Buying expensive is not the same as buying right
Novice parents fall into the trap of "sky-high" maternal and infant consumption
The price of two feeding bottles is more than 800 yuan, the price of a complementary food spoon that shows the temperature is more than 100 yuan, and the baby stroller even soars to tens of thousands of yuan ......Recently, the topic of "maternal and infant product consumption trap" has rushed to the hot search, and many consumers have reported that as long as many goods are labeled as "maternal and infant", the price will double.
Why are new parents always easily handled by merchants?What kind of parenting and consumption outlook should parents establish?The reporter of "Xinhua Health" of the "Economic Information Daily" launched an investigation on this.
New parents are "harvested".
Pre-step shoes, pre-school shoes, toddler shoes, functional shoes, key shoes, steady shoes, ......Open the shopping**, looking at a variety of "new products", Shanxi Datong's "Bao Ma" Zhang Meng felt at a loss. "Every time, I have to check it on social platforms, and I have to research for several days to buy a pair of shoes. ”
At the same time, the expensive maternal and infant products also make Zhang Meng often fall into anxiety, "The baby's feet grow quickly, but the average brand of toddler shoes on the market is about 200 yuan, and some brands even sell it for about 500 yuan. ”
At present, maternal and infant products are under the banner of specialization and refinement, so that novice parents will be "harvested" by various new concepts if they are not careful.
Tianjin's "post-90s mother" Li Rui's baby has just turned 1 and a half years old, and the home is full of children's various daily necessities.
Li Rui showed reporters that there are seven or eight children's food spoons alone, one of which is equipped with a temperature display screen The price of the spoon is more than 100 yuan.
Buy it back and use it twice and it will be idle, the electronic screen will attract the baby's attention, and the baby will always keep scrambling for the spoon;There is also a spoon that can sense the temperature to change color, and before the spoon can change color, the rice is already cold. Li Rui said helplessly, "In fact, the most frequent use every day is two ordinary silicone spoons of more than ten yuan, maternal and infant products 'involution' is serious, and some so-called improvements, whether practical or not, are ultimately paid by consumers." ”
In addition, some ordinary goods are labeled with the "gold label" of "mother and baby", and * will also be doubled. In 2022, the Shanghai Municipal Consumer Protection Commission compared baby drinking water with ordinary drinking water, pointing out that there is no essential difference between the two, and the state has not formulated a unified standard for baby water. But until today, when you open shopping**, you can still see baby water launched by various brands, and the price of baby drinking water of a certain brand is even nearly 5 times different from that of ordinary drinking water.
Merchants build marketing "information cocoons".
According to the data in the "In-depth Report on the Maternal and Child Household Appliance Industry: The Beginning of the Beginning, Embracing the New Trend of Parenting" released by the Insight Research Report and the Minsheng ** Research Institute in August this year, the monthly expenditure on maternal and infant products of the "post-95" parents has reached 30% of the monthly family income. Nowadays, with the rapid flow of information and the richer and more diverse maternal and infant products and brands, why are novice parents easily grasped by businesses?
Lack of experience, mistaking "expensive" for "right". Faced with the mountain of baby products at home, Li Rui, who became a mother for the first time, said, "This is the result of our continuous trial and error." As parents, we hope to give the best to our children, but in the actual use process, we find that some products are really not suitable, so we can only keep changing and trying them. ”
Due to the particularity of the user group of maternal and infant products, consumers generally have higher requirements for such products. Many parents are new parents, have no experience, and belong to absolute non-expert procurement. In the case that parents cannot intuitively distinguish the quality of goods, this explicit scale is often used to measure the quality of goods. Yang Qiang, deputy dean of the School of Management of Tianjin University of Technology, said, "Some parents 'only buy the expensive ones, not the right ones', because they don't know which ones are 'right'. ”
Rescue social ** and fall into the "information cocoon" of merchant marketing. The reporter learned that in the case of "high standards" and "zero experience", many parents take social ** as an "encyclopedia" of parenting, and many parents will check the use of well-known maternal and infant bloggers on social networks for the first time when buying baby products, and then refer to the comparison of various brands**, which seems to have done enough strategies, but in fact, they still fell into the "information cocoon" built by the business for them.
A practitioner in the maternal and infant industry told reporters that maternal and infant bloggers on social networks are the focus of many maternal and infant brand advertising, and many maternal and infant bloggers claim that "self-use" and "easy-to-use" products are actually just advertisements.
The online environment conveys the notion of unhealthy parenting. Some of the contents such as "exquisite parenting" and "rich parenting" that are prevalent on the Internet also convey unhealthy parenting concepts. "Under the rendering of social networks, it seems that when you buy things for your children, you must buy expensive ones, overemphasizing material wealth, and the ** of goods is equated with the love of parents. Beijing's "Bao Ma" Pan Li said.
Pan Li showed the reporter a stroller guide on a social network, which compared different brands of strollers to different brands of cars. "Although I usually drive an economical car, I can spend more than 10,000 yuan to let my child drive a 'top sports car', as a parent, it is easy to be affected by such content when consuming. ”
We all call children 'gold-swallowing beasts', and there are also many parents on social ** who post more than 100,000 yuan a year to raise a baby, inexperienced mothers will see such content and take it for granted that raising a baby must be high consumption, as if they will be ashamed of their children if they don't spend so much money, but in fact, after raising children for a long time, they will find that the expenditure of raising a baby is not as exaggerated as rendered on the Internet. Qi Weiwen, the second-child "mother" who lives in Tianjin, said.
The maternal and infant consumer market urgently needs to develop healthily
In view of the serious premium of the maternal and infant market, bad marketing, and the prevalence of consumerism, experts said that creating a healthy maternal and infant consumer market still requires the efforts of parents, businesses and regulatory authorities.
Parents should establish a correct outlook on consumption and parenting. Yang Qiang suggested that parents should understand the core information of the product in advance, under the premise of meeting the national quality requirements, the quality difference of most mature maternal and infant products may not be obvious, do not blindly worship famous brands, international brands and the best position, rational choice.
Some maternal and infant products have high material costs and strict production specifications, and it is understandable that the products are a little expensive. Zhang Baoyi, president of the Tianjin Sociological Society, said that some parents have strict control over product quality, safety and hygiene, but in many cases, parents' requirements for maternal and infant products are not based on scientific judgment, and parents should change their mentality and purchase goods from a safe and practical point of view.
In the face of the maternal and infant products market that is gradually moving towards "high luxury consumption", experts suggest that the maternal and infant industry should strengthen industry self-discipline, strictly prohibit false propaganda and exaggerated publicity, and businesses should start from the real needs of consumers to improve product quality and form healthy competition.
Recently, the market supervision department of Heilongjiang Province has carried out the "one enterprise and one policy" quality improvement and assistance activities on the raw materials and production process risks of infant formula milk powder production enterprises, and many places in Sichuan have strengthened supervision and inspection of maternal and infant products stores to promote the standardization and safe development of the maternal and infant products market.
The regulatory authorities should continue to crack down on maternal and infant products that do not meet national standards, ensure the safety of maternal and infant products, and improve parents' trust in the maternal and infant market. Zhang Baoyi said. (Reporter Liu Yizhan).
*: Economic Information Daily).
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