2024年母婴消费未来趋势洞察报告

Industry Investment Rating - The report does not explicitly mention an industry investment rating [1][2][3] Core Viewpoints - The report highlights a shift in the Chinese maternal and child market towards "quality" and "rationality" as key trends for 2024 [7] - Consumers are moving from "giving the best to their children" to a more rational and quality-focused approach [7] - The market is experiencing a transformation where "quality" and "rationality" are becoming the defining characteristics of maternal and child consumption [7] Key Trends in Maternal and Child Consumption Quality Trends - Professional Awareness: Parents are increasingly seeking detailed information on product ingredients, materials, formulations, and nutrition, with 40.5% of mothers prioritizing professional explanations [10] - Category Diversification: The concept of equal parenting is gaining traction, leading to more diverse product categories as children are increasingly involved in purchasing decisions [13][15] - Specialized Services: Platforms are enhancing consumer trust through quality assurance and specialized services, with 51.1% of consumers valuing platform guarantees and unique services [18] Rationality Trends - Suitability Over Brand: Consumers are focusing more on what is suitable for their children rather than brand prestige, with 46.9% of parents planning purchases based on daily needs [20] - Small Packaging and Trial Purchases: There is a growing preference for small packaging and trial purchases, with 43.1% of consumers favoring small-packaged baby food and 39.9% opting for trial-sized products [24] - Multi-Channel Price Comparison: Consumers are increasingly comparing prices across multiple platforms, with a focus on discounts and promotions [25] Purchasing Behavior - Platform Preferences: Consumers prefer platforms like Tmall and Taobao for their rich product categories, quality assurance, and diverse shopping experiences, with 44.8% citing category diversity as a key reason for choosing these platforms [32] - Decision-Making Differences: Fathers prioritize product quality and value for money, while mothers consider a broader range of factors including price, brand, and functionality [34] Emerging Trends - IP-Linked Products: There is a growing demand for IP-linked products and children's vertical categories, reflecting the increasing influence of children in purchasing decisions [16][17] - Parenting Styles: Democratic and equal parenting styles are becoming more prevalent, with 51.6% of parents adopting an equal parenting approach [14] Summary of Key Data - In April 2024, the total e-commerce retail sales in China reached 13,140 billion yuan, a year-on-year increase of 16% but a month-on-month decrease of 8% [4] - The maternal and child category ranked 7th in e-commerce transaction scale, with a transaction volume of 588 billion yuan [4] - Zhejiang Province led in maternal and child transaction scale with 216 billion yuan, followed by Guangdong and Shanghai [4]