Project background:

Tissue paper refers to paper products used in daily life, such as toilet paper, facial tissue, handkerchief paper, napkin, kitchen tissue 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. In the market segment of China's household paper, at present, the size of sanitary roll paper accounts for the largest proportion,2020Nianda59%, followed by Kleenex,2020The annual scale accounts32%。

Customer pain points:

Shangpu Consulting Company is a company specializing in market research and consulting services, with many years of industry experience and professional team. The client of Shangpu Consulting is a household paper manufacturer, mainly producing sanitary rolls and facial tissues. The company faces the following problems:

The competition in the tissue industry is fierce and there are many brands. Consumers have different needs and preferences for product quality, price, function, environmental protection, etc. How to improve their brand awareness and loyalty?

The tissue industry is affected by raw material price fluctuations, environmental protection policies, epidemic impact and other factors, how to deal with market risks and uncertainties?

The tissue industry has great development potential and space, how to grasp the market opportunities and trends, product innovation and differentiation?

Project purpose:

20235In January, in order to help customers solve the above problems, Shangpu Consulting conducted a market research project for the household paper industry, aiming:

Understand the overall development status, scale, structure, competition pattern and other basic information of the tissue paper industry;

Analysis of market demand characteristics, consumer behavior and preferences, purchase decision factors in the tissue industry;

Explore the market opportunities and challenges, development trends and prospects, innovation direction and mode of tissue paper industry;

Put forward suggestions and plans for the market positioning, product strategy, brand building, marketing promotion and other aspects of the customer's enterprise.

Research object:

The research objects of this project include the following two categories:

Insiders in the tissue industry, including the management, sales and technical personnel of customer enterprises and their benchmark enterprises;

Household paper consumers, including individual or household users in different regions, age groups, income levels, consumption habits and other dimensions.

This project was interviewed.100industry insiders and1000The consumer.

Project Content:

This project mainly uses the following research methods:

Literature analysis: collect and analyze relevant policies and regulations, industry reports, professional journals, news media and other literature materials to obtain the macro background, market overview, development trends and other information of the household paper industry;

Corporate research: conduct in-depth semi-structured research on industry insiders by telephone or face-to-face to obtain information on the internal operations, competitive strategies, and innovative practices of the tissue industry;

Network questionnaire: through the network platform, the structured questionnaire is distributed to consumers to obtain the basic situation, consumption behavior and preference, purchase decision-making factors and other information of the consumer of tissue paper;

Data analysis: the collected literature, research records, questionnaire data, etc. to organize, summarize, analyze, use statistical analysis,SWOTanalysis,PESTanalysis and other methods to extract the key issues and development trends of the live paper industry.

Project Value:

This project provides value to the client enterprise in the following areas:

Help customer enterprises to fully understand the market status and development prospects of the tissue industry, and provide a basis for its long-term strategic planning;

Help customer enterprises to deeply analyze the demand characteristics and preferences of tissue paper consumers, and provide guidance for product innovation and differentiation;

Help customers identify market opportunities and challenges in the tissue industry, and provide support for them to grasp market changes and competitive advantages;

Help customer companies to formulate targeted market positioning, product strategy, brand building, marketing and promotion programs, and provide suggestions for them to increase market share and brand influence.