Taiwan's household paper was the first wave of cost response in March this year in response to the continued rise in international pulp prices, but it rarely triggered a wave of buying. At present, due to the weakening of the economy, the paper mills are going to rise and fall. For the market outlook, the industry is committed to consolidating the market and continuing to strive for excellence in product quality and brand management.
Since the fourth quarter of 2016 to this year, the international pulp price has continued to rise for more than a year and a half, and the rate of increase has risen faster than in the past, setting a historical peak in pulp prices, coupled with rising costs of energy and environmental protection. This has a lot of pressure on the use of both cultural paper and household paper. In fact, including white paperboard and cultural paper with less pulp, the price adjustment was carried out in the first half of last year. The household paper was followed up in April last year and was followed up by one of the three household paper mills. The Yongfeng Yu Consumer Goods Industry took the lead in announcing the price adjustment information. Subsequently, major brands such as Zhenglong and Jinlili also followed suit, with an adjustment of about 8%-10%. However, based on the difficulty of transmitting costs, most of the operators took measures to reduce sales and reduce gifts. The way to replace the price increase, and then gradually implement the price. This is also the only wave of price adjustment for household paper last year.
Since the beginning of this year, international pulp prices have continued to rise and hover high, and the costs of energy and environmental protection have also risen again and again, which has increased the burden of production costs of paper mills. In fact, Taiwan’s consumer paper mills have not been able to adjust prices last year. The foot rate reflects the cost, but considering the consumer's acceptance, some of the cost can only be absorbed by the production enterprises themselves, but the cost is rising, the paper mill is overwhelmed, and the first wave of price adjustment in the first quarter of this year is brewed in the fourth quarter of last year. plan.
It is understood that there is a paper mill that intends to conduct the first wave of price adjustment from the beginning of the month, first reflecting part of the cost, about 10% of the adjustment, and expects to reassess the cost load situation in March after the Lunar New Year holiday, and make the second wave of price adjustment. . The first wave is mainly to reflect the rising cost and will be fully implemented for all products and all channels. The basic practice is the same as in the past, including first canceling the gift or reducing the frequency of promotion, and then returning the price to normal. On the other hand, in order to make the price adjustment smooth, the paper mills also hope that the channels will cooperate to promote smooth supply. However, this is the first time to make the first phase of the price adjustment plan in the month. Because it is closer to the Lunar New Year holiday, after deciding to negotiate with the channel business, it is decided to let the channel dealer carry out the price adjustment after the promotion of the annual festival period. Therefore, in fact, The top three producers of monthly household paper did not have price adjustment actions.
Until the Lunar New Year in mid-February, the sanitary paper leading brand Shu Jie producer Jin Yuli announced that it will increase the paper price information by 10% from March, and then a store will announce to consumers in late February after the Spring Festival holiday. The tissue paper factory will start to increase the price of tissue paper in mid-March, and pointed out that the amplitude modulation will reach 30% of the news. The news immediately triggered the consumer panic expectation, which led to a wave of buying toilet paper. In the following weeks, in various channels, chain stores, and even drugstores, the stores were madly swept away by consumers. This move not only triggered the attention of media outside Taiwan, but also regarded it as “the mess of toilet paperâ€. The investigation into whether the Taiwan Fair and the Consumer Protection Association will jointly launch a joint price increase for producers and distributors will also lead to the suspension of the original price adjustment plan in addition to the overtime work demand during the period. Seal and avoid being punished for breaking the law.
Now that things have changed, the industry said that after the rush to calm down, the top three brands of tissue paper are still subject to a wave of price adjustment based on the consideration of cost. However, the amplitude adjustment is not as 30% as the channel dealers say, between 10% and 15%. It has been gradually implemented, but the price adjustment is the only formal adjustment since the beginning of this year. The actual adjustment is still insufficient to reflect the rising cost.
According to the statistics of the Taiwan Paper Association, since the beginning of this year, except for the supply and demand of domestic paper and the reduction of domestic and foreign sales, the sales of household paper mills from February to August have been increasing, and domestic sales have increased, and export sales have continued to decline. trend. It is generally believed that the growth of domestic sales is closely related to the trend of toilet paper rushing from the end of February. In order to cope with the domestic demand, enterprises must adjust to reduce sales.
Further observation, from February to August, the most popular tissue paper for household papers showed a month-on-month growth. The sales volume of removable toilet paper in February was 0.95 million tons, up 16.5% from the same period of last year. Increased to 14,700 tons, up 21.2% year-on-year; slightly decreased to 12.1 million tons in April, up 2.0% year-on-year; domestic sales in May was 0.99 million tons, up 3.3% year-on-year; domestic sales in June were 0.87 million tons, down 14.6% year-on-year This is also the month when the only domestic demand for removable toilet paper fell year-on-year; in July, domestic sales were 0.95 million tons, up 2.6% year-on-year; in August, domestic sales were 0.97 million tons, up 4.2% year-on-year. From the above data, the domestic sales of removable toilet paper in February was close to 10,000 tons, and it has rushed to more than 10,000 tons in March and April. Since then, except for June, which is close to 9,000 tons, the rest of the month is more than 9,000 tons. The toilet paper buying effect before April was obviously fermented, and after April, the domestic demand for removable toilet paper remained at a high level.
According to industry analysis, after a price adjustment in March, the three household paper mills have implemented about 10% - 15% of the adjustment, although the cost is still not enough, but considering the slightly deserted market in Taiwan, the paper mill can only adjust the price. Do not move. Recently, some industry players hope to promote a wave of price adjustments, but they are temporarily suspended because the consumer market is not active. However, the pressures of high prices such as pulp prices, energy and environmental protection are still high.
It is pointed out that the first three factories have made the first wave of price adjustments to reflect the cost after the wave of buying in March, but the price-oriented business strategy is based on the Taiwanese paper market in a short period of time. At the beginning of the third quarter, the official response was made. The amplitude adjustment was similar to that of the first three factories. The products are still looking at the lower market and continue to strive for the recognition of consumers with price-oriented. However, due to the impact of various costs, how to price strategy Profits under the promotion of future operations will be the subject of Jin Shengshi.
As for the first three plants in their efforts to consolidate their market share, they continue to optimize quality and brand management as their operational focus. The industry believes that as consumers buy a lot of toilet paper in February and March, there are a lot of goods to be digested, so the market price and price are still to be further observed before they can confirm the next price adjustment strategy.
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