Oral care brand BOP recently secured 10 million yuan in a Pre-A round of financing. The leading investor is BAI (Betasman Asian Investment Fund). The brand will use this new investment for new product development and branding Promotion. 

BOP's toothpaste products launched on e-commerce channels such as Tmall and JD.com at the end of 2019. Currently, there are four products with different functions, including teeth whitening, fresh breath, plaque removal, mouth care, etc. The main ingredients are essential oils such as "Greek Western Frankincense." The brand aims to provide clean and efficient products for consumers.

The target consumers of BOP are consumers aged between 25-35 years old located in first-, second-, and third-tier cities. The price band is set at the middle-, high-end level of 50-60 yuan.

New products from BOP

China’s oral care market

With the increase of Chinese consumers’ disposable income and the improvement of residents' health awareness, the oral care market as a whole also shows a rapid growth trend. According to Euromonitor's data, China's oral care market exceeded 40 billion yuan in 2018, with a growth rate of over 10%. Growth is expected to maintain its current trajectory for the next few years. ^[1]

The scale of China's oral care market has increased year by year, but at present, the market concentration of oral care products is relatively low. In contrast, domestic oral care products focus on the low-end mass market, which means enormous room for brands to grow.

In the oral care market, in addition to toothpaste and toothbrushes, the development of other oral care products also has excellent potential. Compared with major consumer countries such as Europe, America, and Japan, China has relatively few types of oral products. However, recently, influenced by the consumption concepts of countries such as Europe and the United States, Chinese consumers are gradually adopting oral care peripheral products such as mouthwash, dental floss, and dental powder.

At the same time, consumers tend to have more professional, scientific, and personalized needs for oral care products. Chinese consumers start to pay more and more attention to oral health due to different factors, such as changes in consumer diets, like increased purchases of sugar-containing foods and sugar-sweetened beverages, increased incidence of dental caries, and an increase in the number of residents with oral problems.

Also, competition is becoming more severe. Besides BOP, other interesting domestic oral care brands have appeared in the market. AvecMoi - a high-end oral care brand whose selling point is probiotics. NYSCPS (参半) - another high-end oral care brand whose slogan is “Nourish your mouth like caring for your skin." YOUMORN (氧晨) - a young oral care brand becoming popular due to its milk-box shaped product package.

Products from NYSCPS

Disclaimer: All images used in this article are from the internet.