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2024-07-26 16:08:17 Source: Champu Consulting Visits:0
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。
尚普咨询公司是一家专业从事工业市场研究和咨询服务的公司,拥有多年的行业经验和专业团队。尚普咨询公司希望通过对生活用纸行业的深入调研和分析,为客户提供有价值的市场洞察和竞争策略,帮助客户在激烈的市场竞争中获得优势。
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:
生活用纸行业竞争激烈,市场集中度较低,品牌认知度不高。
生活用纸行业受原材料价格波动、环保政策、消费者需求变化等因素影响较大,市场风险较高。
The tissue paper industry has problems such as serious product homogeneity, insufficient innovation ability, and single marketing method, and lacks differentiated competitive advantages.
生活用纸行业需要适应消费升级和新消费趋势,开拓新的市场空间和增长点。
Project Purpose
20236月,为了帮助客户解决上述问题,尚普咨询公司开展了生活用纸行业市场调研与竞争策略分析项目,旨在实现以下目的:
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
尚普咨询公司采用多种调研方法,包括文献资料分析、网络数据挖掘、专家访谈、消费者问卷调查等,对以下对象进行了调研:
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.
生活用纸行业的主要分销商和零售商,共计30家,包括大润发、沃尔玛、京东、天猫等。
生活用纸行业的终端消费者,共计1000People, 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
市场需求: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
尚普咨询公司通过对生活用纸行业的市场调研与竞争策略分析项目,为客户提供了以下价值:
为客户提供了生活用纸行业的全面而深入的市场分析报告,帮助客户了解行业的发展现状和未来趋势,把握市场的机遇和挑战。
为客户提供了针对性而实用的竞争策略建议,帮助客户优化产品定位、品牌塑造、渠道拓展、营销创新等方面,提升自己的市场竞争力和盈利能力。
为客户提供了持续而专业的咨询服务,帮助客户实施竞争策略,并根据市场反馈和数据评估,进行及时的调整和优化,确保项目的效果和效益。
尚普咨询公司通过本项目案例,展示了自己在工业市场研究领域的专业能力和丰富经验,为客户提供了高质量和高效率的咨询服务。尚普咨询公司期待与更多的客户建立长期而稳定的合作关系,共同促进工业市场研究领域的发展和进步。
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