This year's "Double Eleven" shopping festival has come to an end, from the major e-commerce platforms public consumption data, although everyone is complaining about the routine has become more, shopping enthusiasm has increased. Follow-up related topics such as double eleven unboxing, red and black lists, and sharing shopping tips have also remained hot.
Recently, Meiyu, a female life service provider, released the "Double Eleven Mothers Consumption Insight Report" (hereinafter referred to as the "Report"), which conducted a multi-dimensional analysis of the consumption behavior, category preferences, and purchase intentions of the mother group in the Grapefruit station during the Double Eleven period through user questionnaire surveys. The report shows that after 13 consecutive years of cultivation of consumption habits, most mothers have become deep participants in the "Double Eleven" shopping festival, and nearly 50% of mothers spend more than 1,000 yuan during the Double Eleven period. According to the change of mother's identity, age, and specific categories under family, baby, and personal products, there are different consumer trends.
In addition, with the landing of the three-child policy, whether there are obvious preferences and changing trends in consumption among three-child mothers (including those who are in the stage of pregnancy) is also the focus of this grapefruit survey.
The consumption level of three-child mothers and working mothers is higher
It is reported that the mothers who participated in the questionnaire survey are mainly post-90s and post-95s, accounting for more than 70%, and the vast majority are still in the stage of one and two children. The age group of three-child mothers is concentrated in 30-40 years old, and the sample size is small. This is also in line with the true age distribution level and pattern of the mother group.
In terms of overall consumption, the consumption level of three-child mothers is higher than that of first/second-child mothers. According to the report data, the proportion of three-child mothers in the consumption range of 1,000-6,000 yuan has reached 41.67%, and the proportion of large consumption (more than 20,000 yuan) is also significantly higher than that of first/ second-born mothers.
From the perspective of identity, the purchasing power of working mothers is stronger, and the proportion of double eleven consumption of more than 1,000 yuan is nearly 70%. The consumption of mothers of different ages is also more obvious, and the consumption level of mothers aged 26 and above is relatively higher.
It can be seen that the spending power of mothers is roughly related to their own or family economic strength.
Household goods account for the majority, and the more babies shop, the more rational they are
In addition to the characteristics of the population, the report also starts from the dimensions of household goods, baby products, personal products, etc., showing the consumption behavior and changing trends of the mother group.
Compared with baby supplies and personal items, mothers are more willing to spend money on household items during the Double Eleven period. Most mothers spend more than 1,000 yuan on household goods, and more than 50% of first- and second-born mothers spend more than 3,000 yuan. Specific to the subdivision categories, household appliances account for more of the mothers' budget, and the proportion of consumption of more than 1,000 yuan is significantly higher than that of other categories.
It is worth noting that in terms of baby supplies, there is a consumption trend of "the more babies the more money".
With the increase in the number of babies, mothers will be more rational when buying baby supplies, 50% of three-child mothers double eleven to buy baby supplies consumption amount within 500 yuan, low consumption accounted for significantly higher than the first / second child mothers.
There are differences in the consumption preferences of mothers with one/two/three children
Previously, the "Second-Child Mother Population Behavior and Consumption Insight Trend Report" released by Grapefruit pointed out that when purchasing maternal and infant products, second-born mothers are less likely to step on the thunder than first-born mothers.
Compared with many first-born mothers who "don't know what to buy", second- and third-born mothers continue to accumulate experience in the process of having multiple children, and will pay more attention to planning and target the products they just need.
The data shows that compared with other baby products, three-child mothers pay more attention to breastfeeding. During the Double Eleven period, nearly 30% of three-child mothers spent more than 1,000 yuan on feeding and feeding. Interest in children's clothing and children's shoes, washing and cleaning and toy early education is weak, and consumption is mainly concentrated below 300 yuan.
In addition, the new generation of mothers is also more willing to invest in themselves and spend money on themselves to "please themselves" consumption. In terms of personal supplies, mothers are more willing to spend money on clothing, shoes and hats, and more than 80% of the consumption amount will be more than 500 yuan.
When it comes to specific categories of large-scale consumption (more than 5,000 yuan), mothers have also shown different preferences. Compared with the clothing shoes and hats preferred by first- and second-child mothers, 12.5% of three-child mothers spent more than 5,000 yuan on beauty and skin care. This means that at least 1 in 10 three-child mothers will "spend a lot of money" on beauty and skin care.
The difference in consumer preferences shows that in addition to the identity label of "mother", female consumers have a variety of consumer needs. They know how to enjoy life and treat themselves well, which reflects the improvement of women's social status and the progress of the whole society.
In the future, the consumer market for a new generation of mothers will also change with their parenting methods and consumption concepts, ushering in new development opportunities.