Consumption Observation of Toilet Paper Products in Taiwan

Yongfengshi includes many well-known household paper brands such as Mayflower, Deyi, and Tenderness, ranking second in the domestic toilet paper market, second only to Kleenex. A few days ago, on June 27, 2022, the board of directors approved an investment of 1.01 billion yuan to purchase paper machine and processing production line related equipment to upgrade the production line. In addition to domestic sales orders, can manufacturers expand due to insufficient orders from abroad? Angle data sample survey of 24,327 consumers who have purchased toilet paper products in the past six months, and found that many consumers who buy toilet paper will buy removable toilet paper. Statistics show that the average cycle of consumers purchasing removable toilet paper is 51 days. The mode of the number of consumers in the cycle falls on 27 days, and the purchase cycle of the median number of consumers is 15 days. This distribution shows that half of the consumers will buy removable toilet paper within two weeks, and the other half of consumers are used to buying in large quantities. As a result, the shopping cycle has become very long. Regarding consumers who buy in large quantities, it is known from statistics that many consumers have a repurchase wave of "retractable toilet paper" on the 27th day.

In the statistical data, the products with the shortest purchase cycle of toilet paper products are "wet wipes" and "paper handkerchiefs". Long, indicating that most consumers often buy wet wipes. The majority purchase cycle of paper handkerchief consumers is 29 days, while that of wet wipes falls on 25 days. This phenomenon is caused by the relatively large amount of wet wipes used. Perhaps toilet paper product manufacturers can pay attention to consumers’ preference for wet wipes. Demand for paper towels changes. On the whole, the longest purchase cycle of toilet paper products does not exceed 200 days. This data indicates that consumers can only hoard toilet paper products for about six months, so the price of toilet paper products will change at the slowest at six After a month, all consumers will feel it.

Among the toilet paper products, the products with the longest average purchase cycle of consumers are "kitchen paper towels/napkins" and "flat toilet paper", which means that consumers consume these two paper products relatively slowly. In other words, consumers The demand or consumption rate is much lower than that of "wet wipes" and "paper handkerchiefs". "Facial paper" is one of the papers that many consumers like to use. The average purchase cycle of consumers falls on 49 days, the mode cycle is 22 days, and the median purchase cycle of the number of consumers is 41 days, indicating that about half of facial tissue Consumers who need paper need to go to the channel to replenish facial tissue products in about one and a half months. If the e-commerce provider operated by Observer sells facial tissue-related products, remember to remind consumers to buy back or promote one and a half months after consumers purchase facial tissue products. The reminder at this time will cause the least interference to customers and can achieve the highest repurchase rate. There are many types of facial tissue, among which oil-absorbing facial tissue has special functions. According to the survey data, about 20% of facial tissue buyers have the demand for oil-absorbing. Paper product developers can refer to consumer demand for development and evaluation.

The purpose of the survey by observers is to understand market changes and propose corresponding solutions. The length of the consumer’s purchase cycle affects whether the manufacturer’s cash flow is sufficient. Consumers purchase a large amount at one time, and the store channel can obtain sufficient funds for use at one time. However, due to It will take a long time to wait for the next fund to enter the market. Small e-commerce companies may have operational problems due to the long time of fund allocation. Through the observation of the consumption cycle, operators can make proper use of funds. These are all data-based Data management is an important part of the enterprise.

Angle data sample survey of 24,327 consumers who have purchased toilet paper products in the past six months, 17% live in New Taipei City, 16% live in Taipei City, 13% are active in Taichung City, and 11% live in In Taoyuan City, the sample population of Kaohsiung City ranks fifth, accounting for 11%. The consumption scale of toilet paper products is also an important part of market evaluation. If observers are interested in in-depth research, they may wish to observe the differences in the shopping cycle of consumers purchasing toilet paper products in each county and city in Taiwan, so as to understand whether the purchasing cycle of toilet paper products in urbanized cities is relatively long, or whether it is purchased in rural areas The cycle is relatively long? After precise research and calculation, the industry has the opportunity to improve the current situation of logistics congestion caused by the demand for toilet paper products. Observers can further explore whether the purchase volume of toilet paper products is relatively large in urbanized cities, or is the purchase volume of toilet paper products in rural areas relatively large? Does the fact that many public facilities provide toilet paper products in urbanized cities make consumers less sensitive to the price of toilet paper products? Understand the consumption attributes of consumers in different counties and cities in Taiwan.

