---
title: "Aiming at the 200 Billion Yuan Future of Laundry: Can Liby's Large-Scale Entry Change the WeChat Business Market?"
description: "For the WeChat business market, Liby is a latecomer, but compared to most well-known traditional enterprises, Liby is definitely a pioneer in entering this channel. On August 1, Liby Group announced that it would enter the WeChat business market with its 'Dr. Clean' brand, with the main product being Dr. Clean laundry sheets. This famous traditional laundry brand is about to explore a new channel. What is Liby's motivation for entering the WeChat business? Due to the rapid and chaotic development of the WeChat business market, the term 'WeChat business' does not have a good reputation among the public. Usually, when we mention WeChat business, the first thing that comes to mind is the endless spamming in our friend circles."
author: "调戏电商"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-08-06"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/GQ7EH7h1UdvfzQcqbA7XyQ"
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---

# Aiming at the 200 Billion Yuan Future of Laundry: Can Liby's Large-Scale Entry Change the WeChat Business Market?

> For the WeChat business market, Liby is a latecomer, but compared to most well-known traditional enterprises, Liby is definitely a pioneer in entering this channel. On August 1, Liby Group announced that it would enter the WeChat business market with its 'Dr. Clean' brand, with the main product being Dr. Clean laundry sheets. This famous traditional laundry brand is about to explore a new channel. What is Liby's motivation for entering the WeChat business? Due to the rapid and chaotic development of the WeChat business market, the term 'WeChat business' does not have a good reputation among the public. Usually, when we mention WeChat business, the first thing that comes to mind is the endless spamming in our friend circles.

For the WeChat business market, Liby is a latecomer, but compared to most well-known traditional enterprises, Liby is definitely a pioneer in entering this channel. On August 1, Liby Group announced that it would enter the WeChat business market with its 'Dr. Clean' brand, with the main product being Dr. Clean laundry sheets. This famous traditional laundry brand is about to explore a new channel.

**What is Liby's motivation for entering the WeChat business?**

Due to the rapid and chaotic development of the WeChat business market, the term 'WeChat business' does not have a good reputation among the public. Usually, when we mention WeChat business, the first thing that comes to mind is the endless spamming in our friend circles. Just last month, WeChat's partial crackdown on WeChat businesses due to payment issues clearly signaled that there are indeed some non-standard problems in this industry.

Under such circumstances, why is Liby making such a high-profile announcement to enter the WeChat business?

According to relevant data, the growth rate of the entire retail industry has been declining year by year, from 128.8% growth in 2008 to 42% in 2013. The continuous development of e-commerce has made the competition for online sales channels a new battleground for laundry products. Currently, more than 90% of smartphones in China have WeChat installed, 25% of WeChat users open WeChat more than 30 times a day, and 55.2% of WeChat users open WeChat more than 10 times a day.

The powerful coverage of WeChat in the mobile internet era has given rise to the emergence of WeChat businesses. Facing the huge WeChat business market, many have rushed in. The influence and impact generated by the WeChat platform mean that traditional enterprises must find ways to combine WeChat public platforms and internet methods to create new models of customer service. Liby, a veteran in the laundry industry, apparently does not want to miss this battlefield, and it expects to continue its traditional market position in the WeChat business market.

In essence, WeChat business is mobile social e-commerce, a new form of e-commerce development. However, the rapid rise of the entire WeChat business industry has been accompanied by the proliferation of three-no products (no production license, no quality inspection, no brand), the exploitation of friends in friend circles, the annoyance caused by endless spamming, and especially the pyramid schemes disguised as WeChat businesses, which have had a negative impact on the entire industry. This has led consumers to lack a positive perception of WeChat businesses. In the few years of WeChat business development, not many brands have been able to settle down. Liby's entry into the WeChat business market is accompanied by its industry vision of "standardizing WeChat business channels and creating a benchmark for brand WeChat businesses."

