Editor’s Guide: Jews have a famous saying: “Make a woman and the child’s money is the easiest!” Then aim at the “woman + child” maternal and child industry, is it true for the future? This paper analyzes from the data perspective, analyzing the development status of the Internet maternal infant market, typical platform, user portrait, trend characteristics, etc. to share.
Related data show that in 2019, users of China’s Internet maternal and child industry have increased to 204 million, and the market size of the maternal and child industry has also increased to 267.9 billion yuan, and the growth rate is as high as 15.2%.
The Micro-Hot Data Institute launched the “Internet Maternal and Infant Industry Network Concernation Analysis Report”, in the analysis period from 1 to October 30, 2020, the development status of the Internet maternal infant market at the perspective of the spread of the big data, Typical platforms, user portraits, trend characteristics and other aspects are analyzed, in order to provide a new observation perspective for industry brands.
First, the Internet maternal and child development environment is better than the driving factor
1. Internet mother and baby are penetrating
Mother and baby is cross-industry, cross-sectoral integrated industrial group, mainly to meet the industrial systems formed by pregnant women and children’s clothing, food, living, behavior, entertainment, education, etc. in the age of 0-12, can be divided into maternal and child Products and maternal and child services two categories.
Internet maternal and child refers to the application scenarios for mobile phones, tablets, computers, etc. in the Internet environment, with high quality, multi-type products and services, including online early education, maternal and child community , Maternal and child goods, maternal and baby information, maternal and child tool, maternal and child health, etc.
The maternal and childline scenario includes a month center, a maternal and child store, a maternal and child photography, a parent-child travel, and an early education. As the Internet maternal and child manufacturers continue to expand their business expansion to the moon session, online maternal and child shop, parent-child travel, online and offline maternal and child business is integrated with each other.
The main body of the mother and child industry industry chain provides suppliers of consumer goods and services for groups of maternal, mom, baby and other groups.
The main body is the Internet maternal and child platform, including maternal and child e-commerce, maternal and child community and other, and maternal and child e-commerce can be divided into integrated maternal and child e-commerce platform and vertical maternal and child e-commerce platform.
Integrated maternal and child e-commerce platform, the e-commerce platform for operating all-in-one commodities, represents Tmall, Jingdong, Suning, Vipshop, Dang, etc., the integrated maternal and child e-commerce platform market focuses on the head. Vertical maternal and child e-commerce platform, that is, the e-commerce platform specializing in maternal and child operations, representing babe, homes, baby lattice, pollen, etc.
The downstream main body is a potential consumer, which can be divided into pregnancy, pregnancy, pregnancy, 4-6 years old, children aged 4-6, children aged 4-6, children aged 4-6, 7-2 years old Pregnancy, pregnancy, pregnancy, mother group consumer demand, mainly concentrated in product, clothing, skin care products, etc. 0-3 years old infants, major consumption demand concentrate on milk powder, clothing, diapers, etc. 4-6 years old, major consumption Demand is concentrated in clothing, travel, education, etc .; 7-12 years old, major consumer demand is concentrated in clothing, education, etc.
In addition, logistics, payment, etc. provide basic service support for the Internet maternal and child platform.
2. The Internet maternal and child enters the maturity pattern relatively stable
In 2000, Le You Pregnant Baby B2C mode opened the Internet maternal and child door, red child, mother net, baby tree successively launched.
After 2011, the Internet maternal and child ushered in the explosive period of development, Suning, Taobao, Jingdong and other e-commerce giants have launched the maternal and child channel.
In 2015, in Hong Kong, the development of maternal and child communities is relatively mature. After experiencing the exploration period, after the breakout period, the multi-market fusion of the Internet mother and baby, the maturity of e-commerce and community collaborative development, the market pattern is relatively stable.
3. The Internet maternal and child development environment is better to drive a lot
In 2019, China’s birth population was 15.23 million, a decrease of 11.6% from the previous month, a reduction of 580,000 in 2018, and a weaker release effect of fertility after the opening of the two children’s policies, and the number of birth populations in 2018 and the number of people have fallen.
In order to improve the willingness of nationality, the policy of favorable maternity is being introduced. In June 2019, the National Development and Reform Commission, the Ministry of Industry and Information Technology jointly issued the “domestic infant formula” promotion action plan “, which aims to boost the confidence of potential consumers on domestic milk powder.
National policy is also constantly improving education and medical security systems. In addition, the support of the Internet e-commerce retail policy, reducing corporate logistics costs, national revised food safety related regulations, etc. are also conducive to the acceleration of the Internet maternal and child industry.
According to the China Internet Information Center “China Internet Development Statistics Statistical Report”, my country’s netizens size is 904 million, and the Internet has reached 64.5%, and the Internet maternal and child will benefit from the increase in the number of Internet and mobile Internet.
