大王(南通)生活用品有限公司

What 大王(南通)生活用品有限公司 does

Dawang (Nantong) Living Products Co., Ltd. is a wholly-owned Chinese subsidiary of Japan's Daio Paper Corporation, established in 2012 in Nantong, Jiangsu Province to localize the Japanese parent's personal care brands for the mainland Chinese market. The entity operates four consumer brands spanning the full life cycle: GOO.N for infant diapers (with multiple sub-series such as 光之羽, 光羽鎏金, 天使, 冒险家, 甜睡), elis for feminine hygiene (sanitary napkins, brand founded 1982), Elleair/爱璐儿 for household paper products (moisturizing tissues, toilet paper, brand operational since 1979), and Anta/安托 for adult incontinence care. Production, R&D, and sales-marketing are all housed within the Nantong operation, which includes an integrated Asia R&D center, a manufacturing facility, and a Shanghai branch office for sales and brand protection activities.

The company's core technology base is in absorbent material science and antibacterial surface engineering for personal hygiene products. Key proprietary technologies include a honeycomb-structured absorbent body developed through the parent's 40 years of diaper experience and protected by two Chinese invention patents, a Nano physical antibacterial technology that claims 99.9% inhibition against three common pathogens through mechanical action rather than chemistry, and a 3D embossing technology applied to the Angel series with Vitamin E-infused surface layers. Manufacturing and quality control operate under eight inspection standards covering raw materials, in-process checks, metal detection, weight verification, and laboratory performance testing.

Revenue is generated almost entirely through direct-to-consumer e-commerce and authorized offline retail of fast-moving personal care consumables. The company sells through dedicated flagship stores on Tmall, JD.com, and Douyin (live commerce) for each of the four brands, supplemented by an authentic-product QR-code verification system that enables channel-level enforcement against counterfeits and parallel imports. Pricing is not publicly disclosed; consumers are directed to authorized platforms and a 400 hotline. The business is a one-time-purchase CPG model with no subscription or recurring billing component, no disclosed B2B or institutional customers of material scale, and no reported revenue figures. Customer segments are persona-based (infants/babies, women for feminine care, elderly/disabled adults, general household) with mothers/caregivers as the actual purchasers for the infant line, which is the primary revenue and brand recognition driver since the 2012 market entry.

Name

大王(南通)生活用品有限公司

Legal name

大王(南通)生活用品有限公司

Website

https://dawang-goon.cn

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Dawang (Nantong) Living Products is the China subsidiary of Japan's Daio Paper Corporation, marketing four premium personal care brands (GOO.N baby diapers, elis feminine care, Elleair household paper, Anta adult care) directly to Chinese consumers via Tmall, JD.com, and Douyin flagship stores, supported by proprietary absorbent and antibacterial technologies developed at its Nantong R&D and manufacturing base.

Ownership category

akta.pro rank

Product category

Personal Hygiene Products Manufacturing

NAICS

Sanitary Paper Product Manufacturing (322291), Toilet Preparation Manufacturing (32562), Toilet Preparation Manufacturing (325620)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844), Papers & Allied Products (2600)

akta.pro primary industry

Baby Diapers & Training Pants (CRADALAE)

akta.pro secondary industries

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Wipes (Baby, Flushable, Household, Personal) (CRADALAH), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Paper Handkerchiefs & Pocket Tissues (CRAJAFAG), Paper Towels & Napkins (Disposable Wipes) (CRAJAGAH), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Baby diapers
• Feminine hygiene products
• Household paper products
• Adult incontinence care
• Personal care manufacturing

Headquarters

HQ city

Nantong

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Baby Care Products Sales: Primary revenue from sale of GOO.N branded baby diapers (婴儿纸尿裤), including multiple product lines such as 光之羽, 光羽鎏金, 天使, 探险家, 云绒舱, 花信风, 自在之息, 晴天裤, 羽幻, and 甜睡 series.
2. Feminine Care Products Sales: Sale of elis branded feminine hygiene products (卫生巾) launched in 1982, targeting women with high-quality care products.
3. Household Paper Products Sales: Sale of Elleair (爱璐儿) branded household paper products including moisturizing facial tissues, toilet paper (卷纸), and wet wipes, entering market since 1979.
4. Adult Care Products Sales: Sale of Anta (安托) branded adult diapers and care products for incontinence patients and elderly care.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Dawang (Nantong) manufactures and sells premium personal hygiene and household paper products in China across four brands: GOO.N baby diapers (with multiple series including 光之羽, 云绒舱, 光羽鎏金, 天使, 甜睡, 探险家, 花信风, 自在之息, 晴天裤, 羽幻), elis feminine hygiene napkins (since 1982), Elleair household paper products (moisturizing facial tissues, flushable toilet paper, wet wipes since 1979), and Anta adult incontinence care products. Products incorporate proprietary technologies including honeycomb-structured absorbent cores and Nano physical antibacterial systems.

