2016 Baby Industry Market Big Analysis Usher In New Opportunities

In 1979, China's reform and opening up and the introduction of the "one child policy" to control the country's population growth.

It was not until 2013 that China began to relax the "two child". If only one of the couples was an only child, they could be protected from the "one child policy" and were allowed to have a second child.

Facing the decline of the working age population, the aging of population structure, "

"The plan outlines the implementation of the policy of a couple having two children.

".

Over the past 10 years, the average number of births in mainland China is about 16 million per year, and the two child policy began in 2016, believing that the number of births in the future will increase to some extent.

On the other hand, the only child in the mainland has entered the stage of birth and child care. They are more willing to spend money on high quality products and services than the previous generation, and believe that maternal and infant supplies and infant related services will bring many business opportunities to the mainland.

Two new children will be concentrated in cities and towns.

According to the national health and Family Planning Commission, there are about 90 million couples of child-bearing age in line with the two child policy. The number of births in 13th Five-Year is expected to be between 17 million 500 thousand and 21 million.

Although the birth population may not be consistent with the authorities' expectations, China's huge birth population base and the number of extra new babies will definitely expand the market for maternal and infant products and related services in the mainland.

The national health and Family Planning Commission predicted that two new children were mainly concentrated in cities and towns, accounting for 76% of the total number of new two children born.

According to the 2015CBME survey report on China's pregnant and infant consumption market, the monthly average child care expenditure of urban households accounts for about 11% of the monthly household income, and the average monthly cost of childcare is about 1012 yuan (the same below).

It is estimated that if there are 1 million new two children in the country every year, it will bring an additional 9 billion 230 million yuan business opportunities for the city's maternal and child products and services market.

On the other hand, with the increase of family income, the cost of child rearing is relatively higher.

Pursuit of high quality imported baby products

The increase in the number of babies born will directly drive the demand for maternal and infant products, such as baby food.

Toys, washing products, daily necessities, etc.

According to Nelson monitoring data, the fast moving consumer goods industry in mainland China increased by 18% in 2015, with sales of about 103 billion yuan.

The growth of infant food and care products was 15% and 23% respectively, higher than that of the whole infant fast food products.

In recent years, there are many negative reports of mother and baby products in the mainland. Parents have higher concerns about product safety. Some parents have a "higher price, better quality" consumption mentality, and are willing to spend more money on buying better and safer imported products to their children.

In addition, the mainland's new parents are mainly 80- after 90. Most of them are single children. They are accustomed to pursuing quality life, and have higher demand for imported baby food and maternal and infant daily necessities.

Key industries include infant formula, clothing, toys and so on.

According to the TDC's market survey on baby products in mainland China, 65% of parents surveyed tend to buy Hongkong and foreign brands / products for fear of the quality of the mainland's baby brands / products.

Functional development of maternal and infant products

Mainland parents not only enhance their awareness of the quality and safety of maternal and infant products, but also have further requirements for product segmentation.

For example, there are differences in the design of bottles for the different needs of parents and babies.

The bottle body design of the curved bottle allows parents to hold the bottle more easily, while the design of the bottle body of the curve is suitable for training the baby to take the bottle and feed itself.

With the increasingly mature and professional requirements of the mainland consumers for maternal and infant products, enterprises need to segment the market and launch innovative products to attract consumers.

Apart from baby supplies, Hong Kong businessmen should not ignore the pregnant women's product market.

Working mothers are becoming more and more popular in the mainland. They have a certain degree of purchasing power. They are willing to pay a higher price for the beautiful and practical maternity products.

For example, working mothers need maternity clothes for work wear, breastfeeding mothers need portable milk millstones and cold bags.

Therefore, the market potential of related maternity and maternal and infant products should not be overlooked.

Increasing demand for maternal and infant services

The mainland government has fully opened two children. Many of the 70 middle and Post-80 middle class couples are considering giving birth to second children.

According to the national health and Family Planning Commission, about 60% of the women who are eligible for two child birth are over 35 years old, and 50% are over 40 years old.

