Diapers are the first choice for e-commerce maternal and child promotion

(1) Foreign brands

Compared with other industries, the total capacity of the diaper and diaper market is relatively small at this stage, and the competition in the industry is fierce. At present, the brand structure of the domestic baby diaper market has basically taken shape. Several leading companies with capital R&D advantages control most of the market share, while the competition among small and medium-sized manufacturers in the mid-to-low-end market is becoming more and more fierce, and the survival status is not optimistic.

In the 'China Diaper Brand Reputation Research Report' released by the China Statistical Information Service Center (CSISC) in the first half of 2015, Kao, Pampers and Huggies ranked the top three foreign brands. (The 'Report' studies 20 diaper brands that are active in online sales)

(2) Price war

Diapers are the first choice for promotion of e-commerce maternity and baby products. On the one hand, because diapers are one of the largest consumables in the maternal and infant category, consumers purchase them frequently. On the other hand, overseas direct mail and domestic bonded cross-border e-commerce have become a powerful supply chain system. The long-term price war will compress the profit margins of diaper companies.

(3) Counterfeit and shoddy

While the development of e-commerce has changed people's traditional consumption habits, it has also exposed many problems, the first of which is counterfeit and shoddy products. In July 2015, Consumers Associations (Consumer Committees, Consumer Protection Committees) in 19 cities including Beijing, Shanghai, and Guangzhou, and China Consumer News jointly released the 'Investigation Report on Consumer Behavior of Baby Diapers'. The report shows that online shopping has become an important channel for the sales of baby diapers, but more than 50% of consumers have bought fake and shoddy products. In addition, the problem of after-sales service is also very difficult. 31.22% of the respondents said that they have encountered the problem of poor after-sales service, and 29.80% of the respondents have encountered the problem of lost packages.