The development of Laoguanjia is intrinsically linked to its parent company, Shanghai Nengchen Daily Necessities Co., Ltd.

Early development

• 2008: Shanghai Nengchen Daily Necessities Co., Ltd. was established.
• 2009: The company began expanding its product business nationwide.
• 2011: Annual sales exceeded RMB 10 million for the first time.
• 2013: The Laoguanjia (老管家) brand was officially created.
• 2015: Annual sales surpassed RMB 100 million.
• 2018: Washing machine cleaning products reached number one in sales on Tmall.
• 2019: The company was recognised as a High-Tech Enterprise in China.
• 2021: Sales exceeded RMB 300 million.
• 2022: The washing machine cleaning product received a PLF Gold Star Award in the proprietary-brand product category.
• 2023: The company invested in and established a second major factory.
• 2024: Comedian and actor Yue Yunpeng became the first brand spokesperson for Laoguanjia.
• 2025: Laoguanjia launched a major brand renewal programme in cooperation with Chinese branding consultancy Huayuhua.
• 2026: The company announced a premium technology line called “Cleaning Laboratory” (清洁实验室).

This progression marks a shift from a specialised cleaning products manufacturer towards a broader household cleaning solutions brand.

The Chinese name 老管家 translates conceptually to “the experienced housekeeper” or “trusted household manager.” This nomenclature is central to the brand’s positioning; rather than presenting itself merely as a chemical manufacturer, Laoguanjia personifies the brand as a guǎnjiā (household manager) that resolves cleaning issues for consumers.

This concept is reinforced by the slogan “老管家 管清洁”, which utilises the character 管 (to manage or take care of) to convey the idea of Laoguanjia managing household cleanliness.[1]

Laoguanjia has built its business around problem-specific household cleaning products rather than relying exclusively on conventional detergents. Its major product families include:

Laundry and washing machine cleaning

Washing machine cleaning is one of the brand’s most prominent categories. Products target accumulated dirt and residues inside washing machine tubs and drums. The company states that its washing machine cleaner has achieved number one in national sales for eight consecutive years.

Drain cleaning

Pipe and drain unclogging products are designed to address blockages in sinks, bathroom drains, and other plumbing. According to data from iiMedia Research cited by the brand, Laoguanjia’s domestic drain unclogging product achieved the highest nationwide online sales in 2023.

Toilet cleaning

By 2026, toilet cleaning had become an expanded core category. Offerings include toilet cleaners, cleaning tablets, descaling products, and odour-control solutions.

Kitchen cleaning

Kitchen products target heavy grease, kitchen surfaces, stubborn stains, and food-related grease deposits.

Mould removal

The brand maintains a substantial mould removal and mildew control line, particularly relevant for humid residential environments.

Moisture control

Dehumidifying and moisture-absorbing products are available for wardrobes, bedrooms, bathrooms, and other enclosed household spaces.

Appliance cleaning

The portfolio includes cleaning products for household appliances, including air conditioner cleaners and washing machine cleaners.

Floor and general household cleaning

Broader offerings cover floor cleaning, household surfaces, and other environmental cleaning applications. The company currently structures its products into four major families: kitchen and bathroom cleaning; laundry and care; household environment cleaning; and appliance cleaning.

Laoguanjia distinguishes itself through an emphasis on specific household problems rather than competing solely as a general laundry detergent brand. It develops products for distinct scenarios, such as dirty washing machines, blocked drains, mould on bathroom sealant, household humidity, and stubborn toilet scale. This strategy positions the brand closer to household problem-solving than everyday detergent consumption.

Laoguanjia identifies three key pillars in its brand culture:

Brand vision

“洁净每个中国家庭” (“Clean every Chinese household”). The stated objective is to make professional cleaning solutions accessible to ordinary households.

Brand slogan

“老管家 管清洁”. This slogan reinforces the household manager concept and represents the brand’s 2025 strategic repositioning.

Brand culture

“全家一起做家务” (“The whole family does housework together”). This reflects a shift away from portraying cleaning as the sole responsibility of one family member towards a modern concept of shared household responsibilities.

