In recent years, in the context of changes in global family structure and rising consumption levels, the infant care products market is experiencing unprecedented growth. As a core component of this sector, the baby diaper market continues to attract the attention of consumers around the world due to its attributes as a daily necessity. According to the latest industry research report released by QYResearch, the global baby diaper market sales in 2023 have exceeded the US$36.01 billion (about 255.229 billion yuan) mark, and it is expected that by 2030, the global baby diaper market sales will reach US$43.83 billion (about 311.049 billion yuan), and the compound annual growth rate will remain at about 2.9% during the period (2024-2030). It provides a broad space and opportunities for industry participants. On the other hand, with the improvement of people's living standards and the improvement of the requirements for the home environment, the market demand for cleaning products such as mops is also increasing.
This time, the Oriental FMCG Center and Feigua Data · Douyin Edition, according to the statistics of the first half of 2024 data of the Douyin platform, released the "2024 Mid-term Douyin TOP Gold List - Baby Diapers, Mops". Among them, Curious, Pampers, and Jia Baby won the top three infant diaper brand hot list, and Pampers, Curious, and Jia Baby were ranked as the best-selling items of one, two, and three infant diapers; Jia Helper, Sorbonne, and David won the top three mop brand hot list, and Sorbonne, Jia Helper, and David were listed as the best-selling items of 123 mops.
Baby diapers
01
Curiosity, Pampers, and Jiabao are among the top 3 - analysis of the top brands of infant diapers
The curiosity that tops the list of "2024 Mid-term Douyin TOP Gold Products List - Infant Diapers" belongs to Kimberly-Clark Company, and Kimberly-Clark (China) Co., Ltd. is owned in China. Each global business unit is divided into Personal Care, Consumer Paper, and K-C Professional. Huggies are located under the Personal Care Door. On July 23, Kimberly-Clark (KMB) released its 2024 second quarter performance report: as of June 30, 2024, the operating profit reached US$1.508 billion, a significant year-on-year increase compared with the same period last year (US$900 million), with a growth rate of 67.56%; Net sales were approximately US$10.2 billion, of which net sales of baby and child care products were approximately US$3.6 billion, with a year-on-year growth rate of 2.86%, accounting for 35.29% of total net sales. The current chairman of the board of directors in China is Guo Wei.
In second place is Pampers, which is part of Procter & Gamble and has Guangzhou Procter & Gamble Co., Ltd. in China. On July 30, United States time, Procter & Gamble (PG. US) announced its fiscal year 2024 results: P&G's net sales for fiscal year 2024 (2023.06.30-2024.06.30) reached $84 billion, an increase of 2% from the previous fiscal year. gross profit was US$43.191 billion, a year-on-year increase of 10%; net profit attributable to Procter & Gamble was 14.879 billion US dollars, a year-on-year increase of 2%; On the business side, sales in the Baby, Women's & Home Care segment decreased organically by 1 percent year-on-year, with organic sales of baby care declining by a mid-single-digit percentage. Not only will Pampers support the first-ever Olympic Village Mother-and-Baby Room during the Paris 2024 Olympic Games, but it has also recently released a new addition to its official day and night portfolio, the new Pampers Night Diaper, the first diaper designed specifically for night use, with a 50% larger absorption area, a built-in unique Air-Max quick-drying absorber core, and double-layer leak-proof sides. The current general manager of China is Xu Min.
The third on the list is Jiaying, which belongs to Beijing Jiaying Technology Co., Ltd., mainly covering paper towels; paper handkerchiefs; baby diapers made of paper and fibre (disposable); Baby diapers made of paper or fibre (disposable); Baby napkins made of paper or fibre (disposable); paper face towels, etc. In the 2023 Douyin Double 11 event, Jiaying will build the brand's official live broadcast matrix, adopt the "sun never sets" strategy to extend the live broadcast time, and at the same time, 5 accounts will start self-broadcasting, focusing on the sales of the oxygen forest series, and finally the overall live broadcast order volume will be 100,000 orders, and the number of talent orders will increase by 347.31% month-on-month. The current executive Director is Huang Xiaojian.
