Do diaper brands go the way of high-end products or cost-effective products?

In recent two years, there has been a trend of consumption polarization in the diaper market. High-end and cost-effective products firmly occupy the majority of the diaper market share. According to the 2023 Baby Diaper Industry Trend White Paper released by Tmall.com, consumers pay more attention to the cost performance when buying diapers. The main purpose of shopping is to buy both good and cost-effective diapers.

For high-end diapers, brands often focus on technological innovation and differentiated selling points, and make breakthroughs in product efficacy for more segmented groups, functions and scene needs.

In terms of cost performance, brands will think more about how to make the product price, appearance and sales mode more "friendly to the people" on the premise of ensuring the quality of diapers.

No matter whether the brand is positioned as high-end or takes the ultimate cost-effective route, they are just different choices based on the needs of different customer groups, and both have their own space for survival and development. It is worth noting that high price does not mean high-end, low price does not mean inferior, any brand wants to win long-term development, product competitiveness is the first factor.