Sanitary napkin brand competition has been formed to replace the price-based shopping mall competition. The brand has become a white for enterprises to win in the business war, and the brand operation of sanitary napkins has received more and more attention from enterprises. Sanitary napkin brand building is the focus of China's enterprises in the 21st century, China's sanitary napkin consumption mall will also follow: demand consumption, fashionable consumption, personalized consumption, such a low to high brand consumption demand trajectory innovation.