There is a saying in the mother and baby industry that "everyone is making diapers." This sentence is not an exaggeration. As disposable sanitary products, diapers are fast-selling, low cost, and demand is a reality. Today, domestic foundries continue to upgrade in terms of technology and equipment, which also provides the possibility for brands to enter the diaper industry across boundaries. Over 2,000 brands, big and small. Among them are many medical, washing and other companies we are familiar with.
What drives the brand's cross-border diaper industry?
The market has great potential and strong demand. Although the number of newborns has decreased year by year, the Chinese diaper market has continued to grow. According to statistics, in 2018 China's baby diaper market size was 53.22 billion yuan, the market size increased by 9.04% year-on-year. The overall annual consumption of diapers reached 38.236 billion pieces. The diaper penetration rate in urban areas is 92%, but less than 10% in rural areas. With the improvement of living standards and the change of health concepts, the diaper market will continue to penetrate the lower-tier cities and China's vast towns and rural areas. The huge demand seduces merchants, and everyone wants a share.
Brand loyalty is not high. As a fast-moving, high-frequency consumer product, the brand loyalty of diapers is the lowest compared to other maternal and child products. The 2019 "Insight of the Latest Changes in the" Human Yard "of the Diaper Industry" report released by Yuer.com shows that nearly 80% of mothers will change diaper brands because diapers are not suitable for babies. Nearly 30% of mothers want to try more brands; 80% Consumers have bought or tried at least three brands, with more than 6 brands accounting for 12.6%.
Low-price competition is fierce, and consumers have no obvious high-end preference. The "Report" shows that regardless of the number of cities and age groups, mothers generally prefer a single piece of diapers of 1-2 pieces, and the proportion is close. They do not show obvious high-end price preferences. Even in the survey of the mother and baby industry, Some parents said: This is something that is diarrhea, safety is the most important, and it is not expensive to sell. Consumers value cost-effectiveness, and have spawned many brands to a certain extent.
What are the companies doing cross-border diapers?
The most cross-borders are medical companies. Among the various selling points of diapers, the safety of the product is the selling point most valued by users, and medical companies have precisely spotlighted consumer demand for safety. When medical companies make diapers across borders, consumers will think that they are safer in the first place. Medical technology also has some professional technical solutions to the baby's red ass, eczema and other health problems. At the same time, medical companies have the natural advantage of medical care channels.
Product: Ultra-thin instant suction baby diaper
Features: The long-established Tongrentang in the traditional Chinese medicine industry has more than 300 years of pharmaceutical history. Its product positioning is high-end and its main focus is ultra-thin.
Wai Yuen Tong
Product: Wai Yuen Tong Baby Diapers
Features: Adopt special Chinese herbal medicine (honeysuckle, ganoderma fiber, purslane, chamomile, etc.) soaking technology, the main Chinese herbal medicine soaking surface layer, prevent red buttocks. In addition, the 3D hourglass-shaped suspension core design increases the super absorption surface by 40%.
Product: Green grass element plant extract skin diaper
Features: By analyzing the composition and compatibility of Chinese herbal medicines, comprehensively considering the difference between skin contact and non-contact, and the temperature and humidity environment in diapers, combined with modern high-tech extraction ingredients, clearing heat and poisoning, dewetting evil, and inhibiting bacterial growth.
Product: Baby diapers
Features: Japan's Ruiguang production line, Germany's Henkel hot melt adhesive, Japan's Sumitomo, catalytic polymer materials, three-dimensional honeycomb air circulation system, positioning high-end markets.
Product: Jingerya diapers
Features: Medical-grade nursing baby diapers, relying on the research and development and production capabilities of Qianjin Pharmaceutical, based on softness and transparency, and the prevention of red hips.
Product: True Love Hug Series, Treasure Guardian Series, Weak Muscle Series and other baby diapers
Features: Babao ancient recipe is used to prevent red hips.
Products: Plant essence series, soft and refreshing series, Lingnan baby series, Nuodebao series and other baby diapers
Features: In 2012, it was proposed to be used as a standard for medicine in the country to make diapers, creating a "medical care 6 standard: soft, thin, transparent, absorbent, soft, cool".
Product: Baoma Legendary Diaper
Features: Ultra-thin gold cotton diapers, patented technology for trimming tooling with exclusive composite permeable fabric.
Puze Zhongkang Medicine
Product: Wearable smart urine test diaper
Features: "Urine test" intelligent detection of urine, through the mobile App scan, can obtain infants and young children's kidney function, liver and gallbladder function, urine glucose, infection risk, trace element levels and other data. In addition, there is an intelligent toilet recognition device for infants and young children, "Lailai Buckle".
In addition to these well-known brand cross-border diaper industries, Weishang diapers are constantly emerging, and new players are integrated into this booming market every day. Brands are numerous and the pattern is complex. For consumers, on the one hand, they have more choices, on the other hand, they must also face the problems of safety and health of some inferior products. In actual purchase, foreign brands still occupy the top 4 in sales, but a number of outstanding domestic brands also continue to rank high. At present, cross-border brands have not achieved some bright results. The industry enters the accelerated reshuffle period, which is both an opportunity and a challenge. Whether cross-border brands will have a place in the Chinese diaper market in the future, let us wait and see!