在2012年之前的几年里，日本对我国卫生用品的进口依赖度逐年增大。但是，2012年，日本对我国卫生用品进口增速明显减缓，该国采取对内整合采购渠道、对中国企业压价采购，同时拓展印度、越南进口市场等策略，试图减少对我国卫生用品的进口依赖度。面对这样的境况，我国卫生用品行业亟须重新对日本卫生用品市场进行逐层分析，以便准确把握市场动向，积极调整外贸策略。

Before 2012 years,Japan to our country health supplies import dependency has been increasing year by year.but,In 2012,,Japan on China health products import growth slowing significantly,The country take internally integrated procurement channels/To the Chinese enterprise purchase demand,At the same time develop India/Vietnam import market strategy,Try to reduce our health supplies import dependency.In the face of such situation,China health products industry is new to Japanese health supplies market analysis step by step,In order to accurately grasp of market trends,Actively adjust the foreign trade strategy.

　　进口依赖度高

Import dependency high

　　日本卫生用品市场主要分为五大板块：一是纸质卫生材料市场，主要产品包括成人用/儿童用纸尿布、卫生巾及其他生理用品；二是清洁纸棉市场，主要产品包括婴儿用/成人用湿巾、清洁棉等；三是口罩市场，主要产品包括医用、工业用和家用三种类型的口罩；四是卫生材料市场，主要产品包括医疗用纸及三类卫生消毒用品；五是创可贴市场。

The Japanese health supplies market mainly divided into five major parts:One is the paper health material market,The main products include adults/children paper diaper/Sanitary napkin and other physiological supplies;The second is clean paper cotton market,The main products include baby use/adult with a wet towel/Clean cotton, etc;The third is mask market,The main products include medical/Industrial and household three types of mask;The fourth is health material market,The main products include medical paper and three kinds of health disinfection products;Five is a market.

　　日本卫生用品工业联合会公布的统计资料显示，2010年，日本卫生用品市场规模达4843.5亿日元。其中，纸质卫生材料市场规模最大，为3500亿日元（2011年该市场增长到3600亿日元）；清洁纸棉市场为460亿日元；口罩市场为413亿日元；卫生材料市场为292亿日元；创可贴市场为178.5亿日元。可见，口罩、三类卫生消毒用品市场都有250亿日元以上的规模。其他如创可贴、手套、手术帘等产品市场也都有150亿日元左右的市场规模，且发展平稳。在三类卫生消毒用品中，66%的无纺布制品源自以中国为中心的海外生产及进口；医疗用脱脂棉的90%、医用纱布的40%也来自海外生产及进口。

The Japanese health supplies industry federation published statistics,In 2010,,The Japanese health supplies market scale up to 484.35 billion yen.the,The largest paper health material market,For 350 billion yen(In 2011, the market increase to 360 billion yen);Clean paper cotton market for 46 billion yen;Mask market for 41.3 billion yen;Health materials market for 29.2 billion yen;A market for 17.85 billion yen.visible,mask/Three kinds of health disinfection products market is the size of the over 25 billion yen.Other such as band-aid/gloves/Surgery curtain and other products market also has about 15 billion yen in the size of the market,And steady development.In the three categories of health disinfection products,66% of non-woven products from China as the center of overseas production and import;90% of the medical use absorbent cotton/Medical gauze 40% also comes from overseas production and import.

　　值得关注的是，由于2009年流感盛行，日本口罩产量异常增长。而在流感平息后的2010年和2011年，日本不得已对企业口罩库存采取极端调整措施，因而2010年该市场实际规模为413亿日元。在当年口罩总销量中，家用口罩的销量占70%，医用口罩销量占20%，食品工厂和精密电子工厂等采用的工业用口罩的销量占10%。2012年，日本对家庭口罩库存也进行调整，预计口罩市场规模恢复至500亿日元。

There is concern,Due to the 2009 influenza prevalence,Japan mask production abnormal growth.And in flu subsided 2010 and 2011,Japan to the enterprise to mask inventory take extreme adjustment measures,So in 2010, the actual market scale is 41.3 billion yen.In the current mask in total sales,Household mask sales accounted for 70%,Surgical mask sales accounted for 20%,Food factories and precision electronics factory adopts industrial masks sales accounted for 10%.In 2012,,Japan to family mask inventory also adjusted,Size of the market recovery is expected to mask to 50 billion yen.

