Affected by unfavorable factors such as the declining birth rate and the continuation of the epidemic, the growth of the diaper market has slowed down significantly in the past two years. While mother and baby stores are helpless in the diaper business, e-commerce channels have also been affected to a certain extent. According to the data of Nint Ren Tuo, based on the data of Tmall, Taobao and JD.com, the online baby diaper market in Q1 in 2022 will be 4.9 billion yuan, a decrease of 3.7% compared with the same period of the previous year, and the overall size will shrink slightly. .

The pull-up pants market is stable, and other sub-categories have declined

Among the many sub-categories, special care diapers, diapers, diapers and other categories have declined one after another, and the market share of pull-up pants/toddler pants/long pants is the same as that in the first quarter of last year, maintaining a steady trend. From the perspective of market share, although diapers have shown a negative growth trend, they still occupy an absolute advantage with a market share of 63.2%; pull-up pants ranked second with a market share of 27.6%.

In terms of the distribution of different e-commerce channels, Tmall still ranks first. In the first quarter of 2022, the sales of baby diapers were 2.78 billion yuan, down 8.7% year-on-year, while JD.com increased by 4.1% year-on-year, but its market share further expanded. As e-commerce platforms represented by JD.com continue to make efforts in the maternal and infant field, the online competition for diapers is also intensifying.

Douyin has become a new development position for diaper brands

According to data from Nint Rentuo, in 2021, the sales of diapers on the online platform dominated by Tmall and Jingdong will be 20.97 billion yuan, a year-on-year decrease of 3.9%. The Douyin diaper category still maintains a good growth rate due to its relatively small scale base. For example, the average growth rate of this category in Q4 in 2021 is 58%.
What is more noteworthy is that the top-selling diaper brands on Douyin are quite different from Tmall JD. column. In addition, big names in the industry such as Dawang, Curiosity, babycare, and Pampers are also continuously investing in the Douyin platform. As a category with more serious product homogeneity, the top brands of diapers have invariably reduced their self-broadcasting and delivery, and have turned to relying on the influence of top talents or a matrix of massive talents to promote single products.

From the price point of view, the price of the best-selling diapers on Douyin is mainly concentrated in 51-100 yuan. Among them, Dora Harley and Dr. Totoro are positioned in the high-customer unit price range, and they are mainly sold in stockpiles; Brands such as Dian Taidi have also launched stocking items; star items are mostly in the 100-yuan range except stockpiling, and the price range is relatively concentrated.

Curiosity surpasses Pampers, and Aiku Xiong becomes a new dark horse for growth

Since 2021, Curiosity has come to the top, surpassing Pampers to become the first, and has always maintained its own brand status. Judging from the sales in the first quarter of 2022, Curiosity still ranks first, ranking in the TOP5 with Pampers, Kao, Babycare, and Moony. Among the top 10 sales, the growth rate of Pampers declined by 7.3%, while the growth rates of Babycare and Beaba were 46.6% and 65.5% respectively, maintaining considerable growth.

Judging from the growth rates of other brands, ikuxiong and bebetour have become the two major growth dark horses in Q1 in 2022 with a rise of 489% and 248% respectively.
In the past two years, many new brands have seized the opportunities of emerging channels such as Douyin and have risen rapidly, and Aikuxiong is one of them. Combining the three platforms of Tmall, JD.com and Taobao, the sales of ikuxiong in Q1 in 2022 will be 26.797 million yuan. With the gradual expansion of the brand scale, mainstream e-commerce platforms such as Tmall and JD.com have also become the focus of the new brand of diapers.
It is reported that Bebetour is one of the sub-brands of Aido Brand Management Group, which belongs to the same company as Beaba diapers. In addition, the group also owns a number of mother and baby brands such as Pouch stroller and Spiritkids baby sleep. Different from Beaba, which specializes in diapers, Bebetour not only has diapers in its category layout, but also many fields including mother and baby travel, feeding and so on. Judging from the brand's current products, Bebetour has certain similarities with Beaba in terms of appearance fashion and color matching.
From the comprehensive data of Q1 in 2022, under the epidemic, the online diaper market, which occupies a large share, has been hit to a certain extent, but there are still new brands and categories that stand out. While the growth rate of some top brands has declined, it is also a growth opportunity for other brands