Laundry liquid concentrate opens up a high - quality market segment, and the innovative achievements of P&G Global Fabric Care Institute are put into practice.
On June 12, 2025, the "High - quality Development Forum of the Fabric Care Industry and the New Product Launch Conference of Laundry Concentrate" was successfully held in Beijing. As a pioneer in the global fabric care field, Tide, Ariel, and Downy, the fabric care brands under Procter & Gamble, have always been driven by innovative technology and actively responded to the national call for high - quality development. At the event site, leaders from the China National Washing Products Industry Association, experts from Procter & Gamble's Global Fabric Care Research Institute, and media representatives were present. They conducted in - depth discussions on the trends in the washing industry, provided new ideas for the high - quality development of the industry, and jointly witnessed the birth of an epoch - making innovation - the first laundry concentrates of Tide, Ariel, and Downy. These products broke through technological barriers with innovation, opening a new era of laundry without pre - treatment and contributing to a better life for Chinese consumers.
Wang Minyan, the President of the China National Washing Products Industry Association, and experts from Procter & Gamble's Global Fabric Care Research Institute witnessed the official launch of the laundry concentrates of Tide, Ariel, and Downy.
Consumers are trapped in the dilemma of "dirty clothes not getting clean", and high - quality development of the washing industry is imperative
As Chinese consumers' pursuit of quality of life continues to increase, their demand for the efficacy of fabric care products is also constantly upgrading. However, currently, there is a persistent phenomenon of "low - quality involution" in the washing market: some enterprises reduce the total active substances in products below the standard and add insufficient core efficacy ingredients to cut costs, which greatly reduces consumers' laundry experience. Consumers often need to "use multiple products in combination", such as laundry detergents, stain removers, collar cleaners, and fragrance beads. This not only makes the process cumbersome but also fails to guarantee the cleaning effect. Consumers are even forced to seek laundry remedies. Tutorials on remedies like "using toothpaste to remove oil stains", "using essential balm to remove yellow stains", and "using white vinegar to remove blood stains" are widely spread on social media platforms, which also indirectly proves that the general cleaning effect of laundry products is poor. As a result, consumers often unconsciously make many compromises on the basic requirement of "laundry detergent should clean clothes". In the long run, this not only damages consumers' rights and interests but also restricts the innovation vitality of the industry and disrupts the healthy ecosystem.
Ms. Wang Minyan, the President of the China National Washing Products Industry Association, pointed out profoundly at the event site: "It is the responsibility of the industry association to help consumers clarify the standards of 'good laundry products', jointly build industry quality standards, and promote the industry to return to the right track of quality competition. High - quality laundry detergents need to overcome two major technical problems: one is to address the challenges of diverse stains caused by China's complex diet and rich fabrics and achieve excellent cleaning power; the other is to simultaneously meet the increasingly growing multi - dimensional consumer demands such as fragrance retention and fabric care." She emphasized that focusing on the pain points and difficulties of the industry, increasing R & D and innovation, and improving new - quality productivity are the core paths for the high - quality development of the washing products industry.
Wang Minyan, the President of the China National Washing Products Industry Association
Procter & Gamble's Global Fabric Care Research Institute was established to jointly overcome washing technology problems through industry - university - research cooperation
To effectively solve the industry's pain points and respond to the requirements of high - quality development, Tide, Ariel, and Downy, the fabric care brands under Procter & Gamble, have continuously strengthened their innovation engines in science and technology. Ms. Lu Hui, the head of Procter & Gamble's Global Fabric Care Research Institute and the General Manager of Communications and Public Relations for Procter & Gamble Greater China, mentioned: "In 2024, Procter & Gamble's Global Fabric Care Research Institute was officially established, marking the brand's in - depth investment in cutting - edge scientific research. This institute brings together top university experts and industry authorities from the fields of chemistry, engineering, biology, microbiology, textile science, and skin science. Its aim is to pool global wisdom, promote breakthrough innovation in fabric care science and technology, and promote sustainable development, ultimately benefiting consumers' lives." At the same time, Mr. Qin Dongyan, the Vice President of R & D at Procter & Gamble, mentioned: "The establishment of the research institute is not the end but the cornerstone of a new journey. In the future, the research institute will continuously invest in scientific research and conduct in - depth exploration in four major directions: 'cleaning and stain removal', 'antibacterial and cleanliness', 'long - lasting fragrance', and 'environmental protection and sustainability'. Now, the achievements of industry - university - research cooperation have blossomed. The successful launch of the laundry powder without rubbing and the laundry concentrate not only represents the research of multiple parties and fields but also a reconstruction of traditional laundry products and laundry methods.
