Infant Products Market, Consumption Upgrade Is At That Time.

Abstract: "the more expensive, the more people buy, the more high-end, the more favored." Nowadays, 80 generations of parents display strange scenes in the infant products market, making many international. brand Competing to become a market maker, facing the fierce high-end. consumption How should local children's products or service enterprises move?

Nowadays, when most consumers cling to the renminbi and stare at rising housing prices, vegetable prices and oil prices, there is a market in which the sales of commodities continue to rise: 200? 300 yuan, one can of imported milk powder, and 400 yuan per child. cowboy Pants, more than 2000 yuan baby car, and even more shocking price of 26800 yuan baby crib... These high priced goods are not worried about no sales, and the more expensive the more people buy, the more high-end, the more favored by some customers. This is a strange scene in the market of infant products in China today.
A sentence deeply rooted in Chinese parents' minds that "children should not be allowed to lose at the starting line" will make them willing to spend any money on their children. Especially with the growth of the only child born in the 1980s to the young parents, the consumption of infant products is becoming more and more detailed: from the nutrition before pregnancy, child care books to the radiation protection clothing, prenatal education discs, after birth, Yuesao, nursery school teachers, plus baby bedding, milk powder, clothing and so on. It can be said that today's infant and infant products market has developed rapidly from simple bottles, diapers and other simple items to a wide variety of markets. The products such as nose sucking device, feeding device, crystal hand and foot impression are emerging one after another. Infant swimming, parent-child games, children's photography, all kinds of early education classes and other infant services are competing. It can be seen that infant products seem to have entered a comprehensive high consumption era, and the fierce wave of high-end consumption has also made the scale of China's infant products hundreds of billions of yuan.

Why high-end consumption continues to climb

The high-end consumption wave of infant products market is a concrete manifestation of people's consumption upgrading, but there are also many helpless parents who do not want their children to lose at the starting line.

Economic income is rising.
In 2010, China had 11 cities in Beijing, Shanghai, Shenzhen, Guangzhou, Suzhou and other cities with a per capita GDP of more than US $10 thousand, reaching the level of moderate prosperity proposed by the United Nations. The increase of household disposable income enables parents to purchase high-grade brand goods. Nowadays, after 80's parents buy infants and young children is no longer only satisfied with the economic and practical, but more emphasis on quality and brand. A survey in Zhengzhou shows that 62% of families are willing to buy famous brand baby products for their children. A parent's speech is quite representative: "now that the economic conditions are good, what we can not enjoy before we want to make up for the children, and we must buy a big brand if we want to eat it, even if it is expensive." {page_break}

High end brands "add fuel to the fire"
In China, 30 million babies are born every year, and about 70 million of infants aged 0 to 3 years old, especially the 2007 Golden Pig babies, the 2008 Olympic babies, and 2010's Expo baby, are directly stimulating the demand for infant products market. According to statistics, the sales growth of China's infant market is increasing at a rate of two digits per year. It is conservatively estimated that the scale of the development of the market is 100 billion yuan. Nowadays, many international brands have recognized this potential market. In 2009, Bobbi launched into China to seize the high-end market of baby toys. The United States emporite laboratories and Han Guoli Po launched their brands through various forms, such as agents, shopping malls, franchised stores, etc. sports brands such as Adidas and Nike also began to get involved in the baby sportswear market. The strong entry of these big international brands forced some small and medium-sized brands in China to retreat to the three or four tier cities, but in the big cities gradually formed a confrontation between high-end brands, which played a role in boosting high-end consumption of Chinese infant products.

Parents "compete with each other"
One can not let children lose at the starting line, so that parents can use all kinds of skills to provide the best growth conditions for their children. In fact, it means that children's education should be picked up from childhood. Although it has been criticized by the Ministry of education as "gorgeous pseudo proposition", this sentence has been deeply printed in the minds of Chinese parents and has become the biggest driving force for their child rearing action.
Anxious parents creatively moved the "starting line" to the moment the child was born. "If the baby starts third days after birth, it will be 2 days later than others," and even from the moment of conceived children, no matter whether they eat, wear, use or educate, they must never lag behind. At the same time, the typical "421 type" family structure in China has boosted the trend of high-end consumption in the infant market. The status of children in the family is supreme. Parents, grandparents, grandparents love all their love in a child, so long as they can provide him with the best conditions, they will be willing to spend much money. Therefore, the consumption level of infant products seems to have become a "hidden battle" at the starting line: your family has reported family games, and my children have to go to the early education class. Your family drinks imported milk powder, and my children do not drink domestic brands. Parents are competing for money. {page_break}

Consumption of parents after 80's "pulse"
 

