html On August 22, #新宝 Mom’s feeding collapse moment # ranked second among the hot searches on Weibo, bringing the parenting status of the new generation of mothers and fathers into the public eye.
According to consumer surveys, the path for new generation parents to purchase baby products is gradually becoming more complicated. If they want to buy a baby product, they usually start paying attention to various channel reviews, delving into ingredient analysis, and listening to the comments and recommendations of other mothers from the second trimester. , and finally decide whether to take action or not.
Behind the complexity of the purchase path is actually the refinement of the parenting concepts of the new generation of parents. Since the eugenics and eugenics policy, more and more families have entered the 4-2-1 structure. In order to raise children safer and more efficiently, the new generation of parents are willing to invest more energy and money in love. According to the "2020 Children's Economic Insight Report" It shows that the average monthly consumption of children's products is now about 5,262 yuan per month, and the average monthly childcare expenditure accounts for 20% to 30% of family income. Among them, parents born in the 1990s and maternal and infant consumers in first-tier cities are more "rich". The average monthly childcare costs are even higher.
Compared with the parents of the previous generation, the parenting methods of the new generation of parents have obviously entered a new era of high-end parenting - whether it is the new education of high-end parenting at the mental level or the new high-end parenting and feeding at the level of development and growth, they are constantly being upgraded and innovated.
1. The new generation of parents “refines” child care, creating market demand for high-end milk powder
Since the birth of infant milk powder, the original intention was to provide more scientific and nutritious food supplements for infants and young children.
The "2021 China Maternal and Infant Consumption Market Trend Insights" report (hereinafter referred to as the "Report") released by iResearch not long ago shows that the trend of high-end, refined and personalized maternal and infant consumption is obvious. Survey data shows that in the face of the growth needs of babies, the old parenting style of "eating one can of milk powder until they grow up" has changed significantly. Parents will pay more attention to choosing foods that are less likely to get angry, closer to breast milk ingredients, and richer in nutrients. High-end milk powder. At the same time, the report also shows that the sales of high-end categories such as goat milk powder and organic milk powder have increased significantly. At the same time, the sales of special formula milk powder also continue to rise, with moderate hydrolysis, lactoferrin , trace elements, and probiotic content. More refined needs have become new standards for young parents to choose milk powder.
The infant milk powder market has also seen a unique scene of pursuing "high price and high quality" and "skimming pricing". 72.3% of consumers are willing to choose mid-to-high-end milk powder with a price of 200-400 yuan.
From the beginning, only breastfeeding was possible, to various modern ordinary milk powders, and then to the further evolution of high-end milk powders (rare ingredients, organic milk sources, hydrolysis technology). Behind this is the change in parents' parenting concepts. The ingredients and ingredients of high-end milk powders The technology is also more advanced, more comprehensive and safer. Data shows that in recent years, with the changes in the parenting concepts of the 80s and 90s generation of parents and the advent of the era of refined feeding, 67% of the younger generation of parents have begun to purchase high-end imported milk powder for their babies. For a time, high-end imported milk powder has developed rapidly. The heat remains high.
When many people mention high-end milk powder, they think of the high price. In fact, the high-end of high-end milk powder is not due to price, but is reflected in its ingredients, milk source, technology, etc. If you want to give your baby a good physique, it is very important to choose a high-end milk powder with high quality, complete nutrition and advanced technology.
More and more young parents are choosing high-end milk powder for their babies. This is first of all because high-end milk powder brands are relatively famous. In today's society, a good brand effect comes with traffic and is an important intangible asset. Just like in the milk powder circle, brand names such as Aptamil , Yili Jinlingguan , Royal Meisujiaer, Mead Johnson Blue Zhen, Qifu Organic, Abbott Jingzhi, Nestlé , Beingmate and other brands are well-known. It is a manifestation of strength.
Secondly, the quality of high-end milk powder is guaranteed. Product quality is the most important aspect of anything, and it is even more important for infant formula milk powder. Generally speaking, the factory equipment, advanced level, quality control management, quality inspection requirements, etc. of "big brand" milk powder are relatively higher, and the quality of the milk powder produced is also relatively good.
Once again, high-end milk powder formulas are relatively high-quality. For a can of milk powder, the formula is an important factor to measure whether it is good or not. Therefore, on the basis of ensuring product quality, dairy companies have focused their attention on product quality and proactively initiated upgrades related to the formula. This Not only to meet the nutritional needs of infants and young children, but also to cater to the iterative upgrading of consumers' concepts.
2. Three new trends and changes in high-end milk powder to create diversified consumption scenarios
In fact, the high-end milk powder category has also been upgraded and innovated. Only by choosing high-end milk powder that is more targeted and more suitable for the baby's growth can we start a new type of high-end parenting and scientifically help the baby grow. At present, high-end milk powder is showing three major new trends in upgrading.
