The rise of the concept of "fairy pregnant mothers" and changes in consumer decision-making links have led to new changes in the maternal and infant market

Every girl has a desire for beauty, even pregnant mothers are no exception, but wanting to "beautiful" through the different stages of pregnancy must be a process of "upgrading and fighting monsters".

On the special page of "Fairy Pregnancy Mothers" on Tmall International Global Eyes Day, there is a group of pregnant women full of positive energy.

Some people want to use concealer to conceal stretch marks after pregnancy.
Some people have already started applying them before pregnancy.

1.

The concept of "fairy pregnant mother" has emerged, and "paying for happiness" has become a new demand for maternal and child consumption

1.
The concept of "fairy pregnant mother" has emerged, and "paying for happiness" has become a new demand for maternal and child consumption

The reason why it is possible to become a "fairy pregnant mother" is because compared with the previous fight alone, today's pregnant mothers have not only received much attention, but also have been exposed to more scientific guidance and intelligent tools.

When the initiative is in your own hands, the anxiety during pregnancy is naturally relieved.

On the one hand, pregnant mothers of the younger generation embrace the change of identity with a more rational attitude, and look for solutions during pregnancy with an active and open mind.

We know that pregnant mothers born in the 90s and 95s are also aboriginals on the Internet.
They have diversified channels for acquiring knowledge, so they are not willing to follow the “word of mouth” method of the previous generation to raise children, but prefer to go out of their comfort zone and find The best parenting method for you.
Data shows that more than 90% of pregnant mothers delve into gestational knowledge every day and establish their own scientific concept of parenting.
And the attitude towards parenting knowledge has gradually become rational, and he believes more in his true feelings, and the opinions from Internet celebrities are not easily bought.

On the other hand, as a generation that does not need money, pregnant mothers born in the 90s and 95s have shifted from the traditional child-centered concept to the self-centered concept of women in the new era.

Not only "loves yourself", but also has children.
A thing of "entertaining yourself".

This is because becoming a relaxed and enviable "fairy pregnant mother" has gradually become a necessity of the times.

This is because becoming a relaxed and enviable "fairy pregnant mother" has gradually become a necessity of the times.

After all, in the current fierce competition, the competition in the workplace cannot be relaxed at all times, and becoming beautiful is also a lifelong career.

Even glamorous female celebrities will re-prove their commercial value by "coming back" more beautifully.
Ordinary girls naturally want to see their beautiful self every day, quickly repair their gestated body, and have free time to run their business.

According to data from Tmall International, mothers' spending on cosmetics during pregnancy, postpartum repair and more relaxed and free breastfeeding has been increasing year by year.

In the field of maternal skin care and slimming, it has ushered in ultra-high-speed growth, and quickly established a market scale of 100 million.

Based on the insight and analysis of the young pregnant mother population, Tmall International’s “Fairy Pregnant Mothers” special page launched on Global Eye-opening Day provides one-stop effective solutions for the younger generation of mothers.

2.

Changes in the consumer decision-making chain, catalyzing new changes in the maternal and infant market

2.
Changes in the consumer decision-making chain, catalyzing new changes in the maternal and infant market

Trout, the "father of positioning" in brand marketing, once put forward: "The nature of commercial competition is often reflected in the grabbing of cognition.

" For Tmall International, it requires mother and baby consumers to look to Tmall International.
The platform shows that it is not something that can be done quickly in a single event, but that it wants consumers to build up their mental cognition.

Establishing a consumer mind is like falling in love.
It depends not only on appearance, but also on emotions, and influences consumers' subconscious decision-making at noon.
Then, restoring the role of the product in the consumer's use environment, finding the consumer's motivation to choose the product in this situation, and resonating with consumers emotionally and getting closer may be an effective method.

Therefore, driven by changes in the needs of young mothers and infants, the growth of the mother and infant market is definitely not only new and exotic products, but more importantly, to create a consumer field that provides professional nurturing knowledge.

Judging from the event page, Tmall Global has created a new consumer position that integrates professional nurturing knowledge, a huge product pool, and multi-party exchanges.

From the content level, the new surrogate mothers are also more inclined to trust the Internet in the matter of consumer decision-making.
However, the information of various maternal and child APPs on the market is mixed.
In the cognitive stage, if users want to obtain comprehensive and effective information, they need to pass Searching and collecting in multiple ways and channels is like finding a needle in a haystack.
On the Tmall Global Open Eye Day ## special title page, useless information has been filtered in advance, and massive professional nurturing knowledge has been clearly classified, and various issues worthy of attention have also been placed on the most conspicuous Location, users can easily complete demand recognition.

From the perspective of commodity level, Bao Ma at different stages has different consumption needs for mothers and babies, and needs a wealth of products to provide consumers with choices.
Tmall International is deeply involved in the global supply chain, allowing users to quickly find their favorite global products.

