Jiang Wei started using electric toothbrushes two years ago because of the dentist's recommendation. The young girl who works in a content company in Shanghai has developed the habit of going to see a dentist every year since college.
"At that time, I went to wash my teeth. The doctor recommended me to use electric toothbrush and water floss. I have periodontitis. He suggested that I use an electric toothbrush every day and then fray with water every week." She said, "Although the doctor said this. But I have not been obedient, I think it is quite troublesome to study to buy an electric toothbrush."
Later, in order to cope with the mother's urging, Jiang Wei had to buy the first electric toothbrush, but did not spend any effort to compare research, because her mother heard that Philips is good, she directly bought this brand of products. As a result, this use fell in love - "It's pretty good! It's cleaner than a manual toothbrush, and it's very comfortable."
Whether it's for dentists or electric toothbrush brands, it doesn't seem to be easy to convince people to change their long-standing lifestyle. So far, electric toothbrushes have actually entered China for more than a decade, but the penetration rate is still very low. According to Nielsen data, in 2015, China had only 5% of the high penetration rate of electric toothbrushes compared to 42% of Americans.
This market has long been in the “cultivation stageâ€, and multinational giants including Procter & Gamble and Colgate have assumed the role of initial consumer education.
In 2000, Colgate and China Sanxiao Group jointly established the Colgate Sanxiao Co., Ltd., and in the same year launched the Actibrush electric toothbrush manufactured in China in 50 countries around the world. In 2004, the Colgate children's electric toothbrush was launched.
Around 2003, P&G launched the SpinBrush electric toothbrush under the Crest brand in the Chinese market. According to media reports, the agent at the time reported that although the profit of making electric toothbrush is five or six percentage points higher than that of general daily chemicals, but because there is far no market demand, less than 100 purchases a month may not always be sold. go with.
In 2006, Crest divested all of its brand and business and sold it to Church & Dwight. At present, P&G sells Oral-B electric toothbrushes in China, which is perhaps the most well-known brand in China.
According to Euromonitor International data, from 2010 to 2015, the top four market share of China's electric toothbrush market were foreign companies. Among them, P&G has been ranked first in the past six consecutive years, with a market share of 56.4% in 2015, far ahead of Chez Duwei (9.3%), Colgate (8.2%) and Philips (5.7%). .
Although these pre-emptive multinationals have a natural first-mover advantage, perhaps the market size is too small, the electric toothbrush business is insignificant for the whole business, and the large companies with many product lines are lacking for a long time. The power to expand the new category market.
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