The ingredients are upgraded, and the rare ingredients are more refined to meet the nutritional needs of growth. These high-end ingredients can double protect babies, such as lactoferrin to regulate immunity, DHA to benefit eye and brain development, etc. For example, brands such as Aitamei preschool milk powder, Yili Jinlingguan, Royal Meisu Jiaer, and Mead Johnson Blue Zhen contain high-end and rare ingredients. Among them, the nutritional formula of Aptamil milk powder contains a lot of nutrients: DHA deep-sea fish oil, which assists the development of the baby's eyes and brain, has basically become the standard for high-end baby milk powder. For example, Aptamil preschool milk powder is used to support the baby's golden growth period. , it uses a multi-nutrient formula containing DHA; at the same time, the high content of lactoferrin also helps promote iron absorption and strengthen the baby's health. Powerful nutrients for resistance, such as Royal Mesojiaer and Mead Johnson Blue Zhen, both specially add lactoferrin; in addition, patented formula milk powder represented by Yili Jinlingguan are also constantly upgrading their milk powder formulas. , constantly upgrading formulas empowered by technology, and developed the first super third-generation OPO to better improve baby's absorption, self-protection and cognitive abilities. These scarce nutrients have brewed a new generation of high-end milk powder to support the comprehensive and balanced development of babies' intelligence and physical strength.
milk source upgrade, organic milk source is purer, safe and natural nutrition is guaranteed. As we all know, organic milk is free of pesticides and chemical fertilizers. It has passed organic certification. Organic milk powder has three major characteristics: resource scarcity, pure nature and safety. Among them, Qifu Organic and Abbott Jingzhi are typical representatives. . The source of milk determines the quality of milk powder, and the place of milk source determines the quality of milk source. As the organic concept becomes more and more popular and the younger generation of consumer groups rises, when consumers purchase formula milk powder, they must not only choose "organic" products, but also look at the place where the milk comes from and whether the milk source is "organic" enough. Under these stringent "screening conditions", Abbott's Jingzhi milk powder "frequently left the circle" and has been far ahead in sales for 7 consecutive years. It is a milk powder brand under Abbott and imported from Europe in original cans. It is a scarce high-end milk source brand; Qifu Organic as organic milk The leader among powder brands, Qifu organic milk powder is an organic milk source from the Alps. It contains organic OPN protective formula, organic lactose, organic milk source calcium, and has passed triple organic certification. It is a rare high-end and scarce brand in the milk source industry.
technology upgrade, hydrolysis technology is better, solving the problem of baby sensitivity. According to the "White Paper on Infant Allergy Risks" released by Yuxueyuan, a domestic professional children's health management brand, more than 70% of users add ordinary formula milk powder to their babies, 33% of babies have experienced allergic reactions, and 12.9% of parents do not. Find out if your baby has an allergic reaction. In order to help the new generation of parents solve the problem of protein allergies in their babies, the use of hydrolysis technology in high-end milk powder has gradually become a trend. Many brands, based on the demand for "safe and hypoallergenic", have incorporated milk powder nutrition according to the different degrees of allergies of the baby. Using varying degrees of hydrolysis technology. Nestlé Super Kinen and BeingMade use advanced PHP protein hydrolysis technology to hydrolyze milk protein into "micro" molecules while retaining the nutritional value of milk protein, making it easier for babies to digest and absorb, and at the same time effectively preventing The baby is allergic to protein; add whey protein and casein to make it more friendly.
Faced with the parenting pressure and confusion of young parents, Tmall has recently joined forces with Aptamil, Yili Jinlingguan, Royal Meisu Jiaer, Mead Johnson Blue, Qifu Organic, Abbott Elite, and Nestlé on multiple platforms , Beingmate and other high-end milk powder heads brand, launched a special event for high-end milk powder on Tmall Super Category Day, integrating "Mothers' Encyclopedia" Xiaohongshu, "Mothers' Parenting Community" Baby Tree, "Mothers' New Information Board" Weibo, "Mothers' The four major channels of Tmall, one-stop shopping point, help the new generation of parents to better start high-end parenting and new feeding.
During the event, Tmall and various high-end milk powder brands triggered a large number of positive discussions among mothers about parenting. Most mothers exchanged high-end parenting experiences in the comment area and topics, and revealed the pain points of baby feeding for novice mothers. At the same time, it also shows the Tmall platform’s care and help for novice mothers.
In a series of activities, it is enough to show the Tmall platform’s support for the upgrading of the new generation of parents’ lives. We hope to work with brands and partners in the maternal and infant industry to provide more professional and comprehensive parenting knowledge, and more reliable and diverse product choices. , more considerate and reliable service guarantees provide parents with a more assured and relaxed consumption experience, and work together with global maternal and infant brands to create and accelerate growth.
