Luna Xing, China National Household Paper Industry Association03.10.22
This article systematically summarizes the market positioning, product changes and marketing strategies of Chinese baby diaper brands in 2021 through a survey of China’s top 11 manufacturers of baby diapers and pads. It presents how Chinese baby diaper brands aimed at a young consumer group handled differentiation in 2021 based on common and special problems outlined by these manufacturers.
The 11 manufacturers of baby diapers/diaper pads are: Fujian Hengan Group Co., Ltd., Guangdong Winsun Personal Care Products Co., Ltd., Hangzhou Qianzhiya Sanitary Products Co., Ltd., Guizhou Kabu International Biotechnology Co., Ltd., Hunan Suitsky Living Goods Co., Ltd., DaddyBaby Co., Ltd., Chiaus (Fujian) Industrial Development Co., Ltd., Dongguan Changxing Paper Co., Ltd., Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., Fujian New Yifa Group and Mega Soft (China) Co., Ltd.
Changing Demographics
The demographic structure of China is changing. Reduced child-bearing willingness compared to the post-90s and the context of the Covid-19 pandemic has kept China’s birth rate low. The introduction of the national three-child policy as well as relevant fertility promotion policies may slow down this trend to some extent, but, at least for now, the baby diaper market is faced with the reduction of actual users, the intensification of brand competition and market evolution.
However, there are also opportunities. Quality standards in the baby diaper market will improve, and market competition will drive the establishment of better industry norms, providing the consumers with higher-quality baby products. The opportunity and growth points of the maternal and infant industry will unfold around the rise of millennial mothers, more urban consumers and multi-child parents. This group has strong consumer consciousness and pays attention to product experience, allowing brand owners to continuously introduce new products to stimulate sales and adopt diversified marketing strategies to attract new generations of consumers.
From 2018-2021, the marketshare of national baby diaper brands has gradually increased in China. Meanwhile, OEM products and top brands have been updating to seize share of the domestic market. How to get rid of homogenization and differentiate brands from competition has become crucial. Manufacturers of Chinese baby diaper brands focus on technological innovation and new product development to improve the intrinsic value of products.
The foreign trade of Chinese baby diapers has turned into net export from net import, and the price war has become fiercer. Raw material pricing was volatile in 2021, bringing challenges to manufacturers, accelerating industry reshuffling and showing obvious leading effects. Thus, R&D innovation, digitalization upgrades and cost control will facilitate the effective improvement of production efficiency and tackle dramatic market changes accordingly.
Chinese Culture Supports Differentiation
With the rise of traditional Chinese styles in the Chinese baby diaper market, young parents’ preference for Chinese goods has become mainstream. Consumption has polarized the market—both high-end products and cost-effective products are valued in the market. When choosing baby diaper products, millennial parents are affected by diversified consumption trends, and product appearance is also important.
Chinese Traditional Culture Plus Thinness and Breathability
In 2021, Anerle, a baby diaper brand marketed by Fujian Hengan Group Co., Ltd., introduced its soft and thin series aimed at young mothers’ preference for Chinese goods in combination with the design of Chinese traditional style. The whole “core” is upgraded, allowing the product to be thin, and the fit of product is enhanced, bringing better usage experience to babies.
The New King Soft series of diapers/pull-ups launched by the Homebaby brand by Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., adopts the whole-core structure, features ultra-thinness and breathability, and remains dry and breathable in any season.
Meanwhile, the wing series baby diapers/pull-ups launched by Donguang Changzing Paper Co.’s abison brand feature breathability and thinness, adopts integrated and thin composite core, and improves breathability by 30%.
Chinese Traditional Culture Plus Skin Care
The mid-to-high end brand Q-MO of Hengan Group introduced Fresh Air weak acid series baby diapers in 2021, catering to the demand and awareness of young, middle class and high intellectual mothers. The product is made of fiber materials with weak acid pH, which is ideal for the skin of Chinese babies, maintains a weak acid environment fit for the tender skin of babies, and reduces the possibility of diaper rash.
In 2021, Guizhou Kabu International Biotechnology launched E care pants type diapers featuring vitamin E on the top layer and nourishing pant-type diapers with jojoba oil aimed at the mid-to-high end of the market. Jojoba oil extracted from jojoba by the cold press squeezing process is used for the top layers of baby diapers, and is skin-friendly and non-irritating.
