Differential development of domestic diaper products in my country

Since the beginning of sales of diapers in China, the diaper market has gone through more than 20 springs and autumns, during which many ups and downs of shopping malls have been performed. Through the enlightenment market of small and medium-sized brands, the development of international brands, and a new round of growth of domestic brands, reviewing the growth history of local brands in the market, avoiding direct competition with international manufacturers, and taking the road of differentiation has always been domestic The main theme of business growth. The differentiation is mainly divided into three aspects: product differentiation, channel differentiation, and marketing differentiation. Here, we review the road to product differentiation together. When diapers entered China more than 20 years ago, the global diaper manufacturing technology was gradually mature. The diaper products sold at that time were not much different from the current product main structure. The main technological improvement was the further improvement of the absorber. Lifting improvement and additional structure (such as waist circumference, left and right stickers, etc.) function improvement. The domestic companies that entered at that time did not have much technological advantage, or they did not have the money to buy the best equipment, or they bought good equipment, but the product design was insufficient and they could not produce good products. The first batch of companies that sprang up during that period relied on the differentiated competition of 'straight diapers'. According to the needs of consumers in the southern region, they launched diaper products without left and right stickers, avoiding being used by Procter u0026 Gamble, Nippon America, and Switzerland. With the positive competition from Germany and Kimberly-Clark, and the rapid growth of enterprises, it cannot be said that differentiated choices are the foundation of success. Although the companies that picked the first batch of victory fruits at that time gradually declined due to management problems and capital chain problems, they partially withdrew from the market, but this differentiated competition method was passed on by more domestic companies and achieved success in this field. Results, and drove the sales growth of traditional diapers that have no advantages. Although many leading diaper companies realized the huge scale of the diaper market in the later period, they also joined the competition in the diaper field. However, due to the lack of market research, the real needs of consumers in the diaper market have not been clarified and have never been formed. Advantages of competing with local companies. After a period of development, the diaper market has entered the red sea of u200bu200bhomogenized competition among domestic companies. The same products and the same technology have transformed into a homogenous shopping among domestic companies. At this time, the second differentiated change appeared, that is, the composite core structure with ultra-thin, non-lump, and continuous slices as the selling point. Although the product concept is misleading consumers, it was caught out of the purchase The difference in product experience that consumers can feel has quickly become the mainstream of the diaper market. Of course, with the differentiated conversion of products this time, as well as the speed of response and the degree of attention of various manufacturers, it has led to a new round of reshuffle of local manufacturers. In this round of market brand transformation, in addition to the original Fujian and Fujian two industrial clusters of local enterprises, the third pole of Hunan’s enterprise group, such as Kangcheng (formerly Beikang), Hengchang, Companies such as Shuangran and Yiduo have sprung up in this round of product conversion and have achieved their position in today's market. However, this wave has not stopped there. Local companies have used this composite core product revolution to further advance the fruits of victory in the field of traditional diapers. Due to the continuous improvement and progress of core absorbers, composite core technology has been It has been successfully applied in diapers products. It can be said that this is another differentiated competition. The differentiated competition between composite core products of local enterprises and traditional fluff pulp polymer products has quietly started two or three years ago. Many companies have achieved good results, such as: the cool light core of celebrity babies, Jishi 6D silk soft series diapers, etc., have made great breakthroughs in product concepts and product technologies, and have become a hot spot in the market. Sought after. Although these cannot immediately subvert the leading market structure of foreign-funded enterprises, they have also played an even more powerful role in the growth of local enterprises, helping local enterprises to promote brand growth with their unique product advantages. Although these products and technologies are currently mainly used and promoted in mainland China, and have not been adopted and promoted by global companies, it can be seen that the technology is progressing and maturing year by year. Moreover, it is reported that the current absorption technology of the absorber is expected to make greater breakthroughs in China. It is foreseeable that the future composite core products will become more and more mature, and the prospects are worth looking forward to. Each of the above changes is unique to the Chinese market, and can also be said to be a contribution made by Chinese companies in promoting technological innovation in the global diaper market. Of course, this process has also contributed to the rapid development of local enterprises in the past 10 years. Next post: Foreign-branded diapers are produced in a factory in China, consumers do not buy it