Core Viewpoint - The entry of Dongfang Zhenxuan into the sanitary napkin market with its self-branded product "Zhenxuan Anxin" at a price as low as 1 yuan per piece has sparked discussions about the sustainability of such low pricing strategies and their potential impact on the female hygiene industry [1][3][6] Group 1: Product Launch and Pricing Strategy - Dongfang Zhenxuan has launched its sanitary napkin products, emphasizing comfort and breathability, with a member price of less than 1 yuan per piece [3] - The product line includes two specifications: 240mm and 290mm, with some variants priced as low as 0.8 yuan per piece [3] - Other competitors, such as Huang Zitao's "Duo Wei" and Xin Xuan's "Cotton Password," have also introduced low-priced sanitary napkin products, with prices averaging around 0.6 to 0.8 yuan per piece [3][6] Group 2: Production and Quality Control - Dongfang Zhenxuan utilizes a private label manufacturing model, partnering with Tianjin Beishute for production [4] - The company emphasizes safety and health in its product offerings, having invested over 40 million yuan in product testing last year to build a reputation for safety [4] - However, the reliance on the OEM model raises concerns about quality control and the potential for compromised product safety [5] Group 3: Industry Implications and Challenges - The low pricing strategy may lead to a price war in the sanitary napkin market, with competitors feeling pressured to lower their prices to maintain market share [6] - Long-term low pricing could distort consumer perceptions of the reasonable value of sanitary napkins, potentially hindering investments in quality and innovation within the industry [6] - Recent complaints regarding product quality from other brands entering the market highlight the challenges of maintaining standards amid competitive pricing pressures [7] - New regulatory standards for sanitary products are set to take effect in July 2024, which may increase compliance costs and challenges for companies in the industry [7]
环球产业观丨单价低至1元，东方甄选的卫生巾如何挣钱？