Production wet wipes is a highly profitable business in the industrial niche, which is constantly in high demand among consumers.
Due to this, it is possible to quickly establish the sale of all manufactured products.
It is not difficult to start your own workshop in this niche. And here it is possible, both the production of wet wipes with a custom logo, and their mass production. Having developed a business plan and clearly following it, an entrepreneur will be able to quickly reach the break-even point, receiving consistently high incomes.
Wet wipes are hygiene products made of non-woven material and a special impregnating composition. So how to open your wet wipes production from scratch, which will be distinguished by high profitability?
Expanding the range of products
The main advantage of this direction is high consumer demand. But this also gives rise to one significant drawback - considerable competition in the segment. Take a look at the shelves of stores and pharmacies - there is always the widest range of wet wipes. And one of the most effective ways to deal with competing enterprises, in addition to producing quality products, is to offer consumers big choice products. So, from the very beginning it is worth focusing on the fact that within the walls of the workshop we will receive wet wipes in individual packaging for various purposes.
All wet wipes produced today can be divided into 2 large groups:
- Domestic use (glasses and mirrors, leather, office equipment);
- Cosmetic purposes (cleansing, antibacterial, hygienic, children's).
Baby wipes, in terms of technology, are produced on the same equipment and by the same method as other types of products. And the difference between them lies only in the formulation of the moisturizing composition.
In order not to spend impressive funds on the development of special recipes, it will be enough for a novice entrepreneur at first to work on only 2-5 impregnating compounds. And in the future, as profits grow, you can think about further expanding the range.
Manufacture of wet wipes. Raw materials
When setting up your wet wipes business, it is important to establish contacts with trusted raw material suppliers. And it is better if all components are supplied to the workshop in bulk - so there are less costs.
Non-woven material is the basis of future wipes, consisting of cellulose and synthetic fibers. And in order for the products to be of high quality, the material must be carefully selected, since its range is quite wide, and the ratio of natural and artificial fibers here can vary. And the "naturalness" of raw materials in to a large extent reflected in its value.
The choice will depend on what type of napkin is planned to be produced. For example, if you plan to make wet wipes for children, you should purchase only environmentally friendly material, but wipes for wiping glasses can contain more than half of artificial fibers.
Not a single operating enterprise will open its formulations of impregnating compounds. The liquid can contain a variety of components - fragrances, aroma congestion, disinfectants and antibacterial agents. And when selecting impregnating liquids from suppliers, one should focus on the type of product that is planned for release. For example, wet wipes for intimate hygiene in the composition of the impregnating liquid should not contain caustic and skin-irritating substances.
Package
Finished products can be packaged in different ways - from plastic bags to plastic containers. To offer customers cheaper products, it is worth buying plastic containers.
By including the cost of purchasing raw materials in the business plan for the production of wet wipes, you can calculate how much money will be spent monthly on providing a raw material base.
The formulation of the impregnating composition is a trade secret and is developed either by the manufacturer itself or under the order. In addition, ready-made impregnation lotions can be purchased from European companies such as ISP Biochema Schwaben (Germany) and Univar (Austria), etc.
In general, the formulations of wet wipe lotions vary significantly depending on their intended use. For example, cosmetic wipes often include cream or cosmetic milk. Sanitary napkins are impregnated with a solution of soapy and refreshing ingredients, they differ in varying degrees of humidity. The composition for intimate wipes is very gentle, often deodorizing substances are added to it. Cosmetic wipes with plant extracts (chamomile, calendula, St. John's wort and plantain) are widely distributed. They protect the epidermis well, moisturize and disinfect the surface of the skin. St. John's wort and plantain wipes also help relieve itching after insect bites and act as an anti-inflammatory agent for redness and irritation.
Baby wipe formulations typically include herbal supplements, such as chamomile extract and aloe vera. Such formulations are specially designed for children with sensitive and problematic skin. There are also impregnating compounds that relieve irritation of the skin of babies after sunburn, as well as specially designed for children prone to allergic reactions. Wet wipes may contain an antiseptic. Special place in caring for a baby, oiled wipes are occupied. The composition of the impregnation includes vegetable oils, thanks to this, the non-woven base receives good cleaning properties. These wipes are designed to clean children's skin from impurities, in addition, they have protective properties and are indicated for lubricating damaged skin areas.
The composition of the impregnation of wet wipes for animals often includes oils - sea buckthorn oil, tea tree oil, etc.
Some chemical substances are part of almost any wet sanitary and universal wipes: propylene glycol, PEG-40, EDTA, perfume fragrance.
