Investment Rating - The report indicates a positive investment outlook for the clean paper products industry, driven by consumer upgrades and heightened health awareness, leading to steady growth and structural optimization [3]. Core Insights - The clean paper products market in China is projected to reach a scale of 1550.7 billion yuan in 2024, with a per capita consumption of 9.4 kg, significantly exceeding the global average of 5.8 kg [4][5]. - Social media has become a crucial platform for brand marketing, with Douyin contributing over 53.2% of industry voice and 82.7% of interaction volume, highlighting its importance in consumer discussions and brand promotion [4]. - The market is shifting from "one paper for all" to a more refined consumption model, with approximately 70% of consumers identified as "refined" users willing to pay a premium for products tailored to specific scenarios and functions [8][12]. Summary by Sections 1. Industry Overview - The clean paper products market is showing strong resilience, with significant growth driven by macroeconomic factors and online retail [4]. - E-commerce channels are identified as the core engine for growth, with a 328% year-on-year increase in the number of SKUs for clean paper products [4]. 2. Key Drivers - Social media discussions reveal that "baby" is the top keyword with over 30 million interactions, emphasizing the core role of maternal and infant care in the market [12]. - The demand for safety and comfort in products is rising, with consumers increasingly prioritizing features like "no additives" and "natural ingredients" [22]. 3. Top Brands and Marketing Actions - The top brands in the clean paper products industry based on social media interaction are DeYou, PurCotton, Heart to Heart, C&S, and Tempo, with DeYou leading with nearly 40 million interactions [15]. - Successful marketing strategies include celebrity endorsements and targeted content marketing, effectively capturing consumer attention [19]. 4. Consumer Demand Insights - Consumers are increasingly focused on specific scenarios such as maternal care, home cleaning, and personal care, with safety and comfort being the primary concerns [22]. - The emotional analysis of social media content shows a predominance of neutral (72.6%) and positive (26.1%) discussions regarding clean paper products, indicating a generally favorable market reputation [24]. 5. Conclusion - The clean paper products industry in 2025 is characterized by steady growth, accelerated segmentation, upgraded brand marketing, and increasingly refined consumer demands [29]. - Brands that can accurately identify and meet consumer needs in specific scenarios while ensuring product safety and comfort are likely to gain a competitive edge in the market [29].