Policy bonus + crowd iteration + consumption upgrade


　　The expansion of the maternal and infant market is accelerating, and emerging brands are surging

　　On March 30, Babytree Group released its 2021 performance announcement. During the period, revenue increased to 281.8 million yuan, a year-on-year increase of 32.8%; gross profit was 170.7 million yuan, a year-on-year increase of 77.0%.

As a senior enterprise that has been deeply involved in the maternal and infant industry for 15 years, behind the steady growth of Babytree, it reflects the vigorous development of the maternal and infant market.

　　On March 28, the State Council issued a notice to establish a special additional deduction for personal income tax for the care of infants and young children under the age of 3.

This policy is a microcosm of the government's support for the development of the mother and baby industry.

In the past two years, relevant departments have successively issued a number of policies related to encouraging childbirth, such as comprehensive three-children, accompanied by implementation measures.

Under the continuous policy catalysis and the general trend of consumption upgrading, the maternal and infant market continues to accelerate and expand.

　　The market continues to expand

　　According to the "China Maternal and Infant Industry Research Report" released by iResearch on March 28, China's maternal and infant consumption scale will reach 3,459.1 billion yuan in 2021, and by 2025, China's maternal and infant market will reach 4,679.7 billion yuan.

　　Xinchao Media released the "Maternal and Infant Industry Insights and Marketing Strategy" report, showing that the size of my country's infant milk powder market increased from 187.3 billion yuan to 257.8 billion yuan in 2017-2019, with an average annual compound growth rate of 17.32%. In 2022, my country's infant milk powder market The scale can reach 354.6 billion yuan.

The market size of complementary food for infants and young children maintains a compound average growth rate of 10%, and the size may exceed 50 billion yuan in 2022.

　　The iResearch report shows that China's maternal and infant market has gradually developed from a single channel, scarce commodities and simple demand in the 1990s to today's online and offline omni-channel operation, rich commodity categories, professional products, independent design, and diversified demand. , the main consumer force has gradually changed from the post-70s to the post-90s over time.

　　More and more post-90s and post-95s have become parents and mothers. They have transformed from traditional and strict parenting methods to scientific and refined parenting. At the same time, relying on the convenience of information in the digital age, they are better than "seniors" in raising children. Pay more attention to science, and demand is more refined.

　　Some industry experts believe that with the change of the main consumer groups and the deepening of the concept of refined parenting, the recognition of high-quality maternal and infant products and the consumer demand for refined maternal and infant products continue to increase.

In the future, the maternal and infant market will develop towards high-end, refinement and individualization.

　　The rise of cutting-edge brands

　　In terms of consumption habits, young parents will take the initiative to obtain relevant information through vertical apps such as Mommy.com, Babytree, and Kinbaby, or comprehensive search tools.

At the same time, the comprehensive maternal and infant e-commerce platform has become the most important shopping channel for consumers, and almost all maternal and infant consumers have the experience of purchasing maternal and infant products online.

　　It is worth noting that, with the help of the development of mobile Internet and the channels of e-commerce platforms, domestic emerging maternal and infant brands have risen rapidly in recent years and continued to gain market favor by virtue of their own product innovations. won a place in.

　　According to Tianyancha data, as of now, there are 8.95 million mother and baby related enterprises in my country.

Among them, the enterprises established within 5 years are the most, accounting for nearly 70%.

　　The number of emerging mother and baby brands on e-commerce platforms has also risen rapidly.

In 2020, there will be nearly 5,000 new mother and baby brands on Tmall, and JD.com will account for 26% of the new mother and baby brands within a year.

In 2020, Tmall's maternal and child parent-child industry will add 33 new brands with over 100 million yuan, of which 5 are emerging brands; in 2021 Tmall's Double Eleven maternal and infant brand sales rankings, emerging brands Babycare, Keyoubi, etc. On the Top3 list.

　　In the segmented market, in the category of supplementary food, cutting-edge brands have occupied half of the country, leading the development of the category; in the categories of toys and baby strollers/safety seats, cutting-edge brands also account for 30%+ of the number.

　　Seize the market segment

　　Grabbing emerging market segments and owning a new ecosystem is a typical path for emerging maternal and infant brands to come out of the circle.

For example, the Bebebus brand uses colorful patterns in product design, uses Chinese national element patterns, emphasizes original domestic products, and focuses on product quality and research and development.

The Bruco brand focuses on the "large particle" market and creates "China Lego" to win growth opportunities for itself.

Babycare has an in-depth insight into user needs, from a niche category of waist stools with low market concentration to the mother and baby track, and creates explosive products through technological transformation; continues to develop high-value new products, and uses a unified image in communication to strengthen brand awareness .

Through category expansion, sales will increase, and the upgrade from a single category to a solution will be realized.

　　New and cutting-edge brands have emerged from the online emerging ecosystem, and at the same time, they are also actively deploying offline markets.

The baby food supplement brand Akita Manman announced that it will expand its offline market layout and enter offline channels such as mother and baby stores and supermarkets after completing its Series A financing of tens of millions of dollars in 2021.

Babycare is also making a global market layout, announcing that it will jointly build 100 mobile mother and baby rooms in more than 100 transportation hubs and hospital venues in 8 provinces and 18 cities across the country.

　　Some industry experts believe that the rapid development of new and cutting-edge brands has injected new vitality into the traditional maternal and infant market, but it is necessary to truly improve their product strength in order to continue to gain market favor.

　　Reporter: Yang Ranran