/PRZWT/In China's daily chemical and beauty market, which is worth 737.2 billion yuan, supermarket scenarios are becoming the core battlefield of the new retail revolution. The Jipinlong project, which focuses on this track, takes "genuine products + low prices" as its core engine, seizes the initiative in the industry's annual growth rate of 10%, and redefines the value boundaries of daily chemical and beauty retail.
I. New Opportunities in a Market Worth Hundreds of Billions: High-frequency Essential Needs Collide with Rational Consumption
The Chinese daily chemical and beauty market is undergoing profound changes. McKinsey's "2024 China Beauty Market White Paper" indicates that the industry size will reach 737.2 billion yuan in 2024, with the supermarket channel contributing over 40% of the sales. Unlike low-frequency consumption such as clothing, daily chemical products, as essential household items, are purchased by consumers an average of 12 times per year, forming a stable repurchase loop. As the main consumer group,72% of female consumers will try out new products before purchasing them, and 70% will make multi-dimensional comprehensive comparisons. Offline channels, which offer irreplaceable experience value, always occupy a key position in the consumption decision-making process. Jipinlong precisely seized this pain point, deeply integrating its stores into the supermarket scenario to create a consumption closed loop of "good products + good prices + enjoyable shopping".
"Genuine product guarantee is the foundation for survival, and price advantage is the key to breaking through." Relying on the supply chain system directly connected to the brand owner, the brand has eliminated multiple distribution links, achieving efficient circulation from the factory to the shelves. Under the premise of ensuring authenticity, the price of core single products has been reduced by 15% to 20% compared with traditional channels. This model not only responds to consumers' core demands for quality but also precisely matches their rational consumption psychology, forming a differentiated competitive barrier.
Ii. Evolution of Supermarket Scenarios: From "Shelf Display" to "Experience Empowerment"
The daily chemical section of traditional supermarkets is undergoing a scene revolution. Jipinlong reconstructs its offline space with "good products + good prices + good shopping" as the core:
In terms of scene construction, Jipinlong breaks through the display limitations of traditional supermarket daily chemical sections and adopts a scene-based layout concept. The core demand scenarios such as household cleaning, personal care, and beauty and skin care are divided into special zones, equipped with open trial stands and professional sales assistants, allowing consumers to directly experience the texture and effects of the products. This "try before you buy" model is highly consistent with the conclusion in the NielsenIQ report that "72% of consumers value trial use", effectively enhancing decision-making efficiency and consumer satisfaction.
Iii. Industry Development Model: Insights from Jipinlong's New Retail
In the current wave of offline new retail, daily chemical and beauty product collection stores have become the mainstream trend. The 2024 financial report shows that Watsons has set up 3,630 stores, and MINISO has 7,780 stores worldwide, which fully demonstrates the strong vitality of its offline channels. The sudden rise of Jipinlong has opened up new possibilities for the retail of daily chemicals and beauty products in the supermarket scenario: it focuses on in-depth vertical development, skillfully avoiding the red ocean of full-category competition, concentrating on high-frequency and essential categories, and building a solid cognitive barrier through professional product selection. We will promote cost-performance innovation, optimize the supply chain to achieve "genuine products at low prices" rather than merely reducing prices, ensuring both high profits and excellent quality. We will also transform trial services into a powerful tool for attracting customers, resolving the problem of "unaccessibility" in online shopping.
It seems that we are selling goods, but in fact, we are providing a more cost-effective solution for a better life. Xiong Jin, the founder of Jipinlong, said with full confidence. In this market competition where rational consumption and quality upgrading coexist, Jipinlong has already taken the supermarket scene as the anchor point, explored the triple value of "genuine products + low prices + experience", and opened up a sudden growth curve in the market worth hundreds of billions.
