صناعة المعرفة

Paper is an indispensable commodity in People's Daily life. According to the sales trend of various paper categories in recent years, wipes, household paper and absorbent sanitary products show a steady growth trend, and mainly show three characteristics.

First, paper products show a continuous trend of fine differentiation. In terms of sales volume, consumers prefer paper products containing skin-friendly ingredients, and the sales volume of related products has increased significantly; Sales of disinfection and nursing products also increased steadily. At the same time, consumers also have more new demands when choosing products. For example, they want paper products to be stronger. The sales volume of tissue paper, which is mainly "super tough", increased by 84% year-on-year. Scented tissue sales are also growing much faster than non-scented tissue sales.

Second, by upgrading around the crowd and scene, brand owners have launched more products that meet the potential needs of consumers. For example, the high-end and specialized segmentation of baby diapers continues to accelerate, driving the sales of baby diapers to grow by 561% year on year; Growing demand for elderly care has led to a 65% year-on-year increase in sales of adult lesbian pants.

Third, the segmentation and expansion of paper application scenarios will help promote product innovation and provide a strong footnote for high-quality consumption. As a representative of quality consumption, soft cotton napkins are soft, delicate, absorbent, and non-shavings. They are a new environmentally friendly alternative to tissues, cosmetic cotton, face towels and other products. The increasing demands of consumers for health and safety have further driven the growth of soft cotton napkins market. At the same time, wet toilet paper with excellent cleaning function and comfort characteristics has gradually become a revolutionary new product in the health sector, favored by consumers.

In addition, from the regional sales trend of various paper categories, more and more consumers choose to buy paper products online. Among them, the sales volume of fifth-tier and below markets accounted for a higher proportion, and third-tier cities grew faster. Enterprises should pay more attention to the application scenarios of various paper products, launch products according to the paper preferences of different groups, form differentiation advantages, and further promote the high-quality development of the industry.