According 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. For diapers, P & G's big brands, "Pampers" Kimberly-Clark's "curious" Heng "the children happy," Japan's "Kao," Japan's "Mommy Baby," Taiwan's "peeing music" and other brands has been hard for almost two decades, according to the experts analyzed the pattern of China has basically settled diapers. Well, no it not for other brands in the market space, knowing that there is no room for development, they have to squeeze into this pattern has been set for the market, which is why bother? Really no chance it? I believe that the opportunity is still there . Do not you see the mobile phone industry, outside of Nokia, Samsung, there are Huawei, ZTE, Lenovo, apples high and low in Shenzhen Huaqiang North cottage version of the pile can be chosen out of the LEI are still a road, millet or let you scream incessantly.

Where is the opportunity? Traditional perspective, diapers should be not much chance, but in the "new normal" to see if you have the eye. If you are discerning, some opportunity: the chance to subvert the industry structure can be, you can be the opportunity to survive in the cracks, which can be the chance of big brands can not do, or the opportunity to see the big sign. Overall, there are at least three major diaper brand visible opportunity.

The first opportunity: market opportunity

According to the survey, in 2014 the market size diapers about 290 billion yuan, compared to the market size of 25 billion yuan in 2013, the year will increase by 16%. More than 15% annual growth rate is expected to increase to maintain at least 5 years.

One reason is the continued growth of the population, the introduction and promotion of consumer spending power, "a separate two-child" policy will undoubtedly become an accelerator in this growing market. In recent years, the birth rate of about 12%. The second reason is that China's market penetration is less than 40%, while the sanitary napkin market penetration will reach 90%. The third reason is now whether in urban or rural areas, as the 80 parents who are willing to use diapers for their children. The fourth reason is the four-tier cities and towns are full of market potential, has long been the major manufacturers already targeting the bull's-eye. More important is the adult diapers the next five to 10 years there will be a substantial growth. This is a very big market dividends, but also a year of dividend growth.

It is no wonder that prices Boss paper diapers a series of overweight. Vinda International Following invested HK $ 123 million by the end of 2010 accounted for 41% of shares after the establishment of Vian clean Holdings, Vinda International in July again this year to HK $ 295 million capital increase to acquire 59% stake in Vian clean. 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. There is Shandong East-two years ago, began to enter the diaper market, and the market response was very good.

The second opportunity: branding opportunities

The most important thing is to make the brand good at grasping the hearts of consumers segment. For consumers, the brand is a feeling that is directly reflected in the psychological feelings. For brands, is to find out the difference between the brand personality. As Wong Lo Kat was to "prevent lit", "six walnut" shouted the brain. However, we take a look at diapers segment in this area is not obvious. Almost everyone is on the function plays the "softness, breathability, dryness, quick absorption" This unity brand, there are few unique features.

In fact, from the function, we can learn more at the place of "safety, comfort, convenience, environmental protection, health," these consumer concerns to think subdivided into place. Brand positioning mainly cotton era "cotton" segment on the raw material, as its brand name, the material must use cotton, cotton means baby skin care, cotton also means and other brands of the materials segment. Commendable is under "double eleven", the electricity supplier overall return rate of up to 20% of the background, cotton era more than 1800 million in sales, but few have returned. The reason? The reason lies in its brand positioning, brand positioning, product quality, consumer mind on an intricately interlinked.

Branding can also segment on consumer sentiment, for example, we can fight the mental emotional card buyers, buyers can be divided into the mother or father of a license plate; buyers can be divided into age card, care card. Users can also play on the emotional mind card, the user is usually divided into boys card, girl cards, or cards into babies, toddlers card. In fact, the idea is the most emotionally can be referenced. Fujian bird's is a typical example: "genius first step, bird's diapers." Advertising by Chinese people hopeful mindset sharply place to consumer's hearts.

The third opportunity: mobile Internet opportunities

Mobile Internet era, almost all industries have subversive possible, we do not see who is our real competitors. It's because of this chaos, our industry have the opportunity to become a hero of the wilderness. Countless small brand in the mobile Internet generated growth. A brand's growth in the past decade after decade may need to create a national brand, but the Internet may only need 3-5 years to be able to build out the brand.

In the rapid development of the Internet's dazzling, we could see what a miracle created by the possibility of any person, any business, in any industry has been subverted, on the contrary, any person, any business in any industry and have the opportunity to stand up and stand out. What opportunities? Opportunities in China's huge population market opportunities in the individual needs, this can create opportunities for countless miracles on the Internet.