Consider some of the components of lotions for wet wipes in more detail.
propylene glycol
Propylene glycol is a colorless thick liquid with a slight characteristic odor, miscible with water and alcohol, and has hygroscopic properties. Its boiling point at atmospheric pressure is 187.4 °C, its freezing point is -60 °C, and its density at 20 °C is 1.037 g/cm3. LD50 - 34.6 mg/kg. Autoignition temperature 421°C. Aqueous solutions of propylene glycol are not flammable up to 60°C. Based on propylene glycol, the most environmentally and toxicologically safe household heat carriers are produced.
Propylene glycol is considered one of the best and most effective moisturizers used in cosmetology. In shampoos, it is also used as a means to stabilize the emulsion phase, improve spreading properties. cosmetic product creating a pleasant sensation on the skin. It is a good solvent that does not cause skin irritation. Not toxic. Caprylic/Capric triglyceride is also a humectant. Since it has a plant base (triglycerides), it acts as an emollient, softening and moisturizing the skin.
Properties:
Country of origin: Germany
Empirical formula: CH3CHOHCH2OH
Appearance: Clear liquid, almost odorless
APHA Chroma: 1.433%
Density: 1.036
Water: 0.05%
Chlorides: 1 mg/kg
Sulfates: 1 mg/kg
Polyethylene glycol
PEG-40. Moisturizing, softening. Odor fixer. Effective cleaner. Antistatic. Solubilizer. Viscosity regulator. Has no emulsifying effect. Dispersing and gelling agent.
Ten years ago, the production of wet wipes on a contract basis in Russia was seen more as a potential opportunity than as a reality of the Russian market. The order could be made in China, Turkey, Germany, but not with us. This was due to the fact that the product was also a novelty for our market, and there were not enough enterprises capable of providing quality services, there was no information, and also due to the unwillingness of new manufacturers to lose a significant part of their profits. However, quite a bit of time passed, and wet wipes from Russian and CIS manufacturers began to compete with imported analogues.
Today, virtually every wet wipes company has private label orders in its portfolio. Contract manufacturing is the fastest growing segment of the Russian perfumery and cosmetics market: its growth reaches 80-90% per year. And the growing demand for the production of products under the contract is largely formed by the growth of Russian retail.
The idea of contact production at third-party facilities appeared almost simultaneously with the emergence of private labels. Initially, the private label was a tool to increase profits by increasing sales volumes with a small margin, but later the role and tasks of the private label became more complicated. Private label (PL) has become one of the ways to reach the target audience and the way to retain customers and increase their loyalty. In world practice, it has developed so that most private label products are cheaper than their counterparts, so they are more attractive. This also applies to wet wipes. After all, today wet wipes have become an indispensable attribute of our lives and are present in a young mother's handbag, driver's pocket or traveler's backpack.
To date, such domestic companies as Avangard LLC, Cotton Club LLC, Grand A.V., Moscow wet wipes factory, Efti Kosmetik CJSC, Vestar LLC, Zetel company, Maksan LLC "a company from Cherkessk LLC "Bumfa Group". Manufacturers from Ukraine are actively working - Biosphere Corporation, Delita LLC from Donetsk.
It should be noted that the range of capabilities of domestic manufacturers is very extensive - they are able to produce wet wipes of various formats, with different properties, fragrances and purposes. Although wet wipes have been on the market for a relatively short time, manufacturers have already gained experience in the wet wipes industry and offer mutually beneficial partnerships to all interested parties. Even now, new technologies, equipment fleet and modern processes used in production allow them to produce a wide range of high-quality, safe and efficient products.
Who is interested in contract manufacturing?
Today in Russia and Europe there is a trend of active development of private labels among large retailers. Many chains introduce new private labels into their assortment and are actively engaged in the development of Private label. This is due to the fact that the main percentage of the consumer audience is aimed at purchasing economy class products, although in recent times there is also an increase in the consumption of middle-class goods. Due to the lower price of the shelf (unlike branded goods), private label goods look more attractive, while in order to maintain and subsequently develop customer loyalty to a private label, manufacturers pay increased attention to the quality of goods. Thus, Private label products are becoming a better alternative to vendor-branded products, and for wet wipe manufacturers, this means an increase in the supply of manufactured products in the near future.
Network retailers resort to contract manufacturing to achieve the following results:
- promotion and popularization of the brand of its network;
- income growth due to lower input prices;
- increasing competitiveness;
- increase in the number of loyal customers;
- marketing support of own brand in the market.
Since contract manufacturing leads to a cost reduction of at least 25-30%, placing orders for the production of private labels has become an obligatory part of the retailers' development strategy.