Hunan Suitsky Living Goods Co., Ltd., took the “reshaping” action in the company in 2021. “Reshaping” means product adjustment from the source, so that products satisfy the demand of young parents. The “protecting sensitive skin, caring for babies” baby diaper series was launched in September 2021, and each product of this series has distinct essence ingredients to protect the sensitive skin of babies.
New products introduced by DaddyBaby Co., Ltd., in 2021 target the mid-to-high end consumer group. The product launched via e-commerce channels is the fashionable fruit POPO baby diaper. Natural essence extracted from fruit is used for the top-layer nonwoven, rich in vitamin E, gentle, moisturizing and non-irritating, and can protect sensitive skin.
Chinese Traditional Culture Plus Chinese Elements
In 2021, Hangzhou Qianzhiya Sanitary Products Co., Ltd., successfully introduced Miffy zero touch unstained series medical level diapers for Chinese mid-to-high end market and panda series diapers for third-tier and four-tier markets. The panda series adopts the design element of pandas, and is cool and cute offering high quality visual attraction and care for babies.
2021 is a great year for CASC. Chiaus (Fujian) Industrial Development Co., Ltd., took this opportunity to officially reach strategic cooperation with the China Aerospace Innovation Center, realizing the combination of aerospace science and technology culture with maternal and infant healthcare, jointly introduced co-branded aerospace style “rosefinch” baby diapers for mid-to-high end, and blending traditional Chinese elements representing national spirit into the design concept of the product.
Geographic pavilion China series baby diapers launched by Chikool brand under Mega Soft (China) Co., Ltd., uses the outer package with the element of the Great Wall, echoing with the two-layer heightened three-dimensional anti-leakage cuff design, highlighting the function of locking urine “like the wall,” and integrating Chinese elements ingeniously.
Taking Advantage of Social Media, Opening a New Marketing Era
At present, the live streaming e-commerce on social media platforms has changed the situation of traditional e-commerce of Chinese FMCG, and the baby diaper manufacturers of mainstream Chinese brands have been active. In addition to traditional e-commerce channels, such as Tmall, Taobao and Jingdong, the marketing channels have become more diversified, including social e-commerce, trust e-commerce, interest e-commerce, etc.
With significant changes in the levels and structures of different channels, the marketing strategies of various platforms need to be recombined to form resultant force. Traffic bonus channel has gradually become the “main battlefield” of marketing, while traditional channels are the “harvest field” of sales, providing a more mature shopping experience. Moreover, the input of various expenses will be adjusted accordingly based on different stages of channels.
More than 20% of Hengan Group’s marketing efforts were short videos streamed on live platforms such as Tik Tok and Kuaishou in 2021.
The sales proportion of Qianzhiya in traditional e-commerce platforms (Jingdong, Tmall and Pinduoduo) is about 15%, and the company has gradually established social media marketing of short video platforms such as Tik Tok, Kuaishou and Tencent video accounts, empowering the dealers to sell on social media platforms. The original intention of social media customers is primarily amusement, so the company attracts the customers mainly by large discounts via big sales or a number of gifts, which accounts for about 1% in total sales. Social e-commerce, as a form of e-commerce that is centered on people and formed by social relationships, forms word-of-mouth effects by user sharing and communication rather than the sales model of product search and display, thus arousing consumer demands.
DaddyBaby has made overall arrangement actively, building the teams for anchors, short video marketing and content planning, and establishing fan management matrix for omnibearing promotion through new marketing channels, such as Tik Tok, Kuaishou and Xiaohongshu. Now its social media marketing accounts for 3% and is expected to reach 15%-20% in 2022 since it is increasing rapidly.
Meanwhile, Chiaus built an overall live streaming business group, and there are two departments directly serving the live streaming teams of Tik Tok, etc. The sales volume exceeded one million in the first month when the business group went online and achieved 300% growth the following month. Now it has become a key part of Chiaus incubation business. Traditional e-commerce platforms put particular emphasis on overall effect conversion and repurchase aiming at target consumer groups, while the marketing targets of social media channels are generally brands and consumers, reaching more people off-site through creative content and realizing brand exposure and brand reputation increment by means of social contact and digital marketing.
The marketing of New Yifa Group on Tik Tok, Kuaishou and other short video platforms accounts for about 20% and is mainly centered on two points: hot products and IP.
