Xinxiangyin, together with Jierou, Vinda and Qingfeng, is known as the four giants of China's household paper industry, with sales ranking in the forefront, and won the Golden Wheat Quality Award, known as the "Oscar of E-commerce", in 2017. According to the China Federation of Commerce and the China National Commercial Information Center's national large-scale retail enterprise sales survey, Xinxiangyin ranked first in the household paper market share for 11 consecutive years from 2004 to 2014.
 
Facial tissues are mainly used for personal cleaning, and the requirements for water absorption are not as good as kitchen paper, most brands focus on the flexibility of paper towels, but Xinxiangyin is different, and attaches great importance to water absorption, which is one of the reasons why it is ahead of the other three giants in the field of kitchen paper.
 
The water absorption of facial tissues is affected by factors such as raw materials, internal fiber structure, embossing process, etc., and there are many gaps in the structure of the heart-to-heart printing paper towel, and at the same time, chrysanthemum-shaped or tea-shaped embossing is used to form a water conduction channel with the inside, and in the face of the embarrassing situation of spilling coffee and beverages, not only the water absorption is stronger than similar products in the industry, but also not easy to be damaged after wetting. The most representative is the tea language classic series and the tea language silk series, the former smells of a faint tea fragrance, after cleaning up water stains, it can better cover up the smell of coffee and drinks, but the thickness is only 3 layers, the degree of solidity is far less than Depot, Vinda, etc., it is easy to fall off crumbs if you rub it vigorously, it is recommended not to reuse.
 
Another series that reflects the water absorption is the bamboo π natural color paper series, the series uses bamboo pulp as raw material, bamboo fiber is porous fiber, and the cross-section is highly hollow, according to the capillary phenomenon, the more hollow parts, the faster the absorption of water, compared with the wood pulp fiber of ordinary paper towels, the water absorption rate of bamboo π natural color paper series is higher, and it is not a problem to clean up water stains. However, the bamboo pulp fiber is slender, the fiber structure is dense, the feel is not as fluffy and soft as that made of wood fiber, but the price is higher, and the unit price of the paper is more than 3 yuan, which has little advantage for the facial tissue that pays attention to the skin-friendly feeling.
 
In addition to the above series, Xinxiangyin also has a simple and simple classic series, a red and festive Hongyue series, and a soft and comfortable baby series, each series has different specifications of S, M, and L to choose from, which can meet the needs of different occasions.
 
I have to admit that Xinxiangyin, as a brand that has been in the tissue industry for many years, has a deep understanding of the hearts of consumers, especially in packaging design, which is always ingenious, such as Minion packaging set off a "stealing heart and big eyes" craze in the tissue market, and also won the best FMCG product of Universal Pictures in 2017. Compared with Vinda, Xinxiangyin is not cost-effective, the price of each pack of pumping paper ranges from 2.7-6.2 yuan, and 12 packs of handkerchief paper are more than 5 yuan, but the various personalized packaging that is often launched is the favorite of many consumers.