On April 10th, Jingdong and the 21st Century Economic Research Institute released the “2017 China Maternal and Infant Online Consumption Trend Reportâ€, based on the 2016 maternal and child category sales data, combined with the research and analysis of nearly 1,000 maternal and child commodity users, to comprehensive The consumption upgrade brought by the rise of the two-child and middle-class families is the entry point. The track of the mother-child consumption of urban families after the implementation of the comprehensive two-child policy is tracked, and the panoramic map of Chinese mother-infant online consumption in the “two-child era†is presented.
According to the report, more than 78% of households indicated that they are willing to give birth to “two children†under conditions, and the fertility willingness of the fifth and sixth tier cities is high; it is reflected that the maternal and child market will bring out the second child dividend in the fifth and sixth tier cities, first and second tier cities. Enjoy high-end consumption trends; after 90s, 70 new users grow fast, the role of milk dad raises children; knowledge-based parenting consumption gradually becomes "just needed", middle-class families pay more attention to intellectual consumption; 92% of users pay more attention to quality, nearly half of users are promoted The impact, the pursuit of high cost performance; 60% of users choose a big brand, "mother economy" into a blue sea.
Market: Two-child dividends broke out in the fifth and sixth tier regions, and high-end consumption in first- and second-tier cities
Driven by the growth of the birth population and the upgrading of consumption, the 21st Century Economic Research Institute predicts that the size of China's maternal and child market will continue to rise in the next five years, and is expected to grow at a rate of no less than 16% per year to the overall market by 2020. The scale is over 4 trillion.
In 2016, as the first year of “Comprehensive Two Childrenâ€, the number of newborns in that year increased by 1.31 million more than in 2015. According to the National Health and Family Planning Commission, the annual birth population during the 13th Five-Year Plan period will fluctuate between 17 million and 19 million.
The survey data shows that the traditional concept of fertility has changed. More than 78% of households said they would like to have "two children" when they are in a condition, and "hope to have one child and one woman." Nearly 11% of households said that “it is enough to have a daughterâ€, while only 9% of families who think “there is a son is enoughâ€. Among the middle-class consumers represented by Jingdong users, the concept of “nurturing children and preventing old age†has changed.
Encouraged by the comprehensive two-child policy, maternal and child consumption in the central and western regions has grown rapidly, and the five- and six-tier cities have increased greatly. They are led by consumption habits in first- and second-tier cities, and huge market dividends will break out. In the first-tier cities where housing prices, education, and medical care are highlighted, people's fertility will decline year by year, but the maternal and child consumption base is huge and presents a high-end trend.
Data show that in 2016, the fastest growing year-on-year sales of maternal and child products were in Guizhou, Gansu, Xinjiang, Guangxi, Hebei and other provinces. This is related to the high fertility willingness of the 5th and 6th tier cities. The survey shows that the highest proportion of the “conditional willing to have two children†is the urban and county-level areas, accounting for 88.94%.
The prices of maternal and child goods in developed areas such as Beijing, Shanghai and Zhejiang are among the highest in the country. In 2016, Zhejiang replaced Shanghai and became the region with the highest cost of raising the baby. As the “most dare to live†province in Shandong, the per capita consumption of mother and baby in 2016 ranks among the top ten. Beijing fell from the third place in the cost of raising baby in 2015 to the seventh place, while Fujian rose from the seventh place in 2015 to the third place in 2016.
According to the different levels of economic development, the willingness to maternal and child consumption has obvious regional characteristics: users in urban and sub-county areas are most concerned about “big packaging†and “efficient and safe delivery serviceâ€; non-provincial cities are most concerned about “low priceâ€. "Genuine quality assurance"; the provincial capital city is most concerned about "imported brands that can't be bought offline" and "big packaging"; first- and second-tier cities such as Beishangguang are most concerned about "efficient and safe distribution services" and "authentic quality assurance."
User: After 70, 90, new users grow faster, milk dad childcare role promotion
In 2016, the Jingdong platform's radiation protection suits, pregnancy nutrition, maternity wear and other pre-production categories, waiting for production/new birth and other pro-product categories and monthly sub-assemblies increased significantly, S-type sales increased nearly 4 times year-on-year, and the number of users increased nearly 3 times. The number of new customers is huge.
