Project Background

Tissue paper refers to all kinds of paper products used in daily life, such as sanitary roll paper, facial tissue, handkerchief paper, napkin, kitchen tissue, toilet paper and so on. In recent years, with the improvement of the living standards of Chinese residents, the consumption of household paper has shown a steady growth trend.2022In, China's household paper consumption reached1321Ten thousand tons, year-on-year growth10.7%. However, compared with the situation in developed countries, there is still much room for improvement in China's per capita household paper. At present, Sweden, the United States and other developed countries per capita annual living paper in20kgAbove, and the same in East Asia, Japan, South Korea per capita annual household paper is also in.15kgabove, while China's per capita annual living paper is only8.2kg。

Shangpu Consulting is a company specializing in industrial market research and consulting services, with many years of industry experience and professional team. Shangpu Consulting hopes to provide customers with valuable market insights and competitive strategies through in-depth research and analysis of the tissue paper industry, and help customers gain an advantage in the fierce market competition.

Customer pain points

Shangpu Consulting's client is a household paper manufacturer located in Guangdong Province, which mainly produces sanitary rolls and facial tissues. The enterprise faces the following problems:

The competition in the household paper industry is fierce, the market concentration is low, and the brand recognition is not high.

The household paper industry is greatly affected by raw material price fluctuations, environmental protection policies, changes in consumer demand and other factors, and the market risk is high.

The tissue paper industry has problems such as serious product homogeneity, insufficient innovation ability, and single marketing method, and lacks differentiated competitive advantages.

The household paper industry needs to adapt to consumption upgrades and new consumption trends, and open up new market space and growth points.

Project Purpose

20236In January, in order to help customers solve the above problems, Shangpu Consulting conducted a market research and competitive strategy analysis project for the household paper industry, with the aim of achieving the following objectives:

Understand the overall development status and future trends of the tissue industry, including market size, production capacity, output, consumption, import and export, product structure, price changes, etc.

Analyze the market demand characteristics and consumer preferences of the tissue industry, including consumption scenarios, consumption motivations, consumption habits, and consumer demand.

Study the competitive landscape and main competitors of the tissue industry, including market share, brand image, product quality, marketing strategy, innovation ability, etc.

Propose competitive strategies for customers, including product positioning, branding, channel expansion, marketing innovation, and differentiated competition.

Research object

Using a variety of research methods, including literature analysis, web data mining, expert interviews, and consumer questionnaires, Shangpu Consulting conducted a survey of the following subjects:

The relevant policies and regulations, industry standards, industry associations, etc. of the household paper industry.

Major producers and brands in the household paper industry, total20Home, including Heng'an International, Vida International, Golden Red Leaf Group, Zhongshun Jieju and so on.

Major distributors and retailers in the tissue industry, total30Home, including RT Mart, Wal-Mart, Jingdong, Tmall, etc.

End consumers in the tissue industry, total1000People, according to region, age, gender, income, etc. were stratified.

Project Content

Based on the results of the survey, Shangpu Consulting conducted a comprehensive market analysis and competitive strategy formulation for the household paper industry, the main contents of which are as follows:

Market Analysis

Market demand:2022In, China's household paper consumption, toilet paper accounted51.0%, facial tissue accounts32.6%, the proportion of handsheet paper4.6%, napkin accounts3.9%, kitchen paper towels accounted1.3%, toilet paper5.2%, the proportion of absorbent liner paper for sanitary products.1.4%. From the point of view of consumption, household paper is mainly used in families, hotel catering, medical and health and other fields. From the perspective of consumption motivation, tissue paper mainly meets the needs of consumers such as cleanliness, comfort, and personality expression. From the perspective of consumption habits, the frequency and quantity of tissue paper are affected by consumers' health awareness, environmental awareness, brand awareness and other factors. From the perspective of consumer demand, the quality requirements of household paper are getting higher and higher, and consumers pay more attention to product safety, softness, water absorption and other performance indicators. At the same time, consumers also pursue more product diversity and personalization, and have higher expectations for product design, packaging form, functional innovation and so on.

Market trends: In the future, the tissue paper industry will face the following development trends:

Consumption upgrade: With the improvement of my country's residents' income level and consumption power, as well as the liberalization of the two-child policy, the per capita consumption of household paper will have greater room for improvement. At the same time, consumers' requirements for the quality and function of household paper will continue to improve, and high-end, environmentally friendly and personalized products will be more favored.

