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| analysys analysis
Overview of the development of the Houlang brand of maternal and infant products in China
China's maternal and infant products houlang brand has risen rapidly
Crowd iteration + consumption upgrade is the fundamental driving force for the growth of the Houlang brand of China's maternal and infant products
The new ecology of China's maternal and infant products industry has become the cradle of the Houlang brand overtaking in curves
The number of newly established enterprises and cutting-edge brands in the domestic maternal and infant products industry has surged
Since 2017, the number of newly established enterprises related to the domestic maternal and infant products industry has increased sharply, reflecting the high degree of entrepreneurial attraction in the maternal and infant products industry; in 2021, as of November, the number of newly established enterprises related to maternal and infant products is 1.187 million; at the same time, the number of new cutting-edge brands on the e-commerce platform has risen rapidly, and the number of new brands on Tmall mother and baby in 2020 is nearly 5,000, and the number of new brands in Jingdong Mother and Baby accounts for 26% in one year, and the domestic maternal and infant products industry is surging after the wave.
In 2021, the maternal and infant products industry regained the attention of capital, the number and amount of financing events hit a new high in recent years, and baby and child food became the new favorite of capital
In 2021, after experiencing the financing of the first two years, the maternal and infant products market regained capital attention, and as of November, a total of 24 financing events were obtained, with a total financing amount of 6.88 billion yuan, a new high in the calendar year;
Among them, the cross-border export e-commerce platform PatPat has obtained two rounds of D and D2 rounds of financing, with a cumulative financing amount of 670 million US dollars, and while the capital is concerned, it may bring new opportunities for domestic brands to go overseas;
In various segments, in 2021, baby and child food has become a capital darling, as of November, there are 10 cases of financing events, but the amount of financing is not high, only 282 million yuan, financing rounds are mostly in the angel round and A round, baby and child snack food on the eve of the outbreak.
China's maternal and infant products houlang brand dark horses are frequently emerging, and have become the leading force in the zero food supplement industry
In recent years, the dark horses of the maternal and infant products Houlang brand have appeared frequently, and the sales performance has been remarkable: in 2020, Tmall's maternal and infant parent-child industry has added 33 brands with more than 100 million, of which 5 brands that have broken 100 million are Houlang brands; in the 2021 Double 11 Tmall Maternal and Infant Industry Sub-category List TOP20, many Houlang brands are on the list;
In the category of zero auxiliary foods, the Houlang brand has occupied half of the country and led the development of the category; in the toys and infant strollers/safety seat categories, the Houlang brand also has a 30% + proportion of the number, and the infant milk powder, children's clothing/children's shoes and other categories are still dominated by traditional brands.
Mother and baby houlang dark horse brand domestic products accounted for about 80%, and some international front wave brands are also accelerating the layout of the Chinese market
2021 double 11 Tmall mother and baby sub-category list TOP20, China Houlang dark horse brand a total of 54, accounting for about 80% of Houlang brand, it is worth noting that China's nearly trillion maternal and infant products market still has a huge temptation for international brands, some of the international Qianlang brands that have not yet entered China are accelerating the layout of the Chinese market, and actively use China's emerging ecological dividends, and have achieved good results. In the future, China's Houlang brands will also compete with these international brands that understand the Chinese market and have brand precipitation.
A new industrial ecology in China's maternal and infant products industry
The emerging content ecology has helped the rise of the mother and baby houlang brand
As the head brand of vertical APP, Mom.com is an important channel for mothers and babies to obtain information and make decisions about goods
The Maternal and Infant Vertical APP is an important channel for current maternal and infant users to obtain professional knowledge and maternal and infant related information, and is a gathering place for maternal and infant populations. According to Analysys Qianfan data, in September 2021, the number of active people on Mama.com reached 13.1462 million, covering a wide range of people and accurate consumer users, and is an important channel for maternal and infant brand promotion and marketing.
Mom.com builds a step-by-step decision-making shopping plan for the pre-consumption link of the early-order crowd
As a special consumer product, the consumption decision-making path of mother and baby is diverse and the link is complete, and the vertical platform for mother and baby led by the mother network is particularly important in the link marketing before the user's consumption decision; the mother network, as the accurate user platform with the highest concentration of TA, has one-stop pregnancy tool assistance, structured content learning, and social networking in the same circle. Through global marketing, we can build a continuous new product and user life cycle management for the brand.
