解锁2024年母婴消费未来趋势

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The Chinese maternal and infant market is undergoing significant changes, shifting from a mindset of "giving the best to children" to a more rational and quality-focused approach in 2024. The key terms to understand this transformation are "quality" and "rationality" [6][43]. Summary by Sections Quality - The concept of "quality" in parenting is evolving, influenced by economic conditions, parental education levels, and the number of children. Parents are moving towards a more professional and confident approach to parenting [8]. - Three major changes reflect consumers' pursuit of "quality": 1. Increased professional knowledge about products. 2. Shift from brand loyalty to a wider variety of categories. 3. Transition from conventional purchasing methods to specialized services [11][17]. - 30% of mothers identify as "ingredient-conscious," prioritizing product composition and nutritional value, especially in categories like formula and nutritional products [14][15]. Rationality - The consumer mindset has shifted from seeking the most expensive or branded products to finding the most suitable ones. This includes: 1. Moving from brand-centric purchases to those based on suitability. 2. Transitioning from bulk buying to smaller, trial purchases. 3. Utilizing multiple channels for price comparison [24][26][43]. - The trend of "rationality" emphasizes the importance of finding products that are appropriate for children rather than simply the most expensive options [28]. Market Trends - The maternal and infant market is seeing a diversification of categories, with children increasingly participating in purchasing decisions. This trend is particularly evident in categories like clothing and stationery [19][20]. - The report highlights the importance of unique services and guarantees from platforms to enhance consumer trust and satisfaction [22]. - The rise of social media and peer recommendations is influencing purchasing decisions, with consumers relying more on reviews from trusted sources [39][40]. Consumer Behavior - Consumers are becoming more cautious with their spending, focusing on practical and functional products rather than luxury items. This shift is evident in the increasing preference for products that meet specific needs [23][24]. - The report notes that the trend towards "quality" and "rationality" does not equate to a downgrade in consumption but rather a more discerning approach to purchasing [28].