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合成洗涤剂（限指纺织品用洗衣粉）在日本是一个极成熟、定型的市场,由于是生活必需品,故以平均每年2％～3％的速度递增。 1993年,日本因夏季雨水过多。合成洗涤剂的产量出现比上年度减少0.4％的特殊情况,全年出厂的合成洗涤剂按金额约为2224亿日元。 日花王公司和狮子公司是合成洗涤剂生产的两大企业,两家公司生产的合成洗涤剂占日本全部总产量的70％以上,花王公司的两大主力产品是“挺进牌”和“公正牌”,其产品曾一度高占日本全国总产量的一半以上,后因其他厂家也相继开发出类似花王公司的洗涤剂产品,至使其霸主地位下降,1993年所占总产量比重比1992年下降了2.4个百分点。狮子公司于1993年对其洗涤剂主力产品“第一高级牌”进行了改良,继之又推出“闪光牌”改良新产品,因而其市场点有率同1992年度相比没有发生变化。里巴公司是后起之秀,1993年推出“碎浪牌”Ⅰ新型洗涤剂,符合环保规定,很受消费者欢迎,因此该公司洗涤销售额比上年度增加5％,其市场占有率比1992年度增加了1.4个百分点,排列顺序也由1992年的第5位上升为1993年的第4位。
Synthetic detergent (limited to laundry detergent for textiles) is a very mature and established market in Japan. Since it is a necessity for daily life, it is increasing at an average rate of 2% to 3% per year. In 1993, Japan suffered from excessive rainfall in summer. The output of synthetic detergents appeared to be 0.4% lower than in the previous year. The total amount of synthetic detergent delivered during the year was approximately 222.4 billion yen. Japan Kao Corporation and Lions Corporation are two major companies in the production of synthetic detergents. The synthetic detergents produced by the two companies account for more than 70% of Japan’s total output. The two main products of Kao Corporation are “Advance” and “Fair Brand”. “Their products once accounted for more than half of Japan’s total output. Afterwards, other manufacturers also successively developed detergent products similar to Kao Corporation to reduce their overlord status. The proportion of total output in 1993 decreased compared with 1992.” 2.4 percentage points. In 1993, Lions Company improved the “top-ranking” brand of its main detergent products, followed by the introduction of “Flash Brand” to improve new products. As a result, its market spot rate did not change compared to 1992. Liba Company is a rising star. In 1993, it launched the “Lalang Brand” I new detergent, which is in line with environmental protection regulations and is very popular with consumers. Therefore, the company’s washing sales increased by 5% from the previous year, and its market share increased compared with 1992. With 1.4 percentage points, the order of ranking also rose from 5th in 1992 to 4th in 1993.