The New Situation Of Mother Infant Market: The Rise Of "Baby Daddy Economy"

(1) the second child policy has spawned a new stage for the mother infant market.

According to the world clothing and shoe net, the population of the 0-14 year old age group was 241 million in 2015. The proportion of infants in this group dropped to below 20% for the first time in 2005, and increased to 17.6% in 2015.

With the relaxation of the second child policy, more than 17 million newborn babies are born every year.

"The mother infant industry is different from other consumption characteristics, it is a long period of rigid demand, generalized maternal and child consumption refers to the comprehensive consumption of all children of 0-12 years old." the 2016 China maternal and child product consumption trend report jointly issued by the Economic Research Institute and Jingdong in twenty-first Century defines this way.

According to the current trend of total infant growth and growth, China Industrial daily estimated that the annual increase of over 30 billion yuan in maternal and infant consumption will bring at least a new growth space of about 13% annually.

CBNData's "big data report on maternal and child industry consumption trends" also confirmed that in 2015, the maternal and child industry reached an overall scale of 2 trillion and 300 billion, accounting for 3.4% of GDP, of which the scale of online maternal and infant industry was expanding rapidly, and reached 100 billion level in 2014.

China's mother infant market is entering a new stage.

(two) three major consumer escalation of mother and infant population

1, the industry's overall consumption channels and ways to upgrade

(1) upgrading of Internet to mobile Internet

According to the world clothing and shoe net, since the mobile terminal orders index exceeded the PC terminal for the first time in December 2014, the order level of mobile terminal channels has been showing exponential growth, and the PC terminal data is no longer super.

Treed also knew that in 2016, "double eleven", and 41% of respondents bought APP, while PC only accounted for 16.2%.

With more purchasing power "gold masters" rising in the three or four tier cities, China's three or four line and below cities are crossing the PC universal network stage directly into the mobile Internet consumption era.

Since the second half of 2014, all industries have entered the era of mobile e-commerce. As of the third quarter of 2015, the penetration rate of the whole industry in mobile terminals has reached as high as 61.7%. Taobao and CBNData pointed out in the joint China 2015 report on Internet consumption.

Whether in the past, relying on the PC end of the mother and infant old community, the mother to child social APP, or maternal and child related industries from the media, have presented a clear trend of maternal and child mobile e-commerce development.

And like the little red book, ocean pier, NetEase koala, and wild animals, such non maternal and female business operators also rely on the original mobile advantage, open the mother child special field, into the maternal and child mobile consumer market.

(2) offline and offline, upgrading online and offline.

Consumers are increasingly dependent on online shopping, and habits are constantly changing.

Compared with the past, they have become more focused on experiential consumption, and the original channel mode has become increasingly difficult to satisfy consumers.

In order to cater to the market demand, the mother and child retailers gradually expand outside the mode, and the layout boundary of the original channel gradually blurred.

For example, the baby tree on the line in 2007 not only focuses on babies and new mothers, but also extends the population to pregnant mothers and expectant mothers during pregnancy, providing services such as community, information, knowledge and other content services, games, growth records, and so on.

White paper on mother child market development on China online 2015

Although most companies are still selling offline, but with the increasing penetration of electricity providers and mobile payment, the next line will gradually open up, will enter the stage of multi-channel coexistence normalization, product and service integration, offline and online convergence trend will be realized, and the battle between online mother and child channels will become more intense.

(3) domestic purchase to "Hai Tao" and "global purchase" upgrade

As BAT has entered the maternal and child cross-border electricity business, mother and baby global shopping has gradually become

A blue sea in the vertical industry.

The 2016 cross border consumption trend report released by NetEase koala sea in November showed that although the proportion of married people who had been married had dropped by 13% over the past year, the number still maintained a good growth momentum.

With the deterioration of the domestic environment and product safety problems, the user is importing the international market.

More and more familiar with and trust.

Jingdong survey found that most of the global buyers' attention to platform reviews is significantly lower than that of general channels. They value higher quality, more professional, and can meet certain specific needs, such as high-quality complementary food, bottle feeding with new technology or milk pump with specific functions.

2, consumer behavior patterns and brand awareness upgrading, high-end products market scale has arrived.

Through the big data frequent pattern recognition, comparative analysis and other methods, Juhuasuan found that the traditional milk powder + diaper marketing mode has gradually changed to milk powder + water purifier in the upgrading of consumption.

