More than 100 million monthly searches for mothers and children
“From the perspective of research institutions, the mother and baby market in China exceeded 2 trillion in 2017, which is twice as large as the home appliance market. With the liberalization of China’s comprehensive two-child policy, it can be boldly predicted that by 2019 The overall market for this maternal and child market is expected to exceed 3 trillion, which is a very big market cake." A well-known e-commerce official in China pointed out.
So, who is driving the growth of the maternal and child market? Big data shows that the “post-85s†and “post-90s†new-generation hot moms have become the main force in maternal and child consumption. On average, they use the Baidu search engine every month to search for more than 100 million mother-child keywords. From the point of view of needs, the mother and the baby have multiple identities. They are not only shouldering the burden of feeding the baby, but also an important member of the family, which dominates the spending plan of all families. Under multiple identities, they have a lot of expenses. For example, as a newborn mother, she may have to think about the baby's food, clothing, food and shelter, and think about the baby's growth teaching. She chooses a baby bottle, which must consider the raw materials of the baby bottle. To think about the baby's growth cycle; as a professional woman in a new era, she has the need to maintain her image and defend her face value... The demand for the forest has resulted in a long life cycle and wide radiation industrial chain in the maternal and child industry.
New products are emerging
So, what are the main concerns of hot moms through search engines? The data shows that milk powder is their top concern, accounting for 27% of all searches, followed by baby clothes, children's wear, and nutritional products. In terms of regional distribution, users in Liaoning, Fujian, Guangdong, Henan, and Shandong ranked first in terms of search volume. Especially in the third- and fourth-tier markets such as Shangqiu in Henan and Linyi in Shandong, user demand has exploded. Therefore, for major e-commerce companies, the channel sinking and perfecting the layout of the third to sixth-tier markets is the future choice.
In addition to traditional consumer products, some new categories, such as maternity skin care products, child care, post-natal care and other services are also the potential of the hot mom market. According to well-known e-commerce data, breast pumps and pregnant women's skin care products have sprung up in various categories, sales have increased by nearly 50%, sales have nearly doubled, far higher than the industry average growth rate. From the data analysis, users in Beijing, Guangdong, and Zhejiang are most concerned about breastfeeding. Mothers in economically developed areas are mostly professional women, and breastfeeding has often resumed work. New generation mothers like new things and pursue self-worth. They value quality and value the consumer experience. Breast pump, Mummy bag, radiation suit and other products are frequently recommended by netizens in the mother and baby forums. Among them, the most mentioned products are “scientific, safe, comfortable and easy to useâ€, which proves that the product quality is excellent and functional. Completeness is still the focus of public attention, because these can bring them a better consumer experience and experience.
From just-in-demand consumption to enjoyment consumption
Then, compared with before, what are the characteristics of the new generation of maternal and child consumption? Wu Gaohan, a spokesperson for the China Consumer Rights Protection Law Research Institute, concluded: “The first change, the money in the pocket of the consumer is increasing, entering the development Consumption and enjoyment of consumption; the second change, consumers are getting smarter before buying, and it is increasingly difficult to make money using traditional advertising methods. The third change, after consumers buy, is getting more and more Picky. Fourth, consumers are choosing more and more commodity standards. These are new changes and new demands for maternal and child consumption."
The reporter learned in the interview that some young mothers are also discussing parenting: not only must consider the baby's food, clothing, housing, and care, but also consider the baby's growth education. In the choice of consumer goods, buying a cart not only needs to be shaded, but also has a sense of fashion; buying a bottle requires consideration of the material and the growth cycle of the baby... However, even if it is picky, the consumer will own the brand once purchased. Extremely high loyalty. This will force the maternal and child enterprises to diligently repair internal strengths, improve product quality, and thus improve consumer stickiness.
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