　　管理门槛提高

Management to improve the threshold

　　根据日本《药事法》，医疗产品被划分为四大类：药品、准药品、化妆品、医疗器械（包含卫生用品）。《药事法》旨在保证这些产品的质量、有效性、安全性；促进药品和医疗仪器的研究开发；针对指定药品作出具体的制度安排，并采取相关措施。医疗机构必须遵照《药事法》的要求，以保证药品质量。

According to Japanese[Drug method],Medical products are divided into four categories:drug/Quasi drugs/cosmetics/Medical devices(Include health supplies).[Drug method]To ensure the quality of the product/effectiveness/safety;Promote the drugs and medical equipment research and development;For specified drugs make specific institutional arrangements,And take relevant measures.Medical institutions must comply with[Drug method]requirements,To ensure the quality of drugs.

　　中国企业进入日本市场需要通过《药事法》规定的一系列程序。企业进入日本时将被划分为制造销售业或制造业，前者涵盖了销售业务。不管哪种业务领域，企业都需要得到日本厚生劳动大臣的认可。制造销售业企业必须获得与药品、准药品、化妆品、医疗仪器相应的许可才可以进行制造销售。不管企业是自行生产医疗仪器，还是委托其他公司代为生产，日本有关部门都要审查该企业是否具备必要的生产管理能力。对于制造业企业，不管是自行生产，还是委托其他公司生产，日本有关部门都须审查该企业是否具备生产能力。生产商在获得许可后，要按照旨在确保制造管理与品质管理的GQP协议进行生产，销售商则需要按照旨在确保售后安全管理的GVP协议投放市场。

Chinese enterprises enter the Japanese market needs through[Drug method]A series of procedures provisions.Enterprise in Japan will be divided into manufacturing automate or manufacturing,The former covers the sales business.No matter what kind of business areas,Enterprises need to get Japan's health minister of labor recognition.Automate manufacturing enterprise must obtain and drug/Quasi drugs/cosmetics/Medical instruments corresponding permission before we can carry out the manufacturing sales.Whether business is to manufacture its own medical instruments,Or entrust other company to production,The relevant departments of the Japan will review the enterprise if the required production management ability.For manufacturing enterprise,Whether to production,Or entrust other company production,Japan's relevant departments are required to review this enterprise whether to have production capacity.Producers in the permission,According to the designed to ensure manufacturing management and quality management of the GQP agreement for the production,Vendors need to ensure that in accordance with the after-sale security management GVP agreement on the market.

　　日本卫生用品的流通渠道主要是医疗机构和市售店面。其中，医疗机构流通渠道又分为药品批发和医疗仪器批发两大领域，包含Alfresa(株)、Mediceo(株)、东邦药品(株)、Suzuken(株)等大型销售企业以及行业协会旗下的各批发点。市售店面流通渠道则包括药房、药店、药局、便利店等10万家售点。

The Japanese health supplies distribution channels is mainly medical institutions and merchant store.the,Medical institutions circulation channel and divided into drugs wholesale and medical instrument wholesale two fields,Contains Alfresa(strains)/Mediceo(strains)/Toho drug(strains)/Suzuken(strains)And other large sales enterprise and industry association's each PiFaDian.Merchant store circulation channels, including pharmacy/pharmacy/Drug administration/A convenience store, and ten thousands of sale point.

　　值得关注的是，近年来，日本对卫生用品的技术要求逐年提升，对企业设置的生产管理门槛也随之提高。因此，越来越多的进入日本市场的中国企业在规范生产线、保证质量的同时提高产量，以及生产特殊规格卫生用品等方面遭遇瓶颈。

There is concern,In recent years,Japan to health supplies technical requirements for promotion year by year,Set to the enterprise production management threshold increases.so,More and more Chinese enterprises enter the Japanese market in the standardization of production line/Ensure the quality at the same time to increase production,And produce special specifications sanitary products and other aspects encounter bottlenecks.

　　在近几年举办的中、日两国企业交流会和技术论坛上，常有中方企业感叹日方的要求越来越“挑剔”，对中国企业技术方面的信任感日益流失。而日方企业则反映，虽然中国卫生用品生产企业为数不少，但是符合该国使用规格的产品却不多，在技术上存在较大差距。日本岩月株式会社品质管理部主任、日本卫生材料工业联合会产业标准制定委员会委员平丸惠三指出，很多中国卫生用品企业过于追求发展，而不太能专注于某个或者某类产品的生产，提高产品的精细度是当下中国企业面临的课题。

In recent years the held/The two countries, enterprise fair and technology on the BBS,Often the Chinese enterprise exclamation Japanese requirements more and more"picky",To the Chinese enterprise technology increasingly loss of trust.And Japanese enterprises are reflected,Although the Chinese sanitary products production enterprise number,But with the use of specifications of the products are not actually many,There is a big gap between in technology.Japan on rock quality management department director of the corporation/The Japanese health materials industry federation industry standards committee flat pill you three points out,Many Chinese sanitary products enterprise is the pursuit of development,And don't focus on one or some kind of production,Improve the product fine degree is the enterprises are facing in the subject.

