Core Insights - The traditional household paper market is experiencing slow growth, while emerging paper products are driving industry expansion, indicating an increased consumer demand for specialized paper products [1] - Wet wipes have emerged as a significant growth engine, with sales increasing by 35% year-on-year, contributing 30% to the overall growth of household paper [1] - The penetration rate of wet wipes has risen from 13% in 2023 to 22% recently, indicating a steady expansion of the consumer base [1] Consumer Demographics - Young childless families and adult families are the core consumer groups for wet wipes, with purchase inclination indices of 146 and 117 respectively, driving market growth [4] - Both demographics show a sales growth rate exceeding 43%, significantly higher than the overall consumer growth rate, and they have a higher spending capacity compared to the market average [5] Product Trends - The wet wipes market is witnessing a trend towards product affordability, with mid to low-end products growing at a rate of 61% [8] - There is still a strong demand for high-value products, leading brands to innovate with features such as herbal and probiotic ingredients, catering to health care needs during special periods [8] - Young childless families prefer portable options, with mini wipes seeing an 8.4% increase in consumption frequency, the highest among family types [8] Emotional Value and Preferences - Emotional value is an important consumer demand, with scented products enhancing user experience; adult families show a preference index of 209 for scented products, with a consumption frequency increase of 18.5% [8] Channel Dynamics - Consumer purchasing choices for wet wipes are highly fragmented, with traditional e-commerce and offline supermarkets facing pressure, while membership stores, discount stores, and interest e-commerce are rapidly emerging [11] - Young childless families prefer comprehensive e-commerce for product comparison, while adult families favor interest e-commerce for product functionality recognition [11] - Both demographics exhibit "smart consumption" behavior, opting for cost-effective channels while being willing to pay for high-value products that meet their needs [11] Brand Strategy - To achieve better growth and maintain consumer loyalty, brands must understand the characteristics and values of different channels, addressing core challenges in product selection, pricing, and display [14]