Guangdong Winsun Personal Care Products Co., Ltd., established the social media marketing channel of baby diapers in 2021. By comparing the consumer groups of Jingdong, Tmall and Pinduoduo, the company found that consumers on social media are more price sensitive and apt to impulsive consumption, and have higher requirements on the anchors of platforms.
Guizhou Kabu mainly releases information flow on traditional e-commerce platforms (Jingdong, Tmall and Pinduoduo), and starts to sell products through live streaming on Tmall and Taobao, and its product sales are concentrated in flagship stores. The marketing on social media platforms is now concentrated on Tik Tok and focused on creating brand atmosphere and accounts for about 5% in total sales. The company said that live streaming on Tik Tok is getting better, so its ratio will continuously increase.
Hunan Suitsky allows the consumers to buy baby diapers at advantageous prices through group buying by sharing via Pinduoduo in addition to traditional e-commerce platforms including Tmall and Jingdong. It established the marketing channel of Tik Tok, giving priority to content operation and short video production in earlier stages, supplemented by sales output. At present, its sales proportion accounts for 32% on Tmall, 20% on Jingdong, 3% on Pinduoduo and 5% on social media.
Dongguan Changxing Paper has established official accounts and stores on various platforms to further expand the marketing planning of new channels. According to the company, one feature of social media marketing is the promotion strategy is very different from traditional e-commerce. On social media, live streaming shopping influencers are welcomed, while traditional e-commerce platforms primarily rely on brand owners to attract their own fans.
Quanzhou Tianjiao has been establishing the social e-commerce channel step by step, which accounts for about 10% in total sales in 2021. It believes that the marketing promotion of social media platforms needs long cultivation and interaction to form private traffic and higher customer loyalty.
Continuous Efforts on the Maternal and Infant Channel
In 2021, the Covid-19 pandemic in China has entered a stage of normal prevention and control and the offline maternal and infant market has gradually recovered. The maternal and infant channel is a main channel for baby diaper sales, so main manufacturers still need to continuously make efforts in this field, and its development characteristics are mainly as follows:
Definite product positioning and customized development
Mainstream enterprises of Chinese baby diaper brands continuously develop the maternal and infant channel, and are characterized by definite product positioning and customized product development. The sales proportions of Guangdong Winsun and Guizhou Kabu on the maternal and infant channel are 50% and 85% respectively, and the two companies aim at middle grade and mid-to-high grade products, respectively. Hengan Group realizes the sales proportion of nearly 30% on the maternal and infant channel and develops customized special product series for the customers of the channel, so as to adapt to the purchase characteristics of young consumer groups in different regions. Its Q-MO brand attracts the mid-to-high end users of the maternal and infant channel. Qianzhiya mainly sold the products with high quality and medium or high price on the channel in 2021. Quanzhou Tianjiao Co., Ltd., developed diversified product sales channels, and aimed at mid-end products on the maternal and infant channel, and the channel accounted for 13% and will continuously decrease mainly affected by the accelerated construction of social media marketing channels.
Furthermore, Chiaus and New Yifa Group have introduced medical level baby diapers in the maternal and infant market. The cooperation is between Chiaus and maternal and infant stores. Meanwhile, Vowbaby Yuaiyinli series baby diapers are oriented at mid-to-high end medical level products. The sales proportion of New Yifa Group on the maternal and infant channel was 20%, and its products are oriented at differentiated high-end medical baby diapers.
Aiming at young consumer groups, differentiated positioning, improving experience
At present, the sales proportion of Suitsky on the maternal and infant channel is 35%, and Suitsky mainly sells mid-to-high end products through the channel of maternal and infant stores. The company upgraded its products in September 2021, making them more attractive to the needs of young mothers. It targets millennial mothers, better satisfying their demands for product appearance and quality. The future strategy of Dongguan Changxing Paper on the channel is to carry out differentiated product positioning according to the consumption characteristics of local customers and meet the demands.
The sales proportion of DaddyBaby on the channel of maternal and infant stores is 30%. In 2021, its sales positioning of the channel was to comprehensively improve supply, channel power, brand power and service ability, constantly expand the offline market and make consumers enjoy excellent experiences.
Through this targeted survey, we can find that Chinese mainstream brand owners of baby diapers had more differentiated characteristics and positioning in product R&D, and accurately integrated Chinese traditional culture in 2021. By aiming at young consumer groups, Chinese-made baby diapers have gradually won the favor and trust of Chinese consumers. The manufacturers blended marketing into short videos and other social media, and improved the cultivation and interaction of users, thus realizing better development.
