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China: ALDI, The New "Supermarket Champion" of Personal Care

Discount Retail Chain ALDI is globally known for affordable groceries, its personal care line, specifically its private label brands like Lacura, is currently exploding on social media. In China, ALDI has recently sparked a "shopping craze" by offering high-end ingredients at "absurdly" low prices.


Can a $7 product really replace a $600 luxury brand?

ALDI China recently launched its Caviar Luxury Collection, marketed as "the first caviar essence of your life."

  • Price Point: Items start at roughly $2.00 (14.9 RMB), with the most expensive cream priced at only $7.00 (49.9 RMB). A full 7-piece set costs less than $30.

  • The Ingredients: Despite the low price, the lab results show "premium" ingredients usually reserved for luxury brands like La Prairie, including:

    • Caviar Extract & Sodium DNA

    • Palmitoyl Tripeptide-5 (Collagen booster)

    • Acetyl Hexapeptide-8 (Targeting fine lines)

    • Squalane, Shea Butter, and Beeswax


Best-Selling "Dupes" & Viral Products

The article highlights several ALDI products that have gained a cult following for being nearly identical to expensive counterparts:

ALDI Product

Price (Approx.)

Luxury "Dupe" Comparison

Shea Butter Hand Cream

$1.40 (9.9 RMB)

L'Occitane Shea Butter (Similar formula)

Olive Lip Balm

$1.80 (12.9 RMB)

DHC Lip Cream (Similar top ingredients)

Amino Acid Cleanser

$1.40 (9.9 RMB)

Competes with high-end gentle cleansers

Caviar Face Cream

$7.00 (49.9 RMB)

Often compared to La Prairie

6-Pack Toothbrushes

$0.85 (5.9 RMB)

Known as the "Out of Stock King"

Why Is It Winning?

  1. Supply Chain Advantage: ALDI’s business model—high private-label ratio, centralized procurement, compact stores, and minimal marketing—allows them to cut costs without sacrificing the liquid inside the bottle.

  2. The "80-Point" Rule: ALDI doesn't claim to be "revolutionary." Instead, it focuses on being an "80-point student"—products that are safe, effective, and pleasant for daily use without the "marketing fluff."

  3. Trust Over Hype: Consumers are increasingly tired of paying for celebrity endorsements. When they realize they are paying for the product rather than the advertisement, brand loyalty shifts to ALDI.


Conclusion

ALDI has proven that "doing the basics well" at a fair price is a rare and winning strategy in a market saturated with over-priced alternatives.


Source: PLSC Shanghai



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