0.5元与6元并存，看纸尿裤的消费分层与品牌法则

Core Insights - The diaper industry is experiencing significant pressure, with many well-known brands reporting declining performance in their half-year financial reports [1][2][3] - The market is characterized by polarization, the rise of domestic brands, growth in niche markets, and an increase in online sales channels, while facing long-term challenges such as cost pressures and a decrease in newborn numbers [1][4] Financial Performance - Domestic brands such as Hengan International and Baiya Co. have seen substantial declines, with Hengan's hygiene products revenue dropping approximately 14.4% year-on-year to 3.304 billion yuan, and Baiya's diaper revenue falling by 34.03% [2][3] - Foreign brands like Daio Paper and Unicharm are also under pressure, with Daio's overall sales slightly decreasing by 0.4% and Unicharm's sales declining by 4.8% [2][3] Market Dynamics - The diaper market is witnessing a shift as domestic brands gain market share, with their share rising to 86.67% among the top 30 brands on major e-commerce platforms by mid-2025 [5] - Japanese brands are struggling, with companies like Kao and Daio adjusting their strategies, including selling production facilities in China and focusing on emerging markets [4][5] Consumer Trends - The market is showing a dual trend of high-end and cost-effective products growing simultaneously, with high-end diaper sales increasing for brands like Hengan and Baiya [7][8] - The rise of online sales channels is significant, with online sales for baby diapers reaching 2.47 billion yuan in the first half of 2024, a year-on-year increase of 284.4% [13][14] Adult Diaper Market - The adult diaper market is projected to grow significantly, with global sales expected to rise from $10.75 billion in 2024 to $14.44 billion by 2031, driven by an aging population and increasing health awareness [9][10] - Companies like Hengan International and Reliable Care are capitalizing on this trend, with Reliable Care reporting a 4.62% year-on-year increase in adult incontinence product revenue [9][10] Niche Market Opportunities - Brands are increasingly focusing on niche markets, developing products that address specific consumer needs such as sensitive skin and medical-grade diapers [11][12] - The introduction of specialized products is seen as a key strategy for brands to differentiate themselves in a competitive landscape [11][12] Competitive Landscape - The diaper industry is highly competitive, with both established international brands and emerging domestic brands vying for market share [15][16] - The influx of new brands has intensified competition, leading to potential challenges such as homogenization and increased survival pressure for some brands [15][16] Future Outlook - The industry is expected to continue evolving, with a focus on differentiation, supply chain efficiency, and consumer insights becoming critical for brands to maintain competitiveness [17]