蝉妈妈&蝉魔方：抖音电商女性消费市场研究

Investment Rating - The report indicates a positive outlook for the women's consumer market, particularly in the sanitary napkin and personal care sectors, suggesting a favorable investment environment [2][30]. Core Insights - The report highlights the significant growth potential in the sanitary napkin market, especially around key promotional events like International Women's Day and Double 11 [6][7]. - The personal care segment is experiencing rapid growth, with a remarkable year-on-year increase of 529% in the first five months of 2024 [30][31]. - The report emphasizes the importance of product innovation and marketing strategies, particularly through influencer collaborations, to capture market share [11][35]. Summary by Sections Sanitary Napkins - The sanitary napkin market is witnessing explosive growth, with a market share of 73.6% for regular sanitary napkins, while panty liners and tampons are in decline [7][9]. - New brands are entering the market with innovative products, such as panty-type sanitary napkins, which are gaining popularity [5][6]. - The average transaction price for top brands ranges from ¥50 to ¥100, with significant sales growth observed during promotional events [9][14]. Personal Care - The personal care industry, particularly focused on intimate hygiene products, is rapidly expanding, with the largest market share held by intimate washes at 70.1% [31][32]. - The report notes that the top brands in this sector are primarily new entrants, indicating a shift in consumer preferences towards innovative and effective products [30][32]. - The average price range for leading products is between ¥50 and ¥200, with significant growth in sales attributed to effective marketing strategies [33][35]. Market Trends - The report identifies key trends in product development, including the incorporation of beneficial ingredients like probiotics and herbal extracts in sanitary napkins [22][23]. - There is a noticeable shift in consumer demand from night-use to day-use products, driven by convenience and ease of use [29][30]. - The report suggests that brands should focus on enhancing product features and marketing strategies to maintain competitiveness in a rapidly evolving market [21][24].