Can this post-90s mother-in-law revitalize the Internet mothers and babies who can’t work in physical stores?
Editor’s note: This article from the public micro-channel number ” Koi Finance “(ID: jinlifin) , author: koi content group.
Whether to choose a physical store or an e-commerce platform? This is always a question worthy of consideration by the maternal and child industry. At the same time, it is an option that countless parents must carefully consider every day.
I have to admit that in the past few years, the performance of the maternal and child platform appears to be slightly inferior to the outside world compared to physical stores. There are many examples of cruel reshuffle by the huge market, such as Lotus parent-child、Red Kid, Honey Tao, Female Baby’s Home and Baby Tree, etc… On the other hand, when Baby Tree was frustrated last year, some media reported that a maternal and child franchisee had joined more than 1,200 physical maternity stores in 2019, among which success The rate reached 82.3%.
Although the significance of this data remains to be questioned, the mother-infant platform is often criticized by the outside world. However, is the maternal and child platform really as vulnerable as it seems? This is not the case.
Pinduoduo released the “Mother and Infant Anniversary Consumption Power Report”, stating that the platform’s maternal and infant anniversary activities are very popular among post-90s mothers. The volume of milk powder category increased by 170% year-on-year, and the volume of diaper category increased by 260% year-on-year.
Iresearch released the “2020 China Internet Maternal and Infant New Generation Research Report”, showing that in the first quarter, the Internet Maternal and Infant Market grew to 646 million monthly livelihoods. Post-95 advanced users are the mainstream users of maternal and infant platforms, accounting for over 65%.
CBNData shows that there are more than 200 million maternal and infant users in Tmall Global, among which young consumers of “post-90s and post-95s” account for more than 60%. Of course, among these data, the post-90s generation is undoubtedly the strongest. Seeing the sudden emergence of the consumption level of the younger generation, no matter where the market is, the post-90s have a certain right to speak, and as their status upgrades, can this post-90s mothers and babies who can’t be used in physical stores revitalize the Internet mothers and babies?
When exquisiteism meets four-legged gold swallowing beast
In the field of mothers and babies, the situation where physical stores have an absolute advantage is quietly changing.
Linlin is a novice mother in 1994, approaching Double Eleven, and her shopping cart is full of maternity and baby products. Living in a small remote county in a fourth-tier city, even if the surrounding living conditions are limited, she still wants to give her children the best possible. This seems to be a true portrayal of the heart of every parent, “I have also been to the maternity and infant store before, maybe because the average birth rate per person in the county isThe living level is not so high, there are still many unknown brands in the store, diapers are less than two yuan a piece, and one hundred yuan can wholesale a large bag! I don’t dare to give it to my children, so I can choose a big brand to be more assured, and it is cost-effective and convenient to buy online. “
For a long time, the post-90s’ consumer outlook has been criticized by the outside world. Excessive pursuit of exquisiteism is often the best vent and the best psychological comfort for them to express their love for life. After being a parent, their persistence to this concept has only increased. Linlin is a clear example. Although she is in a sinking market, the things she uses for babies at home, from powdered milk diapers to small toys and clothes, are big names.
Iresearch said in the “2020 China Internet Maternal and Infant New Generation Research Report”: users in the sinking market are extremely dependent on the maternal and infant platform, and the user scale is huge. It is worth mentioning that in 2020, the average monthly consumption level of maternal and infant online APP users will be more than 3,000 yuan, and even as high as 4,000 yuan at one time. Last year, data in the “White Paper on the Consumption of Post-90s Mothers” showed that the monthly expenditures for mothers and babies of post-90s mothers were more than 6000 yuan.
On the other hand, the novice parents born in the 90s have a deeper dependence on the Internet than other age groups due to their growing up environment. Shopping is just the most obvious form of expression. In addition, social and information Sharing is also a major driving force for the mother-child platform to move closer to the post-90s generation, especially during the epidemic this year.
Objectively speaking, the older generation of raising children relied on the experience of their elders.Presentation by example, talking According to legend, the new generation of parents nowadays are mostly full of doubts about the experience of the older generation. They have gradually evolved from “raising according to pigs” to “raising according to books”. In many cases, sophisticated parents are more willing to trust information on the Internet. Although the maternal and child information on the Internet is uneven, it is difficult to distinguish the true from the false, but I have to admit that the novice parents are still enthusiastic.
“Post-90s pregnant mother behavior insight reportAccording to the report, there are at least one or more maternal and child apps on the mobile phones of post-90s mothers, and even more than 50% of them are using two maternal and child apps. 98.7% of post-90s mothers have the habit of visiting the maternal and child APP communities or circles. Pregnant women must go shopping every day.
The epidemic in the first half of this year has activated the “hibernating” Internet mother and baby platform to a certain extent. In the first quarter of 2020, the active growth rate will be 35.7%, and the monthly living will increase by 646 million. Post-90s and post-95s have advanced to the mainstream of mother and baby platforms. Users, accounting for 65% of the total number of users. Among them, maternal and child information is an important driving force of the platform. On average, users use 3.2 media forms to obtain maternal and child information. Among them, short video penetration rate is as high as 74%, and live broadcast forms cover more than 44% of users.
It is obvious that when the post-90s who are surrounded by exquisiteism meet the four-legged gold swallowing beast, everything can only be good but not bad.
Physical store VS e-commerce platform, what are the mothers afraid of?
In fact, compared to first- and second-tier cities, the sinking market is the real base of physical stores for mothers and babies. This distribution is not without reason. After all, data shows that among infants and children aged 0 to 3 in my country, about 26% live in first-tier cities, and about 31% live in second-tier cities, while 43% of children are Located in third- and fourth-tier cities, counties and towns. The huge user demand has made maternity and baby stores flourish in the sinking market.
