Market Overview - The online hair care market reached over 55 billion, with sales exceeding 900 million units from April 2024 to March 2025. JD.com led with a 65% growth, achieving over 11 billion in sales, while Douyin's GMV surpassed 17.5 billion, growing by 42%. In contrast, Taobao and Tmall experienced a 10% decline in sales due to traffic limitations in traditional e-commerce [1][20][31]. Brand Competition Landscape - The competitive landscape saw significant changes, with brands like He Xi, Dan Dong, and Kashi performing exceptionally well. He Xi and Dan Dong ranked first and second on Douyin, with sales growth exceeding 600%. Kashi maintained its high-end market position with new products, while traditional brands like L'Oreal and Pantene focused on technological upgrades to retain market share [2][21][42]. Product Innovation Directions - Consumer demand for hair care has shifted from basic cleaning to precise efficacy, with notable growth in anti-hair loss products, which saw a 73% increase in social media mentions. The popularity of scalp care surged by 198%, and the demand for soothing products increased by 288%. Fragrance and texture enhancements are becoming key selling points, with brands like Kashi and L'Occitane leveraging scent to add value [3][4][5][6]. Marketing and User Insights - Marketing strategies are evolving, focusing on cross-industry collaborations and experiential marketing. Social media platforms like Xiaohongshu and Douyin are central to product promotion, with KOLs driving significant engagement. Brands are also emphasizing long-term care and scientific backing to enhance credibility [7][8]. Future Trends - The hair care market is transitioning to a "3.0 era," characterized by the integration of skincare-level ingredients and personalized care solutions. Concepts like cellular repair and scalp anti-aging are gaining traction, with products like Gu Dan Tang's restoration cream achieving over 500 million in sales [9][10]. The fusion of fragrance and efficacy is also emerging as a dual-value proposition in the market [10]. Summary - The 2025 online hair care market is defined by channel transformation driving growth, efficacy segmentation leading innovation, and content marketing activating demand. Brands need to focus on consumer pain points and leverage social media ecosystems to build differentiated brand perceptions while utilizing technology and scenario innovation to capture market opportunities [11].