Nowadays, paper towels have already become a necessity in people's daily life. As a just-needed item, the product form of paper towels presents a trend of diversification and segmentation, and its market scale is relatively large.
According to the relevant data from the Whale Staff e-commerce data analysis platform, from January to April this year, the sales volume of the tissue industry on the Tmall platform exceeded 160 million, and the sales volume reached 4.8 billion+.
*Data comes from Staff Whale-Industry Trend Analysis
Paper towels come in a variety of forms, including household paper such as pumping paper, roll paper, handkerchief paper, and kitchen paper, as well as wet wipes such as conventional wet wipes, disinfectant wipes, wet toilet paper, and makeup remover wipes.
In addition, there are cotton soft towels, face towels, moisturizing paper towels and other care paper. Judging from the sales data of the category, the sales volume and sales volume of tissue paper are relatively high, followed by wet wipes.
*The data comes from Whale Staff-category ranking analysis
Tissue paper is a key category of household paper, accounting for as much as 13% of the market
Compared with other household paper products, paper towels are more convenient to use and have more application scenarios. Therefore, paper towels occupy a considerable market share in the paper towel market.
According to the data of Whale Staff, as of April, the sales volume of paper on the Tmall platform exceeded 73 million, accounting for nearly 12% of the market; the sales of paper were nearly 2.5 billion, accounting for more than 13% of the market.
*Data comes from Staff Whale-Industry Trend Analysis
Judging from the brand sales data, the market concentration of the paper pumping market is still relatively high. The top 10 brands in the paper pumping market sales are: Vinda, Qingfeng, Jierou, Xinxiangyin, Zhihu, Debao, Manhua, Banbu, Lanbiao and Lidehui.
The top 10 brands account for about 75% of the market, among which, the four major tissue brands, Vinda, Qingfeng, Jierou, and Xinxiangyin, all account for more than 10%, specifically about 17%, 14.4%, and 14% respectively. and 11%.
*The data comes from Whale Staff - Brand Ranking Analysis
Among the categories of wet wipes, wet toilet paper is a major growth category with good performance
With the strengthening of people's hygiene awareness, the requirements for disposable sanitary products are getting higher and higher, and wet wipes have gradually become people's daily necessities. Among the subdivided categories of wet wipes, wet toilet paper has attracted more and more consumers, especially the younger generation, with its better cleaning ability and comfort. Therefore, this category has also become a major growth category with better performance in wet wipes.
According to data from the Whale Staff platform, as of April this year, the sales of wet toilet paper-related products on the Tmall platform reached nearly 9.7 million pieces, a month-on-month increase of about 4%, and the sales of products reached nearly 340 million.
*Data comes from Staff Whale-Industry Trend Analysis
From the perspective of brands, Deyou, Vinda and Kleenex are the three giant brands in the wet toilet paper market.
Especially the two brands of Deyou and Vinda. As of April, the sales of the Deyou brand were 82 million+, accounting for nearly 25% of the market; the sales of the Vinda brand were 68 million+, accounting for about 20% of the market. %.
*The data comes from Whale Staff - Brand Ranking Analysis
At present, in response to consumers’ needs for a refined life, paper products are also showing a trend of continuous subdivision. For example, in order to wipe the face softer and skin-friendly, use milk facial tissues; when rhinitis occurs, use rhinitis paper containing moisturizing ingredients; Use kitchen paper, kitchen wipes, etc. in the kitchen. Under the diversified consumption demands of consumers, each tissue brand will also have more room for further exploration.
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