Current Situation Of Electric Toothbrush Industry

On the one hand, Electric Toothbrush has a better use experience and aims at the rigid demand of oral care, which determines that it can achieve a high penetration rate by replacing traditional toothbrush. Although the average price of the product is low, the high frequency repurchase ensures the industry has a certain scale. In addition, China's manufacturing advantages make products affordable and diversified in design, which can effectively improve consumer acceptance and help local brands to achieve affordable replacement of overseas brands. With various advantages, the sales volume of electric toothbrushes in China is increasing year by year, reaching 45.56 million in 2019. In 2020, due to the impact of public health events, the sales volume in the first half of 2021 is 17.56 million, down 19.7% compared to the same period in 2020. The main reason is that the rise of raw material prices in the household appliance industry as a whole affects the return of profits of enterprises, leading to a sudden increase in short-term cash flow pressure of enterprises, which leads to the rise of market prices and the decline of electric toothbrush sales.

Price increases were one of the key reasons for the decline in sales and sales volume of electric toothbrushes in China in 2021, as can be seen from H1 sales volume in 2021, which decreased by 19.7% compared to the same period in 2020, while sales volume decreased by only 7.9%. At the same time, the gradual emergence of new brands challenges the traditional Giant dragon and intensifies market competition, which to some extent affects the "fever" of the market. In all kinds of promotion nodes, the promotion of new generation brands like BUYONE is more prominent.

In terms of penetration rate, the penetration rate of electric toothbrush in China is increasing year by year with the continuous development of the industry, and has reached 8% by 2020. Compared with the developed countries such as Japan and South Korea Britain still difference is larger, the data showed that British and American countries such as electric toothbrush development earlier in Korea and Japan, as early as in 1959, the United States began to sell electric toothbrush, at present the electric toothbrush permeability is over 30%, the contrast it is concluded that there is still a large room to improve permeability in our country, the current domestic recognition rate for the electric toothbrush is gradually rise, Its benefits to oral health are obvious, and China, as the world's most populous country, has a large downstream demand and a broad market prospect.

From the perspective of gender structure, according to incomplete statistics, 58% of Chinese electric toothbrush consumers are female, and the proportion of male is 42%, because women have a higher pursuit of exquisite life than men and the penetration rate of electric toothbrush is higher. In terms of age structure, electric toothbrush consumers are mainly young and middle-aged people, with the proportion of consumers aged 21-30 reaching 47.3%, 31-40 reaching 31.4%, and the proportion of consumers aged 21-40 approac.