title map｜Visual China
Liu Yu, a post-95 mother who has always been careless, never imagined that she would become a critical person when it comes to parenting.
From pregnancy to the birth of a child, Liu Yu is cautious everywhere. Not only does he often follow up on various parenting celebrities, he exchanges and learns in various mother and child forums, and learns parenting knowledge with her husband. When shopping, she is even more cautious. The milk powder, complementary food, clothes, tableware, diapers, etc. purchased by the son must carefully study the ingredients and materials. The vegetables must be organic, the clothes must be 100% cotton, and the bottles and cups must be made of environmentally friendly materials that do not contain harmful ingredients such as BPA and PVC. and many more.
However, because the personal time of the child is occupied and the economic burden is intensified, as well as the lack of parenting knowledge and experience brings "a sense of powerlessness in parenting", and the mixed quality of maternal and child products on the market brings "a sense of tension in choosing", even if it is so cautious, Liu Yu still deeply felt that the path of parenting made her often fall into anxiety at a loss.
Liu Yu's story is not an isolated case. More and more post-90s and post-95s are becoming fathers and mothers. They have different needs from the previous generation, and at the same time generally face the same confusion as Liu Yu.
Who is changing the mother and baby industry?
The "2021 China Maternal and Infant Consumer Market Trend White Paper" (hereinafter referred to as the "Report") recently released by iResearch shows a series of new changes brought to the maternal and infant market after the post-90s and even the Z generation became parents. The
report shows that the size of Chinese mother-infant families is 278 million, of which the post-90s parent families account for nearly 60%.Among them, the proportion of Gaozhi parents with a bachelor's degree or above reached 66% of the overall.
Young people make them more willing to choose high-end, fresh and personalized parenting products.
Kochi makes it easier for them to accept scientific, comprehensive and professionally segmented parenting concepts.
Plus it is the generation of only children who have stronger spending power and willingness to meet the ever-increasing parenting needs. According to estimates from iResearch, China's maternal and infant market will reach 3.25 trillion yuan in 2020. Maternal and infant brands have also seized the opportunity to present a market competition where a hundred flowers are blooming.
The "old brand" has been updated iteratively. Compared with the "extensive" parenting methods of the previous generation, more than 90% of young parents' parenting methods have quietly changed. Major brands have already smelled the fresh taste in the industry.
As far as milk powder is concerned, the feeding method of “one can of milk powder” has changed in the past. It can also be seen from JD.com that the sales of high-end categories such as goat milk powder and organic milk powder have risen significantly. At the same time, the sales of special formula milk powder have increased significantly. It has also continued to rise, and more refined requirements such as moderate hydrolysis, lactoferrin, trace elements, and probiotic content have become new standards for young parents to choose milk powder.
Kabrita has always adhered to the high-end line of pure goat milk protein formula. For three consecutive years, the sales share of China's imported infant formula goat milk powder has exceeded 60%. Mengniu has also set foot in the goat milk industry and introduced the original canned goat milk from Australia. Brand "Dora the Lamb". Natural organic milk powders such as Abbott Jingzhi and Wyeth Qifu Yuncui have won the market under the dominance of the new generation of parents, relying on the selling point of better absorption of organic nutrients.Royal Mesugar milk powder contains up to 30 times more lactoferrin and is also favored by young parents.
Children's snacks are similar. Young Kochi parents no longer "talk about the discoloration of snacks", but believe that they can supplement their babies with extra nutrition through snacks. "More convenient, tastier and healthier" healthy snacks are popular with parents and have become a new generation of "baby coaxing artifact".
Traditional maternal and infant brands such as Nestlé Garbo, Ying's, and Bao Lichen are also actively catering to the needs of young parents, constantly developing and producing nutritious snacks for infants and children, high-calcium molar sticks, probiotic-rich dissolving beans and Biscuits have gained the love of young parents on JD.com.
Heinz, an established mother and baby brand, has found a new way to reach them in front of the younger generation of parents - natural grains, portable packaging, and multi-flavored nutritious puffs have become essential snacks for parents and mothers. Embrace the online shopping that young parents prefer, and it has also become a new engine for Heinz to usher in growth.
The "dark horse" has opened up a new way, and
needs to be refined. More and more new categories appear. These new categories and new brands quickly achieved the card position with their sensitive sense of smell.
Three squirrels, a major domestic snack food player, established the baby food brand Xiaolu Lanlan in April last year. Based on the perfect product testing standards of the three squirrels, the level of quality control has been improved again, and it has quickly captured the hearts of young parents of the Internet generation. it is good. "We know very well that if you want to do well in this field of snack food supplements, you must have very professional capabilities." Li Ziming, founder of Xiaolu Lanlan, said.
Duomao is a snack brand that was just established in September last year. Its founder Wu Xuanyong also said that at present, the domestic children's food supplement market is also facing many challenges such as multiple brands and product homogeneity. In addition, Xiaohongshu and Weibo Due to the influence of various "grass planting content", parents will be more careful in choosing complementary foods for their children.
is more than just food for entry. Many existing brands, including children's care users, children's clothing, and children's toys, have shown a trend of demand refinement. To this end, emerging brands continue to innovate products and channels to follow the pace of the new generation of parents on the Internet and respond to market changes.
Amy Amy, a hot mom in 1996 who is at the forefront of fashion, firmly believes that "'fart food' should also be exquisite and beautiful." In March of this year, she fell in love with a Babycare IP custom royal Mufasa diaper that was launched on JD.com. In addition, "pattern" diapers including Nezha co-branded, Big Fish and Begonia co-branded, Candy-style, and Jungle series under the cutting-edge brand BEABA also won her heart. When she buys her favorite high-value diapers, she is also happy to post it in the circle of friends and enjoy the collective praise from her friends.
