China'S Maternal And Child Market Continues To Grow Rapidly.

The industry is a consumer industry that meets the specific needs of 0-14 year old children for clothing, food, housing, pportation, entertainment, education and so on, and products and services run through all stages of pregnancy, childbirth, childbirth and so on.

With the development of the Internet, the upgrading of young parents' consumption and the popularity of mobile providers,

Great progress has also been made.

China's maternal and child market continues to grow, reaching three trillion in 2020.

According to the National Bureau of statistics, the proportion of two children born in 2017 exceeded 50%, and the effect of the comprehensive two child policy continued to appear.

At the same time, maternal and child consumption

Increasingly mature, the specialization of commodity consumption and the specialization of service consumption are highlighted.

AI predicts that the size of China's maternal and child consumption market will reach three trillion in 2020.

The life cycle of maternal and child markets is prolonged, and the pan maternal and infant population and pan maternal and infant integrated platform are gradually formed.

The life cycle of mothers and infants extended to pregnant women and older children.

At the same time, with the extension of maternal and child market to family economy, more and more family members with different identities are involved in the parenting process.

In order to satisfy the childcare needs of family members, such as products and services for pregnant and infant children, the Internet mother child enterprise has begun to expand and extend its business and link up with the whole industry to pform the pan mother to child integrated platform.

China's maternal and child market presents ecological development. Integration and deep ploughing are inevitable choices.

The Internet mother child platform firmly grasps the needs of mother and child users. On the one hand, it extends the market business line with the advantage of C terminal traffic, and promotes the realization of C terminal traffic flow with various scenarios. On the other hand, from the B terminal layout, the business mode and product form are established, and new profit points are created.

At the same time, to meet the needs of maternal and child consumption upgrading, online and offline channels are merging.

Market environment analysis of China's Internet mother child industry

Comprehensive two child policy results continue to show

The second child policy has a significant effect on stimulating the growth of the birth population.

In 2016, the total number of births in China reached 17 million 860 thousand, of which two children accounted for over 45%.

As the number of women of childbearing age, especially the number of women of childbearing age decreased, and the number of births decreased, the number of newborns decreased in 2017 compared with that in 2016, but the total number of births was 17 million 230 thousand, and the proportion of newborn babies increased by more than one child, reaching 8 million 830 thousand.

It can not be overlooked that due to the pressure of life and the limitation of living space, the release of the two child policy has a weaker impact on the first tier cities than the two or three tier cities.

Maturing market for mother and infant

The maternal and child industry demand is rigid, and the price sensitivity of consumers is low. With the improvement of children's parenting concept and the improvement of economic conditions after 80 and 90's, quality and practicality become the most critical factors for users to purchase maternal and child products. They have higher willingness to pay for better quality and more practical products. Brand word of mouth is also the key consideration when purchasing maternal and child products. Good brand word of mouth represents consumers' recognition of brands and commodities.

In the case of ensuring the quality of products, appearance packaging is not very important.

Promotion of scientific child care needs to promote early childhood education industry upgrading

80, the new generation of post-90s parents are the backbone of the scientific child rearing. The demand for parenting experience is more refined and specialized, and has a higher consumption desire for children's early education.

The state also attaches more importance to preschool education, bringing children's early development into the policies of the people's promotion act and the 2030 China health plan.

As a promising sunrise industry, the early education market has been highly concerned about capital market in recent years. In 2015, the number of children's early education industry increased by nearly 2 times.

The input of new capital will have a positive impact on the standardization, professionalization, systematization and scientification of early education.

Characteristics of online traffic centralization

With the increase of traffic entry, the way of obtaining information is diversified, and online traffic is centralization.

Through analyzing user's online behavior data, the platform can get insight into the user portrait, behavioral preferences, demand characteristics and other information of the core consumer groups, and accurately match the relevant resources with the users, so as to realize the pformation from users' information to accurate information to users, thereby enhancing the conversion rate and stickiness of users' online platforms.

Development status and business mode of Internet mother child industry

The market is growing steadily and is expected to reach 3 trillion in 2020.

