Deng Pan, chairman and CEO of Guizhou Kabu Baby and Child Products Co., LTD., reviewed 2023

2023 was a challenging year for the household paper and hygiene products industry, as well as a year of industry insight and innovation. In 2023, the biggest feeling for the development of the entire industry is to reshape cognition.

First, the shrinkage of the total market capacity is an inevitable trend, the total birth population in the next three years is about 25 million to 28 million. But the baby diaper market penetration continues to increase, the use cycle is extended, the total market capacity has not shrunk so much.

Second, the brand concentration will be higher and higher, the pattern of channel differentiation has basically formed, and the integration and acquisition framework of the offline head retail system has basically taken shape. The pattern of brand segmentation formed by online traffic concentration has also basically taken shape. The market increment of the brand can only seek new development opportunities through category innovation and model innovation.

Third, the current user group has been basically 90, 95, 00 post-generation, is accompanied by the Internet, e-commerce growth generation, and many enterprises rely on 70, 80 post-generation consumers grew up. Enterprises need to re-understand the user (buying behavior, buying mentality, buying habits).

Fourth, some good brands in the past do not mean that they are doing well now, some new brand growth models need more research, keep pace with the times, we need to learn more humble than before.