　　调整进口策略

Import strategy adjustment

　　目前，日本卫生用品行业在其国内采取以铃谦（SUZUKEN）为代表的日系大型流通企业作为进货密集渠道的策略，将产品质量把控和采购结合起来，以保证产品的规格和质量。对外，在中国企业相互恶性竞争的局面中进行压价采购，并减少对华进口；同时，将进口市场扩展到印度、越南等新兴经济体国家，增加对这些国家的进口份额，以达到摆脱过分依赖于中国生产基地的局面。

At present,Japan sanitary products in the domestic industry by using fluid modesty(Suzuken)As a representative of day system large circulation enterprises as purchase intensive channel strategy,The product quality control and purchasing the combination,To ensure that the product specifications and quality.foreign,In the Chinese enterprise mutual malignant competition situation in purchase demand,And reduce import in China;At the same time,Will import market spread to India/Vietnam and other emerging economies,To increase the import of these countries share,In order to get rid of relying too much on the situation of production base in China.

　　技术重点转变

Technology key change

　　关于日本市场对卫生用品的技术关注点，在生理用品方面，日本的卫生巾市场进入成熟期后，产品开发重心由追求吸收性和舒适性向多元化需求和以人体学为指导的表层结构开发转变。在纸尿裤方面，产品开发重点从对婴儿的关注扩展到亲子之间，即不仅注重婴儿的舒适度，也注重父母在使用时的便利性。而在成人用纸尿裤方面，由于日本进入高龄密集期，排泄失禁老人急剧增多，如何提高长期卧床者、沟通困难者的舒适度成为技术关注点。在吸水性树脂产品方面，研发关注点从吸水性树脂、吸水液及吸水力的关系衍生出如何提高产品性能及安全性的问题。

About the Japanese market for health supplies technical concerns,In the physiological sectors,Japan's sanitary napkin after the mature market entry,Product development center of gravity by the pursuit of absorbing and comfort to the diversified needs and to the human body as a guide to learn the surface structure development change.In the disposable diaper aspects,Product development focus from the baby's attention to expand to parent-child,That not only pay attention to the baby's comfort,Also pay attention to the parents in the use of convenience.And in the adult use disposable diaper aspects,Because Japan - into the dense phase,Drain incontinence old man is increased rapidly,How to improve the long-term bed/Communication difficulty comfort become technical concerns.In the water absorption resin products,Research and development concerns from absorbent resin/Suction fluid and the relationship between the suction force derived out how to improve product performance and safety of the problem.

　　中国企业对日本卫生用品市场关注的问题则主要集中在七个方面：1.日本卫生用品国家标准和企业标准与国内标准有何差异；2.日本《药事法》规定的卫生巾生产原材料的基准是什么；3.关于产品舒适度的评价，如果使用了不同的测定方法能否得到一致结果；4.各类卫生用品是否适用于日本医疗保险；5.日本卫生用品产业联合会能否在中国进行抗菌合格认证；6.日本的除臭基准是什么；7.保证高吸水性树脂安全性的pH值是什么。

Chinese enterprises to Japanese health supplies market attention is mainly focused on seven aspects:1. The Japanese health supplies national standard and the enterprise standard and national standard is there any difference;2. Japan[Drug method]The provisions of the sanitary napkin production raw material base is what;3. About product comfort evaluation,If you use a different measurement methods can get consistent results;4. All kinds of sanitary products are suitable to the Japanese medical insurance;5. The Japanese health supplies industry federation can be carried out in China antibacterial conformity certification;6. Japanese deodorization reference is??????;7. Ensure the safety of superabsorbent resin of pH value is what.

　　建言

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　　避免恶性价格竞争  提升品质和信用

Avoid vicious price competition  Improve quality and credit

　　日本卫生用品行业做出的外贸策略调整给中国卫生用品行业敲响了警钟。面对上述变化，中国卫生用品企业必须加强自我规范，提高生产的技术性标准，增强产品国际竞争力，通过行业协会和商会等国家机构平台，一方面积极和日本采购商进行面对面接触；另一方面提升行业凝聚力，避免恶性竞争导致的价格战，以高品质、高信用、高性能的“三高”姿态亮相于国际舞台。

Japan's health products industry to make foreign trade strategy adjustment to the Chinese health products industry was a wake-up call.In the face of all these changes,China's health products enterprise must strengthen self regulating,Improve the production technical standard,Enhance the international competitiveness of products,Through the industry association and the chamber of commerce and other countries institutions platform,On the one hand actively and Japan buyers face to face contact;On the other hand, improve industry cohesion,Avoid vicious competition in price war,By the high quality/High credit/High performance"Three tenors"Attitude at the international stage.