一場海淘稅制改革,給炙手可熱的跨境電商平臺踩了一腳剎車,而依托“紙尿褲”打出了一片天地的母嬰電商極有可能成為最先從風口掉下來的“豬”。“做母嬰電商,一個必須要做的核心爆款就是紙尿褲。消費者只要聽說哪里的‘花王’便宜,就一定會有人來買,這是母嬰電商吸流量的主要手段。去年那場動(dong)輒數億元(yuan)補貼、5億元(yuan)備貨、幾十元(yuan)秒殺(sha)價的“紙尿(niao)褲狂歡節”在今(jin)年沒了蹤影(ying)。而其中包(bao)括(kuo)蜜芽、洋碼頭(tou)、神爸、京東(dong)、考(kao)拉海購在內的參(can)與方,不少如今(jin)已經“生命垂危”,2020年紙尿(niao)褲又會怎(zen)樣(yang)?
紙尿褲市場發展狀況
一、日企當道:2019年中國七大主流電商平臺上,在紙尿褲前十品牌中,日企的銷售額占比遙遙領先,花王、尤妮(ni)佳、大王等品牌及其集團旗下妙而舒、媽咪寶貝等(deng)品牌(pai)一直處(chu)于(yu)中國紙(zhi)(zhi)尿(niao)褲市場的領導(dao)地位。如同對(dui)歐美(mei)嬰幼兒奶粉的熱(re)情一樣,國內(nei)消(xiao)費者(zhe)對(dui)于(yu)日(ri)系(xi)(xi)紙(zhi)(zhi)尿(niao)褲的追捧在線上市場展露無遺(yi)。日(ri)系(xi)(xi)品牌(pai)的暢銷,與其說是(shi)因為(wei)國內(nei)消(xiao)費者(zhe)更相信日(ri)系(xi)(xi)紙(zhi)(zhi)尿(niao)褲的質量,不(bu)如說更相信其背后(hou)所沉淀的幾十年(nian)甚至(zhi)上百(bai)年(nian)積(ji)累的生產技(ji)術、研發水平(ping)和原材料等(deng)。
二、品(pin)(pin)牌(pai)價(jia)(jia)格(ge)走(zou)低:消費者(zhe)易被(bei)低價(jia)(jia)吸引,再加上2018年(nian)紙尿(niao)褲品(pin)(pin)牌(pai)數量(liang)激增,激烈的(de)競爭也導致線上紙尿(niao)褲的(de)價(jia)(jia)格(ge)走(zou)低。具體(ti)到品(pin)(pin)牌(pai)來看(kan),盡(jin)管花(hua)王、好奇(qi)、幫寶適(shi)、媽(ma)咪寶貝等外資品(pin)(pin)牌(pai)的(de)平(ping)(ping)均成交價(jia)(jia)都高于(yu)行業平(ping)(ping)均水平(ping)(ping),但相(xiang)比(bi)2018年(nian),四(si)個品(pin)(pin)牌(pai)的(de)線上均價(jia)(jia)都相(xiang)繼(ji)出現下滑。外資品(pin)(pin)牌(pai)降價(jia)(jia),利(li)好的(de)是(shi)本土(tu)消費者(zhe),然而對單(dan)價(jia)(jia)本就(jiu)不(bu)高的(de)本土(tu)品(pin)(pin)牌(pai)來說,則是(shi)雪上加霜,這將導致本土(tu)品(pin)(pin)牌(pai)在價(jia)(jia)格(ge)走(zou)低過程中失掉更多市場份額。
三、適用(yong)人群更(geng)加細(xi)分(fen)(fen):紙尿(niao)褲在發明(ming)之(zhi)初,并沒(mei)有男女(nv)分(fen)(fen)用(yong)的(de)(de)(de)概(gai)念,隨(sui)著(zhu)用(yong)戶(hu)需(xu)求增(zeng)加,男女(nv)分(fen)(fen)用(yong)的(de)(de)(de)細(xi)分(fen)(fen)產(chan)(chan)(chan)品(pin)(pin)(pin)逐漸推廣開來。雖然市場(chang)上通(tong)用(yong)型(xing)紙尿(niao)褲仍(reng)然占據(ju)絕對主(zhu)流,但2019年男女(nv)寶寶分(fen)(fen)用(yong)產(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)銷(xiao)(xiao)(xiao)售額占比分(fen)(fen)別達到了4.0%和(he)(he)(he)4.3%。隨(sui)著(zhu)細(xi)分(fen)(fen)產(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)概(gai)念普(pu)及,細(xi)分(fen)(fen)產(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)銷(xiao)(xiao)(xiao)售比例將(jiang)進一步增(zeng)加,品(pin)(pin)(pin)牌(pai)商(shang)或銷(xiao)(xiao)(xiao)售商(shang)可以在不同型(xing)號產(chan)(chan)(chan)品(pin)(pin)(pin)和(he)(he)(he)男女(nv)寶寶分(fen)(fen)用(yong)產(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)規劃和(he)(he)(he)采購銷(xiao)(xiao)(xiao)售上多做籌謀。
26.34%(182家) |
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13.17%(91家) |
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16.93%(117家) |
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4.78%(33家) |
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3.18%(22家) |
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3.33%(23家) |
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32.85%(227家) |
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13.17%(91家) |
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2.60%(18家) |
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0.29%(2家) |
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0.87%(6家) |
2021年網(wang)(wang)(wang)站數據(ju)庫共(gong)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)691家(jia)(jia)(jia),其中(zhong)小品牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)占總比最多(duo),達到227家(jia)(jia)(jia),其次為(wei)(wei)(wei)(wei)品牌旗艦店(dian)(dian)(dian)(dian),收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)182家(jia)(jia)(jia),京(jing)東旗艦店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)117家(jia)(jia)(jia),京(jing)東自營(ying)店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)91家(jia)(jia)(jia),品牌特許店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)91家(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)33家(jia)(jia)(jia),蘇(su)寧旗艦店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)23家(jia)(jia)(jia),蘇(su)寧自營(ying)店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)22家(jia)(jia)(jia),京(jing)東特許店(dian)(dian)(dian)(dian)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)18家(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)(jia),唯品會(hui)店(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)2家(jia)(jia)(jia)。
小編認(ren)為(wei),國內紙(zhi)尿(niao)褲(ku)行(xing)業(ye)(ye)魚龍混(hun)(hun)雜的(de)(de)(de)(de)(de)亂象(xiang)猶(you)存,在1200個左右的(de)(de)(de)(de)(de)品(pin)牌(pai)中,有不(bu)少(shao)不(bu)為(wei)消費(fei)者熟(shu)知的(de)(de)(de)(de)(de)品(pin)牌(pai),而這些品(pin)牌(pai)的(de)(de)(de)(de)(de)出現(xian)也造成行(xing)業(ye)(ye)定價機制混(hun)(hun)亂、產品(pin)質量(liang)不(bu)穩定等(deng)諸多(duo)問題(ti)。對于上述行(xing)業(ye)(ye)現(xian)狀,很(hen)多(duo)立志做好(hao)品(pin)牌(pai)的(de)(de)(de)(de)(de)紙(zhi)尿(niao)褲(ku)企業(ye)(ye)應該顯(xian)得(de)更理性,只有回歸產品(pin)本身,提供高質量(liang)的(de)(de)(de)(de)(de)產品(pin)才能獲得(de)消費(fei)者青睞。同時,紙(zhi)尿(niao)褲(ku)行(xing)業(ye)(ye)經過不(bu)斷的(de)(de)(de)(de)(de)洗牌(pai),必(bi)定會走(zou)向成熟(shu)。