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The complex and changeable diaper market, high-end, cost-effective, online migration..

updatetime:2021-04-13 10:11:11

According to the "China Shopper Report 2020" released by Bain & Company, in the long run, the "double-speed growth" will continue, and the two major trends of high-end and the pursuit of cost-effectiveness will coexist at the same time. This trend is even more pronounced in the competitive diaper market.

 This is also reflected in the survey report of Zhongtong Observation. Taking the fast-growing Luanshi, Goo.N, Huggies, and Q-MO as examples, outperforming high-end and precision marketing are the core factors for them to win the competition. In 2020, Curious will successively launch the curiosity diamond dress forest series, super high-end royal platinum dress, high-end platinum dress small peach pants and other products. At the same time, Curiosity has more flexible ways of playing in channels and marketing, with a large number of accurate placements on Douyin to achieve the integration of product and effect.

 Last year, Goo.N also launched the Guangyu gilt series, continuously consolidating the high-end product line. In addition, Beaba diapers differentiated their breakthrough with a unique "IP + face value" play style, quickly occupying the minds of young home users. Babycare, which has a full-category layout, has a rapid growth in the category of diapers, and has entered the top three diapers on the Double Eleven list.

 At the same time, some small brands rely on their tenacious vitality to "seize in a corner" in China's vast market. Numerous domestic diaper brands survive in different levels of the market, or are active in mother and baby stores in sinking markets such as towns and villages. The market is highly recognizable; either it is prosperous online, such as micro-business, community, and it is constantly on the Internet with a cost-effective advantage.


The low threshold of the diaper industry has attracted a large number of "gold diggers", especially in 2020 when the epidemic is spreading. The rapid death and rebirth of the brand are almost simultaneous. And careful study of the survival logic of these small and miscellaneous brands is closely related to the division of consumer trends after the epidemic.

 Since the outbreak of the epidemic, the impact of consumption downgrading has extended to the maternal and infant field. Prices from milk powder, diapers to toiletries have become the norm, and the rise of national fans with more obvious cost-effective advantages, and the consumption market of diapers for a few yuan... are all consumption. This is a clear evidence of the downgrading of consumer consumption, and this is where the small brands can survive.

 At the same time, the market does not lack persistence in high-end and high-quality consumption. In the downgrading trend under the weight of the epidemic, there are many high-end consumers with strong consumption strength and consistent consumer taste. Their adherence to high-quality infants has not changed. 

Brand ranking competition is fierce,The old and new "heads" behave differently

According to incomplete statistics, there are currently more than 2500 brands in China's diaper market. Despite this, the brand concentration in the entire industry is still relatively high. Top brands occupy a larger market share, and small and medium brands survive in the cracks.

 From first-tier cities to fourth- and fifth-tier markets, from online e-commerce platforms to offline maternal and child stores, supermarkets, etc., the market rate of just-needed diaper shops is very high, and top brands such as Pampers, Kao, Curious and other imported brands Almost everywhere, the profound brand strength, flexible marketing strategy and solid logistics supply chain make the designated purchase rate of consumers extremely high.


Specifically, Pampers’ online market share accounted for 14.8%, and it is still the king of diapers. However, the growth rate is not obvious during the growth, and the second curious curious eye and fierce offensive. In addition, a large number of local brands, The rise of new and cutting-edge brands has also caused Pampers to face a great impact.


In 2020, the curiosity line will grow by 16.9%, which is the best growth trend among the top five foreign investors. Keep innovating in products and channels, and in 2020, there will be many tricks in marketing.

 Kao and Unicharm continued to decline. Earlier, according to the Nikkei report, Unicharm’s investment strategy for fiscal year 2020 has undergone major changes, reducing investment in infant care businesses such as diapers, which account for about 40% of operating income. 40% of the overall investment will be invested in the female care business, 30% will be invested in the health care business, and 30% will be invested in the pet care business such as pet food.


Babycare and Babudou have achieved faster development during the epidemic by virtue of their deep cultivation in the online market. In 2020, the babycare brand GMV exceeded 5 billion yuan, with a compound annual growth rate of more than 100%. On February 3, 2021, Babycare completed a 700 million yuan B round of financing, with more than 10 million registered members, and it is located in Shanghai, Hangzhou and other places. Open offline stores.


Nielsen retail market research data shows that the online migration trend of diaper consumption is very obvious, and e-commerce accounts for 54% of the share and the growth rate is considerable. For consumers, diapers are high-frequency fast-moving consumer goods. E-commerce's convenient and quick purchase methods and frequent promotional activities are in line with the consumption habits of young parents.


According to the latest data from ECdataway, the online scale of baby diapers (including diapers, pull-up pants, diapers, etc.) will be 24.01 billion in 2020 on the three major platforms of Tmall, Taobao, and JD, showing a slight increase over the same period in 2019.


According to Nielsen's data, specific to the performance of each platform, compared with 2019, an obvious change is that in 2019, the overall proportion of top foreign brands in is higher. However, in terms of channel distribution in 2020, the proportion of major brands on Tmall has been significantly ahead. Taking the TOP10 brands as an example, Pampers, Curious, Kao, Babycare, Yiying, and Anerle are all larger than and Taobao on Tmall.


New trends such as live streaming, social e-commerce, diversification of consumer information, fragmentation of channels, etc., all of which provide more opportunities for the development of new brands. At the same time, the epidemic has accelerated the pace of enterprises' online migration and the implementation of digital transformation. More brands have seen the importance of online layout, and many practitioners have also unanimously stated, "Online channels are a must for all diaper brands. "


Of course, online occupancy and considerable growth are only one aspect. In the diaper market composed of thousands of brands, offline is also a very important part. Diapers are different online and offline. Brands that are well-known online may not be popular in offline maternity stores. Many unknown local brands and new brands may be the best sellers in a certain region.

 The trend of subdivision of maternal and infant categories is becoming more and more obvious, as is the diaper industry. According to the latest data from ECdataway, the entire category of baby diapers includes diapers, pull-ups, diapers, cloth diapers and other categories. Among them, diapers are still the big head, accounting for more than 70%; the growth rate of pull-ups Fastest.

 Relevant data shows that from 2013 to 2018, the market share of pull-up pants increased from 8.7% to 27.2%, and the growth rate was much higher than the average level of the diaper industry.

However, in terms of popularity, the ratio of the market size of pull-up pants and diapers in China is 3:7, and that of the United States is 7:3. Compared with countries such as Europe, America and Japan, the current popularity and market share of pull-up pants in my country is The penetration rate is low, and the future market space is very large.