In general, the development of own brands is of great importance for margin growth. By selling goods under its own brands, the seller improves its financial performance. However, goods under the chain's private label are recognized by customers if they are impressed by the chain's brand itself and its values. And being loyal to him, the client transfers his trust to private label products.
Among the customers can be hotels, transport companies, air carriers, cafes and restaurants, enterprises of other industries. Contract manufacturing of wet wipes may be of interest to companies operating in various industries and activities during their promotions, sweepstakes and other marketing activities.
For example, the Avangard company produces wet wipes under a private label for such large retail chains, such as Auchan and Lenta, pharmacy chains - 36.6, First Aid, Doctor Stoletov and others, the largest foreign manufacturers of hygiene products - Johnson & Johnson, car dealership chains, companies specializing in household products, advertising agencies and other customers. The volume of manufactured products Private label occupies 42-45% of the total volume of wet wipes.
Manufacture of wet wipes under own brand is extremely attractive for trading companies who can create a brand name, have the ability to sell in high volume and want to capitalize on a mass product. In this case, there are two possible directions of development - contract manufacturing or development of own production capacities. If a decision has been made to develop own production, before launching your own line, it is logical to "test" the project. Thus, the most right decision the first stage will be contract manufacturing.
Let's compare the organization of own production and contract production. What is more profitable?
The main advantage of manufacturing products by third parties is the savings on equipment and rent or purchase of production and storage facilities. When producing a small batch of wet wipes and not knowing the exact frequency of batch release, the cost of production means can be orders of magnitude higher than the cost of producing this batch of wipes from a contractor. At the same time, the customer is not involved in the organizational aspects of production: personnel search, debugging technological process, logistics of raw materials and components.
As with any industrial production, when releasing wet wipes, there are "pitfalls" that may be invisible until you encounter them when starting production. For example, these may be features of importing ingredients from abroad, packaging production, certification features (for example, certification of baby wipes), etc. For a manufacturer with experience, solving these issues is a routine daily work, which is not the first time, but for a beginner it is all new, and overcoming these difficulties takes a lot of money and time. Eliminating the hidden risk factor is one of the big advantages of working with a contract manufacturer.
But not only the technological process of production can cause difficulties for a beginner. In addition to production lines, laboratories are also required, and their maintenance is economically justified only in the case of the production of a large number of various products.
Thus, using the capabilities of experienced manufacturers, the customer receives serious competitive advantages– it saves time and resources by focusing on marketing and sales. In today's dynamically developing market, the loss of time is fraught with loss in competition, and contract manufacturing speeds up the withdrawal process. new products To the market.
So, working under a contract with a manufacturer of wet wipes, customers receive the following benefits, such as:
- exclusion of expenses of the company's resources for non-core activities;
- focus on your core business;
- increasing competitiveness;
- increase in the number of loyal consumers;
- cost reduction and predictable budget due to fixed cost;
- increase in profitability due to a decrease in the purchase price;
- flexibility and increased speed of response to changing market conditions;
- reduction of current investments and, as a result, leveling of risks;
- the embodiment of their ideas with the insufficiency of their own knowledge and resources.
However, is it always beneficial for the customer to place an order for contract manufacturing? Naturally, not always - like any other business decision, it has its limitations and optimal conditions. Restrictions can serve - circulation, specific requirements, production time.
The release of a batch of wet wipes below a certain amount becomes unprofitable. Different manufacturers have different lower production thresholds, and although the main limiting factor in the production of wet wipes in soft packs is the amount of polymer film, this should be checked with the manufacturer. Some manufacturers are trying by various methods to reduce the minimum possible circulation for the customer, thereby expanding the range of potential clients. In most cases, now to produce 10,000 packs of pocket-sized wet wipes, or 1,000 - can cost almost the same.
On the other hand, if the owner trademark there is confidence in regular stable sales, the ability to invest in the purchase of equipment and resources for the organization of production - in the long term, it will be more profitable to own, internal production, and this is determined by the strategic vision of the market by the company's management.
How do you become a "contractor"?
Before offering their wet wipes manufacturing services, a company must properly assess its capabilities. Does it have a reserve of production capacities, free storage and technological areas? Can the company take responsibility for the execution of the ordered work? Is the company able to handle the volume of orders and is it able to provide services for the production of products in the long term? After all, network fines for undersupply of products at the height of the season or for disruption of supplies can hit the manufacturer hard.
To date, among the manufacturers of important wipes, there are no companies working only under contract. All of them have their own brands and a portfolio of orders from private label owners. What is the benefit of a company that has its own, sometimes very strong trademarks, to take orders on the side? This is stability. Contract manufacturing is less profitable than selling your own products, however, contract manufacturing is more stable and can be used to insure against the risks associated with the release and sale of your main brands.
