A toothpaste is 128 yuan. Is the high -priced toothpaste really worth it?

Jimu Journalist Kang Xuyang

Intern Zhao Pengge

The toothpaste market is moving towards high -end. On June 26, Jimu Journalists visited some supermarkets in Wuhan and found that toothpaste below 5 yuan in the market was difficult to find. The price was between 15 yuan and 40 yuan, and the unit price of toothpaste was up to 128 yuan.

The cold -acid spirit in the supermarket two yuan and one is also competing for the high -end market. A few days ago, Chongqing Dengkang Care Products Co., Ltd., the parent company of cold acid toothpaste, pre -disclosed the prospectus and planned to be listed on the listing of the Shenzhen Stock Exchange. The prospectus mentioned that "continuously optimize the product structure, improve the sales of mid -to -high -end products, and drive the product price center to move."

A toothpaste is up to 128 yuan

In the memory of many people, most of the toothpaste in the supermarket when he was a child was less than 5 yuan, and it was a luxury to buy a more than ten yuan toothpaste. Today, the various types of toothpastes of new brands, new ingredients, and new effects are emerging, and the prices are getting higher and higher.

On June 26, Jimu Journalists visited some supermarkets in Wuhan and saw that toothpaste below 5 yuan was difficult to find. Toothpaste of 15 yuan-40 yuan became the mainstream of the market. In addition to a single cleaning effect, whitening, staining, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, repairing, and repairing Various functions such as anti -sugar, as well as various toothpastes with probiotics, soda, enzymes, amino acids and other ingredients, are dazzling.

Xu Dong's toothpaste of a small supermarket

In a small supermarket in Xu Dong, Wuchang, most of the toothpastes on the shelves are common toothpaste brands such as cold acid, Yunnan Baiyao, Gaolingjie, Black, and Shuke. Most of the toothpaste is about 20 yuan. The most expensive is a 230 grams of Yunnan Baiyao Mint refreshing toothpaste, which is priced at 41 yuan; the cheapest is two needles to protect gingival toothpaste, 200 grams of one, priced at 7.5 yuan.

A large supermarket toothpaste in the street mouth

In a large supermarket in the streets, there are nearly 100 domestic and foreign domestic and foreign brands such as comfortable, Marvis, Thera Med, etc. The price range is large. The cheapest is a 15 yuan children's toothpaste. The wind "soothing toothpaste, the price of 100 grams is 128 yuan. Most toothpaste in the supermarket is priced at more than 28 yuan, with a net content of 75 grams to 120 grams.

On many large supermarket shelves, in addition to common mint, tea aroma, herbal flavor, new flavors such as fruit, milk tea, chocolate, coffee are abound. For example, Marvis toothpaste, known as "Hermes in toothpaste", launch novel flavors such as Earl Tea, Huajian Tea, Milk Covermus, Black, Amber, etc., ranging from 69 yuan to 89 yuan; Yunnan Baiyao launched sweet milk tea and peach. Peach milk cover, berry ice tea, adventure fruit tea and other milk tea series toothpaste, four sets of one set of 199 yuan, 109 yuan after folding; many children toothpaste launch strawberry flavor, grape flavor, cherry blossom flavor, 60 grams of small branches The price is more than 20 yuan.

Jimu Journalists randomly asked how few consumers chose toothpaste products in the supermarket. Most of them put safety first, followed the function of toothpaste, and finally compared the price. Acceptable.

"Toothpaste is a product that needs to be imported. Safety must be the first place. The brand that has not been heard is not assured, and it is too cheap." Ms. Hu said that she will not stare at a kind of toothpaste. I often change the comparison effect. "For one of 89 yuan, it also uses 21.9 yuan a one. Generally speaking, in addition to the different taste, the sense of use is not much different."

Requirement upgrade has spawned high -end market

"Because toothpaste has spent a lot of thoughts in the selection and quality of ingredients, constantly adjusts the ingredients and amount, and seek the best distribution ratio, so the cost is higher than that of ordinary clean toothpaste, and the price is more expensive than ordinary toothpaste." Wind customer service.

"The ingredients are different, the effects are different, and the price is different." A large supermarket staff in the street introduced that the more expensive toothpaste components are better, such as some of the precious ingredients such as caviar The cost is higher, and naturally it is expensive. "There are also star online celebrities, this is also very expensive, maybe because of high publicity costs."

Lai Yang, a member of the Expert Committee of the China Commercial Federation, believes that on the one hand, the packaging and production process of toothpaste products are increasing. There are also obvious changes in qualitative quality. "The formula, taste, and sense of use have also improved, and the price of the product is naturally up after the product quality is improved. On the other hand, the upgrade of consumer demand is increasingly more important than the value of cost -effectiveness. It will give birth to the high -end toothpaste market. Enterprises are more willing to jump out of the price war of the low -end toothpaste market, compete for high -end markets, develop high -end products The willingness to be stronger.

"There are high -end toothpaste and ordinary toothpaste, because different consumers will choose different levels of products based on their spending power and consumption preferences." Lai Yang said that low -cost toothpaste should be reduced as much as possible. Profit; and high -priced toothpaste brands have more propaganda and research and development costs, with high brand premiums and high product function premiums. However, the mainstream market of toothpaste is still mainly general parity products.

Wu Wuqi, a brand management expert and CEO of Shenzhen Siqisheng Company, said that the expensive toothpaste becomes expensive because of functional segmentation and upgrading of consumer demand, which has caused the brand to upgrade and change from the product. "The most important of these is the taste experience and perceive effects. And it is necessary to invest a lot of costs, so the price of the product is also increased." Toothpaste is not more expensive and better, the better

However, expensive toothpaste is not necessarily the most suitable.

The Beijing Consumers Association has compared 64 toothpaste produced by many enterprises. The results show that although the price of toothpaste is different, the quality of the product is not significantly different.

"Now there are many types of toothpaste on the market, and the price is very different." Xu Baohua, chief physician of the Stomatology Center of the China -Japan Friendship Hospital, popular science on CCTV program. Fluorine -containing toothpaste can inhibit plaque and prevent dental caries. Diseases, adults can choose fluoride toothpaste, tooth sensitive people can choose toothpaste containing acid -proof effects. Most of the other five -door toothpaste have not been obtained by medical certification, so the more expensive toothpaste is.

Several dentists also popularize toothpaste according to their own needs. Consumers without oral diseases and dental caries are best not to blindly choose toothpastes with special effects and choose ordinary toothpaste to maintain oral health. Toothpaste mainly plays the role of friction agent. If you want to protect your teeth, the most important thing is not to buy expensive toothpaste, but to learn the correct method of brushing your teeth and brush your teeth in the morning and evening.

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