With the increase of the number of newborn population, the increase of per capita disposable income and the increase of maternal and child family consumption ability, the scale of maternal and child consumption market in China reached 23613 billion yuan in 2017.

With the upgrading of consumption and the release of the "two child" policy dividend, it is estimated that the size of China's maternal and child consumption market will reach 3 trillion in 2020.

Maternal and child products and services involve many dimensions, covering a wide range of fields.

At different stages of the consumer life cycle, mothers and children have different needs for goods and services, and there are differences in the frequency of purchase of different goods and services.

In terms of product consumption, the increase of the proportion of the second child, the market demand for durable consumer goods of baby children will be lower than that of consumer goods such as toiletries, etc. in terms of service consumption, along with the continuous progress of parents' childcare concepts and economic conditions after 80 and 90, the demand for specialized services such as health care and customized services is higher, and the willingness to pay is stronger.

The industry is in a stable stage of development, and coordinated development is the keynote.

Internet users are quicker.

The activity of mother to child users on the mother to child online platform changes with the age of the baby: during the period of 0-3 years old, it is the golden period of active users. Maternal and infant users have high demand for powdered products such as powdered milk and so on, and are concerned about childcare, health and so on. The activity on the mother infant online platform is relatively high. After 3 years of age, the utilization rate of mother to child users decreases with the age of the baby, and the consumption attributes of mother and baby gradually weaken. When the children are about 8 years old, the mother to child users turn to the comprehensive online platform.

The shorter user life cycle and higher passenger cost push the online mother to child platform to further tap the needs of mother and baby groups from retail to service, so as to enhance conversion rate and expand user life cycle.

Business development and extension, pformation of maternal and child integrated platform

The life cycle of mothers and infants gradually extended to the pregnant population and extended to older children.

At the same time, with the extension of maternal and child market to family economy, more and more family members with different identities are involved in the process of parenting.

In order to satisfy the childcare needs of family members, such as products and services for pregnant and infant children, the Internet mother child enterprise has begun to expand and extend its business and link up with the whole industry to pform the pan mother to child integrated platform.

B terminal is synchronized with C terminal to achieve industry empowerment.

The mother child platform has accumulated a large number of C users, but the speed of iteration is fast. With the loss of the C terminal traffic dividends, the difficulty and cost of marketing increase, maintaining the retention and realisation of the existing users become the key.

Therefore, mother child platform can tap the needs of users in various links, extend the market business line, and promote C terminal traffic realisation combined with various scenarios.

The B terminal has the advantages of traffic, which can be acquired at a lower cost. With the maturity of emerging technologies in the Post Internet era and entering the commercial stage, the mother child platform has the opportunity to layout from the B terminal, establish business models, product forms, and create new profit points.

China's huge enterprise user group provides broad market space for the development of B terminals.

Online and offline accelerated layout of mother and baby chain to meet maternal and child consumption upgrade needs

Maternal and child users are less sensitive to price and value goods, service quality and shopping convenience.

Online, consumers can obtain diversified information about goods and services through multiple channels, and consumption choices are diversified.

Online, consumers can have a more direct experience of the quality of goods and the professionalism of their services. Mother and baby chains have great advantages in this regard.

Offline experience, online ordering, users' consumption behavior is more consistent.

In the process of online and offline channel integration, data relate to production, sales, logistics, payment and other links. It has guiding significance for smart stores, membership management, inventory management, store location and so on.

Improving the pformation effect with content marketing and scene marketing

In order to enhance customer experience, enhance user stickiness and achieve double harvest of traffic and sales volume, optimizing and upgrading marketing methods has become an important weapon for mother and infant enterprises.

Through diversified content service and experience, we can satisfy the content needs of personalized, entertaining and customized mother and baby groups, establish brand trust and enhance interaction, and lead users to grow grass and give the brand dynamic marketing ability.

Scenario interactive scenarios can connect multiple products and services, establish emotional connections between brands and customers, enhance experience and influence their consumption decisions.

(author: Jin Shu)