In addition, most manufacturers today have excess production capacity. Modern equipment is highly productive and loading it is the main task of any owner. Among other things, the production of custom-made wet wipes has good financial indicators: profitability is at least 15%. And it is better to earn these percentages on the contract than to service idle equipment and pay salaries to non-working employees.
Contract manufacturing is also a driving force in such an important issue as improving product quality. orders from large Western companies contribute to the improvement of the production culture at the enterprise to international standards - implementation modern technologies production and logistics, change of equipment, strict compliance with standards and the use of new materials when using raw materials and components.
Transnational customer companies attach great importance to the quality management system at the enterprise, the entire production system, as well as how the enterprise implements labor protection and environment, encouraging companies to conduct international audits and obtain certificates of conformity of quality management systems. Russian companies tend to be less demanding.
A striking example of placing a contract order for one of the largest Western players in the market of hygiene products is the production of Johnson & Johnson baby wipes by Avangard. A few years ago, the company's representatives began to carefully select a production site for the contract production of wet wipes, placing very high demands on manufacturers, both in terms of the management system and in terms of equipping production areas. Vanguard was selected. Currently, partners are successfully cooperating, providing Russia and neighboring countries with children's hygiene products.
What do manufacturing companies offer in the framework of projects for the production of products under the customer's brand?
Today, in the contract manufacturing segment, there are the following types of services provided - full-cycle production or individual operations.
Today, the main method of production under a contract - outsourcing - is also the most in demand. It involves the production of a batch of wet wipes from scratch to the finished product and its turnkey transfer to the customer, the owner of the trademark. In this case, it is possible to obtain a low cost of packaging wet wipes due to the fact that the manufacturer immediately purchases large volumes of packaging film, material for napkins, fragrances and impregnation components, containers, and the larger the volume of purchases, the lower the cost.
In the second case, separate operations are performed, for example, only packaging. Everything else - ordering raw materials and various components, their delivery, storage, transportation finished products and coordination between various suppliers and manufacturers are carried out by the customer himself. In this case, the final cost of products for the customer will turn out to be rather higher than if the production was carried out according to the full cycle.
As a rule, when ordering a full-cycle production, manufacturers, if required, undertake the development of the original impregnation recipe, production, certification, packaging and delivery. At the same time, the availability of a choice of proven recipes allows customers to receive products quickly enough, with full compliance with the requirements of the technical specifications for production and maintaining quality.
If the customer needs to develop a packaging design, then this can be done full-time specialists manufacturing companies. And also the manufacturer can take over:
- development of the product concept taking into account the competitive environment;
- development of complex recipes that satisfy demanding customers;
- purchase of components and raw materials from leading world companies;
- selection and purchase of component materials, taking into account the latest fashion trends.
The range of manufactured wet wipes is already very wide. If at the beginning of its development, the product category - wet wipes - was represented by only a few positions (baby and universal wipes), now manufacturers are ready to offer wipes for various occasions. These are hygienic, automobile, napkins for animals, for plants, glasses and office equipment.
Sometimes customers ask to make an innovative product for them, trying to turn it into a unique product offer in the future. But the release of a truly innovative product - a new tissue material, impregnation formula or packaging - requires significant investment, which means a huge amount of money and time that companies do not have at their disposal today. Therefore, as a rule, Russian manufacturers create new products only by combining already known components. Obviously, even this work can be performed by professionals who are fluent in production technologies, medicine and cosmetology, fashion trends and market needs. All this, as a rule, is not available to the customer.
In the latest trends that exist in the market of wet wipes, one of the largest manufacturers - the company "Avangard" produces products from materials with different composition of non-woven material, a different range of densities and textures (from 35 g / m 2 for economy class goods to 60 g / m 2 for premium goods), with a wide range of different formulations of impregnating lotion. The company pays great attention to the quality of packaging materials: to attract the attention of end users, the latest achievements in the field of color and print lineature are used.
Stages of private label production
The first step is an idea. It is very important to choose a direction. It is not difficult to produce a product now, it is more difficult to sell it, especially if it is not in demand. Therefore, the main task at this stage is to analyze the demand for the product. Whether to release wet wipes in economy, premium format or non-standard size wipes, whether it will be one type or a line with different fragrances - all these and many other issues must be resolved at the first stage even before the start of production.
At the second stage - product development, it is important to determine what you would like to get as a result - low cost, a product with a twist, choose the material of the napkin and fragrance, packaging. All this will further affect the preparation time for production and the quality of finished wet wipes.
The third stage is the sample. In accordance with terms of reference several samples are being prepared. After their testing, the project is either approved or finalized to the final version.
