Judging from the current diaper pattern, there are more diaper brand entrants and fierce competition in the industry. It is difficult to find the market increase, the stock is difficult to do, and the industry is surging. The pressure on foreign and domestic brands is not small, but undoubtedly, in the entire camp of diapers, the most uncomfortable is to make small and medium brands seriously. Foreign brands include the first- and second-tier markets in their pockets. Domestically-made big-name diapers occupy a dominant position in low-tier cities. Speculative small brands are better off, which disrupts the entire diaper market but makes a lot of money.
Industry reshuffle accelerates, bad business will be out
Throughout the diaper market, there are a large number of brands in the diaper market, weak technical content, uneven product quality, and serious homogenization. Many brands are currently mainly at the stage of price wars, and market conditions such as inadequate marketing have hindered the development of the industry. However, both diaper channel vendors and manufacturers are still very willing to develop this industry to a higher quality direction, and are constantly working to promote the optimization and development of the diaper industry.
First of all, as a manufacturer, profit is particularly critical for the company's long-term development. But if a manufacturer enters the diaper market and only cares about short-term profits and increases profits by saving product raw materials, can such products really flow to the market smoothly? Without quality and honesty, companies will not do much in the end and channel chambers of commerce will not be willing to cooperate for a long time.
If the channel dealer simply values the interests and does not care about the product quality of the diaper, he does not need to care about the authenticity, and I believe that consumers will not trust such a channel dealer. Integrity is worrying, cooperation is unstable, consumers do not trust, and they will only be eliminated together.
Only by making products and brands with care, can consumers withstand the test of the market. With the upgrading of consumers, consumers will only have higher and higher quality requirements for diapers, and those products and brands that bewitch consumers through low prices will eventually be eliminated by the market. Sooner or later, the brand will fall down sooner or later, and the brand that is serious about making products and markets will become stronger and stronger. The restructuring of the industry is imperative.
Three steps to help small and medium diaper brands fight back
01 、 Improve the professionalism of the brand to ensure product quality
I believe that many diaper brands can feel that the new generation of young consumers is better than the "previous" consumers in terms of product quality, but in fact, as a baby's personal care products, as long as the professional level is high enough, the product will not worry about selling.
In the process of industry reorganization, how to improve the professionalism of diaper brands will be the key point for survival. At present, China's diaper production line is far superior to foreign technology. With the introduction of medical-grade standards, OEMs and small brands with insufficient hardware conditions will gradually be out. Only when brands pour more professionalism on diapers, make products and brands well, and make consumers feel comfortable buying and using peace of mind can gradually expand market share and gain a foothold in the entire industry.
02, clear positioning returns to consumers
With the upgrade of consumers, diapers have ushered in a new outlet, and the trend of high-end customization, cross-border marketing, and functional scene segmentation has gradually become apparent. However, the trend is becoming more and more obvious. The test of the brand is getting bigger, and the big brands are gradually deriving a variety of sub-categories.
With the advent of the consumer-centric era, consumers are increasingly demanding for the quality of diapers. Whether it's P & G, Kao, or You Ni Jia, they are focusing on consumer service. At the same time that the product quality is good, it must stand the test of consumer reputation before it can stand.
03 、 Opening online and offline omni-channel operation is standard
Channel fragmentation is diversified, and there will naturally be serious channel diversion and other phenomena. There are not a few diaper brands focusing on e-commerce. Brands starting from Weishang are grabbing a lot of them, rushing for orders wildly and eroding offline. Although diapers are selling very hot online, the Internet traffic is limited. With the rise of new offline retail, online and offline integration will be the last. At the same time of online promotion and drainage, good service offline is the key to success.
The key to the development of diapers is how diaper brands balance online and offline relationships, achieve synchronous development, and present more gameplay. Regional small and medium-sized brands make full use of the regional popularity established in the local area, and will intensify production, supply and marketing, and take the opportunity to expand a broader sales network. Only through omni-channel channels will there be more opportunities to go national and expand its share.
In fact, the manufacturing level of Chinese diapers is already higher than those made in Japan and South Korea. Foreign brands including Unica, Kao, and Pampers have felt the “threat” of local brands. Therefore, as long as small and medium-sized brands research products in depth, improve product quality, differentiate and be responsible to consumers, they can have the opportunity to break through and go longer.