This year's government work report put forward the "supporting measures for improving the three-child birth policy", which once again focused social attention on the mother and baby group. Since July 2021, more than 10 provinces have introduced supportive measures related to three children, reducing the burden on families from the policy level and solving the problems of "can't afford to have children" and "can't afford to raise".
At the same time, parenting-related topics such as "full-time mothers" are also becoming more and more frequently on the hot search, and society, industry and the public are paying more and more attention to the physical and mental burden of a new generation of parents in the process of parenting, and how to build a fertility-friendly society has undoubtedly become one of the most important social issues.
On March 28, Babycare, a new consumer brand for mothers and babies, and Tmall Super Brand Day released the report "China's Ideal Life Mother and Baby Trends", and announced that they will build 100 new mobile mother and baby rooms across the country to alleviate fertility anxiety for a new generation of parents from multiple dimensions such as products and services, and help create a beautiful pregnancy and baby lifestyle.
It is revealed that unlike the traditional public mother and baby rooms that can be used by multiple people at the same time, Babycare's mobile mother and baby rooms are more private and can also be entered by fathers with children. In the mother and baby room, there are foldable and lockable baby care tables, nursing chairs, USB power sockets, odor-insulating garbage cans, children's toys and other facilities, which meet the needs of mothers breastfeeding, baby replacement diapers, milk collection, short rest and other types of functional needs.
The report shows that the parents of the post-90s generation have accounted for 60.6% of the population of childbearing age, becoming the absolute main force. The parenting and consumption concepts of the new generation of parents are obviously different from those of the previous generation, and they pay more attention to their own feelings while raising their children.
Portrait of Chinese maternal and infant consumers.
So what exactly is the ideal mother-infant life of Gen Z parents? According to iResearch data, the new generation of pregnant mothers pay more attention to "pleasing themselves", 38.2% of pregnant mothers insist on doing skin care during pregnancy, and about 35% of pregnant mothers insist on maintaining their figure through yoga and fitness during pregnancy.
At the same time, fathers are increasingly involved in the parenting process. In addition to sleeping time, 43.8% of the babies who spend more than 5 hours a day with their babies.
For the new generation of parents, Yuwa can still pursue poetry and distance. 69.3% of the parents take their babies out more than 6 times a year. In addition, letting go of parenting and having fun are the key words in the concept of parenting in the new era.
The report predicts that the mainland mother and baby market is expected to exceed 4 trillion yuan in 2023. Since 2019, the number of enterprises entering the maternal and infant industry in the mainland has ushered in explosive growth, with more than 1.8 million newly registered enterprises in 2021.
Written by: Nandu reporter Yang Liyun