Ranked fourth, Yiying, belongs to Quanzhou Jiahua Sanitary Products Co., Ltd., the company takes baby diaper products as the core, the brand was founded in 2004, through the online and offline omni-channel layout, the products cover all parts of the country, and are exported to many countries and regions around the world. Through product upgrades, the Yiying brand has not only created a variety of classic explosive products such as Hongyu Camellia, but also continued to launch new series of poop pants such as Cotton Breathing and Nezha Xunlong, the star products of the year, in 2024, showing unique differentiated selling points on the basis of alleviating common advantages such as "red fart". At present, other series of baby diaper products also include Enjoy Golden Sleep series, Dreamer series, cotton breathing series, vitamin E fruit pants series, aerobic ultra-thin series, natural travel series, etc. The current chairman of the board is You Huashan.
Babycare, which ranks fifth on the list, belongs to Hangzhou White Shell Industrial Co., Ltd., and its core covers the parenting cycle from pregnancy to 6 years old, including diapers, tissues, wet wipes, feeding, toys, maternity, travel, home and many other categories, providing one-stop and full-category solutions for a new generation of families. As of 2024, Babycare has ranked first in the sales volume of Tmall 618 maternal and child industry stores for 6 consecutive years. At the same time, through intensive cultivation in omni-channel, by the end of 2023, the number of omni-channel users of Babycare has exceeded 50 million, the number of omni-channel members has exceeded 25 million, the number of brand stores has exceeded 100, and the offline business has covered all provincial-level administrative regions in Chinese mainland. The current CEO is Li Kuo.
In addition, the brands on the list this time also include Hope Baby, BBG, Biba Baby, bebebus and Artemisia G.
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Pampers, Curious, and Jia Baby are ranked one, two, three - analysis of the best-selling items of infant diapers in the middle of 2024 Douyin hot-selling items list - TOP15 of infant diapers
In the "2024 Mid-2024 Douyin Hot Selling Single Product List - Baby Diapers", the top 15 best-selling items include Pampers, Curious, Jia Baby, Yi Baby, and Mugwort Leaf. Among them, Pampers NB-XXXL size fresh pull-up pants, diapers are light and breathable, and DY won the first place. This product is loved by consumers for its breathability and natural ingredients without added fluorescents. The product features 2200+ 3D pores, and the inner surface is covered with dense tiny air vents to ensure good air circulation and help the baby's little farts stay dry and breathable, away from stuffy discomfort. Secondly, it is not only physically light and thin, but more importantly, it achieves excellent breathability while ensuring strong moisture absorption and quick-drying function, so that the baby can wear it for a long time without discomfort and free movement. In addition, additive-free fluorescent agents have won the trust and support of parents in this era of increasing requirements for product safety.
The second place is the curiosity platinum peach pants breathable ultra-thin diapers diaper pull-up pants long pants *3 packs, which is an excellent product that integrates light and breathable, scientific and reasonable tailoring, mild material, strong absorption performance and beautiful packaging. The "new ultra-thin air-feeling core" is adopted, which makes the product core breathable twice as much, making it thinner and more breathable. The product design and cut wrap around the hip and leg area, so that the product can better fit the baby's body, providing a better wearing experience and leak-proof effect. Materials with a pH value of less than 7 are closer to the natural environment of your baby's skin, helping to reduce irritation to your baby's delicate skin and protect your baby's skin health. The absorption performance is excellent, which can effectively lock in multiple urine, keep the baby dry and comfortable, reduce the frequency of change, and bring convenience to parents.
The third-ranked Best Baby Oxygen Forest Newborn Soft, Breathable, Soft and Skin-friendly Ultra Thin Diaper Pull-up Pants brings unprecedented comfort to the baby with its fully upgraded functional features: the classic products of the best baby have been carefully increased by 10 mm from length to width to ensure that the baby's growth curve is fully fitted, and the baby can be given enough free space whether it is active or resting. Its water absorption performance is significantly improved, by adding nearly 10,000 water absorption beads, it can easily cope with the baby's multiple urination and keep it dry all night. At the same time, the diaper is made of high-tech breathable materials to achieve breathability UP and effectively reduce the feeling of stuffiness; The diaper is also reinforced with an anti-leakage design to ensure your baby's safety when moving. Thanks to the selection of soft materials and the design of the air bubble waist, it not only feels delicate to the touch, but also effectively reduces the pressure on the waist and keeps the baby away from the sense of restraint.
