（1）成人失禁用品市场现状：成人失禁用品主要包括成人纸尿裤、拉拉裤和护理垫，其使用者一般为老年失禁者和残疾失禁者，其中老年失禁者为主要目 标消费群体。截至2019年末，我国60岁及以上人口总数约为2.54亿，占总人口的18.13%。根据美国疾病预防控制中心的报道，在超过65岁的老年人中， 50.9%存在尿失禁或意外大便失禁的情况。与国外发达国家（日本80%、北美60%、西欧58%）相比，我国成人失禁护理用品渗透率处在较低水平（仅 3%），主要由于消费者意识较为保守，轻度失禁群体使用失禁用品的意愿较低，中重度失禁患者是目前主要消费群体。参照发达国家发展经验，轻度失禁 产品或越来越受欢迎，老龄人口的增加以及消费者意识的提升，成人失禁用品的市场空间具备扩容潜力。在此情况下，具备线上电商等渠道和线下特通等渠 道的全渠道能力，发展全面多元的产品矩阵和品牌力，成为业内企业构筑壁垒的核心竞争力。 （2）成人失禁用品行业市场规模：近年来，我国成人失禁用品市场总体保持快速增长的趋势。根据中金企信数据，中国成人失禁用品零售市场规模从2018 年的55.3亿元人民币增长到2023年的83.1亿元人民币，2018-2023年复合增长 ...

Core Viewpoint - The aging population trend is increasingly prominent, and the focus is on how to ensure a dignified and comfortable life for the elderly. Reliable Co., Ltd. has reported a positive financial performance, indicating its strong capabilities in production, sales, and innovation in the silver economy sector [1][4]. Financial Performance - In the first three quarters of 2025, Reliable Co., Ltd. achieved a total revenue of 829 million yuan, a year-on-year increase of 5.12%. The net profit attributable to shareholders was 27.98 million yuan, up 26.79% year-on-year. Operating cash flow saw a significant increase of 136.29%, reaching 89.72 million yuan [1]. Product Innovation - Reliable Co., Ltd. has developed a new adult diaper product designed to reduce the frequency of changes at night and significantly lower the risk of bedsores. This product is based on in-depth research into the physiological characteristics of the elderly, achieving breakthroughs in absorption, moisture retention, dryness, and leak prevention [1]. - The company has also launched the "Cloud Soft Instant Absorption" series, which optimizes skin-friendliness, absorption speed, and breathability, catering to the needs of sensitive skin [2]. - Recent innovations include the "Cranberry Probiotic Absorbent Towel" and the upgraded "Absorption Treasure 2.0," which combine functional materials with care technology to address users' health and comfort needs [2]. Market Position and Channel Strategy - Reliable Co., Ltd. has established a comprehensive online and offline channel coverage, achieving good sales performance. The company operates official flagship stores on major e-commerce platforms and actively explores new sales channels such as live streaming and community group buying [3]. - The brand has consistently ranked first in market share in the adult incontinence sector in China, reflecting its strong brand effect and market presence [3]. Industry Outlook - According to the National Bureau of Statistics, the population aged 60 and above in China has exceeded 310 million, accounting for 22% of the total population, marking the entry into a moderately aging society. The adult incontinence products market is expected to exceed 16.8 billion yuan by 2031, indicating a significant growth opportunity in the silver economy [4]. - With robust R&D capabilities, precise user insights, and a comprehensive channel strategy, Reliable Co., Ltd. is well-positioned to lead industry trends and provide reliable health care solutions for more families in China [4].

Industry Overview - The adult incontinence products industry in China is at the end of the introduction phase and the beginning of the explosive growth phase, with a penetration rate of approximately 8%-10%, indicating significant growth potential compared to international markets [1] - Long-term care insurance policies are expected to accelerate market expansion, with projections suggesting that the penetration rate could reach 50% within the next decade [1] Company Insights - Reliable Co., the leading domestic brand in the adult incontinence market, is adjusting its channel strategy to strengthen B2B operations and online user engagement, while launching a new brand, "Anurse," to seize government procurement opportunities related to long-term care insurance [1] - The pricing landscape for adult diapers in China is chaotic, with the presence of ultra-low-end products; price increases will depend on the advancement of long-term care insurance and enhanced market regulation [1] - In contrast to the first brands in Europe, the U.S., and Japan, which hold over 50% market share, the concentration trend in the Chinese market is becoming more pronounced, with Reliable Co. positioned as the top local brand [1] - The company is optimizing costs through measures such as smart factories and raw material substitution, with future growth drivers identified as the implementation of long-term care insurance policies, brand recognition enhancement, and international expansion [1]

