家清行业正陷入一场看似平静却异常艰难的拉锯战。 明面上看，家清产品是每家每户都需要的刚需品。但据数据科技公司Nint任拓发布的《2024 家清行业趋势快速报告》显示，在"网购时，哪些 品类会倾向选择'平替'？"的消费者调研中，家清类目排名第三，39%的消费者会选择家清类平替品。 这表明消费者对家清产品的忠诚度较低，谁家便宜就买谁的，很少会执着于某个特定品牌。 "现在家清行业，就像在薄冰上跑步。不跑的话没流量，卖不上货，但跑快了可能亏本，直接掉入水下。"一位家清品牌负责人的这句话，道出 了家清行业的无奈。 这个人人都在买的刚需赛道，其实一直存在三个彼此缠绕、难以破解的痛点：一是"量大利薄"，规模与利润倒挂，纸品、洗衣液等基础品类虽 是流量入口，但利润极低甚至亏损，陷入"卖得越多、亏得越狠"的怪圈； 二是细分品类存在"劣币驱逐良币"，环境清洁、驱蚊、清洁工具等细分场景的新兴好产品不为人所知，但质量差的产品因低价或高付费曝光吸 引消费者购买，进而透支整个品类信誉； 三是营销"无效内卷"，低价补贴、直播吆喝换来的是"薅羊毛用户"，复购低、品牌认知弱，陷入谁补贴多谁短暂领先、但谁也赚不到钱的循 环，缺乏创新性的营销玩法 ...

Core Viewpoint - The household cleaning industry is facing a challenging tug-of-war, with low consumer loyalty leading to a preference for cheaper alternatives, resulting in a "sell more, lose more" cycle for brands [3][4][6]. Group 1: Industry Challenges - The household cleaning sector is characterized by low profit margins, with leading paper product companies reporting net profit margins of only 1%-2% [8]. - There are three intertwined pain points: low loyalty to brands, the prevalence of inferior products overshadowing quality ones, and ineffective marketing strategies leading to low repurchase rates [4][10]. - Consumers often face information gaps, leading to poor purchasing decisions, as effective products remain unnoticed [6][11]. Group 2: Consumer Behavior - Many consumers habitually stock up on cleaning products during major sales events, which limits online purchasing outside of these periods [11][12]. - A significant portion of consumers (70%) prefer to buy cleaning supplies from offline stores when in need, indicating a gap in online shopping incentives [11]. Group 3: Innovative Marketing Strategies - JD Supermarket is shifting the focus from price wars to delivering higher quality products to the right consumers in appropriate contexts [6][17]. - The "Weekend Cleaning" project by JD Supermarket aims to create a continuous marketing IP that helps consumers discover effective products while addressing the issue of low online sales during weekends [12][44]. - The project has led to significant sales increases, with some products achieving top rankings and high user satisfaction rates [22][29][32]. Group 4: Brand Collaboration and Growth - The collaboration between JD Supermarket and brands like Green Umbrella has resulted in rapid product penetration and increased user engagement through free trials [18][21]. - The project has demonstrated the effectiveness of targeted marketing, with brands experiencing substantial growth in new customer acquisition and repeat purchases [32][45]. - JD's self-operated model and supply chain advantages have facilitated successful cross-brand collaborations, enhancing overall market performance [37][39].