What are the pain points in the adult incontinence nursing market?

‍‍The first is that the concept and cognition is more traditional in domestic, which is the biggest pain point in the market.

For example, the pace of aging is rapid in Japan, and the whole society is fully at ease with using adult diapers, as long as it can help them solve their problems. Therefore, in Japanese supermarkets, the shelf of adult diapers is larger than that of baby diapers, so their cognition and acceptance degree is relatively high.

But in China, because of long-standing cultural and ideological influences, most elderly people will not admit to leaking urine if they discover it. In their opinion, only children leak urine. In addition, many older people have experienced hard times and feel that frequent use of adult diapers is wasteful. ‍

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The second is that most brands' marketing education remains in the initial stage.

Adult care market is still at the stage of market education, but most brands still stay in the initial stage of market education, just with basic benefits or low prices to communicate with consumers. However, the significance of adult diapers is not only to solve the most basic problems, but also to liberate the life state of the elderly, which should be expanded from the functional level of education to a higher level of emotional level.

Third, the difficulty of category communication is high.

The buyers and users of adult diapers are often not the same person, so there are many people who need to communicate with each other. Moreover, once the communication is not good, the buyers choose unsuitable products, which may bring double burden to the users and caregivers. And there is a big difference between adult diapers and baby diapers. We tend to pay more attention to our children. Even if our family is in a pinch, we will try to buy the best products for our children. But to buy things for the elderly, we tend to prefer basic products, which is also a reason for the difficulty of communication.

The fourth is to become a fixed expense for the family.

Adult diapers are a very durable category and may be used for life once entered.

For example, an old man may start to use diapers at the age of 60, if he lives to the age of 90, it means that he will use diapers for 30 years, which is a continuous investment or long-term consumption. But when it comes to baby diapers, consumers know exactly how long they will last.

Europe is relatively good at social welfare, which is probably mostly paid for by the state or the government. In addition, the market education in Europe has been very mature. Once Europeans have the problem of urinary incontinence, they will immediately buy corresponding products to help them build confidence, delay the time from mild to severe incontinence as much as possible, or assist the recovery of incontinence. So they spend less on the back end because they've learned how to solve the problem.

But in China, the elderly are often difficult to talk about this problem, will not use the corresponding products, may not go to the doctor, resulting in incontinence symptoms may become more and more serious.