In the past two months, the disinfectant industry has been somewhat magical. In the past, more than 2500 domestic disinfection products enterprises were registered in February, and the production line of shell manufacturers, Mei Chen and other production lines of skin care products. After that, enterprises such as BYD and LVMH group "crossed the border" production.
With the new crown spread to the world, after the mask is hard to find, the disinfectant also ushered in the "high gloss" time which is almost out of stock.
24 hours to turn around, the staff 3 shifts, in order to donate materials to the epidemic area as soon as possible, Yu Zheng in the beginning of five, there is a production base to resume work Li Bai, its factory production opened the "full load" mode, disinfection liquid production capacity from the original 165 tons / day to 375 tons / day. The extreme supply and demand gap makes the shell group, which responds to the government's "epidemic prevention and control", has been running for half a month, almost "exploding".
Almost at the same time, all the executives, staff and customers in Songjiang, Shanghai, 460 kilometers away from Hefei, worked directly on the production line.
Tracing back to history, such a "grand occasion" in China's disinfectant industry is not the first time. During the 2003 SARS, the disinfectant was also out of stock. But as the epidemic stopped suddenly, the disinfectant fell to the altar. Although dripping and Walch have been rising in China, they have entered thousands of households. But in most cases, a large number of small and medium-sized manufacturers have been overloaded with disinfectant.
Taking history as a mirror, we can know the rise and fall. Will the disinfectant bottle, a bottle of the bottle, and the necessary scene at home be another "flash in the pan"?
Craziness of the national disinfectant factory
"Can you buy alcohol disinfectant? Where can I sell them? "A bottle is very expensive!" "There will be no more hands." Overnight, the disinfectant, which has been neglected in daily life, has become a new anti epidemic requirement after masks.
In February 19th, consulting company Bain and Tmall released the report, comparing the consumption data of Spring Festival in 2020 and 2019 (January 1 to thirteen). Among them, household cleaning products sales increased by 316% over the same period last year. In this alarming growth, disinfectant is the main target of rush buying.
Besides Tmall platform, Suning's disinfectant hand washing liquid is also selling well. Suning said sales of disinfectant hand sanitizers increased by 23 times during the outbreak, with higher sales in Shanghai, Guangzhou and Beijing. "The peak occurred in early February, when the average daily order exceeded 200 thousand orders. Some disinfectant products are sold on the shelves for 1 minutes. Suning said.
Xu Xiaodong, vice president of Li Bai group, said in an interview with the media that the sales of sterilizing products such as bactericidal and bacteriostatic products were not very high compared with those of washing liquid and detergent. However, in the past half a month, the demand for ordering products for distributors has been constantly increasing.
During the Spring Festival, the shortage of stocks and the shortage of workers are another reason for the shortage of disinfectant solution. It is destined to be included in the February history of public epidemic prevention. In order to cope with the "blowout" demand of the public, manufacturers also worked hard during the Spring Festival.
In February 1st, it was the day when the shell factory in Hefei started work. From this day to the 6 day, the shell group was busy preparing materials and coordinating transportation. At that time, almost all manufacturers of bottles and other packaging materials had not yet worked. "We bought the stock first, but the price of a bottle rose from several cents to a few dollars." Said Jiang Lei, the founder of the shell group.
In the eyes of Gu Yiye, a product manager, the plastic packaging industry can be described as "Crazy". "At that time, we grabbed bottles, just like a face mask." She said, "a plastic bottle rises from three or four cents to a dollar, but you can't hesitate. The order will be gone one minute later."
Besides packaging, transportation is also a headache for disinfectant manufacturers. "At that time, no logistics company would like to, it's all special transportation." Recalling the scene at that time, Jiang Lei still sighed repeatedly: "the cost is extremely high, and the difficulties to overcome are quite large."
Almost all the pressure is on the manufacturers. At the very extreme, the shell and pie gap between supply and demand reached 20 to 250 thousand bottles. Even in 24 hours of continuous operation, shell production peak capacity of only 150 thousand bottles. "Under normal circumstances, our performance is between 20 thousand and 30 thousand bottles per day." Jiang Lei said.
In order to maintain normal operation, shell group had to start rejecting some orders. You know, Shell Pack daily processing order saturation is only about 1500, but under the epidemic situation, 80 thousand single is normal. At the same time, the warehouse area expanded and expanded from 800 square meters to 4000 square meters.
