Review of the household chemicals market in the Russian Federation.

Stand up, children, stand in a row...

Washing powder that washes absolutely everything is the dream of every housewife. Especially if the family has children or not very neat individuals. ALO has developed a unique powder formula that copes with even the most serious stains.

This powder knows all enemies by sight, no one can escape from retribution! Coffee, cherry, tomato – ALO will repel you all! This is how the slogan of this product should sound.

Main trends and market events

From February 2020 to March 2017, compared to the same period a year earlier, the Russian home care products market showed sales growth of 2.1% in monetary terms, which is significantly less than the figure recorded in February 2020 - March 2016. th (+11.5%), according to Nielsen retail audit data. In physical terms, sales over the past year decreased by 2.5%, while a year earlier they decreased by 1.6%. In turn, the growth rate of the average cost per unit of goods dropped noticeably: from February 2016 to March 2017, the price increased by 5% compared to the same period a year earlier, while a year ago - by 18.3%.

The main contribution to the dynamics of the home care products market was made by the laundry detergent category, the largest in the industry. In February 2016 - March 2017, compared to the same period a year earlier, sales of powders decreased by 5.6% in volume and by 1.2% in monetary terms. A year earlier, the figures were -0.2% and +8.8%, respectively. A brief overview of the main trends is presented in the following figure.

The slowdown in sales of powders in monetary terms is associated both with a general decrease in inflation and with excessive promotional activity by market players - more than 70% of category sales in modern retail are sold through promotions. In turn, the negative dynamics of physical sales volumes is reinforced by the fact that Russians adhere to a savings model of behavior and switch to economical consumption. As a result, on the one hand, they began to more often choose universal powders instead of specialized ones intended, for example, for colored or white laundry. On the other hand, there is a growing interest in liquid powders (gels), which are more economically consumed per wash.

The most active growth recently has been demonstrated by universal and specialized cleaning products with a liquid consistency, mainly due to imports. The leading exporting countries of such products are Poland, Germany, the Netherlands, Great Britain, the Czech Republic and others.

More relevant than ever

Admit it, everyone did this, right? If not in adulthood, then certainly in childhood!

And don't deny it! What is natural is not ugly, well, it doesn’t happen to anyone. But after such pranks, your hands need to be treated carefully. An antiseptic will come to the rescue, which is promoted by such original advertising.

What does a person need a nose for? Correctly, to filter the incoming air. This means that this is one of the most “favorite” places for viruses and bacteria. Therefore, when repeating the “trick” of the hero of the photo, you must first stock up on antiseptic. And then you never know!

Payback period

In the summary part of the business plan for a household chemicals store, payback periods must be calculated. This is the period of time during which the business owner will be able to get back all the initial capital. After the payback period ends, the period of net profit begins.

Although the average check in such stores usually does not exceed 300-400 rubles, the number of customers can vary greatly depending on the attractiveness of prices, location, advertising and other factors. Monthly revenue depends on the flow of customers. For small shops it can be in the range of 300,000-450,000 rubles. If we take an initial capital of 2,500,000, then the payback period is less than 12 months, which is significantly more profitable compared to trading in other niches.

Of course, the numbers are approximate, since the flow of curious buyers may temporarily dry up a couple of weeks after the opening. The first year of running a business is the most difficult. During this period, the formation of a target audience occurs, so days with large revenues can alternate with days when there were almost no buyers. Hence the approximate payback period is 12 months with a small “margin” to take into account the heterogeneity of attendance.

Guess what?

Tell me: looking at the photo, can you guess what it advertises? Let’s admit frankly: few people can guess from the first, or even the tenth time, what such an unusual situation is about.

Do you think this is an ad for a mop? Or a clear example of how they treat slobs abroad? You guessed wrong - this is an extraordinary advertisement for shampoo for dry hair. Obvious, right?

How many staff does a household chemicals store need?

In order for a household chemicals store to generate a decent profit, it must have a constant flow of visitors. To service them, one salesperson will not be enough; you need to hire at least two per shift. Total for a store with an area of 50 sq.m. 4 sellers will be required.

The seller must confidently talk about the quality of each washing powder

If at first the role of administrator and accountant can be performed by the entrepreneur himself, then later it will be possible to hire a person. The range of household chemicals is quite large and it will be difficult for sellers to keep track of it on their own. Ordering goods, monitoring balances and inventory should be handled by a separate employee. And the ECAM trading automation program will help make its work as efficient as possible.

Also, someone in the store should monitor the cleanliness, although the cleaning lady may come for half an hour once a day.

Personnel costs when opening a household chemicals store are not small, so they also need to be taken into account immediately in the business plan.

Fabric softener - no competition

Oh, this ironing of things after washing! How much trouble she gives to housewives. Knowing the pain women go through, Vernel has developed a powerful fabric conditioner.

But be careful! Things will become so soft after it that it will hardly be possible to predict their further behavior. I feel sorry for grandma. And what to do? She was honestly warned: be careful, the conditioner makes even the toughest fabrics soft and manageable.

Truly sea freshness

Ariel's mind-blowing laundry gel has undoubtedly surpassed all previous marketing efforts.

Here is a clear example of the use of the slang expression “blowing the roof.” Be careful! Apparently, with the help of liquid Ariel you will not only give your laundry a smell of sea freshness. Using it, you risk repeating the fate of Prokhor Petrovich from Bulgakov’s novel “The Master and Margarita.” Remember his famous expression “I wasn’t in a suit”? That's it!

