In recent years, affected by multiple factors such as the decrease in the number of people of childbearing age, the change of fertility concepts, and the postponement of the age of marriage and childbearing, the number of newborns in China has fallen off a cliff, and the population growth in many provinces has been negative. According to the National Bureau of Statistics, China's birth rate has continued to decline since 2017, and the number of births in 2022 will be 9.56 million, the first time since 1950 that it will be below 10 million, and the number of births is expected to be 7 million to 8 million in 2023.
However, with the continuous adjustment of the birth policy, the proportion of multi-child families and middle-aged children in China has increased, which has also injected new demand and vitality into the development of the maternal and infant market. At the same time, the innovation of young parents' parenting concepts and consumption concepts, mainly after 90s and 95s, has accelerated the development of the maternal and infant market in a more diversified, segmented and scientific direction. When the core group of a new round of maternal and infant consumption has gradually taken shape, how to impress the new generation of mothers with maternal and infant products has become the key point of customs clearance for major brands.
1. China's maternal and infant market: demand has been upgraded and the scale has expanded
China's maternal and infant market has developed from the 90s of the last century to the present, from the beginning of almost only milk powder and diapers two categories to expand to hundreds of subcategories today, behind the boundary of infant and child consumption demand has been continuously broadened and reconstructed.
The concept of parenting has also experienced traditional parenting, spoiled parenting, and scientific parenting, and has now evolved into refined parentingAt the same time, the mother's attention to herself has been greatly improved, and the father is also more involved in the growth and life of his children.
The upgrading of consumer subjects and the change of parenting concepts will directly affect the infant consumer goods industryThe new generation of parents of the "post-90s" generation pay more attention to the safety and quality of infant consumer goods. In addition, China's special "inverted pyramid" family structure also determines that the two generations of parents and grandparents pay more attention to the third generation. The change of parenting concept and the upgrading of consumption mode will bring long-term driving force to the growth of the infant consumer goods market. According to data from the Maternal and Child Research Institute, from 2020 to 2022, the year-on-year growth rate of China's maternal and infant market is % and 9%, respectively, and the market size is expected to exceed 5 trillion yuan in 2023.
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Second, the new generation of parents: quality consumption, diversified development
The maternal and infant industry has accelerated into the era of quality consumption, and the innovation of young parents' parenting concepts and consumption concepts based on the post-90s and post-95s has accelerated the development of the maternal and infant market in a more diversified, segmented and scientific direction.
The "2023 China New Maternal and Infant Population Research Report" released by Giant Engine divides the new maternal and infant population into 10 categories, such as "enlightened educators", "interest enlighteners", "scientific planners", "self-pleasing and balanced", and "Buddhist free-range schools" according to the degree of consumption rationality and the amount of maternal and infant product consumption. The slight differences between the factions prove that the new generation of parents are more assertive in their parenting concepts than the pure "free-range" of their parents. On the other hand, there is little difference in the overall childcare expenditure between the various factions, with the lowest annual expenditure of "Qiming Educator" being nearly 9,000 yuan, and the highest annual expenditure of "all-round educator" being only about 12,000 yuan.
Douyin e-commerce data shows that the baby market occupies 95% of the market share of the maternal and infant industry, and the year-on-year growth rate of the maternal market is higher than that of the infant market, reaching 86%. Clothing and apparel is the core demand of maternal and infant consumers, and the core driving force of the industry.
In the era of high interconnection, the new generation of parents are willing to share products and exchange experiences on the Internet**, and the desire of female users to communicate on the Internet is significantly higher than that of male users.
With the optimization of consumption structure and the emergence of many emerging consumption scenarios, the new generation of parents, as the most energetic, promising and highly individual group in society, the huge consumption potential shown by the young consumers they represent is bringing greater imagination to the maternal and infant market.
3. How to achieve consumption rejuvenation?
In the current uncertain environment, how to revitalize consumption and transform from an uncertain state to certain growth is a problem that every enterprise is thinking about. The number 100 proposes three strategies for definitive growth: link depth, brand validity, and speed of innovationto help companies find certainty in uncertainty and achieve sustainable growth.
1. One of the deterministic growth: user link depth
Deep linking users is no longer at the level of brand recognition and trying to use, but also to create a new journey experience, establish user relationship and fission. User experience is becoming a winning tool for building deep links with users, and it is also a new driver of enterprise growth.
Enterprises are customer-centric, strengthen the emotional connection with the brand through multi-dimensional marketing strategies, and use content as a powerful glue to arouse users' interest in the brand. Link target users to private domain communities for refined operation and management. In addition, the product explosion point and the user's itch point are deeply combined to stimulate the user's desire to buy, and finally realize the user's conversion.
Business Needs:We need to move from pure sales growth to consumer membership growth. This means that you need to achieve steady sales growth by providing quality products and services that attract and retain consumers and make them members of the business.
Product Implementation:Through the Digital 100 Experience Treasure CEMpro tool, enterprises can gain insight into user needs throughout the journey, improve consumers' shopping experience, achieve repeat purchases, and tap the stock market.
2. Deterministic growth two: brand validity
Through unique experiences, content is used as the carrier to form brand validity, build a favorite brand, and achieve growth.
Maternal and infant enterprises can gain user recognition by implementing the fit between brand value and user needs, and taking the empathetic parenting mentality as a starting pointWith professional hard-core quality as a springboard, visualize the experimental process to enhance brand trust;Cross-border co-branding cooperation, deeply interpreting brand value and promoting growth.
Business Needs:Enterprises need to enhance brand awareness, ensure brand health, and make the brand the first choice of consumers. This means that companies need to increase brand awareness and reputation through various marketing activities.
Product Implementation:Digital 100 can help enterprises empower brands through agile insights and enhance brand competitiveness.
3. Deterministic growth three: innovation speed
The rapid iteration of new products and marketing discovers, touches, stimulates customer needs, and achieves growth.
After the epidemic, consumption has returned to rationality, and gold, silver, jewelry, and sports and entertainment products have grown rapidly. Quality consumption is gaining momentum, and consumers are willing to pay a premium for higher quality. The maternal and infant market has also begun to "roll" up, and product innovation is only fast and not broken.
Business Needs:Enterprises need to ensure that new products account for more than 30% of annual sales, and only by meeting the changing needs of consumers can they keep up with the pace of the market and not be eliminated. This means that companies need to continuously innovate their products to meet the needs of consumers.
Product Implementation:Digital 100 can quickly transform consumer needs into products and achieve rapid iteration of products through a series of research models from ideas to products with agile insights.
In the current market environment, the traditional business model can no longer meet the needs of enterprise development. The profit of the enterprise does not necessarily come from revenue growth, but it must come from the crowd to focus on the operation, and the brand must create differentiated value. Therefore,Whether it's a mother and baby brand or other fields, it should be customer-centricto achieve digital intelligence-driven user experience optimization and product experience optimization, and then realize digital transformation.