So under this, what should the business of mother and baby bulky products be done? And how can we outwit the new generation of families? I have asked Ms. Liu Guoyuan, President of Philips Avent Safe Travel China, to elaborate on us one by one:
01
The maternal and infant bulky market such as strollers, car seats and other travel products accounted for less than 1% of the industry, especially offline large-scale sales are basically pressed in the hands of dealers, go one piece to count one. However, in recent years, the size of the child safety seat market has continued to grow, from 5.1 billion in 2020 to 8 billion in 2021, and in the next 5-10 years, China's child safety seat industry will usher in 10-20 times growth, which we see new business opportunities behind it.
02
With the post-90s and post-00s people growing up to be fathers and mothers, the maternal and infant industry has ushered in a new concept of consumption, and if you want to leverage their new consumption power and get rid of the dilemma of the offline real economy, you need to first integrate into their circle. Now the consumption habits and purchase mentality of young people, such as strollers, child safety seats and other maternal and infant large pieces, they pay the most attention to nothing more than big brands, high quality, new trends of Internet celebrities, and service-oriented points.
03
The market demand for child safety seats depends on many factors such as car ownership, birth rate, number of individual children of all ages, stock market and incremental market, utilization rate and many other factors. With the support of national policies and regulations, the provision of child safety seats for minors is "legal", making it easier for the younger generation of parents to pay for "safety", which will also accelerate the comprehensive upgrading of the child safety seat market, the market scale will expand rapidly, and will also give birth to a number of child safety seat brands with strong market influence and international competitiveness.
At the same time, almost every young parenting family has 1 scooter, the continuous growth of car ownership, will drive the growth of demand for child safety seat products, coupled with the Z generation parents have a stronger concept of safety, higher quality needs, more love for big brands, and like multi-platform price comparison, online selection + offline decision-making orders, then the online traffic will be diverted to the store, deep sinking, direct contact with users will become an opportunity point.
05
Car seats are a special category, and must be based on the "mid-to-high-end" positioning, because the primary view of consumers' cognition of the brand is safety. You may think that consumption upgrades only occur in first- and second-tier cities, in fact, the consumption level of young parents in third- and fourth-tier cities is growing (Jingdong supermarket data shows that among buyers who have purchased car seats in 2020, the proportion of people in first- and third-tier cities is almost flat, and the proportion of third- and fourth-tier cities is 31%), which is also the source of market opportunities for big brands to sink. In particular, some areas are growing more rapidly, and the consumption potential should not be underestimated.
06
Now the offline market with the advantage of "experience + service" still dominates, and the new retail maternal and infant physical stores pay more attention to the user experience, the operation and management are more refined, and they are labeled as "imported", "quality", "small and beautiful" and so on, which is also a big advantage that the online market does not have.