How To Return To The Consumption List Of Young Mothers By "New Force Of Consumption"

The CBME pregnancy baby show and the fashion parenting all media recently released the 2019 survey report on the new consumption force of childcare (hereinafter referred to as the "report"). The report released ten major trends in understanding the consumption life and scenes of young mothers, and pointed out that "integrators", "innovators" and "influencers" will become the leaders of the maternal and infant industries in the future.

The report surveyed 7196 young mothers in 33 provinces, municipalities and autonomous regions, of whom 29% were mothers of second babies. The survey shows that:

Online and offline two is not wrong, 90% prefer mother to child shop / maternal and child general merchandise channel.

Half of the consumers purchase mother and baby products through 3-5 channels.

Consumers are becoming more mature and "critical".

Mothers are "often anxious", and emotional and content are linked with consumers.

The higher the income consumers are, the more willing they are to spend time.

Acquaintance circle shopping is becoming popular.

More and more consumers pay for domestic brands.

Online and offline two is not wrong, after 90 prefer maternal and child shop / maternal and child general merchandise channel.

The report shows that: Nowadays, online and offline shopping channels are increasingly diversified, and multi-channel shopping meets consumers' demand for consumer scenarios. When mother / baby stores / maternal and child general merchandise stores and integrated e-commerce are taken as mainstream consumption venues, we can see that 90% of consumers prefer this kind of consumption scenario.

Source: "2019 survey report on fashion consumer" new power of consumption "

　　 Half consumers buy products from mother and baby through 3-5 channels

From the perspective of shopping channel preferences, 51% of consumers often compare the price of different channels in shopping, seeking the most cost-effective price. Most mothers and infants consume 3-5 (54%) channels, followed by 2 channels (36%).

Source: "2019 survey report on fashion consumer" new power of consumption "

　　 Consumers are becoming more mature and "picky".

From the point of view of consumption motivation, the majority (88%) of mother and infant consumers think themselves "shopping more rational", and 56% of consumers think themselves "impulse shopping frequency reduction".

Source: "2019 survey report on fashion consumer" new power of consumption "

　　 Build up bonds with mothers' "constant anxiety" emotions and content.

Another noteworthy trend is that mothers in this consumer group account for an overwhelming 96% of their mothers' anxiety. Mothers who are "anxious" often account for more than 29%.

This generation of new parents is generally worried about their children's education and development. For mothers of children of any age, food safety and accidental injuries are the top 3 concerns. For small month old parents, feeding problems and sleep problems are most serious.

The more willing consumers are, the more willing they are to spend time.

It can be seen from the data that the higher the income group is, the more time they care about the cost, the more they prefer to spend on the platform that can save time and cost.

Source: "2019 survey report on fashion consumer" new power of consumption "

　　 Acquaintance circle shopping is becoming popular.

Young consumers are faced with a big environment where information explosion is not good, but they are too numerous to choose. Based on the promotion and evaluation of interpersonal relationship networks, it is easier to get trust. Social marketing, which is used to spread and drain social media through social media, will become a big growth point in the future. At the same time, social marketing will play a more important role in the group of mothers.

　　 More and more consumers pay for domestic brands.

In recent years, domestic brands have been on the rise, and the national consumer confidence in domestic brands has picked up. Among them, children's clothing / children's shoes, diapers, toys / books are 3 categories of consumer brands that are favored by consumers, and are more suitable for Chinese babies, word of mouth and quality safety.

　　 Future enlightenment

According to the report, the future of the mother infant market needs more industry's integrated thinking. Through the interaction of professional knowledge, planting grass content and temperature, it will diversify the layout of the whole channel, understand the consumer's decision-making path and seize the opportunity of marketing link. Practitioners also need to always maintain their sense of innovation and establish a "temperature" connection in their lives for the next line of communication.