Ranking fourth is Yiying New Dreamer Diapers 2 Packs of Baby Pull-up Pants Baby Ultra-thin and breathable diapers, which is the culmination of the world's top supply chain, fully demonstrating the technology and comfort of modern baby care products. The adhesive part is made of high-quality adhesive from Henkel of Germany, and the polymer absorbent material is selected from Japan. The front waist patch provided by 3M in United States is not only sticky, but also adjustable according to the baby's waist circumference. The rubber composition is sourced from United States Lycra, and the wood pulp material is carefully supplied by United States Huihao. France Persian glue, as another adhesive supplier, once again proves the strictness and care of this diaper in the selection of materials.
Ranking fifth is mugwort wormwood, mugwort heart fruit baby diapers weak acid ultra-thin breathable pull-up pants, newborn diapers with its super water absorption, breathable upgrades, anti-leakage strengthening and other multiple characteristics, has become an ideal choice for modern family baby-rearing. Using advanced water absorption technology, the number of water absorption beads has increased by nearly 10,000, which greatly improves the water absorption performance, keeps the baby's butt dry for a long time, reduces the frequency of replacement, and also adopts an ultra-thin design, through the optimization of material structure and process, to achieve air permeability UP, effectively reduce the feeling of stuffiness, and stay away from rashes and discomfort. In terms of anti-leakage, it has been comprehensively upgraded, adopting an efficient leak-proof edge design, combined with a longer and wider main structure, and double protection.
mop
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Best Helper, Sorbonne, and David are among the top 3 - mop TOP brand analysis
The top of the list of "2024 Mid-term Douyin TOP Gold List - Mop" is Jia Helper, which belongs to Shaanxi Jia Helper Group Holdings Co., Ltd. In 2023, three of its self-operated factories were successfully put into operation in Xingping, an important milestone that marks significant progress in expanding production scale and increasing production capacity. In 2024, the company announced the launch of an integrated industrial park project. The project aims to build a comprehensive industrial park integrating R&D, production and sales by integrating resources and optimizing layout. In addition, the company has a number of brand stores on e-commerce platforms such as Tmall, JD.com, Douyin, and Pinduoduo, with more than 780 million annual visitors to online stores and a total of more than 70 million families. At the same time, it also sells products in cross-border e-commerce, offline supermarkets and other channels. The current general manager is Yang Ye.
The second place is Sorbonne, which belongs to Zhejiang Xinghao Plastic Industry Co., Ltd. At present, the company has built more than 260 sales outlets in 28 provinces across the country, and its products are exported to more than 20 countries and regions, and has reached cooperation with many large supermarket chains such as Yonghui, China Resources Vanguard, Renrenle, Carrefour, etc., and successfully settled in NetEase Yanxuan, Yunji and other platforms. On July 18th, Sorbonne was the focus of the 117th China General Merchandise Fair with its innovative design of the Flat Mop, all focusing on the theme of "Flat Mop Experts". At the exhibition, Sorbonne brought a full range of new products - the clean and sewage separation series, which truly separates clean water and sewage during the cleaning process. The current executive director is Shi Liping.
The third place is David, which belongs to Zhejiang Tuopu Cleaning Technology Co., Ltd. Founded in 2000, David Mop, with sales exceeding 100 million yuan in 2012, David Mop has a rich product line, including rotary mops, flat mops, rubber mops and other types to meet the needs of different consumers. Among them, the swivel mop is its most famous product line, which is available in two types: dual-drive and quad-drive. In 2016, David began to make a high-profile brand. Invite star Huang Xiaoming to be the brand spokesperson, and the brand positioning has changed from a rotating mop leader to a mop expert. In 2020, it will reach a 100 million yuan cooperation with Ladder Media, continue to dominate the screen of trendy media, and seize the channel dividend of offline centralized media. In 2024, a new sponge mop was launched, which features a new hand-free absorbent cotton head design for easy dehydration, as well as an innovative half-fold design that allows the mop head to be folded and squeezed for efficient water absorption and drainage. The current executive director is Chen Jian.
