COMPETITIVE LANDSCAPE
Leading Brand Maintains Its Lead through Omnichannel Strategies
Polishes in China is moderately concentrated, with the top two companies, Shanghai Johnson Ltd (Pledge, Red Bird Kiwi, Golden Rooster) and China Solunar Corp (Solunar), holding significant retail value shares of 38% and 11% respectively in 2025. The competitive landscape became slightly less concentrated over the past five years, as the combined share of the top two players decreased from 53% in 2020 to 49% in 2025, indicating increasing competition for the top players.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Polishes industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Polishes in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Polishes in China?
- Which are the leading brands in Polishes in China?
- How are products distributed in Polishes in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in China - Category analysis
KEY DATA INSIGHTS
Ditaitai Drives Effortless Lifestyle with Product-Service Bundles
Ditaitai Drives Effortless Lifestyle with Product-Service Bundles
Shoe Polish Leads Sales Despite Overall Decline
Convenience and Product-Service Bundles Will Aim to Make Consumers' Lives Easier
Shoe Polish Set to Lose Its Leading Position as Floor Polish Returns to Growth
Health and Wellness and Safety Anticipated to Have an Impact
Leading Brand Maintains Its Lead through Omnichannel Strategies
Retail Offline Dominates, but Strong Growth Seen for Retail E-Commerce
Home Care in China - Industry Overview
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Effortless Living Drives Innovation in Cleaning Efficiency
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Polishes research and analysis database.
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