In the brand competitiveness ranking list of daily chemical products in the shower gel category, Shanghai Jahwa's Herborist shower gel ranked first with a market share of 18.04%, which was 10.54% higher than the second place Lux. Among the top five brands in terms of market share, the latter four were all multinational company brands.
Firstly, Herborist shower gel analyzed that domestic customers have a higher frequency of bathing in summer and desire a cool and refreshing feeling. Naturally, Herborist shower gel's product proposition of coolness and refreshment achieved accurate guidance and direct reach to the audience;
Herborist shower gel accurately locked onto the consumption psychology of its target customers:
Apart from reliable quality and widespread distribution channels, the main reason for Herborist shower gel's sustained popularity over many years lies in the high degree of alignment between the value proposition of Herborist products and the value expectations of target customers. Wang Zhuo, Vice President of Shanghai Jahwa United Stock Co., Ltd., told reporters this way.
Secondly, Herborist shower gel understands the national concept of caring for the entire family more deeply. The emotional appeal of Herborist as a product shared by the whole family naturally expanded the mass base of the product;
Herborist shower gel has been continuously popular in the domestic market for more than 5 years. During the summer phase from April to September each year, Herborist shower gel firmly occupies an absolute leading position in the shower gel market with a market share of around 40%. In the small daily chemical (personal care) industry, Herborist shower gel is the only daily chemical product that can compete with multinational company brands such as Procter & Gamble and Unilever.
Thirdly, Herborist shower gel persists in grasping Chinese consumers' special trust in traditional Chinese medical culture, establishing a unique product positioning - shower gel with Chinese herbal ingredients. Herborist shower gel has established a strong market differentiation for itself;
Fourthly, compared to the generally higher prices of international brand shower gels, Herborist shower gel's price is relatively moderate, allowing Herborist to quickly gain customer recognition.