Text | Zhongtong Media reporter Mu Feng
In 2021, the birth population was 10.62 million, and the population birth rate was 7.52 ‰, which further declined (the birth rate in 2020 was 8.52 ‰), which was ambiguous with the natural growth rate of the population and held the critical line of "negative growth".
Official data brush screen, many industry people have a lot of criticism of this number, in the recent visit, but also can deeply feel the anxiety of store owners from different regions.
"It feels like the actual situation is even more tragic than that number."
In particular, some township stores have appeared hollowed out and aging, and mother and baby stores are difficult to sustain. Official figures also confirm this, with a permanent population of 914.25 million in cities and towns, an increase of 12.05 million over the end of the previous year; and a decrease of 11.57 million in rural areas of 498.35 million. The trend of rural population migration to cities and towns is obvious, and the elimination of mother and baby shops at the township level has intensified.
The number of newborns, demographic dividend, it is difficult to be the cornerstone of the survival of mother and baby stores, many mother and baby stores are doing transformation, extension, and other ways, one is to dig deep into infants and young children, category extension, and the other is to explore the consumer population space in addition to infants and young children.
Therefore, in the market, we will see mother and baby people trying in 3 directions, and there is good progress.
First, pay attention to nutrition.
On the one hand, under the trend of "intensive breeding with fewer children", the new generation of mothers have greater demand for the overall balance of baby nutrition, the market base of basic nutrients is expanding, and the penetration rate is improving;
On the other hand, the proportion of allergic children is increasing, congenital genetic factors dominate, many newborn babies are born with allergies, and it is difficult for hospitals to achieve fine, in-depth nutritional guidance and intervention, at this time, some professional mothers and babies assume the responsibility of providing real-time, scientific nutrition guidance for mothers.
"Compared with milk powder, the profit of nutritional products is still considerable, and we will definitely pay attention to it next." Some mother and baby shop owners said. At present, the proportion of nutrition products in mother and baby stores is also increasing, and some stores can achieve 30%, 50%, or even higher.
Second, dig into the "two ends" and the whole family.
The infant and young child section is greatly valued in the mother and baby shop, ignoring the "mother" section and the children's section. Now many mother and baby stores will find ways to extend to the "two ends", the front is the service and nutrition guidance of pregnant mothers, pregnant women, and expectant mothers, and then the market mining of postpartum beauty mothers and children.
Such as pregnant women's yoga, postpartum repair, beauty and beauty, etc., are all projects that leverage the demand points of the new generation of Aimei Bao moms; such as children's powder, children's nutrition products, and the extension of family nutrition, all help to tap the old member market.
Third, transform into a middle-aged and elderly market.
From the perspective of age composition, the working-age population aged 16-59 is 882.22 million, accounting for 62.5% of the national population; the population aged 60 and above is 267.36 million, accounting for 18.9% of the national population, of which 200.56 million are 65 years old and above, accounting for 14.2% of the national population.
The proportion of the elderly is rising, the silver economy will be the next incremental dividend market, many mothers and babies use the resource advantages at hand to do transformation, in Zhejiang, Jiangsu, Fujian, Anhui and other markets, there have been a part of the mother and baby people began to do middle-aged and elderly business, cultivate middle-aged and elderly food and supplies stores, community stores.
Some mothers and babies said that they are preparing for the relevant supply chain, "It is still a little early, and after retirement after 65, it is a good time to enter the market." ”
Click one to see, 2022 fortune