The sales of domestic diapers have increased. Where are the market opportunities for maternity and baby stores?

The 'post-85' group has become the main consumer of diapers. They are self-type buyers, they are not willing to accept the opinions of others, and it is difficult to be influenced by others. That is this part of the population. For diapers, which products do they prefer, and where are their main consumption places? Which channels are the main highlands occupied by the brand? 1. Maternal and child channels: become an important sales channel and the first choice for new brands. . It is also the source of unstable factors in the market order and needs to be safeguarded. Now the proportion has risen to 60%. The maternal and infant channels have obvious advantages and are favored by consumers. With the advantages of one-stop service, specialization and comprehensiveness, the vowel channel has gained the favor of more and more young parents. At present, the sales of domestic baby diapers in the maternal and infant channel have grown steadily and have become the largest channel. 2. Modern supermarkets: It used to be the main sales channel and the base for branded products; however, the cost is gradually rising, which requires the support of enterprise strength and professional operation. Now the proportion has fallen to 20%. Modern supermarket channels are the main method of domestic baby diapers sales, mainly direct sales and distribution. Direct selling accounts for a relatively small proportion of modern channels, mainly in first- and second-tier cities. 3. E-commerce online shopping: rapid growth, mainly forming online and offline complementarity. Now it accounts for more than 10%. With the increasing popularity of the Internet and online shopping, e-commerce channels have had an important impact on the sales of domestic baby diapers. More and more brands are beginning to focus on online and offline sales. In order to avoid running on offline products, online and offline products are differentiated by packaging. At present, the sales share of e-commerce channels has increased year by year by more than 10%. 4. Traditional wholesale: Channels are marginalized and have begun to decline, supplemented by sales promotion and natural sales. It is now less than 10%. Traditional domestic baby diapers channels have begun to decline. Diaper manufacturers generally set up regional offices for unified batching, distribute them through levels of primary and secondary dealers, and finally sell them to consumers through terminal outlets such as small supermarkets and grocery stores. By. 5. Medicine special: the role of customer relationship relationship. The proportion is not high. The domestic diaper market uses more and more diapers. The use of baby diapers in China has characteristics different from those in developed countries. For example, many families mix diapers with traditional cotton diapers or use them only at night or when going out. This directly leads to the problem of baby diapers in my country. The per capita usage is relatively low, only about 3.2 tablets/day, while the average usage in Japan is 4.9 tablets/day, and the average usage in European and American developed countries is 5.6 tablets/day. This consumption characteristic is related to the frugal tradition of Chinese people and the ethical culture of many elderly people willing to help take care of the third generation and use washable diapers. In recent years, this consumption habit has changed, from the original 3 tablets/day to 3.2 tablets/day, and the average consumption of households in some first- and second-tier cities has also reached more than 6 tablets/day, especially in the newborn stage ( 0~3 months). With the expansion of the sales network of diaper manufacturers, high-quality and low-cost mid- and low-end diapers will surely have a significant substitution effect on the existing cotton diapers; secondly, as the proportion of parents born in the 1980s increases, their business is still in its infancy At this stage, work pressure is high and time is tight, and the cleaning of traditional cotton diapers is relatively troublesome. Disposable diapers have become the best alternative. Penetration rate is still very low. In domestic large and medium-sized cities, more than 80% of infants and children aged 0-3 use baby diapers. In small and medium-sized cities and relatively affluent towns, more than 60% of infants aged 0-3 use baby diapers. In poor cities and villages, the penetration rate of baby diapers has not yet reached 10%. The penetration rate of baby diapers in my country is far lower than 90% in Japan and the US. In recent years, with the increase of per capita purchasing power in our country and the change of parenting concepts, the baby diaper market has maintained a momentum of rapid growth. The growth rate is much higher than the world average of 4% and has remained at around 9% for a long time. Previous: Choose daily use, save money and rest assured |