Lu Hui, the head of Procter & Gamble's Global Fabric Care Research Institute and the General Manager of Communications and Public Relations for Procter & Gamble Greater China
Qin Dongyan, the Vice President of the R & D Department at Procter & Gamble
Award - giving ceremony at Procter & Gamble's Global Fabric Care Research Institute
The research directions of the institute are aimed directly at the core technological breakthrough points in the industry. Professor Ding Xuemei from the College of Fashion and Design at Donghua University, in her special report "Cleaning of Clothing Stains of Chinese Consumers", conducted an in - depth analysis of the cleaning difficulties caused by the diversification of clothing materials and the complexity of stains among Chinese consumers. She said that her team, for the first time in cooperation with Procter & Gamble, used low - frequency nuclear magnetic resonance instruments to observe at the microscopic level the morphological structure of the combination of single fibers and stains, the degree of dirt hiding in the cross - section and grooves of fibers, and the phenomenon of aged oil stains hiding in the hollow structure of cotton fibers. They also successfully verified at the microscopic level the superior cleaning effect of the laundry concentrate compared with the national - standard laundry detergent on aged oil stains. Professor Stijn van der Veen from the Department of Microbiology at Zhejiang University, in his report "Challenges of Bacterial Stains and Biofilm Formation in Clothing Cleaning", revealed the microbiological root cause of the "yellowing" and "odor" problems of clothes that trouble consumers - bacterial stains. He said that once the biofilm in bacterial stains is formed, it is difficult to clean. In addition to fully washing clothes every time to reduce stain residues, increasing the washing frequency and the amount of detergent during the rainy season, an effective way to prevent this is to choose detergents containing special surfactants, compound enzymes, and polymer systems to effectively wash the main substrate of bacterial stains, sebum and sweat stains. These in - depth studies have laid a solid foundation for the breakthrough innovation of products.
Professor Ding Xuemei from the College of Fashion and Design at Donghua University
Professor Stijn van der Veen from the Department of Microbiology at Zhejiang University
Breaking through technological barriers, the new laundry concentrate is launched, opening a new era of laundry without pre - treatment
As a breakthrough result of industry - university - research collaborative innovation, Tide, Ariel, and Downy launched a new blockbuster product - the laundry concentrate at the forum. This is a product that integrates many cutting - edge industry technologies. Its greatest technological breakthrough lies in the special miracle stain - dissolving essence it contains, which can dissolve various stubborn stains that have not been cleaned in time. At the same time, compared with ordinary laundry detergents, the laundry concentrate uses non - Newtonian fluid technology, allowing sufficient stain - removing, yellow - removing, fragrance - retaining, whitening, and fabric - caring ingredients to coexist stably. One bottle of laundry concentrate = the cleaning power of laundry powder + the long - lasting fragrance of fragrance beads + fabric - caring essence, eliminating the need for consumers to use multiple products in combination and perform cumbersome pre - treatment steps. Dr. Tian Ye, a senior R & D manager at Procter & Gamble, vividly explained and conducted scientific experiments on - site, intuitively demonstrating the subversive cleaning effect of the laundry concentrate, marking that Chinese consumers have officially entered a new era of achieving clean laundry results without pre - treatment.
