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  • 天猫超级品类日 ▏棉柔巾成高端纸品新爆款,年增幅60%
  • 本站编辑:杭州耀锦无纺布有限公司发布日期:2019-10-13 09:48 浏览次数:
日前,天猫携手全棉时代、舒洁、心相印、理文、维达、得宝六大品牌,选取棉柔巾、湿厕纸、厨房用纸、竹浆纸四个高端细分品类产品,共同打造主题为“精致生活 不纸一种”天猫超级品类日高端纸品专场,并联合一财发布高端纸品趋势报告。报告显示,2016年——2018年,线上高端纸品市场规模逐步扩大,其消费者主要分布在新一线和二线城市,80后为主要人群,95后涨幅明显。整体纸品行业出现更多品类,消费者需求更加细分化,呈现出更精致的消费新主张。
通过与天猫“数据银行”的合作,全棉时代选择在纸业这个发展成熟的行业中的中高端产品切入市场,迎合了目前消费升级的趋势,而年轻消费者对个性化的追求是目前纸业发展的一大机遇。“年轻消费者虽然经济能力未必最突出,但是在追求更好的生活方面,年轻消费群体却走在最前端。”
报告显示,棉柔巾在女性卸妆和宝宝护肤场景备受欢迎。2018年录得60%左右的增幅,成为33%女性日常洁面卸妆的必需品。此外,厨房纸巾市场规模稳步增长。已婚已育家庭成为购买厨房纸巾的主力人群,其中85后和90后占比达45%,年轻一代家庭已逐步把厨房纸巾变成厨房必备品之一。报告显示,截至2018年,厨房纸已走进400多万消费者的厨房,越来越多的家庭烹饪美食选择更高效健康的新体验。
 
关爱自己成为主流趋势,湿厕纸被大众所喜爱。2017年湿厕纸录得大于60%的增幅,2018年依旧保持着大于50%的增长幅度,其抑菌清洁功能备受消费者青睐。
随着消费升级的来临,常规的清洁纸品已无法满足不同场所的卫生清洁需求,而生活用纸的高端化、细分化,恰恰满足了消费者对环保、高效、精致的需求,助力品质生活升级。
 
报告显示,健康环保的本色纸成为高端纸类新宠。从线上购买趋势来看,以竹浆纸为代表的本色纸备受环保消费者青睐,2017年销售体量增长1.9倍,2018年市场规模依旧不断扩张。健康、环保和天然,是消费者购买本色纸的主要动因。据介绍,因为竹子的生长速度是木材的6倍,竹浆纸的诞生让健康环保变成一个简单的选择。
Recently, Tmall cotton era, kleenex, hand in hand heart be printed, cut, vader, depot six big brand, choose cotton soft towel, wet toilet paper, paper towels, bamboo pulp paper four high-end niche products category, to develop the theme of "delicate life isn't a paper" Tmall super special category, high-end paper, parallel and trend of high-end paper published reports. The report shows that from 2016 to 2018, the online high-end paper products market gradually expanded, and its consumers were mainly distributed in the new first-tier and second-tier cities. The post-1980s generation was the main group, and the post-1995 generation increased significantly. The overall paper industry appeared more categories, consumer demand more finely differentiated, showing a more refined consumption of the new proposition.
 
Through the cooperation with Tmall "data bank", all cotton times chose to enter the market with medium and high-end products in the mature paper industry, which caters to the current consumption upgrading trend. The pursuit of personalization by young consumers is a great opportunity for the development of paper industry. "Although young consumers may not be the most financially capable, they are at the forefront of their pursuit of a better life."
 
The report shows that soft cotton pads are popular in women's makeup removal and baby skin care scenes. In 2018, it recorded a growth rate of about 60 percent, making it a daily requirement for 33 percent of women to clean their face and remove makeup. In addition, the market for kitchen napkins has grown steadily. Married families with children have become the main group of people who buy kitchen paper towels, among which the post-85 and post-90 generations account for 45%. The younger generation has gradually turned kitchen paper towels into one of the necessities of the kitchen. According to the report, by 2018, kitchen paper had entered the kitchens of more than 4 million consumers, and more and more families were choosing new and more efficient and healthy cooking experiences.
 
 
 
Taking care of yourself has become a mainstream trend. Wet toilet paper is popular. Wet toilet paper recorded a growth rate of over 60% in 2017 and maintained a growth rate of over 50% in 2018. Its bacteriostasis and cleaning function is favored by consumers.
 
With the advent of consumption upgrading, conventional cleaning paper can no longer meet the sanitary and cleaning needs of different places. However, high-end and fine differentiation of household paper just meets consumers' demands for environmental protection, efficiency and delicacy, and helps upgrade quality of life.
 
 
 
The report shows that healthy and environmentally friendly grey paper has become a new favorite of high-end paper. From the perspective of online purchasing trend, grey paper represented by bamboo pulp paper is favored by environmental consumers. In 2017, the sales volume increased 1.9 times, and in 2018, the market scale is still expanding. Health, environmental protection and nature are the main motivations for consumers to buy undyed paper. Because bamboo grows six times faster than wood, the birth of bamboo pulp paper makes healthy and environmentally friendly a simple choice, according to the report.