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Inventory of diaper foundries that have established their own brands in China

发布日期: 2019年06月10日 Source: Mother and Baby Industry Watch Release Date: June 10, 2019 Baby care

The overall scale of China's diaper market is 50 billion, with more than 2,200 brands. Many of them have chosen OEM. From domestic brands in China, to domestic products with foreign brands, to some foreign brands, many of them have passed the hands of Chinese diaper OEMs. And diaper OEM has become a very common phenomenon in China's diaper industry.

The main reason why diaper OEM has become the choice of many brands is that it is simple, convenient and saves money. Because the production of diapers requires a lot of heavy assets, however, the raw materials, selling prices and profits of diapers are relatively low, and the various costs invested in the upstream part far exceed the profitability of small brands in the middle and lower reaches. For foundry companies, from the model, as long as there is an order to make a profit, it is important to keep the machine running, and the type of order received by the foundry will not be limited to the category of diapers, which is relatively simple.

Has established its own brand foundry:

At present, the diaper industry is in a fierce price war. The profits of domestic diaper foundries are declining, and the overall living space is constantly being compressed. On the other hand, this has also led to the wave of industry reshuffles, forcing factories and enterprises to think and change. Among them, many factories are focusing on their own brand strategy.

Guangdong Yusheng

As the first company in China that cannot independently produce a core body, the earliest domestic company to use 3D embossing technology, and the first company in the world to develop high-waist stretch waist diapers, Yusheng holds more than 20 patents. Among the foundry customers, Yusheng owns domestic well-known brand customers such as Lu Anshi, Kyle Dele and Xiaomeng Xiao. On the establishment of its own brand, Yusheng currently owns many private brands such as DRESS Ji Shi, Baby Goods, Shu Shi Bao, Kent Kang, Tim Kang, Tim Bao, Keroo, etc., with annual production of more than 2 billion A piece of paper diapers is in a leading position in China's high-end diaper market.

Hangzhou Haoyue

Hangzhou Haoyue was mainly foundry in the early days. Currently, it has established ODM business cooperation with Fortune 500, Kimberly-Clark, SCA and other Fortune Global 500 companies. Its own brands have also established Hope Baby, Mamamia, White Cross, Huiquan, etc. In addition, Sunny Baby baby diapers, Comfrey adult diapers and other products are also exported to Europe, the Middle East, South Asia, Africa and other markets.

Hangzhou Qianzhiya

Hangzhou Qianzhiya was founded in 1998. The well-known domestic micro-business diaper brand “SOLOVE Miffy” is its own brand. In addition, Qianzhiya also has celebrities such as celebrity baby, wonderful children, Qianzhiya, and Dove. It is a private label, and it also manufactures for many brands such as Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Ding Dang Qianzhiya's Miffy diapers have opened a successful road in the domestic diaper market by cooperating with the Dutch national treasure-level animation image MIFFY. According to the 2018 TOP20 Ranking of Diapers released by the Mother and Baby Research Institute last year, Miffy's comprehensive strength market ranked 9th.

Keai

Founded in 2014, it is a joint venture established between Reliable and Hong Kong Biostime, positioning itself as a global high-end baby diaper ODM production and processing. Diapers have been produced for Lu Anshi, Dodie, Philharmonic and Paragon. On its own brand, it already has a series of cool diaper diapers and adult products such as reliable and absorbent treasures.

Self-built brands must cross these barriers:

In the rolling red sea of diapers, the foundry is not an easy way to become a brand with an independent brand. Big factories naturally have more capital and strength to complete the transformation and upgrade of the brand, and the chances of success are also greater. However, no matter the big factory or the small factory, the foundry must cross these hurdles if it wants to build its own brand:

1.Lost OEM customers

Once a diaper foundry has its own brand, many OEM customers will avoid this in order to prevent market conflicts and other business considerations. OEM orders are the most important economic source for foundry companies. Losing OEM customers is undoubtedly a huge loss and risk for foundries.

2. Channel construction

In China's diaper industry, local brands are still in an era where channels are king. The foundry establishes its own diaper brand, which means that it must rebuild a different channel layout. Even in the early stage, it still needs to invest a lot of cost on the channel. Even if the self-built brand product sales are not bad, the profit is still relatively short in a short time.

Brand awareness

Although, today's consumers are more rational, when choosing products, quality and cost performance have become very important factors. However, brand awareness and word of mouth are still the primary factors in consumer spending decisions. The foundry's own brand name is unknown, and the diaper brands on the market are saturated, so consumer acceptance is naturally not high.

4. Brand marketing

In the era of new media under mobile internet, marketing has become an operating method that every brand must focus on. Regardless of whether they are foreign brands, domestic big brands, or Weishang brands, in order to stand out in the fierce market where thousands of brands compete on the same stage, they are doing everything in marketing, social fission, cross-border marketing, content marketing, etc It has become a common marketing method for today's brands. If the foundry's self-built brand wants to open a way in this market, it must make determination in marketing.

5.Independent production process

In addition to brand awareness and word of mouth, the product itself is actually the core competitiveness of a brand. There is still a serious product homogeneity phenomenon in the diaper industry. Foundry brands may wish to start with product differentiation. In addition to ensuring product quality, they also need to have independent production processes and intellectual property rights, launch new products, and broaden The market just needs categories, and it is also one of the means to break the private label.

Whether it is a foundry company or a new entrant, developing a new brand is not an easy task. At present, the diaper industry is undergoing a rapid reshuffle. The collective rise of domestic products and the discoloration of foreign brands are actually a good time for foundries to establish their own brands.

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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.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

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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