Project Background

Women's sanitary napkin is a necessary consumer product during women's physiological period, and the market demand is huge.2020In 2012, the global feminine sanitary napkin industry market size was370Billions of dollars, expected2026The year will reach454Billions of dollars. As the world's largest consumer of women's sanitary napkins, China's market size is comparable to that of the United States, but there is still room for improvement in penetration.2020In, the market size of women's sanitary napkins in China was613billion, with a penetration rate90%。

Customer pain points

An internationally renowned FMCI company (hereinafter referred to as customers) has a number of well-known feminine hygiene products brands, and has a high market share and brand influence in many countries and regions around the world. Customers hope to enter the Chinese women's sanitary napkin market, compete with domestic mainstream brands, and seize market share and consumer minds. However, customers face the following challenges:

Chinese women's sanitary napkin market competition is fierce, many domestic and foreign brands, consumer brand loyalty is not high, vulnerable to price, promotion, word-of-mouth and other factors.

The Chinese women's sanitary napkin market is segmented and diverse. Products can be divided into different types according to the use stage, day and night use, and surface materials. Consumers' needs and preferences for products are also different.

China's women's sanitary napkin market channels are complex, offline channels to large supermarkets, traditional grocery retailers and.KAHypermarkets, online channels to e-commerce platform, live e-commerce, social e-commerce and other main, channel costs are higher.

The Chinese women's sanitary napkin market is affected by policy, culture, and social factors, such as the family planning policy, the two-child policy, the imbalance of gender ratio, and the improvement of women's status.

Project Purpose

20237In January, the client commissioned Shangpu Consulting Company (hereinafter referred to as Shangpu) to conduct a market entry consulting project for the Chinese women's sanitary napkin industry, hoping to obtain the following purposes through Shangpu's professional services:

To understand the development status, trends, opportunities and challenges of women's sanitary napkin industry in China.

Analysis of the Chinese women's sanitary napkin market segments, consumer portraits, purchase behavior and preferences.

To study the competition pattern, main brands, product characteristics and positioning of Chinese women's sanitary napkin market.

Exploring the channel characteristics, distribution and efficiency of the Chinese women's sanitary napkin market.

Formulate the entry strategy, target market, product mix, channel selection and marketing plan for the Chinese women's sanitary napkin market.

Research object

To accomplish the project's objectives, Champ used a variety of research methods, including:

Literature analysis: Collect and analyze relevant industry reports, policy documents, media reports, expert papers, etc., and obtain macro data and information of China's women's sanitary napkin industry.

In-depth interviews: interviews with relevant people in the Chinese women's sanitary napkin industry, including industry associations, experts and scholars, brand representatives, distributors, consumers, etc.50People, access to Chinese women's sanitary napkin market first-hand data and information.

On-site inspection: inspect the main cities and regions of China's women's sanitary napkin market, including Beijing, Shanghai, Guangzhou, Shenzhen, etc.10Cities, observe and analyze the actual situation of China's women's sanitary napkin market and consumer feedback.

Project Content

According to the purpose of the project and the research object, Shang Pu conducted a comprehensive and in-depth analysis of China's women's sanitary napkin industry, the main contents include:

The current situation of China's women's sanitary napkin industry: this paper introduces the development history, scale, structure, characteristics and influencing factors of China's women's sanitary napkin industry.

China's women's sanitary napkin market segmentation: analysis of China's women's sanitary napkin market segments, including sheet sanitary napkins, pads and tampons, as well as the market size, growth rate, penetration rate, etc. of each segment.

Analysis of Chinese women's sanitary napkin consumers: analyze the portraits of Chinese women's sanitary napkin consumers, including age group, income level, education level, occupation type, etc., as well as consumers' purchase behavior and preferences, including purchase channels, purchase frequency, purchase volume, purchase motivation, purchase criteria, etc.

Analysis of the competition pattern of Chinese women's sanitary napkins: Analysis of the competition pattern of Chinese women's sanitary napkins market, including the degree of competition, competitive strategy, competitive advantage, etc., as well as the introduction of major brands, including brand name, brand positioning, brand image, brand products, brand market share Wait.

Chinese women's sanitary napkin channel analysis: analysis of the channel characteristics of the Chinese women's sanitary napkin market, including channel types, channel distribution, channel efficiency, etc., as well as the introduction of major channels, including offline channels (such as large supermarkets, traditional grocery retailers andKAhypermarkets, etc.) and online channels (e. g. e-commerce platforms, live e-commerce, social e-commerce, etc.).

China women's sanitary napkin market entry strategy: Based on the above analysis results, formulate strategic recommendations for customers to enter the Chinese women's sanitary napkin market, including the choice of target markets (e. g., geographical division, segmentation, etc.), product mix determination (e. g. product type, product characteristics, product pricing, etc.),

Channel selection decisions (e. g., channel type, channel collaboration, channel management, etc.),

The development of marketing programs (e. g. marketing objectives, marketing strategies, marketing tools, etc.).

Project Value

Through Champ's market access consulting program, clients can:

Fully understand the development status and future trends of China's women's sanitary napkin industry, grasp market opportunities and challenges, and make full preparations for entering the market.

In-depth analysis of the Chinese women's sanitary napkin market segments and consumer demand, to find the most suitable target market and product mix for customers, improve market matching and competitiveness.

Systemically study the competition pattern and channel characteristics of China's women's sanitary napkin market, formulate effective competition strategies and channel selection, optimize resource allocation and cost control.

Innovative design of China's women's sanitary napkin market marketing program, the use of a variety of marketing means to enhance brand awareness and reputation, increase market share and consumer loyalty.