This article systematically summarizes the market positioning, product adjustments and advertising methods of Chinese child diaper manufacturers in 2021 by way of a survey of China’s prime 11 producers of child diapers and pads. It presents how Chinese child diaper manufacturers aimed toward a younger client group dealt with differentiation in 2021 primarily based on frequent and particular issues outlined by these producers.The 11 producers of child diapers/diaper pads are: Fujian Hengan Group Co., Ltd., Guangdong Winsun Personal Care Products Co., Ltd., Hangzhou Qianzhiya Sanitary Products Co., Ltd., Guizhou Kabu International Biotechnology Co., Ltd., Hunan Suitsky Living Goods Co., Ltd., DaddyBaby Co., Ltd., Chiaus (Fujian) Industrial Development Co., Ltd., Dongguan Changxing Paper Co., Ltd., Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., Fujian New Yifa Group and Mega Soft (China) Co., Ltd.
The demographic construction of China is altering. Reduced youngster-bearing willingness in comparison with the publish-90s and the context of the Covid-19 pandemic has saved China’s beginning price low. The introduction of the nationwide three-youngster coverage in addition to related fertility promotion insurance policies could decelerate this pattern to some extent, however, no less than for now, the child diaper market is confronted with the discount of precise customers, the intensification of brand name competitors and market evolution.However, there are additionally alternatives. Quality requirements within the child diaper market will enhance, and market competitors will drive the institution of higher trade norms, offering the customers with increased-high quality child merchandise. The alternative and development factors of the maternal and toddler trade will unfold across the rise of millennial moms, extra city customers and multi-youngster mother and father. This group has sturdy client consciousness and pays consideration to product expertise, permitting model house owners to repeatedly introduce new merchandise to stimulate gross sales and undertake diversified advertising methods to draw new generations of customers.From 2018-2021, the marketshare of nationwide child diaper manufacturers has regularly elevated in China. Meanwhile, OEM merchandise and prime manufacturers have been updating to grab share of the home market. How to eliminate homogenization and differentiate manufacturers from competitors has develop into essential. Manufacturers of Chinese child diaper manufacturers deal with technological innovation and new product growth to enhance the intrinsic worth of merchandise.The overseas commerce of Chinese child diapers has become web export from web import, and the worth warfare has develop into fiercer. Raw materials pricing was risky in 2021, bringing challenges to producers, accelerating trade reshuffling and displaying apparent main results. Thus, R&D innovation, digitalization upgrades and value management will facilitate the efficient enchancment of manufacturing effectivity and deal with dramatic market adjustments accordingly.
With the rise of conventional Chinese types within the Chinese child diaper market, younger mother and father’ desire for Chinese items has develop into mainstream. Consumption has polarized the market—each excessive-finish merchandise and value-efficient merchandise are valued out there. When selecting child diaper merchandise, millennial mother and father are affected by diversified consumption developments, and product look can be essential.
In 2021, Anerle, a child diaper model marketed by Fujian Hengan Group Co., Ltd., launched its gentle and skinny sequence aimed toward younger moms’ desire for Chinese items together with the design of Chinese conventional model. The entire “core” is upgraded, permitting the product to be skinny, and the match of product is enhanced, bringing higher utilization expertise to infants.The New King Soft sequence of diapers/pull-ups launched by the Homebaby model by Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., adopts the entire-core construction, options extremely-thinness and breathability, and stays dry and breathable in any season.Meanwhile, the wing sequence child diapers/pull-ups launched by Donguang Changzing Paper Co.’s abison model function breathability and thinness, adopts built-in and skinny composite core, and improves breathability by 30%.
The mid-to-excessive finish model Q-MO of Hengan Group launched Fresh Air weak acid sequence child diapers in 2021, catering to the demand and consciousness of younger, center class and excessive mental moms. The product is product of fiber supplies with weak acid pH, which is right for the pores and skin of Chinese infants, maintains a weak acid surroundings match for the tender pores and skin of infants, and reduces the potential for diaper rash.In 2021, Guizhou Kabu International Biotechnology launched E care pants kind diapers that includes vitamin E on the highest layer and nourishing pant-kind diapers with jojoba oil aimed on the mid-to-excessive finish of the market. Jojoba oil extracted from jojoba by the chilly press squeezing course of is used for the highest layers of child diapers, and is pores and skin-pleasant and non-irritating.Hunan Suitsky Living Goods Co., Ltd., took the “reshaping” motion within the firm in 2021. “Reshaping” means product adjustment from the supply, in order that merchandise fulfill the demand of younger mother and father. The “defending delicate pores and skin, caring for infants” child diaper sequence was launched in September 2021, and every product of this sequence has distinct essence elements to guard the delicate pores and skin of infants.New merchandise launched by DaddyBaby Co., Ltd., in 2021 goal the mid-to-excessive finish client group. The product launched by way of e-commerce channels is the trendy fruit POPO child diaper. Natural essence extracted from fruit is used for the highest-layer nonwoven, wealthy in vitamin E, mild, moisturizing and non-irritating, and might defend delicate pores and skin.
