The main reason for the decline in diaper sales
There are five main reasons for the decline in the sales of diapers: ①Decrease in demand. According to the National Health Commission, the number of births in 2018 was 15.23 million, and the proportion of second children remained at about 50%. It is worth noting that in 2017, the number of births in my country was 17.23 million, which means that under the background of the full implementation of the second-child policy in my country, the population is still showing a downward trend, which also brings economic and development to the maternal and infant industry deep influence. ② Production capacity is greater than sales volume. Since the expansion of the second-child policy, a large number of players have begun to flood into the diaper market. Local and foreign brands are fighting each other, which is accompanied by serious overcapacity. Although the adjustment cycle of diapers in the market is shorter and more flexible, fierce market competition accompanied by overcapacity still makes many players unable to play. ③Serious homogeneity. Although there are many brands of diapers, the high overlap of SKU makes the product properties highly overlap. Except for price wars and quality assurance, no one can tell a new story. From the perspective of the consumer side, consumers have passively entered the vicious circle of 'buying, buying but not being fresh'. ④ Frequent price wars. In the past ten years, the competition of diapers has never stopped. With more and more entrants, frequent price wars among domestic diapers have lowered the overall retail sales of my country's diaper market. ⑤ The price is transparent. As a currency, the market price of diapers has always been transparent, so it can be said that almost no money is made. It is worth noting that from last year to this year, it can be clearly seen that the number of new players joining the diaper industry has gradually decreased, even close to none. This also means that the diaper industry has entered a period of accelerated reshuffle. With the survival of the fittest, the number of players will decrease and the industry concentration will increase. Previous: Diapers are the first choice for e-commerce maternal and child product promotion Next: Demand for adult diapers is forming