With the relaxation of the two child policy, more than 17 million newborns are born every year in China. “The Maternal and infant industry is different from other consumption in that it is a long cycle of rigid demand.

Data source: the National Bureau of Statistics

Development trend

1. High end and specialization of maternal and infant products and services promote industrial upgrading

With the improvement of the national income level, consumers have higher requirements for the quality of mother and child products, and have more brand awareness. At the same time, in the context of frequent safety accidents of children’s products, Chinese families pay more and more attention to the safety of mother and child products. According to Roland Berger’s research report, the most important factor consumers pay attention to when making purchase decisions is product quality, followed by service, while the sensitivity to price is low. Therefore, Chinese consumers are willing to pay a higher premium for high-quality, high safety and high added value mother and infant products.

In addition, the huge market capacity and diversified demand of the maternal and infant child industry has given birth to a number of market segmentation leading brands. In the future, high-end and specialization will promote the upgrading of China’s mother and child industry and realize sound development. Professional channel brands with excellent quality, strong innovation and fully catering to the market demand will also benefit from the wave of industry development.

2. The online penetration rate is gradually increasing, and the retail channels for mothers and children are diversified and omni channel

With the popularization of the Internet, the flattening of channels and the professionalization of services, the retail business of mother and infant children has shifted from traditional department stores and supermarkets to new channels such as mother and infant brand stores, professional stores, e-commerce, overseas shopping, etc., and the retail channels of mother and infant children have diversified.

At present, the consumer groups of the mother and child market are mainly “post-80s” and “post-90s”. This group has rich online shopping experience and is the natural user base of the mother and child e-commerce. Buying through e-commerce (as well as cross-border e-commerce) has become one of the main ways for the new generation of mothers to consume.

In addition, the innovation of the Internet also gave birth to many new business models, such as the “mother and child e-commerce + mother and child community” model, which gathers users by virtue of the social attributes of the mother and child user groups, and realizes the flow realization through e-commerce channels, which helps to better grasp the user needs, provide truly user-oriented products and services, and then improve the user stickiness. For example, Lianbao provides a one-stop sharing platform for online and offline big data services, and provides a one-stop sharing and entrepreneurship platform for consumers in the process of consumption from a new definition, which is the best choice for Baoma in the new era.

3. The demand for all categories of maternal and infant children’s products is increasing, and the consumption scenarios are more abundant

The maternal and infant industry itself has the characteristics of wide coverage and many dimensions. However, with the deepening of consumers’ cognition of maternal and infant consumption and the improvement of consumption investment, consumers’ demand for products and services with different functions is also growing. It is the general trend for maternal and infant product service manufacturers to continuously develop new product lines, improve existing products and achieve full category coverage. In addition to the expansion of physical commodity categories, services for the mother and child population, such as medical treatment (production inspection, monthly services, vaccines, etc.), Finance (financial products, insurance products, family education funds, etc.), education, etc., will become the key expansion direction of the industry.

On the other hand, the consumption scenarios of mother and child products and services are more abundant. From the traditional consumption scenes of stores and stores to the o2o mode of online and offline integration, the shopping experience of consumers has been improved and the shopping scenes of consumers have been enriched. At the same time, the extension of innovative consumption scenes such as parent-child Park, parent-child tourism and parent-child hotel has lengthened the life cycle of enterprise products and services and further improved the user stickiness and profit space.