维达洗脸巾

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2025无纺布清洁用品白皮书发布:揭示功能专业化等4大趋势 原料安全等5项安全标准
Zhong Jin Zai Xian· 2025-09-23 01:49
9月22日,京东超市与维达集团、凯度消费者指数、新华网联合发布《2025无纺布清洁用品安全标准白 皮书》(以下简称:白皮书)。白皮书结合当前无纺布清洁用品低价内卷竞争严重、品质安全问题频现等 乱象,创新性提出5S安全标准体系,即从皮肤接触安全、成分安全、原料安全、产品品控安全和生产 环境安全五个维度,构建洗脸巾、湿巾、湿厕纸品质新基准。 同时,白皮书系统分析了当前无纺布清洁用品市场,正在呈现出消费人群年轻化、使用场景多元化、产 品功能专业化和安全需求升级四大消费新趋势。 无纺布清洁用品消费持续升温 四大消费趋势凸显 细分品类引领行业新增长 白皮书指出,无纺布清洁用品消费持续升温,细分品类引领行业新增长。京东超市销售数据显示,2024 年清洁纸品在库商品数量同比增长达328%,其中,洗脸巾、湿厕纸、湿巾均实现双位数增长,成为拉 动行业增长的核心动力。 与此同时,无纺布清洁用品消费也呈现出消费人群年轻化、使用场景多元化、产品功能专业化和安全需 求升级四大消费新趋势。 在消费人群年轻化方面,随着近年来洗脸巾、湿厕纸等无纺布品类的渗透,消费人群年轻化趋势尤为明 显。白皮书数据显示,31-40岁群体的洗脸巾TGI指数达 ...
每周10万份清洁好物免费送,京东的反内卷「实验」?
3 6 Ke· 2025-09-05 11:19
家清行业正陷入一场看似平静却异常艰难的拉锯战。 明面上看,家清产品是每家每户都需要的刚需品。但据数据科技公司Nint任拓发布的《2024 家清行业趋势快速报告》显示,在"网购时,哪些 品类会倾向选择'平替'?"的消费者调研中,家清类目排名第三,39%的消费者会选择家清类平替品。 这表明消费者对家清产品的忠诚度较低,谁家便宜就买谁的,很少会执着于某个特定品牌。 "现在家清行业,就像在薄冰上跑步。不跑的话没流量,卖不上货,但跑快了可能亏本,直接掉入水下。"一位家清品牌负责人的这句话,道出 了家清行业的无奈。 这个人人都在买的刚需赛道,其实一直存在三个彼此缠绕、难以破解的痛点:一是"量大利薄",规模与利润倒挂,纸品、洗衣液等基础品类虽 是流量入口,但利润极低甚至亏损,陷入"卖得越多、亏得越狠"的怪圈; 二是细分品类存在"劣币驱逐良币",环境清洁、驱蚊、清洁工具等细分场景的新兴好产品不为人所知,但质量差的产品因低价或高付费曝光吸 引消费者购买,进而透支整个品类信誉; 三是营销"无效内卷",低价补贴、直播吆喝换来的是"薅羊毛用户",复购低、品牌认知弱,陷入谁补贴多谁短暂领先、但谁也赚不到钱的循 环,缺乏创新性的营销玩法 ...
每周10万份清洁好物免费送,京东的反内卷「实验」?
36氪· 2025-09-05 11:18
Core Viewpoint - The household cleaning industry is facing a challenging tug-of-war, with low consumer loyalty leading to a preference for cheaper alternatives, resulting in a "sell more, lose more" cycle for brands [3][4][6]. Group 1: Industry Challenges - The household cleaning sector is characterized by low profit margins, with leading paper product companies reporting net profit margins of only 1%-2% [8]. - There are three intertwined pain points: low loyalty to brands, the prevalence of inferior products overshadowing quality ones, and ineffective marketing strategies leading to low repurchase rates [4][10]. - Consumers often face information gaps, leading to poor purchasing decisions, as effective products remain unnoticed [6][11]. Group 2: Consumer Behavior - Many consumers habitually stock up on cleaning products during major sales events, which limits online purchasing outside of these periods [11][12]. - A significant portion of consumers (70%) prefer to buy cleaning supplies from offline stores when in need, indicating a gap in online shopping incentives [11]. Group 3: Innovative Marketing Strategies - JD Supermarket is shifting the focus from price wars to delivering higher quality products to the right consumers in appropriate contexts [6][17]. - The "Weekend Cleaning" project by JD Supermarket aims to create a continuous marketing IP that helps consumers discover effective products while addressing the issue of low online sales during weekends [12][44]. - The project has led to significant sales increases, with some products achieving top rankings and high user satisfaction rates [22][29][32]. Group 4: Brand Collaboration and Growth - The collaboration between JD Supermarket and brands like Green Umbrella has resulted in rapid product penetration and increased user engagement through free trials [18][21]. - The project has demonstrated the effectiveness of targeted marketing, with brands experiencing substantial growth in new customer acquisition and repeat purchases [32][45]. - JD's self-operated model and supply chain advantages have facilitated successful cross-brand collaborations, enhancing overall market performance [37][39].