The fourth stage is certification (registration). The manufacturer prepares the necessary package of documentation and conducts state registration.
The fifth stage is the production of the first batch. After approval of the samples and receipt of permits, an experimental batch of wet wipes is produced.
The last stage - the sixth - serial production.
Contract risks
The main risk for customers when selecting a manufacturer "for a contract" is the wrong choice of a contractor and an insufficiently carefully drafted contract.
When choosing a manufacturer for the production of wet wipes, each customer hopes to find a partner who can guarantee high quality manufactured products, acceptable cost, having flexible production, capable of both increasing circulation and reducing it without significant losses. One of the important factors when choosing a contractor is the ability to strictly meet the delivery deadlines, especially during the high season of wet wipes sales. Compliance with deadlines is one of the most important factors in the competitive struggle among manufacturers.
The experience of the manufacturer in the implementation of orders also deserves attention. An experienced manufacturer, in addition to having all the equipment necessary for the production, must also have extensive connections among equipment manufacturers, suppliers of components and raw materials. This is a condition for the production of napkins with an optimal price-quality ratio in the shortest possible time, since time is not spent searching for components and materials.
It is advisable to find a contractor who will not approach the execution of the order formally, point out flaws and inaccuracies in the creation of the project, will participate in product improvement, strive to minimize costs, improve the quality of the product as if it were part of his own line. Providing comprehensive support at all stages of contract manufacturing, assessing manufacturability, compatibility with the equipment used and production modes, recommendations for improving parameters should come from the contract manufacturer, regardless of the size and importance of this order for him.
The contractor should not be bureaucratized. The rapid exchange of information when working on any order contributes to the speed of bringing the product to the market and, as a result, increases the competitiveness of both the customer's products and the contractor's services.
The calculation of the cost of producing wet wipes should be transparent to the customer. Any customer has the right to receive the following information from the contract manufacturer:
- schedule of work with a description of the stages of production and delivery;
- calculation of raw materials, materials and components for the produced batch;
- time characteristics of the technological process of all major operations;
- list of used equipment.
Risks of a "contractor"
Reassessing your abilities. The manufacturer is gaining a large number of orders. At the same time, the transition from one type of wipes to another requires reconfiguring the equipment, washing the units, etc. These are additional costs and time costs - as a result, profits fall. And non-fulfillment of the order, disruption of supplies, drop in quality can lead to large financial losses.
Preparations begin for the implementation of a potentially large order, but the contract is not concluded. The problem in this case arises if special, rarely used components or packaging were purchased during preparation, which can not be used later.
Price risk: the manufacturer's profit cannot be too high, otherwise this order will become unprofitable for the client and he will go to another manufacturer offering a lower contract price.
The customer reduces orders, giving part of the volume for production to another company. As a result, production load falls and profitability decreases. The extreme case of this situation is the loss of a customer. If the volume of the customer is too high in the production portfolio, and sales own brands are not supported, then the loss of such a client may lead to the closure of the company.
Continuous growth
Competition is intensifying and there are a number of factors that determine success in the competitive struggle: maintaining a common leadership position in the market in your industry, the quality of the raw materials of the product (the quality of the non-woven fabric, impregnating lotion), the quality of the packaging - colorfulness, brightness, spectacular design and functional properties) , the supplier's production capacity, the supplier's flexibility in relation to partnerships with the buyer, the clarity of logistics schemes, the absence of defects in goods during deliveries (even during a period of sharp seasonal increase in order volume), attractive price policy. All these components together play a decisive role in the choice of a supplier by the client. 
On March 21-22, 2013, the VIII International Business Forum BBCG "Regional Brands and Private Labels in modern networks"The first place among private label suppliers in the non-food category was taken by one of the largest players in the wet wipes market, the Avangard company. The company not only occupies a leading position in the production of wet wipes, but also independently produces non-woven materials both for its own production needs, and for the purpose of selling them to other manufacturing companies.
The first prize at such a significant event is definitely an indicator of a high degree of partner trust; an assessment that characterizes LLC "Avangard" as a reliable and trusted supplier, building continuous interaction with its customers at the highest level and paying great attention to the quality of cooperation. The company is constantly developing, giving paramount importance to the quality and range of the supplied product.
The company is constantly working to increase production capacity, improve production technologies and increase the range of products offered. Cooperation with both European and Russian suppliers of raw materials certified according to the main international standards(ISO, FASP, etc.) allows you to use only high quality components. Thanks to integrated approach the company successfully passes regular audits of production sites, supplied raw materials, management systems and product quality control systems by major customers.