Franchise for the production of household chemicals

Policy regarding the processing of personal data

General provisions

This personal data processing policy has been drawn up in accordance with the requirements of the Federal Law of July 27, 2006. No. 152-FZ “On Personal Data” and determines the procedure for processing personal data and measures to ensure the security of personal data of Cozy Technologies LLC (hereinafter referred to as the Operator).

The operator sets as its most important goal and condition for carrying out its activities the observance of the rights and freedoms of man and citizen when processing his personal data, including the protection of the rights to privacy, personal and family secrets.
This Operator’s policy regarding the processing of personal data (hereinafter referred to as the Policy) applies to all information that the Operator can obtain about visitors to the https://newel.store website.

Basic concepts used in the Policy

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Operator - a state body, municipal body, legal or natural person, independently or jointly with other persons organizing and (or) carrying out the processing of personal data, as well as determining the purposes of processing personal data, the composition of personal data to be processed, actions (operations) performed with personal data;
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The Operator may process the following personal data of the User

Full Name;
Email address;
Phone numbers;
The site also collects and processes anonymized data about visitors (including cookies) using Internet statistics services (Yandex Metrica and Google Analytics and others).
The above data below in the text of the Policy are united by the general concept of Personal Data.

Purposes of processing personal data

The purpose of processing the User’s personal data is to clarify the details of the order.
The Operator also has the right to send notifications to the User about new products and services, special offers and various events. The User can always refuse to receive information messages by sending the Operator a letter to the email address marked “Opt-out of notifications about new products and services and special offers.”
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Legal grounds for processing personal data

The Operator processes the User’s personal data only if it is filled out and/or sent by the User independently through special forms located on the website https://newel.store. By filling out the appropriate forms and/or sending his personal data to the Operator, the User expresses his consent to this Policy.
The Operator processes anonymized data about the User if this is allowed in the User's browser settings (saving cookies and using JavaScript technology are enabled).

The procedure for collecting, storing, transferring and other types of processing of personal data

The security of personal data processed by the Operator is ensured by implementing legal, organizational and technical measures necessary to fully comply with the requirements of current legislation in the field of personal data protection.

The operator ensures the safety of personal data and takes all possible measures to prevent access to personal data by unauthorized persons.
The User's personal data will never, under any circumstances, be transferred to third parties, except in cases related to the implementation of current legislation.
If inaccuracies in personal data are identified, the User can update them independently by sending a notification to the Operator to the Operator’s email address marked “Updating personal data.”
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Cross-border transfer of personal data

Before the start of cross-border transfer of personal data, the operator is obliged to ensure that the foreign state into whose territory it is intended to transfer personal data provides reliable protection of the rights of personal data subjects.
Cross-border transfer of personal data to the territory of foreign states that do not meet the above requirements can only be carried out if there is written consent of the subject of personal data to the cross-border transfer of his personal data and/or execution of an agreement to which the subject of personal data is a party.

Final provisions

The User can receive any clarification on issues of interest regarding the processing of his personal data by contacting the Operator via email
This document will reflect any changes to the Operator’s personal data processing policy. The policy is valid indefinitely until it is replaced by a new version.
The current version of the Policy is freely available on the Internet at https://newel.store.

Miracle product for washing and cleaning carpets

To keep your floor carpet looking like new, you need to choose the right cleaning product. For example, Fresh Carpet.

But when washing the carpet, you should not be too zealous and rub the pile intensively. After all, in the end, you can get to its original source. Or how else can you explain this hyper-creative sheep publicity stunt?

No comments…

It is difficult for an uninitiated person to comprehend the intention of advertisers. Perhaps you can clean fish using these household chemicals? Probably it has a completely natural and safe composition, and can be considered a universal remedy? Or was this illustration one of the fragments of a future science fiction film, but for some reason the idea did not work out, and the photo was turned into an advertising video?

In fact, the manufacturers of the Ajax household product wanted to convey a simple message to the consumer with their advertising series (in which houses were placed in various objects, such as a fish, an old shoe or a wheel of cheese). Its essence - use our household chemicals - and your house will not smell like anything like that.

These are the masterpieces that advertising creators come up with to attract the buyer’s attention. It is not known how to react to such “PR campaigns” - laugh heartily, or look at the picture in complete bewilderment. After all, most likely, only a person who works in the field of media entertainment can understand the meaning of such advertisements.

Selling household chemicals - pros and cons

How to open a household chemicals store? Where should you start? Will the game be worth the candle? First of all, you need to weigh the advantages of the chosen trading niche and its disadvantages in order to impartially assess the attractiveness of the idea. Selling household chemicals has a number of pros and cons, like any other business. The undeniable advantages include the following factors:

Consistently high demand for products
. Household chemicals belong to the category of goods that everyone always needs.
Wholesale purchases.
Most buyers prefer to stock up on soap, detergents, sponges, and toothpaste once a month. Moreover, purchases are usually made at the same point.
Long shelf life.
With household chemicals, such a popular “grocery” problem as expiring expiration dates and rushed sales of goods will never arise.

In addition to the strengths of this business, there are also disadvantages:

High competition.
High demand for products gives rise to a large number of offers from other businessmen. You will have to fight for the buyer, providing him with more favorable conditions.
Too wide range of products.
No matter how much we would like to provide customers with a wide choice, it is impossible to fit the entire assortment even in a large store. You will have to choose the best from what the manufacturers offer.

You can bet on alternative products that are not available in nearby competitor stores.