Analysis Report on Consumer Behavior in the Chinese Sanitary Napkins Market

1、 Market Overview

The Chinese sanitary napkin market has entered a mature stage, with numerous brands and fierce competition. With the improvement of women's health awareness and the growth of consumption level, consumers have increasingly high requirements for the quality, comfort, and environmental friendliness of sanitary napkins. The market is gradually becoming segmented, and personalized, differentiated, and high-quality products have become the new favorite.

2、 Characteristics of consumer groups

1. Age distribution

-青春期女性：18-24岁，追求时尚与潮流，易受广告影响，品牌忠诚度不高。
-成熟女性：25-45岁，购物计划性强，对品牌有一定忠诚度，注重产品性价比和实用性。
-中老年女性：45岁以上，对卫生巾的舒适度和安全性要求更高，品牌忠诚度较高。

2. Educational level and income level

大多数卫生巾消费者具有较高的教育程度，多数具有大专或以上学历。随着收入增加，消费者对卫生巾的消费能力也随之提升。

3、 Analysis of Consumer Purchasing Behavior

1. Purchase frequency and channels

大多数消费者每月都会购买卫生巾，主要通过超市、便利店、电商平台等渠道购买。其中，电商平台近年来增长迅速，成为重要购买渠道。

2. Brand selection

消费者在选择卫生巾品牌时，主要考虑品牌形象、产品质量、价格、口碑等因素。知名品牌和具有良好口碑的品牌更受青睐，如苏菲、护舒宝、七度空间等。

3. Product preferences

-材质偏好：干爽网面、棉柔类及纯棉类卫生巾各有市场。干爽网面卫生巾因其干爽度高、吸收性好而受欢迎；棉柔类卫生巾触感柔软，适合敏感肌肤；纯棉类卫生巾则因其亲肤舒适、致敏性低而备受推崇。
-功能需求：随着消费升级，消费者不仅关注基本功能，还期待产品具有更多附加功能，如自动监测排卵期、调节经期情绪等。

4、 Market opportunities and challenges

opportunity

-消费升级：消费者收入提高，对中高端卫生巾的需求增加。
-女性健康意识提升：更多女性关注个人卫生，市场需求扩大。
-新兴市场拓展：全球经济发展带动新兴市场需求增长。

Challenge

-市场竞争加剧：品牌众多，市场份额争夺激烈。
-原材料价格波动：主要原材料如棉花、无纺布价格波动大，影响企业成本控制。
-法规政策限制：部分地区对进口和销售有严格法规，企业需合规经营。

5、 Marketing Strategy Suggestions

1. Product differentiation

通过独特设计、功能或品牌故事，提升产品差异化，满足个性化需求。

2. Brand building and promotion

加强品牌宣传，提升品牌知名度和美誉度。利用明星代言、社交媒体推广等手段，提高品牌曝光率。

3. Channel expansion and optimization

线上线下渠道并重，拓展电商平台销售渠道，提升市场覆盖率。同时，优化线下渠道布局，提高产品曝光率和购买便利性。

4. Pay attention to changes in consumer demand

密切关注消费者需求变化，及时调整产品策略，推出符合市场需求的新产品。

6、 Enterprise Case - Yiwu Haglebo Daily Necessities

Yiwu Haglebo Daily Necessities is located in Zone 4 of Yiwu International Trade City, China. With its keen market insight and high-quality product quality, it occupies a place in the sanitary napkin market. The company focuses on product innovation and brand building, continuously launching new products that meet consumer needs, while actively expanding online and offline sales channels to enhance brand influence. In the future, Yiwu Haglebo Daily Necessities will continue to pay attention to market trends and provide consumers with higher quality and more intimate sanitary pad products.

conclusion

The Chinese sanitary napkin market exhibits diverse consumer behavior, and companies need to continuously adjust their product and marketing strategies according to changes in consumer demand. By implementing measures such as product differentiation, brand building and promotion, channel expansion and optimization, we aim to enhance market competitiveness and achieve sustainable development.