It can be seen that after 80 parents are the main group of high-end consumption in China's infant market. As the only child of the first generation, they have experienced and accepted the baptism of market economy, globalization and the Internet process. Nowadays, the 80's who are first fathers and mothers are still adhering to the distinct characteristics of this group: thinking, personality and fickleness. In the field of infant and child consumption, mothers in the 1980s tend to pursue fashion and seize the pulse of consumption trend. However, if we are careful about their consumption psychology and behavior, we can find that the "pulse" of this special group is full of entanglements and twists and turns, with dual and seemingly contradictory consumption characteristics.
"Pulse condition" one: active "high consumption", but also "no end". After 80 years, their parents enjoyed the advantage of only child. They had already broken the conservative and conservative consumption concept pursued by their parents, but they paid more attention to quality, personality and fashion. Similarly, buying products for their children is also a gesture of high consumption. They value high quality and brand names but do not care much about the price. However, in addition to their own active high consumption, this also implies the passive and helpless side.
A recent survey of infants and young mothers shows that safety, brand, quality and word of mouth are the most important factors for young mothers to choose products for their children. In recent years, such incidents as "Sanlu milk powder", "Fuyang big headed baby" and "leather milk" have made parents fear. Food safety has become the most important factor for their parents. According to the survey, 63.2% of the parents of infants said that "the quality of infants and young children is difficult to distinguish and can not be chosen". Indeed, when it is not sure which product is safer and better quality, parents can only "price quality", they usually think the more expensive the price is, the more secure the import is. Therefore, the consumption of post-80s parents on infants and young children is virtually "high-end", which reflects the parents' helpless mood and a distrust mentality.
Pulse condition two: conceptual science is also susceptible to decision making. The concept of scientific parenting occupies a very important position in the mind of parents in the 1980s. Although these young post-80s parents generally lack the first-hand experience of child rearing and do not agree with their parenting methods, they are very good at acquiring child care information through various channels. For example, what kind of milk powder to drink is more scientific, when it is necessary to cultivate infants' complementary food and how to buy it. They are also willing to attend training classes for this class, showing a strong rational attitude towards scientific childcare.
However, the post-1980s parents still maintain the characteristics of the 1980s: impulse spending and emotional decision-making. When they look at a particular product, they will only buy it for the sake of packaging, or they will buy it without hesitation because of the new trend of design, but later they often regret it. If the friends around are using a brand of milk powder, whether the brand is suitable for their children, the parents will follow suit. Sometimes they will believe in advertising and believe that a certain function or a component contributes to their children's growth.
"Pulse" Three: personality and love to compete. After 80, parents focused on individuality, chasing fashion, like a unique product, showing similar characteristics in the consumption of infant products. They want their children to be different in all aspects, but this will also show a "show off" side. More Post-80 parents will pursue "high quality" parenting into mutual comparisons. Your child has gone to the morning classes, and my family has two children. Your child wears an international brand, and my children can't deal with it domestically. Behind the heart of the comparisons is that the parents of the 80 generation want their children to win the lead in any way. {page_break}

"Pulse condition" Four: have a strong opinion and love online shopping. The typical "421 type" family structure in China often forms multiple decision-making bodies. The elderly at home want their experience to give guidance to their young parents, while the parents of the post-80s generation do not accept them all. They prefer to make their own judgments. We can usually see that the old man helps the baby, and thinks that the fat and sleeps can be done. But after 80's parents think that the baby needs to develop intelligence in advance, it needs early classes and parent-child game classes. When the children buy clothes, the elderly prefer to choose the bigger one so that the children can wear it for more than one or two years, while the young parents will choose to fit together because they are more concerned about the wearing effect of the clothes.
The parents of the 80's are growing up with the Internet. Now many 80's mothers like to use the search engines to gather information and buy the products they need. In addition, they also attach great importance to word of mouth communication. They often go to bloggers, Kaixin, micro-blog and other social media browsing circles to evaluate some brands or products. They will also go to shopping websites to look for baby products that they want to buy, and enjoy the convenient service of door-to-door delivery.

How should local enterprises cope with "war"?
Nearly trillion of baby products market and the wave of comprehensive high consumption make international brand become a trend maker. According to the survey, 50% of the infant milk powder market is imported milk powder, and the children's clothing market is also dominated by international brands. In the face of huge market and fierce competition, how will China's infant products or service enterprises respond?
Strive to build strong brands. In recent years, there are more and more large brands in China's infant products market. Especially after the 1980s, young parents have always followed their pursuit of fashion and personality. They have a higher awareness of the brand. 62% of families are willing to buy famous brands and are willing to pay high prices within their capabilities. This shows that consumers in the infant products market highly agree with the value and connotation of the brand. For an enterprise, who can win the brand status in the consumer's mind, who can gain the advantage in the market competition. At present, there are many brands in China's infant market, and the entry of foreign brands is further aggravating the competitive situation. After the wave of the sand, the small brands will inevitably withdraw from the market or retreat from the three or four line cities, and Chinese enterprises can only win the recognition of consumers in brand building so that they can advance in the wave of high-end consumption.
Strengthen social responsibility marketing. To become a strong brand is the first step to win the market. In order to stand firm in the wave, Chinese enterprises should make up for the sense of social responsibility. Especially in the current complex domestic market environment, it is the best way for consumers to trust the social responsibility of consumers to pass on the corporate social responsibility. In recent years, a number of well-known domestic brands have collapsed on a series of food safety problems, and foreign brands have been sought after by consumers. On the surface, parents are following the trend of foreign brands, but behind them are Chinese parents' distrust of domestic brands. In a consumer survey, 38.57% of parents did not buy products that were questioned; 27.39% of them read advertisements or bought famous brands. It can be seen that if Chinese enterprises want to regain the trust of consumers, they must grasp the lifeline of product quality, constantly enhance their sense of social responsibility, and win the hearts of consumers while making profits.
Deep web marketing. Nowadays, the Internet has become an effective tool and important channel for enterprise brand marketing. Chinese infant and infant products enterprises should also attach importance to this platform. As more and more Post-80's parents like to buy infant products online, search for relevant information in search engines, exchange experiences and share shopping experiences in social media such as blogs, watercress, Kaixin, Renren et al. Chinese enterprises need to make full use of all kinds of resource advantages of the network, deepen network marketing, participate in every aspect of product design, production and marketing on the basis of understanding consumers' potential needs, establish mutual trust relationship with consumers through the Internet, and form a good word of mouth effect in their parents. In addition, enterprises can also adopt the "catalog + network" marketing mode, because door to door catalogue sales and online shopping enrich the sales channels, and can provide more convenience for parents after 80.