In the first half of the year, the offline sales of toothpaste by BANBAN increased by 291%, ranking seventh in the industry | The Latest Frontline

In the toothpaste market dominated by traditional giants and under pressure in offline channels, is there still room for new possibilities?

According to data released by the offline retail monitoring agency Mashangying, in the first half of this year, among the top 10 brands in the domestic offline toothpaste market, the year-on-year growth rates of the market share and sales of Shenban ranked first, reaching as high as 184% and 291% respectively. Among them, in Q2 of 2025, Shenban's offline market share of toothpaste ranked seventh in the industry and fourth among domestic brands.

Currently, the offline market remains the main battlefield in the toothpaste industry. Although the proportion of online channels has been increasing year by year, Nielsen data shows that offline channels still account for more than 60% of the market share. Compared with online channels, the offline landscape of the toothpaste industry is relatively fixed, with a large and complex distribution system. The top 10 leading brands in the industry have always been firmly controlled by international giants and traditional brands, making it difficult for new brands to penetrate the core market.

According to the data analysis of Mashangying, the top 10 brands in the offline toothpaste channels almost account for 75% of the market share, indicating an extremely obvious leading effect in the industry. It is reported that Shenban began to layout offline channels in Q3 of 2022 and has gradually established a foothold in the offline market after three years of development.

As a company established for 10 years, Shenban's product line has covered multiple categories such as toothpaste, mouthwash, and oral spray, among which toothpaste is the core source of revenue. In 2024, the company's overall annual sales exceeded 2 billion yuan.

In terms of channels, Yin Kuo, the founder of Shenban, once said that although Shenban has occupied a favorable position online, toothpaste is a daily necessity category. To become a national brand, it must enter the offline market.

In his opinion, the consumer goods channels in China have undergone tremendous changes, and the entire industry is facing an opportunity for the redistribution of the profit system. The profit distribution systems of many traditional enterprises in the past no longer match today's channel composition.

In terms of organizational system and efficiency, Shenban has also broken the traditional hierarchical management model in the daily chemical industry. According to Yin Kuo, among the company's team of more than 400 people, 200 are dedicated to content creation. This organizational structure brings a completely different response speed from the traditional industry and enables efficient coverage of complex terminals.

In terms of products, Shenban also enables rapid product iteration and quantitative expression by learning from the model of the technology industry. Facing consumers' more personalized and refined oral care needs, Shenban continuously expands its toothpaste product line matrix for whitening, freshening, gum protection, anti - sensitivity, etc., covering the care needs of different age groups such as children, adults, and the elderly.

In the past toothpaste market, most products only focused on functions such as whitening and gum protection. However, Yin Kuo believes that toothpaste is the only daily - chemical product that goes into the mouth. On the basis of improving efficacy, the sensory experience of use and taste are equally important.

For this reason, in the past three years, Shenban has not only launched a series of toothpaste products containing probiotics, lysozyme, hydroxyapatite, zeolite, etc., upgrading the efficacy of toothpaste with innovative raw materials and technologies, but also breaking through the experience that traditional toothpaste has ignored in multiple dimensions such as brushing feeling, taste, flavor, and fragrance - lasting time.

In addition, in the offline market, Shenban has adopted a more flexible "accommodating" positioning strategy, classifying products and setting prices according to different channels, regions, and consumer groups for precise adaptation.

In the top 10 offline toothpaste market share, except for Yunnan Baiyao, which occupies an absolute leading position, the shares of other brands are actually quite scattered. This means that there is still a large growth space offline for new brands like Shenban in the future.