Core Insights - The trend of consumers bringing screenshots to stores signifies a maturation in the maternal and infant consumption market and presents an opportunity for offline stores to redefine their value proposition [1][2] Consumer Behavior Changes - Consumers are increasingly entering stores with screenshots from platforms like Xiaohongshu, short video sites, and e-commerce reviews, rather than asking for recommendations [2][4] - Over 90% of maternal and infant consumers conduct proactive information research before purchasing, with content platforms and user reviews becoming key information sources [4] - The nature of screenshots has shifted from promotional content to real user evaluations, ingredient comparisons, and even negative reviews, indicating a focus on evidence to minimize decision-making risks [4][5] Decision-Making Dynamics - The decision-making process has evolved, with consumers now seeking confirmation rather than recommendations, reflecting a shift in decision-making power towards consumers [4][5] - Consumers are more cautious and professional in their inquiries, often asking about differences, version consistency, and ingredient adjustments rather than simply asking for the best option [5] Implications for Retail - The role of stores and sales associates is changing from being mere recommenders to verification points, as consumers arrive with pre-formed judgments seeking validation [5][7] - The industry faces a challenge in providing new value propositions after consumers have completed their initial judgments externally [7]