Dr. Tian Ye, a senior R & D manager at Procter & Gamble
Reaching a consensus and discussing the future: The round - table discussion promotes high - quality development
Meanwhile, the forum set up a special round - table session where experts from industry, academia, and research conducted in - depth discussions on how to further promote the high - quality development of the fabric care industry.
Firstly, optimize the industrial supply and demand: Ms. Wang Minyan, the President of the China National Washing Products Industry Association, mentioned: "There is still a structural contradiction in the supply and demand of the washing industry: the market is often oversupplied with low - quality products, while high - quality products with superior performance are still scarce. And consumers' demand for high - quality products has changed from simply 'cleaning clothes' to multi - level demands, which can be roughly summarized as 'clean, fast, comprehensive, and caring'. Cleaning clothes is the most basic requirement; 'fast' means that consumers hope the detergent can efficiently remove stains without much pre - treatment in advance; 'comprehensive' means that consumers hope the detergent has a full range of functions; 'caring' means that fabrics can be protected during washing and always look new." President Wang encouraged enterprises to increase R & D efforts, and retailers and platforms to do a good job in product selection: actively eliminate low - quality products and support the healthy development of high - quality products. She also fully affirmed Procter & Gamble's achievements in leading the technological frontier of washing products. The newly launched laundry powder without rubbing and the laundry concentrate of Tide and Ariel have received positive feedback in the industry. Consumers generally reported that these products "clean clothes well", "save time and effort", "protect colors and make clothes bright", and "have a long - lasting and pleasant fragrance". They are "excellent cases worthy of vigorous promotion for the high - quality development of the industry".
Secondly, deepen scientific and technological innovation: Mr. Qin Dongyan, the Vice President of R & D at Procter & Gamble, pointed out: "In the process of researching and developing the new product of laundry concentrate, two problems were encountered in technological innovation. The first was to study the cleaning mechanism and find ingredients with excellent cleaning power. The second was to upgrade the formula. When multiple high - efficiency cleaning technologies and fragrance - retaining technologies are combined, the stability of the formula often faces challenges, and it is difficult for new ingredients to coexist stably in the old ordinary laundry detergent system. In this regard, relying on the Global Fabric Care Research Institute and Procter & Gamble's global innovation network, Procter & Gamble introduced a new process. By upgrading the formula system, it quickly overcame the technical problem of product stability." At the same time, Professor Wei Hongyuan from the School of Chemical Engineering at Tianjin University, as a representative of long - term cooperation with Procter & Gamble, shared the importance and experience of school - enterprise cooperation in promoting technological innovation. He pointed out: "Building an open - innovation platform to attract talents from multiple professional fields to conduct research in one direction and integrating and sharing scientific research resources can generate more scientific research inspiration and sparks."
Thirdly, promote the upgrading of standards: Fan Ping from the Secretariat of the National Standardization Technical Committee for Surfactants and Detergent Products mentioned: "Standardization is the result and symbol of human civilization progress, and the standardization system of the washing industry is also continuously developing and improving. The 'Safety Technical Specification for Washing Products' standard formulated by the industry organization is expected to be released this year. This is a mandatory national standard that clearly stipulates the raw materials, products, labels, and safety risks of washing products. The introduction of this standard is of great significance and represents another major step forward in standardization work." He also affirmed Procter & Gamble's significant contributions in providing a large amount of technical verification and support for the industry's standardization work. Regarding how to make the standards for bacteria and mites more transparent, Director Xie Xiaobao from the Institute of Microbiology of the Guangdong Academy of Sciences said: "The terms in the standards are relatively professional for consumers. Strengthening the popularization and education of consumers is an effective way to increase consumers' trust."
Round - table forum: Promoting the high - quality development of the fabric care industry
From facing the low - quality dilemma in the industry, to establishing a research institute to build an innovation platform, to launching a revolutionary laundry