Trauer to Capture the Market of Winona for Sensitive Skincare
- Chaileedo Press
- Jul 14, 2022
- 3 min read
Abstract: Chinese medical dressing brand Trauer launched a new Trauer Collagen Soothing Facial Mask and released the internal test data of product with 97.22% of testers perceiving a reduction in skin sensitivity.
According to CHAILEEDO, on the product detail page, the product claims to add active collagen and sodium hyaluronate ingredients for strong skin repair and tightening effects and can see significant barrier repair effects in 14 days. The test data released by Trauer is shown that the product is comfortable to use and its main effect is to repair the barrier, which is aimed at people with sensitive skin.
Trauer has been focusing on medical skincare for 18 years, with a focus on bioactive collagen products for sensitive skin repair and post-laser surgery repair. The series of products are mainly used for the auxiliary treatment of wounds, promote the hemostasis and repair of wounds, and can be used for the auxiliary treatment of acne, dermatitis, eczema, and skin allergy diseases. The products include collagen dressing, collagen sponge, etc., of which collagen dressing is one of the main products for the auxiliary treatment of dermatological diseases.
At present, there are 28 SKUs in Trauer's Tmall flagship store, the main categories are mask and essence, and the best selling is Trauer Collagen Dressing with two packs, priced at $8.97, with total sales volume of 1 million+.
According to Frost & Sullivan analysis information, at present, Voolga, Giant Bio, UnderProved (parent company of FulQun, Fufu), Trauer Biological (parent company of Trauer), and BTN occupies the main market share of Chinese patch medical device dressing products. During this year's 618 reports on Chinese e-commerce platform Tmall, the top 1 and top 3 of store sales of medicine and health store are Comfy and Voolga. In 2019, the market share of TOP3 brands of medical skin repair dressing is 51%, of which Voolga with a 37% market share is far ahead, occupying the first, Trauer with 8% share in second place.
This shows that the influence of Voolga, Giant Bio and Trauer Bio in the medical dressing market continues to patch functional skincare products. In other words, in the functional patch mask market, these companies that started out as medical dressings have been competing for head-on with cosmetic companies.
In fact, the pricing of medical dressings is generally higher than the mask. Some medical dressings such as Comfy Collagen Dressing are priced at the unit price of $5.9. Voolga Medical Sodium Hyaluronate Dressing was priced at $4.4. Trauer Collagen Dressing is priced at $5. However, general facial masks normally are priced at $1.5.
However, under the increasingly fierce market competition, "price war" has become the first response of the brands, Comfy, Trauer, Voolga began to attract customers with lower tasting prices. In their Tmall flagship store, they also launched two pieces for discount to attract traffic. During the promotion, the product price of two pieces of medical dressing for $3, and the unit price has been less than $1.5.
In fact, this kind of medical dressing is mainly functional skincare and its efficacy is similar to the international brand LA ROCHE-POSAY positioning active health skincare brand. In its Taobao official flagship store, LA ROCHE-POSAY B5 multi-effect moisturizing repair mask claims to repair redness, stinging, and dryness symptoms, priced at $24.5/5 pieces with a total sales volume of 500,000 +. In terms of price, it is comparable to the unit price of Trauer collagen dressing.
This time, Trauer launched an efficacious mask, which may also indicate that Trauer intends to expand the trend of the efficacy market. Moreover, the product targets sensitive skin users, which also indicates that Trauer wants to share the market share with Winona, a big player in sensitive skincare.
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