10 years ago, P & G is also for how to make Chinese people give their children off diapers, wearing diapers and trouble, and today, it, together with China ushered in a rapid expansion in emerging markets. According to the data, "Daily Economic News" reporter Institute of broodstock to the display, 2014 diaper market size of about 29 billion yuan or so, compared to the market size of 25 billion yuan in 2013, an increase of 16%. More than 15% annual growth rate is expected to be maintained for five years also. Continued population growth, enhance consumer spending power and the introduction of "separate two-child" policy will undoubtedly have become the motor of this growing market.

It also makes the once not to be seen in diapers became the meat and potatoes, attracted capital from various quarters race reached. This year, the milk giant Bain United States, synbiotics, paper giant soft Shun Jie, Vader are overweight has the industry. In addition, according to the pro Tony Institute statistics, China diaper industry has 1200 or so brands, from early 2013 to the present, there are about 200 new brands entering the market.

Liu Yang, founder of Enterprise Technology diapers deer told the "Daily Economic News" reporter, not only foreign brands in the Chinese market overweight, diaper brand only on domestic enterprises to create a lot of diaper market is growing, and they are now very good live.

But foreign brands in this market is still occupy a monopoly position in the high-price market, foreign and even occupy eighty percent of the market share. Liu Yang believes that on the one hand, because of the core competitiveness of foreign brands in the brand and channels, domestic brands can be a breakthrough from the product quality and cost-effective; on the other hand, the threshold of the future with the brand and technology improved, the industry will usher in the first round of a major reshuffle.

Good reminder hot diapers /

In early July, AQSIQ announced the "2013 annual national import quality of disposable hygiene products," White Paper, 2013 CIQ inspection of imported a total of 12,773 batches using hygiene products, weighing about 140,200 tons, the value of approximately $ 584.9 million, respectively, compared with the same period in 2012, an increase of 35.9 percent batches, weight increased by 26.6%, the value increased by 50.2%, particularly among the "baby diapers largest volume of imports."

Earlier this year, Zhongshan City, Guangdong Province Inspection and Quarantine Bureau released data show that in 2013, total imports of disposable hygiene products Zhongshan 768.8 tons, totaling $ 2,814,000, an increase of 109.2%, respectively, 127.85 percent; which diapers imports reached 715 tons, accounting for over ninety percent.

Statistics show that these diapers imported from Japan, Korea, America, Southeast Asia more than 30 countries and regions, respectively. Korea Customs Service data show that from January to April this year, South Korea's exports to China's rapid rise in baby products, including baby diapers and milk powder accounted for the highest, respectively, 60.4% and 28.9%. Korea Customs Service noted that the Chinese market has become South Korea to enhance baby diapers, milk powder exports maximum pulling power, South Korea's exports to China of 88 percent of total exports of milk powder, diapers accounted for 72%, 72% of the stroller.

Overnight, it seems that the whole world felt the tremendous growth potential in China diaper market. Beijing Putian Sheng Road, Corporate Planning Co., Ltd. Chairman Lei Yongjun think that mentality and personnel changes in consumer consumption market is developing rapidly these years diaper market basis and source of power. "In the past the use of diapers basic first-tier cities, second-tier cities, including rural residents in the following families, but also for understanding diapers prejudice." Lei Yongjun think, but now the main force of 80 after birth, they did not older The idea, which has become in recent years the rapid development of a diaper consumer base. In the vast rural market, infants are slowly beginning to use diapers, baby diapers market coverage is growing every year.

In addition, Champoux consulting analyst 周玉芳 on the "Daily Economic News" reporter, said between 2010 to 2015, the number of women of childbearing age from 20 to 29 years old will remain at the peak of about 110 million people, the upcoming new wave of baby boomers. Light industry researcher Xiong Xiaokun Investment Advisor, told reporters that the introduction of a separate two-child policy is a major positive for the baby industry, per capita consumption of infant baby products will increase significantly in the future.

However, market penetration of Chinese baby diapers and baby diapers cost per capita consumption is still a big gap compared with developed countries. Broodstock Institute analyst Zhang Mingming said the United States and other developed countries, the penetration rate is almost 100% of diapers, diapers Chinese penetration is only about 30% to 40%.

1200 brands get together /

According to the Institute of broodstock to statistics, China diaper industry has 1200 or so brands, from early 2013 to the present, there are about 200 new brands entering the market.

Under the stimulus various positive factors, more and more domestic and foreign enterprises, especially the financial strength of listed companies are beginning to participate in this war to diapers. Among them, the paper prices and milk prices the figure is more frequent.

In paper enterprises, for example, by the end of 2010 after investors shares of HK $ 123 million accounted for 41% of the establishment of Vian clean Holdings, Vinda International July increase again this year to HK $ 295 million (about 240 million yuan) to acquire 59% stake in clean Vian , to overweight baby diapers and other products.

