Consumer analysis report of sanitary towel industry in China in 2007
In 2005, the total output of female sanitary napkins in China reached 434,300 kiloliters, up 25.4% year-on-year. Realized a profit of 654.38+25.6 million yuan, a year-on-year increase of 58.8%; The tax paid was 654.38+0.207 billion yuan, a year-on-year increase of 30.2%. From June to February, 2006, China imported female sanitary napkins177.82 million liters, with a value of166.96 million US dollars, increasing by 78.6% and 35% respectively over the same period in 2005.
The Ministry of Commerce of China predicts that before 2065,438+00, the domestic output of female sanitary napkins will increase at an annual rate of 65,438+05%, and by 2065,438+00, the output of female sanitary napkins will reach about 800,000 tons, and the import of female sanitary napkins will continue to increase. At the same time, the price of imported wine will drop all the way, and eventually the price of foreign wine will be the same as that of domestic wine.
At the suggestion of the majority of enterprises, in order to fully understand consumers' demand for women's sanitary napkins, as well as consumers' preferences and purchase characteristics, and determine the marketing positioning of enterprise products, the regional marketing department of Beijing Haige Information Consulting Center conducted a questionnaire survey on consumers. In this survey, a total of * * *116,000 questionnaires were distributed, and 90,500 questionnaires were recovered, including 54,000 questionnaires and 49,523 questionnaires in Beijing, Shanghai, Guangzhou, Chengdu, Chongqing, Wuhan, Xi, Shenyang and Nanjing. Other second-and third-tier cities and rural markets * * * distributed 62,000 copies and collected 40,977 questionnaires. After statistical processing and analysis, the survey sample has high representativeness and inferential value.
Research scope:
The main areas involved in the survey are: price, quality, outer packaging, convenience of purchase, high probability of winning the promotion, recommendation by the owner or waiter, etc.
The main brands involved in the survey (in no particular order): Anerle, Hushubao, Jieting, kotex, Shu, Sophie, Rouai, Little Nurse, Motherwort, Secret, Jiarou, Anpeiting, etc.
The regional composition of the survey: municipalities, provincial capitals, suburbs and rural markets.
Purpose of investigation:
The overall purpose of the study is: "to provide useful information for women's sanitary napkin industry (for women's sanitary napkin manufacturers, marketers, distributors and packers), including consumers' attitudes towards women's sanitary napkins, factors affecting consumers' buying behavior, views on external packaging, brand design, prices and appropriate promotion methods."
Research time:
August 20051-July 3, 20061
After preliminary preparation and planning, from September 5 to September 20, 2006, the data were sorted and analyzed, and a report was written. By using the methods of proportional analysis, cross analysis and cluster analysis, the characteristics and consumption behavior of consumer groups are deeply analyzed. The final report was submitted on June 65438+10/October 65438 +00.
Since sanitary napkins entered the China market in 1980s, their convenience and hygiene features have been quickly accepted by many women in China. Data show that the sales of sanitary napkins in China market reached 27 billion yuan only in 200 1 year. However, a large number of facts have proved that it is unsafe to use ordinary sanitary napkins. According to statistics, 38% of healthy women get sick because of using unclean sanitary products, and officials of the World Health Organization even claim that 50% of women in the world suffer from gynecological diseases because of using unclean sanitary products.
China sanitary napkin market has great potential.
According to the population of Beijing and Shanghai, there are at least 7.6 million female sanitary napkin consumers in the daily necessities market. Based on the per capita consumption of 40 yuan/month, the annual consumption of sanitary napkins in these two cities is conservatively estimated to be more than 3.6 billion yuan. From this calculation, Jiangsu's annual consumption of sanitary towel products is at least tens of billions of yuan.
Because sanitary napkins are daily necessities, compared with other commodities, female sanitary napkins are a disposable commodity with relatively stable consumption, and the temptation of this market is not small. So, what is the current situation of the domestic market?
Domestic and international camps
In the domestic female sanitary napkin market, domestic and international brands are naturally divided into two camps because of the different price positioning. In some cities with strong spending power, such as Beijing, Shanghai and Shenzhen, international brands and domestic brands are almost equally divided. However, in some small cities and rural areas, domestic brands of sanitary napkins occupy most of the market.
According to the statistics of China Household Paper Industry Association, the overall sales volume of domestic brands in China is ahead of that of international brands. However, domestic sanitary towel brands are mixed and scattered, and hundreds of manufacturers gather among them, with different production scales. There are only a few well-known sanitary napkins with large sales volume, such as Anerle brand sanitary napkins of Fujian Hengan Group Company. Different from domestic sanitary towel manufacturers, international brands rely on brands to play the market, and those who participate in market division are well-known.
International brand romance of the three kingdoms
Hu of Guangzhou Procter & Gamble (China) Co., Ltd., Sophie of Shanghai Younijia Co., Ltd. and Jiao Shuang of Johnson & Johnson (China) Co., Ltd. are the three pioneers in the sanitary napkin market at present. In addition, Leya of Shanghai Kao and kotex of Beijing Kimberly Personal Hygiene Products Co., Ltd. also have a certain market share.
Because the price difference between international brands is not big, Sophie, Hushubao and Jiaoshuang are all subdividing the market with their own product characteristics and innovation ability. Hushubao has established the image of a high-end brand with a dry net surface, while Sophie has launched a unique series of "three-dimensional protective fences", and the delicate brand has benefited from Johnson & Johnson's reputation of "safe nursing" and established a convenient and hygienic image.