◆ Brand sickiness is relatively insufficient
Since diapers are products that are used at high frequencies in specific stages, and most stages are used at low frequencies, the buyback effect of consumers is not strong. Therefore, compared with sanitary napkins, the brand stickiness of diapers is not high, and the brand marketing and channel restructuring cooperation in domestic countries to seize the minds of consumers (such as IP cross-border, live evaluation, KOL, entering the community, etc.).
◆ There is room for iteration in the product
The reason why domestic diapers can replace foreign investment is that in addition to channel substitution, product improvement is also very important. The products of domestic brands are more subdivided and transformed substitutes (such as launching different products for babies of different genders and stages), and the original materials of domestic diapers are constantly upgraded, which have the characteristics of breathability, dry surface, prevention of side leakage, good absorption, thin and soft, and continue to meet the needs of domestic consumers.
Overall, the current demand in the disposable hygiene products industry is stabilizing, but the product supply side is still crowded. Especially after the second child policy, the production capacity of diapers has increased significantly, which has put pressure on supply and demand and is easy to affect. It will be interesting to see how the structure of the sanitary products industry will change in the future and whether the diaper industry will complete the shakeout as soon as possible.
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