In conclusion, it should be said that more and more networks, large wholesalers and distributors produce wet wipes under their own brands. As a result, competition among a dozen players is also growing. domestic market production of wet wipes. And although, with the current well-established production facilities, the availability of modern equipment, well-trained personnel, the production of products is quite fast and simple, it is becoming increasingly difficult to get an order. However, high competition in this industry helps to keep prices at a fairly low level with high quality wet wipes produced, and this is in the hands of ordinary buyers.
For the production of branded goods, it is best to register an LLC. But the most difficult thing will not be registration and not even obtaining permits from the fire inspectorate and SES. To protect yourself from competitors and make your products recognizable, you need to register a trademark.
This is done by FIPS (Federal Institute of Industrial Property).
The procedure itself can take up to a year and a half., therefore, it is necessary to deal with the logo and design of the trademark, as well as submit an application in advance. The cost of all services related to registration is in the range of 750-1100 dollars.
room
Making napkins requires a minimum of space. Enough 60-70 square meters. The plant should consist of a workshop (we take into account only one production line) and a warehouse for storing raw materials and finished wipes. Its rent will cost about 600-900 dollars a month.
Room requirements:
- Ceilings from 3 meters;
- Electrical network 380 V;
- Availability of sewerage, ventilation system, plumbing, fire system.
Do not forget that the repair and preparation of the premises for work will also require investments: about $ 1,000.
Wet wipes production technology
Production consists of several stages. Initially, the non-woven material (raw material), together with the packaging material, enters the same machine. At this stage, a design drawing is applied to the packaging. Further, the packaging material is arranged in such a way as to form a "sleeve" in which future napkins are placed. At the same time, the product is impregnated with cleansing and aromatic agents. The soldering machine cuts the resulting sleeve into pieces and connects the edges of the package with a heated knife. Then it remains only to package the resulting products.
Equipment for the production of wet wipes
The most appropriate is an automatic or semi-automatic line of equipment. It consists of:
- cutting machine;
- Saturation chamber;
- Packing and sealing machine.
To increase production volumes, it is not necessary to purchase several lines. You can choose equipment that can control several production flows simultaneously. The cost of the line starts at $1300-1400 and can reach $7-10 thousand for more powerful equipment.
It is worth paying attention to equipment from such manufacturers:
- GDH MACHINE (Turkey);
- ALKE Machinery (Turkey);
- Chuangda (China);
- Dachang (China);
- Usulpak (China);
- OOO STANPROM (Ukraine);
- OOO Omsk Paper Plant (Russia);
- Omet (Italy).
The most attractive price is for Turkish and Chinese-made equipment. You can also try to look for used machines to save 20-30%.
Raw materials for the production of wet wipes
Several are used to make napkins. different types raw materials, the quality of which determines the quality finished product. The most affordable and simple materials are thermobond and spunbond.. This is a material based on propylene fibers.
Higher quality products from spunlace and airlaid. This is a softer and more durable material that gently cleanses the skin. The most inexpensive base (thermobond) costs around $500-700 per ton.
Impregnation for napkins usually contains distilled water, glycerin, perfume compositions, sometimes vitamins, preservatives. It is not so easy to make it yourself, so it is better to contact the manufacturers of impregnation for wet wipes. It takes about 1 ml per napkin, so if you buy in bulk, you will save yourself a lot of hassle with self-production.
You can buy impregnations in such companies:
- 2D Pharma;
- "ISP Biochema Schwaben";
- "Univar";
- "Penta";
- "Sapsan", etc.
Packaging for napkins is made of polyethylene, lavsan, polypropylene to prevent napkins from losing moisture.
Costs and profits
In calculations, we take as a basis the purchase of a single-stream automatic line. The plant will work in two shifts, which means that it is necessary to hire 6-7 people (these are a technologist and workers, an accountant, a cleaner, a manager).
Investments in business will amount to 11-13 thousand dollars. This includes all costs for registration and obtaining the necessary permits, for the development of packaging design, rental and renovation of premises, equipment, raw materials and salaries. And with a productivity of about 60 thousand packages per month, you can get 8-10 thousand dollars. on the wholesale. With monthly expenses of $5000 (rent, raw materials, salary), your net income will reach 3-5 thousand dollars.
This is a great business idea for those who are not ready to make sky-high investments. At the same time, there are many distribution channels for products, because the goods are really in demand.
