With the improvement of consumers' quality of life and the enhancement of health awareness, the tissue market is undergoing unprecedented segmentation and innovation. According to the latest "2024 China Tissue Market Research Report", the tissue market has been segmented into as many as 134 categories, among which clothing cleaning tissue, as an emerging force, has 9 segmented categories, demonstrating consumers' strong demand for convenient and efficient cleaning solutions.
The booming development of the clothing cleaning tissue market has brought new growth points to the tissue industry. The size of this segmented market is approaching the 10 billion yuan mark, indicating its huge market potential and broad development prospects. The report pointed out that the clothing cleaning paper towels on the four major shopping platforms (Taobao, Jingdong, Pinduoduo, and Tiktok) were further refined into three scenarios: shoes cleaning, clothing cleaning, and accessories cleaning. Each scenario launched innovative products for specific needs, such as down jacket cleaning wipes, glasses anti fog wipes, and small white shoes decontamination wipes. These products have achieved significant sales results on e-commerce platforms due to their practicality and convenience.
Taking down jacket cleaning wipes as an example, the total sales of the top three brands exceeded 10 million units, fully demonstrating the huge consumption potential of the segmented market. Functional tissues are gradually replacing traditional cleaning tools such as brushes and cloths, becoming the new favorite of modern life. These tissues not only enhance the cleaning effect but also greatly simplify the cleaning process by adding specific functional ingredients such as detergents, anti fog agents, and care agents, meeting consumers' pursuit of a quality life.
However, while the clothing cleaning tissue market is rapidly developing, it has also exposed the problem of low brand concentration. Although the total sales of the top three brands in the top three scenarios reached over 52 million units, their online sales accounted for only 6.49%, and the top three spots for the four major brands (referring to brands with larger market shares, specific names not mentioned) in this field were zero, indicating that the market is still in a fully competitive state and the brand landscape has not yet been finalized. This provides enormous development space for emerging brands, while also placing higher demands on brand building, product innovation, and channel expansion.
Faced with the rise of the clothing cleaning tissue market, entrepreneurs should keenly capture market trends, increase research and development investment, and continuously innovate products to meet the increasingly diverse needs of consumers. Meanwhile, strengthening brand building and enhancing brand awareness and reputation are key factors for enterprises to stand out in fierce market competition. In addition, actively expanding online and offline sales channels and building a comprehensive sales network are also important ways to achieve rapid market growth.