(Summary description)Recently, Kimberly-Clark of the United States used real-life babies wearing diapers in a fashion show with post-modern concepts in Beijing; Unicharm of Japan held a live competition for baby models to replace diapers at the Shanghai World Expo. In order to promote diaper products in the Chinese market, manufacturers have their own tricks.



　　 And the China Consumer Association also coincided with the opportunity to conduct a random comparison test of 12 mainstream brands of baby diapers in the Beijing market.



　　 In China, baby diapers are becoming a large-scale and wide-ranging consumer product, which is favored and valued by manufacturers, business circles, and customers.



　　 As the domestic economy continues to grow rapidly, people’s material living standards are further improved, and diapers are generally recognized for their convenience and care, the baby diaper market, especially the high-end product market, continues to show a trend of rapid growth. The increase in economic income and the cultivation of the market for diapers (including diapers) have promoted a change in the consumption concept of the new generation of young parents. In addition, it has been in another baby boom in the past two years, which has promoted a significant increase in domestic consumer demand for diapers (including diapers), and the market has entered a period of rapid growth.



According to statistics, there were 345 diapers (pads or sheets) production enterprises in 2008, and the output of diapers (pads or sheets) reached 10.49 billion pieces, of which 7.28 billion pieces of baby diapers and 3.21 billion pieces of baby diapers; total sales volume (Including exports) is 10.28 billion pieces, of which 7.24 billion baby diapers and 3.04 billion baby diapers; the total consumption is about 9.57 billion pieces, of which about 6.59 billion baby diapers and 2.98 billion baby diapers. The total factory sales of baby diapers are about 7.70 billion yuan, the market size reaches 11.78 billion yuan, and the market penetration rate is 21.1%.



　　 The domestic diaper market is composed of multiple manufacturers, but there are not many national brands, and the brand concentration is also high. Statistics show that the sales of the top 10 diaper manufacturers account for about 73.5% of the total sales, and the sales account for about 87.0% of the total sales.



　　 From the perspective of consumption characteristics, the baby diaper market has higher requirements for the disposable income of residents, and its buyers are mainly concentrated in large cities with higher household incomes and small and medium-sized cities in open coastal areas. Families in these places are relatively wealthy, have a certain degree of economic strength, and are easy to accept new consumer concepts, and are the main groups buying baby diapers. In small and medium-sized cities and towns, and even in relatively affluent rural areas, the market for affordable diapers is gradually expanding.



　　 This year, Kimberly-Clark’s global conference in the United States chose to be held in China for the first time, although the Chinese market accounted for a relatively small proportion of Kimberly-Clark’s global market. Shao Qingfeng, President of Kimberly-Clark (China) Co., Ltd. explained: "More and more Chinese consumers have global quality consumer demand. Especially in the last two years, China’s second- and third-tier cities, and even fourth- and fifth-tier cities The consumption level of Kimberly-Clark China has increased rapidly, and even we are surprised.” Of course, this is confirmed by hard indicators: Kimberly-Clark China’s sales growth and gross profit growth are the fastest in the world. As China’s “post-80s” have begun to organize families and have children, the third “baby boom” in the next few years will make Kimberly-Clark’s “China strategy” increasingly firm.



　　 In fact, the company that is attracted by China's "baby boom" is by no means Kimberly-Clark. At present, in the Chinese market, in addition to Kimberly-Clark’s curiosity, other national brands include P&G’s Pampers, Unicharm’s Mummy Baby, Hengan’s Anerle, All Day America’s Bossle, Reid’s Phoebe... …



　　 There are even more than that, there are manufacturers of related products and raw materials. Diapers seem very simple, but in fact there are even more than a dozen patents in a product. Technology is the main aspect of corporate competition, and the threshold for competition is also high. French Bostik provides various adhesives for diaper manufacturers. At an exhibition in China last year, Bostik launched a new product, that is, based on the original colorable urine adhesive, it has developed a gradual coloring New product of urine show glue. Using this product, the cartoon pattern printed on the diaper can be developed from yellow to green and then to blue according to the amount of urine absorbed. Green means it can be used continuously, and blue means it needs to be replaced.

• Categories:Industry News
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• Time of issue:2019-05-20 16:12