In the brand competitiveness ranking list of daily chemical products under the shower gel category, Liushen Shower Gel from Shanghai Jahwa ranks first with a market share of 18.04%. Liushen Shower Gel surpasses the second place, Lux, by 10.54%, and among the top five brands in terms of market share, the remaining four are all multinational company brands.
Firstly, analyzing domestic customers, the frequency of summer bathing is relatively high, with a desire for a refreshing and comfortable feeling. Naturally, Liushen Shower Gel's product proposition of coolness and comfort achieved accurate targeting and reached its audience effectively.
Liushen Shower Gel has been continuously best-selling in the domestic market for over 5 years. During the summer phase from April to September each year, Liushen Shower Gel occupies an absolute leading position in the shower gel market with approximately 40% market share. In the small daily chemical (personal care) industry, Liushen Shower Gel is the only daily chemical product that can compete with multinational brands such as Procter & Gamble and Unilever.
Liushen Shower Gel accurately locks onto the consumption psychology of target customers:
Fourthly, compared to the generally higher prices of international brand shower gels, Liushen Shower Gel offers a more moderate price, quickly winning customer approval.
Thirdly, Liushen Shower Gel persists in grasping the special taste of Chinese consumers' trust in traditional Chinese medical culture, establishing a unique product positioning - shower gel with Chinese herbal ingredients. Liushen Shower Gel has thus built a strong market differentiation.
Besides reliable quality and extensive distribution channels, the main reason for Liushen Shower Gel's continuous popularity over many years lies in the high consistency between the value proposition of Liushen products and the value expectations of target customers. Wang Zhuo, Vice General Manager of Shanghai Jahwa United Stock Co., Ltd., told reporters this way.
Secondly, Liushen Shower Gel understands the family-oriented values of caring for the entire family more deeply. The emotional appeal of family sharing naturally expands the mass base of the product.