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Baby diaper market low cost is not the main theme
Published: 2015-10-19 Hits: 788
Business News September 29 news
With the improvement of urbanization level and the change of people's consumption concept, the domestic market has rapidly increased the consumption of sanitary textiles. Among them, as the necessities of life baby diapers, adult incontinence products and the development of women's health supplies continue to heat up, the industry known as the "visible gold." Since June this year, from the domestic situation, the international situation, policy intervention, to solve the problem, the trend of five forecasts, the above three kinds of products for market research, and invited industry experts for business development advice.
Research results show that baby diapers and adult incontinence products have a huge market to enhance the space, the difference is that the domestic baby diaper technical indicators with the international advanced products is not big difference, but due to the strong invasion of foreign-funded enterprises, so that domestic enterprises under pressure , How to deal with the impact of imported products, baby diaper manufacturers are facing the biggest problem; and domestic and foreign adult incontinence products are in the import period, so the external pressure is small, their own play space, is to establish self-brand, to seize the market good Time, but their own limitations and technical constraints of the shackles, making the industry development is not smooth. Women's hygiene products for a long time to enter the market, is basically in a saturated state, although the level of production technology is not very obvious difference, but companies want to stand out in many enterprises, clear personalized consumption trend is an important guarantee for its development.
Comprehensive analysis of the three major markets found that low-cost competition is no longer the main theme of the market, rapid layout, accurate implementation of business expansion is the fundamental growth of today's enterprises.
Baby Diaper: International competition is increasingly fierce to reduce the risk of supply chain calmly
Domestic status quo
At present, the annual consumption of domestic baby diaper has more than 24.8 billion, the average cost of each baby's diaper is about 300 yuan, the overall consumption of the domestic market in more than 70 billion yuan. Domestic diaper market is highly concentrated, 10 brands account for 85% of sales, of which the United States Kimberly-Clark Group accounted for 10% of the share, Procter & Gamble Group share of nearly 29% share, the only one domestic brand - Heng On Group's market share For 9%.
International situation
This year, a number of internationally renowned nonwovens companies and diapers manufacturers to increase production: Japan Mitsui Chemical Company invested 6 billion yen in Miexian four days to build a new polypropylene spunbond nonwovens production line, put into operation, the company in the four days of the city's Polypropylene spunbond nonwovens annual production capacity will reach 64,000 tons; the United States Procter & Gamble invested 100 million yuan in southern India Andhra Pradesh sea de la district to establish a new workshop, and in June this year began production of diapers; The group recently launched a 20,000-tonne spinning line in Venden, Indonesia, to meet the growing demand for Indonesian baby diaper manufacturers. Israel's Avgol company is located in Uzilowa, the Tula area south of Moscow The factory installed a second annual production capacity of 18,000 tons of new production lines, in the first half of this year put into commercial production.
Policy intervention
June 1, the state, including diaper products, including 14 kinds of daily consumer goods import tariff rates, which, diapers tariffs fell the most, from the original 7.5% to 2%. Today, diaper tariff reduction has been more than three months, the terminal market reaction is flat, did not appear the expected price of imported products. Although the supermarket or electricity business channels are still from time to time "concessions", but only the normal seasonal promotions, and tariff reduction is not related. Industry manufacturers on the policy of the big turn mostly on the sidelines, most business concerns focused on tariff reductions, the import brand will be on the domestic brand caused by the positive impact.
To solve the problem
At present, the domestic baby diaper market has improved the low-cost competition, the majority of enterprises to face the problem of how to deal with the impact of imported products, imported diaper sales continue to rise, although most of the imported products concentrated in a second-tier cities, and the main high-end Market, the impact of low-level areas smaller, but the domestic production of diaper manufacturers still feel the existence of pressure.
Expert doubts
Baby diaper manufacturers should not only update the marketing plan in time, but also learn to implement the business expansion strategy to reduce supply chain risk, focusing on strengthening the diaper manufacturers and major suppliers to conduct in-depth analysis and control to reduce the shortage of material supply chain Risk, which is also an important way for diaper manufacturers to reduce reliance on the sole source of suppliers. At the same time, leading diaper manufacturers should also try to provide their main suppliers to change the raw material formula to achieve lower costs, while meeting the higher requirements, this demand is particularly evident in hot melt adhesives and elastic films.
Trend forecast
In Europe and the United States and other mature markets, consumers demand for large size diaper has improved, Procter & Gamble company took the lead in this strategic layout, the new Pampers diapers can be used to reach the maximum size of 7, can be used for more than 19 kilograms of baby. Asia, pull pants from 2014 onwards quickly became the main force of the baby diaper market. On the Chinese market, with the consumer sensitivity to the price rise, the market demand for high-end luxury products to reduce the baby diaper market will continue to maintain rapid growth (growth rate of about 20% to 30%), diapers in three, Four markets will be more popular, and diapers sales package from small to medium (30 per package ~ 80) development. In addition, the United States MPE company estimates that by 2017, China's diaper market will expand to 120 billion yuan, settled in the Chinese market will reach 200 foreign brands.
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