30 years change of China sanitary napkin industry.
Tiger sniffing (note: this is an essay about sanitary napkin long - this article deconstructs the sanitary industry in China, try to make the investors, entrepreneurs see sanitary napkin the status quo, problems and the future of the industry.This article is reprinted from the WeChat public "new consumption internal reference" (ID: cychuangye).
The consumer industry has a saying that is almost universally accepted as the rule: women, the world.In a time of rapid change in consumer goods, if women can't buy new clothes and cosmetics for a month, they will not forget to add the most important inventory every month -- sanitary napkins.
No trace silk thin, comfortable cotton soft, dry net surface...The design and function of sanitary napkins are still being subdivided and evolved to serve the 400 million women in China.How can they attract their attention in the field of female nursing?
Xiao qi will deconstruct China's sanitary napkin industry today, trying to make investors and entrepreneurs see the current situation, problems and future of the sanitary napkin industry.
Women's menstrual cycles and sanitary pads have long been considered a private topic.Although sanitary towels are almost all necessities for women between the ages of 14 and 50, female friends are shy about sharing, and male friends see it as a mysterious area.
Such a big demand for rigid, strong cyclical consumer goods, if you ignore, is missing a consumer to invest in new opportunities, especially in recent years as a new wave of consumption upgrade the rise of the great opportunity of the middle slowly appeared a lot of business and investment opportunities.
Let's look at this interesting industry from a commercial perspective.And then we'll talk about:
1. How big is China's sanitary towel market?What is the current situation and pattern?
What are the big nuggets in the $40 billion market?What is the main business model and competitive pattern in this industry?Which brands deserve more attention?
3. Where are the future trends and investment opportunities for female nursing?
I. market size and status of Chinese sanitary towel.
1.1 industry size and potential.
The modern sanitary napkin we are familiar with introduced to China in the 1980s and popularized in the 1990s.From hard into the Chinese market, to now 96.5% coverage, equal with the United States and other developed countries, the industry started later than Japan 20 years, is how to speed up to run, the business scale made it four times that of Japan?
Let's take a look at the origins and brief history of sanitary napkins.
The history of sanitary napkins originated from medical bandages, which were first used to stop the bleeding of the wounded, and the retailers such as Johnson & Johnson and kimberly-baili were able to smell the business opportunities.
After the first world war, the medical material was made into a clean, soft sanitary napkin for sale in the shops.In the early 1970s, the adhesive type sanitary napkin meant that the sanitary napkin no longer needed to be fixed with tape and pins, and the modern sanitary napkin we knew was formed, which opened a new chapter of female products.
However, Chinese women have not experienced this transition.Until the 80 s, the Chinese women's use and poor sanitary napkin - good cotton pad on the toilet paper or plant ash have the effect of water absorption, while cotton recycling use again and again.
In 1982, China introduced the first sanitary napkin production line from the famous Japanese nursing equipment manufacturer, ruiguang co., LTD., which gradually came into view.
For women at the time, this soft, white, high - grade product was somewhat magical.However, due to the high price, the penetration rate is not high.It was not until 1990 that the annual sales of sanitary napkins were 2 billion pieces, meaning that every woman of the right age consumed only 4 pills a year.
As in most parts of the world, Chinese consumers' demand for sanitary napkins is not an explosive growth -- it is a matter of generations' consumption habits that need to be nurtured slowly.
The '90s were a period of shaky gestation.Hengan has not yet launched well-known domestic brands at this time "seven dimensions", but its "comfort" sanitary napkin has been relying on word of mouth, advertising campaigns, occupied 40% of market share.
Guard, Sophie, noble and pure silk and other foreign brands are also at this time are targeting the Chinese market, relying on advanced technology and rich experience in marketing launched a fierce offensive, made the other half in the field of sanitary napkin;At this time, the "ABC" brand sanitary towel of jingxing in guangdong bypassed the first-tier cities and quietly occupied the market of small and medium-sized cities.
Between 1990 and 1999, consumption increased from 2 billion to 30 billion tablets, and the prevalence of sanitary napkins was over half.
At the beginning of the 21st century, China's sanitary napkin industry entered a new stage of continuous renovation and refinement of functions and designs.
According to statistics, China's sanitary napkin coverage rate reached 96.5 percent in 2016, which is equal to that of developed countries such as the United States.According to the national bureau of statistics, China's female population of the next 14 to 49 years will also be stable at 360 million. Will there be room for growth in the sanitary napkins industry? Will the industry have a ceiling?
Let's start with a set of growth data.
In 2012-2016, the world sanitary napkin market grew at a compound annual growth rate of 5.9%, mainly from emerging markets such as India, Egypt and Africa, while the growth of China's sanitary napkin market was stable.
But if we compare ourselves to neighboring Japan, we know that there is a lot of potential in this market to be able to dig, why is that so?Xiao qi summarizes the following reasons:
1. The use frequency of female menstrual sanitary napkins has increased space.
According to the survey, the Japanese women in menstrual period average sanitary napkin, replacement of 6 times a day in China, very few women can reach the change frequency, even the largest volume for a few days, the average change frequency only 3-4 times.
2. There is a tendency to extend both ends of the female age.
According to a 2010 study by the Chinese academy of pediatrics, the age of the first wave of women has advanced to 12.3 years, 0.81 years earlier than a decade ago, and the market will expand market capacity.
3. The consumption upgrade has led some women to abandon the cost performance and pursue a better experience.
The rise of light luxury has allowed users to invest more in the sanitary napkin market.In recent years, the emerging sanitary towel brands of high-end market in the main attack have performed well in the Internet and high-end offline supermarkets.
By 2020, the market size of China's sanitary napkins (including pads) will reach 61.1 billion yuan, according to the China paper association's committee on living paper.
1.2 characteristics and current situation of sanitary towel industry.
Before we look at an industry, let's first define the scope of the industry.
We are familiar with sanitary napkins and baby diapers, mainly using paper materials, belonging to paper products;According to product characteristic and use division, belong to one-time hygiene product.
Disposable hygiene products refers to the generalized disposable hygiene products, namely, after using a discarded, with direct or indirect contact with human body, and to achieve human physiological health or health care (antibacterial and bacteriostatic) purpose and use of all kinds of daily necessities.
With the change of population structure and the rise of living standard, the demand for disposable sanitary products continues to increase, and the market size of the relatively large sanitary towel market also grows steadily.
In 2016, the total market size of disposable sanitary products in China reached 82.94 billion yuan, an increase of 3.6 percent over 2015.Among them, female sanitary napkin (including pads) occupied half of the mountain, and the proportion of 47.6% became the highest category, which exceeded baby diapers and adult incontinence products.