In fact, in recent years, China’s new retail policies for mothers and babies, the economic and technological environment have continued to improve. The outbreak of the new crown epidemic has stimulated the mother and child industry’s awareness of the urgency and importance of transformation and upgrading, and has become a booster for accelerated online and offline integration.
Social environment: The dividend of population growth is over, and mothers and babies enter the stock market
The data shows that the number of births in China ushered in a small peak after the introduction of the two-child policy, but the overall growth rate is still negative. iiMedia Research analysts believe that China’s population growth dividend is over, the maternal and child industry has entered the stock market, upgrading product and service quality, and improving consumer experience are the keys to competition. Especially in terms of the quality and safety of maternal and infant products, brands urgently need to upgrade their products and services to improve their consumer experience.
Technological Environment: Digital technologies are maturing, enabling the transformation of mother and baby retail
The essence of new retail for mothers and babies is to use digital technology to empower multiple links such as product research and development, supply chain management, marketing promotion, and consumer experience, so as to improve the operation efficiency of the industry and enhance user satisfaction. In recent years, digital technologies represented by cloud computing, big data, artificial intelligence, and the Internet of Things have developed rapidly, creating favorable technical conditions for the transformation of the mother-infant retail model.
Market environment: from products to services, the market is more segmented and diversified
Social progress and economic development have promoted the transformation of parenting concepts and driven changes in mother and infant consumer groups and consumption content. The maternal and infant consumer groups have expanded from children to families, and the consumption content has been extended from products to services, and the maternal and infant market has become more subdivided and diversified. iiMedia Research analysts believe that the diversified development of the maternal and infant market segment will help raise the industry ceiling, but it will also attract more entrants and intensify industry competition.
In 2024, the market size of China’s maternal and child industry will exceed 7 trillion yuan
According to data from iiMedia Research, in 2019, the market size of China’s maternal and child industry has reached 3.495 trillion yuan. With the rise of a new generation of young parents and the improvement of their income levels, their willingness to consume and ability to consume maternal and infant products will greatly increase. The growth driving force of the maternal and infant market has changed from population growth to consumption upgrading, and the development prospects are broad. It is expected that the market size will exceed 7 trillion yuan in 2024.
Hotspots in China’s Maternal and Infant Industry: Global Marketing
Data analysis of the purchase rate of the double eleven plan for pregnant mothers in 2020
The data shows that 82% of pregnant mothers plan to buy baby diapers, 73% of pregnant women plan to buy baby clothes, and 68% of pregnant mothers plan to buy baby wipes and cotton soft wipes; on the other hand, the consumption and purchase needs of mothers themselves are far lower. for baby products. iiMedia Research analysts believe that pregnant mothers’ families attach great importance to the quality of life of their babies, mothers give priority to the needs of babies, and the sales of baby products have exploded during the Double Eleven period.
Prospects of China’s Maternal and Infant New Retail Industry Trends
1. Consumption upgrade has become the main driving force for the growth of the maternal and infant market, and maternal and infant products tend to be segmented and high-end
iiMedia Research analysts believe that China’s huge population base and consumption upgrade trend have laid the foundation for the growth of the maternal and infant consumption market. With the disappearance of population growth dividends, consumption upgrading has gradually developed into the main driving force for the growth of the maternal and infant market. The upgrading of maternal and infant consumption is not only reflected in product segmentation and diversification, but also in product quality and high-end. In the future, the exploration of subdivisions of maternal and infant products and the upgrade of product quality will give birth to new development opportunities, and the prospect of the maternal and infant track will be broad.
2. The transformation of the mother and baby retail model is the general trend, and the integrated development of online and offline will become the mainstream
iiMedia Research analysts believe that a new generation of young parents is becoming the main force in the maternal and infant consumer market, and their parenting concepts and consumption habits have changed. At the same time, the fragmentation of consumer information channels and the diversification of marketing methods are also changing the maternal and infant consumer market to varying degrees. Maternal and infant consumption tends to be quality-oriented, service-oriented, scenario-based, and convenient, and the online-offline integrated development model can better meet the ever-escalating demand for maternal and infant consumption.
3. The new retail format for mothers and babies is developing rapidly, and product service upgrade is the key
The outbreak of the epidemic has caused serious damage to offline mother and baby stores, but it has deeply cultivated the online consumption habits of mother and baby users. Analysts from iiMedia Research believe that the essence of the reform of the mother and baby retail model is to better meet the needs of consumers. At the current stage, although the acceleration of online and offline integration can help mother and baby stores relieve short-term operating pressure, in the long run, the upgrade of products and services is the key to the long-term operation of the new retail format.
4. The competition in the maternal and infant industry is increasingly intensifying, and the demand for digital empowerment services is increasing
Although the maternal and infant market has broad prospects, in the face of the competition for existing users and the continuous introduction of new products and services, industry competition is increasingly intensifying. Reducing customer acquisition costs, improving operational efficiency, and improving profitability will also become common challenges faced by the mother and baby industry. iiMedia Research analysts believe that under the booming trend of the digital economy, digitalization will become a new engine for the growth of various industries. Using digital technology to improve the operational efficiency of the maternal and infant industry will help enhance the comprehensive competitiveness of maternal and infant enterprises. However, the overall digital construction capability of the maternal and infant industry is relatively insufficient, and the demand for digital empowerment services from maternal and infant brands is expected to increase in the future.
Post time: Jan-14-2022