Core Viewpoint - The launch of the new Pro Health Specialized Liquid Sanitary Napkin by Procter & Gamble emphasizes a shift towards scientific care in women's health products, focusing on physical antibacterial technology without chemical additives [1][4][6] Product Innovation - The Pro Health Specialized version features a soft skin-like surface, double-speed drying absorption technology, and 95% physical antibacterial capability, aiming to provide a gentler and safer experience for users [1][4] - The product is positioned as a response to the increasing acceptance of liquid sanitary napkins in the market, which offer a thinner and more comfortable wearing experience compared to traditional products [4] Market Trends - The sanitary napkin market in China has surpassed 60 billion yuan (approximately 8.2 billion USD), with a notable increase in the demand for technologically advanced products [4] - There is a growing trend in the women's care market towards scientific and practical solutions, moving away from gimmicky marketing strategies [4][6] Competitive Landscape - The market is becoming increasingly competitive, with domestic brands gaining traction among younger consumers through pricing and social media engagement, although concerns over safety and quality persist [4][5] - The emphasis on physical antibacterial features in the new product reflects a broader industry trend towards prioritizing scientific care over excessive functional claims [4][5] Social Responsibility - Procter & Gamble has a long-standing commitment to women's health issues, exemplified by initiatives like the "IAmAGirl" campaign, which has benefited over 100 million adolescent girls [5] - The launch of the "Girls' Guardian Program" aims to improve hygiene conditions in remote schools, raising 500,000 yuan through a "buy one, donate one" model [5] Research and Development - The company has established a dedicated menstrual health research center in China, focusing on advancements in material science, absorption structures, and comfort [5] - The ongoing commitment to product quality and scientific innovation positions the company to lead in the evolving women's care market, where competition will increasingly rely on user experience and scientific validation rather than mere advertising [5][6]

Core Insights - The sanitary napkin industry is facing a crisis of trust due to multiple quality issues, including misleading product lengths and contamination concerns, which are eroding consumer confidence in product safety [1][2][4] - The market is witnessing an influx of cross-industry brands entering the sanitary napkin sector, aiming to capture a share of the rapidly growing market valued at over 980 billion yuan [4][6][7] Industry Challenges - Recent scandals, such as the revelation of "refurbished sanitary napkins" and the production of substandard products, have highlighted significant safety concerns within the industry [2][4] - Consumers are increasingly aware of product safety, with many expressing uncertainty about which brands can be trusted, leading to a potential shift towards higher-priced medical-grade products [2][3] Market Dynamics - The sanitary napkin market is experiencing a transformation, with brands like Huang Zitao's and Dongfang Zhenxuan entering the market and achieving significant sales in a short time, indicating strong consumer demand for new entrants [4][5] - The average price of sanitary napkins is rising, with medical-grade products costing approximately 1.5 yuan per piece compared to the previous average of 0.9 yuan, increasing the financial burden on consumers [3][6] Consumer Behavior - The growing awareness of health and safety among consumers is driving demand for higher quality products, prompting brands to implement stricter quality control measures [6][7] - The market is characterized by high repurchase rates and strong user loyalty, making it an attractive target for investment and innovation [6][7] Future Outlook - The entry of new brands is expected to disrupt the existing market structure, potentially leading to improved product quality and consumer choice [7] - The sanitary napkin industry is poised for significant changes, with an emphasis on material innovation, quality enhancement, and personalized product offerings becoming key competitive factors [5][7]