2024母婴行业特色人群报告

Industry Investment Rating - The report highlights the rapid growth of the maternal and child (maternity) market on Xiaohongshu, indicating strong potential for investment in this sector [3][4] Core Viewpoints - Xiaohongshu has become a key platform for maternal and child product discovery and sharing, with high user engagement and conversion rates [7] - The maternal and child market on Xiaohongshu is highly segmented, with different user groups having distinct preferences and needs [3][5] - Xiaohongshu's maternal and child user base has grown significantly, reaching 88 million active users in 2023 [3] Maternal and Child Market Growth and Trends - Xiaohongshu's maternal and child-related posts account for 25.4% of all social media posts in this category, with a 64.8% month-on-month growth in post volume [4] - Maternal and child product searches on Xiaohongshu have increased by over 60% year-on-year, with 5 million new parenting experience notes and 11 million shopping sharing notes published in 2023 [7] - The platform achieves a 95% purchase conversion rate across all channels for users influenced by Xiaohongshu [7] Maternal and Child User Segmentation - New Mothers: 20.55 million users, highly engaged in learning about pregnancy and childcare, seeking authoritative information [8] - Affluent Mothers: 18.23 million users, prioritize high-quality and premium products for their children [9][10] - Trendy Mothers: 38.70 million users, balance parenting with personal style and are open to new experiences [12] - Small-Town Mothers: 23.86 million users, focus on cost-effective products and value family time [13] - Ingredient-Conscious Mothers: 6.62 million users, pay close attention to product ingredients and efficacy [14] - Sensitive Baby Mothers: 5.53 million users, actively seek solutions for managing their children's allergies [15][16] - Chill Mothers: 19.72 million users, adopt a relaxed parenting style and prefer practical, multi-functional products [18] - New Fathers: 7.30 million users, actively participate in parenting and prefer tech and educational toys [19] Marketing and Operational Strategies - Brands should adopt precise targeting strategies based on the distinct characteristics of each maternal and child user group [20] - Utilize Xiaohongshu's data tools and Flywheel's industry expertise to map brand audiences and identify core seed users [20] - Optimize KFS (KOL, FEEDS, SEARCH) advertising strategies to enhance brand exposure and conversion rates [22] Platform Performance and User Engagement - Xiaohongshu leads in online penetration across the "awareness-consideration-purchase-sharing" journey for maternal and child products [7] - The platform's maternal and child user base is highly active, with significant growth in both content creation and consumption [3][6]