在过去的一年里，并不是大多数品类都在增长。 对于很多品牌而言，绞尽脑汁应对"理性消费"的市场中的困局才是常态。但总有些另类，在整个行业都低迷时，却能逆势爆发。 比如——液体香皂，在个人清洁护理市场整体疲软的情况下，居然增长了55%。 还有大家都熟悉的低温酸奶，可能很多人不知道，它在经历了连续五年低迷之后做到了强势反弹，拉动整个品类的消费量与销售额。 连续观察了中国消费市场三十年，我们非常清楚，今天的逆势增长早已不再靠短暂的爆发。 能在逆势中崛起，背靠的一定是对结构性消费变化——这种共性的敏锐捕捉。 在上面两个逆袭成功的案例中，也有一个共同的内核在起作用——不仅要健康的概念，更要"显性化的健康"。 先来看液体香皂，它瞄准的是消费者对传统香皂和沐浴液的"成分+卫生"焦虑： 其解决方案是：首先使用氨基酸表活或者植物提取物，强调成分透明，保障低刺激；其次，包装环保，采用PET再生瓶身，给自己打上环保健康双重印 记；第三，采用"泵压式单手操作，避免交叉感染"，产品形态肉眼可见的卫生。 同样是健康"可视化"，低温酸奶又是怎么做的？它不是泛泛地讲"健康"，而是把健康拆成了三套可感、可控的可视化系统，共同构建了信任-需求-认 ...

（点击相关链接获取完整文章内容） 2025年第四期消费洞察集锦 本期洞察集锦聚焦渠道与品类。渠道上，全渠道消费成主流，传统渠道承压，新兴渠道崛 起，自有品牌释放增长潜力大。品类中，低温酸奶依靠健康差异化回暖，液体香皂在个护 市场疲软时逆势增长。深入解读，精准把握渠道变革与品类创新逻辑，激活市场新增量！ 更多细分板块洞察，可查看我们视频号20分钟微分享系列的回放。 渠道洞察特辑 两篇深度渠道洞察，通过AI浓缩成2分钟精华音频。助您随时随地掌握核心观点，支持多 场景灵活学习。点击即可收听，欢迎在评论区分享专业见解！ 品类消费纵观 专家服务解决方案 零售快报 2025P4 20分钟微分享系列 点击图片进入小程序下载相关分享报告 欢迎关注【凯度消费者指数视频号】观看最新系列话题 ...

5月28日周三晚 19:00 \ 视频号(早点生活) c 抖音(虎嗅APP) 20:30~21:30 + + 美妆个护 + + + 0 闻献淡香精15ml 原价:360元/瓶 直播价 319元/瓶 ● 闻献印系列淡香精 10ml 味道:初熟之物,杉间 ... 直播价 290元/瓶 ▷ 酵色小胖丁多用霜 原价:89元/个 直播价 89 元/2个 ● KIKO明彩双头唇釉 原价:139/支 169元/2支 直播价 >KIKO干湿两用防晒 粉饼 原价:209元/件 139元/件 直播价 ▷vaa轻肌煥亮卸妆膏 原价:350元件 直播价 230元/件 >vaa美肌细致精华 粉霜 原价:410元/个 DOVO = + 五 / / WAGA 49U 元/个 E > hince高光棒 原价:208元/支 直播价 158元/支 9小迷糊爆款小水库面 @ @ @ @ @ @ 膜组合 an as a see as 原价:169.9元/组 直播价 99.9元/组 es (e) (e) (e) 2 璞医香9号头痛 滚珠 原价:89元/个- 直播价 72 元/个 9璞医香12精油睡眠喷 星75ml 原价:169元/瓶 直播价 119 ...

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].