Core Viewpoint - The sanitary napkin industry is facing a significant trust crisis, prompting companies like Dongfang Zhenxuan to enter the market with a focus on safety and quality, addressing consumer concerns about product reliability and safety standards [1][2][4]. Group 1: Company Actions - Dongfang Zhenxuan launched its first self-operated sanitary napkin product on June 16, achieving over 30,000 sales within hours, indicating strong market demand [1]. - The product features 100% Xinjiang cotton and claims to meet national standards, addressing safety concerns related to harmful substances and product quality [2][4]. - The company has included specific contractual obligations with manufacturers to ensure product length only allows for positive deviations, a unique approach in the industry [2][4]. Group 2: Industry Context - The sanitary napkin industry has been criticized for quality issues, including discrepancies in product length, with 88% of tested products showing negative deviations from labeled sizes [1][2]. - The average gross margin in the industry is around 45%, but net profit margins are only 7% to 11%, primarily due to high marketing costs and insufficient R&D investment [5]. - The upcoming new national standards for sanitary napkins, set to be revised in June 2024, aim to address length discrepancies and harmful substance limits, reflecting a shift towards stricter quality control [4][5]. Group 3: Market Trends - Following the trust crisis, consumer purchasing focus has shifted from brand premium to material quality and performance metrics such as breathability and absorbency [5]. - New entrants, including celebrity-backed brands, are emerging in the market, indicating a competitive landscape driven by consumer demand for transparency and quality [5]. - Dongfang Zhenxuan plans to expand its product line with additional sanitary products to cater to diverse consumer needs in different life scenarios [5].
孵化两年、半日销量破30万包 东方甄选自营卫生巾如何缓解行业焦虑？