Are Diapers Growing Or Falling? Let'S Take A Look At The Industry Situation In Recent Years.

The market of diapers is already a red sea. New players are constantly pouring in, and the pattern of the industry is changing slowly.

Foreign capital big diapers are beginning to slide or show signs of decline.

Looking back in 2018, the mother and baby diaper industry is obviously not comfortable. Online sales seem to have lost the magic of the past. The complicated imports of traditional electricity providers, social business providers, and micro dealers dispersed traffic and led to a decline in sales.

Offline retailing is also worrying. The super chain stores and small maternal and child stores have been closing down. The merger and acquisition of large system stores did not bring the expected sales increase, and diaper enterprises suddenly lost their sales volume in 2018.

A pair of diaper manufacturers, including several foreign brands, experienced a decline in sales in varying degrees in 2017.

According to industry sources, less than 10% diapers last year maintained sales growth.

On the other hand, the turnover of domestic diapers is constantly starting, the upgrading of practitioners' quality and the upgrading of consumption are forcing the industry to upgrade. The brand and image of domestic diapers are generally promoted, and the share of domestic diapers is on the increase.

Diapers have become a necessity for infants and young children as the consumption level of the Chinese people has increased and the brand culture has been cultivated for more than 20 years.

Data show that the annual consumption of infant diapers in China is over 40 billion, and there are more than 2000 brands, with a market scale of over 50 billion yuan, and it continues to penetrate into cities, townships and rural markets.

According to the survey paper of the paper Committee of the China Paper Association, in 2017, the average daily consumption of an infant was 6, which was double that of five years ago.

According to statistics, the total sales of China's diaper market exceeded 50 billion yuan in 2018, and there are more than 2200 diapers brands in the market. It can be said that the industry is overheating and there are too many players.

However, the maternal and child industry observation shows that the sales volume of Wang and curiosity in China last year was around 5 billion yuan, and that of Pampers was more than 40 billion, while that of Wang diapers was less than 2 billion.

From the above rough statistics, we can find that only four brands of flower diapers, namely, Hua Wang, curiosity, Pampers and Wang, occupy more than 40% of China's market.

On the cherry awards in 2018, Yang Deyong, founder of maternal and child industry observation, once said that "cross-border" will become one of the nine major trends in the maternal and infant industry in 2019.

Almost all enterprises are doing and planning to cross the border, and diaper brands are numerous, market competition is fierce, and commodity homogenization is serious. In order to break through the bottleneck of development, cross-border cooperation and cross-border marketing have become a new idea for breaking the brand of diaper brands.