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市场洞察:电动牙刷市场竞争激烈,企业如何突出重围
Tou Bao Yan Jiu Yuan· 2025-09-12 13:09
Investment Rating - The report does not explicitly provide an investment rating for the electric toothbrush industry in China [2]. Core Insights - The electric toothbrush market in China has experienced a decline in sales from 2022 to 2024 due to factors such as severe product homogeneity, unresolved smart features, and a significant reduction in the number of brands from 658 to less than 300 [6][12]. - The children's electric toothbrush segment is identified as a new growth area, with sales increasing by 45% year-on-year in 2024, capturing 11.5% of the market share [12][21]. - The market is dominated by sonic vibration technology, which accounts for 67% of sales, followed by rotating types at 28% [14]. - Online sales channels dominate the market, accounting for 72% of total sales, with significant contributions from live-streaming platforms [18]. Summary by Sections Market Overview - Electric toothbrushes are defined as oral care tools that utilize motor-driven vibrations or rotations to enhance cleaning efficiency compared to manual toothbrushes [3]. - The market saw stable growth from 2020 to 2021, but a contraction occurred from 2022 to 2024 due to various challenges [6]. Product Segmentation - The market is segmented into categories such as adult and children's electric toothbrushes, with adults holding the majority share [11]. - The children's electric toothbrush segment is rapidly growing, driven by increased consumer awareness and demand for smart features [20][24]. Sales Channels - Online sales channels are the primary distribution method, with traditional e-commerce platforms and live-streaming contributing significantly to sales growth [18]. Competitive Landscape - The competitive landscape is characterized by a concentration of brands, with top players like usmile, Philips, and Oral-B leading the market [26][34]. - The first tier of brands focuses on product quality and innovation, while second-tier brands emphasize specific features and competitive pricing [28]. Future Trends - The report highlights a growing trend towards smart features in electric toothbrushes, including connectivity with mobile apps and personalized care recommendations [19][24].