全球分龄洗护行业丨白皮书 核心摘要： 随着我国经济快速发展，庞大的青少年儿童规模及不断提升的育儿投入共同推动母婴行业在各细分领域的快 速成长，婴童洗护行业就是其中最具发展潜力的细分赛道之一，中国有希望超越北美和欧洲，成为世界上最 大的婴童洗护单一消费市场，由此引发了各方对婴童洗护消费者需求及行业发展的高度关注。基于当前行业 各方的高度关注，天猫国际与艾瑞咨询希望通过详实的调研、充分的数据论证为行业从业人员提供行之有效 的行业解决方案，助力大家在婴童洗护行业发展浪潮中精准把握方向，共创辉煌未来，共同守护每一位儿童 的洁净世界，呵护他们健康快乐地成长。 中国市场0-18岁人群规模庞大，是全球最有潜力的母婴市场 截止 2024 年底， 0-18 岁合计出生人口 26180 万人，高于 全球高收入经济体 0-18 岁 合计 出生人口 （ 23014 万人 ）。 其中， 0-3 岁 2812 万人，婴幼儿规模开始缩窄； 4-6 岁 3729 万人， 7-12 岁 10014 万人，儿童规模 超过 1.3 亿， 4-12 岁分龄洗护市场规模巨大； 13-18 岁青少年规模 9625 万人，接近 1 亿，由于第 二性特征的 ...

Overview - The increasing national income level has led to a heightened focus on personal hygiene and skin health among consumers, resulting in a growing demand for functional and personalized bathing products. Traditional products with a single function of "cleansing + moisturizing" are becoming less favored, while diverse needs such as "fragrance experience," "skin repair," and "emotional therapy" are becoming mainstream [1][14] - The Chinese shower gel market is undergoing structural differentiation, with emotional fragrance shower gels meeting consumers' self-expression and emotional regulation needs, while efficacy-based products target specific skin issues like oil control, whitening, and sensitive skin care. Both types are major drivers of market growth [1][14] - In 2024, the total sales of shower gels in China are projected to reach 13.052 billion yuan, a year-on-year decrease of 1.62%. Despite the decline, the drop is less than the overall market, indicating a trend towards rational and fundamental consumption in the shower gel market [1][14] Market Policies - The Chinese government places significant emphasis on the development of the cosmetics industry, including shower gels, and has issued a series of policies aimed at improving production quality, safety, and regulatory compliance. These policies create a favorable environment for the development of the shower gel industry [8] Industry Chain - The shower gel industry consists of an upstream supply chain that includes raw material suppliers (surfactants, soap bases, moisturizers, fragrances, thickeners) and packaging material suppliers. The midstream comprises manufacturing enterprises, while the downstream includes various sales channels such as supermarkets, specialty stores, and e-commerce platforms [10] Consumer Insights - Female consumers dominate the shower gel market in China, accounting for over 60% of consumption. They are often the primary decision-makers in household purchases. Over 90% of consumers prioritize product efficacy, with key considerations including moisturizing, whitening, and antibacterial properties, followed by ingredient safety and natural formulations [12][13] Competitive Landscape - The Chinese shower gel market is highly competitive, featuring numerous participants, including international brands like Dove and Lux, as well as domestic brands like Six God and Lafang. The top 10 brands account for over 50% of the market share, with Six God holding the largest share [14][15] - Shanghai Jahwa, a long-established player in the personal care industry, reported a total revenue of 5.679 billion yuan in 2024, with a gross profit of 3.271 billion yuan and a gross margin of 57.60% [15] - Lafang, established in 2001, achieved a total revenue of 889 million yuan in 2024, with its personal care segment contributing 778 million yuan, representing 87.57% of total revenue [16] Future Trends - The demand for functional shower gels is expected to rise, with products targeting specific skin issues gaining popularity. There will be a trend towards multifunctional products that combine cleansing, moisturizing, fragrance, and mild sun protection. Additionally, as consumers become more health and environmentally conscious, there will be a preference for natural, organic, and additive-free shower gels containing plant extracts and essential oils [17]

