Core Viewpoint - The controversy surrounding the sanitary napkin brand "Mian Mima" created by influencer Xinba has led to a significant trust crisis in the sanitary napkin industry, particularly after allegations of carcinogenic substances were raised [2][4]. Industry Overview - The sanitary napkin market in China is projected to reach a scale of 703.4 billion yuan in 2023, with e-commerce sales expected to exceed 18 billion yuan in 2024. The market is anticipated to maintain a compound annual growth rate of 5%-8%, potentially exceeding 105 billion yuan by 2025 [21]. - The sanitary napkin category is characterized by high profit margins, largely due to low production barriers and product homogeneity, leading brands to focus more on marketing rather than research and development [23][24]. Company Insights - "Mian Mima" has reported cumulative sales of 3.33 billion yuan over eight years, with annual sales nearing 600 million yuan. The brand achieved a peak sales figure of nearly 900 million yuan in 2022 and ranked among the top seven in the industry during the 2023 618 shopping festival [27]. - The brand's marketing strategy included claims of having one million users and selling between 500 million to 1 billion packages annually, showcasing the significant market presence it has established [27]. Product Safety Concerns - Investigations revealed that 7 out of 10 samples of "Mian Mima" sanitary napkins contained high levels of thiourea, a compound classified as a possible carcinogen, raising serious health concerns among consumers [4][5][6]. - The recent controversy has led to a broader discussion about the safety standards of sanitary products, especially in light of new national standards set to take effect in July 2025, which will prohibit the use of thiourea [10][11]. Market Dynamics - The rise of influencer-driven brands in the sanitary napkin market has disrupted traditional brand dynamics, with online channels becoming increasingly important for brand competition [28]. - Established brands are adjusting their strategies in response to the growing influence of online sales and the emergence of new competitors, indicating a shift in market share dynamics [31].
这次,辛巴踩中“雷区”了
Hu Xiu·2025-07-28 08:49