Meierya, which ranks fourth, belongs to Hubei Meierya Co., Ltd. (600107. SH）。 The company released its 2023 financial report in May 2024: the operating income in 2023 will be 454 million, a year-on-year increase of about 5.50% compared with 430 million in the previous year. This year, Meier Ya launched a three-in-one mop and sweep washed velvet mop: this mop integrates dragging, scraping and sweeping, and uses washed velvet mop, which is highly absorbent and easy to clean. At the same time, it is equipped with a metal scraper and safety latch, which can easily scrape off floor and water stains. The thickened stainless steel rod and 360° rotating tractor design make the cleaning more flexible and free of dead angles. At the same time, during this year's Double 11, 618 and other e-commerce promotions, Meier Ya Mop also launched a limited-time rush purchase activity to attract consumers to buy at a more favorable price. The current chairman is Zheng Jiping.
In addition, the brands on the list this time also include Mikdo, Baojiajie, Zhiji, Jiayida, Taili and Jiataoli.
02
Sorbonne, Jia Helper, and David are listed as one, two, and three mop hot-selling items - mop hot-selling item analysis
In mid-2024, Douyin's best-selling single product list - MOP TOP15
In the "2024 Mid-2024 Douyin Best-Selling Items List - Mop", the top 15 best-selling items include Sorbonne, Jia Helper, David, Meierya, Baojiajie, Zhiji, and Jiayida. Among them, Sorbonne mop, hands-free washing, lazy mopping artifact, flat mop, household mop, dun cloth, dry and wet dual-use, and mopping net, won the first place with its efficient cleaning, humanized experience, high quality and durability, flexible application and convenient storage. This mop adopts the design concept of one mop, which greatly improves the efficiency of mopping. And the length of the mop lever can be adjusted according to the user's height to ensure that the user can maintain a comfortable posture when mopping the floor. The mop head has excellent water and dirt absorption performance, which can easily clean the debris on the ground, and the mop material is durable, and can maintain a good cleaning effect after a long period of use. The mop head can be rotated 360 degrees, making it easy to cope with various cleaning scenarios.
The second place is the best helper mop, hands-free washing, lazy mopping artifact, the new household mop clean dry and wet dual-purpose flat mop with its efficient cleaning, high-quality materials and other characteristics, has become an ideal choice for modern household cleaning. This mop is designed with a full range of 7-fold cleaning blades, which can avoid the multiple cleaning of traditional mops. The 42CM enlarged tractor can cover a wider area of the floor, reducing the number of cleanings and saving time and effort. At the same time, the mop head steering is flexible and easy to operate. The mop handle is made of high-quality materials that are comfortable in the hand and have a long lifespan. The mop is made of high-quality, durable and easy-to-clean, with super water absorption, wet and dry, which can not only absorb dust and stains on the ground, but also dry the ground quickly.
The third place is David Mop, Hand Free Wash, Lazy Mopping Artifact, Flat Mop, Household Mop, Wet and Dry Mop, Dun Cloth, which has won the love of consumers for its excellent cleaning ability, convenient use experience, and intimate operation design. The mop adopts a hands-free design, users only need to put the mop into the matching cleaning bucket, and the mop can be automatically cleaned and spun dry through simple operation, without direct contact with dirty water and dirt with hands, saving time and effort. Equipped with a thickened three-layer large mop, it covers a wide area, which can clean more floors at one time and improve cleaning efficiency. The unique five-layer scraping design can ensure that the mop is always clean during the cleaning process, avoiding secondary pollution and improving the cleaning quality.
The eighth place is the Baojiajie face towel small mop hands-free washing lazy artifact mop dry and wet dual-purpose household mop flat mop, with its unique design and excellent performance, it has become a powerful assistant for modern household cleaning. This small mop is not only suitable for dry mopping, but also supports wet mopping, which can flexibly respond to various cleaning needs in the home. Whether it's dry dust, hair, or wet stains and water stains, it can easily cope with it and keep the floor clean and tidy. The mop part is made of face towel material, which is soft and skin-friendly and will not cause scratches or damage to the ground.
No. 10 is the automatic face towel mop hand free to wash off oil stains and not dirty hand mop has excellent cleaning ability, and its material or special design can effectively target stubborn stains such as oil stains, adsorb and remove oil stains on the ground, making cleaning work more efficient. The material of the mop is well chosen, which not only guarantees the cleaning effect, but also prolongs the service life of the product. The user experience is fully considered in the design, such as one-button operation, easy to remove and replace the mop, etc. It supports 180-degree rotation in front and back, and can also be flipped left and right, which makes it possible to respond to various angles and gaps more flexibly during the cleaning process, and improve cleaning efficiency.
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