During the three -child era, how can the mother -to -child industry grasp the policy dividend?

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

With the comprehensive liberalization of the three -child fertility policy and the gradual improvement of the corresponding supporting measures, the dividend of the fertility policy will inevitably promote the long -term development of the maternal and baby pregnancy market to a certain extent.

There are two obvious changes in the current maternal and infant pregnancy market. On the one hand, the post -90s and generations of the Z to the main consumption of the mother and baby market have been replaced by the traditional parenting methods. With the continuous upgrading of consumption, the mother and baby products and services will gradually move towards the direction of high -end, quality and personalization.

The three -child policy is gradually refined, and the preservation of the plan can win the opportunity

In the government work report of the two sessions this year, Premier Li Keqiang pointed out that it is necessary to improve the supporting measures of the three -child fertility policy, develop inclusive care services, and reduce the burden of family fertility. At the same time, some representative members have also put forward suggestions for promoting the work of the three children.

The topic related to the fertility related to three sisters has become the focus of discussion among people. The corresponding sections of fertility, parenting, nursing, early education, food, mother and baby supplies in the corresponding stock market also ushered in a wave of benefits. Many concepts The rise of the stock sector is obvious, which reflects the market's optimistic expectations for mother -to -child parenting prospects.

According to the data of the 2021 Maternal and Baby Industry Inspection Report, last year, the maternal and infant market maintained a trend of stable growth. The consumption proportion of maternal and infant expenditures in young families has continued to rise, and it is expected to reach 20%this year.

In March of this year, Iri Consulting released the "Research Report on the China Mother and Child Industry", which shows that the consumption scale of the domestic mother and baby market last year reached 3459.1 billion yuan, which is expected to reach 467.7 billion yuan by 2025.

At present, the types of maternal and infant supplies are also very rich, covering products from all levels, different levels, and different categories of parenting. In 2020, the market size of infant milk powder increased from more than 180 billion yuan to nearly 300 billion yuan, with an average annual compound growth rate of 15.7%.

Among them, the growth rate of 4 sections of milk powder is the largest. In recent years, the growth rate has been stabilized above 30%, followed by diapers, 25%. From 2017 to 2020, the market size of diapers has increased from about 40 billion yuan to more than 64 billion yuan to more than 64 billion yuan Yuan, the average annual compound growth rate is 17.2%, and it is expected to reach about 70 billion yuan this year.

Since the official implementation of the three -child fertility policy last year, the market level has been positive at this level. Beijing, Shanghai, Guangdong and other places have been formulated and gradually promoted the preferential policies of three -child fertility. Of course The process of launching to implementation requires a gradual process, which needs to be comprehensively analyzed in combination with actual situations such as fertility, education, housing, employment, and taxation.

For example, in March of this year, in the special additional deduction of personal income tax, the care of infants and young children under the age of 3 will be increased. It is expected that continuous supporting policies will be introduced in the future.

"Yu Jian column" believes, what is the final effect of the policy? Will this be adjusted according to the situation? There are also policy pull effects to be observed. In addition to policy factors, the growth rate of maternal and infant pregnancy markets is closely related to the number of domestic newborns, market competition, and the level of business management. One step can always seize the opportunity. Enterprises can be based on reality and do a good job of layout in related fields in advance.

Domestic brands have gradually risen, and the capital market has grown steadily

Although the domestic mother -to -child pregnancy industry starts late, and the mid -to -high -end market has long been monopolized by foreign brands for a long time. With the dazzling marketing methods of the digital economy era, the ascendant of the national trend, coupled with the domestic mother and baby brand It is also unremitting innovation in the segmentation field. Now the domestic mother and baby brand, especially the new brand, has won a place in the mother and baby market.

For example, in the category of Zero Food, domestic new brands have occupied half of the country. Last year, the sales list of the Double 11 Maternal and Child Brands, BabyCare, Kyato, Qiaohu and other new brands were on the list. In terms of product design, BabyCare learned from reference. And many national traditional patterns or elements are used.

In the segmentation of skin care in pregnancy, Kangaroo mother has cultivated more than 10 years. It has more than 3 million fans in the Tmall flagship store. It has won the sales champion of Tmall's skin care category on the day of Double 11 for 8 consecutive years. For the domestic mother and baby brand, only focus can we be professional, and finally can stand out.

In the maternal and infant pregnancy market, new domestic brands are just emerging online, the stage of offline is ready, and there is still great room for rise, from the perspective of the development trend of the industry.

On the basis of consolidating the competitiveness of the original segmentation field, many brands have begun to gradually develop towards the entire industry chain. In addition to continuing to enrich and expand the category of products, various services around the pregnancy period and nursery stage, as well as therefore The further extended ecological economy of maternal and infant pregnancy has laid a solid foundation for the strong rise of domestic new brands.

