Summary of Key Points
The mosquito repellent category, which has remained relatively stable for decades, has suddenly become more dynamic this year. New players (maternal and baby brands, celebrity-owned brands, home appliance companies) have entered the market, driving rapid growth in demand (with sales on the TikTok mosquito repellent segment increasing by 115% month-on-month in April), and the average price of products has also risen (from 28.83 yuan to 33.73 yuan). Traditional brands such as Liushen, Chaowei, and Lanju have had to adapt. No longer do they solely compete on effectiveness; instead, they are redefining their products and marketing strategies for new scenarios like outdoor activities, maternal and baby care, and social settings, turning what was once a seasonal business into a year-round operation. Essentially, this is a typical example of how mature categories seek new growth by refining their target markets and upgrading consumer needs as demographic and distribution advantages diminish.
Detailed Explanation
1. The Old Market Has Been Activated: The Billion-Yuan Mosquito Repellent Segment Is Suddenly Competitive
In the past, the mosquito repellent market was stagnant, with demand concentrated in the spring and summer, and only a few leading brands dominated the market. This year, however, things have changed:
- New Players Enter the Scene: In addition to Liushen, shelves at Watsons now also feature products from Ruben and Babycare (maternal and baby brands), as well as Key (a celebrity-owned brand). Midea and Skyworth have started selling mosquito repellent fans and smart mosquito lamps.
- Increasing Demand and Prices: TikTok sales of mosquito repellents increased by 115% month-on-month in April, and the average price of e-commerce mosquito repellent products rose from 28.83 yuan last year to 33.73 yuan this February—consumers are willing to pay more for better, safer, and more user-friendly products.
- Early Sales Momentum: What used to be a summer-only market is now seeing sales as early as March (for example, Babycare launched a mosquito repellent bracelet in March), extending the consumption period.
In short, this once quiet billion-yuan market has been invigorated by new scenarios and changing consumer demands.
2. Battle of New and Old Players: Traditional Brands Defend Their Positions, while Cross-Industry Players Seek Footprint
Traditional brands like Liushen, Chaowei, and Lanju hold a dominant position due to their long-established brand and distribution networks, but new players are adopting different approaches:
- Traditional Brands Adapt: Liushen has introduced portable mosquito repellent eggs, "Little Liushen" (for infants and toddlers), and scented shower gels (expanding into personal care products). Chaowei launched a small, portable mosquito lamp for pets. Lanju has developed outdoor mosquito fans to expand their product range.
- Maternal and Baby Brands Focus on Safety: Ruben and Babycare emphasize safety in their mosquito repellent products, claiming they are alcohol-free and suitable for infants and toddlers, which appeals to parents' concerns about safety and even attracts adult buyers.
- Celebrity-Built Brands Leverage Popularity: The parent company of Key collaborated with Huachenyu to create a luxury perfume-inspired mosquito repellent brand, appealing to young consumers with its attractive packaging and scent rather than technical details.
- Home Appliance Brands Combine Hardware and Consumables: Midea and Skyworth's mosquito fans and lamps are sold along with repellent liquids, encouraging repeat purchases year after year.
The competition is not just about the products themselves but about the scenarios they serve. Traditional brands aim to expand into summer personal care, maternal and baby care, while home appliance brands seek opportunities in smart home products.
3. Products Evolve to Match New Scenarios
Mosquito repellents are no longer just for use at home before bed; they need to adapt to new contexts such as camping, urban walks, and music festivals:
- Safety Is a Priority: Consumers may not understand terms like DEET or picaridin but value products labeled "suitable for infants and toddlers" or "naturally derived". Ruben repeatedly emphasizes alcohol-free formulas in their live broadcasts, while Zhiqi Dinding highlights "baby-friendly" features.
- Portability Is Essential: For outdoor activities, lightweight and portable options are needed. Mosquito repellent eggs and bracelets (like Liushen's) have become popular.
- Long-Lasting and Waterproof Performance: Products must be effective for extended periods (e.g., 8 hours) and resistant to sweat in humid environments. Chaowei's outdoor sprays are designed with these features.
- Aesthetic Appeal: In social settings, mosquito repellents should be pleasant to use. Brands like Liushen offer scents like "deep-sea dragon涎" and "rain after gardenia", while Zhiqi Dinding uses plant essential oils.
As scenarios become more specific, products move away from the traditional mosquito repellent formula, which is what new players use to gain a competitive edge.
4. Marketing Beyond Seasons: Turning Seasonal Business into Year-Round Operations
Although mosquito repellents are traditionally seasonal, brands are finding ways to extend their sales:
- Early Promotion: Brands start promoting products in March with influencer campaigns and live sales, reaching a peak during 618 shopping festival, and maintaining momentum in July and August. For example, Ruben launched a combo of mosquito repellent, sunscreen, and dechlorinated shower gel in March.
- Building Trust: Since the effectiveness of mosquito repellents is not immediately visible, brands rely on expert endorsements. Liushen collaborated with Xinhua News Agency and science popularizer无穷小亮 to conduct experiments in the Xishuangbanna rainforest to demonstrate product efficacy.
- Combining Online and Offline Channels: Online promotions drive sales, while offline stores like Watsons meet immediate consumer needs (e.g., allowing customers to purchase products quickly before going camping).
The goal is to turn occasional purchases into regular habits, making consumers think about mosquito repellents as part of their summer and outdoor routines.
5. New Approaches for Mature Categories
The changes in the mosquito repellent market reflect a trend seen in many mature categories (such as laundry detergents and toothpaste):
- Demographic and distribution advantages are no longer sufficient; the era of sudden viral hits with new products is over.
- Growth comes from breaking down existing demands into more specific segments. For example, mosquito repellents can be categorized for home, outdoor, infant, and social use, each segment offering new products.
- The key to competition is anticipating new lifestyles. Brands that can quickly adapt to changing consumer habits (e.g., camping or pet-friendly products) will succeed.
In the future, the winners in the mosquito repellent market won't be those with the longest history or the most popular products but those that can continuously evolve with consumer trends. For instance, if night running becomes popular, there might be specialized mosquito repellent bracelets for this purpose; similarly, pet-friendly products could emerge if pet camping becomes more common.
In Conclusion
The "new story" of the mosquito repellent category shows that mature markets are not without opportunities—what's needed is to use new scenarios and experiences to uncover consumers' hidden needs. What people buy is not just a mosquito repellent but a lifestyle that allows them to enjoy outdoor activities with peace of mind, protect their children from bites, and feel comfortable in the summer.
I hope this analysis helps you understand the changes in the mosquito repellent market! If there are any details you'd like to discuss further, feel free to ask.