In other words, Liby believes that the chaotic world of WeChat businesses needs a brand to set a benchmark. What is its confidence based on? Recently, the ninth "China's 500 Most Valuable Brands" list was released. Among the 45 industries listed, 11 brands from the daily chemical industry were listed, with a total value of 122.6 billion yuan. Liby Group ranked first with a brand value of 22.359 billion yuan.

The end of any business model is to sell products, and the most important problem currently facing WeChat businesses is the issue of product trust. This is particularly evident in products like face masks and cosmetics, where there are both a large number of three-no products that make people stay away, and extremely successful brands like Avon. Undoubtedly, Liby, as a traditional daily chemical brand, is the best endorsement for its products.

**Will Liby really do well in the WeChat business?**

For the current WeChat business market, an important issue is that due to the lack of overall social recognition and rapid explosion, many brands have not felt a deep commitment, and thus have found it difficult to offer core products.

What we currently see is that the products prevalent in the WeChat business market are basically concentrated in skin care products such as face masks and health products. This is mainly due to their huge profit margins and the possibility of tiered agency, which is also an important model for WeChat businesses. Liby has not disclosed much about its specific business model for the WeChat business, but it has already released news of recruiting agents both online and offline.

As a daily chemical brand, Liby's product unit prices are not high, and the profit margin per unit is very limited. Therefore, if it follows a route similar to skin care products, it will be difficult to succeed, but its volume is huge. After all, not everyone uses cosmetics, but products like those under Liby are indispensable.

The 80/20 rule also applies to the laundry products industry. The higher the brand awareness, the higher the market share. The top ten brands occupy about 80% of the market, and consumers have high loyalty to brands. So even though there are similar product brands in the WeChat business market, such as Quan Lifang, Liby still has its advantages.

On the other hand, Liby's products belong to almost all consumer levels, which involves the huge rural market. The acceptance of new things in rural areas is definitely slower than in cities. For e-commerce to expand into the rural market, brands like Liby will also have a huge advantage.

After experiencing individual struggles and the "barbaric development" of teams, the WeChat business has quickly undergone elimination and reshuffling. The model of hoarding goods at multiple levels, "barbaric sales," and crazy spamming has basically ended in failure. In the final analysis, the emergence of WeChat business is a new form brought about by the development of technology, just like traditional e-commerce. How traditional enterprises can play with e-commerce is an old topic. How much of a stir Liby can make in the WeChat business market remains to be seen, depending on the specific gameplay.

**Why use "laundry sheets" to test the waters?**

Liby has high-profile announced that it will enter the WeChat business market with its sub-brand "Dr. Clean," with the main product being Dr. Clean laundry sheets, which have six patented technologies. It is understood that this is just a test product for Liby, and it will later involve all daily chemical product lines, including household laundry, cleaning, disinfection, and sterilization.

According to market research forecasts, by 2018, the laundry market size will reach 200 billion yuan. On the other hand, the development of China's laundry products industry has reached a bottleneck period. Solid, concentrated, and green and safe new laundry products will become the main theme of the industry. Survey data shows that traditional laundry powder and soap sales have declined sharply, and 79.16% of consumers often choose laundry liquid. This means an upgrade in consumption levels and changes in consumption habits, and also means that new environmentally friendly laundry products provide greater market space. In other words, the launch of Liby Dr. Clean laundry sheets is precisely due to the upgrade of the entire laundry industry and the upgrade of consumer consumption habits.

On the other hand, many consumers have high curiosity about laundry products they have not used. Relevant data shows that up to 58.32% of consumers buy because they "haven't used it and want to try it," while 43.36% and 25.04% respectively said they were recommended by friends or because the advertising was good and they wanted to try it. This is probably another important reason why Liby directly took new products to enter the WeChat business market. In the upcoming WeChat business market, will Liby become a benchmark? How many new and old brands will start to deeply cultivate? Let's wait and see.

Source: Tiaoxi E-commerce (ID: tiaoxiEC)

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> August 15-18
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