As the number of pregnant women in the elderly increases, they need more frequent maternal and infant tests.

Therefore, the demand for maternal and infant health care services and related medical and technical personnel in mainland China will increase significantly.

At the same time, the two child policy has also brought about the demand for maternal and child home service personnel.

In the long run, the new baby will stimulate the mainland's demand for childcare services, schoolchildren's education and children's entertainment. It will also bring new opportunities for Hongkong's related services.

For example, a children's Ballet School in Hongkong has planned to open two kindergartens in Shenzhen in 2016 and then expand to other cities in the mainland.

In addition to directly increasing the demand for maternal and infant services, enterprises can also enhance their services to parents and children, so as to enhance their competitiveness in the two children's opening up.

For example, the catering industry can introduce children's meals to attract families with children.

Some large shopping malls can set up children's recreation rooms or child care services, so that parents can feel comfortable shopping. Shopping malls can also set up nursery rooms, providing diapers, bottle warmers, warming lamps, etc., so that parents can take care of babies.

These family friendly facilities can increase the competitiveness of the shopping malls and enhance the impression of consumers on shopping malls.

Some interior design companies in Hongkong can make relevant planning and design for the mainland shopping malls.

On the other hand, the Hongkong Property Management Company can also train managers in the mainland shopping malls to let them know the needs of their parents and children.

Physical stores and online stores complement each other.

Although the online shopping market in the mainland is developing rapidly, some parents still prefer to buy mother and baby products in the physical store, because they can know the product characteristics and check the products before buying.

However, the mainland is so vast that it is difficult for enterprises to set up physical stores in every city or region. Therefore, online stores are still indispensable sales channels.

According to Gong Dingyu, co-founder and chief operating officer of the mother child infant shop, which has more than 400 stores and self online shopping centers and APP (application software), "only online shopping mall can not satisfy the mothers' need for experimental experience of" seeing, hearing and touching ", so it is necessary to develop O2O sales of online shops and physical stores.

It is worth noting that many mainland parents buy children's articles through online shops and APP, and they will also get child care knowledge and exchange information.

According to the survey, 93.6% of the mothers in the mainland indicated that mother and baby APP were downloaded in the mobile phone. The main purpose was to acquire child health knowledge (95.4%) and social media communication (82.6%).

In addition to product sales, Hong Kong businessmen can also provide child care information and new product information through online shops and APP, and establish channels for interaction and communication with consumers to increase consumer loyalty to brands or enterprises.

Sum up

Parents in the mainland have improved their children's quality of life, hoping to give children more fresh experience; they are very interested in overseas quality products and are willing to pay higher prices.

As an international metropolis, Hong Kong businessmen have a broader vision and easier access to advanced child care concepts and ancillary products in Hongkong. They have certain advantages in expanding the baby products in the mainland.

If Hong Kong businessmen want to take a place in the mainland market, they must have a long-term vision and strictly monitor the quality of products, especially the low-end products, which constantly impact the mainland's baby market. Only high-quality products can stand out in the market with fierce competition and brand names.

Business opportunities for mother to child services in the mainland are mainly concentrated in maternal and child health care services, childcare services, schoolchildren education and so on.

There are many international medical and health care institutions in Hongkong, which provide comprehensive prenatal and postnatal examination for pregnant women and infants, and believe that there is certain room for cooperation with medical institutions in the mainland.

On the other hand, preschool and early childhood education in Hongkong is internationalized with professional qualifications and experienced talents. It can train relevant teachers and design teaching courses for the mainland.

Some children's interest schools and preschool education schools in Hong Kong are also preparing to open schools in the mainland or cooperate with mainland schools.

In 2016, the "two child policy" effect may emerge in 2016-2018 years as the opening year of 13th Five-Year.

Although the number of new babies may not be consistent with the authorities' expectations, the number of mainland born population in the past 10 years has been stable. With the addition of policy driven additional babies, new opportunities will emerge for the mainland's mother infant products and related services market.