The reckoning of domestic sanitary pad brands: Implications for consumer trust in China

Sanitary pad brands in China are facing a reckoning, one that has both exposed flaws in product quality and ignited a broader conversation about consumer rights. In recent weeks, the domestic sanitary pad industry has been under fire, with major brands like ABC, Sofy, Kotex and Space7 facing a surge of consumer backlash. This controversy, which started with allegations of misrepresented product specifications, has spiralled into a broader critique of the industry's practices, reshaping consumer perceptions and potentially creating opportunities for cross-border competitors.

The Controversy: Shrinkflation and Subpar Standards

The uproar began with revelations that the advertised lengths of many sanitary pads were misleading. Consumers discovered significant discrepancies between the actual and claimed sizes, leading to accusations of "shrinkflation" - cutting product size while maintaining price. Critics pointed out that brands consistently adhered to the lower end of "acceptable" production standards, such as a ±4% length discrepancy, without ever exceeding expectations. This deliberate cost-cutting was seen as a systemic betrayal of trust.

Compounding this was the issue of pH standards. While women’s health products are expected to prioritize safety, many sanitary pads were found to have pH levels aligned with non-skin-contact textiles like tablecloths, potentially causing irritation or harm to users. Industry responses emphasized compliance with national standards, but this defense only highlighted the inadequacy of those standards, further fuelling public dissatisfaction.

Consumer Backlash: A Shift in Advocacy

The scandal took a decisive turn when ABC, a leading domestic brand, made dismissive comments to consumers who raised concerns, including the now-infamous phrase, "Buy it or don’t." This sparked a nationwide boycott movement, with consumers forming alliances to pressure retailers into removing ABC products. The backlash extended to other major players, signalling that the frustration wasn’t just with one brand but with an entire industry perceived as exploitative.

Some believed this marked a shift in how Chinese consumers advocate for their rights. Empowered by social media, they have leveraged their collective voice to demand transparency and higher standards, breaking decades-long taboos around menstruation and menstrual products. The result? The sanitary pad market is under more scrutiny than ever, with consumers becoming more educated and vocal about their needs.

Implications for Domestic Brands and Cross-Border Opportunities

The fallout from this controversy may have ripple effects beyond the sanitary pad sector. As domestic brands scramble to rebuild trust, cross-border brands could seize the moment. Foreign sanitary pad brands - often associated with stricter quality controls, innovative designs, and consumer-first approaches - are well-positioned to capitalize on the distrust of domestic products.

This incident could also nudge further skepticism of domestically produced goods across categories. Consumers may begin to scrutinise other product sectors for similar issues, potentially driving demand for imported goods that promise higher standards and transparency. This shift aligns with solid demand for cross-border ecommerce in China, where consumers increasingly seek premium and safe alternatives.

What Domestic Brands Can Learn

Domestic brands have an opportunity to turn this crisis into a chance for reform. Transparency, better communication, and genuine consumer-first policies will be key. Addressing the core issues - length discrepancies, questionable pH standards, and poor customer service - is non-negotiable. More importantly, brands need to educate consumers on how their products meet and exceed health and safety standards to rebuild trust.

Brands that actively engage with this new wave of consumer advocacy, embrace regulatory changes, and implement meaningful improvements could emerge stronger. However, those that ignore the call for reform risk permanent damage to their reputation.

Conclusion: Cross-Border Brands’ Moment to Shine

The sanitary pad controversy underscores a broader trend in the Chinese market: consumers’ increasing willingness to demand accountability and quality. While domestic brands grapple with this reckoning, it could give foreign players a window to further position themselves as trusted, innovative, and consumer-focused alternatives.

Beyond sanitary pads, this shift in perception could impact how Chinese consumers view other domestic products, particularly sensitive products such as female hygiene. For cross-border brands, it’s a moment to reinforce their commitment to higher standards, leveraging the opportunity to build long-term loyalty in one of the world’s most contested markets.