Investment and Analysis Report on Production Feasibility of China Detergent Products

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Part one   Analysis on industrial survey
Chapter one   Developing survey  1
Section one   Definition and categories  1
1, Definition 1
2, Categories  1
3, Components and mechanism  2
Section two   Analysis on developing features  5
1, Higher concentration  5
2, Low per capita consumption level and great market potential  6
3, Change of enterprises¡¦ strategy is following the market demand  6
4, Short of effective integration in marketing strategy  7
5, Diversified management became the trend 7
Chapter two   Analysis on developing environment  9
Section one   Macro-political environment 9
1, Phosphorless detergent has great market potential for environmental protection  9
2, Impersonal analysis on present eutrophication of water in China      9
3, Effect of new standards  13
Section two   Analysis on economic environment  15
1, The production material will keep in high price in the second half of this year  15
2¡A Effect of intense energy supply and material increase  16
Section three   Social environment 16
1, Dualized market structure is changing in cities and towns  16
2, Increase in market entrance barrier 17
3, Great potential in demand  17
Section four   Technical environment 18
Section five   Analysis on upstream and downstream industries  19
1, Surfactant  19
2, Alkyl benzene 21
3, Acrylic acid 22
4, Detergent builder  24
Part two   Analysis on market development
Chapter three   Developing survey of China detergent market   27
Section one   Developing history  27
Section two   Overall development  33
Section three   Existing problems 35
1, In cost  35
2, In components 37
3, In phosphor limitation  38
4, In quality  45
5, In packaging  46
Chapter Four   Economic development of China detergent market 48
Section one   Key economic index 48
1, Key regional indexes in 2005  48
2, Key regional indexes in 2006 75
Section two   Regions and products  104
Section three   Sales characteristics 118
Section four   Analysis on import and export  119
Part three   Analysis on competition structure
Chapter five   Market competition  121
1, Threat and opportunities of enterers  121
2, Counterbalance in competition between brands at home and abroad  121
3, Fast growth of local brands  122
4, Expanding of overseas brands  123
5, The application of ozone scrubbing technology  123
Chapter Six   Analysis on substitutes  125
Section one   Substitutes competition of detergent and laundry detergent sheet  125
Section two   Substitutes competition of detergent and liquid laundry detergents 126
1, Competition survey  126
2, Analysis on advantages  127
3, Developing trend  128
Section three   Competition between detergents-using and detergentless using washing machine 130
1, Competition survey 130
2, Main types of washing machines  130
3, Challenge proposing  132
4, Detergentless using washing machine is not mature    133
Chapter seven   Key enterprises 135
Section one   Guangzhou Lonkey Company  135
1, Company survey  135
2, Operation of company  136
3, Development  137
Section two   Shanghai Whitecat Group 138
1, Company survey 138
2, Development  140
3, Operation  141
4, In-depth marketing  142
Section three   P & G Guangzhou 146
1, Company survey 146
2, Analysis on company¡¦s competition strategy  148
3, Developing trend  154
Section four   Nafine Group  160
1, Company¡¦s survey  160
2, Operation  161
3, Developing trend  162
Section five   Unilever Company  165
1, Company¡¦s survey  165
2, Competition strategy 167
Section six   Nice Group  169
1, Company¡¦s survey  169
2, Competition strategy 170
Section seven   Liby Company  174
1, Company¡¦s survey 174
2, Competition strategy 176
Section eight   Transfar Group  176
1, Company¡¦s survey  176
2, Competition strategy  177
Section nine   Aoqili Group 178
Section ten   Hengal Detergent Company 179
Section eleven   Gige Company  180
Section twelve   Quanli Group  181
Part four   Analysis on consumers and marketing
Chapter eight   Analysis on consumers¡¦ behavior 183
Section one   Consumption  183
1, Habit consumption  183
2, Regional difference in brands consumption 183
3, Related to the age  184
4, Effect of efficacy and price on consumption  184
5, Analysis on demand in key functions  184
6, Consumers¡¦ favorite promotions 185
Section two   The most common brands list 185
Section three   Consumers¡¦ preference in four cities  186
Chapter nine   Marketing strategy  188
Section one   Marketing strategy  188
1, Price  188
2, Pay-back strategy 189
3, Online promotion 191
4, Rebate   193
5, Spreading  195
6, Development  196
7, Service  199
Section two   Marketing cases  201
1, Development  201
2, Challenge of detergent  203
Section three   Failed cases of joint capital brands  205
1, Background  206
2, Process  208
3, Rethought  209
4, Future  210
Part five   Brand and developing strategy
Chapter ten   Analysis on market brands  213
Section one   Analysis on industrial brands in 2006  213
Section two   Competition features 213
Section three   Leading brands  215
1, Competition depth  216
2, Key measures  217
Section four   Key brands  218
Section five   Brands development 251
1, Development of brands  251
2, Increase in brands¡¦ value  259
Chapter eleven   Analysis and forecast on developing trend of detergents  265
Section one   Developing trend 265
Section two   Strategic development  266
1, Competition and integration will be main stream 266
2, Innovation will be the main force for enterprises¡¦ development  267
3, Information study is the basis of competitivity improving  268
4, Unique management strategy will be the key of success in competition  269
Section three Competition trend  270
1, Foreign capital will be main trend  270
2, Local operation is being better  270
3, Overseas companies focus on high-end products 271
4, Diversified development  271
5, Technology-oriented and resource sharing  271
6, Mode of competition and integration  271
Section four   Market development forecastin2007  272
1, The quality problems of phosphorless detergents have become the focus 272
2, Subdivision satisfy personalized demand  273
3, Soap detergents is being popular 273
4, The future is not clear  278
Chapter twelve   Developing strategy and suggestion of detergent market  280
 Section one   Crises 280
1, The real competition is not started  280
2, High-end market is developing not very well 280
3, The diversification is still under development  280
4, Rampancy of pirate products  281
5, Effect of price  281
6, The pressure from foreign capital companies 282
7, Integration and marketing are not strong enough  282
8, Brand restriction strategy of foreign capital companies 283
Section two   Developing strategy of china local detergent companies  285
1, To avoid vicious competition with strategic concept  285
2, Suggestion on management of large-sized enterprises 290
Section three   Suggestion on management of medium and small-sized enterprises  293
1, Competition strategy  293
2, The revelation from Tide phenomenon  297