Wet Toilet Paper Sales Grow 11.5% on Celebrity Marketing
By Jessie Wang
3 min read
Executive Summary#
China's online sales of wet toilet paper reached CN¥ 3.05 billion from December 2023 to November 2024, up 11.5% year on year (YoY), which made it the fastest-growing of the three towel product categories in the period. In the category, Deyou (德佑) combined a celebrity collaboration tied to the TV drama Joy of Life Season 2 with content-led distribution, and water purification became the main point of product difference.
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Market Growth Driven by Volume and Value#
Wet toilet paper was the only towel product category in which revenue and volume grew at the same time, while prices of regular wet wipes fell and cotton soft towels grew modestly.
Wet toilet paper revenue grew 11.5% YoY to CN¥ 3.05 billion
Content-Led Channels and Category Education#
Content-led platforms became an important channel for wet toilet paper in the period, because the category still needs to be explained to many consumers. Short-video content can show the benefits of the product more effectively than a static e-commerce listing can.
Deyou's Strategy: Celebrity IP and Content-Led Distribution#
Deyou's approach to wet toilet paper had three parts:
Celebrity IP Collaboration: The Joy of Life Season 2 partnership with spokesperson Zhang Ruoyun generated strong social media engagement. The volume of Deyou's social media content and the distribution of its fans show a clear link between the timing of the celebrity campaign and consumer interest.
Content-Led Distribution: Deyou built its wet toilet paper business with content-led platforms as the main place where shoppers discover and buy the product, an approach that reaches consumers earlier in their purchase journey.
Product Innovation: Deyou invested in water purification as a point of difference, positioning its products on EDI pure water technology alongside "zero additives" claims that appeal to health-conscious consumers.
Product Innovation: Water Purification as Differentiator#
In the period, product differentiation in wet toilet paper centred on water purification technology, through these claims:
- EDI pure water: Electro-deionization technology producing ultra-pure water for premium positioning
- Hot spring water: Natural mineral water content as a luxury differentiator
- Deionized ultra-pure water: Technical-sounding claims that signal quality to educated consumers
- 99.9% antibacterial: A standard hygiene claim used by most new entrants
Softness, ease of use, and portability are core consumer demands
Competitive Landscape: Brand Strategies#
Established brands in wet toilet paper compete from different starting points:
- Vinda (维达): draws on its tissue brand heritage for cross-category credibility
- Kleenex (舒洁): competes on international brand recognition and perceived quality
New entrants mainly compete on content-led platforms and established marketplaces with value pricing and antibacterial positioning, while the larger brands combine celebrity marketing with distribution scale.
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About the Data#
This analysis draws on Moojing Market Intelligence data covering December 2023 to November 2024. Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete Towel Products whitepaper.
This content adheres to Moojing's editorial standards .
