Industry Insights: Track Upgrades and Consumer Behavior in China's Home Cleaning Products Market Unveiled!

The market for home cleaning products in China has shown a general upward trend between 2015 and 2023, reaching RMB 55.61 billion in 2023, and is projected to reach RMB 70.03 billion by 2028. Rapid economic development has led to consumer upgrades, while digital transformation has expanded the channels for information access and purchasing. China's home cleaning products market is dynamic, diverse, and full of potential.

As consumers' demands for health, safety, and environmental protection grow, safety has become the top consideration for 57.4% of consumers when choosing home cleaning products, followed by fragrance and eco-friendliness. According to the "2024 China Home Cleaning Products Consumer Trend Insight Report," market analysis can help Chinese home cleaning brands segment products and innovate to meet consumer needs and seize market opportunities.

Image Source: PCE2024 Shanghai Expo

1. Current Market Status of China's Home Cleaning Products Industry

 Steady Market Growth and High-Quality Products Drive Industry Upgrades  

From 2015 to 2023, the market size of China's home cleaning products industry grew from RMB 34.77 billion to RMB 55.61 billion, with projections for 2024 reaching RMB 58.39 billion. Demand for these products has evolved beyond basic cleaning functions, increasingly favoring high-end products that are efficient, safe, and eco-friendly. This trend pushes companies to invest more in R&D, adopt advanced formulas, and explore natural, harmless active ingredients to keep pace with changing market demands. This high-quality product-driven upgrade not only enhances user experience but also steers the industry toward a more sustainable and health-conscious future.

2. Consumer Behavior Insights in China's Home Cleaning Products Market

  Consumer Profile in China's Home Cleaning Products Industry  

Data Source: "2024 China Home Cleaning Products Consumer Trend Insight Report"

3. Marketing Case Studies of Home Cleaning Brands in China

 1. Blue Moon: Combining Social Media with Trend Marketing for Deeper Consumer Engagement  

Blue Moon successfully leveraged the rare astronomical event "Super Blue Moon" as a marketing opportunity, launching the #SnapTheSuperBlueMoon interactive campaign on Douyin (TikTok). By cleverly combining the uniqueness of this celestial event with the power of social media, Blue Moon successfully sparked user curiosity and engagement. This campaign not only raised brand awareness and topicality, but also strengthened connections with consumers.

Blue Moon understands that true communication with consumers happens when the brand plays alongside them. The company has long focused on utilizing new media platforms, enhancing user engagement through these channels. Recognizing that topics like the moon and reunion naturally resonate with people during the Mid-Autumn Festival, Blue Moon has repeatedly launched relevant campaigns, such as last year's #MakeAWishToTheSuperMoon and this year's #SnapTheSuperBlueMoon, garnering widespread attention.

By participating in these interactive campaigns, consumers could appreciate the astronomical wonders while simultaneously embracing Blue Moon's clean, fresh, and pure brand values, deepening their emotional connection with the brand.

 2. Liby: Entering the Metaverse to Build a Youthful Brand Communication Strategy  

Liby took a bold step towards brand modernization by collaborating with the virtual singer Li Xubai, thus resonating with younger audiences and marking a significant move in its digital transformation journey. Li Xubai's distinctive fusion of traditional Chinese aesthetics and R&B aligned with Gen Z's tastes, helping Liby establish a fresh image among younger consumers and opening new market opportunities.

Additionally, Liby enhanced its interaction with consumers through livestream e-commerce and short video platforms. Collaborating with influencers across various fields, they presented products in a storytelling format, which not only increased brand exposure but also drove consumer purchase intent. This content marketing strategy solidified Liby's position as the "top choice for young people's laundry needs" and reinforced its image as the leader in laundry pods.

Through these innovative marketing strategies, Liby not only established strong brand influence among younger audiences but also demonstrated its flexibility and foresight in responding to market changes, laying a solid foundation for long-term brand development.

As people's demand for hygiene and health in their living spaces continues to rise, the variety of home cleaning products on the market has expanded, intensifying competition among brands. Netconsulting suggests that home cleaning brands should closely follow consumer demand changes, increase product innovation efforts, and  launch diversified and high-tech cleaning products. Simultaneously, brands should strengthen brand building and marketing efforts, enhance brand awareness and reputation, and optimize sales channels and service systems to improve the purchasing experience and satisfaction for consumers.