The top 10 key words in the 2017 maternal and baby retail industry
2017 is the first year of new retail, and the mother and baby retail industry has experienced a chaotic and bright year. On the one hand, the mother and baby e-commerce is in the market environment, such as channel dispersion, low price fighting and other market conditions. On the other hand, the liberalization of the two-child policy and the promotion of consumption have led to a new round of capital preference and financing in the maternal and infant industry.
Therefore, 2017 is destined to be the beginning of the exploration and innovation and transformation upgrading of the maternal and infant industry. The ten key words of this year’s maternal and baby industry are compiled, for the reference of the industry.
1. Channel sinking
First-tier cities, the mother and baby markets are saturated, and the original price marketing campaign does not seem to be working. More potential consumers are concentrated in three or four tier cities. With a new round of competition in the maternal and infant market, there has been a growing number of voices in this year about the sinking of the maternal and infant industry.
According to the analysis report on the consumption behavior of Chinese mothers and infants in 2017, the top two and third-tier cities in China’s online maternal and infant consumption are in the second and third-tier cities, accounting for 21.4% and 21.0% respectively. The proportion of first-tier cities and special cities is relatively small, 14.7% and 9.5% respectively.
From the perspective of consumption growth, compared with 2016, the growth of first-tier cities in 2017 has slowed down, and the second and third-tier cities have significantly increased, and the four or five line cities have grown rapidly. The market for mother-to-child markets is sinking, and the next four or five cities will be areas of growth.
Previously, beibei network CEO Zhang Lianglun million euro interview also has said, a line of city of maternal and infant industry brand competition, brand effect, maternal and infant electricity needs constantly to channel depth sink. However, Mr. Zhang said, beibei will still target the second and third-tier cities to continue the development of the channel, and meanwhile, to match the consumption demand of the second and third-tier cities, beibei network will focus more on the small and medium-sized brands.
2. Mother economy
Because of the upgrade of consumption structure, clothing accessories, the consumption proportion of entertainment health services has become more and more powerful in the overall consumption. At the same time, according to guotai junan securities research report, according to data from 25 to 45 years old fashion female population in China has reached 290 million people, with the increase of women’s economic income and the promotion of the position of society, family, dominated by women, nearly 75% of household consumption decisions.
Moreover, as the 1980s and 1990s gradually enter the high tide of marriage, the future of mother-to-child online shopping will be dominated by the “parents” of the online generation. Based on the beginning of 2017 and ereli CNNIC online user data and Nielsen famous data organizations research report, according to the picture to mom groups, population size, big maternal and infant market scale is described and budget, predictably, “mom economy” to become the next China mobile electricity flashpoint maternal and infant industry.
In April this year, jingdong joint in the 21st century economic research institute issued the 2017 China maternal and child online consumer trends report, in 2016, the urine trousers wet towels category concentration is higher, in the general category sales accounted for nearly 80%, other category between 40% and 70% more, mother zone is only 20% to 30%.
Therefore, in the maternal and infant industry, the “baby” has reached the competition, “mother” is still blue sea. In the market of mother and baby, the brand concentration of maternal products is not high, and the new brand has great growth space.
3. Mother-to-child 3.0
How to play the second half of the “big mother and baby ecosystem”? It was recorded that in 2004, it was the 1.0 era of the maternal and infant industry, and this year the domestic maternal and infant industry experienced explosive growth. In 2014, thanks to the popularization of the Internet and the rise of mobile Internet, a large number of mother-baby platforms have risen rapidly, and the maternal and infant industry has entered the era of maternal and child 2.0 in this year. And in 2017, mobile Internet and artificial intelligence technology bring about disruptive innovation in industry, and the maternal and infant industry is no exception. In the context of this era, the maternal and infant industry ushered in its 3.0 era, also known as the new mother and infant era.
Since 2017, beibei network has gradually transformed from mother-to-child e-commerce to big mother-to-child platform. It extends to the ecological category of “big mother and baby”, such as childcare, early education and parent-child service. This year, honey bud also integrated into the maternal and infant related education, medical treatment, tourism and other fields, and evolved to the integrated infant child service provider.
In zhang lianglun’s view, there are three characteristics of the new mother and baby age: first, the new population and new consumption are based on the people-centred C2B community. Second, new brands and new thinking based on new manufacturing; Third, the new consumption-driven new industry play method.
4. E-commerce + community
Iresearch released “inventory maternal and infant industry development in China” shows that in 2017 China’s maternal and child supplies market overall scale of nearly 3 trillion yuan, electricity, social information, comprehensive service is China’s three major parts of maternal and infant industry industry. According to the report, the “e-commerce + community” in the maternal and infant industry will become a trend.
According to the 2017 China maternal and child user consumption behavior analysis report, according to a community become the development trend of maternal and infant industry, social networking platforms such as WeChat turnover accounted for more than 20%, and the proportion is on the rise. According to the report, in the era of mobile Internet, everyone is a center, and the social characteristics are becoming more and more obvious.
Jin zan, the founder of the hot mom, said that in the future, the hot mom will continue to be dedicated to carrying the “KOL IP” diamond, creating a new ecological environment that is driven by “strong channel and good content”. In April 2017, the community vertical maternal and infant e-commerce platform big V, which obtained the C round financing, also said that it will continue to share the deep farming community to help mothers select the products worth purchasing.
It is understood that many mother-and-baby e-commerce companies are developing together through community/community + e-commerce. Such as mum little baby koala, the tree’s beauty, according to the mother, leyou circle of happy mother and baby hot mama for the construction of network community and the circle and so on, are all based on the trust of the community big circle precision shopping, to shopping after share form circles discuss closed-loop feedback.
