Text | Zhongtong Media reporter Yan Jiao
Under the continuous education of the scientific concept of parenting for the maternal and infant consumers, the contemporary young maternal and infant consumer groups have shown a market situation of continuous enlargement, deepening and refinement in the process of parenting.
The change in the concept of parenting has promoted the upgrading of maternal and infant consumption, and the cost of childcare has also increased. The proportion of maternal and infant toiletries expenditure continues to increase, and the total amount is also increasing.
According to the data released by Euromonitor, the scale of China's baby and child care market has grown steadily, and the scale of China's maternal and infant care market reached 28.441 billion yuan in 2020, an increase of 2.589 billion yuan over 2019, an increase of 10.0% year-on-year. Among them, maternal and infant toiletries include baby and child and maternal hair care, skin care, sunscreen, and toiletries.
It is worth noting that maternal and infant toiletries are different from other categories, and the proportion of online and offline sales can basically reach 550. Judging from last year's "Double Eleven" data, the product function is gradually refined, extending from the initial emollient function to the state of facing different babies' skin and different product series.
In fact, this point has a clear feeling is the benchmark adult skin care products, for different skin types, problems, major brands provide different solutions, from age segmentation to functional segmentation, always accurately find the right group of people.
For infants and young children, some brands over-promote the frequency of use of washing and care, as well as rigidity, but in fact, many brands have found the wrong foothold. In fact, as we all know, in the infant stage, the stratum corneum of the skin is relatively weak, prone to allergies, and prone to symptoms such as redness and swelling. At this time, the baby's demand for skin care products is based on the "0 stimulation, 0 sensitization" formula.
With the development of maternal and infant washing in the past two years, baby and child toiletries brands have emerged in an endless stream, and functional refinement has become a just need for maternal and infant consumption. In the words of a friend in the industry, this is the "right medicine". For example, the mother and baby washing brand Zero Min said that the main selling point is mainly skin repair; while the star products of Miaofu are mainly moisturizing skin care; Bloomage Bio's Runxi He is to enhance the baby's skin immunity position, etc. The maternal and infant washing market has appeared with functionally refined maternal and infant products.
In fact, the purchase habits and consumption preferences of these young mothers in maternal and infant toiletries have appeared in Tmall's annual data statistics, and the maternal and infant washing function is subdivided, or it will become a new direction for category innovation.
However, from the perspective of the existing brands on the market, the refinement of the maternal and infant washing function is only the stage of staying and then opening the market, but there are already many brands that focus on functionality in product research and development, after all, the factors considered by the domestic maternal and infant consumer groups in the process of selecting products, whether they can really solve the problem is the first. Therefore, it can be seen that at present, there are endless brands that alleviate allergies and prevent allergies on the market.
I believe that in the future, the pattern of maternal and infant care brands will inevitably be further improved, just like adult skin care products, targeted to solve the baby's skin problems.
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