以下为报告节选内容 图 le) 电 � .. @ a � U Nimer 今天分享的是：小红书运营：2025小红书母婴行业细分场景需求洞察 报告共计：24页 《小红书运营：2025小红书母婴行业细分场景需求洞察》指出，随着95后成为育儿主力，母婴消费呈现精细化、个性化趋势，小红书作为上亿母婴用户的内 容平台，展现出多元化育儿需求。Z世代父母注重科学育儿，依赖专业真实内容，决策前习惯查阅资料、对比口碑，内容社交类App成为主要信息渠道，其 中小红书以内容全面、真实互动强等优势成为妈妈们的"答案之书"，用户常在此寻找产品推荐、解决育儿问题及获取亲子灵感。 报告梳理出母婴30大细分场景需求，覆盖备孕期到6岁儿童成长阶段。备孕期关注科学备孕、胎教、孕产穿搭；0-6个月聚焦新生儿护理、喂养、湿疹防护 等；1-3岁侧重辅食添加、早教启蒙、戒奶睡整觉；3-5岁关注益智玩具、儿童运动及学习用品。特色人群如虎妈、新手奶爸、敏宝妈妈等，在不同阶段有独 特需求，如虎妈注重成长进阶与早教，敏宝妈妈关注成分安全与特殊护理。 在营销层面，品牌需采用精细化种草策略，通过灵犀数据平台分析人群偏好，结合聚光投放优化内容触达。案例显示，STOK ...

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The mother and baby industry is experiencing diversification as a new generation of parents, particularly those born in the 1990s, seek professional guidance and personalized products for their children. This shift indicates significant growth potential in various niche markets despite challenges in population and traffic dividends [9][10]. - The report emphasizes the importance of understanding consumer needs from a human perspective, suggesting that brands focusing on individual demands and diverse parenting methods will gain continuous growth momentum [9][10]. - The report identifies 30 specific scenarios of demand within the mother and baby sector, highlighting the need for brands to deeply understand consumer needs at different stages from pregnancy to child development [10][17]. Summary by Sections Consumer Demand Changes - The report notes a clear trend towards personalized and refined parenting among parents born in the 1990s and 2000s, leading to an upgrade in consumption patterns within the mother and baby product categories [27][36]. - Key consumer preferences include a focus on health and quality, with 86.6% of consumers researching brands extensively before making purchases [29][30]. Detailed Insights on Consumer Segments - The report categorizes consumer needs into various stages: - **Pre-pregnancy**: Emphasis on health products and services [26]. - **Pregnancy**: Increased demand for maternity products and prenatal services [26]. - **0-6 months**: Focus on essential baby products and care services [26]. - **1-3 years**: Growing interest in educational and developmental products [26]. - The report highlights that 93% of consumers rely on professional content for parenting advice, indicating a shift towards informed decision-making [30]. Marketing Strategies - The report suggests that effective marketing strategies should focus on precise audience targeting and understanding consumer behavior to enhance product visibility and sales [72][74]. - It emphasizes the importance of community-driven content and user-generated feedback in shaping consumer perceptions and driving purchases [75][79]. Growth Opportunities - The report identifies significant growth opportunities in the mother and baby sector, particularly through the lens of understanding specific consumer needs and preferences at various life stages [60][63]. - The analysis indicates that brands that can adapt to the evolving demands of modern parents will be well-positioned for success in this dynamic market [70][72].

随着越来越多的新生代父母成为育儿主力军，精细化育儿趋势兴起，他们对儿童护肤消费的需求不断更迭与升级，驱动相关产业不断发展。 伴随着一大批90后、95后转换为父母身份，新生代家长的育儿观念和生活消费方式不断改变，精细化育儿成为新的趋势。他们对儿童护肤消费的需求不断更 迭与升级，驱动相关产业不断发展。 婴童护肤市场规模持续扩大。据欧睿咨询数据，预计2026年我国婴童护理市场规模将接近500亿元，其中，婴童护肤品类的市场规模预计达到180亿元。婴童 护肤从基础的清洁保湿，迈向敏感肌、湿疹、防晒、驱蚊等各个更具功效性的细分领域。 早前，这一领域多是美国强生、日本贝亲等国外老牌母婴个护品牌一直拥有较高的市场占有率。但如今不少本土美妆公司也注意到了这一细分赛道。日前， 自然堂集团旗下婴童皮肤科学功效品牌——己出，联合国家儿童医学中心复旦大学附属儿科医院皮肤科专家，在上海美博会专场沙龙活动中，发布了"复儿 爱倍健微生态平衡专利技术"，首次通过调节微生态，系统性解决婴童湿疹等常见皮肤问题反复发作的行业难题。 沙龙学术分享环节，国家儿童医学中心复旦大学附属儿科医院皮肤科专家李明教授指出：临床研究发现，皮肤微生态屏障破坏是导致干 ...