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(nian)那場(chang)動輒數億(yi)元補貼、5億(yi)元備貨、幾十元秒(miao)殺(sha)價的“紙(zhi)尿(niao)褲狂歡節”在今年(nian)沒了(le)蹤影(ying)。而(er)其中包括(kuo)蜜芽、洋碼頭、神爸、京東、考拉海購在內的參與方，不少如今已(yi)經“生命(ming)垂(chui)危(wei)”，2020年(nian)紙(zhi)尿(niao)褲又會(hui)怎(zen)樣？
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、尤妮佳、大王等品牌及其集團旗下妙而舒、媽咪(mi)寶貝等品牌一直(zhi)處于中國(guo)紙尿褲(ku)市(shi)場的領導地位。如同對歐美(mei)嬰(ying)幼兒奶粉的熱情一樣，國(guo)內消(xiao)(xiao)費者對于日系紙尿褲(ku)的追捧在線(xian)上(shang)(shang)市(shi)場展露無遺。日系品牌的暢銷，與其(qi)說是因為國(guo)內消(xiao)(xiao)費者更(geng)(geng)相信日系紙尿褲(ku)的質量，不如說更(geng)(geng)相信其(qi)背后所沉淀的幾十(shi)年(nian)甚(shen)至上(shang)(shang)百年(nian)積累的生產技(ji)術、研發水平和原(yuan)材料等。
二、品(pin)牌(pai)價(jia)(jia)格(ge)走(zou)低(di):消(xiao)費(fei)者易被低(di)價(jia)(jia)吸引(yin)，再(zai)加上(shang)2018年(nian)紙尿(niao)褲品(pin)牌(pai)數量激增，激烈(lie)的(de)(de)競爭也導致(zhi)線上(shang)紙尿(niao)褲的(de)(de)價(jia)(jia)格(ge)走(zou)低(di)。具體到品(pin)牌(pai)來看，盡管花(hua)王、好奇(qi)、幫(bang)寶(bao)適、媽咪寶(bao)貝等外(wai)資品(pin)牌(pai)的(de)(de)平(ping)均(jun)成交價(jia)(jia)都高于行業平(ping)均(jun)水(shui)平(ping)，但(dan)相比(bi)2018年(nian)，四個品(pin)牌(pai)的(de)(de)線上(shang)均(jun)價(jia)(jia)都相繼出現(xian)下滑(hua)。外(wai)資品(pin)牌(pai)降(jiang)價(jia)(jia)，利好的(de)(de)是(shi)本土(tu)(tu)消(xiao)費(fei)者，然而(er)對(dui)單價(jia)(jia)本就(jiu)不(bu)高的(de)(de)本土(tu)(tu)品(pin)牌(pai)來說，則是(shi)雪(xue)上(shang)加霜，這將(jiang)導致(zhi)本土(tu)(tu)品(pin)牌(pai)在價(jia)(jia)格(ge)走(zou)低(di)過程中失掉更多市場(chang)份額。
三、適用(yong)人群更(geng)加(jia)細(xi)分(fen):紙尿褲(ku)在發明之初，并(bing)沒有男(nan)女分(fen)用(yong)的概念(nian)，隨著用(yong)戶需求增加(jia)，男(nan)女分(fen)用(yong)的細(xi)分(fen)產(chan)品(pin)(pin)(pin)(pin)逐漸推廣開來。雖(sui)然(ran)市場上(shang)通(tong)用(yong)型紙尿褲(ku)仍然(ran)占據絕對主流(liu)，但2019年男(nan)女寶(bao)寶(bao)分(fen)用(yong)產(chan)品(pin)(pin)(pin)(pin)的銷(xiao)(xiao)(xiao)售額(e)占比(bi)分(fen)別達到了4.0%和(he)4.3%。隨著細(xi)分(fen)產(chan)品(pin)(pin)(pin)(pin)的概念(nian)普及，細(xi)分(fen)產(chan)品(pin)(pin)(pin)(pin)的銷(xiao)(xiao)(xiao)售比(bi)例將進一步增加(jia)，品(pin)(pin)(pin)(pin)牌(pai)商或銷(xiao)(xiao)(xiao)售商可以在不同型號產(chan)品(pin)(pin)(pin)(pin)和(he)男(nan)女寶(bao)寶(bao)分(fen)用(yong)產(chan)品(pin)(pin)(pin)(pin)的規劃和(he)采購銷(xiao)(xiao)(xiao)售上(shang)多(duo)做籌謀。
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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） |
0.87%（6家） |
2021年網(wang)站數據(ju)庫共(gong)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)691家(jia)(jia)，其中小品牌(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達到(dao)227家(jia)(jia)，其次為(wei)(wei)(wei)(wei)品牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)182家(jia)(jia)，京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)117家(jia)(jia)，京東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)91家(jia)(jia)，品牌(pai)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)91家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)33家(jia)(jia)，蘇(su)寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)23家(jia)(jia)，蘇(su)寧(ning)自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)22家(jia)(jia)，京東(dong)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)18家(jia)(jia)，企業(ye)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)，唯品會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)2家(jia)(jia)。
小編認為，國內紙尿(niao)褲(ku)行(xing)業魚(yu)龍混雜(za)的(de)亂象猶(you)存，在1200個左右的(de)品(pin)牌(pai)(pai)中，有不(bu)(bu)少不(bu)(bu)為消費者熟知的(de)品(pin)牌(pai)(pai)，而這些品(pin)牌(pai)(pai)的(de)出現也(ye)造成行(xing)業定價機制混亂、產品(pin)質量不(bu)(bu)穩(wen)定等諸多(duo)問(wen)題。對于上述行(xing)業現狀，很多(duo)立志做好品(pin)牌(pai)(pai)的(de)紙尿(niao)褲(ku)企業應該(gai)顯得更理性，只(zhi)有回歸產品(pin)本身，提供高質量的(de)產品(pin)才能獲得消費者青睞。同時，紙尿(niao)褲(ku)行(xing)業經過不(bu)(bu)斷的(de)洗牌(pai)(pai)，必(bi)定會走(zou)向成熟。
幫寶適
妙而舒
好奇
尤妮佳
大王
媽咪寶貝
安兒樂
雀氏
菲比
茵茵