In 2021, Hangzhou Qianzhiya Sanitary Products Co., Ltd., efficiently launched Miffy zero contact unstained sequence medical stage diapers for Chinese mid-to-excessive finish market and panda sequence diapers for third-tier and 4-tier markets. The panda sequence adopts the design factor of pandas, and is cool and cute providing top quality visible attraction and take care of infants.2021 is a superb yr for CASC. Chiaus (Fujian) Industrial Development Co., Ltd., took this chance to formally attain strategic cooperation with the China Aerospace Innovation Center, realizing the mixture of aerospace science and expertise tradition with maternal and toddler healthcare, collectively launched co-branded aerospace model “rosefinch” child diapers for mid-to-excessive finish, and mixing conventional Chinese parts representing nationwide spirit into the design idea of the product.Geographic pavilion China sequence child diapers launched by Chikool model below Mega Soft (China) Co., Ltd., makes use of the outer bundle with the factor of the Great Wall, echoing with the 2-layer heightened three-dimensional anti-leakage cuff design, highlighting the perform of locking urine “just like the wall,” and integrating Chinese parts ingeniously.
At current, the dwell streaming e-commerce on social media platforms has modified the state of affairs of conventional e-commerce of Chinese FMCG, and the child diaper producers of mainstream Chinese manufacturers have been energetic. In addition to conventional e-commerce channels, resembling Tmall, Taobao and Jingdong, the advertising channels have develop into extra diversified, together with social e-commerce, belief e-commerce, curiosity e-commerce, and so on.With important adjustments within the ranges and buildings of various channels, the advertising methods of varied platforms should be recombined to kind resultant drive. Traffic bonus channel has regularly develop into the “primary battlefield” of selling, whereas conventional channels are the “harvest discipline” of gross sales, offering a extra mature purchasing expertise. Moreover, the enter of varied bills might be adjusted accordingly primarily based on completely different levels of channels.More than 20% of Hengan Group’s advertising efforts had been brief movies streamed on dwell platforms resembling Tik Tok and Kuaishou in 2021.The gross sales proportion of Qianzhiya in conventional e-commerce platforms (Jingdong, Tmall and Pinduoduo) is about 15%, and the corporate has regularly established social media advertising of brief video platforms resembling Tik Tok, Kuaishou and Tencent video accounts, empowering the sellers to promote on social media platforms. The unique intention of social media clients is primarily amusement, so the corporate attracts the shoppers primarily by giant reductions by way of large gross sales or a variety of presents, which accounts for about 1% in complete gross sales. Social e-commerce, as a type of e-commerce that’s centered on folks and shaped by social relationships, kinds phrase-of-mouth results by person sharing and communication reasonably than the gross sales mannequin of product search and show, thus arousing client calls for.DaddyBaby has made general association actively, constructing the groups for anchors, brief video advertising and content material planning, and establishing fan administration matrix for omnibearing promotion by way of new advertising channels, resembling Tik Tok, Kuaishou and Xiaohongshu. Now its social media advertising accounts for 3% and is anticipated to achieve 15%-20% in 2022 since it’s rising quickly.Meanwhile, Chiaus constructed an general dwell streaming enterprise group, and there are two departments instantly serving the dwell streaming groups of Tik Tok, and so on. The gross sales quantity exceeded a million within the first month when the enterprise group went on-line and achieved 300% development the next month. Now it has develop into a key a part of Chiaus incubation enterprise. Traditional e-commerce platforms put specific emphasis on general impact conversion and repurchase aiming at goal client teams, whereas the advertising targets of social media channels are typically manufacturers and customers, reaching extra folks off-website by way of inventive content material and realizing model publicity and model popularity increment by way of social contact and digital advertising.The advertising of New Yifa Group on Tik Tok, Kuaishou and different brief video platforms accounts for about 20% and is especially centered on two factors: sizzling merchandise and IP.Guangdong Winsun Personal Care Products Co., Ltd., established the social media advertising channel of child diapers in 2021. By evaluating the patron teams of Jingdong, Tmall and Pinduoduo, the corporate discovered that customers on social media are extra value delicate and apt to impulsive consumption, and have increased necessities on the anchors of platforms.Guizhou Kabu primarily releases info move on conventional e-commerce platforms (Jingdong, Tmall and Pinduoduo), and begins to promote merchandise by way of dwell streaming on Tmall and Taobao, and its product gross sales are concentrated in flagship shops. The advertising on social media platforms is now focused on Tik Tok and targeted on creating model ambiance and accounts for about 5% in complete gross sales. The firm mentioned that dwell streaming on Tik Tok is getting higher, so its ratio will repeatedly enhance.Hunan Suitsky permits the customers to purchase child diapers at advantageous costs by way of group shopping for by sharing by way of Pinduoduo along with conventional e-commerce platforms together with Tmall and Jingdong. It established the advertising channel of Tik Tok, giving precedence to content material operation and brief video manufacturing in earlier levels, supplemented by gross sales output. At current, its gross sales proportion accounts for 32% on Tmall, 20% on Jingdong, 3% on Pinduoduo and 5% on social media.Dongguan Changxing Paper has established official accounts and shops on numerous platforms to additional develop the advertising planning of latest channels. According to the corporate, one function of social media advertising is the promotion technique could be very completely different from conventional e-commerce. On social media, dwell streaming purchasing influencers are welcomed, whereas conventional e-commerce platforms primarily depend on model house owners to draw their very own followers.
