Text: China Children's Media reporter Ba Singa
"For the whole family, some mothers like it very much, but some mothers have their own ideas about the selection of products and enjoy the process of selection. Zhang Weiguo, business manager of Suzhou Maikang, told the reporter of Zhongtong Media.
With the decrease in newborns, some cleaning and care brands have begun to target the family sector and make efforts to make a product line for the whole family, but the acceptance of Bao Ma is also "both sides".
Save time on purchase + cost-effective
The vast majority of mothers are decision-makers for the daily consumption of a family, and the cleaning and care products have the characteristics of large consumption and fast dosage, so they will buy them frequently, and also take into account the usage habits of every member of the family, and the energy paid is naturally not small.
Whole family cleaning and care products can greatly reduce the purchase time of mothers, and they are also the first choice for choosing mothers with difficult conditions.
"In everyone's general perception, children can use it directly to adults, which almost does not need to do market education, in addition, many stores do 'family pack' combinations, these are very cost-effective mothers are very recognized. Zhang Weiguo said.
Rejection of "one soap for the whole family"
But Bao Ma and Bao Ma are also different.
Now that the post-00s have become mothers, the selection and consumption concepts are very different from the past, and now it is no longer the era of "one soap for the whole family", and the demand for washing and care is becoming more and more refined.
Zhang Weiguo said: "A type of treasure mother will especially pursue personalized products, requiring high appearance and strong sense of experience, in line with their own taste, so when a family care series appears in front of this kind of mother, even if it is convenient and trouble-free, it cannot convince them to buy." ”
If you want to be convenient and trouble-free, many mothers will indeed choose baby shampoo and shower two-in-one products, but when buying them for adults, adults' usual washing and care requirements are much higher than those of infants and young children, such as hair care, and most users need to condition and maintain their hair, such as Bao Ma.
Hair care products for Bao Ma
According to the "2023 National Scalp Health White Paper", nearly 9 percent of the respondents said that they were troubled by different hair problems, and 35%-45% of mothers will experience postpartum hair loss, so mothers are very concerned about hair, and they are also very professional in products.
Zhang Weiguo said: "Under the trend of whole-family washing and care, adding such a conditioning hair care product can greatly help mother and baby stores tap the potential consumption demand of customers, activate dormant customers, and drive the growth of the overall cleaning and care sector." ”