With its core advantages of "space-saving, easy access, and enhanced hygiene", hanging facial tissues have rapidly emerged in recent years, becoming a new growth driver in household tissue consumption. E-commerce platform data shows that in 2024, the number of domestic consumers purchasing hanging facial tissues surged by 183% year-on-year, with transaction volume jumping 215% over the same period. Growth in third and fourth-tier cities and sinking markets far outpaced that of first-tier cities, serving as the core driving force behind the category’s expansion. In terms of usage scenarios, bathrooms and kitchens are the two primary application areas for hanging facial tissues, accounting for 58% and 32% respectively. In bathrooms, hanging facial tissues can be mounted on walls or beside toilets via hooks, eliminating the need to occupy countertop or floor space, and are less likely to fall when pulled, making them particularly suitable for small households; in kitchens, their moisture-proof and oil-resistant properties are highly valued, allowing users to conveniently grab a tissue to wipe countertops and tableware while cooking, avoiding the issue of traditional facial tissues placed on countertops getting stained with oil. Beyond household scenarios, hanging facial tissues are gradually entering public spaces such as office buildings, restaurants, and hotels, further expanding market demand.

Industry insiders analyze that the boom of hanging facial tissues is no accident; it essentially reflects the inevitable upgrading of consumers’ cleaning routines and storage needs, with "hidden storage + scenario adaptation" becoming its core selling points. Seizing this market opportunity, major brands have accelerated their layout in this category, launching targeted product portfolios. Zhihu has introduced the Yuese Orange Hanging Tissue series, featuring waterproof and moisture-proof packaging suitable for multiple scenarios including kitchens and bathrooms, with exquisite embossed designs that balance practicality and aesthetics; Vinda, leveraging its TAD technology advantages, has launched thickened hanging facial tissues with 30% improved toughness and superior water absorption performance; Hearttex has released biodegradable hanging facial tissues, focusing on environmental protection concepts and attracting a large number of users who prioritize green consumption. Some brands have also made detailed innovations, such as adopting replaceable tissue core designs to reduce packaging waste; adding perforated tearing designs for easier use; and launching products in different specifications to meet the needs of various household structures, from single-person households to three-person families. In terms of pricing, hanging facial tissues are slightly more expensive than traditional facial tissues, with individual pack prices ranging from 8 to 20 yuan. However, due to their outstanding convenience, they have achieved high consumer acceptance. Experts predict that with the increase in small-sized housing and the popularization of storage concepts, the market size of hanging facial tissues will exceed 5 billion yuan in the next 3-5 years, emerging as a core niche segment in the facial tissue category.