Maltimex is one of the first and largest manufacturers of wet wipes in the world. Russian market(tm Aquael, Nuance, Fresh note, XDrive, Your Excellency). The specifics of our approach to building a loyalty program in the Russian market is associated with many factors 1. Wet wipes - impulse purchase 2. Wet wipes - a seasonal product 3. Low culture of consumption of wet wipes 4. Peculiarities of the development of the Russian market of wet wipes Special attention it is worth paying attention to the peculiarities of the Russian wet wipes market
History of wet wipes Use in Ancient Russia The history of wet wipes is very long. The first mention of something like wet wipes is found in documents from the 11th century. On a long trip, they could wipe a tired body or, if necessary, treat a wound. On the ancient Russia A warrior took a leather bag with him on a campaign, in which lay rags of linen fabric soaked in a decoction of celandine.
In China, there were bowls in dining halls, where pieces of delicate cotton fabric lay in water with orchid petals. Use in Ancient China Guests could wipe their face and body with pieces of cotton cloth soaked in fragrant water during long feasts and diplomatic meetings.
Use in the USSR In our time, people associated with space technologies were the first to take care of the return of good traditions. Thus, in the mid-60s. the first "cosmic wet wipes" appeared. Their production was established for the first time in the USSR for astronauts. A long stay in space flights raised the question of the need to create wet wipes for astronauts.
Use in the USA Following us, such napkins began to be produced for US astronauts. Until the mid-70s in the United States, napkins were used only at the table. Then they were converted into a hygiene product for children. Who exactly belonged to this brilliant idea, history is silent. But the fact is obvious: by the 80s, most American mothers groomed their children with napkins. The quality of the products was far from first-class: the cellulose base was poorly saturated with moisturizers, quickly spread when used, the packaging was not “leakproof”, cosmetic substances easily evaporated. But nevertheless, napkins coped with their hygienic role.
Modern history wet wipes The appearance of a new product in Russia is marked by 1997, when the founder of our company, having visited Israel, brought this idea to his homeland. It should be noted that in our country, as well as in the CIS countries, the wet wipes market is very young and quite promising. In the late 90s, we were monopolists in the distribution of wet wipes, and our company did not set strategic goals for building a loyalty program for customers. But we knew that the Russian FMCG market in this segment is very capacious and will repeat the growth dynamics of the European market. This was confirmed by the rapid growth of the culture of consumption of the product, the emergence of new distributors on the market.
The role of own production in brand management. In 2004, we founded one of the first wet wipes production in Russia, the Zetel company. Zetel has the most high-tech equipment, modernized workshops, highly organized workforce meets the most stringent European quality and hygiene standards. With a broad distribution structure and in-house production, we are able to manage all brand-related processes from the product development stage.
Wet wipes market research In order to create wet wipes that meet the requirements and preferences of the consumer, it was necessary to assess the level of consumer culture, market capacity in this segment and its development trends. And in 2006 we became the initiators of opening a new direction in ACNielsen - research of this market. Last year, the market growth was 27% in absolute terms and 31% in monetary terms, it can be assumed that this trend will continue in the next 2-3 years. This will allow you to count on an increase in sales. Due to our own production, last year we grew by 28% compared to 2005.
Internal statistics Dynamics of shipments of wet wipes AQUAEL, NUANCE, INTIME in y.y. (rub.)
The place of Maltimex in the market of wet wipes Among manufacturers, Maltimex has undeniably maintained its leadership position for the 2nd year in a row. 2006
The role of the manufacturing company in shaping the Russian wet wipes market The role of the manufacturing company in shaping the wet wipes market is very significant. We offer goods not in the segment where price niches have already been formed, and where there are guarantees to hold on due to the next dumping. We offer goods of impulse demand and do not look for, but form price niches ourselves.
Determination of price niches in the market First steps towards building a loyalty program 1. Marketing research with the involvement of SOLDIS Branding & Communication Agency and ACNielsen 2. Analysis of internal statistics 3. Income level of the Russian population 4. Culture of consumption of wet wipes in Russia 5. Social psychology of the Russian consumer Allowed us to do conclusion that in our country there should be at least 3 price niches and 3 target audiences. The most important task of the manufacturer is to build loyalty in the product itself.
Wet wipes economy class (first price niche) Low-income or unenlightened consumers potential buyers we defined in one target audience and attributed to the buyers of the product of the first price niche - economy class. Product requirements: Good stuff Pleasant fragrance Impeccable performance Our goals: To attract the attention of the buyer to the product To encourage the first purchase To instill a sense of the need or convenience of using wet wipes
Wet wipes in the middle price segment (second price niche) In the middle price niche, the target audience are buyers who are already familiar with the product and average income, evaluate the correspondence of quality and price before making a purchase. It is more difficult to build a loyalty program here, because. many offers from manufacturers. When creating a product, we try to meet the following parameters as much as possible: 1. high quality material 2. pleasant fragrance 3. attractive design
Premium Wet Wipes (Third Price Niche) Wet wipes consumers in the upper price niche are upper-middle-income consumers. For this target audience, we offer premium wet wipes (high price for high quality). The product must be unique, contain special, previously unused compounds.
