The Recovery Status and Consumption Trend of Maternal and Infant Market

First of all, the birth rate has always been a hotly discussed topic. In 2022, the number of newborns will fall below 10 million for the first time. From the perspective of the birth population of various provinces, only Guangdong has a population of more than one million, and Henan, a province with a large registered population, will not be able to give birth. Birth rates in Beijing, Shanghai and the three northeastern provinces also hit new lows. Judging from the trend, we can hardly return to the past era of high birth rate. However, we found through some platform data that there are many people preparing to conceive in the spring of 2023, and I believe that next year will definitely be better than this year.

 

In the first quarter that just passed, what is the most obvious body feeling for everyone? Compared with last year, domestic consumption enthusiasm has not been fully awakened this year. Transmitted to the level of corporate performance, 80% of the performance target is considered very good, and more than 30% of the corporate performance compliance rate is below 60%. When market confidence is low, companies will be more cautious in pricing. According to a survey we conducted in early April, 47% of companies will lower prices this year or launch more cost-effective products. In addition, 31% of companies will maintain prices. 16% of companies will raise prices, but for small and medium-sized enterprises, due to insufficient pricing power, it is difficult to pass on costs, and the pressure will be greater.

 

In terms of marketing investment, maternal and child companies are generally more rational and restrained this year. More corporate marketing expenses are the same as last year or have a slight increase. The requirements for cost reduction and efficiency increase are getting higher and higher. When there are demographic dividends, traffic dividends, and capital dividends, many companies choose to make rapid progress, but compared with the growth of scale, everyone pays more and more attention to net profit and cash flow. The only way to survive healthy is to stay on the table. Only then can the chips continue to develop.

 

To sum up, the maternal and child industry is entering a new stage of squeeze competition with low growth in sales or even zero growth and low growth in revenue and profits, and it has already begun. Of course, this sentence is not completely pessimistic. It just means that we have to face the status quo and seek truth from facts. There is no easy money to be made. In the future, we really have to fight for professionalism and long-termism.

In the new pattern, everything will be more in-depth competition around changes in consumers. We have seen the changes of current users from four latitudes:

In terms of willingness to consume, high-frequency consumption is relatively stable, but users pay more attention to cost-effectiveness. At the same time, large-scale consumption pays more attention to quality and is more rational. Non-essential consumption will reduce expenditure;

 

In terms of consumption attitude, there are more and more price-sensitive users. One word describes it as sober shopping in the world;

 

In terms of product attitudes, there are mostly ingredient parties, efficacy parties, and appearance parties. At the same time, there is also a certain market demand for niche-limited products;

 

In terms of brand attitude, the pursuit of professionalism and the satisfaction of emotional value from the brand.

 

On this basis, we have sorted out the top ten consumption value trends of mothers and babies:

First, continue to be rational and pragmatic, focusing on quality-price ratio.
Second, pursue naturalism and practice natural green sustainability.
Third, pay attention to the health of the whole life cycle, and increase the nutrition of the whole family.
Fourth, yearn for the natural countryside, enjoy life, and relax to a certain extent.
Fifth, the new parent-child relationship, equality and fun companionship.
Sixth, break the traditional motherhood, and pay attention to self-feeling and emotional resonance.
Seventh, start with early adopters, be loyal to actual results, and upgrade exclusive products and special effects.
Eighth, GenZ's cultural self-confidence, aesthetic upgrades, and technological leadership reshape the value of domestic products.
Ninth, what you see is what you get, high efficiency and convenience require an upgrade.
Tenth, experiential consumption is rejuvenated, pursuing a sense of surprise, value, and immersive experience.

 

Among these changes in consumer values, the most essential thing is that consumer demand is returning to the original, and what users really need is good. Just like Uniqlo, which many companies have mentioned in recent years, has been able to rise against the trend after the Japanese economic bubble burst. , is actually the best comment on this sentence.