"Number" Reading the new generation of maternal and infant users: Guo Chao brand assaults the "five rings" market high -end maternal and infant products to usher in a new opportunity for growth 丨 Cover every day

Cover news reporter Zhang Yuexi

Recently, the 17 departments have introduced further improvement and implementation of active fertility support measures. They have proposed 20 specific measures to support active fertility from the aspects of education, housing, employment, and social security. The successive introduction of favorable policies such as "not speculation, the consumption potential of the mother and infant market will be further released, and the concept of fertility and consumption trends of maternal and infant groups will also usher in new changes.

On August 25, according to the "2022 Maternal and Infant Industry Insight Report" released by Baby Tree, 57%of the respondents said that in the concept of fertility, 57%of the interviewees said that they would give birth to the abortion after the family's internal and external conditions were improved. High willingness.

From the perspective of the overall market, the "Report" shows that although China's birth population has grown slowly in the past two years, the scale of the Chinese mother and baby market continued to increase by 4780 billion yuan in 2021, and the growth rate reached nearly 20%compared with last year's rebound, becoming nearly 20%, becoming nearly near New highs over the past 5 years. In the future, relying on the growth of population dividends will gradually develop into high -quality growth of innovation and technology.

Maternal and infant online channels are steadily promoted to sales.

The report shows that from the perspective of overall sales channels, offline channels are still the main choice of maternal and infant consumption. The compound growth rate of offline maternal and infant channels has stabilized at 1.8%in the past three years, and the growth rate of this year has decreased by 3.7%. However, affected by factors such as the epidemic and the consumption habits of the new generation of maternal and infant groups, the proportion of online channels has steadily increased, and continues to seize the market share of offline modern channels. As of June 2022, online channels for maternal and infant categories accounted for 34.6%, higher than 33.7%in the same period last year. In online channels, the three major categories of sales are baby milk powder, baby skin care and breast pumps.

From a geographical point of view, the provinces selling TOP3 for offline maternal and infant channels are Guizhou, Fujian, and Guangdong, and the provinces are also ranked nationwide in the country's birth rate. In addition, due to the obvious advantages of the demographic dividend in low -line cities, the proportion of maternal and infant consumption has continued to rise, which has become the main market for offline maternal and infant channels. As of June 2022, the sales of maternal and infant stores in low -line cities accounted for 86%, an increase of 1.5%year -on -year.

Mother and baby "pleasing self" consumption starts from preparing for pregnancy. Bao Da actively participated in the "Buddhist parenting"

Focusing on the mother -to -child consumer group, the report shows that a new generation of mother -to -child groups accounted for 95%of the degree of academic qualifications, of which master's degree or above accounted for 11%; To 22,000 yuan. In addition, the post -90s Bao Bao mother became the main force of the mother and baby group, accounting for nearly half.

It can be seen that compared with the traditional mother and baby group, the cultural level and economic strength of the new generation of Baoma Bao Dad have improved significantly. Because of this, they pay more attention to the concept of eugenics and eugenics, and they are more inclined to meet the dual needs of happiness and health and safety. The report shows that 96%of maternal and infant groups will purchase exclusive consumer products during the preparation stage, and the proportion of people who purchase nutritional health products for pregnancy account for 75%. In addition, 40%of Baoma said that she would adhere to makeup during pregnancy. The first -tier cities and post -90s Baoma pay more attention to buying non -added beauty skin care products, and their average consumption can reach 2506 yuan. In addition to physical consumption, 84%of maternal and infant people will also choose services such as sports fitness, pre -pregnancy medical examinations, auxiliary reproductive consulting to improve the quality of pregnancy.

Low -line parenting is even more willing to buy a "ultra -high -end" single national tide brand to assault the "five rings" market

In terms of the overall consumption trend of the industry, due to the upgrading of the consumption concept of maternal and infant groups, the market is becoming increasingly segmented, and the trend of new consumption is spontaneous. The "Report" pointed out that in the future, the key maternal and infant categories show four new trends, namely: the national Chao maternal and infant brands will make efforts to high -level cities; Extension; high -end product -driven categories increase, and high -end products in low -end cities have increased.

The new generation of maternal and infant groups no longer blindly obey overseas big names, and they are more concerned about maternal and infant products suitable for Chinese people. In addition, domestic mother and baby brands are increasingly paid attention to quality, face value and technology update, which has increased its trust. Domestic brands are comprehensively seizing the share of foreign -funded brands and gradually occupying the "five rings" maternal and infant group minds. Among them, milk powder and diapers are high in high Line cities have achieved outstanding growth, reaching 3.6%and 3.9%growth.

Familiar with the concept of scientific parenting, the rise of ingredients and functional maternal and baby groups, and category segmentation and extension have also brought higher premium space and growth. For example, the average price of A2 ingredients of more than 300 yuan per kilogram is increased online. In the baby washing market, products with moisturizing, moisturizing, anti -allergy, and bacteriostatic effects are also much higher than that of a single function.

In the process of pursuing quality, high -end maternal and infant products ushered in a new opportunity for growth. The report shows that the sales share of the four categories of ultra -high -end maternal and infants rose from 24.6%in 2021 to 26.4%this year. And in "investing" for children, parents in low -line cities are more willing to spend money. Data show that high -end maternal and infant high -end products have more potential in low -line cities. Taking milk powder as an example, ultra -high -end products have increased sales in low -line cities in low -end cities. It reached 24.3%, far exceeding high -level cities.

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