Umbrella brand Its role in building a loyalty program Families have different budgets and therefore napkins should be presented in different price segments. In order to increase the effectiveness of our loyalty program, we decided in 2007 to create the Aquael umbrella brand. Aquael (economy segment) Umbrella brand "AQUAEL" Aquael (middle price segment) for 2 types of networks Aquael (premium)
Trade marketing as the main way to build a loyalty program Alas, the product will not sell itself, so we are very seriously engaged in promoting the product. Given that wet wipes are an impulse commodity, the main way to build a loyalty program is trade marketing. Our loyalty program consists of many BTL promotions and is looped:
Tools Used in Trade Marketing This is the sales season for this product. Therefore, before the start of the season, we must ensure the availability of goods in the warehouses of our regional partners. We use the following Sell-in tools: profitable bonus programs for the volume of purchases free logistics discount for the first order, etc.
Sell-out Instruments Next, the main Sell-out instrument enters the process. Motivation programs sales staff Mystery Shoppers distributors ( Mystery shopper), professional competitions, bonus systems. At the same time, our observations confirm the opinion of BTL-market specialists - the team bonus is not effective, the individual bonus is. Personal motivation allows you to increase sales by an average of 20% against a 10% team bonus. In some cases, we hold competitions among our partners' sales managers.
Consumer-promotion tools We also approach sub-clients individually. Basically, these are retail market players. 80% of purchase decisions are made at the point of sale. For a product of impulse demand, an important factor successful sales in the retail network is a competent consumer-promotion: merchandising design of points of sale with POS-materials holding events with the involvement of promotional staff
Efficiency of merchandising Wet wipes are an impulse purchase, and in order to interest the consumer, it must be constantly in sight, that is, in the checkout area of \u200b\u200bstores, end display, extended display. Using the example of our cooperation with the Ramenka chain, the effectiveness of placement at the cash desk is confirmed by an increase in sales per day up to 6 times! In the network of Auchan hypermarkets, the end display provides an increase in sales at times! After the promotion, sales increase by 15-20% in relation to the period before the promotion. This indicates the existing loyalty to the product and brand.
Efficiency of designing points of sale with POS materials This event gives us up to 20% increase in sales due to an increase in the number of initial purchases. Carrying out promotions with the involvement of promotional staff (tastings, sampling, a gift for a purchase, etc.) is very effective method promotion, but very costly. Experts believe that it will soon lose its relevance at points of sale, in Moscow this is already observed, in the regions this process will be indicated later. This is explained by the fact that the cost of a place in Moscow over the past 2 years has increased by an average of times. We believe that this tool in the consumer promotion structure is effective only when launching a new product, when it is necessary to introduce the client to the product.
The problem of enlightenment of the population Event-marketing Now there is a unique situation on the market when it is possible and necessary to pay more attention to the issues of education, training in the use of wet wipes. We participate in publications at the regional level. Use in promotion event marketing: Sponsorship in sports events in the regions, school holidays, city days
Features of the loyalty program in the young Russian wet wipes market Summing up, I would like to emphasize once again what is necessary to build a loyalty program, in our case, to wet wipes. This is Market research and observation of economic development in the country. Now the increase in the solvency of the population will stimulate the emergence of consumers with high demands to product quality. Russian manufacturers we need to follow the path of product improvement and expand production with new lines. Consumer Education
Coalition of Producers Education through ATL is a very big budget for one company. Creating a coalition of manufacturers would allow for joint promotional and educational activities, and the buyer could decide for himself which product to prefer. Then not only the price, but also the quality of products will become a serious organizing principle, which is now the trend in the Russian market.
Government program The government should be interested in the health of the nation. In the conditions of modern ecology, this issue is very relevant. An increase in the number of diseases sometimes occurs due to the ingestion of pathogenic bacteria with unwashed food or hands. The range of wet wipes makes it possible to keep hands clean in any situation and also neutralize wounds with the antibacterial composition of lotions. In our opinion, the government in power should organize a "Health of the Nation" program, similar to the tissue loyalty program in the United States.
The role of the manufacturer in the development of the market for wet wipes A successful manufacturer will anticipate the situation on the market, attract new target audiences. Now we are trying to reposition the value of wet wipes in the bright minds of our population. We offer wet wipes as an accessory, which are so many in handbags. We are working on the design and material of wet wipes. We are also opening a new direction - the production of wet wipes with a therapeutic and cosmetic effect. At the end of 2007, we will offer the consumer moist matting face wipes, impregnated wipes for problem skin.
