The maternal and child industry observation research team recently released the “Mother and Child Industry Investment and Financing Reportâ€, showing that in the first half of 2017, there were 108 related investment and financing in the maternal and child industry, and the financing amount exceeded 7 billion yuan. The maternal and child industry observation research team believes that the “mother economy†is showing growth and will become a trillion market in the future.
In 2016, China’s new birth population was 18.67 million, an increase of 11% over 2015. The maternal and child industry ushered in the second demographic dividend and the market size continues to expand. It is reported that in 2016, 54% of maternal and child business sales actually increased by more than 20%.
The maternal and child industry observation research team recently released the “Mother and Child Industry Investment and Financing Reportâ€, showing that in the first half of 2017, there were 108 related investment and financing in the maternal and child industry, and the financing amount exceeded 7 billion yuan. The maternal and child industry observation research team believes that the “mother economy†is showing growth and will become a trillion market in the future.
Traditional brands squeeze into the maternal and child market
With the rapid growth of the maternal and child industry market, more and more traditional brands will reach out to the maternal and child industry.
Shanghai Jahwa launched a nursing product for newborns three years ago, and its sales have reached the second place in newborn skin care and bathing. Recently, Shanghai Jahwa has invested in the acquisition of the British feeding brand Tommee Tippee.
Ye Weimin, deputy general manager of Shanghai Jahwa United Co., Ltd. introduced: China's maternal and child market is very large, and more than 16 million newborns and escalating consumer demand each year require a large number of quality products. At present, the main force of the mother's main army after 90, high income, high education, their demand for baby consumption has become the driving force for industrial development.
Dahua Le Orange, the “big coffee†in the field of video security, also expanded “video+†to the maternal and child industry and launched artificial intelligence parenting companion robots. Dahua Le Orange staff introduced that “Video+†is divided into three layers based on the demand pyramid. The bottom layer is video + security service, the second layer is video + commercial value-added service, and the top layer is video + home value-added service. Upgrade to provide medical care for the elderly and children.
Although traditional brands frequently enter the maternal and child industry, they have encountered various problems in the process.
When the home textile brand Luolai Home Textiles first tested the water mother and baby industry, according to the traditional home textile business model, a number of maternal and child stores were opened. It was found that this business model is difficult for the store to “liveâ€. After a series of adjustments such as changing business models, enriching product lines, and expanding experience homes, the performance has doubled.
Zhu Fang, director of Luolai Children's Business Department of Luolai Life Technology Co., Ltd. told reporters that single home textile products are difficult to meet market demand. Luolai children have gradually transformed from "children's home textiles" to "children's life" focusing on ecological circle construction in the past year.
Yang Deyong, the founder of “Mother and Baby Industry Watchâ€, believes that due to the decentralization of information channels, the number of brands in the post-80s and post-90s is more and more, and the formation of loyalty is very difficult. Consumers’ perceptions of brands have changed, and the uniqueness of the maternal and child industry’s one-year-old market and the limited life cycle of maternal and child consumers make it harder to make a brand in the maternal and child industry than in other industries. In recent years, e-commerce and convenience stores have grown strongly, and consumption in traditional hypermarkets has grown slowly. “We often communicate with some of the more classic brands. In fact, they have a strong sense of brand aging crisis. In addition, the online and offline retail channels, brand communication and shaping methods have also changed, all brands are trying to make an attempt. Rediscovering a certain balance, and re-understanding and combing the mother-infant 'channel' becomes very important."
Consumption upgrades promote cross-border cooperation
As the maternal and child market continues to expand, various maternal and child products exhibitions attract more and more companies.
The 2017 CBME Pregnancy and Children's Show and Children's Wear Exhibition held recently held nearly 4,000 participating brands. Ma Ying, the managing director of UBM, the parent company of CBME, and the vice president of UBM Asia, said that in the past, the maternal and child products of international brands will be selected first in the European and American exhibitions. However, in recent years, these international brands have paid more and more attention to the Chinese market. To improve, there are more and more products that make world premieres in Chinese exhibitions.
Zhongmei, the general manager of Kidsland China, which cooperates with well-known brands such as LEGO and SIKU, believes: “From the new exhibitors who are exhibiting every year, we can feel that the world has now put the focus on the Chinese market, and many companies are considering it. We have customized some quality products for the Chinese market to meet the needs of Chinese consumers. At the same time, China's consumption concept is also upgrading. The functions of the exhibition are not only display and purchase, but also deep cooperation across borders."
As Zhongmei said, cross-border cooperation has become very common. Zhang Weixing, vice president of the Central Digital Culture, told reporters that after winning the Disney IP, they used AR technology to re-present the well-known animated images of Transformers and Little Ma Baoli in the children's field of vision in the form of AR real-life interaction. +IP" new gameplay.
For such emerging technology companies, many well-known brands choose to cooperate in depth, not just buying and selling. For example, Zhang Weixing said that in the negotiation and communication of cooperation, Yili Ranch proposed to turn his scene into the background of the globe, and Chenguang Stationery wanted to become the supplier of AR picture book pen.
Cross-border layout of the maternal and child market, the company to achieve breakthroughs not only the above. Mobile mother and baby community platform hot mom helped to complete the D round of financing in early 2017, Suning Yunshang became its exclusive strategic investor; baby mother tree service platform baby tree last year received Fosun Group led more than 3 billion yuan, the two sides began A series of cooperation from the big health field to the upstream and downstream of the industry.
According to Wang Changying, president of Fosun Ventures, Fosun can analyze the products needed by the market based on the big data of the baby tree, and then use the internationalization ability of Fosun's global project mining and product mining to develop and integrate at home and abroad. Find and meet the needs of household consumption. "The key to the cooperation between the two parties is to find out how the rhythm of global excellent product resources can be consistent with the effective customers and the effective needs of customers, and even find a better combination point." Wang Changying said.
According to the “Mother and Infant Industry Investment and Financing Data Report†released by the “Mother and Baby Industry Watchâ€, in 2016, the maternal and child industry projects received 170 related investment and financing, an increase of more than 30% year-on-year, with an average of 14 per month.
Zhao Xiang, assistant to the president of the “Innovative Entrepreneurship Service Platformâ€, believes that after the birth of the Internet era, the younger generation’s parents have higher education levels, higher income levels and consumer awareness than the previous generation, and the baby market belongs to Subrogation consumption (separation of purchase subject and consumer subject), many purchasing power comes from family or gift giving, although the entire market belongs to the Red Sea industry, but also belongs to the evergreen industry.
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