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    微商紙尿褲還能繼續走紅嗎?這三大發展趨勢必須把握好

    行行 2019-06-11 10:00 Tags: 閱讀數: 評論:0

    導讀:如今,我國嬰兒紙尿褲行業進入紅海時期,大批國貨不斷崛起,強勢出擊市場,讓很多外資大牌紛紛都感到增長乏力。而目前,2200多個品牌同臺競爭,其中微商品牌數量眾多,借著國貨崛起的勢頭,在發展上各有各的市場優勢。然而,市場環境和消費者在不斷變化,微商經過數年的發展,如今,也呈現出不一樣的變化。


    炎炎夏日,薄款尿褲成寵兒

    如今正值夏日,紙尿褲透氣和悶屁屁問題成為了家長最關心的問題。很多母嬰店反映,夏天來了,紙尿褲產品的風向又不一樣了。由于天氣炎熱,紙尿褲相對來說又屬于比較悶厚的寶寶的貼身產品,因此在線下,很多媽媽進店就咨詢薄款紙尿褲產品。而在線上,薄款紙尿褲也成為了媽媽們的熱搜問題和商品。

    在很多地方,本土/微商品牌帶動了薄款紙尿褲熱潮,甚至有母嬰店店長發現,像花王那樣的外資大品牌在夏天竟然賣不動了,因為媽媽們都嫌厚,感覺寶寶用了會很悶。

    母嬰消費者更愿意購買本土/微商品牌而非大牌外資紙尿褲,但是同時,消費者也應該注意,并不是說薄就是好,紙尿褲透氣、吸收等問題,最重要的還得看芯體克重,克重越高吸尿量越大,而目前行業的平均水平在380~420克之間。


    微商品牌百花齊放
    這些品牌人氣最高

    據多位紙尿褲從業者透露,在一眾本土/微商品牌中,從杭州豪悅出廠的紙尿褲品牌在市場上都有很不錯的口碑。

    媽媽米婭Mamamia紙尿褲,杭州豪悅自有品牌,擁有專利的超薄復合芯體,也是豪悅獨家研發和生產的國內第三代復合芯體,超強鎖水因子的科學比例配方,使得紙尿褲在極致纖薄的情況下仍然能干爽瞬吸。另外,媽媽米婭在價格上較為親民。

    兔頭媽媽甄選紙尿褲,蜜芽旗下自有品牌,同時也是豪悅OEM客戶,其產品最大亮點是有全球檢測機構Intertek為其背書。而Intertek作為全球領先的質量和安全服務公司,是國際權威檢測機構和第三方公證行,其檢測數據一直備受行業和消費者認可。

    凱兒得樂紙尿褲,目前微商品牌中規模和成績都較大的一個品牌,同時也是國內多家知名紙尿褲代工廠的OEM客戶,其中也包括了豪悅。全渠道布局,線下發展遍布全國各省市地區,覆蓋3000多家母嬰店及連鎖超市、醫院,同時擁有眾多的專營店。凱兒得樂絲薄系列紙尿褲在市場上擁有很好的銷量,唯一不足是產品在外觀(賣相)上還有待改善。

    柔丫紙尿褲,泉州天嬌婦幼衛生用品有限公司的自有品牌,在媽媽圈也是十分火的品牌,采用進口高分子吸水芯體,超薄、透氣、 不起坨、不斷層、不含絨毛漿、不含護臀因子,以輕薄和性價比為最大賣點,價格優惠,在一些母嬰店里擁有極高的銷量。

    百諾恩紙尿褲,萬邦(汕頭)健康科技有限公司旗下品牌,生產廠商為杭州可艾,品牌整體走高端風格,且對標米菲。在渠道上,除了微商方面,同時也在走加盟店的模式,截止到目前,百諾恩已經有將近200家授權加盟店,大有一股后來居上的強勁勢頭。


    微商紙尿褲三大發展趨勢

    曾經,由于媽媽們的跟風、從眾心理,讓微商紙尿褲品牌借助微信社交的方式得以在市場上取得突出的成績。然而,我們的網絡環境、營銷環境、市場、以及消費者心理等等因素都在不斷變化,電商的作用進一步加深,新零售崛起,微商品牌倘若再死守微信這一渠道,無疑將會走向衰亡。如今,微商品牌正迎合市場,走出了以往不一樣的發展之路。

    1、線上+線下全渠道經營

    產品發展到一定階段,最終還是要形成品牌才能獲得更長遠的發展,而實體則是品牌的延續。微商經過早期的野蠻發展后,形成品牌效應,通過入駐母嬰店或者開設自己的專營店,能有效提高消費者信任度。另外,如今線上渠道已占據紙尿褲市場一半以上份額,電商在紙尿褲行業中已起到舉足輕重的作用,微商品牌布局線上渠道,也能有效提高銷售業績。

    2、新零售

    新零售如今已成為很多實體店的變革模式。由于母嬰產品的特殊性,消費者更重視產品品質和線下體驗,線上+線下全渠道協同發展成為商家競爭的關鍵。線下體驗,線上購買,成為很多品牌/商戶的發展趨勢。

    3、微商+新媒體

    隨著移動互聯的普及和發展,我們的傳播環境也在不斷的變化。前幾年,微商品牌憑借微信早期的流量紅利獲得高效的傳播收益,可如今,新的傳播媒介推陳出新,流量被分食,用戶的時間碎片更加分散。微信在傳播上的霸者地位已不再,抖音和快手等短視頻經濟,還有小紅書等內容電商,以及自媒體帶貨等就是很好的例子。據了解,很多微商品牌都開拓了專門的新媒體部門,專注于抖音、快手等內容渠道上的產品傳播。同時,這也是未來整個紙尿褲行業品牌傳播的主流方向。

    文章來源:紙尿褲關注

    聲明:母嬰行業觀察尊重行業規范,每篇文章都注明有明確的作者和來源;母嬰行業觀察的原創文章,請轉載時務必注明文章作者和”來源:母嬰行業觀察“,不尊重原創行為將受到母嬰行業觀察的追責。

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