Source: Financial Sector News
As domestic brands are loved by more consumers, the new generation of parents are also paying more attention to maternal and infant domestic products. Jingdong Supermarket released the first mother and baby domestic goods gold list on March 18, relying on Jingdong's massive consumer orders, through the integration of commodity reputation, popularity index, sales data, growth rate, and brand power of the five major factors, selected milk powder supplements, diapers, feeding supplies, lathes four lists, 80 domestic products, Feihe, Yili, Babycare and other well-known domestic brands have been on the list, favored by consumers.
JD.com carried out cross-border marketing with "National Treasure"
In the field of maternal and infant consumption with safety and quality as the core, milk powder, infant food, feeding and washing products and other categories have shown a clear trend of national tide. At the same time, the younger generation of maternal and infant groups are more pursuing personalized "face value" products, and have a stronger willingness to purchase maternal and infant products that use IP images as design elements, and prefer domestic IP images. According to data previously released by iResearch, 71% of the families tend to buy domestic maternal and infant co-brand IP products.
Jingdong Supermarket and "National Treasure" IP to carry out cross-border cooperation. As a large-scale cultural exploration program, "National Treasures" is based on the treasure house resources of Chinese culture, constantly excavating and interpreting the stories and history behind cultural relics, setting off a wave of national style, especially loved by young people. The cooperation between Jingdong Mother and Baby and "National Treasure" is precisely to integrate the cultural value of national treasure cultural relics with the domestic goods of maternal and infant treasures and open a new way of playing the national tide.
During the event, the well-known "Sanxingdui Bronze Figure" image was selected as the main visual element, and the attention of the maternal and infant consumers was grasped by the domestic IP image, and six scenes such as bathing, sleeping at night, playing, eating, traveling, and pregnant mothers were created through the IP image, figuratively showing consumers the Jingdong maternal and infant treasure domestic products, providing solutions for different scenes for maternal and infant families, making childcare easier.
Yilisheng milk formula milk powder and other domestic organic, additive-free foods are popular
In terms of infant milk powder, Analysys data shows that the market share of domestic maternal and infant brands has increased significantly. From July 2020 to June 2021, the sales of infant formula top 10 manufacturers in China accounted for 50%, an increase of 27.9% year-on-year.
Judging from the list, Yilisheng milk formula milk powder, Feihe Scientific Ratio Baby Milk Powder, Junlebao Zhizhen Children's Milk Powder, etc. have become popular choices for parents.
In addition, people's understanding of infant and young child nutrition is increasing, and the concept of healthy life is gradually integrated into child-rearing and heating up. In terms of infant and young child food consumption, products with the keywords of "natural ingredients, additive-free, organic" have generally increased their attractiveness to consumers.
Judging from the gold list of domestic milk powder supplements created by Jingdong Supermarket, Akita full of organic germ rice, which is better chewed and swallowed by babies, native rice cakes of non-fried and simple ingredients, and deer blue baby snack cod intestines that do not add various colorants have been favored by consumers.
IP high value, technological innovation diapers have become the first choice of the new generation of parents
The new generation of parents represented by the post-90s and post-95s generation has gradually become the main force of the mainland parenting group, and they pay more attention to the new technologies and new materials of the products, and attach importance to providing a more comfortable wearing experience for the baby.
Babycare gentle pull-up pants with 0.1cm ultra-thin core support, Lu'an Shi Soft Night diapers with sleeping suspension leak-proof system, Anerle dry ultra-thin diapers that absorb the core and fit the curve of the baby's human body, and Chimo Royal to Soft Pull Pants with one-piece cut to reduce restraints Have also increased their attention to new materials and new technologies, and "ultra-thin, breathable, constant temperature, and no restraints" have become the keywords of the listed products.
While ensuring comfort, the new generation of parents is also concerned about the exquisite appearance. In the domestic diaper gold list released by Jingdong Supermarket this time, the pull-up pants jointly produced by Shuangran and Behance illustrators, and the constant temperature pull-up pants jointly produced by Biba Baby and Big Fish Begonia are favored by parents with "IP + appearance".
The trend of fine feeding and washing is obvious, and kangaroo mothers are favored
The new generation of parents has a higher demand for more "refined" efficacy in choosing feeding supplies. Bottles with anti-fall ability, temperature sensing function, 24-hour constant temperature regulator and other products emerge in an endless stream, with more refined functions to meet the individual feeding needs of the new generation of parents, at the same time, the mother's feelings have also received more attention.
According to the Jingdong Supermarket domestic feeding washing and maternity gold list display, Shixi wide caliber anti-fall bottle, small white bear constant temperature adjuster and other products, with unique appearance design and constant temperature function, can better solve the feeding problem and gain the favor of consumers. The new shell electric breast pump and the first pregnant mother care mat can provide more intimate care for the mother and win the love of the mother.
In the choice of washing and care products, red elephant enzyme laundry detergent, kangaroo mother moisturizing kit, Daikesi baby toothpaste and other more suitable for infants and young children on the list, reflecting the young parents for maternal and infant washing products ingredients and refinement of the strengthening of the needs.
Lightweight, stable, safe and comfortable into the lathe selection keywords
With the changing new needs of mother and baby families, baby lathe products are now more popular and diversified, better meeting the needs of consumers in different scenarios.
In the golden list of Jingdong supermarket national truck beds, lightweight and portable baby good foldable stroller, adjustable pedal gear good child light stroller, care for the baby's spine health can be compared to the electric children's rocking chair and so on are on the list. Overall, "lightweight, stable, safe and comfortable" has become the key word for consumers, and consumers have higher requirements for the convenience and comfort of strollers.
Jiang Longwu, general manager of the maternal and infant procurement and marketing department of the Jingdong Retail Supermarket Omni-channel Business Group, said that with the continuous upgrading of the demand for exquisite parenting of the new generation of parents, higher requirements have also been put forward for the refinement and specialization of maternal and infant products. JD Mother and Baby has always maintained a rapid insight into consumer trends, so that parents can easily buy more complete and better products, while creating the largest incremental field for mother and baby brands and new products. Through the "National Baby Plan", Jingdong Mother and Baby hopes to be able to dig up more domestic treasures and good things together with more mother and baby domestic brands, and provide consumers with one-stop domestic mother and baby shopping services to make child-rearing easier.