MindMap Gallery 2021 maternal and infant industry analysis mind map
Regarding the 2021 maternal and infant industry analysis mind map, maternal and infant industry analysis and market consumption trend research report, including market status, maternal and infant consumer portraits, new generation parents, consumer behavior and attitudes, etc.
Edited at 2023-11-17 16:28:34This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
Maternal and infant industry analysis
Imported maternal and infant consumption trends
Precision feeding
Pregnancy dignity under the "face economy"
Early education puzzle
organic food supplements
Multi-dimensional scene care
Upgrading comfort and convenience during "lazy house" during pregnancy
Baby store, etc.
New trends in mother and baby
About changes
"Low growth rate and high quality" bring the possibility of "intensive farming" to the maternal and infant industry.
The increase in the migrant population and independent small families formed by new parents have added more necessity to the maternal and infant industry.
The normalization of the epidemic accelerates the online adoption of maternal and child care
Digital capabilities are the focus
Goods Services Industrial Eco-Economy
offline
Many maternal and infant retailers use offline activities as social media to quickly establish good trusting relationships with customers by providing help and solving parenting problems, building a membership system, and increasing the stickiness of member users.
on-line
Provide maternal and infant information content services related to pregnancy and medical knowledge such as maternal and infant knowledge Q&A, expert online consultation, etc., to achieve effective traffic drainage, and ultimately achieve profitability through membership and traffic monetization.
Need attention
Product segmentation
Diversification
Quality
High-end
"Dear baby"
Features
The online maternal and infant platform promotes the transparency of the entire industry through [content, tools, and community], allowing more parenting family groups to concentrate online
Qinbaobao is the only maternal and infant platform in the country that comprehensively covers family user groups.
Focus on specialization
"Pure environment" "Strong purchasing power"
development stage
Stage 1: Grow from a photo album tool to a parenting platform
Stage 2: Transform into a maternal and infant platform with huge space for consumer goods
model
brand advertising model
After screening the brands, promote them on the platform to achieve the effect of monetizing traffic.
Free brand model
moat
Accurate traffic
Due to its high user quality and family-based characteristics, it has a strong purchasing power that is different from other maternal and infant media.
Content customization
focus
In an era that pays more attention to quality and experience, the needs of the maternal and infant population and the trust in vertical media force brands to find appropriate traffic to reach and communicate, and gradually extend based on user insights on the basis of digital marketing. Launch new products and services.
Research report on consumption trends in maternal and infant market
market situation
Number of people
The birth rate has dropped, but the total number is still considerable;
Spending power
Upgrading of consumption power and consumption quality stimulate the maternal and infant market to continue to rise
Newborn parents
A high proportion of young and highly educated parents advocate scientific child care, and refined feeding brings more refined demands in the maternal and infant market.
Pain point: Lack of parenting knowledge
trend
High-end
streamline
Function segmentation
Diversified application scenarios
personalise
Product trends in different categories
Milk powder category trends
The lifeline of the category is extended, and the applicable groups are more refined.
The trend of high-end products continues to lead the development of the milk powder category market
Diaper category trends
The segmentation of trial scenarios brings new impetus to category growth
Wide application of new functional materials and new technologies
Be exquisite and good-looking
Supplementary Food Category Trends
The era of refined feeding is coming
children's condiments
Serves as a health refueling station
Customization may become the next growth point of baby food
Baby products category trends
There is a strong demand for washing and care products for middle-aged and older children, and the trend of product refinement is obvious.
The demand for educational and educational toys for early childhood education is increasing.
Artifact becomes the keyword
Top 8 growth in demand for children’s maternal and infant products
early childhood education
children's playground
children's snacks
Children's digital
Children's skin care
Children's cars
children's milk powder
Water cup/kettle
Maternal and infant consumer portraits
Age range: Post-90s generation is the main force of consumption
Education: More people have a bachelor’s degree or above
Occupation situation: More working parents
new generation parents
parenting philosophy
Learning parents: grow with their children in the process of raising children
Try our best to provide the best quality of life for our children
Advocating scientific parenting methods
Points of difference in raising children across generations: food, clothing and education
parenting anxiety
Anxiety about parents’ time squeeze and financial pressure
Anxiety caused by lack of parenting knowledge and experience
Choice anxiety caused by numerous products and varying quality
Parenting content
Early accumulation of parenting knowledge
Content preferences
Maternity and baby product trial evaluation 61%
Parenting live class 56%
Unboxing review of maternal and infant products 56%
Good stuff recommended by parenting experts 54%
Parenting Encyclopedia 45%
Consumer behavior and attitudes
Consumer goods
eat
type
Milk powder 83%
snack
Complementary food 55%
Nutritional products 56%
condiment
Follow content
Nutritional function 61%
Security 59%
Material/composition 43%
Brand 35%
Specifications/Capacity 31%
wear
type
children's clothing and shoes
Bath towel saliva towel
baby bedding
Newborn shoes, socks and hats
focus
Nutrition/Function 61%
Security 59%
Material/composition 43%
Brand 35%
Specifications/Capacity 31%
use
type
Diapers 81%
Bath products 58%
Wet wipes/cotton wipes 55%
Baby Care 53%
Laundry supplies 52%
Follow content
Security 54%
Material/composition 52%
Comfort and skin-friendly 51%
Brand 31%
Durability 29%
Play
kids toys
Infant lathe
Follow content
Safe and odorless 63%
Develop intelligence 63%
Develop hands-on skills 59%
Difficult to swallow 51%
Material is easy to fall 47%
Mother and baby services
medical health
Mother and baby care
Early education and entertainment
Mommy products
Consumption proportion
Online 73%
Online and offline overlap 91%
the way of buying
Segmentation
E-commerce
shopping mall
Follow content
Peace of mind / peace of mind
Worth relying on
second child family
Advantage
The mentality and energy investment are more relaxed
worry
Afraid of the child getting sick or not taking good care of the baby, worrying about problems
Want the best for your children but lack guidance
Maternal and infant products on the market are being updated, and sometimes you don’t know how to choose.
When consumption iteration takes off·The 7th Global Mother and Baby Conference 2021
Diversified scenarios, diversified needs, diversified channels, and diversified content
Build a complete marketing system
1. Build a solid marketing infrastructure
2. Build a marketing center within the enterprise itself
Data center
Content center
Network-wide public opinion monitoring
brand strategy
3.1 Build a content marketing position
Content in a broad sense, from word-of-mouth marketing, video marketing, KOL marketing, to ORM marketing, ePR, Bilibili marketing, to Xiaohongshu marketing, maternal and child community marketing, Zhihu marketing, etc.
3.2 Embed marketing into the operating network
Product system, offline stores, dealer system, logistics system, industry big data, etc.
The traffic dividend of channels has long since disappeared, and cheap and high-quality traffic no longer exists. Against this backdrop, marketing has shifted from traffic resource ROI-oriented to a new era of Internet marketing that is operational content-oriented.
Eight major changes in marketing in the future
Media integration goes deeper
Social shopping guides run through public and private domains
Scenario marketing accurately detonates
Content marketing strengthens shopping mentality
Diversified empowerment of live streaming e-commerce
Short videos stimulate users’ desire to buy
Brands are becoming younger
E-commerce social platforms join forces