In addition, the increasing improvement of WiFi and 5G communication networks also provides strong technical support for the Internet maternal and child market; the continuous development of Internet technology such as AI, big data, cloud computing technology, mobile payment improves the user experience of the Internet maternal and child group. The development of the Internet maternal and child industry has created a larger space.
After 90, the rise of potential maternal and child consumers after 95 changes, consumption methods and gestation philosophy, Internet retail, multi-layer trusted source rich parental information, professional endorsement and comprehensive interpretation help to open the door of maternal and child consumption after 90. The mother and baby “planting grass” new ecological spread, parenting blogger, women and children experts, educational big coffee and other continuous contributions. Second, sales activities affect the transmission of Internet maternal and child industry
1. Double eleven shopping festival preheating activities have an important impact on information
In October 2020, the amount of net maternal and child related information of the Internet was 1831,000. With the approach of the double eleven, the Internet maternal and child related information was fluctuating. On October 20th, maternal and child milk powder brand Novoli can combine the two Olympic gymnastics champion Yang Wei @ Yang Wei YYY initiated # »îÁ¦ ºÏ # # activities, share “Parenting View” in live broadcast, preheating for Double Eleven Shopping Festival, this activity An increase in the Internet maternal and child related information.
2. Weibo becomes the main front of the Internet maternal and child related information
In the statistics period, the Weibo platform is the main propagation platform of Internet maternal and child related information, accounting for 62.86%. The main reason is that maternal and child brand merchants, maternal and child platform, parenting blogger, maternal and child anchor, etc. In microblogging sales activities, and Weibo have award forwarding, and obtain a large number of fans and treasures to participate in forward, while other platform information is relatively Small.
3. “Milk Powder” “Brand” “E-Commerce Platform” into the Internet Mother and Baby Communication Keywords
Among the key words of related Internet maternal and child information, “mother and baby” “milk powder” “brand” and “Jingdong” have received higher attention. In the “mother and baby” group, “baby” and “mother” are more concerned; “milk powder” becomes the most popular network of maternal and child products;
In terms of maternal and child e-commerce platform, the attention of “Jingdong” “Tmall” is much higher than other platforms; “brand” merchants, “Novo” “Feihe” “Mei Su Jiaer” is more heat Concentrated; “Star” spokesperson, “Ma Li”, “Yang Wei”, etc. is more concerned.
4. Product quality, network fraud, newborn adaptation, etc., etc.
In the statistics period, the non-sensitive information of the relevant information accounts for 97.52%, while the sensitive information is only 2.48%. Sensitive information is more concentrated in product quality, network fraud, and newborns.
From the sensitive information keyword, it can be seen that the multi-participant “Mother and Baby” “Material” “Material” “Materials” “” Platform “of the Internet Maternal and Children has received more attention;” Mother “is” baby “purchased” Diaper “” Milk powder “is more prominent;
Among them, “Ms. Zhang” is particularly concerned that the “pregnant women pants” is purchased in the Internet maternal and child platform. In addition, some mothers expressing the baby if the baby is not suitable for milk powder, there will be “fire” “constipation” “spirit Not good state “and other phenomena.
5. Internet maternal and child related information involves entertainment, life, finance and other fields
In the statistics period, the Internet maternal and child related information involved in the field, brand live broadcast activities, star spokespersons, and activities, etc., such as 22% of information and entertainment information. In addition, life, finance, government affairs, education, and real estate are related to Internet maternal infants.
6. Jingdong mother and baby is the most attention maternal and child platform
Maternal and child e-commerce is an important track of the development of the Internet maternal and child industry. Since 2000, the development of maternal and child e-commerce has basically experienced the three major phases of brand manufacturers from the stage of self-built e-commerce stages, and the development stage of the integrated e-commerce platform.
Currently, the mother and child e-commerce track is in a stable development period. In the statistics period, Jingdong Maternal and Babysitting Among the 23.53 network communication heat index is the most concerned maternal and child e-commerce platform, followed by Taobao maternal and child and Tmall maternal and child, and the network transmission heat index is 20.98 and 19.92, respectively. In the Maternal and Child E-commerce platform network, the integrated maternal and child e-commerce platform accounts for more than 70%.
Third, safety has become the primary impact factor affecting Internet maternal infant decisions
The female group of the 20-29-year-old age is the main force of the Internet maternal and child. It can be seen that after 90, 95, as the first generation of only children, I will enter the main childhood age.
From the issue of publishing information from the Internet maternal and child related information, the focus of Internet maternal and child related information is more active in the leisure time of 19-20 at 12-13.
