【CBIS智见12】精致养娃时代，不卷价格卷价值，存量市场中找增量

Core Insights - The twelfth CBIS China Baby and Child Industry Conference highlighted the ongoing transformation in the maternal and infant industry, driven by a trend towards "refined parenting" despite declining birth rates in China [2][4]. Group 1: Market Trends - The Kantar Consumer Index indicates that while China's birth rate is expected to decline through the first three quarters of 2025, the average spending on maternal and infant products is increasing, particularly in high-end segments [2][5]. - The overall market for infants aged 0-3 years is experiencing a slight decline due to birth rate impacts, yet average spending per household has significantly increased, showcasing resilience and an upgrade in consumption patterns [5][9]. - The growth in the maternal and infant market is particularly pronounced in lower-tier cities, where household spending has increased by 9.1% [5][9]. Group 2: Consumer Behavior - Over 60% of China's population resides in third-tier cities and below, which presents a substantial market base for maternal and infant products, with growth rates in these areas surpassing those in first and second-tier cities [9][10]. - The shift in breastfeeding rates from 2018 to 2025 reflects a modernization in parenting philosophies, leading to increased demand for high-end formula products with advanced ingredients [10][12]. Group 3: Product Innovation - The trend of refined parenting is driving innovation in product categories, with a focus on comfort and functionality in breastfeeding products, as well as specialized items like infant mineral water and tailored food products [12][13]. - The market for allergy prevention products is expanding, with nearly 20% of infants experiencing allergies, prompting growth in low-allergen formula and skincare products [12][13]. Group 4: Marketing Strategies - Digital platforms are reshaping how parents access information, with short video platforms becoming the primary source, followed by long video and social media [15][17]. - The rise of interest-based e-commerce platforms like Douyin and Kuaishou has positioned them as significant players in the market, while traditional offline channels are also revitalizing [17]. - Companies are encouraged to leverage data analytics to enhance marketing strategies, focusing on precise audience targeting and optimizing product innovation to improve marketing efficiency [17].