From regular facial tissues on the living room coffee table to strong oil-absorbing tissue beside the kitchen stove, from hanging facial tissues in the bathroom to portable cream tissues on the bedroom nightstand, from fluorescent-free soft tissues in the mother-infant room to anti-static tissue towels in the study, the trend of scenario segmentation of household tissue is becoming increasingly obvious, and the era of "one tissue for multiple uses" has gradually passed. Consumption data released by e-commerce platforms shows that in 2024, the sales growth rate of segmented categories such as kitchen special tissue towels, bathroom hanging facial tissues, mother-infant special soft tissues, sensitive skin special facial tissues and car portable tissue towels all exceeded 50%, far exceeding the average growth rate of 5% of ordinary tissue products. Among them, the growth rate of mother-infant special tissue products is the fastest, reaching 68%; the growth rate of car portable tissue towels reaches 56%, becoming a new growth highlight. Behind the scenario segmentation is the diversification and precision of consumer demand. Taking the mother-infant scenario as an example, parents not only require tissue products to be free of fluorescent agents and whitening agents, but also have high requirements for softness, air permeability and water absorption; while in the car scenario, consumers pay more attention to the portability, moisture resistance and ease of tearing of tissue products. There are also differences in scenario needs among consumers of different age groups. Young consumers pay more attention to the personalization and appearance of scenarios, while middle-aged and elderly consumers pay more attention to practicality and cost-effectiveness.

The diversification of consumer demand has driven enterprises to accelerate product innovation and scenario layout. Major brands have set up special scenario R & D teams to deeply explore the use pain points in different scenarios and launch targeted products. To address the pain point of kitchen oil stain cleaning, enterprises have launched strong oil-absorbing tissue added with surfactants, which can quickly dissolve oil stains and improve cleaning efficiency by 50%; to meet the needs of mother-infant groups, they have launched fluorescent-free soft tissues made of food-grade raw materials and tested for skin irritation. Some products are also added with moisturizing ingredients to adapt to the delicate skin of infants and young children; for sensitive skin groups, they have launched mild wet toilet tissue without essence and alcohol, adopting a weakly acidic formula that fits the pH value of human skin; for the car scenario, they have launched small and portable mini facial tissues with waterproof packaging design that can be fixed on the car air outlet. In addition to the products themselves, enterprises also fit scenario needs in packaging design and specification setting, such as kitchen tissue adopting extended and widened design, bathroom hanging facial tissues adopting moisture-proof packaging, and car tissue towels adopting adhesive packaging design. Vinda Group has even adopted a scenario-based experiential marketing model, setting up simulated scenarios such as "living room, kitchen, bathroom, mother-infant room" in terminal stores, allowing consumers to intuitively feel the adaptability of different tissue products. Industry experts said that scenario adaptation has become the core competitiveness of household tissue enterprises. In the future, enterprises will further refine scenarios and launch more customized products, such as pet special cleaning tissue for pet families and antibacterial moisturizing tissue towels for rhinitis patients. At the same time, scenario integration will also become a new trend, such as facial tissues with both skincare and cleaning functions, kitchen tissue with both environmental protection and antibacterial functions, which will bring consumers a more comprehensive use experience.