With the intensification of the consumption upgrade trend, the household tissue market is transforming from a "basic satisfaction-oriented" model to a "refined quality-oriented" one, and consumers' functional demands for tissue products are becoming increasingly diversified and scenario-based. As a tissue enterprise that has always been user demand-oriented, Qingshun Tissue has keenly captured market changes, shifting from "single-category supply" to "full-scenario solutions". Through precise scenario-based innovation, it provides customized tissue products for different user groups and usage scenarios, reconstructing the household tissue experience. In 2024, the sales volume of Qingshun Tissue's scenario-specific tissue products increased by 68% year-on-year, among which the growth rate of segmented categories such as mother-and-baby special and sensitive skin special exceeded 100%, becoming the core driving force for the enterprise's growth.

Qingshun Tissue's scenario-based innovation originated from in-depth excavation of user needs. To accurately grasp consumers' pain points, the enterprise established a professional market research team, conducted a nationwide user survey lasting for one year, covering more than 20,000 families, and conducted in-depth analysis of the tissue usage habits and demand pain points of consumers of different age groups and family structures. The survey found that the tissue usage scenarios of modern families have been highly segmented. Different spaces such as living rooms, kitchens, bathrooms, and bedrooms, as well as different needs such as mother-and-baby care, sensitive skin care, and outdoor travel, have different requirements for the function, specification, and design of tissue products. For example, mother-and-baby families pay the most attention to the safety and softness of tissue products, people with sensitive skin have extremely high requirements for the non-irritating nature of tissue products, and the kitchen scenario requires tissue products with strong oil absorption and high temperature resistance.

Based on the survey results, Qingshun Tissue launched a "scenario-based product matrix", creating exclusive products for core household tissue usage scenarios. In the mother-and-baby scenario, the enterprise launched the "Qingshun Baby" series of mother-and-baby special tissue products, covering categories such as soft facial towels, facial tissue, and wet toilet Tissue. This series of products is made of food-grade virgin bamboo pulp, passed multiple safety tests, free of fluorescent agents, whitening agents, and fragrances. The tissue has undergone special softening treatment, with softness improved by 50%, which can effectively care for the delicate skin of infants and young children. Among them, the mother-and-baby soft facial towel adopts an 80g thickened design, with both cleaning and skin care functions, and can be used as a substitute for towels. It quickly became a popular product after launch, with a monthly sales volume exceeding 500,000 packs in 2024. To meet the portability needs of mother-and-baby families, the series also launched mini-sized products, which are convenient to carry when going out.

For people with sensitive skin, Qingshun Tissue created the "Soothing & Cleansing" series of tissue products, which adopts a weakly acidic formula that fits the pH value of human skin, added glycerin moisturizing ingredients to reduce friction irritation to the skin during wiping. The cream tissue of this series has become a "must-have product" for rhinitis patients and people with sensitive skin by virtue of its delicate touch and moisturizing effect. Compared with ordinary cream Tissue, Qingshun Tissue's soothing cream tissue adopts a 7-layer structure design, added imported squalane essence, with higher softness, and has passed dermatological sensitivity tests. Even with frequent wiping, it will not cause skin redness and stinging. In 2024, the sales volume of this series of products increased by 135% year-on-year, gaining wide market recognition.

In the kitchen scenario, Qingshun Tissue launched the "Powerful Oil Absorption" series of kitchen Tissue. Targeting the pain point of kitchen oil stain cleaning, it adopts Airflash porous structure technology, with an oil absorption capacity 7 times that of ordinary kitchen tissue and an oil absorption rate of over 95%. The product adopts a double-layer composite structure with a thickness of 0.15mm, featuring excellent toughness, not easy to break during wiping, and can easily cope with cleaning needs such as stove oil stains and tableware water stains. At the same time, this series of kitchen tissue has high temperature resistance, can be used for anti-dripping treatment during microwave heating, and can also be used for food preservation, with comprehensive functions. To adapt to the kitchen storage scenario, the product adopts a hanging packaging design, which can be fixed on the kitchen wall, saving countertop space and making it more convenient to take.

In addition to core household scenarios, Qingshun Tissue also actively expands the needs of segmented scenarios. For the car scenario, it launched the "Portable & Moisture-Proof" series of car tissue, which adopts a waterproof packaging design, can be fixed on the car air outlet, and is suitable for different car models. For the outdoor travel scenario, it launched mini portable facial tissue, which is small in size and easy to put into pockets or backpacks. For pet families, it launched "pet-specific cleaning Tissue", which has strong water absorption and easy cleaning properties, and can be used for pet hair wiping and feces cleaning. The rich scenario-based products enable Qingshun Tissue to cover the full scenario of household tissue use and meet the personalized needs of different users.

To enable consumers to better experience scenario-based products, Qingshun Tissue has innovated its marketing model, setting up "household scenario experience zones" in many offline stores across the country, restoring real scenarios such as living rooms, kitchens, and mother-and-baby rooms, allowing consumers to intuitively feel the adaptability of different products. At the same time, the enterprise has strengthened online scenario-based marketing, released product usage skills in different scenarios through short video platforms, and accurately reached target users through live streaming. In addition, Qingshun Tissue has established a sound user feedback mechanism, collecting user opinions through e-commerce platform comment sections, customer service hotlines and other channels, and continuously optimizing product design and functions.

Behind the scenario-based innovation is the strong R&D strength support of Qingshun Tissue. The enterprise has an R&D center covering an area of over 20,000 square meters, equipped with more than 200 professional R&D personnel, and invests 5% of its annual sales revenue in R&D. By the end of 2024, Qingshun Tissue has owned 86 patents related to scenario-based tissue products, covering multiple fields such as raw material formulas, production processes, and packaging design. In the future, Qingshun Tissue will continue to focus on user needs, further explore the tissue usage pain points in more segmented scenarios, plan to launch customized products for special groups such as rhinitis patients and the elderly, and at the same time explore scenario integration innovation to create composite tissue products with multiple functions. Qingshun Tissue has always believed that only by accurately insight into user needs and driving product upgrading through innovation can it maintain a leading position in the fierce market competition and bring consumers a higher quality and more convenient household tissue experience.