中国是世界第一大牙膏生产国、消费国和出口国，去年市场整体销售额为339.8亿元，同比增长0.86%。 从销售渠道结构来看，仍然以线下为主，占比达75.96%。下面我们就根据尼尔森零售研究报告（按销 售额计），简单介绍一下行业竞争格局。 葛兰素史克（舒适达）、纳美分别排在第八、九位，市占率均不足3%。联合利华（中华）名列第七， 市占率4.06%。中华牙膏原属于上海牙膏厂，诞生于上世纪50年代中期，市场份额一度高达四成，94年 联合利华取得品牌经营权。虽然早已从销量第一的宝座滑落下来，但时至今日，中华仍然是集团口腔护 理业务支柱。 薇美姿（舒客）以4.88%的份额排在第六。2022年2月，薇美姿启动了赴港上市计划。该公司成立于06 年，旗下拥有牙膏、牙刷品牌舒客、舒客宝贝，通过"高端做形象、低端冲销量"的战略模式，签约贝克 汉姆、李冰冰等大牌明星担任品牌代言人，与舒克贝塔、迷你特工队等IP展开联名，快速打响知名度。 写在最后 虽然外资品牌仍旧强势，但本土品牌也不容小觑，通过产品结构的持续升级、渠道运作的持续精耕，竞 争实力已逐步赶超外资品牌，重新占据主导地位。值得注意的是，随着消费者需求的多元化，口腔护理 行业早 ...

Group 1 - The endorsement marketing market is experiencing a structural adjustment and emotional marketing, with a 5.4% year-on-year increase in the number of endorsers from January to May 2025 [1][18] - The beauty and skincare industry leads with a 35% increase in the number of endorsers, while the commercial/service industry sees a 38.5% growth, marking it as the fastest-growing sector [1][18] - Top entertainers like Xiao Zhan, Bai Lu, and Di Li Re Ba maintain high commercial value due to popular works, while emerging actors like Zhai Xiao Wen see significant value increases from trending series [1][11] Group 2 - The proportion of mid and lower-tier endorsers has increased by 8 percentage points, with B and C category stars primarily being film and television actors, making up 58% of endorsements [2][34] - Brands are increasingly building "endorser matrices," with platforms like Taobao and Tmall adding over 10 endorsers, and short drama actors gaining traction through flexible short-term collaborations [2][38] - Emotional marketing is driving brands to focus on precise emotional engagement, with campaigns like Atour Planet's collaboration with Niao Niao resonating with "low-energy" consumers [2][18] Group 3 - The endorsement market continues to recover, with a 5.4% increase in the number of endorsers and a 1.4% increase in brand endorsements from January to May 2025 [18] - The entertainment sector, particularly film actors, musicians, and idol artists, sees the highest growth in new endorsements and brand collaborations [19][34] - The number of endorsements for top sports stars has doubled, despite a 31% decline in overall endorsements in non-Olympic years, indicating a concentration of value among leading athletes [25][26] Group 4 - The trend of brands pursuing popular stars during the airing of their works has led to a noticeable increase in new business collaborations [20] - The endorsement landscape is shifting towards short-term collaborations with mid-tier stars, as brands focus on cost efficiency [24][34] - The rise of short drama actors as a new force in endorsements is evident, with over 15 brands collaborating with them in early 2025 [38][39]