There are many post-90s parents like Amy. The report shows that 82% of consumers are willing to pay for IP co-branded maternal and child products, and 71% of consumers will choose domestic co-branded products.
"Appearance and personality have become the key factors for the emerging brand BEABA to stand out." Ru Tengfei, channel director of children's diaper brand BEABA, told reporters. The
market is also praising those rising stars who have accurately discerned the needs of young parents who are "intentional, but not in words", and then open up sub-categories.For example, the young brand Shixi, because it hits the first separation in the baby's life - the very segmented scene of separation from breastfeeding, has ranked first in the market for three consecutive years and has become the weaning of over one million mothers. artifact.
"Profound and pragmatic audience research and independent research and development of innovative patented technologies are our product advantages." Zeng Jianbing, vice president and general sales manager of Shixi, said in an interview.
New and cutting-edge brands, relying on keen insight and single-point breakthroughs in e-commerce channels, launched raids. Old brands did not stand still and started innovation in categories and channels one after another. The novice parents answered the confusion and relieved their anxiety.
Who keeps up with the new generation of parents?
The market is also delighted to see that those brands that are the first to accurately gain insight into user needs and pain points have found a new channel.
From the data of JD.com, we can see that the new maternal and infant products with great characteristics have won the votes of consumers.
In the previous article, the Babycare IP custom-made royal Mufasa diapers in the hot mom Amy's picture achieved a sales record of 5 million on the first day of the Jingdong supermarket. Curious IP customized healing soft penguin pants, the first pre-sale is the sprint brand TOP single product.
found that a large number of users were searching for millet and pumpkin through the analysis of JD.com's big data. Therefore, they cooperated with the Garbo brand to create a C2M product, millet pumpkin nutritional rice noodles, which jumped to the top of the category in just three months, contributing more than 10% of the brand's sales.
Another example is the C2M products of the maternal and child care brand Red Elephant and JD.com's reverse customized C2M products - avocado series of baby creams and care products. Because of their unique taste and formula, new products have become explosive after being sold exclusively on JD.com counterattack.
Another maternal and child care brand, Luanshi, this year launched the "Newborn Care Series" Luanshi 28days skin care gift box specially developed for newborn babies' golden 28-day thin skin in Jingdong Supermarket this year, bringing more scientific, healthier, More professional skin care is also popular.
Lule Group began to cooperate with JD.com as early as 2018. Its washing and care brand Luanshi has achieved double growth in JD.com in the past three years, and is expected to reach 1 billion GMV in the next two years. "We can reach a cooperation consensus with JD.com. The driving force must not be price, but brand effect and customer service." said Deng Yin, president of Lule Group's e-commerce business department.
Emerging mother and baby brands whose accumulation in offline channels is not as good as traditional brands will launch surprise attacks directly from e-commerce channels. In the second month of its establishment, the children's snack brand Duomao began to test the water through the Jingdong channel, and launched children's "appetizing hawthorn" food to meet the "additive-free" consumption needs of young parents and mothers for children's food. . Successfully entered the TOP brand of baby snacks.
Xiaolu Lanlan found that JD.com mother and baby users highly recognized the concept of scientific feeding, and the annual growth rate of JD.com's zero and complementary food sales was more than 100% year-on-year. Although it has just been established, Xiaolu Lanlan has targeted the market demand in this area. Now it has firmly ranked the sales champion of Jingdong's mother, baby and baby snacks category, and has been successfully selected as one of the top ten emerging brands on Jingdong.
"As a new brand, in the process of market development, we have tried the entire JD.com mother and baby category as gifts and exchanges. Our products are accurately pushed to more relevant customers, which leads to a repurchase rate of more than 30%."
Li Ziming said. As one of the largest comprehensive e-commerce platforms in China,
is well aware that if it is only used as a sales channel, it is not enough to fully meet the needs of consumers, so it also invests various resources in to build a huge maternal and child ecosystem. Reconstructing the relationship between people and goods and the market by comprehensive means such as omni-channel, full-scenario, digitalization, and intelligence, helping brands to walk hand in hand with new trends, and then helping the new generation of parents and mothers to ease parenting anxiety.
Based on the insights into the new consumption trends of the younger generation of mother and baby users, JD. Provide new opportunities, cooperate to create new categories and new products, and help the growth of sub-categories and new brands.
Jingdong attaches great importance to the maternal and infant market, and its goal is not only to increase performance, but also to help consumers solve problems in the field of childcare more comprehensively.
Facing the increase in the number of children over the age of 3 brought about by the second child era, Jiang Longwu, general manager of the Maternal and Infant Purchasing and Marketing Department of the Consumer Products Division of JD Retail Group, said:
"This year, we will also focus on in-depth operations targeting the consumption needs of children over the age of three. , and work with partners to develop products that users need to extend the life cycle of users.”
At the same time, in response to the demand for instant consumption by the mother and baby consumer groups, in 2021, JD.com is expected to open 1,000 offline stores for mother and baby, and the mother and baby life hall will be managed by the headquarters. The strategic cooperation will rely on the advantages of Jingdong's supply chain, and realize the coordinated performance of offline stores and supermarket systems through the technical support of the natural selection system, so as to provide consumers with a more convenient service experience.
Young and new parents continue to upgrade The consumer demand for mothers and babies and the anxiety about parenting that are waiting to be healed are both unprecedented challenges and opportunities for players in the mother and baby market. Dependency has become a good medicine to cure the confusion of young parents raising children.
