Under the background of consumption upgrading and policy implementation, many industries have quietly undergone new changes, such as the maternal and infant industry. As the current mainstream consumer group, the post-90s and post-00s are well versed in the changes in consumption upgrading, and what role do they play in the maternal and infant consumption side? What new changes have been brought to the entire trillion-dollar mother and baby market by the implementation of birth policies and safeguard measures such as the three-child legislation? Under the market situation of low industry concentration, how can cutting-edge maternal and infant brands "go out of the circle"? It's worth exploring.
Recently, the National Bureau of Statistics released data that in 2021, China's birth population was 10.62 million, and the birth rate was reduced, but from the past ten years, the population of children aged 0-14 was more than 30 million more than in 2010, and the proportion of the birth population increased from about 30% in 2013 to about 43% in 2021. It is also bound to have a huge impact on future population growth. According to enterprise investigation data, as of February 10, 2022, there are more than 4.06 million "maternal and infant child care" related enterprises in the mainland, and from 2019 to 2021, the compound growth rate of newly registered enterprises in 3 years has reached 36%, especially after the "three-child" legislation, in 2021 alone, maternal and infant-related enterprises have increased by 1656154, which is nearly twice that of 2020, and the number has exploded in the past three years, indicating that the maternal and infant industry has entered an explosive period.
From the perspective of regional distribution of enterprises, Shaanxi Province ranks first, with more than 480,000 related enterprises, followed by Zhejiang, Shandong, Fujian, Jiangsu, Henan, etc., with more than 200,000 maternal and infant enterprises. The stores of the national chain of maternal and infant brands such as Child King, Leyou, Lijia Baby, Baby Love Room, and Baby Love Island are all concentrated in these provinces.
Affected by the three-child policy, the investment and financing of the maternal and infant industry in 2021, especially the maternal and infant e-commerce brand, is particularly eye-catching, with a total of more than 1.6 billion yuan, and the financing amount is at the level of tens of millions of yuan, as high as hundreds of millions, such as Babycare announced in February last year that it obtained 700 million yuan of B round financing.
As the world's largest market for pregnant babies and children, the capitalization of maternal and infant brands has long been realized.
The baby-friendly room, which was first listed on the A-share market, benefited from the rapid development of the e-commerce wave, is the "dark horse" of the mother and baby chain that mainly operates directly, and there are currently more than 500 offline stores. Immediately after that, in October last year, the child Wang, who was delisted from the New Third Board, sprinted to A shares and successfully listed, with a total market value of more than 25 billion yuan, becoming the highest valued mother and baby brand offline, once overshadowing the "first share of maternal and infant retail" baby-friendly room, developing more than 500 offline stores, and rapidly growing into a domestic mother and baby service leader.
Source: Child King's official website
However, although the market size of China's maternal and infant industry is huge, the distribution is relatively scattered, and the market share of the top five companies has not exceeded 1%. With the upgrading of consumption, market concentration is expected to continue to increase. In addition to the baby-friendly room and the child king, with the further development of the trillion-dollar mother and baby market, there will be more mother and baby chains going to the market in the future, perhaps the traditional big mother and baby of Leyou, or the rapid development of the cutting-edge mother and baby brand.
Post-90s and post-00s have become the mainstream early group of maternal and infant consumption, and health care products have become just needed Media Consulting Data show that the scale of China's maternal and infant market in 2020 is 4,085 billion yuan, and it is expected to exceed 7,600 billion yuan in 2024, and the maternal and infant industry has become an indispensable part of China's consumer market. Under the trillion market, from the perspective of consumption, maternal and infant consumption has undergone new changes: 1, post-90s, post-00s have become the mainstream of maternal and infant consumption Survey data show that the younger generation of Chinese women has gradually entered the age group of pregnancy and pregnancy, and among the pregnancy-ready groups, the post-90s (22-30 years old) group accounts for 52.9%, while the post-00s (under 22 years old) group accounts for 17.8%. That is to say, at this stage, the group of pregnant mothers has changed, mainly after 90, and gradually tilted to the post-00s, and the trend of rejuvenation of the maternal and infant groups is obvious, breaking the long-term dominance of parenting parents after 85. It is worth noting that the change in the group of pregnant mothers has brought about a change in the consumption demand of the whole family, not only the budget-conscious mothers, but also the fathers have a high interest in maternal and child care, baby and child products and snack supplements. According to youzan data, for the attention of mother and baby apps, male users accounted for only 18% in 2020, and this proportion has reached 30% in 2021. There is no doubt that the new generation of dads has a very high sense of identification and execution for scientific pregnancy and scientific parenting.