With the popularity of the Internet and the change of intergeneration, maternal and child paying attention has a more rich choice and reference in parenting products and services. The emerging professional trust represented by professional maternal and child media and head maternal and child Kol provides a reliable and convenient information acquisition method for Internet maternal and child potential consumers. It has gradually become an important helper in the relevant field, which is the Internet maternal and child decision. The second influencing factor of behavior, the network propagation heat index is 68.02;
The views and suggestions of authoritarians such as doctors and experts also have an important influence on Internet maternal and child decision making; in addition, friends and family and maternal and child communities are also the solid pillars of the Internet maternal and child potential consumers. The child care method is also the existence of their hearts.
Compared to other options and reference factors, the security of brand products is the weight. According to the China Potential Consumer Association, 49.5% of the incidents related to quality and security issues were reported in 2019. Fourth, milk powder and diapers into the hottest Internet mother baby
1. Milk powder becomes a payment TOP1 maternal and child products
In the statistics period, milk powder, diapers, food nutrition, etc. become a maternal and child product or service class of network attention TOP3, and the network propagation heat index is 74.53, 61.85, 53.85, respectively.
2. The highest correlation between the product and the Internet maternal and child platform
In terms of the correlation between maternal and child products or service categories and Internet maternal and child platforms, the relationship between products and training and services and Internet maternal and child platforms are higher. It can be seen that “novice mother” is more inclined to obtain information, or training and services of “presence” and “production” supplies in the Internet maternal and child platform.
Food nutrition has become a high-child baby product of TOP2, and the network transmission heat index is 15.79. In addition, milk powder and diaper are network attention to TOP1 and TOP2 maternal and child product categories, but in terms of “maternal and child products or service + Internet maternal and child platform”, it is not high, and it can be seen that relative to other maternal and child products or services. Milk powder is weaker than the Internet.
Yili milk powder, Ail A2 milk powder, Lego toys into maternal and child related brand network attention TOP3, network transmission heat index is 6.14, 6.10 and 5.58, respectively.
Fifth, Yili becomes a network of TOP1 milk powder brands
In the statistics period, Yili became the highest quality maternal and child milk powder brand. The network transmission heat index was 7.44, followed by domestic brand Flying Crane and New Zealand brand Al A2, the network transmission heat index is 2.48 and 2.38, respectively.
In the maternal and child milk powder brand network, the domestic brand is more than 30%, the Dutch brand is more than 20%, New Zealand, Ireland, Germany, France, Swiss brand proportional, this also reflects maternal and child The group is favored by domestic milk powder.
Different brands or milk powder have a relatively large difference in formulations, and infants and young children have different adaptations of different branded milk powder. Infants are refused to drink, constipation, green, diarrhea, etc. related to physical condition, is the primary impact factor for maternal and child group to replace the milk powder brand decision. In addition, the margin of milk powder brand, negative information, doctors recommend, baby physical examination, etc. There must be a certain impact on the decision making of the milk powder brand.
In terms of “maternal and child milk powder + Internet maternal and child platform”, the hot discussion of maternal and child milk powder in Jingdong maternal and child platform is high, and the amount of relevant information reached 145,000, followed by Tmall maternal and child platform and Taobao mother baby. Platform, the amount of information is 95,000 and 23,000 respectively.
Sixth, Huang becomes a network attention TOP1 diaper brand
In the statistics period, the Japanese brand Kao became the highest online payment of the mother and child diaper brand. The network transmission heat index was 2.79, followed by the domestic brand king and a good child, the network transmission heat index is 2.46 and 2.32, in the maternal and child diaper brand In terms of TOP10, domestic brands account for 60%, and the Japanese brand and the US brand share are between 20%.
The statistical analysis of the related “slots” related to diapers found that it was not soft, red butt, the gas permeability is the main slot point of diapers, and the network propagation heat index is 3.77, 3.46 and 2.06, respectively, in addition, waist circumference and absorption The effect is also the hot spot of maternal and child consumers.
In the “maternal and child diaper + Internet maternal platform” network attention, the hot discussion of mother and child diapers in Tmall maternal and childhood, with 36,000 information, followed by Taobao mother and baby platform and Jingdong maternal and child Platform, the amount of information is 0.8 million and 0.7 million, respectively.
In terms of network attention of new consumption hotspots in diapers, diapers containing skin care ingredients are high, and the amount of relevant information is 13,000, followed by the rapid permeation technology and regeneration of urine, and the amount of information is 1544 and 1100, respectively.
7. The size of the Internet maternal and child market continues to grow steadily
With the improvement of the living standards of residents, parenting costs have increased year by year, and the changes in the consumer concept of consumers have grown year by year, and the growth rate is maintained at 119%.