"Fine Feeding" Becomes New Baby Mom's New Trend, Children's Skincare Achieves Super Growth of Nearly 30 Times

"The post-90s are no longer young!"

"After 2021, everyone born in 90 will be 31 years old."

Recently, while browsing a posting bar, I found a hot topic - the post-90s are catching up towards the age of no confusion. The moment was scared of a shiver, in the maternal and child consumer market after 90 has been defined as the consumer group iteration of the dividing line, they grew up in the era of rapid development of the Internet, for the ability to grasp new things, the ability to tolerate, the ability to accept are very perfect.

In recent years, the size of the mother and baby market has been growing steadily, and the consumer market size is expected to reach 3.2 trillion in 2020; the epidemic activated a smooth Internet mother and baby market, and the 2020Q1 quarterly active achieved high growth, an increase of 35.7%, and the monthly activity grew to 646 million.

During the epidemic, online maternal and child services continued to deepen, user stickiness increased significantly, the average daily use time of 48 minutes. Mother and baby users App use more high-frequency, the average daily frequency of use in 4.6 times. After the epidemic, the user's demand for news and information information released by professional authoritative organizations, young children's game videos, and professional early childhood education courses grew.

Post-90s and post-95s advanced to become the mainstream users of mother and baby platforms, accounting for more than 65%. In addition to obtaining mother and baby information, socializing and shopping are also important user needs for mother and baby platforms. The average mother and baby user uses 3.2 media forms to get mother and baby information, and the penetration rate of short video form reaches 74%, and the live broadcast form covers 44% of users.

Nowadays, the post-90s have entered the main group of marriage and childbearing, and they have different perspectives and feelings about maternal and child consumption!

In January, during a visit to the market, a reporter from Middle Childhood Media found that the structure of the new generation of mothers in the mother and baby store shopping options is gradually changing. In the past, mothers bought the main mother and child products are milk powder, diapers, now buy baby cream, toiletries accounted for a higher and higher proportion.

In the first commercial data Finance Center released the "2020 imported mother and baby consumption trend white paper" shows that in Tmall International baby toiletries sub-category consumption amount is growing at double the speed, it is worth noting that the growth rate of children's lotions, creams and hair conditioners is particularly prominent.

In fact, the main reason for this phenomenon is the change in buying groups, resulting in increased consumer demand.

Why?

In fact, we all know in the industry that the maternal and child industry is a "use people do not buy, buy people do not use" market. Babies are not involved in the decision-making process when it comes to what to use, so it's the mom who is the main consumer group that businesses face. Once in the Internet read a blogger to share the content, the main point is: after 90, 00 children, their exquisite you simply can not imagine.

Just as this new generation is growing up to become parents, the deep-seated sense of self in them, reinforcing individualism, will indeed be added to the children. For example, to pay attention to skin care, focus on personal image and so on. Therefore, we will find a significant increase in the supplies category compared to previous years.

As shown in the chart above, from the beginning of 2018 to 2020, Tmall International baby wash category consumption amount and customer unit price almost showed 3 times growth.

It can be seen that all-round care baby skincare products are very popular among mothers, and it is expected that growth may explode in the next 3-5 years.

Brand **** growth drive marketing model upgrades

The huge market potential of women's "self-consumption" consumption, but also for the growth of the mother and child industry to bring new highlights. The rise and popularity of domestic mother and baby brands and pan-mother and baby consumer products has given mother and baby brands a huge room for growth.

Although the traditional beauty market competition is getting hotter and hotter, but the mother and baby users as a still unsatisfied and huge demand for groups, is becoming the eyes of the beauty manufacturers "meat and potatoes", but also opened up the beauty of the skincare track of the new blue ocean, around the whole pregnancy stage of the skincare and beauty products also continue to push the new.

In addition to beauty and skincare, mother and baby users' demand for their baby's dress is also manifested in their own baby's dress. According to the Baby Tree "China's new generation of mothers mother and baby market trends insight" report shows that about half of the mothers "like personalized product design, so that my baby appears to be different. It can be seen that today's moms are not only satisfied with the sunshine, but also pay more attention to the baby to show their own fashion concepts and wearing experience.

"Pleasure yourself" more "love yourself" Care for women's mental health

It is worth noting that nowadays, "her economy" is not only a simple, but also a very important part of the economy.

According to the platform's data, companionship, health, and skincare have become the core keywords of the mother and child crowd, and the click rate of early education and parent-child interaction content on the website has increased significantly. The change in the core keywords, the mother group is more concerned about the psychological and physical experience, as well as for early education and parent-child relationship focus.

With the upgrading of consumption, the rising cost of childcare, and the release of the "comprehensive two-child" policy, the size of the mother and baby market has shown a steady expansion. According to CBNData's report, the mother and baby market is expected to reach 5.05 trillion in 2023. With the decline in the birth rate, in the next five years, children aged 7-12 years old may become the new driving force of maternal and child market demand. Among them, the rapid development of online integrated e-commerce platform into the mother and baby industry development of the main driving force.

As young people enter society, they show higher spending power and more diversified consumption characteristics. CBNData's report shows that the 90 and 95-year-olds account for half of the consumption of mother and baby categories, and the number continues to increase.

The new generation of parents for the baby consumption is not soft, in the mother and baby consumption, the customer unit price is much higher than the 90-year-old crowd, showing a good consumption potential, the mother and baby industry can become the next wind mouth, we wait and see!

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