With app + mini program + community as the core, the parenting network obtains the traffic of pregnant babies and children at multiple network contacts inside and outside the station, online and offline, and builds a deep communication link between mother and baby users
Through the all-platform traffic reach and multi-sales channel linkage, the parenting network creates a high-trust transformation ecology for the mother and baby population and helps the brand to convert efficiently
As a cluster of new mothers and babies, Douyin has formed a matrix of mothers and babies at different levels, and the achievements of brand self-broadcasting and talent with goods are remarkable, and the channel power cannot be ignored
Douyin # Mother and Baby related topic video playback has exceeded 68 billion times, the participating crowd includes ordinary users, maternal and infant brands, related practitioners, professional doctors, related talents, etc., involving a wide range of topics, a wide range of crowd levels; different levels of talent matrix, for the brand multi-dimensional social promotion to provide help, at the same time, the brand side with the help of Douyin platform self-broadcast, build a direct communication bridge with users, the effect is remarkable.
Dai Kesi went out of the circle strongly through vibrato
Kuaishou mother and baby diversified layout, to create a mother and baby content social ecology
Parenting experts, celebrities, mother and baby masters, and ordinary people participate in the creation, and the content of Kuaishou mother and baby is diversified, diversified and interesting. It is understood that Kuaishou Mother and Baby is still preparing for the star parenting micro-variety show, which will drive the maternal and infant ecology to further enrich.
The growth rate of Kuaishou maternal and infant consumption is remarkable, and it has gradually become a brand to seize the new position of the incremental market
Since 2021, the total consumption of Kuaishou mother and baby, brand mother and baby consumption, the number of consumer brands, and the consumer price of single products have increased significantly compared with 2020; the growth rate of brand maternal and infant products in Kuaishou consumption has reached 702.7%, and many brands have realized the impact of Kuaishou in marketing and carrying goods, and have rapidly laid out.
It is worth noting that among the maternal and infant consumer goods on the Kuaishou platform, 93% of female buyers, of which 70% are from third-, fourth- and fifth-tier cities. As more and more brands attach importance to the sinking market consumption capacity, Kuaishou or Cheng mother and baby brands seize the new position of the incremental market.
Little Red Book helps maternal and infant products brands to effectively plant grass, and brand marketing is timely
Xiaohongshu users are younger, 18-24 years old people account for a high proportion, this part of the population is transitioning to the mother and baby group, the brand in advance to seize the user's mind, conducive to future brand conversion.
Since April 2020, the number of Xiaohongshu maternal and infant notes has risen rapidly, and many brands have made efforts to market Xiaohongshu, of which the number of babycare notes is 50,000+ and ranks in the top ten for 12 consecutive months from 2020.04 to 2021.03, with a total interaction of nearly 4 million, bringing great voice to the brand.
Tmall mother and baby into the houlang brand incubation base
Tmall has become the preferred channel for the first launch of cutting-edge brands, Tmall Mother and Baby Parent-Child Baby Dream Factory Project, specially born for the incubation of cutting-edge brands, focusing on cutting-edge trends in the industry, helping brands to accelerate growth; focusing on product innovation, design capabilities, full-link marketing, data capability training, user asset operation, basic operation capability improvement and other dimensions, all-round brand growth path. It is understood that in 2021, Tmall is expected to cultivate 10 billion clubs, 10 billion yuan brands, and 1,000 tens of millions of super new products in the maternal and infant parent-child industry.
Analysis of typical brands of Chinese maternal and infant products after the wave
Grabbing emerging market segments and embracing a new ecology is a typical path for the mother and baby houlang brand to go out of the circle
bebebus: Exquisite, colorful product design to help it seize emerging market segments
Focus on the post-90s, post-95 first-line, new first-line Yueji mother, in product design, to meet the needs of cutting-edge mothers to take photos and wear, "exquisite enough, dare to play beauty"; appearance design, the use of colorful colors, the use of Chinese national element patterns, emphasizing original domestic products, focusing on product quality and research and development.
bebebus: Little Red Book + Tmall, complete the grass planting to conversion process
Compared with other fast-rising cutting-edge brands, bebebus promotion is not large, but it pays attention to the planting marketing of Xiaohongshu, and then uses excellent product design to let users spontaneously plant grass, so as to produce fission.