Report Summary 1. Reported Industry Investment Rating No relevant content provided. 2. Core Viewpoints of the Report - The adult incontinence products industry in China is at the end of the introduction period and the beginning of the explosion period, with a penetration rate of about 8%-10%, and there is still significant room for growth compared to international markets [19]. - The long - term care insurance (both TOG and TOC) is expected to promote the industry. The TOG part may lead to a penetration rate of up to 50% within 10 years, and the TOC part shows an increasing demand for brand - building [20][22]. - Reliable Co., Ltd. has made strategic adjustments in product and channel planning, aiming to become the absolute number one in the Chinese adult incontinence field [22]. - The price of adult incontinence products in China is in a state of chaos, and the price is expected to increase with the advancement of long - term care insurance and strengthened market supervision [23][24]. - The industry concentration is increasing, and domestic brands like Reliable have the potential to replicate the success of overseas leading brands [25]. - Although the company's business has been under short - term pressure, it has optimized profitability through cost reduction and efficiency improvement, and is expected to achieve significant growth in the next 3 years [26]. 3. Summary by Questions Question 1: Growth level and industry ceiling of the adult incontinence products industry - The industry in China is at the end of the introduction period and the beginning of the explosion period, with a penetration rate of 8% - 10%, while in Europe, America, and Japan, the penetration rates are 60% and 80% respectively [19]. - The potential of the medium - and mild - incontinence population has not been fully explored [19]. Question 2: The promoting effect of long - term care insurance on the industry - TOG: Referring to Japan's experience, China's long - term care insurance is expected to lead to a penetration rate of up to 50% within 10 years after national promotion [20]. - TOC: The current buyers are mainly relatives of the elderly, with a high proportion of online channels. There is an increasing demand for brand - building and user - service enhancement [22]. Question 3: Product and channel planning in the next three years - Channels: Shifted from dealer - and store - based sales to TOB business, entered hospitals and elderly care institutions, and established a user - operation department for online business [22]. - Brands: Launched the Anhu shi brand targeting cost - effective consumers, and strengthened the positions of Reliable and Xishoubao [22]. - TOG business: Seize government procurement opportunities including long - term care insurance [22]. - Supply chain: Invested in companies like Guangxi Hanggang three years ago to form a closed - loop supply chain [22]. Question 4: Price level and price - increasing potential - The price band in China is chaotic, including high - end, mid - high - end, mid - low - end, and ultra - low - end products. About 210 million pieces of sub - standard products were exposed in 315 this year, accounting for nearly 30% of the market [23]. - In Japan, there are only high - end and mid - high - end products. The price in China is expected to increase with the advancement of long - term care insurance and strengthened market supervision [24]. Question 5: Current competitive landscape and brand concentration - In Europe, America, and Japan, the market share of the first - ranked brand exceeds 50%. Reliable is the leading domestic brand and plans to expand overseas [25]. - The industry concentration is increasing, and domestic brands have the potential to follow the path of overseas leading brands [25]. Question 6: Company's profitability and future growth points - The company's business has been under short - term pressure due to factors such as a decrease in the elderly population and birth rate [26]. - Profitability has been optimized through cost reduction and efficiency improvement, and the optimization of the mother - and - baby segment [26]. - The company is expected to achieve significant growth in the next 3 years with the implementation of long - term care insurance policies, enhanced brand recognition, and overseas expansion [26].

Market Overview - The adult incontinence products industry in China is at the end of the introduction phase and the beginning of the explosive growth phase, with a penetration rate of approximately 8%-10% [1] - Compared to international markets, where penetration rates reach 60% in Europe and the US, and 80% in Japan, there is significant growth potential in China [1] - The primary user group currently consists of individuals with severe incontinence, but there is untapped potential among those with moderate and mild incontinence [1] Policy Impact - The introduction of long-term care insurance (TOG and TOC) is expected to accelerate market expansion, with a projected penetration rate of 50% within 10 years following nationwide promotion after 2024 [1][2] - Historical data from Japan shows that after the implementation of care insurance, the penetration rate of adult diapers increased from 10% in 1990 to 80% in 2005 [1] Product and Channel Strategy - The company has shifted its sales strategy from relying on distributors and physical stores to focusing on B2B business, targeting hospitals and elderly care institutions, with over 10,000 institutions engaged [2] - Online channels are increasingly important, with a new brand targeting cost-conscious consumers launched on platforms like Pinduoduo, showing promising sales growth [2] - The company is enhancing user engagement through improved service offerings and targeted marketing strategies [2] Pricing and Market Dynamics - The adult diaper market in China is fragmented into four price segments: high-end, mid-high, mid-low, and ultra-low, with the ultra-low segment facing quality issues [3] - Approximately 21 billion low-quality diapers, accounting for nearly 30% of the market, have been identified, indicating a need for regulatory improvements [3] - Price increases are anticipated due to the push for long-term care insurance and stricter market regulations [3] Competitive Landscape - In mature markets like the US and Japan, leading brands hold over 50% market share, while the leading domestic brand in China, Reliable, is positioned to compete internationally [4] - The industry is experiencing a trend towards increased concentration, with local brands expected to replicate the success of overseas leaders [4] Financial Performance and Growth Outlook - The company faces short-term challenges due to demographic shifts, including a declining birth rate and aging population [6] - Cost optimization measures, such as the use of smart factories and alternative raw materials, are being implemented to enhance profitability [6] - Future growth is anticipated from the rollout of long-term care insurance, increased brand recognition, and international expansion [6]