Sanitary napkins: After the replacement of products, the current pattern is relatively stable
◆ In the 1980s, the early big brand was Hengan Anle, which played the role of early education in the market;
◆ In the 1990s, foreign brands entered China, bringing equipment upgrades and promoting market education, so the penetration rate of sanitary napkins exceeded half, and foreign brands and Hengan were in a leading position.
At the beginning of the 21st century, the domestic market changed. Consumers have begun to demand brands. However, the development of international brand channels is slow, and the product matrix is also limited. Therefore, there are domestic brands with high cost performance. (For example, Jieting of Sibao Group, ABC of Jingxing, Baiya's Freedom Point, etc.) After that, due to the decline of consumers' age and the change of habits, excellent domestic brands carried out differentiated positioning and brand upgrading (for example, Hengan launched seven degrees of space for students, ABC products focused on cooling, etc.), and began to segment the market. At the same time, differentiated positioning and brand upgrading, the internal capital model accounted for half of the country.
In general, the overall pattern of sanitary napkins is relatively stable, but domestic and foreign capital also have their own brands, and more increases can be achieved through the transformation of products or channels (for example, the free point of domestic capital and the high purity of foreign capital). Sanitary napkins have experienced alternatives to domestic products, and domestic brands have developed rapidly due to their cost-effective and differentiated foothold.
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