Technological innovation: The household paper industry needs to continuously strengthen technological innovation, improve product performance and quality, and meet the diversified needs of consumers. For example, the use of new fiber materials, additives, surface treatment and other technologies to improve product softness, water absorption, antibacterial properties, etc.; the use of intelligent, digital, networked and other technologies to achieve product traceability, customization, interaction and so on.

Environmental protection concept: the household paper industry needs to actively respond to the national environmental protection policy, strengthen energy conservation and emission reduction, recycling, waste treatment and other aspects of work, reduce the impact on the environment. At the same time, the tissue industry also needs to advocate green consumption, promote the use of degradable, recyclable, renewable and other environmentally friendly products, and improve consumers' environmental awareness and sense of responsibility.

Brand competition: The current market concentration of the household paper industry is low, brand awareness is not high, and product homogeneity is serious. In the future, the tissue industry will face more intense brand competition, and it is necessary to strengthen brand building and marketing innovation, enhance brand influence and loyalty, and form a differentiated competitive advantage.

competitive strategy

Based on the results of the market analysis, Champu Consulting has proposed the following competitive strategies for its clients:

Product positioning: customers should be clear about their target market and target consumers, according to different market segments and consumer needs, design products that meet their characteristics and preferences. For example, for the high-end market and consumers who pursue quality life, high-end products with excellent properties such as softness, water absorption and antibacterial properties can be launched; for the middle and low-end market and consumers who pay attention to cost performance, economical products with stable quality and reasonable price can be launched; for the young market and consumers who pursue personalization, Personalized products with fashion design and functional innovation can be launched.

Brand building: customers should establish their own brand image and brand values, and enhance their recognition and reputation in the minds of consumers through effective brand communication and promotion. For example, you can use emerging channels such as online media, social platforms, and self-media to conduct content marketing, word-of-mouth marketing, community marketing, etc., to establish interaction and trust with consumers; you can use traditional channels such as TV advertising, outdoor advertising, and public welfare activities., To carry out image promotion, emotional communication, social responsibility and other methods to establish identity and feelings with consumers.

Channel expansion: customers should expand their sales channels and coverage, through a diversified combination of channels and cooperation models, to enhance their market share and competitiveness. For example, it is possible to strengthen cooperation with existing channels such as large supermarket chains, convenience stores, and specialty stores to improve product display and sales efficiency; it can develop cooperation with emerging channels such as e-commerce platforms, social e-commerce, and live e-commerce to improve Product exposure and conversion rate; you can explore cooperation with potential channels such as hotel catering, medical and health, enterprises and institutions to improve product application scenarios and value-added services.

Marketing innovation: Customers should innovate their own marketing methods and means to improve their product sales and profit margins through targeted marketing activities and strategies. For example, according to different festivals, seasons, themes, etc., promotional activities, gift activities, joint activities, etc., can be carried out to stimulate consumers' desire and behavior; personalized recommend and customization can be carried out according to different consumer characteristics and preferences. Customized services, membership systems and other methods to increase consumer stickiness and loyalty; according to different market changes and competition conditions, price adjustment, bundled sales, cross-border cooperation and other ways to enhance their market competitiveness.

Project Value

Through market research and competitive strategy analysis projects in the household paper industry, Shangpu Consulting provides customers with the following values:

It provides customers with a comprehensive and in-depth market analysis report on the tissue industry, helping customers understand the development status and future trends of the industry, and grasp the opportunities and challenges of the market.

It provides customers with targeted and practical competitive strategy suggestions to help customers optimize product positioning, brand building, channel expansion, marketing innovation, etc., and enhance their market competitiveness and profitability.

Provide customers with continuous and professional consulting services to help customers implement competitive strategies, and make timely adjustments and optimizations based on market feedback and data evaluation to ensure the effectiveness and benefits of the project.

Through this project case, Shangpu Consulting has demonstrated its professional ability and rich experience in the field of industrial market research, and provided customers with high-quality and efficient consulting services. Champu Consulting looks forward to establishing long-term and stable cooperative relations with more customers to jointly promote the development and progress of the industrial market research field.