Mother and infant consumption accelerates online migration, baby tree and other one-stop maternal and child platforms enter the outbreak period?

Recently, Nielsen, a well-known market monitoring and data analysis company, showed that although offline maternal and infant stores are still the main channel of maternal and infant consumption market, online consumption growth is more rapid, far higher than the growth rate of line%. < / P > < p > in fact, affected by the epidemic situation, consumption upgrading and other related factors, the main categories of mother and infant, including infant milk powder and diapers, are showing a trend of online channels and product differentiation. At the same time, the relevant maternal and infant Internet platforms accelerated market penetration, and the number of users ushered in growth. For example, in the first half of 2020, the number of Maus active on the platform exceeded 103 million in the first half of 2020, and the number of Maus of the flagship product baby tree breeding app was 20.4 million, and the average retention rate of the next month increased to 65.2%. There is no doubt that the epidemic situation is an important reason to accelerate the offline maternal and infant consumption to online migration. It shows that in the first quarter of 2020, the new generation of consumers after the mother and child consumption line gradually become the main force of mother and child consumption, and these user groups also constitute the main user groups of Internet mother and child platform. According to the report of Bida data, more than 80% of users aged 25-35 years on H1 baby tree platform will become younger in 2020. The iteration of < p > < p > users affects the transformation and upgrading of the whole maternal and infant industry. Driven by the demand of the new generation of consumers, the mainstream categories of mother and baby show four trends: online channels, fine differentiation of products, localization of brands, and high-end consumption. For example, in terms of infant milk powder, the proportion of offline maternal and infant channel sales is still the largest, but the growth rate of e-commerce channel sales is the fastest. Among them, the consumption channel of baby care products has been rolling forward for one year. Compared with the same period last year, the share of e-commerce channels increased from 32.5% to 42.9%, and the sales growth rate reached 50%. In terms of products, relevant enterprises began to focus on the fine differentiation of products to attract new generation of consumers. < p > < p > for example, while focusing on online channels, maternal and infant products enterprises pay more attention to the composition, function and quality of their products. For example, infant milk powder brands emphasize organic and natural ingredients; baby diapers emphasize soft and breathable quality features; baby washing products emphasize natural, protective, soothing and other functional features. In addition, in the maternal and infant consumer market, the sales of domestic brands of maternal and infant products, such as baby care products, baby diapers, etc., also showed significant growth, and the market share was further improved. < / P > < p > in addition, it is worth noting that the trend of online transfer of maternal and infant consumption has not only led to changes in the consumer market of infant products, but also led to the development of family consumer goods, online early education and other product categories. According to the data disclosed by Baobao tree platform: after the outbreak of the epidemic, the sales of cleaning products, cleaning care and nutrition products ranked first in Baobao tree station. In addition to cleaning products, intelligent cleaning appliances such as mite remover, vacuum cleaner and sweeping robot have also become hot purchasing categories for Baoma. At the same time, the content of family health, early education and parent-child interaction increased significantly. < / P > < p > shows that the preferred channel for mothers and infants to acquire parenting knowledge is vertical maternal and infant app. The main reason is that in the vertical category of maternal and infant app, the communities gathered by Baoma and baopa communicate and share experience with each other, providing one-stop service for parenting parents, so it has become the first choice for parents to relieve pressure. < / P > < p > the sharp increase in user demand also brings about a substantial increase in the number of users of baby tree, honey bud and other related maternal and infant platform enterprises, especially mobile terminal users. According to the interim performance report of baby tree in 2020, in the first half of this year, the number of Maus of the flagship product baby tree breeding app was 20.4 million, up 7.9% from the end of 2019. < / P > < p > the innovation and upgrading of brand value, products and content are the key to attract the attention of mother and infant users. According to Nielsen research, Babytree leads the industry in terms of user recognition and usage, reputation and Recommendation Index. In recent years, baby tree has launched the creators growth system to improve the content and quantity of quality. The construction of “baby tree Research Institute” IP has created a professional science column, and carried out the evaluation analysis of the “baby tree Testing Institute”, and launched the “mother child first single” consumption closed loop mode. At the same time, WeChat, jitter and other tiktok ecological layout procedures, communities, live broadcast, short videos, etc. Multi scene, multi form user operation, build a complete grass planting and weeding link. < / P > < p > it is not difficult to see that the mobile Internet has deeply affected the whole link of maternal and child consumption, and information, emotion and commodities are all pervasive. In the next stage of the wave of mobile mothers and babies after the epidemic, the one-stop solution to meet the diversified needs of users may become the key factor to determine the market competition situation. HEALTHY LIFE