Present situation of maternal and child industry in China

In terms of sales channels, at present, the comprehensive mother-infant e-commerce platform has become the most important shopping channel for consumers; Offline maternal and child channels still have strong vitality, and offline stores such as maternal and child specialty stores and large supermarkets are also the main channels for consumers to shop.

offline brand competition pattern: the strength of major offline maternal and child brands is still strong

from the perspective of major offline maternal and child brands in China, there are differences in business positioning, development model, resource control and business areas among the retailers of maternal and child products in the market.

There are more than 1,6 direct stores and franchisees in Baby Friendly Island, mainly in South China and East China. There are 434 direct stores in king of the children, mainly in second-and third-tier cities, and most of them are located in Jiangsu, Shanghai, Anhui, Zhejiang and Chongqing. Baby-friendly rooms are located in the middle and high-end market, with 282 stores nationwide, mostly located in East China, occupying the markets of Zhejiang, Shanghai, Fujian and Jiangsu. In terms of average store area, the average single store area in king of the children reached 2,5 square meters, and the largest single store area exceeded 7, square meters, far exceeding other retailers.

online brand competition pattern: the comprehensive maternal and child e-commerce market is more competitive than the vertical maternal and child e-commerce brands

-the overall competition of maternal and child e-commerce brands

On the whole, China's comprehensive maternal and child e-commerce has strong competitive advantages in brand awareness and market scale. In addition, the downstream logistics/warehousing of the comprehensive maternal and child e-commerce layout is relatively perfect, forming industry barriers to a certain extent and occupying considerable advantages. Waist enterprises are vertical maternal and child e-commerce platforms, advocating refined management and focusing on maternal and child sectors. However, due to insufficient funds to improve the industrial chain, the overall scale growth is relatively weak.

—— Comprehensive maternal and child e-commerce competition

The number of active users of comprehensive maternal and child e-commerce in 22 was the largest, reaching 779 million; JD.COM is 472 million, which is 37 million different from Taobao Tmall platform. Vipshop will be 84 million, which has not yet reached 1 million. Generally speaking, in 22, Taobao Tmall, a subsidiary of Alibaba Group, still has the largest number of active users in domestic comprehensive maternal and child e-commerce.

—— Competition of vertical mother-infant e-commerce

The traffic of vertical mother-infant e-commerce is relatively small compared with that of comprehensive mother-infant e-commerce. Beibei and Honey Bud have a scale of over one million, and the scale of active users in king of the children is between 5-1 million.

Analysis of market concentration: the market concentration of infant milk powder is relatively high

From the main sub-categories of China's maternal and infant market, the siphon effect of the head brand of infant milk powder is significant and more concentrated; The baby care market with more refined demand is scattered and the competition is fierce, and there is no leading brand yet.

in the first half of p>221, in terms of sales market share, the CR1 of infant milk powder market reached 74%, the CR1 of infant diaper market reached 57%, and the CR1 of infant care market reached 3%.

note: the outer ring is the data of the first half of 221, and the inner pie chart is the data of the first half of 22.

Generally speaking, in terms of channels, the competition between offline maternal and child enterprises in China is still fierce, and the market competitiveness of maternal and child e-commerce enterprises is gradually improving, and they gradually seize market share. At the same time, the competitive strength of comprehensive e-commerce companies such as Ali and Tmall is stronger than that of vertical e-commerce brands such as Beibei and king of the children. From the perspective of market segments, the concentration of infant milk powder market is high, while the market of refined products such as infant care is scattered, and the market concentration is declining year by year.

—— For more industry-related data, please refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Maternal and Child Industry by Forward-looking Industry Research Institute.