Shun another clean soft paper prices in the year officially by hand Reid International, exclusive agent in the form of intervention diaper industry, cut the baby diaper market.

First set foot in the field of diapers Hengan is done fast on this product. Reporters inquiry found Heng International Annual Report, 2011-2013, and its diapers revenues were HK $ 2.72 billion, HK $ 2.69 billion, HK $ 2.94 billion, an increase of 11.3%, respectively, - 1.4%, 9.4%; margin diaper products are presented an increasing trend, respectively, 35.5%, 42.9%, 44.5%.

Zhou Yufang said tissue margins of less than 20%, but profit margins diapers even up to 30% to 40%, which is why many traditional companies have overweight causes of diaper wipes products.

雷永军 told reporters that the original diaper market is simply that Procter & Gamble's Pampers Baby and Mommy that several big brands, but in recent years can be seen from the market has not seen a lot of previous sign up.

However, in this market, domestic enterprises and the newcomers have to face the monopoly of foreign brands. Liu Yang told reporters, Pampers, P & G has now become one of the world's largest-selling independent brand in China is also the top-selling diaper brand, market position is difficult to shake.

Xiong Xiaokun said that, overall, the domestic market in diapers domestic brands and imported brands are evenly matched, but in the high-end market, imported brands have absolute advantage, market share of around 80%.

These foreign companies already take advantage of the aggravation now also have their own voice in this market. November 2013, P & G's new plant in Guangzhou Luogang started production, the plant is the first phase of the production of goods and Pampers. January 2013, Kao diapers in Hefei new plant. Japan's king Paper Co., Ltd. in Nantong, Jiangsu diapers build new factories started in April 2014. Pigeon Japanese companies in the new plant in Changzhou, China began production of ordinary baby diapers.

Future threshold will increase /

For domestic enterprises, Xiong Xiaokun that "at present in the domestic market in baby diapers, Pampers, higher Mommy Baby, ANERLE, Kao and other well-known, but the product is more confusing, some brands there are inconsistencies in the price If newcomers can make product quality and cost-effective, there is still a chance of development. "

In May this year, the China Consumer Association released the infant diapers comparative test results show that the high value of the individual samples of water brands and models, and between samples slip infiltration, infiltration of return values quite different, which Kao (Hefei) Co., Ltd. The wonderful and comfortable Merries slip infiltration up to 16 ml of the slowest absorption, may affect the use of infant safety and comfort. In this report, the Consumers Association, said domestic brands and imported brands of quality without gaps, domestic brands cost advantages.

Liu Yang told reporters, some of the more high-end diaper brand in Japan is actually used when domestic production is four or five years ago, the production line, and domestic manufacturers may use the latest production line, in the production process, many domestic manufacturers still dominant. But for foreign brands, it is the brand's core strengths and money, "money, it will be able to spread the goods very well in terms of channels, such as the ability stationed in supermarkets, customers can buy on the Internet."

Brand, the foreign than domestic enterprises has always done well. "Currently in the domestic market, basically just curious Pampers and two foreign companies will advertise in the media as well as some real branding, domestic manufacturers in the high-end brand diapers and operate largely without investment." Liu Yang said that in doing diapers above, the basic idea as long as the domestic manufacturers are producing this thing out, and then one of the most inexpensive price to sell it.

Market saturation is expected to go up when the baby show Liu Yang found a company may have the following five diaper brands, their usual practice is to use a brand or multiple brands to investment, recruited 100 agents after he do one or a few brands, go to recruit 100 agents. "Under the circumstances, in their view, neither advertising do not play any large-scale marketing campaign, there is no investment in the brand, just do a package on it."

In addition to the brand, the future will be more high technical threshold. Liu Yang believes that before the user does not have to care about the technical content of a diaper products, like Pampers and other brand advertising, they also more emotional marketing is taking the route. "Once diapers parameters in terms of performance and was educated consumer, technical threshold diapers also improved."

Xiong Xiaokun said prices of raw materials, production equipment, research and development costs, channel costs and so will affect the cost of production of diapers, especially in the current brands and products have become the two major competitive factor diaper industry.

Earlier, the Development Director Heng Group diapers WANG Gui-zhong had told the media that the rise of industry experience diapers gradual consolidation, shuffle to the final consolidation in the industry.

This seems to Liu Yang, it is also an opportunity to domestic enterprises. "On one hand, domestic companies can make more cost-effective products to attract consumers to buy; on the other hand, open channels to avoid competition with foreign brands in the traditional channels through the Internet channel; at the same time, but also through its own brand Shaping with suppliers to reach a cooperative, whereby control of the upstream supply chain. "