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Anerle's performance fell by nearly 6%. Does Hengan, the number one domestic diaper manufacturer, need to panic?

发布日期: 2019年05月20日 Source: Diapers Follow Release Date: May 20, 2019 Baby care

According to the latest quarterly data from the Maternal and Infant Research Institute, Hengan ’s diaper brand An Erle's performance fell 5.8% to 120 million yuan. As a brother of domestic diapers, is being strongly pursued by other brands, will Hengan's status be shaken?

Hengan Group

Group's diaper business revenue fell by approximately 14.4%

Last year was an eventful year for Hengan International. A short report was like a storm that dragged the company's stock price to the bottom of the sea. Last year, the Guan Aner brand of diapers gained a 17% growth rate online to 480 million yuan in sales, but the total revenue of the group's diaper business (including Ankang adult diaper brands, etc.) fell by about 14.4%. To approximately RMB 1.54 billion, accounting for approximately 7.5% of the Group's overall revenue (2017: 9.9%).

In the latest first quarter of 2019, Anerle diapers experienced a decline in performance, a drop of 5.8% to 120 million yuan. Although In the first quarter, Anerle still ranked first in domestic diapers and ranked seventh in the overall ranking, but such achievements have sent a dangerous signal in this quarter.

Brands are catching up strongly, a new generation replaces the old one?

As China's diaper industry enters the Red Sea era, more and more players enter the market, and market competition is becoming increasingly fierce. In the Q1 quarter of 2019, not only well-known overseas brands such as Pampers, Curiosity, Unica, King, etc., but even the majority of domestic diaper brands have achieved relatively good growth. In particular, brands such as Bird's Nest and Babu Dou that followed Anerle did not make a big difference in terms of scale, but their growth could worry Anerle. Among them, the ninth-ranked Babudou increased by 146.4%, and sales of 83 million yuan launched a strong catch-up against Anerle and Que's. The twelfth place Lu Anshi is constantly making efforts with a rapid growth of 74.6%.

Omni-channel layout, Hengan is catching up

In recent years, fragmented channels such as e-commerce, micro-commerce, and overseas purchasing have greatly impacted traditional shopping channels. Until 2018, Hengan only strategically increased the diaper business's investment in e-commerce channels and mother and baby stores, and continued to implement an omni-channel strategy. For the year ended December 31, 2018, the sales of e-commerce channels increased by about 10% year-on-year, while the traditional sales channels declined severely, by about 35%.

Hengan Group's e-commerce channel has developed rapidly. In its 18-year financial report, Hengan's e-commerce channel turnover (including retail sales and WeChat sales) exceeded approximately RMB 2.9 billion, an increase of approximately 50% over the same period last year. In the first quarter financial report, Anerle had the highest share of online channel Tmall, accounting for 60% to 68.18 million yuan, followed by JD.com, accounting for 35.2% to 40.01 million yuan.

It is understood that in the future, Hengan will continue to expand the coverage of e-commerce channels and launch special products for e-commerce, such as e-commerce matching packages and promotional activities for e-commerce. Hengan believes that the improved efficiency in sales, supply and logistics will help the Group's e-commerce sales and profits in 2019 continue to increase.

Can market segments consolidate the position of Hengan's diaper industry?

In the field of diapers, in addition to Anerle, Hengan also laid out other sub-categories.

Qimo diapers, a diaper brand developed by Hengan Group specifically for the high-end market, is committed to becoming a high-end refined baby care brand in China. It adopts the new concept of refined product branding and incorporates the elements of the little lion, with a distinctive personality Re-branding. At present, the overall domestic diaper industry is trending towards high-end development. Qimo diapers have become one of the development centers of Hengan. In 2018, Qimo diaper sales increased by more than three times year-on-year, accounting for more than 5% of diaper sales revenue.

Ankang adult diapers is a brand of Hengan's "Silver Hair Economy". With the population aging trend, the market demand for adult diapers in China will continue to increase. In this field, the current market dominance is still in the hands of local brands, so it is extremely important to occupy the high ground and win the first move. In 2018, Ankang's revenue was approximately 170 million yuan, a year-on-year increase of 15.1%, accounting for 11.4% of total diaper revenue.

Although Anerle started earlier than other domestic diapers, in recent years many domestic diaper brands have emerged. They rely on their stable product quality, good reputation, brand marketing innovation, and proper channel play. Rush to the front of the diaper track. As domestic brands continue to rise, it remains to be seen whether Anerle and even Hengan can settle in the top spot, but it is worthy of recognition that it is precisely because of the strong development of these new domestic products that they are constantly rewriting the industry pattern of domestic diapers.

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Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

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Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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