Core Insights - The sanitary napkin industry is facing a crisis of trust due to multiple quality issues, including misleading product lengths and contamination concerns, which are eroding consumer confidence in product safety [1][2][4] - The market is witnessing an influx of cross-industry brands entering the sanitary napkin sector, aiming to capture a share of the rapidly growing market valued at over 980 billion yuan [4][6][7] Industry Challenges - Recent scandals, such as the revelation of "refurbished sanitary napkins" and the production of substandard products, have highlighted significant safety concerns within the industry [2][4] - Consumers are increasingly aware of product safety, with many expressing uncertainty about which brands can be trusted, leading to a potential shift towards higher-priced medical-grade products [2][3] Market Dynamics - The sanitary napkin market is experiencing a transformation, with brands like Huang Zitao's and Dongfang Zhenxuan entering the market and achieving significant sales in a short time, indicating strong consumer demand for new entrants [4][5] - The average price of sanitary napkins is rising, with medical-grade products costing approximately 1.5 yuan per piece compared to the previous average of 0.9 yuan, increasing the financial burden on consumers [3][6] Consumer Behavior - The growing awareness of health and safety among consumers is driving demand for higher quality products, prompting brands to implement stricter quality control measures [6][7] - The market is characterized by high repurchase rates and strong user loyalty, making it an attractive target for investment and innovation [6][7] Future Outlook - The entry of new brands is expected to disrupt the existing market structure, potentially leading to improved product quality and consumer choice [7] - The sanitary napkin industry is poised for significant changes, with an emphasis on material innovation, quality enhancement, and personalized product offerings becoming key competitive factors [5][7]
环球产业观丨跨界品牌入局能否破解卫生巾“信任危机”？