Project Background

妇女卫生巾是女性生理期间必需的消费品，市场需求巨大。2020年，全球女性卫生巾行业市场规模为370Billions of dollars, expected2026The year will reach454亿美元。中国作为全球最大的妇女卫生巾消费国，市场规模和美国相当，但渗透率仍有提升空间。2020In, the market size of women's sanitary napkins in China was613亿元，渗透率为90%。

Customer pain points

某国际知名快消品公司（以下简称客户）拥有多个著名的女性卫生用品品牌，在全球多个国家和地区拥有较高的市场份额和品牌影响力。客户希望进入中国妇女卫生巾市场，与国内主流品牌展开竞争，抢占市场份额和消费者心智。然而，客户面临以下几个方面的挑战：

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.

研究中国妇女卫生巾市场的竞争格局、主要品牌、产品特点和定位。

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

制定中国妇女卫生巾市场的进入策略、目标市场、产品组合、渠道选择和营销方案。

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.

现场考察：考察中国妇女卫生巾市场的主要城市和地区，包括北京、上海、广州、深圳等，共计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.

中国妇女卫生巾市场细分：分析中国妇女卫生巾市场的细分领域，包括片状卫生巾、护垫和卫生棉条等，以及各细分领域的市场规模、增长率、渗透率等。

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.

中国妇女卫生巾竞争格局分析：分析中国妇女卫生巾市场的竞争格局，包括竞争程度、竞争策略、竞争优势等，以及主要品牌的介绍，包括品牌名称、品牌定位、品牌形象、品牌产品、品牌市场份额等。

中国妇女卫生巾渠道分析：分析中国妇女卫生巾市场的渠道特点，包括渠道类型、渠道分布、渠道效率等，以及主要渠道的介绍，包括线下渠道（如大型超市、传统杂货零售商和KA大卖场等）和线上渠道（如电商平台、直播电商、社交电商等）。

中国妇女卫生巾市场进入策略：根据以上分析结果，制定客户进入中国妇女卫生巾市场的策略建议，包括目标市场的选择（如地域划分、细分领域划分等）、产品组合的确定（如产品类型、产品特点、产品定价等）、

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

通过尚普的市场进入咨询项目，客户可以：

充分了解中国妇女卫生巾行业的发展现状和未来趋势，把握市场机会和挑战，为进入市场做好充分的准备。

深入分析中国妇女卫生巾市场的细分领域和消费者需求，找到最适合客户的目标市场和产品组合，提高市场匹配度和竞争力。

系统研究中国妇女卫生巾市场的竞争格局和渠道特点，制定有效的竞争策略和渠道选择，优化资源配置和成本控制。

创新设计中国妇女卫生巾市场的营销方案，采用多种营销手段，提升品牌知名度和美誉度，增加市场份额和消费者忠诚度。