Source: Financial community
On January 6, Jingdong and Beijing News released the "2021 Children's Commodity Trend Report". The report shows that the parents of the post-90s have become the main group of maternal and infant consumption, the payment of maternal and infant knowledge has become a new trend, and domestic products have increasingly become the first choice of post-90s parents.
The post-90s generation has entered the peak of fertility, and unlike the traditional doting of elders, the post-90s generation emphasizes "their own territory is their own decision" and "their own cubs are brought by themselves". According to the "2021 China Maternal and Infant Market Consumption Trend Research Report" released by iResearch Consulting, the most important divergence points in the parenting of the next generation are mainly focused on the three major issues of "what the child eats at this stage", "the child's education problem", and "what the child wears at this stage", and nearly half of the parents choose to listen to experts when facing the difference.
At the same time, in order to obtain scientific parenting knowledge, according to the "Lilac Mother", 63% of mothers have purchased paid maternal and infant knowledge courses, most of which cost less than 1,000 yuan, and 13% of them invest more than 5,000 yuan.
Post-90s parents with babies emphasize natural nutrition. According to the "2020 China Milk Powder Data Report", 90% of mothers pay more attention to nutritional formulas when selecting children's growth milk powder, hoping to help their babies develop in all aspects of immunity and body, eye and brain development.
In terms of children's toiletries, Bao Mom and Dad also put forward higher requirements for product efficacy and ingredients. Whether the product is added to colorants, flavors, tear-free formulas, etc., has become the most concerned issue for parents after 90.
In the choice of condiments and complementary foods, parents also have multiple considerations for nutritional components, and children's condiments with low salt, the addition of various trace elements, and the protection of the gastrointestinal tract have become their favorite. According to the sales data of Jingdong Supermarket, the growth rate of children's grain and oil condiments will reach 90% in 2021, and the sales scale of children's food in 2021 will increase by 100% year-on-year.
At the same time, the appearance value has also become a purchasing factor for young parents. According to the report released by iResearch Consulting, 82% of users are willing to pay for IP co-branded maternal and infant products, hoping to dress up the baby with personalized design elements. In March 2021, the Babycare IP customized royal wooden sandpick diaper, which was launched on JD.com, had sales of up to 5 million on the day of launch.
In the 2021 annual children's product rankings launched by Jingdong, a number of domestic brands have been recognized by maternal and infant consumers, Junlebao children's formula milk powder has won the crown of milk powder category, and DaiKesi children's cream and deer blue cod intestines have also ranked first in various sub-categories. The list is comprehensively selected according to the annual sales, search volume and other indicators, among the 7 selected brands, local brands occupy 6 seats, which shows the parents of the post-90s generation of love for domestic products.
Post-90s parents' consumer demand for maternal and infant products is becoming increasingly diversified, and picking ingredients, heavy nutrition, and looking at the appearance value have become a new trend in the purchase of bao moms and dads. Jiang Longwu, general manager of the maternal and infant procurement and marketing department of the omni-channel business group of Jingdong Retail Group, said: "As the largest increment field for maternal and infant brands and new products, Jingdong Supermarket insists on providing consumers with the most needed and recognized products, so that the new generation of parents can easily buy more complete and better maternal and infant products. ”
During this year's Jingdong New Year Festival, as the industry's leading omni-channel supermarket, Jingdong Supermarket not only pushes trending goods and new products, but also the largest incremental field for major brands. At that time, there will not only be the second 0 yuan of some goods in all categories, but also the 299 yuan-30 yuan, 499 yuan-50 yuan, 999-100 yuan New Year goods promotion coupons will be issued on the day of the main promotion day of Jingdong Supermarket from January 20 to 23. Family and friendship are all condensed into "a box of New Year's flavor", and the "end box sweep new year goods" in Jingdong Supermarket.