The 11 manufacturers of baby diapers/diaper pads are: Fujian Hengan Group Co., Ltd., Guangdong Winsun Personal Care Products Co., Ltd., Hangzhou Qianzhiya Sanitary Products Co., Ltd., Guizhou Kabu International Biotechnology Co., Ltd., Hunan Suitsky Living Goods Co., Ltd., DaddyBaby Co., Ltd., Chiaus (Fujian) Industrial Development Co., Ltd., Dongguan Changxing Paper Co., Ltd., Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., Fujian New Yifa Group and Mega Soft (China) Co., Ltd.
Changing Demographics
The demographic structure of China is changing. Reduced child-bearing willingness compared to the post-90s and the context of the Covid-19 pandemic has kept China’s birth rate low. The introduction of the national three-child policy as well as relevant fertility promotion policies may slow down this trend to some extent, but, at least for now, the baby diaper market is faced with the reduction of actual users, the intensification of brand competition and market evolution.
However, there are also opportunities. Quality standards in the baby diaper market will improve, and market competition will drive the establishment of better industry norms, providing the consumers with higher-quality baby products. The opportunity and growth points of the maternal and infant industry will unfold around the rise of millennial mothers, more urban consumers and multi-child parents. This group has strong consumer consciousness and pays attention to product experience, allowing brand owners to continuously introduce new products to stimulate sales and adopt diversified marketing strategies to attract new generations of consumers.
From 2018-2021, the marketshare of national baby diaper brands has gradually increased in China. Meanwhile, OEM products and top brands have been updating to seize share of the domestic market. How to get rid of homogenization and differentiate brands from competition has become crucial. Manufacturers of Chinese baby diaper brands focus on technological innovation and new product development to improve the intrinsic value of products.
The foreign trade of Chinese baby diapers has turned into net export from net import, and the price war has become fiercer. Raw material pricing was volatile in 2021, bringing challenges to manufacturers, accelerating industry reshuffling and showing obvious leading effects. Thus, R&D innovation, digitalization upgrades and cost control will facilitate the effective improvement of production efficiency and tackle dramatic market changes accordingly.
Chinese Culture Supports Differentiation
With the rise of traditional Chinese styles in the Chinese baby diaper market, young parents’ preference for Chinese goods has become mainstream. Consumption has polarized the market—both high-end products and cost-effective products are valued in the market. When choosing baby diaper products, millennial parents are affected by diversified consumption trends, and product appearance is also important.
Chinese Traditional Culture Plus Thinness and Breathability
In 2021, Anerle, a baby diaper brand marketed by Fujian Hengan Group Co., Ltd., introduced its soft and thin series aimed at young mothers’ preference for Chinese goods in combination with the design of Chinese traditional style. The whole “core” is upgraded, allowing the product to be thin, and the fit of product is enhanced, bringing better usage experience to babies.
The New King Soft series of diapers/pull-ups launched by the Homebaby brand by Quanzhou Tianjiao Lady & Baby’s Hygiene Supply Co., Ltd., adopts the whole-core structure, features ultra-thinness and breathability, and remains dry and breathable in any season.
Meanwhile, the wing series baby diapers/pull-ups launched by Donguang Changzing Paper Co.’s abison brand feature breathability and thinness, adopts integrated and thin composite core, and improves breathability by 30%.
Chinese Traditional Culture Plus Skin Care
The mid-to-high end brand Q-MO of Hengan Group introduced Fresh Air weak acid series baby diapers in 2021, catering to the demand and awareness of young, middle class and high intellectual mothers. The product is made of fiber materials with weak acid pH, which is ideal for the skin of Chinese babies, maintains a weak acid environment fit for the tender skin of babies, and reduces the possibility of diaper rash.
In 2021, Guizhou Kabu International Biotechnology launched E care pants type diapers featuring vitamin E on the top layer and nourishing pant-type diapers with jojoba oil aimed at the mid-to-high end of the market. Jojoba oil extracted from jojoba by the cold press squeezing process is used for the top layers of baby diapers, and is skin-friendly and non-irritating.
