On April 23, Hangzhou Coco Healthcare Products Co.Ltd(301009) ( Hangzhou Coco Healthcare Products Co.Ltd(301009) ) issued the annual report for 2021. During the reporting period, the company achieved an operating revenue of 1.186 billion yuan, of which the company’s independent brand business achieved a sales revenue of 391 million yuan, excluding the impact of epidemic prevention materials, an increase of 6.15% over the same period of last year.
In the field of independent brand business, the company focuses on adult incontinence products, including adult diapers, adult lesbian pants, adult diapers, nursing pads and other products. According to the statistics of China household paper Commission, in 2021, the company and the “reliable” brand ranked first among the manufacturers and brands of adult incontinence products in China (mainly according to the comprehensive ranking of sales indicators). According to Euromonitor data, the company ranked first in the market share of adult incontinence products in China in 2021. The company has formed a two wheel drive development model of “independent brand + ODM” focusing on adult incontinence products, and the independent brand “reliable” has become the leading brand of adult incontinence care in China.
In June 2021, Hangzhou Coco Healthcare Products Co.Ltd(301009) officially landed on the gem, and the raised funds will be mainly used for the construction of smart factories, the upgrading and construction of technology R & D centers, brand promotion and replenishing working capital. The company said that with the implementation of fund-raising investment projects, especially the implementation of smart factory construction projects, the company will seize the development opportunities of the industry, closely follow the market demand, continuously expand the adult incontinence products market, continue to enhance the company’s market competitiveness, consolidate the industry position and enhance profitability.
silver economy rising, deep cultivation of adult incontinence
According to the data of the National Bureau of statistics, China’s population aged 65 and over accounted for 14.2% in 2021. With the increasing aging population, the adult incontinence products industry is developing rapidly driven by the increase of users and the increase of penetration. According to the statistics of the professional committee of household paper, the proportion of adult incontinence products in the absorbent sanitary products market continued to increase, reaching 9.5% in 2020, with a scale of more than 11.5 billion yuan, an increase of 22.5% over 2019.
Hangzhou Coco Healthcare Products Co.Ltd(301009) in the segment of adult incontinence products, it not only entered early, but also has a high degree of focus. Since its establishment, it has aimed at the adult incontinence products market and the trend of aging development in the future. After years of development, Hangzhou Coco Healthcare Products Co.Ltd(301009) has become one of the most influential manufacturers of adult incontinence products in China, with a rich product line covering all levels of high, middle and low.
requirement definition manufacturing promotes comprehensive upgrading
During the reporting period, the company continuously optimized the performance and experience of its main products and developed new products. The company participated in the formulation and release of 5 national standards and 3 industry group standards. The company’s own brand product structure has been continuously optimized, and has launched professional men’s absorbent towels, as well as light incontinence products, invisible absorbent towels and invisible travel pants designed for Asian women.
In the field of ODM, the company adheres to the high-end ODM positioning of Keai factory, adheres to the optimization of ODM strategic customers, provides brand customers with a full range of and whole process services, and realizes the common growth and win-win cooperation between the two sides. In 2021, the company will select Chinese brands in the domestic market, and overcome the epidemic abroad to ensure supply.
In terms of marketing, the company continues to promote the transformation from product marketing to brand marketing, accumulate more user groups loyal to the company’s brand, optimize transformation and repurchase, and enhance the lifetime value of users.
In order to further activate the brand power, the company launched a brand upgrading plan and released a brand-new super IP image of “reliable and dynamic elderly”, which has subversive changes in the image, which not only outlines the dynamic image of a new generation of Chinese elderly people, but also shows the determination and confidence of the company to continue to cultivate the elderly incontinence care, elderly care and welfare industries. The “enjoy the old and live happily” of “dynamic elderly” is just in line with the concept of happiness, health and longevity for the elderly, and has shaped the image of fashionable nursing products under the background of common prosperity.
In terms of channels, the company has seized the development of new retail channel sales models such as e-commerce in the past few years and actively arranged online sales business. During the reporting period, the company actively expanded new channels such as live broadcasting with goods and community group purchase. In “double 11” in 2021, the company ranked first in the sales list of adult diapers on tmall, Taobao, jd.com and pinduoduo platforms, and has won the sales champion of adult diapers in e-commerce channels for many consecutive years. In terms of offline channel expansion, according to the characteristics of the use scenarios of independent brand adult incontinence products, the company focuses on developing special channels, new retail and other fields, and arranges offline channels such as stores around the hospital, OTC, nursing homes and government procurement. In addition, Tequ will bring more accurate consumers to the company.
In 2021, another key task of the company is to promote the digital construction of smart factory. It will not only promote the digital construction of hardware in the construction of three-dimensional warehouse and machine replacement, but also further comb and improve the company’s internal supply chain management process to ensure the continuous improvement of the overall supply chain efficiency. Digital construction will help the company build an intelligent enterprise that can quickly respond to the personalized needs of consumers, and transform from “design defined manufacturing” to “demand defined manufacturing”. (CIS)
