新形势下国产日化品牌的机遇与发展

Opportunities and Development of Domestic Daily Chemical Brands under the New Situation

疫情封控结束后,我国消费市场逐渐回暖,日化品牌消费市场开始恢复增长,我国国产日化品牌在全球市场比重逐渐增加,日化行业存在较大市场潜力,前景广阔。本文以我国国产日化品牌为研究对象,分析日化行业发展现状,探讨新形势给国产日化企业带来的新机遇。研究表明:新冠疫情期间提高了传统日化品牌及新型消毒用品日化企业的消费需求,电子商务平台的发展使企业更加注重线上销售渠道,消费者出行恢复后护肤意识的提高等给国产日化品牌的发展带来新机遇。因此,在新的消费形势下,我国国产日化企业也需要在加强本土化发展的同时,择机开展国际化经营。

After the end of the epidemic without control,China's consumer market is gradually warming up,with the daily chemical brand consumer market beginning to resume growth,and China's domestic daily chemical brands in the global market share increasing.For the daily chemical industry,there is a greater market potential with broad prospects.This paper takes China's domestic daily chemical brands as the research objects,analyses the development status of the daily chemical indutry,and explores the new opportunities brought by the new situation to domestic daily chemical enterprises.The study shows that during the epidemic the demands for traditional daily chemical brands and new disinfectant daily chemical enterprises has increased;the development of e-commerce platforms makes enterprises more focused on online sales channels;consumers'traveling to recover increases people s awareness of skincare.All these promote the development of domestic daily chemical brands with new opportunities.Therefore,in the new consumer situation,China's daily chemical enterprises should strengthen the localization of development,and at the same time,take the opportunities to carry out intermnational businesses.