The market that directly benefited during the epidemic exceeded 200 billion, and new subdivisions emerged endlessly.

Editor’s note: href=”https://mp.weixin.qq.com/s/bF6d3gEovwzelIPWRmIWpQ”> “Aoyama Capital” (ID: cyanhillvc) This article from the micro-channel public number , Author: Aoyama Capital Investment Research Center.

“Qingshan Consumer Products Category Overview” is a category overview formed by Qingshan Capital in the research results of each segment of consumer products, extracting the industry map of hot categories and some important content, and in the form of a series of articles with investors and Entrepreneurs share. Welcome to discuss in the message area, exchange views and industry cooperation opportunities.

Household cleaning broadly includes washing supplies, tissue paper (paper towels / wet wipes), fragrance of flowers, etc. This article mainly discusses the two categories of cleaning lotion and paper products. As mentioned that the market size of the overall household cleaning detergent industry and household paper industry is about 120 billion, with an annual growth rate of more than 6%.

Cleaning lotions include fabrics, dishes, floors, toilet cleaners, air fresheners, and insecticides. Fabrics account for more than 60%, other tableware 11%, household furniture 11%, insecticide 6%, toilet 3%, fresh air 1%. The fabric cleaning market is highly concentrated, with CR10 exceeding 60%. Washing liquid accounts for 70% of the fabric, washing powder and soap each account for 15%. Naais and Libai are both in the revenue category of more than 20 billion yuan, and Blue Moon, which has the largest market share of laundry detergent, has more than 10 billion revenues.

With the upgrading of consumption and the maturity of the market, the proportion of categories such as washing powder, insecticides, polishes, and bleaching agents has declined, and the growth of tableware cleaners, laundry detergents, surface cleaners and toilet cleaning has increased significantly. Washing liquid concentration