Bruker: Insight into market segment opportunities, product strength to achieve "China Lego"
Mainly for children aged 1-6 years old, focusing on the "big particle" exquisite market, differentiated positioning, and winning growth opportunities.
Bruker: Strong online and offline linkage, multi-dimensional product endorsement, and building brand power
Multi-dimensional marketing, driving the strong exposure of the brand, Bruker brand influence gradually expanded. At the same time, with building blocks as the center, the connotation of "building blocks +" is extended, forming an industrial chain integrating toys (Toy) + animation ( Animation ) + Games ( Games ) + education ( Education ) in one. In May 2021, Bruker completed a Series B financing of 600 million yuan.
Red Baby Elephant: Grasp the blue ocean of market segmentation, attach importance to research and development, and continue to launch new products
Red Elephant: Holding high to do marketing, multi-dimensional exposure, and actively embracing a new ecology
babycare: from niche single category to pan-maternal and infant ecology, upgrade to solutions
In-depth insight into user needs, from low market concentration of niche category waist stool (market size does not exceed 1 billion yuan) into the mother and baby track, through technological transformation to create explosive products; continue to develop high-value new products, and use a unified image in communication (color system one, website picture use with C4D rendering) to strengthen brand awareness. Through category expansion, sales continue to rise, and the upgrade from a single category to a solution is realized.
babycare: Emotional co-creation, to achieve a temperature link with the user
Achieving emotional co-creation with users is an important reliance on the high stickiness of the babycare brand; the 2.5 million private domain traffic pool provides a steady stream of content materials for brands to deeply understand user needs.
The development trend of China's maternal and infant products after the wave brand
New consumption enters the second half, the new and old offensive and defensive battles open, and the product strength will become more prominent
As the emerging ecology gradually becomes the mainstream trend, the dividends of the houlang are reduced, and they will compete head-on with the qianlang, and the new and old offensive and defensive battles will open up the contrasting Tao brand, and the Houlang brands need to really enhance their product strength and return to the essence of business in order to continue to be popular.
Online provides opportunities for the nurturing of the Houlang brand, but the share of offline mother and baby stores cannot be ignored
Most of the Houlang brands are out of the circle through the online emerging ecology, but they need to be laid out offline in time to strengthen the brand moat.
The spending power and willingness of maternal and infant users in third- and fourth-tier cities have continued to improve, becoming a new high-potential market, and the Houlang brand needs to pay attention to it in a timely manner
At present, most of the Houlang brands aim at users in first- and second-tier cities, and need to sink the market in a timely manner; third- and fourth-tier cities have more newborn populations, at the same time, under the three-child policy, women of childbearing age in low-tier cities have higher fertility aspirations and greater population increase expectations; at the same time, non-consumer expenditures such as housing loans and car loans for maternal and infant users in low-tier cities account for low proportions, and consumption capacity and willingness to consume continue to increase, becoming a new high-potential market for maternal and infant products.
Under the downward trend of the newborn population, extending the consumption cycle of users from single categories to multiple categories will be an important trend for the mother and baby houlang brand
With the decline of the newborn population year by year, many mother and baby brands feel greater pressure, and a single category is no longer enough to support the long-term development of brands. Entering from a single category and gradually expanding the category will be an important trend for the future of the mother and baby houlang brand:
(1) Through the increase of pan-maternal and infant categories, increase the unit price of customers, and create a one-stop maternal and infant shopping plaza;
(2) Broaden the categories related to middle and older children and extend the consumption cycle of users.
Some brands will go abroad and sail overseas
With the decline in the birth rate of the domestic population, some mother and baby brands have set their sights on overseas, while Southeast Asian countries are at the peak of birth rates, which has become the layout target of many mother and baby brands. The current path of mother and baby brands going to sea:
(1) Cross-border export e-commerce platform PatPat helps brands go global: as an independent station, it has played a brand in the European and American markets, and has also settled in Lazada (Alibaba), the largest local e-commerce platform in Southeast Asia, through PatPat, domestic maternal and infant brands can enter the European, American and Southeast Asian markets;
(2) Babycare has gained a certain share in the Southeast Asian market by directly entering Lazada.
Facing the future, the mother and baby houlang brand out of the circle four steps