The data from China Oral Care Industry Association shows that in the year of 2014, the Top 10 salable toothpaste brands in Chinese market were as follows:Darlie, Crest, Yunnan Baiyao, Colgate, Zhonghua,Lengsuanling, Nice, Saky, Sensodyne, LG Bamboo Salt.Foreign brands do not continue to dominate the market,while two of the top 3 are occupied by Chinese local brands, leading by Yunnan Baiyao, the most famous highend Chinese toothpaste brand in recent years.

Nowadays, China high-end toothpaste market has become a new area for toothpaste brands of marketing competition in daily chemical industry around the globe.Many corporations like Crest, Colgate and Liangmianzhen launched their new products to contend with the fierce competition. Take Oral B for example, it launched its first toothpaste in China. The new product, one of the most expensive toothpaste sold in Chinese mainland, retails at RMB 159 yuan, making a strong push into China.

Meanwhile, Chinese local brands focus on the research and development of the efficacy products.For instance, the joint venture company established by Shanghai Jahwa and Pien Tze Huang (a well-known medicine company ) has released “Tooth Fever Clear”series toothpastes. Liangmianzhen gives prominence to production and sales of traditional Chinese medicine toothpaste, and the media director from the company stressed that efficacy of products is still of the utmost importance for consumers.