Market Overview - The online market size for body cleansing and care reached 15.3 billion yuan in the first half of 2025, representing a year-on-year growth of 14%, and is expected to exceed 17 billion yuan in the first half of 2026 [6][7][8] - Body cleansing sales grew by 7% year-on-year, while body care sales increased by 19% in terms of revenue, with a 21% rise in volume [8][9] - The sales focus is shifting towards content e-commerce, with body cleansing sales on a specific content platform increasing from 32% to 41%, a year-on-year growth of 36% [10][11] Category Analysis - In the body cleansing category, shower gel accounts for nearly 70% of the market, with shower oil showing significant growth at 67% year-on-year [18][21] - The demand for nourishing and soothing products peaks in the autumn and winter seasons, indicating seasonal sales trends [14] - In body care, body lotion/cream exceeded 4 billion yuan in sales, growing by 22%, while hair removal cream and neck care saw growth rates of 36% and 34%, respectively [21][22] Brand and Pricing Dynamics - The brand landscape is characterized by a dominance of mass-market brands, with domestic brands in body cleansing increasing their market share from 49% to 76% and in body care from 52% to 65% [12][13] - There is a noticeable price differentiation, with high-price segments gaining traction in shelf e-commerce, while low-price segments are rapidly growing in content e-commerce [25][27] E-commerce Platform Trends - The report highlights a significant shift in sales channels, with content e-commerce gaining a larger share of the market, particularly in the body cleansing segment [10][11] - The average price of shower oil has decreased, indicating a competitive pricing strategy in the market [27][28] Data Quality Challenges - The industry faces challenges related to data cleaning due to inconsistent platform categories and SKU mixing, necessitating the establishment of a dedicated data cleaning library to enhance data quality for product innovation and strategy formulation [21]

Group 1: Product Evolution - Daily necessities have evolved beyond traditional functions, with products like toothpaste now offering multiple specialized functions such as sensitivity relief and whitening [1] - Innovations in material science have led to products like amino acid shampoo with a pH level matching that of the scalp and dissolvable laundry pods that reduce chemical residues by 30% [1] - The integration of smart technology into daily products enhances user experience, with items like electric toothbrushes that remind users to change and automatic foaming hand soap dispensers [1] Group 2: Environmental Impact - Environmental considerations are reshaping the entire daily necessities supply chain, with refillable packaging becoming standard and brands reducing plastic use by 70% through refill options [1] - Biobased materials are increasingly used, such as toothbrush handles made from corn starch and detergent bottles made from sugarcane extracts [1] - The rise of solid shampoo bars and waterless toothpaste reflects a market trend towards sustainable products, with 68% of consumers willing to pay a 10%-15% premium for eco-friendly options [1] Group 3: Internet Influence - The internet has significantly increased the visibility of daily necessities, with social media influencers showcasing products to millions, turning local items into national bestsellers [3] - E-commerce platforms have eliminated geographical barriers, allowing consumers to easily access products from around the world, thus meeting diverse consumer needs [3] - Brands focused on eco-friendly and natural products have leveraged the internet to build dedicated consumer bases, facilitating rapid brand growth [3] Group 4: Industry Transformation - Industry leaders are contemplating deep transformations by utilizing the internet for marketing, establishing online stores through mini-programs, and promoting via social media [5]

Company Overview - Lafang Home Products experienced a volatile stock performance on August 11, closing at 24.39 yuan, down 1.33% from the previous trading day [1] - The stock saw a rapid rebound during the day, with a more than 2% increase within 5 minutes, reaching a high of 25.08 yuan [1] - The trading volume for the day was 236 million yuan, with a turnover rate of 4.27% [1] Business Operations - The company specializes in the research, production, and sales of personal care products, including hair care, skin care, and cosmetics [1] - Its product range includes shampoos, conditioners, body washes, and skincare products [1] - Lafang operates well-known brands such as "Lafang" and "Meiduosi" within the beauty and personal care industry [1] Financial Metrics - On August 11, the net outflow of main funds was 10.28 million yuan, but there was a cumulative net inflow of 41.42 million yuan over the past five trading days [1] - The current price-to-earnings (P/E) ratio for the company is 105.23 times, and the price-to-book (P/B) ratio is 2.87 times [1]