Under the promotion of the concept of the third child, the capital market also appears more active. Last year, the mother and child market received a total of 50 financing, and the total amount of financing exceeded 19 billion yuan. Financing activities, this shows that the capital market has a long -term optimistic view of the mother and baby industry.

Among the brands that have obtained capital investment, 12 have a single financing amount of more than 100 million yuan, which are mainly concentrated in the fields of pregnancy care, infant supplementary food, common consumables and other fields. Dinghui Investment, Sequoia China and Huaxing Capital 700 million yuan in financing, the company's main products such as washing, diapers, and gestational supplies. This year's investment and financing activities continued the characteristics of last year. For example, Mai Kuku received $ 180 million. The company is a mother and baby e -commerce brand for overseas markets. The investment of the seed fund, the main product of the brand is a breast pump. From the perspective of capital investment, the field of fast -moving consumer goods is relatively welcomed by capital.

In the A -share market, the reliable shares of diapers production enterprises, the king of the child and baby retail brand, and other children have successively logged in to A shares. Within the mother and baby industry, there are also a lot of investment actions between enterprises. Yuan Pan to buy maternal and infant supplies chain brand Beibei,

After relying on the online business circle and obtaining capital blessings, many companies have begun to actively deploy the offline markets and strive to build an online and offline integrated global marketing pattern. After the round A financing, it is planned to enter offline channels such as maternal and infant shops, specialized stores, and large -scale supermarkets. BabyCare also plans to build 100 mobile maternal and baby rooms in 8 provinces and 18 cities in China.

Refined parenting becomes a trend, and the digital economy promotes industrial development

Compared with the simple childcare view of parents, young parents respect the concept of parenting. They pay attention to refined and comprehensive training models, and their consumption concepts and consumption habits are more in line with the consumption characteristics of the digital economy era.

For young consumers, the role of the Internet is to sell products on the one hand, and on the other hand, it is also the main way to obtain infant care knowledge. Now young people of the post -90s and generations are gradually becoming the main force of fertility.

According to the survey data of Ai Media Consultation, the group of pregnant mothers aged 22 to 30 accounted for two -thirds. In contrast, the group of pregnant mothers aged 31 to 40 accounted for 30.3%, 22 years old, 22 years old. Only 3%of the following, young consumers prefer to buy various maternal and infant consumer products through the Internet.

Whether it is online or offline, the entry of the maternal and baby tracks is very crowded. The importance of interactive marketing online channels is continuously increasing. Marketing methods such as cargo, short video promotion, guidance of shopping, community group purchase are the most dazzling, attracting many young people to participate in consumption.

The new generation of consumers represented by the post -90s and generations of generations have gradually become the mainstream of mothers. The concept of refined parenting and the concept of breeding in stages has been accepted by more and more young parents.

They have shown differentiated and diversified characteristics in terms of parenting concepts and parenting behaviors. Specifically, young parents in this generation pay more attention to the quality of breeding. While they are pursuing fashion, they also like to continue to explore and accept new things new things. Essence

They are accustomed to obtaining, communicating and sharing the knowledge information of childcare through the Internet. Nielsen's data shows that the average pregnancy preparation time of Baoma is 4 and a half months. Nutrition, postpartum repair, etc.

The first choice of learning is to use the network. 75%of the respondents said that they would learn and communicate on the mother -to -child vertical APP platform. It can be seen that it has gathered the content of professionals and experience sharing content of children's childcare. The maternal and infant APP platform also has good development prospects.

KOL的专业讲授，海量的知识分享，用户之间的交流互动，都能极大地增强用户的信任度和使用粘性，因此这类平台的引流、种草与转化效果也很不错，如宝宝树、 Mother.com, Baby Bao and other maternal and infants vertical apps.

There is also a comprehensive knowledge sharing community like Xiaohongshu. The 2021 performance announcement released by the baby tree shows that last year's corporate revenue was 281.8 million yuan, a year -on -year increase of 32.8%, gross profit of 170.7 million yuan, a year -on -year increase of 77%increased by 77% This shows that there will still be quite good development prospects in the future.

Conclusion

"Yu Jian column" believes that more and more post -90s and generations have become Bao Da Bao Mom. They are more detailed and comprehensive than their predecessors in raising their baby. Get the required information for the childcare knowledge sharing platform, and strive to be scientifically bred in stages.

On the other hand, they will understand or purchase the products or services they need by comprehensive, vertical maternal and infant e -commerce platforms, as well as new retail channels such as live broadcasts, short videos, and online communities.

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