Product overview

大王(南通)生活用品有限公司 operates as a multi-brand personal care products company under Japan's Daio Paper Group (established 1943). The company offers four core product categories: (1) 大王GOO.N infant care products including multiple diaper series (云绒舱、光之羽、光羽、光羽鎏金、天使、探险家、花信风、自在之息、晴天裤、羽幻、甜睡) plus wet wipes; (2) 大王elis women's care products including sanitary napkins; (3) 大王爱璐儿 household paper products including moisturizing tissues and toilet paper; (4) 大王安托 adult care products including diapers and incontinence supplies. The portfolio spans the full life cycle from infants to elderly, with brands positioned across premium and ultra-premium segments.

Differentiator

Problem solved

Functional benefit

Brands

• 大王云绒舱系列: 超高端婴儿纸尿裤系列，采用Nano物理抑菌技术
• 大王光之羽系列
• 大王光羽鎏金系列
• 大王天使系列
• 大王探险家系列
• 大王花信风系列
• 大王自在之息系列
• 大王晴天裤系列
• 大王羽幻系列
• 甜睡系列

Products and services

• GOO.N 光之羽系列婴儿纸尿裤 (Dawang Light of Feather Series Baby Diapers) Ultra-premium baby diaper series offering dual protection (柔透双护) with near-zero friction and near-zero stuffiness for infants. Features billions of micro-level breathable pores per square meter, petal-soft leg cuffs, and ultra-fine elastic waistbands. Designed for premium-segment parents seeking superior softness and breathability.
• GOO.N 云绒舱系列婴儿纸尿裤 (Dawang Cloud Velvet Cabin Series Baby Diapers) Ultra-premium baby diaper series with Nano physical antibacterial technology for newborn skin micro-ecology protection. Uses nano-scale surface structures to physically destroy bacteria without chemical additives, achieving 99.9% inhibition rate against three key pathogens.
• GOO.N 光羽鎏金系列婴儿纸尿裤 (Dawang Light Feather Gilded Series Baby Diapers)