This is Jiang Lei's summing up of his work in February. In the busy half month, nearly 60% of shell products were sent to hospitals that needed supplies, and only 40% of the products were sold in other channels.
Similarly, there is also the right to help the epidemic area to resume work and resume production in advance. In February 10th, all the factories of Li Bai returned to work, and donated 200 million yuan of disinfection and sterilization products to the epidemic area. Meanwhile, Li also meets the needs of consumers during the epidemic season by broadening online sales channels.
Under the epidemic, impossible is possible. In fact, unlike Li Bai, which has been ploughing in the field of disinfectant for many years, shell and Mei Chen did not start with disinfectant. Their main products are skin care products. However, relying on similar production lines and production components, the production of disinfectant is unique.
The same "cross-border", and the LVMH group. As France's epidemic prevention and control rose from two to three, LVMH group temporarily changed the three brand perfume production lines of group brand Dior, Givenchy and Guerlain to produce hand sanitizers and other disinfection products on 15 days to ease the plight of the shortage of French hand sanitizers. It is reported that the output of the first week has reached 12 tons.
Under the urgent situation of global epidemic prevention materials, the "epidemic prevention status" of disinfectant is second only to the respirator. This industry, which has been in the low end of the country, has been "full of trouble" for a while.
Data from heaven eye show that since January 1st, more than 3 thousand domestic enterprises have produced and sold products for killing products. In February alone, more than 2500 enterprises registered disinfection products, an increase of 42% over the same period last year.
China's disinfectant industry difficult to climb
The popularity of disinfectant in China is closely related to the prevalence of certain diseases. In the early 80s of last century, hepatitis B virus spread throughout the country, giving birth to the widely known "84 disinfectant". Shortly after its appearance, the "84 disinfectant" displayed itself in the outbreak of hepatitis A in Shanghai in 1988.
During SARS, it became an essential product of every family. At that time, Walch and drip Lu also entered the bureau one after another, and took the opportunity to build the brand. Through a series of marketing promotion, Walch, which has been selling well all the time, and after dropping out of SARS, has carved up most of the disinfectant Market in China.
According to Europe's international data, in 2019, the market share of China's household killer products ranked first among Walch's 45.1% group. The market share is second, and the market share is 16.6%. In the new crown outbreak, Walch and Lou Lu still performed well. In the Suning platform, the three brands, which sell higher and higher, are both listed in Walch.
The four opportunity, the big brand, "a blessing in disguise" has taken a firm foothold, and the rest of the market is occupied by small and scattered businesses. Also from the eye data, our country now has nearly 14 enterprises that produce and sell disinfection products, mainly in the wholesale and retail industries. From the perspective of registered capital, 23% of the registered capital of enterprises is less than 1 million.
However, compared with the most advanced applications such as toys, clothing, pets and hand disinfectant, the development of China's disinfectant has not been able to get rid of it. Disinfection and sterilization products are still relatively small. The most recent disinfectant product is the 84 disinfectant. The daily household products are bactericidal products such as hand sanitizers. Fruit and vegetable detergent.
Once, Jiang Lei tried to declare new materials, and visited a large number of intermediaries to make new disinfectant materials, and even the Wei Jian Committee. "Wei Health Committee has been on a more cautious attitude at this level." Jiang Lei said helplessly.
Nowadays, due to the single variety and extensive production, the competition of disinfectant is gradually sliding to price competition. "The ingredients are the same, and drops are sold for dozens of pieces. How dare we exceed it?" Gu Yiye said.
"Is not sodium hypochlorite or alcohol mixed with water?" After more than 40 years of development, Chinese disinfectant still can not escape the stereotype of the outside world. "This industry is still very confusing." After more than 10 years in the disinfectant industry, Jiang Lei is cautious and pessimistic about the development of the industry in China.
According to the data collected by Tian eye, up to now, over 8 thousand disinfection products enterprises have had administrative penalties. Among them, there are more than 1000 penalties related to "selling inferior drugs", and more than 100 penalties have been generated because of "false propaganda". During the epidemic, small and scattered markets surged in, making the issue of production qualification again exposed.
According to Jiang Lei, disinfectants are all products of elimination. The so-called "shop name" refers to the hygienic batch number which needs approval and approval by local health departments. Such products, such as disinfectant, can only be used for external disinfection and sterilization, and do not have the function of regulating physiological functions of human body. "Medical grade and non medical grade disinfectant, their difference is only alcohol concentration is 75%."