Observing data from the perspective of consumers and channels, observers can find that Costco is the main channel for consumers to purchase toilet paper products, accounting for about 13% of the consumer population, while the channel Quanlian Welfare Center ranks second in the consumption population of toilet paper products. , only 0.13% behind the channel Costco, Carrefour ranks third in the number of fans of toilet paper products, and the fourth channel is Baoya Life Store. Does Baoya Life Store have a chance to surpass Carrefour? It may be a big challenge for Baoya's management team in the future. In the observation of the distribution of cities and channels, Costco chooses to set up physical channels in cities with a high proportion of consumer population to grasp the cash flow in areas with high population density. Indeed, this strategy allows Costco to grasp a lot of toilet paper products. Consumer population, however, after Quanlian Welfare Center merged with RT-Mart, Costco began to be challenged and threatened. The proportion of consumer population of toilet paper products in Costco is no longer the first place, and toilet paper products account for 0.13% of the consumer population. Quanlian Welfare Center can easily overtake the gap in proportion. How will the management of "Costco" respond to this warning? Perhaps a focus worthy of attention by Taiwan market watchers. The same situation also happened to Carrefour and Dinghao Supermarket. After the merger of these two channels, the consumer population of toilet paper products has been on par with Costco. The three channels of "Costco", "Lian Welfare Center merged with RT-Mart", "Carrefour merged with Dinghao Supermarket" are the main battlefields for many commodities in the future, excluding the Internet channel. The strategies and cooperation brands of these three channels It will affect the sales of commodities, and the well-known household paper brands under Yongfengshi should also face the pressure and challenges of distribution channels in the future.

Then turn the observation point of view to the brand of toilet paper products. According to the data, the top ten toilet paper products are ranked in order of market share: Kleenex, Kirkland, Mayflower, Spring Breeze, Carrefour, Huggies, Lideqing, Carnation, Deyi, and Bejieya, Mayflower, which used to occupy the second place in the toilet paper product market, has now retreated to the third place, and "Mayflower" ranks first and second in toilet paper products The market share gap between brands is getting bigger and bigger. Although Kirkland, the second-ranked brand of toilet paper products, has a gap of more than 10% in the purchasing population and the number one Kleenex, it ranks only 10% in terms of market share and sales amount. 5% behind the Kleenex brand, is it true that the strong channel of Costco has allowed Kirkland Kirkland's toilet paper products to grow substantially, and it is enough to shake the long-term position of Kleenex, the leading brand of toilet paper products in Taiwan? Perhaps Observers can further observe Kirkland brand toilet paper products, in which channels are they sold? Besides the "Mayflower" brand, which commodity brands have been surpassed by the Kirkland commodity brand in the past six months? Perhaps the brand management team needs to pay a little attention to the real-time dynamics of the KIRKLAND brand in Taiwan.

The overall consumer satisfaction of toilet paper products is reflected in the proportion of consumers who purchase. Currently, the overall satisfaction of the Kleenex brand is 5 stars, and the overall satisfaction of the Kirkland brand is 2.5 stars. The third-ranked Mayflower brand only scored 1.8 stars in satisfaction, which shows that Taiwanese consumers' support for the Kleenex brand is still at a high level. If observers want to know more about consumers' satisfaction with brands, such as brand ratings such as softness, water absorption, etc., they can use the product keywords of AngleTech to assist observers in further investigation and research. Through the analysis of products purchased at the same time, observers can understand that consumers may be facing certain problems. Consumers need to combine two or more products to solve the problem. Understanding consumers' problems and pain points is conducive to development Manufacturers develop products that are more competitive in the market. There is a 36.8% probability that consumers who buy toilet paper and wet wipes will buy baby diapers at the same time. Perhaps such data is helpful for cooperation between brands or the development of new products. It can be observed through data from various angles. Maybe There is an opportunity to improve consumer satisfaction and win back market share.

Source: AngleTech 2022 Consumer Consumption Transaction Database