The rise of domestic baby diapers, the momentum is strong!

"Which one will you choose between domestic diapers and foreign diapers?" "Do you have to buy expensive diapers?" ... On the social platform, baby diaper products have become one of the topics that treasure mothers enjoy talking about.
Under the influence of the three-child policy, the maternal and child market has become a red sea. Public data show that in 2021, China's birth population reached 10.62 million, the birth rate is 7.52‰, and it is expected that the market size of China's maternal and infant industry will exceed 7.6 trillion yuan in 2024.
Under the large and very attractive figures, baby diapers have become a "military battleground" for major brands. As an "imported product", the domestic diaper market has been dominated by foreign brands, and with the technological research and development of domestic diaper brands in recent years, more and more "cost-effective" domestic diapers have become the first choice for consumers to buy, and some brands even surpassed foreign brands in research and development technology.
Many interviewed experts said in an interview with a reporter from the future network that the rise of domestic diaper brands has become an inevitable trend.
Men compete in the baby diaper market
The origin of diapers can be traced back to the 1960s. In 1961, the global daily chemical giant Procter & Gamble launched the first baby diaper, and was named "one of the 100 greatest inventions of the 20th century" by Time magazine.

By the 1990s, diapers entered the Chinese market as imported products, and the Japanese Kao diapers were the first to occupy the Chinese diaper market. Later, Kimberly-Clark, Procter & Gamble and other world health product giants also launched Huggies and Pampers in China.

With the opening of the baby diaper market in China, in 1996, Hengan Group, a domestic manufacturer of household paper and maternal and child hygiene products, launched its own diaper brand - An Erle. Since then, domestic diaper brands such as Finch's, Dad's choice, Daddy Baby, Beijing Tokyo Manufacturing, Yi Baby flocked into the game.
Wang Shengdi, CEO of Dad's choice, said in an interview with a future network reporter that "in recent years, the domestic players entering the baby diaper market can be roughly divided into two categories, one is the diaper OEM to its own brand, and the other is the gradual development of offline diaper production factories by Internet sales enterprises."
Wang Shengdi pointed out that behind the continuous entry of domestic diaper brands, some enterprises also have a certain technical basis and advantages. "Domestic diaper manufacturers have a certain technical basis in the production process and formula research and development, process equipment is gradually maturing, formula is constantly innovating, and the insight of domestic consumers is significantly higher than that of foreign brands."
At the same time, under the influence of the domestic three-child policy, the maternal and child market has ushered in unprecedented development opportunities.
The "2022-2027 diaper market investment Prospect Analysis and supply and demand pattern research Forecast Report" released by the Research Institute of Puhua Industry in August this year shows that the market size of China's baby diapers in 2021 is 53 billion yuan, and the market size of China's baby diapers is expected to reach 55.5 billion yuan in 2022.
In this context, domestic medical and health enterprises and milk powder enterprises are also eyeing this "big cake". In recent years, Tongrentang, Qianjin Pharmaceutical, Beingmei, Biostime, etc., have been exposed to the cross-border layout of baby diaper products. Enterprise check data shows that as of now, there are more than 2,700 enterprises involved in the baby diaper business in China.
"In recent years, the competition in the daily chemical industry is very fierce. Diapers as a necessary product for newborn families, the demand is huge, but also there is a large profit space, which is an important reason for the continuous influx of domestic and foreign enterprises, and even cross-border layout." Strategic positioning experts, nine de positioning consulting company founder Xu Xiongjun in an interview with the future network reporter said.
Xu Xiongjun pointed out that the domestic baby diaper market will continue to expand in the future. "With the popularity of baby diapers products, domestic first - and second-tier, third - and fourth-tier cities, and even towns and rural areas, product demand will usher in steady growth."
Domestic diapers are developing rapidly
As the first foreign brands to make efforts in the Chinese market, Kao, Pampers and Huggies have long been in the leading position in product research and development, manufacturing and other aspects by virtue of their brand influence and technological accumulation advantages, occupying a high market share.
In recent years, with the rapid development of domestic diaper brands, the gap between domestic and foreign diaper products in basic performance such as comfort, permeability, water absorption, and anti-seepage has gradually narrowed, and some brands have even surpassed foreign brands in research and development technology.
As early as 2018, the Shanxi Consumers Association issued a consumer warning that "in the field of domestic diaper consumption, imported diapers occupy more than half of the market share, and have an absolute advantage." However, with the progress of domestic technology and more and more stringent product standards, the production equipment and raw materials of regular infant diapers manufacturers are almost the same, and the advantages are obvious in terms of product cost performance. Therefore, when purchasing diapers, do not blindly pursue foreign brands or high-priced products.