But the reality is that many manufacturers have changed the production line of "disinfectant" without obtaining the relevant records. This seems to be a violation of Jiang Lei's opinion: "if manufacturers only have cosmetics for record, then they claim that 99.9% of the bacteriostasis rates are illegal. Cosmetics are not allowed to declare bacteriostatic function in the name of cosmetics.
"Maybe it's too late to regulate the epidemic." Jiang Lei sighed. Industrial chaos in the epidemic has become a microcosm of the extensive development of China's disinfectant solution.
A chicken feather or a change of history?
Over the years, China's disinfectant market has been developing steadily at an annual rate of 5.5%. Data show that in 2019, the market growth rate slowed down, the output value was 10 billion 340 million yuan, an increase of 0.6% over the same period last year, and the growth rate dropped by 6.3% over the previous year. But by the 2020 new coronavirus pneumonia epidemic situation, the growth rate of disinfectant output value will significantly improve.
Li Bai believes that in the long run, due to the improvement of consumers' health and hygiene consciousness, the market demand for disinfection and sterilization products will increase in the future, which may lead to the development of sterilization and sterilization related industries and more demand. After the outbreak, the consumers' cognition of disinfection and sterilization products is clearer and their choices will be diversified. "Portable bactericidal bags, bactericidal sprays, bactericidal effervescent tablets and so on will more into the life of consumers. The future commercial disinfection market will also be the focus of development. "
Jiang Lei also believes that although the Chinese people are using sterilizing equipment, the epidemic will increase and change. But how high is the magnitude of change, and he still has a conservative view of the future direction of the market.
In his view, apart from the problems existing in the industry, because disinfectants are considered to be popular low-end products, many market terminals and retail outlets are reluctant to pick up, resulting in a vicious circle. At the same time, consumer awareness is also a major constraint. "From policy concept to the whole market, I have been more pessimistic." Jiang Lei said.
A large backlog of disinfectant products after SARS is the lesson of blood. Jiang Lei said, no larger than the large enterprise production line can switch at any time, many main disinfectant production of small businesses will be prone to overcapacity.
In early March, with the slow down of domestic epidemic situation, the demand and supply of disinfectant gradually stabilized.
Li Bai said: "affected by the previous epidemic, consumers' awareness of health and hygiene has increased, and there is still a great demand for disinfectant and disinfectant products such as hand washing liquid and disinfectant. In the future, we will also increase the research investment in disinfection category, and provide consumers with more efficient, easy-to-use, multi scene subdivision disinfection solutions. "
And Li Bai group and its holding Chao Yun group will continue to focus on the field of disinfection, and enhance the R & D capability. On the contrary, after the "miraculous" February, the shell group chose to take the initiative to reduce the production of disinfectant. Us ministers also slowed down. Both said that the production of disinfectant is upgrading and upgrading the production line, but the disinfection solution will no longer be regarded as the focus of production.
"After the outbreak, we still push our skin care and itching products, and the disinfectant will be stable." Jiang Lei said. So is Mei Chen. For those manufacturers who temporarily change the line to produce disinfectant, they don't want to go deep into the market again. Gu Yi ye said, "just do it like that. There is more than one product. Our skin care products are the main thing. "
At the time of the domestic stabilization, the situation changed again. As the epidemic spread to foreign countries, the overseas epidemic prevention supplies were in urgent need, and China began to reverse export.
Gu Yiye's factory recently received about ten customers every day asking about foreign trade orders, and the shell free hand sanitizing solution is also about to get FDA certification and CE certification. "We can export the documents down." Jiang Lei said.
Both companies pointed out that Europe and the United States are the next major export markets. Li Bai said that although the production of disinfectant focused on North America and Europe, China's disinfectant products have been booming in the global market, and the market penetration has gradually increased, which has a huge number of advantages.
"After the epidemic, China and the whole Asian region may experience a turning point in the growth of import and export volume, the adjustment of product mix and the upgrading of consumption." This is the white view. How far can the disinfectant industry go before the epidemic is over? The answer may not be clear.
Looking back at the end of SARS in 2003, the problem of chaos in the disinfectant industry has not yet been determined. According to the insiders, when all sorts of problems are grouped together, it is hard to expect that the epidemic will immediately turn the disinfectant industry into a "phoenix".
"I have forgotten when I bought this bottle of disinfectant. Do I still need it? I can't use that much later. " Many people who received sterilized liquid delivery in March were so sincere. This may be the situation that many disinfectant manufacturers must face after the outbreak.