3 Trillion Who Will Get A Share Of The Mother Infant Market?

On the first day of August, 100 maternal and child brands gathered in Hangzhou, and Tmall mother and infant brand new camp opened.

The 100 maternal and child brands come from the more than 400 brands in the sea. In the next few months, they will show their muscles while participating in the actual combat training in the first brand competition of the Chinese mother and infant industry. After a series of layers of PK, they will eventually get tickets for new opportunities in the mother infant market.

It can be predicted that there will be a whirlwind in China's mother infant market.

Today, the maternal and infant industry market in China exceeds 3 trillion. Under the context of consumption classification and consumption upgrading, the adjustment of category structure and personalized consumption are highlighted, and the brand is facing an unprecedented opportunity.

How do I find my place in this draught?

62% of the 90's are willing to become full-time nurses.

Some people may wonder, where is the opportunity for mother and baby industry in China when the newborn population descends in 2017?

Yan Lan, a senior marketing expert of Tmall mother and baby, said that the future market opportunities for mother and baby come from population structure adjustment and category structure changes.

In terms of population structure, although the declining trend of new population is at present, the number of children aged 5-9 and 10-14 is still upward trend, which means that there will be great development opportunities in the children's market, such as children's wear, children's shoes and toy industry.

In addition, with more and more 90 and 95 becoming parents, some personalized needs are becoming increasingly prominent.

The first financial business data center (CBNData) data show that Tmall mother and baby after 2018 90/95 accounted for 32% of the consumer, the consumption volume of the consumer growth rate reached 59%. They will look forward to the product color value, and put forward more subdivision needs for products. For example, baby teeth and biscuits to promote the growth of children's teeth and bones, baby milk powder to help baby's eye development, baby sun protection, and "baby belt artifact" and other products are very popular.

Another interesting phenomenon is that more and more men are involved in the parenting process.

According to the baby tree data, 62% of the 90s were willing to become full time baby dads, and 5% of them were full-time nurses. This trend also represents a growth opportunity for dairy products, such as diapers and toys. In 2018, Tmall's favorite toys purchased by the 90's were stuffed fabric toys, electric remote control toys and children's intelligent toys.

In addition, the key word "sinking" has been reflected in the mother infant market. The low line city has become the focus of the development of the mother infant market.

The first is the difference in population base. The Kay consumer index shows that the low line city is 1.5 times the population base of the on-line city. In addition, the penetration of mother and infant category in offline cities is far lower than that in on-line cities, for example, infant skin care is only 12% of the penetration rate in offline cities. With the upgrading of the offline cities and the penetration of electricity providers, there is bound to be a huge consumer market for maternal and infant products.

Successful maternal and child brands are inseparable from this model.

Over the past few years, many representative brands have emerged in Tmall's maternal and infant industry. Their brand models have one thing in common: they all adopt the DTC brand mode.

This is a marketing way directly based on the operation of consumers. There are three characteristics: first, focus on new users. Nowadays, after 90 and 95 are increasingly becoming the main users in the Chinese market, brands need to consider the characteristics and preferences of the new generation of consumers. Two, we should pay attention to content creation. Link consumers with high quality content. The three is to attach importance to online channels, with a higher ROI and a lower trial and error cost.

Mother and baby trend toy brand bubble Matt is a typical DTC brand. Bubble Matt launched the cross border joint doll in May 2018, and sold 6000 pieces in 3 minutes. From Tmall in December 2016 to 2018, the sales volume of bubble Matt increased by 90 times.

In fact, bubble Matt is a brand known as "new cutting-edge". Bubble Matt co founder sage shared the experience of bubble mater in the operation of fans. The first time that bubble Matt made a line shop, the store manager pulled WeChat group to accumulate hundreds of active WeChat groups. After accumulating the community foundation, we began to build a membership system. In addition to the traditional promotion mode such as integration and replacement, bubble Matt has designed some special interests that attract users according to the characteristics of their own mother and child toys, such as participation in offline activities, qualification of exhibition priority, etc.

Babycare is also a black horse brand on Tmall's mother and baby. In just four years, Babycare was among the eleven billion Tmall clubs in 2018.

The uniqueness of the mother infant industry is that it is a group that needs continuous attention and continuous operation. Babycare is also a user led brand. Paul, head of Babycare brand market, said that the number of customer service will reach seven hundred or eight hundred or even over 1000 by the end of this year. And the customer service team is deep in operation and rarely outsourced. And the customer service team has 1/3 with baby certificate.

In addition, the company also has a Bao Ma evaluation group, from 150 employees in the company. They are responsible for testing and developing new products after their daily work. Even the founder's child has become the chief product experience officer. Almost all the 30 diapers on the market have been tested for the development of a new product.

In this regard, the C2B mode has also been more and more valued by the brand. Babycare reviews consumers' hundreds of thousands of reviews every month, observing consumers' feedback on products, and sorting out products, logistics, marketing and services. Relying on the flexible industry chain, three months later, the product can be updated and updated according to the report, to meet the needs and expectations of consumers to the greatest extent.

Future brands won't win by traffic.

The original intention of Tmall's launch of the first mother and infant brand new creation competition is to replicate and popularize the successful cases and models of Tmall's mother and baby, such as bubble Matt, BabyCare and so on, and to promote more brands.

In addition, based on Tmall 200 million user soil, Tmall's big data capability and the global resources support of the creative camp, the new brand will achieve brand upgrading and explosion on the basis of continuous content and fans operation.

The cooperation with Tmall in the past year has brought new development ideas to Babycare. By fully utilizing the tools provided by Tmall, such as data banks, Babycare can see things that could not be seen before.

Paul said that although it was only in a year or so, it was during this time that a lot of dynamic sales data of Babycare, including all new product data, users' re purchase data, and users' fission data increased rapidly. The figure was close to 200%. After data filtering, Babycare has produced a very large explosion in a short time, both new and iterative.

It is learnt that the new brands will win training courses around product strength, operation ability, content strength, brand power and organizational strength, and win the brand and get the "PK 11" and the annual goods section. New brand representatives such as bubble Matt and Babycre will also provide support based on their brand development experience. In addition to brand and expert guidance, there will be millions of treasure KOL and new product innovation center actual consumer evaluation, giving the product the most authentic feedback.

As Mr. Gu Mai, general manager of Tmall's fast moving consumer goods division, said, the future brand is definitely not won by traffic, but by superior commodity power, more powerful founder's imagination and more brand integration capability. And all these abilities need training. Tmall has provided the best opportunity for mother and infant brand new creation camp.

Wei Xiaowei, senior business vice president of baby tree, said that an enterprise from 0 to 1 depends on product strength, and from 1 to N, it relies on brand power. What we need to do is the cutting-edge brand, not just the cutting-edge products.

In the future, in the maternal and infant industry, Tmall hopes to create 100 new brands in the past three years and 20 billion new brands. The 100 Tmall babies and babies that have been selected by the sea have undoubtedly won the tickets. Author: Zhang Hangying