In 2016, with “two child” policy fully liberalized, more families joined the ranks of two-child, which brought great opportunities and challenges to the infant supplies industry, especially the diaper industry. Combined with our diaper industry market data analysis and the improvement of China's consumption capacity and the fully liberalized “two child” policy in 2015, all of these factors will push diaper sales to a new peak.
According to official statistics, China's birth population was 16.55 million in 2015, in the next 5 years, China will have at least 87.5 million newborns were born. If, in accordance with each baby using 4-5 pieces of napkins a day on average, China’s diaper market demand will reach 100 billion level, this will be a great opportunity for the diaper industry. But at the same time, more and more mother, in the selection of baby necessities, especially of diapers and other personal items, have more strict criteria, which lead to a new round of reshuffle of the industry.
Currently, the high-end diaper market all mostly have been the monopolized by foreign brands, the Japanese brand has occupied most of the market. However, the disordered market channels and all kinds of gray customs clearance lead to this series of brand supply and price disorder, which greatly reduced the confidence of consumers. They like to use but worry fake products. A part of domestic producers play edge ball, they registered brand in foreign or bought the naming rights of diapers category of some well-known cartoon image, followed by frequent market publicity to achieve the aim of enhancing the popularity rapidly, and imposed the high marketing costs on the consumer, which also makes more young mothers feel troubled in the choice of diapers, and cannot really choose the rest assured high quality imported diapers.
