Clothes cleaning observation in March and April 2022
A must-have item for going abroad. People recommends "白蘭 4X Ultra-Clean Laundry Ball". Although there are replacement clothes, as the weather gets hotter and the activity is a lot during travel, there is still a need for laundry when going abroad. Compared with traditional washing powder and laundry detergent, laundry balls are much more convenient and have super cleaning and detergency power. Just one ball can clean dirty clothes without worrying about the smell in the suitcase.
Notes:
科克蘭 means Kirkland Signature. In 1995, Costco took all its private label products and gave them a single brand name: Kirkland Signature.
橘子工坊 means Orange House. Orange House was started by Dr. Lin, a PhD horticulturist with over40 years of experience educating others on the dangers ofenvironmental toxins.
Modern people pay more attention to the quality of life. In addition to washing clothes clean, more and more consumers have the demand for the smell after washing. Especially in Taiwan's humid climate, many people are troubled by the musty smell left on the clothes. There are many laundry detergents with fragrance or deodorant function on the market, which attract consumers who are troubled by this aspect to try and use. ANGLE TECH sampling observation of clothing cleaning products in a mass merchandise channel in March and April 2022, a total of 24,000 transaction records, the cumulative transaction amount is about NT$23 million, and the amount of each clothing cleaning product transaction is about NT$1,000 , Observation data shows that the clothing and cleaning products of the LENOR brand are warmly welcomed by consumers in a certain mass sales channel, and its revenue accounts for more than 40% of the turnover of the mass sales channel, which can be called the most profitable in March and April 2022 Clothing cleaning brand, do LENOR brand laundry cleaning products have the effect of washing clothes? Or is it just to make the clothes have fragrance? According to product descriptions on the Internet, LENOR brand clothing cleaning products seem to need to be used together with laundry detergent. Even so, this product still has a high market share. (This research survey data does not include ARIEL brand clothing cleaning brands, if observers need to compare ARIEL brand clothing cleaning brands, please contact us).
The brands of clothing and cleaning products sold in this mass distribution channel are sorted according to the accumulated revenue: the top five are: 蘭諾、寶瀅、科克蘭、橘子工坊、鐵鎚牌，The amount of revenue has already accounted for more than 70% of the clothing cleaner brand revenue of the mass retail channel in March and April 2022. It can be seen that the consumers of the mass retail channel are enthusiastic about these two clothing cleaning brands. The back wave of the Yangtze River seems to be unable to drive the front wave, because the back wave is too small, so that the brands that account for about 30% of the revenue in the back seem to have no analytical value. However, ANGLE TECH adheres to the research spirit of observers, trying to find breakthroughs for the brands that rank behind, trying to find treasures that have not been excavated in the past. Next, ANGLE TECH tries to find out the third-ranked 科克蘭 brand and the fourth-ranked 橘子工坊 from the keywords that are purchased at the same time. These two brands are clothing cleaning brands, and the outlines and styles of consumer groups.
According to the analysis results of the simultaneous purchase keywords of Angular data products, the consumers who like to buy clothes and cleaning products of the 科克蘭 brand are sorted by the consumption amount, and the top 20 consumption keywords are as follows:美國特選牛、衛生紙、抽取式、燒烤、鮭魚、台灣豬、冷凍、火鍋、嫩肩、切片、義美、堅果、芳香、巧克力、有機、雞腿、去骨、鮮奶、空運鮭魚、桂格. Consumers who like to buy clothes and cleaning products of the 橘子工坊 brand are ranked according to the amount of consumption, and the top 20 consumption keywords are as follows:衛生紙、抽取式、美國特選牛、鮭魚、切片、冷凍、有機、燒烤、空運、空運鮭魚、台灣豬、火鍋、舒潔、幫寶適、履歷、義美、桂格、堅果、雞腿、台豬. Observers who have been following ANGLE TECH articles for a long time should be familiar with these sorting messages. From these rankings, it becomes clear to the observer that shoppers who buy 科克蘭 brand laundry cleaning products like to buy products, that consumers of 科克蘭 brand laundry cleaning products like beef and buy removable toilet paper, and that consumers of 科克蘭 brand laundry cleaning products like beef and buy removable toilet paper. From the key words of 橘子工坊 brand clothing and cleaning products, observers can know the appearance of 橘子工坊 consumers, who like toilet paper and like to eat beef and salmon. Careful observers may have noticed that the clothing and cleaning products of the 科克蘭 brand are somewhat similar to the consumers of 橘子工坊. If you look closely, they are exactly the same. Consumers who buy the same category seem to have the same consumption characteristics, and they all like it. Removable toilet paper and I like to eat beef. The observation method of buying at the same time is obviously invalid in the same category. From the ranking of buying at the same time, I can’t see the outline and difference. Is the analysis method learned by the previous observers from the ANGLE TECH not attacking? Self-defeating, is the analysis method of buying at the same time easily cracked in the analysis of the same type of products?
