Analysis on the development prospect of electric toothbrush

China is the country with the largest toothbrush production in the world, and also the country with the largest toothbrush consumption in the world. In addition to supplying domestic consumption market, China's toothbrush production is also exported to the world in large quantities. According to the data of China Association of Oral cleaning and nursing products industry, China exported 5.325 billion toothbrushes in 2017, up 7.25% from 2016, and the export amount reached 0.656 billion US dollars, up 7.21% from 2016.

China's electric toothbrush market has huge development space. Philips and OLAB, two major foreign brands, Occupy 88% of the sales market share of electric toothbrushes in total. In the fast-growing electric toothbrush market, domestic brands still have great potential. Frequency of toothbrush replacement: the order of most toothbrushes selected in March -2: comfort, brand, appearance and price. Toothbrushes are divided into manual and electric ones. Manual accounts for 91.54%, electric accounts for 8.46%. Electric toothbrushes are growing rapidly. The advantages are: convenient use, cleaner brushing teeth and less tooth damage.

In March 2000, the State Administration of light industry of China was revoked. The industry management was undertaken by the industry association, and the China Light Industry Federation was responsible for coordination. After that, the industrial policies of the industry were approved and promulgated by the National Development and Reform Commission. The industrial standards were first approved by the National Development and Reform Commission, then approved by the State Ministry of Industry and Information Technology, and the supervision of the production quality of the industry was undertaken by the AQSIQ. Nowadays, the supervision of oral cleaning and nursing products industry has basically formed a self-discipline mode of government supervision, industry self-discipline and enterprise as the main body of responsibility.

In 2017, the number of toothbrush manufacturing enterprises in China reached 2463, up 10.15% year-on-year; The number of toothbrush wholesale and retail enterprises reached 1717, up 10.77% year-on-year. At present, the number of enterprises in the overall toothbrush industry is increasing at a moderate speed, but the trend is slowing down.

In 2017, the overall asset scale of the toothbrush industry reached 19.102 billion yuan and the market scale reached 14.359 billion yuan. Toothbrushes belong to daily chemical consumer goods and non-durable goods, with relatively high penetration rate in residents' lives.

In 2017, the overall growth rate of the toothbrush market was not large, and the growth rate of the overall industry tended to be slow. The subsequent development of the industry faced the problems of transformation and upgrading. At the same time, with the rise of e-commerce industry, traditional toothbrush sales channels are being impacted. In recent years, electric toothbrushes have entered China. In 2017, high-end toothbrush products such as electric toothbrushes are impacting the development of traditional toothbrush industry. The number of patent applications in the toothbrush industry in 2017 was 1056, a decrease of 52.35% compared with 2016.

It is expected that the demand scale of traditional toothbrushes will not change greatly in the future, and is expected to reach 20 billion yuan by 2023. The demand scale of electric toothbrushes will be further improved. In the first half of 2017, the sales volume of domestic electric toothbrushes was 3.26 million, up 51.43% year-on-year, and the sales volume was 0.674 billion yuan, up 86.84% year-on-year, E-commerce channel data show that the electric toothbrush market is accelerating towards a high-speed growth period. The penetration rate is less than 1/8 in the United States, and the Chinese electric toothbrush market will reach 50 billion in 2020. According to the data, the proportion of Americans using electric toothbrushes in 2015 was 42%, while the penetration rate in China was only 5%. Chinese brands still have great potential in the fast-growing electric toothbrush market.

According to foreign reports, in the past few years, quite a number of dentists have begun to recommend electric toothbrushes to their patients. Electric toothbrush is a tool for cleaning teeth, which consists of rechargeable dry battery, micro DC motor, battery box, toothbrush head, metal guard plate and sleeve; the dry battery used as the DC motor power supply is installed in the battery box together with the DC motor. There is a manual switch on the battery box to control the power on and off of the DC motor; The rotating shaft of the DC motor extends out of the battery box, the toothbrush head and metal guard plate are set on the rotating shaft of DC motor, and there is a sleeve outside the toothbrush head and metal guard plate.

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