Quantifiable outcome

• 10x sales growth achieved from 2013 to 2019
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• 中国妇女发展基金会 (China Women's Development Foundation)coreStrategic or Co-development Partner · 1 September 2025Dawang partnered with the foundation to donate 150,000 pieces of GOO.N baby diapers to disaster-affected areas in Hebei Province (Longhua County, Xinglong County) and Hainan Province (Wuzhishan City) during flood relief efforts in September 2025, responding to Alibaba's call for disaster relief.
• 贵州省妇联 (Guizhou Women's Federation)coreStrategic or Co-development Partner · 1 December 2024Partnership to distribute 100,000 sanitary napkins donated by elis brand to girls in Bijie mountainous schools, including Bijie No.1 High School and Bijie Early Childhood Normal College. The foundation assists with distribution coordination.
• 贵州省为爱黔行公益服务中心 (Guizhou Weiai Qianxing Public Welfare Service Center)minorStrategic or Co-development Partner · 1 December 2024The center provided information that 100,000 sanitary napkins from elis brand arrived in Guizhou Bijie, with follow-up donations coordinated through Guizhou Women's Federation to surrounding mountain schools.
• 上海市妇女联合会 (Shanghai Women's Federation)coreStrategic or Co-development Partner · 1 July 2021Partner in 2021 Henan flood relief efforts, coordinating distribution of ~1.5 million RMB worth of donations including baby diapers, feminine hygiene products, and wet wipes to Zhengzhou Women's Federation.
• 北京嫣然天使儿童医院 (Beijing Yiran Angel Children's Hospital)coreStrategic or Co-development Partner · 1 November 2020Long-term CSR partnership since 2015 for cleft lip/palate children's care. Celebrity support from Jiang Qinqin, Lou Yixiao, Liu Yun, Deng Sha. Founder Li Yapeng and daughter Li Yan participated. Company donates baby diapers and funds; partnership entered 8th year by 2022.
• 上海市儿童基金会 (Shanghai Children's Foundation)coreStrategic or Co-development Partner · 1 January 2020Dawang worked with the foundation during COVID-19 pandemic to distribute donations to Hubei (Suizhou and Xiaogan cities) and later to Shanghai and Nantong hospitals. First batch of donations shipped February 15, 2020.
• 中国残疾人联合会 (China Disabled Persons' Federation)coreStrategic or Co-development Partner · 1 January 2020Dawang donated 112 boxes of adult diapers to Wuhan Union Hospital through the federation during COVID-19 pandemic, including Anta环贴式纸尿裤防漏干爽系列 in M and L sizes.
• 南通开发区慈善会 (Nantong Development Zone Charity Association)minorStrategic or Co-development Partner · 1 November 2019Charitable partnership for science environmental protection education in schools, donating 12,000 RMB worth of water-soluble hygiene toilet paper to 8,000 teachers and students in development zone experimental education group.
• 杭州初礼商贸有限公司 (Hangzhou Chuli Trading Co., Ltd.)minorStrategic or Co-development Partner · 1 October 2019Partner in the 'Palm Baby' (手掌宝宝) premature infant public welfare project launched in October 2019 at Kunming Children's Hospital, with donation of first batch of supplies.
• 爱德基金会 (Amity Foundation)minorStrategic or Co-development Partner · 1 October 2019Co-organizer of the 'Palm Baby' premature infant public welfare project with Dawang and Hangzhou Chuli, supporting Kunming Children's Hospital neonatal department.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Unicharm Corporation: Japanese personal care leader behind MamyPoko baby diapers and Lifree adult incontinence products. Directly competes with Dawang across both infant and adult care categories in Asia with comparable Japanese manufacturing heritage.
• Vinda International Holdings: Hong Kong-listed tissue and personal care leader (Tempo, Vinda, TENA licensed, Drypers, Libresse). Competes directly with Dawang's Elleair household tissue line and overlaps in feminine and adult care categories in the China/Asia market.
• Kao Corporation: Japanese consumer goods major with the Merries baby diaper brand, the most direct cross-border competitor to GOO.N in China's super-premium diaper segment. Kao's consumer R&D scale and Japanese parent backing make it a like-for-like competitive analog.
• Hengan International Group: Leading Chinese domestic hygiene products group (Anerle diapers, Q • Net sanitary napkins, Teno tissue). Competes directly with Dawang in mid-tier and premium diapers, feminine care, and household tissue within China.

Regional players

• Ontex Group: European-headquartered personal hygiene manufacturer serving retail private-label and branded customers. Competes with Dawang in baby diapers and adult incontinence categories primarily outside Asia, but increasingly relevant in OEM/private-label diaper supply globally.

Broad incumbents

• Kimberly-Clark Corporation: Global personal care major behind Huggies diapers and Kleenex tissues. Competes with Dawang in both infant diapers and household paper/tissue categories across China and the broader Asian market.
• The Procter & Gamble Company: Global CPG major and Pampers owner, the dominant baby diaper brand worldwide. Pampers competes head-to-head with GOO.N across all price tiers in China and dwarfs Dawang in scale, marketing, and distribution.

Emerging players

• Edgewell Personal Care: US-listed personal care company with feminine care (Playtex, Carefree) and baby care brands. A broad-line emerging player in feminine hygiene, overlapping with Dawang's elis brand on the global category level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/3327075802
• YouTubedouyin.com/user/MS4wLjABAAAAH652meyEbq_urQTHgUORvyfxY0YjuLBCLmgGgFaROlNdNUOmzC1m1tMrdaIzoJ3T
• Instagramxiaohongshu.com/user/profile/5b16b745b1da142d23b594be
• LinkedInlinkedin.com/company/%E5%A4%A7%E7%8E%8B-%E5%8D%97%E9%80%9A-%E7%94%9F%E6%B4%BB%E7%94%A8%E5%93%81%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 大王(南通)生活用品有限公司