The mother and baby community and the maternal and infant community form a strong formation, carry on the content carrying through the network social network carries on the content, the interpersonal relation diffuses spread, finally forms the communication matrix, realizes the content realisations. The collaborative development of community + e-commerce has been an important mode to ensure the user’s stickiness and influence user’s consumption decision.
5. The rise of domestic brands
According to Tmall platform data, in January 2017, the sales volume of the brand of maternal and infant care products and import brands topped the list. By September 2017, in the first four places of the sales volume of maternal and child care category, the domestic brands of cotton age and junior year have already occupied three of them. In the past, it was foreign brands that occupied the mountain, but now many brands such as diapers and milk powder have been nationalized, and consumers are increasingly returning to domestic brands.
In recent years, the national related department to strengthen the specification of maternal and infant market constantly, have issued “on further strengthening the quality and safety of infant formula powder work opinion” and other relevant documents, strictly control the quality of the state-owned brand infant child products. At the same time, the rise of cross-border e-commerce has led to a strengthening of domestic brand competition awareness, which has also promoted the quality of domestic maternal and infant products.
Thus, the domestic brand is rapidly rising, and has become a major force in China’s maternal and infant industry.
6. Consumption upgrade
In 2017, the consumption upgrade should become the key word of each segment in the new retail era. The consumption upgrade of the maternal and infant industry is mainly reflected in the diminishing influence of price on the products of maternal and infant products. Xu hongwei, chief executive of the child king, pointed out that once the store was a place to sell things, and when consumption was upgraded, it was a place to sell life.
The capital chase dividend of the mother and baby market is largely driven by the core of consumption upgrading. Lu ye wei, a business partner at baby tree, said the era of consumer upgrading has brought unprecedented opportunities to China’s maternal and child family industry, while giving the industry more responsibility.
In general, the consumption of maternal and infant industry upgrade in Cenozoic mother’s parenting needs to upgrade, growing middle class brand recognition after the upgrade, all channels on the basis of scene consumption upgrades and big data driven by consumption decisions.
7. Second-hand and Shared
The rapid spread of the Shared economic concept in 2017 makes the capital investment in the “Shared” consumer market more and more. The mother and baby industry has welcomed the new blue sea in the market of mother-to-child rental market with the concept of sharing.
Some baby TongZhanPin just needed is also easy to spare, and maternal and child supplies relatively expensive, maternal and infant rental market seems to be the new “incremental market”, the maternal and infant retailers are involved in maternal and infant leasing. For example, the “rent-a-buy” platform and the first high-end maternal and baby rental rental in China.
However, the gap between the credit system and health problems and the concept of consumption is still in doubt.
8. Product service thinking
The new retail nature still needs to follow the core requirements of retail, to realize the upgrading of service and experience on the basis of people-oriented. In the case of the mother-to-child industry, it is essential to rely on truly emotional products to achieve breakthroughs in new retail. Maternal and child users to make use of high quality products and service maintenance, make from user as soon as possible in the lowest price, required to achieve a better product or service to quickly take the maternal and infant market under the trend of consumption upgrade.
Maternal and infant industries are relatively highest sensitivity of electricity industry, as the maternal and infant consumption grows, quality has become the primary focus of the user to select mother and baby, and the service experience is important winning a magic weapon of maternal and infant electricity industry. Quality products are received, and good service and experience are used to ensure that the user is not lost.
9. Full channel
In July, jingdong supermarket announced that the 2017 mother-baby category will open the “4 +” plan, which is to comprehensively upgrade the four aspects of cooperation, model, channel and marketing. Among them, the online and offline development strategy, as the focus of the “4 +” industry, has triggered an ecological change in the maternal and infant industry.
To forge a “jingdong offline layout plans to upgrade quality + online channels all + + extreme experience” maternal and infant new retail integration solutions, meet the demand of new retail model of the whole closed-loop experience to upgrade.
And the new retail rush, the big mother and baby e-commerce to enter the offline channel construction. According to liu nan, CEO of honeybuds, the latest round of financing for the mother and baby, the honey bud will enter the new retail store in a comprehensive way after completing this round of financing. Suning’s 2.0 stores have accelerated to the offline and are planning to break through 2,345 stores by 2020.
It can be seen that one of the key factors in the development of the new retail model in 2017 is how to integrate online and offline effectively so as to meet the needs of parents.
10. The rise of the children’s clothing market
Compared with clothing categories such as men’s and women’s clothing, China’s children’s clothing industry started late. The new round of retail reform in 2017 makes the children’s clothing market a new growth point in the product category of maternal and infant products.
As the second child open and consumption upgrade, cic advisory issued by the China children’s wear market in 2017-2021 investment analysis and prospect forecast report is expected, in 2017 China children’s wear industry market scale will reach 159.7 billion yuan, in the next five years (2017-2021), the average annual compound growth rate of about 8.05%, in 2021 China children’s wear industry market scale will reach 217.7 billion yuan.
Therefore, this year is what the industry calls “the beginning of the year of the children’s clothing market”, and as each brand has been in the market of the children’s clothing market, it will enter into a new stage of competition in the children’s clothing industry in 2017.
The above ten key words encapsulate the theme and direction of the development of the maternal and infant industry in 2017. Maternal and infant industry is filled with great rigor and fine professional attributes, according to ten key words to make the market strategy adjustment and operation of the layout of the reset is each big maternal and infant retailers to meet development of maternal and infant industry “the second spring” important paths.
In 2017, in the first year of the new retail upgrade, the mature development of the new retail + mother and baby industry is destined to be spent in exploring and being able to move forward.