Disclaimer: this article was original published by Mother and Baby Industry Observations.
Sources: https://mp.weixin.qq.com/s/4UBxJoX52FwspkpmuOvqkw
In recent years, the diaper market competition seems to have quieted down, but underneath, the currents are strong. On one hand, the structure is initially set, the industry leaders remain robust, and both internal adjustments and external exploration continue; on the other hand, platform competition sharpens, with shifts in rankings and a diversified channel approach, brands are positioned differently.
Analysis of 2024 sales data on Taobao and TikTok platforms reveals significant differences among the TOP10 brands. Notably, only brands like Huggies, Pampers, Babycare, and YeeBaby are ranked highly on both major platforms.
Looking back over the last ten years of the diaper industry, foreign diaper brands dominated for a long time, with Kao being preeminent. Pampers and Huggies took turns leading, and with the rise of domestic manufacturing, Babycare joined the fray, solidifying the TOP3 brand pattern in the baby diaper race. Going deeper, who can maintain a long-term hold on the TOP4 across all channels and platforms?
According to Magic Mirror Insights data, on Tmall and Taobao platforms, Huggies, Pampers, and Babycare rank as the TOP3, with a total market share of 41.9%, far ahead of other brands.
However, in recent years, TikTok e-commerce has risen rapidly, moving from an emerging channel to a mainstream platform and even becoming a launchpad for many new brands. This is no different in the diaper segment, where a large number of industrial belt merchants and diaper factory brands on the TikTok platform have seen explosive sales, such as Fujian Liao’s Ai Cool Bear, Guangdong Obi’s Obaby, and others.
Digging into the TOP10 brands on the Taobao platform further, besides the TOP3, the other seven are also well-known, such as Bibaobao Baby, which with its unique IP marketing and attractive appearance, quickly won over a new generation of parents and became one of the leading diaper brands. Daio Paper entered the competition with high-end diapers, guiding the high-end diaper consumption market; Laurier equally impressed in the high-end market, pioneering the concept of day and night protection for babies’ diapers. Additionally, it is worth noting that Chubigi saw a remarkable upward trend in 2024, with Magic Mirror Insights data showing a composite rise of 148.6% on Tmall and Taobao platforms over the past year.
Looking at the TOP10 brands on the TikTok platform, Bububandi, YeeBaby, JiaYing, Classic Teddy, Dr. Totoro and others are still newcomers to the race. Among them, YeeBaby merits attention, as it has now become an undeniable dark horse, breaking into the top five on both Taobao and TikTok platforms with very high sales and growth rates that far exceed the industry average, reflecting its strong capabilities. From its inception, YeeBaby has firmly taken the “cost-performance” route. Compared to similar brands, its prices are often more competitive, fully meeting the demands of the new generation of parents who are keen on trying new things, sensitive to prices, and pursue value for money.
A few years ago, the fervor of “everyone making diapers” surged. Today, the diaper industry has already cooled down, but even now, it’s hard to say that the “overall situation is settled,” because in any industry, competition is eternal, and the diaper world is being reconstructed and rewritten year after year.
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