By tracing the source to ensure the safety and health of the baby at the beginning, this purchase mode, which is obvious in the high-end users, is changing to the opportunity and trend of the scale of the high-end goods market with the upgrading of the average consumer.

CBNData also found that mothers and infants have become more concerned about the brand name endorsement of traditional baby food, supplies and other rigid products, and their demand has stabilized. Most of them prefer Tmall flagship store and show a trend toward high-end.

This shows that the maternal and child population not only has a significant improvement in the overall brand awareness, but also has the awareness and pursuit of high-end brands and high quality.

However, we must not neglect that the overall brand competition between mother and baby market is also intensifying, and all categories show a trend of declining brand concentration.

The difficulty of attracting consumers by "famous brands" has begun to increase. The market share of central brands and niche brands has gradually increased, and the status of the head brand has been impacted.

High end products are facing opportunities and new challenges of market scale.

3, consumer demand from single to multiple upgrading, personalized, professional become a new trend.

With the change of social population structure, a new generation of parents has been born.

Compared with the early 1980s, the online shopping habits, individualization, differentiation, and high-end preferences of the 85, the group of young parents will greatly affect the future of the mother and baby market in the next 5-10 years.

The abundance of commodities is no longer the first pursuit of post-80s and post-90s. Whether they can continue to meet their personalized needs has become a new test for mother to child business.

With the increasingly fierce competition between mother and infant platforms, it is urgent to find opportunities and seek differentiation in the details of the market.

Liu Lihua, senior analyst at the first financial and business data center, believes that the market potential of non-standard products that can satisfy more personalized and enriching needs of consumers is very large. It is the blue ocean market that has not been fully developed by the mother and infant industries.

In contrast, food and diapers are highly sensitive categories of safety, while non category products are less sensitive to safety and less costly to trial and error.

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Cross border consumption trend report 2016

AI's white paper on the development of mother and baby market in China on 2015 also pointed out that, for example, children's clothing, toys, personal care, tableware and other elastic demand categories, compared to diapers, complementary foods, milk powder these rigid demand categories, it is more likely to be affected by promotional activities, irrational consumption is more common.

The 2016 cross border consumption trend report shows that while sales are growing rapidly, the sales of diapers and milk powder in the category of mother and infant decreased by 30% and 29% respectively.

The sales of baby products increased by 6 times in half a year (the second half of 2015 and the first half of 2016).

NetEase koala sea analysis, in the trend of personalized cross border consumption trend, the change of purchasing demand of the once nurse's mammy group showed another new trend of cross border consumption: the demand for specialized products was more and more vigorous.

Different from the past pursuit of tide cards and luxury goods, cross border consumers now pay more attention to their own individuality through the quality of life created by their own functions and design, and to show their preference for personality from the desire of gorgeous material to the more practical emotional comfort.

(three) mother and baby market will usher in new business opportunities and competitors.

"Companies and brands continue to publicize air pollution and food safety problems and other threats to health. Chinese consumers are beginning to take a more proactive approach to health."

Not long ago, the independent consumer market research and consulting company, British mint, released the 2017 trend of Chinese consumers.

As early as 2014, in the report on the trend of cleaning products, looking at new products opportunities from the perspective of consumer demand, Ying Mint found that 85% of parents thought that after their children had children, their needs were placed behind their children, and 52% of 0-3 year old mothers worried that the bacteria germs remaining on clothing, furniture surfaces and toys would affect children's health.

This will mean that more and more Chinese families will take the initiative to make healthy consumption for their children, and these active consumption needs will become more and more critical and clear.

For most of the non maternal and child enterprises and products, how to deal with increasingly professional consumers and increasingly personalized, professional needs will become an important topic.

Since 2013, the Haier team has made a thorough study of the maternal and infant population with the help of a special health breeding mother to child interaction platform, "Haier Haier", and established the "Haier mother and child home appliances" sub brand. Not only has it launched the professional products of mother and baby, such as fluoride free frequency conversion baby air conditioner, maternal and child free washing machine, professional mother and infant purifier, etc. in 2016, Haier also announced the cross-border cooperation with the maternal and child brand Taiwan guanghtang and father's choice.

The Internet empty net brand leopard also launched the mother and child version of the air purifier in addition to haze, aldehyde, bacteria and anion as the core function of the second generation of air purifier in May 2016.

In the household cleaning and clothing cleaning products market, it is not hard to see that more and more specialized products for infants and children are emerging.