Hunan Suitsky Living Goods Co., Ltd., took the “reshaping” action in the company in 2021. “Reshaping” means product adjustment from the source, so that products satisfy the demand of young parents. The “protecting sensitive skin, caring for babies” baby diaper series was launched in September 2021, and each product of this series has distinct essence ingredients to protect the sensitive skin of babies.
New products introduced by DaddyBaby Co., Ltd., in 2021 target the mid-to-high end consumer group. The product launched via e-commerce channels is the fashionable fruit POPO baby diaper. Natural essence extracted from fruit is used for the top-layer nonwoven, rich in vitamin E, gentle, moisturizing and non-irritating, and can protect sensitive skin.
Chinese Traditional Culture Plus Chinese Elements
In 2021, Hangzhou Qianzhiya Sanitary Products Co., Ltd., successfully introduced Miffy zero touch unstained series medical level diapers for Chinese mid-to-high end market and panda series diapers for third-tier and four-tier markets. The panda series adopts the design element of pandas, and is cool and cute offering high quality visual attraction and care for babies.
2021 is a great year for CASC. Chiaus (Fujian) Industrial Development Co., Ltd., took this opportunity to officially reach strategic cooperation with the China Aerospace Innovation Center, realizing the combination of aerospace science and technology culture with maternal and infant healthcare, jointly introduced co-branded aerospace style “rosefinch” baby diapers for mid-to-high end, and blending traditional Chinese elements representing national spirit into the design concept of the product.
Geographic pavilion China series baby diapers launched by Chikool brand under Mega Soft (China) Co., Ltd., uses the outer package with the element of the Great Wall, echoing with the two-layer heightened three-dimensional anti-leakage cuff design, highlighting the function of locking urine “like the wall,” and integrating Chinese elements ingeniously.
Taking Advantage of Social Media, Opening a New Marketing Era
At present, the live streaming e-commerce on social media platforms has changed the situation of traditional e-commerce of Chinese FMCG, and the baby diaper manufacturers of mainstream Chinese brands have been active. In addition to traditional e-commerce channels, such as Tmall, Taobao and Jingdong, the marketing channels have become more diversified, including social e-commerce, trust e-commerce, interest e-commerce, etc.
With significant changes in the levels and structures of different channels, the marketing strategies of various platforms need to be recombined to form resultant force. Traffic bonus channel has gradually become the “main battlefield” of marketing, while traditional channels are the “harvest field” of sales, providing a more mature shopping experience. Moreover, the input of various expenses will be adjusted accordingly based on different stages of channels.
More than 20% of Hengan Group’s marketing efforts were short videos streamed on live platforms such as Tik Tok and Kuaishou in 2021.
The sales proportion of Qianzhiya in traditional e-commerce platforms (Jingdong, Tmall and Pinduoduo) is about 15%, and the company has gradually established social media marketing of short video platforms such as Tik Tok, Kuaishou and Tencent video accounts, empowering the dealers to sell on social media platforms. The original intention of social media customers is primarily amusement, so the company attracts the customers mainly by large discounts via big sales or a number of gifts, which accounts for about 1% in total sales. Social e-commerce, as a form of e-commerce that is centered on people and formed by social relationships, forms word-of-mouth effects by user sharing and communication rather than the sales model of product search and display, thus arousing consumer demands.
DaddyBaby has made overall arrangement actively, building the teams for anchors, short video marketing and content planning, and establishing fan management matrix for omnibearing promotion through new marketing channels, such as Tik Tok, Kuaishou and Xiaohongshu. Now its social media marketing accounts for 3% and is expected to reach 15%-20% in 2022 since it is increasing rapidly.
Meanwhile, Chiaus built an overall live streaming business group, and there are two departments directly serving the live streaming teams of Tik Tok, etc. The sales volume exceeded one million in the first month when the business group went online and achieved 300% growth the following month. Now it has become a key part of Chiaus incubation business. Traditional e-commerce platforms put particular emphasis on overall effect conversion and repurchase aiming at target consumer groups, while the marketing targets of social media channels are generally brands and consumers, reaching more people off-site through creative content and realizing brand exposure and brand reputation increment by means of social contact and digital marketing.
The marketing of New Yifa Group on Tik Tok, Kuaishou and other short video platforms accounts for about 20% and is mainly centered on two points: hot products and IP.
Guangdong Winsun Personal Care Products Co., Ltd., established the social media marketing channel of baby diapers in 2021. By comparing the consumer groups of Jingdong, Tmall and Pinduoduo, the company found that consumers on social media are more price sensitive and apt to impulsive consumption, and have higher requirements on the anchors of platforms.
