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Jan
Recently, iResearch released the "White Paper on Infant Diaper Consumption in China in 2022" (hereinafter referred to as "White Paper"), showing that by 2021, China's infant diaper market penetration rate has reached 82%. With the change of the new generation of parents' child-rearing concept and the upgrading of maternal and infant consumption demand, the frequency of infant di
What does that mean?
The country's diaper industry peaked between 2015 and 2018, a period during which diapers kept breaking through the ceiling on a technical level. Until 2019, with the development of the e-commerce industry, it had a great impact on offline physical stores, and wechat business and e-commerce grew in a wild way, leading to a drop in the price of diapers. The so-called flat period refers to that the average price of a piece of diapers is between 1.5 yuan and 3 yuan, with little change in price, and the research and development technology also enters the stage of fatigue.
As a result, the technical level of the domestic diaper market has reached the international advanced level, but consumer education has not reached saturation. When our reporter team visited markets in remote areas, store owners reported that in some villages, children were being taken by the elderly and "urine muons" were still being used. Therefore, from the perspective of consumer education, there is still a market that needs to be further explored.
Is it "The return of light"? Or "new opportunities"?
According to the white paper, in the past two years, the sales share of top 10 manufacturers in the domestic diaper market has reached nearly 57%, with a year-on-year growth of 4.9%, and the overall market has begun to show a trend of brand centralization.
Among the top 10 manufacturers, the sales volume of domestic diaper brands increased from 5% in 2020 to 8% in 2021, with a year-on-year growth of 63.6%. With the rise of the new generation of consumers, patriotic feelings are soaring, and Guocaofeng is highly sought after. With strong R&D capabilities and high-quality product production, domestic diaper brands begin to seize the market rapidly, and the market position of foreign diaper brands is challenged.
aper use will further increase. It is expected that the penetration rate of diapers will reach 85.2% in 2022, further penetrating into maternal and infant families.
Although the total number of diapers in the domestic market is almost full, it can still find a foothold in the new consumer demand.
"Cost performance, personality, social responsibility" should not be less
At the present stage, Chinese baby diaper consumers pay most attention to the price ratio when buying things, goods than several. Because there are so many channels for consumers to choose, such as retail stores, e-commerce platforms, Kols, KoCs, we-media, etc., after comprehensive comparison, consumers must ultimately choose the most favorable one that can guarantee the best quality.
Don't buy the most expensive, only the most suitable.