Core Insights - The article emphasizes the rapid growth of the baby and child care industry in China, particularly in the baby wash and care segment, which is expected to surpass North America and Europe, becoming the largest single consumer market globally [1][12]. Group 1: Market Potential - The population of children aged 0-18 in China is projected to reach 261.8 million by the end of 2024, surpassing that of high-income economies [2]. - The market for children aged 4-12 is particularly significant, with over 130 million children in this age group, indicating a vast potential for segmented wash and care products [2][16]. - The average annual expenditure on child-rearing is expected to exceed 20,000 yuan in 2024, with total costs exceeding 500,000 yuan from pregnancy to age 17 [6][8]. Group 2: Industry Growth - The Chinese baby wash and care market is projected to reach nearly 33 billion yuan by 2024, with expectations to exceed 45 billion yuan by 2028, maintaining a growth rate above 7.5% [16]. - The global baby wash and care market is expected to surpass $14 billion by 2024 and approach $17 billion by 2028, with the Asia-Pacific region, particularly China, being a key growth driver [13][16]. Group 3: Consumer Trends - Consumers are increasingly focused on safety, efficacy, and brand reputation when selecting products, with 52.8% prioritizing natural ingredients and 50.4% considering product efficacy [29][31]. - The demand for facial and scalp care products is rising, especially among older children and teenagers, with significant growth in sunscreen and makeup products for children [18][20]. Group 4: Brand Dynamics - The market is characterized by a low concentration of brands, with a CR10 of 38.5% and a CR20 of 56.2%, indicating a need for diverse brands to meet consumer demands [23]. - Both international and local brands are competing effectively, with local brands rapidly gaining market share through innovative marketing and product development [26][31]. Group 5: Marketing Strategies - Content marketing, authority endorsements, and AI-driven interactive marketing are essential strategies for brands to engage consumers effectively [41][39]. - Social media platforms, particularly short video platforms and Xiaohongshu, are the primary channels for consumers to learn about and share products, with e-commerce platforms being the preferred purchasing channels [27].

Core Insights - The article emphasizes the importance of cultivating internal talent to develop future CEOs rather than relying on external recruitment, using Procter & Gamble (P&G) as a prime example of successful internal development practices [10][11][12]. Group 1: Challenges in Finding CEOs - Many entrepreneurs struggle to find suitable CEOs, often resorting to external recruitment, which is typically unsuccessful [3][14]. - The article discusses the pitfalls of hiring external candidates, including the unreliability of those who actively seek positions after previous failures [14][16]. - Industry experts often fail to transition into CEO roles due to their reluctance to leave their comfort zones, which limits their ability to manage broader business challenges [17][31]. Group 2: P&G's Approach to CEO Development - P&G has a track record of developing over 90% of its management from within, with a significant number of its CEOs being internal promotions [11][12]. - The company focuses on identifying young talent with leadership potential and nurturing them through systematic training and opportunities [58][62]. - P&G emphasizes the importance of selecting candidates based on innate qualities such as a strong drive for success, leadership ability, and resilience [58][59]. Group 3: Cultivating a Growth-Oriented Culture - P&G encourages employees to take on early responsibilities and engage in real projects, fostering a culture of proactive problem-solving [82][86]. - The company maintains a balance between providing employees with the freedom to innovate while ensuring that their proposals are grounded in solid data and practical frameworks [88][90]. - P&G's internal processes are designed to allow for continuous improvement, enabling employees to refine their skills and methodologies over time [120][128]. Group 4: Avoiding Shortcuts and Building Integrity - P&G instills a strong value system that discourages shortcuts and promotes long-term value creation, which is crucial for effective leadership [186][188]. - The company fosters a culture where employees are encouraged to design sustainable business models rather than relying on quick fixes [189][190]. - This value-driven approach helps employees develop the necessary skills to succeed in leadership roles, particularly as CEOs [197][198].

Core Viewpoint - The article highlights the illegal practice of hotels repackaging shampoo and shower gel, emphasizing the associated safety risks and regulatory violations in the cosmetics industry [1][3][10]. Summary by Sections Illegal Practices in Hotels - Recent administrative penalties were imposed on two hotels in Bengbu City for providing unlabelled shampoo and shower gel, which were repackaged from bulk containers to save costs [1][9]. - The repackaged products lacked essential information such as production dates and expiry dates, raising significant safety concerns [9][10]. Regulatory Framework - The Cosmetics Supervision and Administration Regulations prohibit operators from self-formulating cosmetics, highlighting the legal implications of such actions [3][10]. - Multiple regions, including Guizhou and Zhejiang, have reported similar violations, indicating a widespread issue within the industry [3][10]. Consequences of Non-compliance - The lack of awareness among hotel operators regarding cosmetic regulations contributes to the prevalence of illegal repackaging practices [6][10]. - The penalties for such violations can range from fines of 1,000 to 50,000 yuan, depending on the value of the illegally produced cosmetics [11][12]. Industry Implications - The article underscores the need for hotels to comply with cosmetic regulations to maintain consumer trust and avoid legal repercussions [6][15]. - The cosmetics industry faces challenges due to operators prioritizing short-term profits over compliance, which can jeopardize public health [8][15]. Recommendations for Compliance - Hotels should educate staff on relevant regulations and ensure that all cosmetic products provided to guests are properly labeled and sourced from legitimate suppliers [15][16]. - Regulatory bodies are emphasizing the importance of compliance throughout the entire lifecycle of cosmetic products, including proper record-keeping and regular inspections [16].

