2024年新生代妈妈真实孕育状态洞察报告

Industry Overview - The new generation of mothers is driving the demand for refined maternal and infant products and services, leading to a shift towards more specialized and segmented market offerings [2] - The maternal and infant industry in China reached a transaction scale of 3.84 trillion yuan in 2023, a 15.6% year-on-year increase, with online retail transactions for physical goods surpassing 1.03 trillion yuan, up 23.4% [3] - The growth is fueled by rising household incomes and evolving parenting concepts, which are increasing demand for new maternal and infant consumer goods and services [3] Market Trends - Maternal and infant instant retail market grew to 33.5 billion yuan in 2023, a 72.7% year-on-year increase, driven by emergency needs and convenience [5] - Key categories in instant retail include infant food and diapers, which are essential and high-frequency purchase items [5] - The market is expected to continue expanding, with brands focusing on product innovation and quality improvement to capture consumer loyalty [7] Brand Competition - Maternal and infant brands are adopting strategies such as product innovation, quality enhancement, and diversified branding to compete in a crowded market [7] - Brands are leveraging scenario-based marketing and professional content to build consumer trust and loyalty [8] - Early-stage consumer engagement and deep, authentic content are becoming critical in maternal and infant marketing [9] Consumer Behavior - Maternal and infant consumers are increasingly researching products before purchasing, with 86.3% consulting professional materials and 81.5% checking product reviews [10] - Consumers prioritize product functionality, quality, safety, and ingredient transparency, with a growing focus on personalized and scenario-based experiences [12] - The younger generation of parents (90s and 00s) is more digitally savvy and values personalized, intelligent, and convenient user experiences [13] User Engagement - Maternal and infant users are becoming younger and more digitally engaged, with a significant presence in lower-tier cities [16] - Pregnant women and new mothers show distinct preferences for knowledge acquisition, with 54% of pregnant women and 59% of mothers preferring stage-specific content [18] - Maternal and infant consumption is increasingly aligned with the stages of pregnancy and child development, emphasizing age-appropriate products and services [20] Pain Points and Solutions - Mothers face numerous challenges during pregnancy and childcare, including health issues, emotional stress, and lack of reliable information [26] - 56% of expectant mothers seek professional medical advice, while 69% of postpartum mothers desire systematic solutions to predict and address pain points [29] - Maternal and infant platforms like Mama.cn are providing structured, scenario-based content and tools to address these pain points and enhance user engagement [54] Best Practices - Mama.cn has maintained its leading position in the maternal and infant industry by focusing on user needs, offering stage-specific tools, and enhancing user stickiness through scenario-based content [54] - Brands like Wyeth and Vitabiotics are leveraging scenario-based marketing, expert endorsements, and IP collaborations to drive consumer awareness and sales [58][60] Key Insights - The maternal and infant industry is evolving towards more personalized, scenario-based, and high-quality products and services to meet the demands of the new generation of parents [51] - Brands and platforms that can effectively address the pain points of mothers and provide reliable, stage-specific solutions will have a competitive edge in the market [51]