The number of post-90s maternal and infant groups continues to grow, parenting-age parents further move closer to young people under the age of 30, and their consumption concepts pay more attention to the added value of products such as experience and feeling, which will drive the mother and baby market to develop in the direction of high quality and refinement, and bring new growth points to the maternal and infant industry.
2. The consumption of early groups has increased, and health care products have become just needed ai media consultation data show that in 2021, 53% of China's maternal and infant groups will begin to contact maternal and infant information and related products from the pregnancy preparation period.
What is an early group?
It includes the mother group who are preparing for pregnancy, pregnancy and 0-1 years old, and the consumption of fetal care and self-care during pregnancy is of great concern to pregnant mothers. Under the prevalence of the concept of great health, pregnancy health care products, postpartum repair and pregnancy skin care makeup products have gradually become just needed products, and most of them can account for 10%-30% or even higher in the consumption expenditure of self-care products during pregnancy. It can be said that the consumption of the new surrogate mothers after 90 and 00 is very obvious, and "pleasing themselves" is becoming a large consumption in the maternal and infant industry. At present, China has entered the era of family experience consumption, family maternal and infant consumption or become a future trend, under the diversified needs of new maternal and infant consumer groups, the trillion maternal and infant market is ushering in a period of rising dividends.
Under the leadership of the traditional mother and baby leading child king and the mother and baby room, the mother and baby market are shifting from the incremental market to the stock market, especially the cutting-edge mother and baby brand, accelerating the sharing of soup from the segment. Infant food, supplies, toys and maternal skin care and other maternal and infant segments have become new consumption scenarios for brands to explore.
Under the consumption upgrade, chao moms and dads are more willing to refine breeding, raising and teaching, so the growth of subdivided categories is very rapid.
In order to solve the problem of professionalism, many mothers and fathers have turned to the gods of the Internet. In the top 20 hot search terms in the baby and baby industry in 2021, the baby food supplement is listed at a rate of more than 70%. Food supplement self-made strategies and brand evaluations have become the most popular maternal and infant notes and videos on social platforms such as Xiaohongshu, Douyin, and Kuaishou.
Such as Dr. Cheese, the main graded cheese products, from pregnant cheese, the baby's first bite of cheese to 1-3 years old body cheese, and then to good nutrition cheese, to provide "professional" this unique value anchor, the valuation reached 2 billion. Another example is DearMom and bebebus, which provide high-quality baby and child travel solutions for young Chinese families, such as strollers and cribs, and Bruker, which is committed to creating a "child building block expert", redefines the high standards of China's building block industry. In addition to baby and child products and services, postpartum mothers are also a group that needs special attention, "postpartum rehabilitation" has always been a hot search word on all kinds of mother and baby apps, although this industry is niche, it is just needed. For example, the blue ribbon of the head institution of maternity care is committed to postpartum repair, providing a 1330-day pregnancy care program for pregnant mothers. At present, Blue Ribbon has more than 1,000 stores across the country; the health of the milk uncle who focuses on breastfeeding is also deeply rooted in the field of mother and baby for 7 years, and has served more than 1 million postpartum mothers and precise people. brief summary:
If the post-00s are the "top students" under the consumption upgrade, then there is no doubt that the post-90s and post-95s are "middle-aged students", and the concepts and behaviors of pregnancy and child-rearing have long gone beyond the experience of parents, tending to be rational, pursuing experience and enjoyment.
In the maternal and infant market, consumption upgrading has surpassed the demographic dividend. In the era when the post-90s and post-00s have become the main force of maternal and infant consumption, the maternal and infant market is destined to have many new changes, and dividends will follow.