Among them, the post-70s and post-90s populations grew faster. The proportion of new users after 90% was 15% higher than that of the whole station. After 70%, the proportion was 14% higher than the whole station. After 90, the rate of network access is higher, and it is more dependent on online shopping methods. According to the age, some of the 70 mothers belong to the second child family.
Among all categories, breast pumps have sprung up, sales have increased by nearly 50%, sales have nearly doubled, far higher than the industry average growth rate. From the analysis of its sales data, users in Beijing, Guangdong and Zhejiang are most concerned about breastfeeding. Most of the mothers in economically developed areas are working women, and their breastfeeding period has often resumed work.
With the renewal of the role of the two sex families and the concept of parenting, the father’s parenting participation is getting higher and higher. In 2016, the proportion of male users who purchased maternal and child products increased significantly. In Guangdong, Beijing, and Shanghai, the proportion of male users increased from 29%, 33%, and 31% in 2015 to 50% in 2016, respectively. %, 50%, and the proportion of women is basically the same.
Brand: Sixty percent of users choose big brands, "mother economy" into blue sea
According to the survey, users have higher brand loyalty to maternal and child products, and more than 60% of users insist on purchasing used brands. In terms of brand selection, users who choose “high-priced well-known brands†account for the highest proportion, reaching 61%.
Among the income groups, the annual income of 200,000 to 500,000 users chooses the highest proportion of “high-priced well-known brandsâ€; users with annual income of more than 500,000 are also willing to try new brands; users with annual income of less than 100,000 are More choices are "general brands with a price centered"; users of all income groups who choose "cheap brands with low prices" account for less than 1%.
High loyalty drives the rapid growth of brands with good user experience every year. Taking diapers as an example, in 2016, the three major diaper brands, Kao, Curiosity, and Pampers accounted for more than 70% of JD's diaper sales. From 2011 to now, curious sales have increased by 26 times, Pampers has increased by 24 times, Kao has increased by a hundred times, and the three brands have become the “kings†of diapers.
"Infant" has been fiercely competitive, and the "mother" is still the blue ocean. High brand concentration creates a strong market head effect. The TOP5 brand sales of diaper wipes accounted for about 80% of all brand sales, and the brand concentration was high. Other categories are between 40% and 70%, and the mother area is only 20% to 30%. In the maternal and child market, the brand concentration of maternal products is not high, and the new brand has a large room for growth.
From the user's habit of choosing a maternal and child brand, the higher the safety sensitivity, the higher the brand loyalty. The brand loyalty of safety seats, milk powder and toys is high, and nearly 80% of users only buy one brand. In contrast, users in the choice of toiletries, nutritional supplements, feeding supplies, brand concentration is low, leaving a large room for development of emerging brands.
New trend: knowledge-based consumption becomes “just needâ€, middle-class families pay more attention to intellectual consumption
Compared with the strong growth of just-needed items such as infant milk powder and baby diapers, early education tools, maternal and child clothes, and musical instruments have become new hotspots for consumption. These categories are among the top growth in maternal and child new users in 2016.
At the same time, orders for newborn nutrition supplements such as DHA and fish oil increased in a month-by-month manner in 2016. This shows that the concept of scientific parenting is deeply rooted in people's minds, and knowledge-based parenting consumption has gradually become “just neededâ€. In particular, after entering the “peak season†of birth after October, some categories have multiplied. Affected by the enrollment month, more and more parents hope that the child will be born after September, so the actual age of admission is larger than the legal age of admission, to ensure that the child does not “fall behindâ€.
In addition, households with different income levels are more concerned about intellectual consumption. The most important thing is middle-income families with incomes of more than 500,000 and 200,000-500,000. Among them, households that believe that “intellectual consumption cannot be saved†account for more than 50%.
Consumption concept: 90% of users pay attention to quality, and nearly half of users are sensitive to promotion
Quality is the primary keyword for maternal and child consumption. Compared with other categories, the most important factor for the concern of mother and child consumers is “authenticâ€, accounting for more than 90%, followed by “delivery serviceâ€.
Under the premise of quality and brand guarantee, users are biased towards “good value and low price†and seek high cost performance. The promotion sensitivity of maternal and child users is 15% higher than the sensitivity of the whole station promotion. First-tier cities such as coastal cities with economic development and information access, provincial capital cities, and Beishangguangshen are more sensitive to promotion. More than half of the users are affected by the promotion. The user's shopping habits are 46% of the consumers who buy "just buy" and "buy in advance".
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