First of all, in the economic aspect, with the rising price level and the upgrading of the concept of child-rearing consumption, the burden of raising children is getting heavier and heavier. After the "house slave", "child slave" has become a more worrying thing for young people. Secondly, for modern women, fertility and work are difficult topics. Women have been given the role of raising children and taking care of their families too much. Many women who are in the best period of childbearing will have more and more difficulties in the workplace after their "comeback" if they choose to have children at this time. In addition, the fear of childbirth pain and the difficulty in recovery after childbirth are also an important reason for the majority of women to fear childbirth. A survey on women's fertility resistance shows that 80% of women think that the pain of childbirth is the most important factor, and more than 60% of women think that the difficulty of postpartum recovery is the biggest resistance.
It can be seen that the great pressure faced by contemporary young people in economy and work has reduced their fertility will. In addition, for women, they pay more attention to the great physical and psychological pressure brought by childbirth. Comparatively speaking, the pain of childbirth may not be completely avoided, but postpartum recovery can reduce the physiological damage caused by childbirth in a scientific way.
From "confinement" to medical-grade maternity
Although the postpartum recovery industry has only ushered in a broad development opportunity in recent years, the concept of postpartum nursing has been rooted in the hearts of China people for thousands of years, and even developed into a fertility culture, the most typical of which is "confinement". According to the traditional custom, the elder is responsible for the whole nursing work one month after delivery. Although the concept of scientific confinement has been advocated for many years, traditional concepts such as no going out, no blowing, no washing your hair in confinement are still popular in many areas. With postpartum recovery and the popularization of nursing knowledge, more and more maternal and infant families began to look for more scientific recovery methods. As a result, professional institutions such as Yuezi Center have gradually entered the public eye.
China's month center started late. 1999 Beijing New Mother Month Center was established, which became the first month center in China, and also marked the beginning of China's month center. After several years of development, a complete service system has been gradually established, and it has begun to expand nationwide through direct sales and joining, and even sank to low-tier cities. According to the data in the Blue Book of Maternal and Child Industry Development published by PricewaterhouseCoopers and Boao Dedao Maternal and Child Industry Research Institute, the number of month-end centers in China has developed by leaps and bounds after 20 18 years, and increased by more than 1400 in 20 18 years, reaching 4,052, and the market scale is reaching14.2 billion yuan.
The vigorous development of Yuezi Center has popularized the importance of scientific postpartum recovery to the public to a certain extent, so more and more postpartum mothers realize that postpartum recovery is a systematic project. In fact, "confinement" is only the beginning. From a more rigorous point of view, postpartum problems involve pelvic floor muscle injury, rectus abdominis separation, breast blockage and infection, skin problems, physical problems, psychological problems and other aspects, and belong to multidisciplinary cross-disciplinary fields, involving obstetrics and gynecology, rehabilitation medicine, dermatology, psychology and other medical fields.
Therefore, in addition to the month center, in recent years, more and more institutions have set their sights on mothers 42 days to 2 years after delivery, and launched postpartum fat reduction and recovery services to help postpartum mothers solve problems such as weight gain, body shape loss and physical injury. At present, the postpartum recovery industry mainly includes medical-grade formats such as public hospitals, postpartum recovery centers affiliated to maternity hospitals, professional chain postpartum recovery medical institutions, and non-professional medical service institutions such as moon center and postpartum recovery clubs. Due to the variety of postpartum recovery formats, strong industrial extensibility and weak overlapping supervision, the current threshold of the health industry is low, and the industry participants are mixed, which requires consumers to carefully screen.
With the growth of pregnant women in the new era, they become the main force of maternity consumption after 90 and 95, and they gradually change from "confinement" to seeking medical-grade postpartum recovery places, which reflects the impact of consumption upgrading and the improvement of social and maternal and child families' awareness of maternity.
Pocket hot mom camp catches the wind and becomes a new choice for postpartum mothers.
Among the many industry participants in the field of health care, we have seen that some emerging formats are booming in recent years, among which online health care is gradually accepted by more and more consumers because of its great convenience. A more representative product is Pocket Hot Mom Camp, which focuses on online health production and provides companion training camp services.
It is understood that Pocket Hot Mom Camp is mainly provided by professional maternity fitness coaches and maternity nutritionists with scientific and personalized postpartum physical and fitness recovery guidance, infant nutrition, postpartum physical adjustment and other unlimited online services. To put it simply, it is to give an exclusive exercise and diet plan according to the personalized physical condition of postpartum mothers, and at the same time, it is equipped with a professional health manager for daily supervision to ensure that the plan can be effectively implemented.
Yuan Dasu, an expert in postpartum sports recovery of Pocket Hot Mom Camp, has nearly 4 million fans from the media. In an interview with the media, Yuan Dasu once said that postpartum mothers should not only take care of their children, but also recover their bodies and physiology, which consumes a lot of energy and physical strength. Therefore, the pocket hot mom camp, which does not need to go out and exercise at any time, provides a full meal recipe, which is very suitable for mothers 42 days to 2 years after delivery. At present, whether it is a simple exercise tutorial or a tutorial focusing on postpartum training can be seen everywhere on the Internet. Some students have done similar training before signing up for Pocket Hot Mom Camp. However, postpartum recovery training is different from ordinary fat reduction. Physical injuries caused by childbirth should be fully considered during exercise, and it is best to have professional guidance. We believe that the course of postpartum recovery training has never been a scarce resource, nor is it the focus of postpartum recovery. Personalized training plan, scientific diet guidance and companion service are the key to the online postpartum recovery service and our core competitiveness.
The companion service of Pocket Hot Mom Camp is mainly reflected in the fact that students have to undergo a professional physical fitness test before signing up, and the health manager explains the results of the physical fitness test one-on-one, and provides a scientific exercise and diet plan formulated by a professional team according to the different physical conditions of postpartum mothers. After officially entering the camp, 15 postpartum mothers with similar physical conditions will be divided into the same WeChat group, and the health manager will supervise the students in the group to exercise on time according to the training plan, supervise and upload the diet of three meals a day, and answer the questions of postpartum mothers in the group about postpartum recovery and parenting.
In-depth exploration and insight into the needs of target users is the basis for Pocket Hot Mom Camp to accurately find market positioning. Due to the particularity of the online health industry, there are not many similar products that can compete with Pocket Hot Mom Camp on the market at present. Pocket Hot Mom Camp has taken the lead in cutting in and formed a certain brand base in the hearts of users.
At present, the target customers of postpartum recovery are mainly pregnant women who are concentrated in the first-and second-tier high-end cities. With the delay of childbearing age, the improvement of maternal and child health awareness and the liberalization of maternity policy, they will definitely sink to low-tier cities in the future, and there is still room for improvement in penetration rate. Therefore, the postpartum recovery industry will become a high-growth sub-sector and attract more industry participants. Under this background, highly specialized and refined postpartum recovery services will soon become the core kinetic energy for the development of health institutions.