Finally, at the social level, young pregnant mothers love to share and comment after purchasing goods.
After the global Open Eye Day ## has passed the information collection and evaluation, it can be recommended to the mothers with higher quality and more verified mothers.
Baby products are more likely to be favored by mothers.
Judging from the details on the poster of this event, the recommended products all have a pregnant mother experience value, just like a caring maternal and child expert to help you choose a reasonable product.

Therefore, in such a scene that revolves around the needs of mothers and infants, combined with the advantages of Tmall International's digital technology insights, precise consumer information access and conversion can be achieved, and the user's path from planting grass to buying can be further optimized and shortened.

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Data show that during the "13th Five-Year Plan" period, my country's total milk volume increased by 2.
6 million tons, an average annual increase of more than 500,000 tons.
In 2020, the national milk production is 34.
4 million tons, which is close to 5% of the total global milk production.
The main business income of dairy enterprises above designated size nationwide was 419.
56 billion yuan, which was higher than the average growth rate of the food industry.
The market share of China's top 20 dairy companies has reached 70%, the market share of domestic brands of infant formula milk powder exceeds 60%, and the level of technology and equipment of large-scale dairy companies has reached the world's advanced level.

In the impact of the new crown pneumonia epidemic in 2020, my country's dairy industry has withstood the test.
"Under the pressure of rising costs for dairy cattle breeding, forage, transportation, labor, and epidemic prevention materials, domestic milk production continues to grow, and raw milk prices are running at a high level.
" Song Liang said.

With the continuous improvement of the supply chain system, the advantages of large farms have gradually emerged.
In recent years, large dairy companies have accelerated the distribution of domestic milk sources, and domestic large dairy cattle breeding companies have basically been "divided up" by large dairy companies.
Public information shows that in 2020 alone, a total of 12 milk source mergers and acquisitions occurred in the dairy industry.

While the upstream dairy farming industry is steadily improving, the downstream dairy industry structure is also accelerating adjustments.
Song Liang pointed out that, as an important direction for the development of the domestic dairy industry, the low-temperature fresh milk market has maintained rapid growth for 5 years.
With the gradual increase in consumption potential in third- and fourth-tier cities, "ultra-basic" fresh milk is becoming the focus of competition, and major dairy companies have launched high-temperature sterilized milk to speed up the market layout of low-temperature fresh milk.

"With the decline of the population birth rate and the completion of the market integration through the formula registration system, the domestic infant formula milk powder market has ended the era of high growth.
At present, children's milk powder and adult milk powder have become the focus of many large-brand milk powder companies.
" Song Liang said.
Under the promotion of the formula registration system, the construction of the entire industry chain system of the milk powder industry has been accelerated, and the market concentration has been significantly improved.

Urgent need to improve the level of milk source feed rate to promote the transformation and upgrading of industrial deep processing

Urgent need to improve the level of milk source feed rate to promote the transformation and upgrading of industrial deep processing

Although it has been on the "fast lane", my country's dairy industry currently still has many pain points such as overcapacity, serious product homogeneity, slower consumption growth, and growth bottlenecks in all major categories.

"From the perspectives of supply, consumption, and prices, the upstream is still showing a tight trend.
" Song Liang analyzed that it is expected that milk production will continue to increase in 2021, with a year-on-year growth rate of about 5%; in terms of consumption, The consumer demand for fresh milk will continue to increase; in terms of prices, Song Liang believes that with the epidemic affecting the global economy, dairy product trade and consumption, global milk prices this year may enter a downward channel and will affect domestic milk prices.

In the context of high raw milk prices and low-temperature and high-end adjustments in liquid milk products, Song Liang predicts that this year's liquid milk products will be adjusted to low-temperature and high-end structures, and the overall market price will rise steadily.
He believes that in the "price war" in the infant milk powder market, more small and medium infant milk powder brands with weaker anti-stress ability will be eliminated, and companies that rely solely on imported milk powder will still be affected by the epidemic.
It will be conducive to the sales growth of large-scale domestic milk powder with strong comprehensive competitiveness.
"

In Song Liang's view, the overall anti-market risk capability of my country's dairy industry is still relatively weak, and the milk source supply rate should be increased.
“Policy guidance should be strengthened, such as the continuous promotion of the government, dairy enterprises and farmers’ negotiation pricing mechanism, third-party testing mechanism, etc.
, to promote the establishment of close interest linkages between the breeding end and the production end, and stabilize the milk source foundation.
At the same time, through policies, taxation, Finance and other means encourage dairy companies to actively carry out industrial innovation, accelerate the construction of their own entire industrial chain, optimize the industrial structure, and promote the healthy development of upstream industries.
"

At the same time, as consumers' demand for health and nutrition has increased significantly, Song Liang believes that a dairy product labeling system should be established and improved to promote industrial upgrading and development, and accelerate the innovation and development of “total nutrition” to improve the quality of maternal and child products.
"In the future, under the new development pattern with the domestic big cycle as the main body and the domestic and international double cycles mutually promoting each other, industrial clusters will be built through industrial policy guidance and consumption habits training, etc.
, to encourage dairy companies to accelerate the transformation and upgrading of deep processing.
Say.

Source: Qian Hao, Yangguang Net

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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