Shubiqi was awarded the CIC Consulting Market Position Certification: the pioneer of baby diapers with sensitive skin, and the No. 1 sales volume for three consecutive years
In September 2024, CIC Consulting conducted a special systematic study on China's baby diaper industry, confirming the market position of Shubiqi as "the pioneer of baby diapers with sensitive skin" and "the No. 1 seller of baby diapers with sensitive skin for three consecutive years".
China's baby diaper industry: focusing on the pain points of baby's sensitive skin, the product strength continues to upgrade
Baby diapers are a hygroscopic disposable wearable product designed for infants and young children aged 0 to 3 years, mainly used to absorb urine and excretion and keep baby's skin dry. Baby diapers are typically constructed of multiple layers of material, including a soft topper, an absorbent core, and a leak-proof bottom layer to ensure efficient absorption and prevent leakage. It has a wide range of products, mainly including diapers, diapers, pull-up pants, etc., to meet the needs of babies of different ages or behavioral stages in different scenarios.
Due to the incomplete development of the sebaceous membrane and sweat glands of 0 to 3-year-old babies, the stratum corneum of the skin is thin, and the skin barrier is fragile, therefore, compared with adult diapers, baby diapers pay more attention to air permeability, water absorption and softness in the design, so as to minimize the dry itching, redness, and broken skin of the baby's skin. At the same time, in order to avoid allergic reactions, the product should try to avoid the use of potential irritants such as flavors and bleachs in the material selection and manufacturing process.
With the continuous progress of scientific cognition, Chinese parents' parenting concepts have gradually upgraded, and have shifted from the traditional experiential parenting model to a scientific and refined parenting model, and obtained authoritative parenting knowledge through various channels. This shift has led them to pay more attention to the quality, safety and functionality of diaper products, and also to favor diaper products that can effectively deal with the sensitive skin of babies.
Parents' increasingly strict and sophisticated product needs have become an important driving force for the development of the baby diaper industry. Looking forward to the future, the baby diaper industry will continue to develop in the direction of improving product strength. Brands will focus more on improving the core performance of diapers, such as stronger absorption, higher breathability, softer materials and more precise fit design. At the same time, in view of the baby's skin sensitivity, diapers will also increase innovation in material selection, process design and ingredient addition, further solve the pain points of parents, effectively enhance product power, accurately understand consumer needs and lead in technological innovation diaper brands, will be able to stand out in the industry and become the trusted and recognized choice of parents.
Shubiqi: The pioneer of baby diapers with sensitive skin, the first sales volume for three consecutive years
Founded in 2009, Shubiqi is a high-end diaper brand under Yingshi Holding Group. Since its establishment, Shubiqi has been committed to caring for the baby's newborn muscle, customized research and development according to the characteristics of the baby's skin, and created a category of anti-red buttocks and allergy diapers. The brand integrates scientific research, production, sales and service, and has been professionally caring for baby's skin for 15 years.
Shubiqi cooperated with the doctor of dermatology and dermatology experts of Peking Union Medical College to conduct research and analysis, and believed that babies are born with sensitive skin, and are very susceptible to the influence of their own skin characteristics (dry, hot, thin) and external factors, resulting in dry itching, redness, broken skin and other problems. To this end, Shubiqi has pioneered the establishment of a sensitive skin theory system to provide customized solutions for baby's sensitive skin.
In view of the characteristics of "dry", Shubiqi has selected a variety of natural skin-friendly and allergy essences (such as vitamin E, shea butter, silk protein, camellia, peppermint, etc.), which have the characteristics of moisturizing, refreshing, and antibacterial, forming a strong fart protective barrier to care for the baby's fragile skin; In view of the characteristics of "heat", Shubiqi embeds a breathable structure in diapers, and applies 22W double-sided breathable perforation, air diversion channel and other technologies to create a truly breathable and clean environment; In view of the characteristics of "thinness", Shubiqi adopts self-developed soft sensing technology, with the help of a number of top soft materials and patents such as ultra-fine denier fiber Shu Rou bottom layer, to ensure nearly zero reinfiltration, non-toxic and no skin irritation, and reduce external damage.
At present, the product line of Shubiqi covers neonatal series, basic allergy care series, advanced allergy care series, and advanced allergy care series, integrating the core allergy care technology of "skin care essence + breathable structure + soft feeling technology" into the whole line of products to comprehensively care for the baby's sensitive skin. The neonatal series is tailored to the sensitive skin unique to newborns, and customizes exclusive special care; The basic allergy care series adopts a specially researched high-oxygen permeable skin care structure and an all-round breathable design; For dry and sensitive skin, the advanced allergy series adds natural essences such as shea butter, silk protein, and vitamin E to isolate urine and sweat irritation and moisturize delicate skin; The high-end allergy series includes the refreshing series and the antibacterial series, of which the refreshing series is aimed at sensitive skin with high body temperature and damaged barrier, adding rare peppermint hydrosol essence, and the antibacterial series is aimed at sensitive skin that is fragile and fragile, adding AB core technology factor to reduce ammonia and inhibit bacteria for long-term protection.
Adhering to the professional care of baby's sensitive skin, Shubiqi has become a leading brand of baby diapers with sensitive skin trusted by parents through continuous innovation in product materials, process structure, ingredient addition, etc. In the future, Shubiqi will continue to stick to its original intention, accurately gain insight into user pain points, focus on the research and development of higher-quality, safer and more intimate baby diaper products, and lead the industry to a higher standard.
Hou Xuchao (right), founding partner of CIC Consulting, presented a market position confirmation certificate to Xie Jia (left), head of Shubiqi Business Development Center
CIC has long-term research experience in the baby diaper industry in China. In September 2024, CIC conducted a systematic study on China's baby diaper industry, and conducted extensive research on the key market players, the development history of related product concepts, and the omni-channel sales of products. On this basis, CIC conducted in-depth interviews and cross-validation of data with industry experts to confirm the launch time and sales of Shubiqi sensitive skin baby diapers across the country. Based on the research and analysis of China's baby diaper industry, CIC confirmed the market position of Shubiqi as "the pioneer of sensitive skin baby diapers" and "the No. 1 seller of sensitive skin baby diapers for three consecutive years".