Core Viewpoint - The partnership between Lehua Entertainment and Huaxi Biological has ended, with Lehua's subsidiary Tianjin Yihua exiting the ownership of the children's skincare brand Runxihe, which was established to address the skincare needs of the founders' daughters [1] Group 1: Company Developments - Huaxi Biological announced the completion of the equity transfer on July 10, 2025, indicating a strategic shift away from the Runxihe brand [1] - The initial collaboration aimed to leverage the strengths of both companies in skincare active ingredients and cultural entertainment, but the operational outcomes did not align with the founders' original intentions [1] - Lehua Entertainment plans to refocus on its core business and IP development following the amicable separation [1] Group 2: Brand Status - Runxihe, which was launched in 2019, is still listed on Huaxi Biological's website as its only children's skincare brand, featuring products like cleansers, moisturizers, shower gels, lip balms, and hand creams [1] - The brand's official flagship store is no longer searchable on major e-commerce platforms like Tmall and JD, with products now primarily available through third-party sellers [1] - The collaboration initially aimed to utilize celebrity influence to boost brand visibility, but this strategy did not yield the expected growth for the children's skincare line [1]

Core Viewpoint - The liquid soap category is emerging as a significant growth segment in the personal care market, driven by consumer demand for convenience, health, and quality, amidst a generally declining market for traditional personal cleaning products [1][2]. Market Dynamics - Liquid soap occupies a unique position between traditional solid soap and shower gel, offering convenience through pump or squeeze bottle designs, and combining cleaning power with gentleness [2]. - The overall personal cleaning market in China is experiencing a downward trend, with liquid soap sales growing by 55% year-on-year, making it the fastest-growing subcategory in personal care [2]. Growth Opportunities - Two strategic opportunities are identified for liquid soap: 1. Replacement of traditional soap by consumers, creating a space for market share growth 2. Expansion into new consumer segments seeking multifunctional products [5]. - The penetration rate of liquid soap is increasing, with a 45% year-on-year growth in households purchasing liquid soap in 2024 [5]. Health and Consumer Trends - Health is a top priority for Chinese consumers, with 62% actively seeking to improve their health, leading to a shift from implicit anxiety to explicit investment in health products [6]. - Liquid soap, often made with amino acid surfactants or plant extracts, aligns with health-conscious consumer preferences, particularly for sensitive skin [6]. - The average price of liquid soap is 0.058 yuan per gram, reflecting an 18% premium over traditional soap, indicating consumer willingness to pay for quality and health benefits [6]. Environmental Considerations - The push for low-carbon packaging and recyclable designs aligns with both EU regulations and China's dual carbon goals, enhancing the appeal of liquid soap among environmentally conscious consumers [6]. Channel Dynamics - The market is shifting towards a "dual-driven, structural reshaping" model, with online channels becoming the primary purchasing method for liquid soap, showing a 47% year-on-year growth in online sales [7]. - Interest e-commerce platforms like Douyin lead in consumer preference, while offline small-format retail channels are also experiencing significant growth, with a 122% increase in liquid soap sales [8]. Consumer Segmentation - High-income households are becoming the core consumer group for liquid soap, contributing over 40% of market share, with young families and older households showing strong purchasing tendencies [9]. - Young families prioritize health benefits, while older consumers appreciate the convenience of pump designs [9]. Competitive Landscape - The competitive landscape is evolving with three key trends: 1. Technological breakthroughs, such as the use of encapsulation technology for effective antibacterial properties [10]. 2. Scenario-based product offerings, providing multifunctional uses [10]. 3. Value symbolism through cultural collaborations and customization for high-net-worth individuals [10]. - Despite the growth, 70% of products still focus on basic antibacterial functions, highlighting the need for differentiation through innovation and emotional resonance [10]. Future Outlook - Traditional soap will continue to dominate in price-sensitive markets, but the trend towards premium, functional, and eco-friendly liquid soap is irreversible [11]. - The application boundaries for liquid soap are expected to expand beyond traditional uses, driving further market penetration and growth [11].