The raw materials of diapers are rising wildly, who is benefiting?

As we all know, as a product that is both just-needed and high-frequency in childcare families, diapers have always been the focus category in the maternal and infant industry. However, in the past two years, the price of diapers can be described as "ups and downs". First, during the outbreak of the epidemic, prices increased due to factory shutdowns and tight raw materials, and then in the near future due to a power curtailment policy, ushered in a new round of increases. Price surge. At present, all upstream raw materials such as SAP, non-woven fabrics, breathable films, packaging, etc. have increased their prices to a certain extent.

In fact, there are more complicated competitions and games behind this diaper price fluctuation. Why do you say that? This is because the diaper industry has always been in the bottleneck of "capacity greater than sales". Brands have been established. The industry has already entered the Red Sea hand-to-hand combat. It is difficult to develop sales channels, and price increases can easily lead to loss of channels. At the same time, the homogeneity of the diaper industry is serious, coupled with the convenience of brand switching, so that consumer loyalty is not high. So even if the price of individual diaper brands increases, it will not affect consumer purchases, because whether it is online or online You can find high-quality and cheap diapers all over the world.

In addition, the price increase of raw materials is tantamount to an industry test, which tests the influence of diaper companies on the channel, the brand power in the minds of consumers, and so on. For powerful companies, price fluctuations are a rare opportunity to expand the market. For some small and medium-sized companies, this may not be so easy. How the raw material of diapers can return to normal prices has become an unknown, and it may end at the end of this year at the earliest. However, during this period, as the prices of raw materials continue to rise, the profit margins of small and medium diaper companies will be further compressed due to rising production costs. The low-end production capacity of the diaper industry will be cleared at an accelerated pace, and production capacity will be concentrated in leading companies. Therefore, how to improve the brand's own anti-risk ability has become a question worth considering for diaper companies.