In American culture, adult diapers have long been taboo, and no one wants to admit that they are incontinent, let alone go to the store to buy them. Although Procter & Gamble launched Attends as early as 1978, its care products were mainly sold to medical institutions, but Kimberly-Clark changed its sales model and proposed a "self-service vending" solution, persuading retailers to place a coin box next to the products on the shelves, and customers paid to put money directly into the box without being disturbed. This model broke through the marketing barriers of personal care products such as sanitary napkins, and also allowed the subsequent birth of the partner brand to enter the US incontinence product market, and maintain a leading position for more than 30 years, accounting for nearly 50% of the market share.
Deban, along with Curiosity and Gaojiesi, is also the world's largest tissue paper producer, Kimberly-Clark. A strong R&D organization is Kimberly-Clark's most important source of competitive advantage, employing more scientists and engineers than any other paper company. Thin and seamless underwear diapers are the key products of Deban, accounting for about 75% of the total sales of the brand, although the nursing pad is not the main one, there is only one universal type, but it also uses the same technology as the curious baby diapers, the surface layer is soft and the material is skin-friendly, the three-dimensional embossing is large and convex, the pursuit of air sense, can quickly guide the liquid, the body is thickened and absorbed, and the large size of 58cmx90cm can also meet the needs of a variety of occasions.
Partners, who have an absolute advantage in the U.S. market, are not well accepted in China. Chinese adult incontinence products are still in the introduction stage, and consumers have almost no brand awareness. Users with short-term needs such as surgical hospitalization and childbirth may not be too sensitive to price, while for patients who have been bedridden for a long time, price is an unavoidable factor. The reference price of 3.6 yuan for a single piece of Deban nursing pad does not have any price advantage.