Quanzhou Tianjiao has been establishing the social e-commerce channel step-by-step, which accounts for about 10% in complete gross sales in 2021. It believes that the advertising promotion of social media platforms wants lengthy cultivation and interplay to kind non-public visitors and better buyer loyalty.
In 2021, the Covid-19 pandemic in China has entered a stage of regular prevention and management and the offline maternal and toddler market has regularly recovered. The maternal and toddler channel is a primary channel for child diaper gross sales, so primary producers nonetheless have to repeatedly make efforts on this discipline, and its growth traits are primarily as follows:Definite product positioning and customised growth
Mainstream enterprises of Chinese child diaper manufacturers repeatedly develop the maternal and toddler channel, and are characterised by particular product positioning and customised product growth. The gross sales proportions of Guangdong Winsun and Guizhou Kabu on the maternal and toddler channel are 50% and 85% respectively, and the 2 firms intention at center grade and mid-to-excessive grade merchandise, respectively. Hengan Group realizes the gross sales proportion of almost 30% on the maternal and toddler channel and develops personalized particular product sequence for the shoppers of the channel, in order to adapt to the acquisition traits of younger client teams in numerous areas. Its Q-MO model attracts the mid-to-excessive finish customers of the maternal and toddler channel. Qianzhiya primarily bought the merchandise with top quality and medium or excessive value on the channel in 2021. Quanzhou Tianjiao Co., Ltd., developed diversified product gross sales channels, and aimed toward mid-finish merchandise on the maternal and toddler channel, and the channel accounted for 13% and can repeatedly lower primarily affected by the accelerated building of social media advertising channels.Furthermore, Chiaus and New Yifa Group have launched medical stage child diapers within the maternal and toddler market. The cooperation is between Chiaus and maternal and toddler shops. Meanwhile, Vowbaby Yuaiyinli sequence child diapers are oriented at mid-to-excessive finish medical stage merchandise. The gross sales proportion of New Yifa Group on the maternal and toddler channel was 20%, and its merchandise are oriented at differentiated excessive-finish medical child diapers.Aiming at younger client teams, differentiated positioning, bettering expertise
At current, the gross sales proportion of Suitsky on the maternal and toddler channel is 35%, and Suitsky primarily sells mid-to-excessive finish merchandise by way of the channel of maternal and toddler shops. The firm upgraded its merchandise in September 2021, making them extra enticing to the wants of younger moms. It targets millennial moms, higher satisfying their calls for for product look and high quality. The future technique of Dongguan Changxing Paper on the channel is to hold out differentiated product positioning in accordance with the consumption traits of native clients and meet the calls for.The gross sales proportion of DaddyBaby on the channel of maternal and toddler shops is 30%. In 2021, its gross sales positioning of the channel was to comprehensively enhance provide, channel energy, model energy and repair means, consistently develop the offline market and make customers take pleasure in wonderful experiences.Through this focused survey, we will discover that Chinese mainstream model house owners of child diapers had extra differentiated traits and positioning in product R&D, and precisely built-in Chinese conventional tradition in 2021. By aiming at younger client teams, Chinese-made child diapers have regularly gained the favor and belief of Chinese customers. The producers blended advertising into brief movies and different social media, and improved the cultivation and interplay of customers, thus realizing higher growth.
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