The new attempts and good developments of these non-native mother and baby brands are heralding a new trend: more and more family consumers are looking forward to more specialized and more subdivided products, especially for children's healthy and specialized products.

Two, the rise of "baby daddy economy"

(I) mention the "father and infant era".

As early as 2013, Taobao has found that 30 million of the male users of mother and infant products have been purchased, while the consumption of up to 18 billion 100 million yuan is still 29 billion 100 million billion yuan away from the female users. However, the male and female users occupy 44% of the total number of users purchased from mothers and children, which is 12% higher than that in 2012.

In the white paper on the development of mother infant market in China online in 2015 released by AI consulting, it was mentioned that in 2015, the proportion of female users was 50.5%, and men accounted for 49.5%.

Although most reports focus on the overwhelming majority of female consumers occupying the mother infant market, the contribution of males to the infant economy is increasing year by year. Some analysts first proposed the concept of "father infant era" in 2013.

(two) "baby daddy" is becoming a potential stock in the baby's economy.

1, the male family role is changing.

With the continuous development of the "Internet +" era, the demand relationship between the pregnant and infant markets is being reconstructed.

Father's children have long been a social topic in recent years. The show and TV show of "Daddy where to go", "Daddy's coming back", "tiger mother cat dad", "my baby" and so on not only imply that men should take the initiative and share the role of Family Parenting more, but at the same time, the enthusiastic attention of the majority of female audiences has also conveys to the whole society more information about men and children who are more popular and more acclaimed.

With the continuous development of public opinion and women's economic status, men are gradually changing from "outside the main" to "family sharing" role of family participation.

China Consumer Trends Report 2016

In spite of the fact that women are still family driven, according to Ying mint, in the trend of cleaning products, looking at new products opportunities from the perspective of consumer demand, only 2% of male respondents claimed that they never "do housework" and that the division of labor between men and women in the younger family is more equal.

With the promotion of the new national second child policy, not only will men enjoy more policy benefits, but it will also urge them to redouble their lives to families, especially children.

For the new generation after 85, 90 or even after 00 new parents, "equal division of labor between men and women", "Dad will pick milk powder, urine is not wet" has gradually become a natural family view.

These changes in social concepts and cultural phenomena all show that the baby daddy economy is becoming a new growth point in the economy of the pregnant and infant children and the male economy.

In order to comply with the trend of the "baby daddy economy", more and more "baby daddy" brands are making efforts.

The C2M Internet baby brand "Dad's choice" is trying to adopt the rational analysis perspective of fathers and male "quality first" to choose the high quality infant product standard.

The "three dad" children's empty net brand, which started in 2014, is planning to turn to the new fan market that is still in the window stage.

The environmental protection science and technology new army Su Jing hopes to release the "pure SARS Air air cleaner", which is able to kill the chemical carcinogens such as SARS, norovirus, pathogenic bacteria and formaldehyde, so as to help rational and unloving fathers to convey the new idea of "starting from the breath". It appealed to the public to pay attention to outdoor fog and haze while paying attention to the hidden damage of indoor air pollution to mother and infant.

2, the status of male users in the consumer market is changing.

Compared with the female consumers who have long been fixed in the three fields of clothing, jewelry and Cosmetology, there are obvious differences in men's consumption in different age stages.

According to Chi Meng's 2016 "double 10" consumer behavior survey report, this year's "double eleven" male consumption is slightly higher than that of women, with an average cost of 1561 yuan.

According to the big data of the Institute of wealth and quality of Ali Research Institute, luxury research and consulting agency, the proportion of single online shopping in 2015 was over 2000 yuan, the male sea group accounted for 56%, the female only 41%, and the proportion of single consumption below 500 yuan, 16% for men and 32% for women.

In the 2014 China Internet shopping user behavior research report, Erie consulting found that the proportion of women buying maternal and child products accounted for 4.9% of all female consumption, while men accounted for 5.3%, by comparing the proportion of commodities purchased by men and women in 2013.

This shows that although women buy more and have higher frequency, they do not mean that men's consumption ability is worse than that of women in the mother to child online shopping market. They may be more willing to buy mother and baby products than women.

These are still hidden in the maternal and child electricity market, many of the "baby daddy" will be pregnant with the baby market consumption upgrade, high-end, and gradually emerge, play a greater influence, and even bring about disruptive changes.

More interesting reports, please pay attention to the world clothing shoes and hats net.