“The domestically produced diaper “Dayu” that I have never heard of, its packaging is similar to the famous Japanese diaper brand “Dawang”, and the price is not lower than the Japanese “Dawang” at all!” Linlin said helplessly . Just as Linlin is worried, there are many unknown small brands in the third- and fourth-tier physical maternity stores that frequently attack the safety line of defense in the hearts of novice mothers.
Especially in those mom-and-pop stores and individual stores. On the one hand, they sell goods, fish and eyes, and on the other hand, the shopping guide. In the first half of this year, the “big head doll” fake special medical milk powder incident in Hunan will be the physical mother and baby store. The current status of sales is fully exposed, and it is not uncommon for a sales routine similar to shopping guides to “beautify” milk powder at will.
Obviously, this tragedy has pushed many self-operated maternity and baby shops to the forefront, and has also built a chain of contempt in the hearts of prudent parents. The words that used to be commonly used in shopping guides in maternity and baby stores, such as product safety in physical stores, are visible and tangible… Now it sounds quite ironic.
Parents’ beloved sons must have far-reaching plans. This sentence contains more than a futureHopefully, there will be more current food, clothing, housing and transportation. As young people upgrade their status and gradually enter a whole new world, they are not only greeted by joy and pride, but also by confusion, confusion, and unpredictability and escape.
However, do these headaches only exist in physical stores? The answer is of course no. Looking back at the development of the mother and baby e-commerce platform over the years, user resistance and capital withdrawal are nothing but inferior products. No one dares to bet on the health of children. Related surveys show that there is 70.32. % Of users have encountered quality problems with maternal and infant products on e-commerce platforms.
From online to offline, and from offline to online… While parents are anxious, the market is also anxious. Where to go in the maternal and infant industry? No one can answer if the source problem is not resolved. After all, in the shadow of business, there will always be people who will set up unpredictable traps for their own private purposes.
Even if the post-90s consumer army presses the restart button of maternal and child e-commerce, it may not help…
There are also “clear streams” in the mother and baby track that can escape doubt?
In September of this year, the once top-rated internet celebrity papi sauce was left for 8 months after giving birth, and brought her “Monday Broadcast” back to fans’ attention. The comeback video once hit Weibo tops the hot search list, with more than 40 million views. However, click Open the video of papi sauce, both content and advertising cooperation can be attributed to the mother Infant category.
In the comment area of papi sauce’s Weibo, some netizens joked: “There is no female star who has given birth to a child.Can escape the milk powder advertisement. “It is reported that the papi sauce, which has always appeared as an “independent woman” persona, has recently cooperated with many mothers and babies to promote it. Within a short time of its comeback, it has already won the domestic children’s clothing brand yeehoo English endorsement, video creative cooperation children’s toy brand “Fisher”, on September 9, papi sauce once again became the “organic class representative” of a certain milk powder brand.
It is true that in recent years, the top Internet celebrities are no longer as rare as the rare ones. The emergence of people such as Li Ziqi and Li Jiaqi has largely impacted the status of papi sauce in the Internet. Some netizens predicted that papi sauce’s future route might evolve from a peculiar “second and middle young man” to a peculiar new era “hot mom”. In short, it is to take the lead as a “mother and baby blogger”.
This kind of speculation is not groundless. Earlier, since the media commented that the return of papi sauce was “the crisis of the first internet celebrity”, and labelled her as a new “maternal and child blogger”. From a purely superficial point of view, the transformation of papi sauce seems to be reluctantly selected under the dual oppression of personality and fearful posterity, but after delving deeper, the truth may not be so.
Even though the maternal and infant industry’s entry into the Internet has not been as smooth as expected, it is undeniable that when maternal and infants on the Internet are frequently questioned, there is still one place that has escaped the industry reshuffle like a clear stream: “Mother and infant Blogger”. Seeing a large number of Internet celebrity myths spawned in the field of beauty and food, the mother and baby track is naturally not to be outdone.
Perhaps, the fairies in the world who used to be prosperous and magnificent, have longed for Li Ziqi’s paradise, fallen into Li Jiaqi’s devil’s call, even after giving birth to a child, they still yearn to be a happy and relaxed person who can never stop with children In the sound of crying, milk powder in one hand and mobile phone in the other, walked into every good night calmly.
Statistics, on the Douyin platform, only the two topics of “Mother and Infant” and “Mother and Infant Parenting” were obtained separately2.18 billion and 260 million broadcasts, and “Parenting Experience Sharing” so far has more than 2.6 billion broadcasts. According to official data, as of April 2019, the number of mothers and babies with more than 100,000 Douyin fans has increased by 57% to over 13,000.
The heat remains high, and the ability to carry goods should not be underestimated. Take a mother and baby blogger on Douyin as an example. The account has about 8 million fans. It started uploading works in March 2018. The first video with goods started in August 2019. The current sales of the product window can be seen. A baby caress The sales volume of oil contact reached 6 million.
Only the influence of a big V on the head does not mean anything. Douyin is also a small blogger with hundreds of thousands of fans. According to the survey, an account on Douyin has only 700,000 fans, but the account’s ability to carry goods is not inferior. The sales of a baby tableware set is about 3 million.
When anxious mothers are toiling online and offline because of the quality of the product, the bloggers’ words and deeds seem to be particularly important, and they seem to buy it when they are at a loss. Perhaps it is not unreasonable that papi sauce’s comeback to choose the mother and baby track.
Koi Finance, interesting in depth and good luck, public account: jinlifin. This article is an original article, any reprinting without retaining the author’s relevant information is declined.