In the next 10 years: China's tissue paper industry golden period of development

At present, China's paper consumption is still in the life of the lower level of per capita paper consumption is only equivalent to the United States, 1 / 10. According to statistics, from 1990 to 2003, China's consumption of toilet paper an average annual increase of 11%. In the next 10 years, China will become the life of the world's fastest-growing consumption of paper, the development of market potential.

In the Oct. 10 meeting of the "2004 Forum on Paper" meeting, the Chinese director of the academic committee of the Institute of Paper Mr. Yang Maoxian, introduced life notion of the paper. Paper, including two categories, namely the packaging is paper, and the other is the health of paper. Health paper can be broken down into the kitchen paper, toilet paper, paper napkin, tissues, women's sanitary napkins, baby products such as Niaodian.

The forum focused on the health of the paper. Director Yang said, do not look down on the toilet paper consumption, with economic development, improvement of people's lives, to raise the level of civilization and has a close relationship. Chinese consumption of toilet paper in 1990 from 680,000 tons in 2003 increased to 3,100,000 tons, with an average annual growth rate of 11%. In 2003, the total output of toilet paper to 2,370,000 tons, representing 9.7% growth in 2002, its production and consumption is basically synchronized with the GDP growth indicates that China's consumption of toilet paper is with economic development and improve the quality of life and growth year after year.

Siam Yang said that according to industry forecasts that by 2020, the United States, Europe, the consumption level of Chinese paper show the three pillars of power. This toilet paper industry in China left a huge space for development and a bright future.

China Paper Association, the professional life of the Commission paper of the Secretary-General Jiang Xia Man said that the per capita consumption, the world per capita is 3.4 kg, 22 kg for North America, Western Europe 12 kg, 13 kg for Japan, 2.4 kg for China. In China, consumption of toilet paper a lot of geographical gap, Shanghai, Beijing and other large cities and developed coastal areas in the national consumption of toilet paper around 60% of the total in Gansu, Ningxia, Guizhou, and other backward areas of the western region, more than 70% The rural population still do not use toilet paper. Low per capita consumption of toilet paper, on the one hand, our country is still in the developing countries, but at the same time show that the future development of the huge space, industry prospects.

Jiang Xia Man said, from a global point of view, the toilet paper consumption is growing year by year in recent years the growth rate at 3% -4%. China's consumption growth rate is higher than that of global growth. It is estimated that in 2020, our toilet paper production will reach 9,900,000 tons, now more than tripled. By then, China will also become a major exporter of toilet paper.

From the product structure, China's toilet paper, toilet paper accounted for 70%, 30% Zhijin Zhi, accounting for 8% of the tissue products, accounting for 13% of paper handkerchiefs. In the future, people with the improvement of living standards, the variety and quality of toilet paper, there will be a new development and requirements, such as the sick, the elderly and so on paper.

Whether the number is increasing demand for quality improvement, given China's toilet paper manufacturers to provide the opportunities and challenges.

It is learned that China has more than 800 toilet paper manufacturers. Most of them small businesses, many brands, the production of raw materials are mostly of mixed waste paper pulp. This shows that our production levels, product quality is still relatively low. Experts believe that the future will demand the pursuit of brand-name, the need for diversification. The enterprises to adapt to market demand, it is necessary to scale from raw materials and products structure adjustment of several aspects of change. Chinese enterprises have to be competitive in the capital, technology, management should learn from the experience of multinational companies.

Kimberly-Clark (China) Investment Co., Ltd. Marketing vice-runner-up at the forum on corporate brand building and development strategy in China was introduced.

He said runner-up, Kimberly-Clark's many brands, including Kleenex, Huggies, Kotex has become a world-renowned brands. Kimberly-Clark to the existence of more than 130 years, the paper can be a leader, and they always pay attention to product quality, innovation and technology leadership are inseparable. Kimberly-Clark to hit a large number of "first world", from their eyes always focused on the needs of the market. They found through market research, people living on paper there are several requirements that flexibility, toughness and water absorption. To the tissues, the flexibility of the most important; for paper handkerchiefs, the most important water absorption; on the rolls of paper, the toughness of the most important. As a result, different products have different positioning. Such as Kleenex position is that the soft and delicate combination. The brand is targeted at high-level consumers. He said that the runner-up, Kimberly-Clark in order to ensure product quality, do the following three points:

First, high-quality raw materials, that is, 100% pure pulp.

Second, strict production standards and stability in the production process. Add what chemical elements are hard and fast rules. Kleenex is to ensure the safety of well-known global brands to the main security. Technology is the key to the stability of quality assurance.

Third, for different parts of the design of consumer products.

Paper industry experts agreed that the next 10 years China is the toilet paper industry a period of great development in the hope that more multinational companies such as Kimberly-Clark to invest and build factories to China to help China improve the paper industry as a whole. Chinese enterprises have to create their own brand names, and the world.