Judging from the channel, in a second-tier cities, mainly in the field of super store channels, consumers prefer Pampers, Kao, curious and other foreign brands, and in the four-tier cities, especially in maternal and child shop channel, bird's, infant Shu Bao and other local brands more competitive.

Diapers Since the 1990s, introduced by the world's largest consumer products company Procter & Gamble (PG.NYSE), China is becoming the world's largest diaper market. Currently, Kao wonderful and comfortable, Procter & Gamble Pampers, Kimberly curious, Mommy Baby and other famous international brands and bird's, infants Whisper, family baby, daddy baby, cute baby, baby palms, grass and times of health, hope baby and other local regional brands are involved in the market to compete.

Euromonitor International (Euromonitor) is expected between 2010 to 2017, the size of China, the world's largest diaper market will nearly double from 20 billion yuan (about 3.3 billion US dollars) increased to 57 billion yuan.

But China diaper market is highly concentrated, the top ten brands accounted for 85% of sales, imports diapers have occupied half of the market for baby diapers, baby diapers in the high-end market, import diapers is accounted for 80% share of absolute advantage.

Judging from the channel, in a second-tier cities, mainly in the field of super store channels, consumers prefer Pampers, Kao, curious and other foreign brands, and in the four-tier cities, especially in maternal and child shop channel, bird's, infant Shu Bao and other local brands more competitive. Although the new field of electronic business channel for improving the diaper brand awareness and visibility play an important role, and in the largest-selling diaper Lynx platform, local brands such as Ann children happy, infant Shu Bao, bird's, family baby, baby snoring, Phoebe, also often occupy the top ten sales position, but with the top position in international brand wonderful and comfortable and Pampers, etc. compared to total sales there is still a gap.

Comparison of local and international competitors diaper brand, a baby insiders told the "First Financial Daily" reporters, although in recent years the rapid growth of local brands, but foreign investment in the layout, marketing and promotion, etc., surpassed one chip; technical threshold diapers is not high, the quality of local brands are also rapidly increasing. In terms of R & D in the amount of water absorption of domestic diapers, anti-faults and other indicators comparable with multinational brands, but many Chinese consumers buy psychologically still think foreign products than domestic products of good quality, more secure.

It is worth noting that in recent years some foreign brands through a variety of ways to lower-tier cities deep maternal stores channel. Such as Kao entered the Chinese market in 1993, but then was not successful expansion of its difficulty in China is to build one of the largest sales network. "We need a large network of wholesalers and retailers, but to rely on our own strength is more difficult to develop these cities." China, a top executive told reporters, he said Kao, Kao's goal is to sell 650 cities in China, Kao enter China after 17 years only to develop a sales network in 90 cities, far from the target.

November 2011, Kao sales reached a cooperation agreement with Shanghai Jahwa, which officially made by Kao Chinese exclusive agent. Kao hoping Jahwa strong channel resources and to accurately grasp the domestic consumer groups, in all directions to open the Chinese market. According to informed sources, by Jahwa agency, Kao-depth China low-tier cities, with sales more than doubling.

Nevertheless, Xu consistent Mintel (Mintel) Research Director China believes that multinational companies can not monopolize the Chinese market, because today's consumers are faced with the choice of products more than ever before, such as pull-up diapers, the distinction between boys and girls of diapers and adult diapers, are relatively popular on the market of new products.

R & D and production of "excellent" products, homemade diaper manufacturer is at the heart of future development. The past two years, on the one hand, Chinese enterprises have diapers in research and development, such as the baby started to develop through urine determines the health of the "smart" diapers, diapers and other new products and insect repellent; on the other hand, Fujian, diaper manufacturers began to take selection of the world's top raw materials, replacement of the world's most advanced automated production lines diapers, access to world-tier suppliers of raw materials and other measures to improve the quality of diaper products.

China's economic development since the regional imbalance and complex and diverse characteristics of the market, local manufacturers should also be reasonable diaper brand and channel targeting, the limited resources to the most effective channels for their own, the key channels intensive market can make a difference breakthrough. In addition, most Chinese mothers believe that foreign products than domestic products is good, local brands may also be necessary to change the concept of consumer education.

Currently, the UK and the US baby diapers usage respectively 95% and 80%. The Chinese city of diapers penetration rate of 92%, but still less than 10 percent in rural areas, can be expected, Chinese baby diaper market potential will be gradually expanded.