leverage unique concepts and certifications to differentiate themselves [21] - The competition is shifting towards technological innovation and trust-building, with brands needing to demonstrate clinical validation and effective solutions [23][31] Innovation and Trust - The industry faces challenges related to ingredient efficacy and consumer skepticism, necessitating breakthroughs in formulation and delivery methods [25][28] - Brands are increasingly focusing on establishing trust through transparent communication of product efficacy and user experiences [29][31] - The successful brands in the future will likely be those that can balance technical advancements with consumer trust and emotional connections [31]