The observer slightly changed the dimension of observation, from the "simultaneous purchase distribution map of 科克蘭 and 橘子工坊 brand products", what interesting phenomenon did the observer find? The horizontal axis of the "Concurrent Purchase Distribution Map of 科克蘭 and 橘子工坊" brand products indicates the accumulated amount of purchases of 橘子工坊 brand products at the same time, and the vertical axis indicates the accumulated amount of purchases of 科克蘭 brand products at the same time. The points marked on the plane It is the aforementioned commodity keyword. From the ranking of product keywords, it is difficult for observers to understand the real appearance of simultaneous purchases, but from the charts, observers seem to be able to see through the consumption facts and phenomena that the ANGLE TECH will report. In the relationship between 橘子工坊 brand products and 科克蘭 brand products, keywords closer to the upper left indicate a stronger relationship with 科克蘭 brand products, while keywords closer to the lower right indicate that they are related to the 橘子工坊 brand. The stronger the correlation of goods. For the same type of product, observers can find out the consumption characteristics of consumers of different brands through the distance from the diagonal line, which means that keywords with a shorter distance from the middle red line may not have a high degree of recognition of brand characteristics, and observers cannot Use these keywords to describe the shopping behavior of consumers. These commodity keywords are a bit like noise that disturbs observers and need to be removed when observing. The red line distance is close to 0. Although the accumulated amount of these two keywords is higher than other keywords and the ranking is high, they are not important keywords that can distinguish the two brands of 科克蘭 and 橘子工坊. Based on such observations, observers can conclude that consumers in 科克蘭 spend more money on keywords such as tender shoulders, aroma, chocolate, and American beef than 橘子工坊, which means that consumers in a certain mass-market channel spend more on cleaning brands. Or, they may prefer products containing chocolate, and especially like the aroma. If clothing cleaning of 科克蘭 brand adds chocolate and aroma to its products, will it have a chance to break through the sales bottleneck?
The observation results of ANGLE TECH are not necessarily correct, and further analysis and verification are required by observers. Although consumer behavior is difficult to predict and estimate, and there are many factors that cannot be grasped, the results of statistics from a large number of sales data are in real life. It should represent a certain degree of meaning. Can observers explain why the change in the revenue of clothing and cleaning products in a mass merchandise channel in March and April 2022 is the above histogram? ANGLE TECH does not know why the peak revenue of clothing and cleaning products in this channel does not appear on weekends on Saturdays and Sundays, but a large amount of sales will appear in a specific range. It seems that the timing does not seem to be an anniversary. Or ghost month, perhaps such a curve distribution is greatly affected by human operations, and the change in the amount of money is a cover-up created by the channel or marketing personnel, so there is less ANGLE TECH to analyze the change in the revenue of a store for a certain product. Instead, observe consumers' consumption patterns and understand consumers' consumption behaviors from other analysis angles that are less susceptible to channel influence.
Source: ANGLE TECH 2023 Consumer Consumption Transaction Database
