Today, young people's enthusiasm for hoarding paper remains high. According to statistics, in 2020, the domestic household paper market has exceeded 100 billion yuan. And the annual 618, Double 11 and other major promotion activities have become the main driving force and growth engine for the expansion of online channels in the paper industry.

Looking back on this year's 618 promotion, the cleaning paper category on the Jingdong platform has achieved another success. According to the statistics of Whale Staff, the sales volume of paper products in June 2022 will exceed 53 million pieces, a year-on-year increase of 118%; the sales volume will be nearly 2 billion yuan, a year-on-year increase of 106%.

With the blessing of the 618 promotion, the overall performance of the cleaning paper industry in the first half of this year is improving. From January to June 2022, the cumulative sales volume of the paper product industry on the JD platform was nearly 200 million pieces, a year-on-year increase of 90%; sales exceeded 7.5 billion yuan, a year-on-year increase of 109%.

　　*数据源于鲸参谋-行业趋势分析

With the continuous development of the paper product industry and the increasing diversification and personalization of consumer demand, the paper product industry is also experiencing the impact of consumption upgrades.

01

The paper scene is highly subdivided, and new varieties are derived

At present, the categories of cleaning paper products on the Jingdong platform include seven categories: tissue paper, roll paper, handkerchief paper, wet wipes, kitchen paper, wet toilet paper, and clean dry wipes.

Among them, cleaning dry wipes, kitchen paper, wet toilet paper, etc. are all new varieties derived from different life scenarios. Separately forming them into a third-level category also confirms that the size and growth rate of these categories have been recognized by the market.

Judging from the overall proportion of the seven major categories, tissue paper and roll paper accounted for 86%, and they are also the main objects of faster daily consumption and consumers hoarding goods. In the first half of this year, the cumulative sales of paper pumps exceeded 100 million, with sales exceeding 4.6 billion yuan; the cumulative sales of paper rolls exceeded 45 million pieces, with sales exceeding 1.9 billion yuan.

　　*数据源于鲸参谋-（抽纸）行业趋势分析

However, in terms of growth, new varieties such as cleaning dry wipes, kitchen paper towels, wet wipes, and wet toilet paper have all shown rapid growth. In the first half of this year, the sales of cleaning and dry towels increased by more than 470% year-on-year, the sales of kitchen paper towels increased by more than 107% year-on-year, and the sales of wet toilet paper increased by more than 68% year-on-year.

　　*数据源于鲸参谋-类目排行分析

Relying on Internet traffic and marketing, the rapid exposure and distribution method has undoubtedly achieved results, and the market penetration rate of new varieties has gradually increased. Although the current mainstream market is still in first- and second-tier cities, judging from the layout of major brands, three Fourth-tier cities will also be the focus of future development.

　　*数据源于鲸参谋-用户画像分析

The increase in consumer recognition of these new varieties has also stimulated the competition between new and old brands. For example, in the field of wet toilet paper, the Kleenex brand takes the lead with a leading market share, accounting for about 40% of the market, while Vinda and Xinxiangyin brands account for about 13% to 17%. Other brands such as Jingdong, Fuyanjie, and Depot are relatively backward.

　　*数据源于鲸参谋-（湿厕纸）品牌排行分析

Use kitchen paper and kitchen wipes in the kitchen, and use more hygienic and bactericidal wet toilet paper in the toilet. The paper products that perform their duties make the lives of young people more refined and bring explosive opportunities to the market.

02

Paper users are highly subdivided, and paper habits have been subverted

In order to match the segmented market demand as much as possible, major brands not only subdivide more and more usage scenarios, but also try to find new breakthroughs from special user groups.

For example, for users with sensitive noses, Depot has polished the product process and launched a craft-grade paper product that is 'thickened and dust-free, strong in wet toughness, and contains moisturizing ingredients', and won it with the marketing package of 'good news for rhinitis patients'. A wave of users; for users with sensitive skin, Nipiao, babycare, Kexinrou and other brands launched new products such as 'baby can be used', 'soft and skin-friendly, moisturizing and non-drying' and won a wave of praise from users.

However, whether it is in terms of popularity, market share, price, market penetration rate, etc., the status of Vinda, Jierou and other paper product giants is absolutely unshakable. In the first half of this year, Vinda's share reached 23%, while Jierou, Xinxiangyin, Qingfeng and other brands accounted for about 12%, 10% and 8% respectively.

In the face of new friends who have entered the game strongly, the bosses can't sit still. For example, both Vinda and Jierou have launched corresponding new products in market segments, such as Jierou's water-locking cream paper; the joint name of Vinda and IP, etc., all in order to better reach young consumers groups of people.

　　*数据源于鲸参谋-品牌排行分析

The public's paper habits are changing rapidly, which also means that there is still a lot of room for breakthroughs in the paper industry, and small and medium-sized enterprises can easily obtain a certain living space.