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].

Core Viewpoint - The new national standard for sanitary napkins, considered the strictest in history, officially took effect on July 1, 2024, addressing significant industry issues and enhancing product safety and quality [3][4]. Summary by Sections New National Standard Overview - The new standard, titled "Hygienic Requirements for Disposable Sanitary Products" (GB 15979—2024), replaces the previous standard from 2002, marking the first update in 22 years [4][5]. Key Revisions in the New Standard - The new standard revises five main areas: 1. **Scope Adjustment**: Clarifies that "disposable sanitary products" include menstrual hygiene products, incontinence products, sanitary wipes, and antimicrobial agents, adding definitions for new categories [5]. 2. **Raw Material Requirements**: Introduces restrictions on prohibited substances in raw materials and specifies production water quality [6]. 3. **Production Process Hygiene**: Merges initial contamination monitoring with production hygiene requirements [6]. 4. **Product Hygiene Standards**: Enhances hygiene requirements based on health risks, including pH levels and allowable residue of fluorescent whitening agents [7]. 5. **Testing Methods Update**: Revises fungal testing methods and improves detection methods for ethylene oxide residues and other physical and chemical indicators [7]. Addressing Industry Pain Points - The new standard directly tackles three major issues: 1. Prohibition of recycled materials, eliminating substandard cotton [7]. 2. Introduction of identification for sanitary tampons [7]. 3. Elimination of misleading product claims [7]. Brand Responses to New Standard - Various brands have responded to the new standard: - **Dove**: Committed to producing products that meet the new standards, with new products expected by 2025 [8]. - **Kimberly-Clark**: Confirmed that current products comply with the new standards [9]. - **Sofy**: Assured that products produced from July 2023 will adhere to the new standards [9]. - **ABC Brand**: Acknowledged the need for time to fully comply with the new standards [9]. Transition Period for Old Products - Products manufactured or imported before the new standard can still be sold until their expiration date, provided they meet the old standard [11]. Consumers are advised to prioritize purchasing products labeled with the new standard [11].