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Last year, China's birth population 9.56 million, and this year's new baby is estimated at about 8 million. Declining birth rates, fewer newborns, baby diapers are undoubtedly the most affected. In the face of various environmental uncertainties such as declining birth rate and weak consumption, not only offline maternal and infant stores are in a "difficult business" situation, but online consumption is also deeply affected. However, from the category side and brand side, some people have fallen and others have grown.

Tmall is still firmly in the first place, with e-commerce platforms such as trembles coming from behind.

According to the distribution of e-commerce channels, Tmall still ranks first. According to Nint Rentuo data, Tmall's sales of baby diapers in the first quarter of this year were 2.12 billion yuan, down 23.5 percent from the same period last year. Although Jingdong's sales were not as good as Tmall's, its market share was further expanding, up 16.6 percent from the same period last year.

In addition, the sound, fast hand and other emerging e-commerce channels also come from behind. According to cicada's mother data, the total sales of baby diapers in the first quarter of this year was about 7.5-1 billion yuan. Although the market size is not as large as that of head players such as Tmall and Jingdong, the growth potential cannot be underestimated.

Kao and other Japanese brands continue to fall, but there are cross-board players into the dark horse camp.

According to Ren Tuo's data, based on the data of Jingdong, Taobao and Tmall platforms, the top three brands with online sales of baby diapers in the first quarter of this year were Curiosity, Pampers and Babycare, with growth rates of 5.2, 6.6 and 11.9 respectively. The brand head has always maintained steady growth.

For other brands, the biggest decline was 34.6 per cent, while brands such as King, Eunice and others fell 14.3 per cent and 8.4 per cent respectively. The decline in the growth rate of international brands is actually in everyone's expectation. Six years ago, Japanese brands such as Hua Wang (Miaoershu) and Eunice (Moony, Mummy Baby) were the most popular in the Chinese market. However, due to lack of product innovation, insufficient channel power, and the rise of domestic diapers, the market share of these diaper brands is declining year by year. Although these companies have also begun to adjust their strategies and no longer regard the Chinese market as the focus of baby diapers business development, the financial statements are more inclined to explore overseas markets such as Southeast Asia and India.

Diapers, diapers and other categories fell significantly, pull-up pants to achieve a new round of growth.

According to the different categories of baby diapers, in the first quarter of this year, diapers, diapers, special care diapers and other sub-categories on the line have shown a significant downward trend, decreased by 21%, 44%, 74%. Among them, although the market share of diapers shows a downward trend, it still ranks first in terms of market share, with online sales reaching 2.45 billion yuan in the first quarter, higher than the best-selling item of pull-up pants. Looking at the other two sub-categories, diapers that are complicated to operate and easy to detect are obviously not favored by young parents. Although special care diapers are favored by many people in the industry, the development on mainstream platforms such as Tmall Taobao still has a long way to go.

In addition to the decline in some sub-categories, there are also some potential categories to achieve positive growth, such as baby pants, the market share has remained basically flat since the first quarter of last year, the growth potential is also insufficient, but in the first quarter of this year ushered in a new round of growth of 19%, it can be seen that the future market should be worthy of attention.

In the face of the decline in the market of most diaper brands, some brands have become dark horses with rapid growth. For example, the rabbit head mother who topped the baby care products and the famous BeBeBus, the former increased by about 500 percent, while the latter increased by more than 750 percent. Why can these cross-bank brands achieve significant growth? On the one hand, these brands have accumulated a large number of loyal users and high reputation in the original field of deep cultivation, and consumers are willing to try after the introduction of diaper products. On the other hand, brands have also found new ways of product differentiation and marketing innovation to win traffic and growth for themselves. The fashionable and convenient packaging design of BeBeBus diapers well meets the needs of young office workers and mothers, the rabbit-head mother's investment in platforms such as tremolo and Little Red Riding Book has also been effective in polishing differentiated explosions.

The future development trend of Chinese baby diaper industry

1, supply and demand on both sides of the force, to promote the development of China's baby diapers market brand concentration.
From the demand side, the birth rate declined, maternal and child demand consumption upgrade, into the stock of competitive market, while the logic of consumer choice of products changed, diapers are essentially disposable sanitary products, consumers choose products more concerned about the product itself, the pursuit of quality and cost-effective.

At the same time, on the supply side, the OEM model leads to serious product homogeneity. Enterprises with the resources of the entire industry chain will promote comprehensive cost optimization in the future and occupy a competitive advantage; in addition, with the change of consumer demand, product power will be the core of brand development. Power, companies should pay attention to R & D technological innovation, while taking into account the creation of the brand system, technology and brand two-wheel drive, leading the development of the industry.

2, consumer demand is more rational, the pursuit of quality and cost-effective, product prices return to value.
Baby diapers as disposable absorbent hygiene products, both fast-moving properties. At this stage, consumers are more rational in product and brand selection, no longer superstitious about the most expensive, but choose the most suitable for babies, pay attention to product function and practicality, pursue cost-effective, and conceptual products that are divorced from reality will have few echoes.

This change in demand requires companies to pay more attention to the creation of the product itself in the process of their own development, improve R & D technology capabilities, focus on the product itself, and integrate production resources, comprehensively optimize costs, and make the price of diapers closer to the value itself. Consumers' pursuit of product cost-effectiveness.

3, online and offline integrated marketing, seize market share, retain the user's mind
With the development of the Internet, diversified new retail formats are profoundly changing people's shopping habits. The new generation of treasure parents are changing their access to information and shopping methods. In the future, the online and offline channels of baby diapers will accelerate integration and complement each other's advantages. Online integrated e-commerce platform to open up brand awareness and seize market share; Off-line integrated maternal and infant stores, brands use offline channel experience and service advantages to link online channels and innovate marketing activities, increase consumers' understanding of the brand concept and products, shorten the distance between the brand and the user, enhance the stickiness, and retain the user's mind.

4. Domestic diaper brands with core R & D capabilities and channel advantages will stand out.
With the improvement of comprehensive national strength, the enhancement of national self-confidence, the rise of national trends, policy encouragement and support, domestic diaper brands continue to increase R & D investment, independent innovation capabilities are increasing, product quality, performance and value continue to improve, and consumers' acceptance of domestic brands At the same time, with the popularization and penetration of the Internet and online shopping, diversified online retail formats are profoundly affecting and changing consumers' shopping habits. Under the influence of national trends and new retail formats, domestic diaper brands with core R & D capabilities and channel advantages will stand out and promote the further development of the industry.

Source: Jung-International Nonwoven Industry Business