Part one Analysis on industrial survey
Chapter one Developing survey 1
Section one Definition and categories 1
1, Definition 1
2, Categories 1
3, Components and mechanism 2
Section two Analysis on developing features 5
1, Higher concentration 5
2, Low per capita consumption level and great market potential 6
3, Change of enterprises’ strategy is following the market demand 6
4, Short of effective integration in marketing strategy 7
5, Diversified management became the trend 7
Chapter two Analysis on developing environment 9
Section one Macro-political environment 9
1, Phosphorless detergent has great market potential for environmental protection 9
2, Impersonal analysis on present eutrophication of water in China 9
3, Effect of new standards 13
Section two Analysis on economic environment 15
1, The production material will keep in high price in the second half of this year 15
2， Effect of intense energy supply and material increase 16
Section three Social environment 16
1, Dualized market structure is changing in cities and towns 16
2, Increase in market entrance barrier 17
3, Great potential in demand 17
Section four Technical environment 18
Section five Analysis on upstream and downstream industries 19
1, Surfactant 19
2, Alkyl benzene 21
3, Acrylic acid 22
4, Detergent builder 24
Part two Analysis on market development
Chapter three Developing survey of China detergent market 27
Section one Developing history 27
Section two Overall development 33
Section three Existing problems 35
1, In cost 35
2, In components 37
3, In phosphor limitation 38
4, In quality 45
5, In packaging 46
Chapter Four Economic development of China detergent market 48
Section one Key economic index 48
1, Key regional indexes in 2005 48
2, Key regional indexes in 2006 75
Section two Regions and products 104
Section three Sales characteristics 118
Section four Analysis on import and export 119
Part three Analysis on competition structure
Chapter five Market competition 121
1, Threat and opportunities of enterers 121
2, Counterbalance in competition between brands at home and abroad 121
3, Fast growth of local brands 122
4, Expanding of overseas brands 123
5, The application of ozone scrubbing technology 123
Chapter Six Analysis on substitutes 125
Section one Substitutes competition of detergent and laundry detergent sheet 125
Section two Substitutes competition of detergent and liquid laundry detergents 126
1, Competition survey 126
2, Analysis on advantages 127
3, Developing trend 128
Section three Competition between detergents-using and detergentless using washing machine 130
1, Competition survey 130
2, Main types of washing machines 130
3, Challenge proposing 132
4, Detergentless using washing machine is not mature 133
Chapter seven Key enterprises 135
Section one Guangzhou Lonkey Company 135
1, Company survey 135
2, Operation of company 136
3, Development 137
Section two Shanghai Whitecat Group 138
1, Company survey 138
2, Development 140
3, Operation 141
4, In-depth marketing 142
Section three P & G Guangzhou 146
1, Company survey 146
2, Analysis on company’s competition strategy 148
3, Developing trend 154
Section four Nafine Group 160
1, Company’s survey 160
2, Operation 161
3, Developing trend 162
Section five Unilever Company 165
1, Company’s survey 165
2, Competition strategy 167
Section six Nice Group 169
1, Company’s survey 169
2, Competition strategy 170
Section seven Liby Company 174
1, Company’s survey 174
2, Competition strategy 176
Section eight Transfar Group 176
1, Company’s survey 176
2, Competition strategy 177
Section nine Aoqili Group 178
Section ten Hengal Detergent Company 179
Section eleven Gige Company 180
Section twelve Quanli Group 181
Part four Analysis on consumers and marketing
Chapter eight Analysis on consumers’ behavior 183
Section one Consumption 183
1, Habit consumption 183
2, Regional difference in brands consumption 183
3, Related to the age 184
4, Effect of efficacy and price on consumption 184
5, Analysis on demand in key functions 184
6, Consumers’ favorite promotions 185
Section two The most common brands list 185
Section three Consumers’ preference in four cities 186
Chapter nine Marketing strategy 188
Section one Marketing strategy 188
1, Price 188
2, Pay-back strategy 189
3, Online promotion 191
4, Rebate 193
5, Spreading 195
6, Development 196
7, Service 199
Section two Marketing cases 201
1, Development 201
2, Challenge of detergent 203
Section three Failed cases of joint capital brands 205
1, Background 206
2, Process 208
3, Rethought 209
4, Future 210
Part five Brand and developing strategy
Chapter ten Analysis on market brands 213
Section one Analysis on industrial brands in 2006 213
Section two Competition features 213
Section three Leading brands 215
1, Competition depth 216
2, Key measures 217
Section four Key brands 218
Section five Brands development 251
1, Development of brands 251
2, Increase in brands’ value 259
Chapter eleven Analysis and forecast on developing trend of detergents 265
Section one Developing trend 265
Section two Strategic development 266
1, Competition and integration will be main stream 266
2, Innovation will be the main force for enterprises’ development 267
3, Information study is the basis of competitivity improving 268
4, Unique management strategy will be the key of success in competition 269
Section three Competition trend 270
1, Foreign capital will be main trend 270
2, Local operation is being better 270
3, Overseas companies focus on high-end products 271
4, Diversified development 271
5, Technology-oriented and resource sharing 271
6, Mode of competition and integration 271
Section four Market development forecastin2007 272
1, The quality problems of phosphorless detergents have become the focus 272
2, Subdivision satisfy personalized demand 273
3, Soap detergents is being popular 273
4, The future is not clear 278
Chapter twelve Developing strategy and suggestion of detergent market 280
Section one Crises 280
1, The real competition is not started 280
2, High-end market is developing not very well 280
3, The diversification is still under development 280
4, Rampancy of pirate products 281
5, Effect of price 281
6, The pressure from foreign capital companies 282
7, Integration and marketing are not strong enough 282
8, Brand restriction strategy of foreign capital companies 283
Section two Developing strategy of china local detergent companies 285
1, To avoid vicious competition with strategic concept 285
2, Suggestion on management of large-sized enterprises 290
Section three Suggestion on management of medium and small-sized enterprises 293
1, Competition strategy 293
2, The revelation from Tide phenomenon 297
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