2024年中国家庭育儿行为及营销价值洞察

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The Chinese family parenting market is characterized by a strong willingness to invest in high-quality parenting, with parents eager to learn and apply scientific parenting knowledge [2][11] - The influence of maternal and infant vertical platforms is significant, providing tailored parenting guidance and emotional value to users [2][3] - In the era of family co-parenting, all members are involved in decision-making regarding maternal and infant products, leading to high brand loyalty and awareness among parenting members [2][3][19] Summary by Sections 01 Overview of the Macro Environment for Chinese Family Parenting - The macro environment shows an increasing consumer power in the maternal and infant market, with families willing to provide substantial economic support for their children [2][11] 02 Insights into Chinese Family Parenting Behavior - Parents prioritize spending time with their children and are committed to learning scientific parenting methods [13] - A significant majority (96.8%) believe that family co-parenting has a positive impact on child development [19] 03 Insights into the Online Parenting Touchpoint Ecosystem - Maternal and infant vertical platforms dominate the information acquisition and decision-making stages for parenting products, with 78% of users relying on these platforms for information [55][65] - Users express high trust in the professional nature of maternal and infant vertical platforms, with 93.7% stating that these platforms help them focus on learning parenting knowledge [68] 04 Marketing Value of Maternal and Infant Vertical Platforms - These platforms are seen as professional parenting tools, leading to high user loyalty and satisfaction with the quality of parenting information and community atmosphere [3][25] - The platforms are effective in reaching a large number of loyal parenting users, enhancing user stickiness [3][26] 05 Portrait of Main Parenting Members in Chinese Families - The report highlights the collaborative nature of parenting decisions, with 91.6% of families participating in the selection of maternal and infant products together [27] 06 Future Trends in the Maternal and Infant Industry - The report suggests that the maternal and infant market will continue to grow, driven by high-quality parenting demands and increased family spending on children [11][12]