Core Viewpoint - The launch of Oriental Selection's self-operated sanitary napkin marks a significant expansion into the fast-moving consumer goods (FMCG) sector, particularly in women's health products, reflecting a strategic shift from agricultural products to essential consumer needs [7][11]. Product Launch and Sales Performance - Oriental Selection officially launched its first self-operated sanitary napkin product on June 16, with sales channels limited to its app and mini-program, requiring a paid membership for purchase [1][2]. - Within 14 hours of launch, the product achieved sales exceeding 300,000 packages, indicating strong market demand [1]. Product Specifications and Quality Assurance - The initial product line includes two sizes (240mm and 290mm) and offers five combination sales modes, with prices ranging from 68.6 yuan to 188.8 yuan, translating to an estimated per-piece price of 0.8 yuan for members and 0.93 yuan for non-members [1]. - The sanitary napkins are marketed as "100% pure cotton," with all components, including wings, made from Xinjiang cotton, and they exceed national standards for various safety and quality metrics [5][6]. Market Context and Competitive Landscape - The timing of Oriental Selection's entry into the sanitary napkin market follows a successful sales event by the brand Duo Wei, which sold 500,000 units in 30 minutes, highlighting a competitive landscape characterized by rapid sales and high consumer interest [4]. - The Chinese sanitary napkin market is described as entering a "Warring States" period, with a mix of international giants and local brands competing fiercely, alongside emerging e-commerce platforms [8][9]. Consumer Insights and Market Dynamics - The average annual expenditure on sanitary napkins for Chinese women is approximately 300 yuan, representing only 0.3% of total annual consumption, yet it can constitute a significant portion of monthly expenses for low-income groups [10]. - The market has seen a shift in consumer expectations, with increased sensitivity to price, safety, and brand trust, driven by recent controversies surrounding product quality and safety [9][10]. Strategic Implications for Oriental Selection - The entry into the sanitary napkin market is not merely a product expansion but a strategic move to enhance customer loyalty and engagement, as sanitary napkins are high-frequency, high-margin products that can drive app activity and repeat purchases [6][7]. - Oriental Selection's direct-to-consumer model, which connects factories to consumers, presents a potential shift in the industry towards more efficient and accessible supply chains, challenging traditional brand reliance on distributors [10].
东方甄选加入卫生巾战局