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Xiamen Heyue Century New Material Co., Ltd.
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Import diapers was "made in China" crisis |
Public date:2016-1-20 Hits：2822 |
Choose cost and sales
Although the Japanese diapers seem very popular in China, but in China, the factory operating rate fell lead to reduced profits, so that Japanese companies are always in the tangle.
In fact, for foreign brands, prices of raw materials, production equipment, research and development costs, channel costs and so will affect the cost of production of diapers. For foreign brands, high logistics and transport costs can account for as much as four percent of the total cost, if the investment factories in China, it means that companies can reduce up to 40 percent of transportation costs. That helps explain why the Japanese diapers companies will choose to increase overseas production factories efforts to carry out landing.
Public information, Japan Kao Group in the next 2 - 3 years will invest up to 90 billion yen for infant diapers and other products production. In order to meet market demand and to deal with China buying large quantities of Chinese tourists visiting Japan, Kao diapers and hygiene products will increase production capacity at home and abroad of six factories. The Japanese king diaper business in Jiangsu Oji Paper will also be enhanced infant diaper factory production equipment in the year 2016.
For consumers, the different areas of the same brand diapers reflected in the price is more intuitive. In Kao, for example, on the Lynx website, Kao Shu Miao M codes and baby diapers, origin in Japan specifications for a pack of 64, priced at 120 yuan, equivalent to 1.88 yuan per piece; while in mainland China the same origin diaper brands and models, specifications for a pack of 80, priced at 119 yuan, equivalent to 1.49 yuan per piece long.
In addition, foreign investment in China also often exposed diaper security issues. In May this year, the China Consumer Association released the infant diapers comparative test results showed that the samples of individual brands and models of high moisture values between sample slip infiltration, infiltration of return greater value difference, which Kao wonderful Hefei Co And Shu Merries slip infiltration up to 16 mL, absorb the slowest, may affect the use of infant safety and comfort.
Insiders told the Beijing Daily reporter, in fact, some of the more high-end diaper brand in Japan when domestic production is the production line 45 years ago, while domestic manufacturers may use the latest production line, the production process is concerned, Many domestic manufacturers are also an advantage. But for now, people for the "Made in China" in the industry are frequent quality problems deeply concerned, which also contributed to the middle class as the leading underlying causes of young mothers keen to buy imported foreign diapers.
Daily chemical industry angel investors summer analysis, told reporters, foreign brands think the key diaper market foothold in China is still the brand and capital advantages, maintain a sense of high-end brands is the key.
Differentiation crack acclimatized
According to the US company's MPE is expected to 2017, China diaper market will expand to 120 billion yuan, settled in the Chinese market, foreign brands will reach 200.
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%. Among them, Kimberly-Clark's "curious" Procter & Gamble "Pampers", Unicharm's "Mummy Baby", Kao's "Merries" top, Unicharm 2013 in the Chinese market accounted for 15 diapers % share, second only to the market share accounted for more than 30 percent of the US Procter & Gamble. While domestic enterprises, only Heng's "children music," ranked quite early, high visibility, but compared with foreign giants, its market share is only about 10%, the market competitiveness to be improved.
Industry professionals said that as Chinese consumers are increasingly demanding high-quality foreign brands want to have absolute market share in the diaper market, we must always stand "pyramid", the "foreign diapers popular , a reflection of the national escalating consumer demand and overall low-cost Chinese manufacturing quality is not high conflict between. Therefore, the subject of foreign diaper paste behavior in China, in fact, reduce the hearts of Chinese consumers for high quality products demand and a sense of luxury. "
In the industry view, Unicharm very early in the emerging Chinese market to build a production system. Compared to other well-capitalized competitors, this enterprise through flexible investment products to fit local needs to improve the market share.
In order to increase the production of Chinese consumers for China's trust Unicharm diapers, Unicharm launched in September this year, "Chao Bao-type" diapers, the differentiated products are all manufactured in China local factories. Unicharm said looking forward to the new, wish to observe the launch of new products in China sales. This differentiation strategy, the industry seems, may well be a good way to complement each other with overseas factories. After all, expand market share and increase profitability in terms of strengthening the low production cost of overseas local production will be indispensable, foreign-funded enterprises can not have been barricaded in a paradox in the dessert.
But at the same time, as the market went personalized custom, age consumption spheres, who can grasp the pain points of consumers, who will have the last laugh. So, market segments delineated, targeted promotion of new, superior product performance, quality and stability, will be more important than the overseas factories, the key Chinese market, foreign companies winning future. |
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