Laoguanjia presents itself as a company with in-house manufacturing and R&D capabilities. Corporate information indicates the company operates two self-owned factories with over 50 production lines and employs more than 50 professional R&D personnel. Annual production capacity is stated at approximately 130,000 tonnes. The company holds 58 invention patents and cooperates with domestic chemical research institutions and universities. It also operates under multiple ISO management systems and holds relevant Chinese production and hygiene certifications.

Laoguanjia has received market position confirmations from iiMedia Research. In 2024, iiMedia Research confirmed claims including China’s leading household cleaning brand, China’s leading household environment cleaning brand, number one online sales among domestic drain unclogging products, and “the choice of 80 million households.”

As of January 2026, Laoguanjia states that eight categories achieved number one nationwide sales positions: oxygen bleach/”explosive salt” (爆炸盐), mould remover, moisture absorber, drain unclogger, air conditioner cleaner, limescale cleaner, washing machine cleaner, and toilet cleaning tablets. These are company-reported and iiMedia-based market position claims rather than independently verified universal rankings.

User base figures

Reported user numbers have evolved over time. In 2024–2025, the company described itself as having served more than 80 million Chinese households. The current website states it has served more than 200 million households globally, citing market research completed in July 2026. The earlier figure referred specifically to Chinese households, while the newer figure uses a broader global scope and a later measurement period.

On 1 September 2025, Laoguanjia announced a comprehensive brand refresh in partnership with Chinese branding consultancy Huayuhua. Strategic communication was realigned around the concept of a professional household cleaning manager. The refresh included a new visual identity, updated packaging, formulation improvements, the new slogan “老管家 管清洁”, and a new brand mascot called “手套管家” (Glove Butler). The mascot uses a white cleaning glove as its central visual element. This marked a transition from being perceived primarily as a cleaning product manufacturer to a professional household cleaning solution brand.

In August 2024, Laoguanjia appointed Chinese comedian and actor Yue Yunpeng as its first brand spokesperson. The partnership aimed to make the brand more approachable by connecting household cleaning with Yue’s familiar and humorous public persona, adding a popular and family-oriented personality to functional cleaning products.

Laoguanjia primarily targets ordinary households seeking affordable, easy-to-use solutions to specific cleaning problems. Relevant demographics include families, apartment residents, homeowners, renters, those responsible for household maintenance, consumers in humid climates, and individuals seeking specialised cleaning products rather than generic detergents.

Laoguanjia operates within China’s omnichannel household cleaning market. Products are available across major e-commerce and retail channels. The company employs a flexible supply chain model, including a “small-order, fast-response” production approach intended to address fragmented consumer demand. Historical performance on online platforms has been significant to its growth; for example, washing machine cleaning products reached number one in sales on Tmall in 2018.

Laoguanjia is a brand owned and operated by Shanghai Nengchen Daily Necessities Co., Ltd. The corporate relationship flows from the parent company to the Laoguanjia brand, then to household cleaning products distributed in China and international markets. The official website identifies Shanghai Nengchen Daily Necessities Co., Ltd. as the entity behind the brand.[1]

Operating in China’s household cleaning and FMCG market, Laoguanjia competes with multinational household care companies, national cleaning brands, specialised cleaning product companies, e-commerce-native brands, private labels, and low-cost local manufacturers. Its primary differentiation lies in its specialised product portfolio, owning consumer associations around washing machine cleaning, drain unclogging, mould removal, moisture control, and descaling. A 2024 iiMedia industry report highlighted the brand’s product breadth, supply chain management, R&D capabilities, self-owned production, and quality control system as key competitive elements.

From a business perspective, Laoguanjia is notable for building a brand around concrete pain points such as blocked drains and mould rather than broad emotional propositions. It has expanded from individual products into a household ecosystem where consumers may purchase multiple category-specific items. The company combines manufacturing with branding, emphasising its own factories and patents. Furthermore, the 2025 refresh represents a deliberate transformation toward a coherent “professional cleaning butler” identity.

1. 老管家（LAOGUANJIA）品牌及商品 – 京东