cream paper, toilet paper, cold paper, moisturizing facial tissue, hyaluronic acid paper...
how particular are the young people of this generation about using paper
"It's a blessing for allergic patients." As a "senior" allergic patient, Luo Lin, a post-90s girl in Hangzhou, hoards a batch of paper towels every spring when the allergy season comes. Since 2019, Rowling's paper towel has been changed from an ordinary paper towel to a special "rhinitis paper" for rhinitis patients.
"It's much easier to use than ordinary paper towels." Rowling introduced that the nose is always worn out with traditional paper towels, which makes the already uncomfortable rhinitis "worse", "rhinitis paper is much softer than ordinary paper towels, and there is no wear out of the nose."
For young people pursuing exquisite life, rhinitis paper is only the tip of the iceberg with more and more subdivision of household paper. Cream paper, toilet paper, cold paper, moisturizing facial tissue and hyaluronic acid paper. These different tissues are in charge of the lives of young people in different situations. Reporter Lou Jinjing
daily use of more than 10 types of paper towels
In the little red book of "grass planting" software commonly used by young people, in addition to the strategy of eating, drinking and playing, there are not a few life posts related to "grass planting" of subdivided paper products. For example, "my mother loves all kinds of wet paper that I will buy", "wet storage toilet paper that I want to store up", kitchen cleanse for "kitchen cleaning C"... These colorful paper products are increasingly popular among young people.
In addition to rhinitis paper, Rowling's most commonly used category is wet toilet paper. "Once you use it, you will open the door of Shanghai New World Co.Ltd(600628) ." Rowling also started "running water" for this purpose. She usually recommends wet toilet paper to her colleagues and friends.
"Especially for young people with hemorrhoids and girls in physiological period, wet toilet paper can greatly reduce discomfort." Rowling said that in addition to the good sense of use, wet toilet paper has another advantage - it can be washed directly from the toilet, eliminating the trouble of throwing garbage.
In Rowling's living space, there are about 10 kinds of paper in different positions: kitchen paper can not only be used to wipe the water stains on the edge of the pool, but also absorb the water that needs to be fried meat. Kitchen wipes are hidden deep in the cabinet and ready to be taken out to clean the oil stain on the stove at any time; The toilet is not only full of rolls of paper, but also stuffed with a cabinet of wet toilet paper to improve toilet comfort; It is packed with toilet paper and disinfectant wipes; Ordinary paper of different sizes always exists on the tea table and dining table for wiping hands, mouth and table; In the interlayer of the wardrobe, there are also several bags of special wet wipes for down clothes to deal with the stains on heavy clothes; The washcloth and moisturizing tissue in front of the dressing table are always added immediately before they are exhausted
Is it not too much trouble to prepare so many kinds of paper towels when asked? Rowling shook her head firmly. "It's no trouble. Let different paper towels be used in their own special place. It feels that the whole living space has become a lot more organized." In Rowling's view, this is a small coup to improve life happiness.
cost performance depends on "hoarding"
However, for Rowling, who is still in the struggle stage and needs to be careful in her life, the unit price of these paper products is not cheap. For example, the specification of a brand is 20 × The 4 pack of cream paper costs around 20 yuan, while 120 draws. × The price of 20 bags of ordinary pumping paper is about 30 yuan, and the price difference between the two is very obvious.
Not to mention 20 yuan for two packs of only 24 pieces of wet toilet paper and 39.9 yuan for three boxes (200 cigarettes / box) of hyaluronic acid, which can buy 20 rolls of paper at the price of the latter.
In order to ensure delicacy without additional expenses, hoarding paper has become a must-have program for young people like Rowling at the shopping festival. In many of Rowling's friends' homes, there is always a cabinet for all kinds of paper towels, which will be replenished from time to time to ensure that it is packed full.
In addition to using large discounts to store paper during the shopping festival, Rowling also made a lot of efforts to store paper. "After doing my homework online, I learned that there are more OEM factories making wet toilet paper and roll paper in Jiangxi and Fujian. I will go to 1688 to find a local factory for wholesale." Rowling said that although there will be some differences in quality compared with brand products, it is better in economy and practicality.
In fact, there are not a few young people who hoard paper like Rowling. If you search xiaohongshu with the keyword "paper hoarding", there will be more than 90000 relevant notes. The "paper hoarding operation" of major shopping festivals or e-commerce platforms can often gain a lot of praise.
Correspondingly, the sales volume of related paper products increased significantly. The 2021 Jiaqing blue ocean category trend report released by Ipsos, a market research institution, shows that in 2021, the online sales of wet toilet paper increased by 65% year-on-year. Among the sub categories of paper products and wet towels, the sales increased the most rapidly. The wet toilet paper showed a high-end trend, accounting for 74% of the high-end market share, with a growth rate of more than 63%.
paper towels "rolled up"
In order to "stand out" from all kinds of dazzling paper products and catch the "eye" of young consumers, major paper brands consciously began to "roll up" and racked their brains in terms of composition, efficacy and marketing.
For example, in the field of wet toilet paper, fuyanjie, Mayinglong Pharmaceutical Group Co.Ltd(600993) and other brands have also joined the war. They strengthen the "bacteriostatic" effect of wet toilet paper according to their own advantages. Fuyanjie wet toilet paper adds Centella asiatica, Sophora flavescens, Baibu and Cnidium, claiming to erase 99% of bacteria Mayinglong Pharmaceutical Group Co.Ltd(600993) wet toilet paper focuses on additives such as Hamamelis extract, aloe vera extract and honeysuckle extract, and emphasizes that "not all wet toilet paper is sanitary wipes".
"For me, the sense of use is not bad. I can only say that benevolence sees wisdom." Rowling said that after trying three or four different brands of products, she will eventually return to cost-effective products.
In addition, many brands have further subdivided the field of moisturizing paper. For example, the new Kleenex paper towel is mainly made up of "Hokkaido milk" ingredients, of which the milk refers to the cream, which contains the essence of Hokkaido milk imported from Japan. Nepia's "nobleman" moisturizing handkerchief paper contains squalane essence, natural glycerol and sorbitol, which can help skin care moisturizing paper feel. "King" is the main moisturizing effect of facial tissue, containing high-end cream (hyaluronic acid, glycerin, bone collagen) ingredients, designed to become the girls' "fixing machine".
However, bu Zhangyu, deputy director of the dermatology department of a hospital in Hangzhou, does not recommend excessive use of such products, He believes that: "The skin is the largest system of the body. There is a normal fixed value of flora itself. These fungi are beneficial to the body and will participate in the formation of skin lipid membrane, the formation of skin keratin, cell metabolism, the regulation and balance of skin immune function. Excessive use of wipes containing sterilization and disinfection will lead to the imbalance of normal flora and be detrimental to the health of the skin."
At present, in the market, the so-called moisturizing facial paper is difficult to moisturize the skin. According to bu Zhangyu: "The moisturizing ingredients contained in the facial paper, such as hyaluronic acid, have the function of increasing water locking, but they do not contain water. They need to be covered with milk or cream to keep the skin moist. Compared with ordinary paper towels, these products have better water absorption and texture, and can make people with facial and nasal sensitivity and cold feel more skin friendly and comfortable during use. However, if they are excessively moisturized for the so-called moisturizing function Using such products may increase the evaporation of water on the skin surface and make the skin drier, which is counterproductive. "