Guizhou Kabu mainly releases information flow on traditional e-commerce platforms (Jingdong, Tmall and Pinduoduo), and starts to sell products through live streaming on Tmall and Taobao, and its product sales are concentrated in flagship stores. The marketing on social media platforms is now concentrated on Tik Tok and focused on creating brand atmosphere and accounts for about 5% in total sales. The company said that live streaming on Tik Tok is getting better, so its ratio will continuously increase.
Hunan Suitsky allows the consumers to buy baby diapers at advantageous prices through group buying by sharing via Pinduoduo in addition to traditional e-commerce platforms including Tmall and Jingdong. It established the marketing channel of Tik Tok, giving priority to content operation and short video production in earlier stages, supplemented by sales output. At present, its sales proportion accounts for 32% on Tmall, 20% on Jingdong, 3% on Pinduoduo and 5% on social media.
Dongguan Changxing Paper has established official accounts and stores on various platforms to further expand the marketing planning of new channels. According to the company, one feature of social media marketing is the promotion strategy is very different from traditional e-commerce. On social media, live streaming shopping influencers are welcomed, while traditional e-commerce platforms primarily rely on brand owners to attract their own fans.
Quanzhou Tianjiao has been establishing the social e-commerce channel step by step, which accounts for about 10% in total sales in 2021. It believes that the marketing promotion of social media platforms needs long cultivation and interaction to form private traffic and higher customer loyalty.
Continuous Efforts on the Maternal and Infant Channel
In 2021, the Covid-19 pandemic in China has entered a stage of normal prevention and control and the offline maternal and infant market has gradually recovered. The maternal and infant channel is a main channel for baby diaper sales, so main manufacturers still need to continuously make efforts in this field, and its development characteristics are mainly as follows:
Definite product positioning and customized development
Mainstream enterprises of Chinese baby diaper brands continuously develop the maternal and infant channel, and are characterized by definite product positioning and customized product development. The sales proportions of Guangdong Winsun and Guizhou Kabu on the maternal and infant channel are 50% and 85% respectively, and the two companies aim at middle grade and mid-to-high grade products, respectively. Hengan Group realizes the sales proportion of nearly 30% on the maternal and infant channel and develops customized special product series for the customers of the channel, so as to adapt to the purchase characteristics of young consumer groups in different regions. Its Q-MO brand attracts the mid-to-high end users of the maternal and infant channel. Qianzhiya mainly sold the products with high quality and medium or high price on the channel in 2021. Quanzhou Tianjiao Co., Ltd., developed diversified product sales channels, and aimed at mid-end products on the maternal and infant channel, and the channel accounted for 13% and will continuously decrease mainly affected by the accelerated construction of social media marketing channels.
Furthermore, Chiaus and New Yifa Group have introduced medical level baby diapers in the maternal and infant market. The cooperation is between Chiaus and maternal and infant stores. Meanwhile, Vowbaby Yuaiyinli series baby diapers are oriented at mid-to-high end medical level products. The sales proportion of New Yifa Group on the maternal and infant channel was 20%, and its products are oriented at differentiated high-end medical baby diapers.
Aiming at young consumer groups, differentiated positioning, improving experience
At present, the sales proportion of Suitsky on the maternal and infant channel is 35%, and Suitsky mainly sells mid-to-high end products through the channel of maternal and infant stores. The company upgraded its products in September 2021, making them more attractive to the needs of young mothers. It targets millennial mothers, better satisfying their demands for product appearance and quality. The future strategy of Dongguan Changxing Paper on the channel is to carry out differentiated product positioning according to the consumption characteristics of local customers and meet the demands.
The sales proportion of DaddyBaby on the channel of maternal and infant stores is 30%. In 2021, its sales positioning of the channel was to comprehensively improve supply, channel power, brand power and service ability, constantly expand the offline market and make consumers enjoy excellent experiences.
Through this targeted survey, we can find that Chinese mainstream brand owners of baby diapers had more differentiated characteristics and positioning in product R&D, and accurately integrated Chinese traditional culture in 2021. By aiming at young consumer groups, Chinese-made baby diapers have gradually won the favor and trust of Chinese consumers. The manufacturers blended marketing into short videos and other social media, and improved the cultivation and interaction of users, thus realizing better development.
