What are the characteristics of Ma Bao's consumption view after 1995? After 1995, the level of household consumption has been continuously improved. They pay more attention to health and physical appearance, and are more willing to pay a high premium for high-quality maternal and child care. What are the characteristics of Ma Bao's consumption view after 1995?
What are the characteristics of Ma Bao's consumption view after 1995? 1 At present, Ma Bao, born after 1995, has gradually entered the childbearing age and become the main force in the future. As a new generation of toys and consumers, what are the characteristics of post-95 mothers compared with post-80 s and post-90 s? What factors will affect them when they accept consumption information and make consumption decisions?
After 1.95, the number of new mothers increased year by year, and low-tier cities became the growth focus.
As a rising star in the parenting team, the number of post-95 generation is increasing year by year, and they will gradually become the main force in the maternal and child consumption market in the next few years and become an important force that cannot be ignored.
According to the Insight Report on the Behaviors and Habits of Mothers Born after 90s in China in 2020 released by Ai Media Consulting, in first-tier cities, the proportion of mothers born after 90s is lower than that born after 80s, while in fourth-tier cities and below, the proportion of mothers born after 90s is significantly higher.
In addition to the high birth rate, the willingness and awareness of consumption in third-and fourth-tier cities are also constantly improving. In recent years, the income level of consumers in low-tier cities in China has been continuously improved. Through the rapid development of the Internet, the continuous improvement of education level and the sinking of high-end talents, the mature consumption concept of first-and second-tier cities has been transmitted to third-and fourth-tier cities. Consumers in low-tier cities are constantly improving their brand awareness and recognition.
On the other hand, as the generation of the only child 2.0, the post-90s generation in low-tier cities have the support of their parents and grandparents, and most of them have no mortgage pressure, which further promotes the release of spending power by the treasure mothers in third-and fourth-tier cities.
Therefore, more and more platforms and well-known brands have extended their reach to the sinking market.
On May 28th this year, Toys R Us opened its first store in Gansu Province in Lanzhou. In the same period, three new stores were opened in Wuhan and Chongqing. In 2020, Huang Guoqiang, senior vice president of Lego Group and general manager of China District, publicly stated that second-,third-and fourth-tier cities are important "building blocks" for building China's business. Recently, it was more clearly pointed out that the market layout in China will further tilt towards second-and third-tier cities.
It can be predicted that the post-95 mothers in third-and fourth-tier cities will become the focus of brand competition in growth markets in the future.
2. The first generation of Internet aborigines pushed Ma Bao to consume more online platforms.
Known as the Internet aborigines, the post-1995 generation is more inclined to acquire knowledge through parenting, popular science and health applications than the previous generation. Tool assistants, community platforms and other applications are the main ways to obtain information; After 95, mothers are also more willing to share their daily lives with their babies through the platform and exchange experiences with their peers, which is easily influenced by KOL.
Mother-infant users naturally need to communicate, communicate and share, which has obvious circle attributes. The mother-infant community only provides a convenient platform for young parents to share and communicate, forming a strong sticky user group based on the same topic and social relationship. After 95, my mother has been immersed in various community platforms since she was pregnant, such as Baby Tree, Pro Baby, Mama Net, Mama Bang, Pomelo Baby and other integrated mother-baby platforms, and active users are gradually leaning towards the post-95 generation.
Shopping itself is also the demand that mothers are most willing to share, especially when buying maternal and child products and toys, the user's buying experience is a key factor affecting the purchase decision. Taobao, JD.COM, Xiaohongshu, Zhihu and other comprehensive platforms also have a high activity index of maternal and child content. These platforms have built a communication bridge for mothers with the same characteristics, and also enabled the post-95 mothers with strong willingness to share to find a channel to acquire parenting knowledge and share "planting grass".
3. Yan value wins exquisiteness, and personality is more likely to impress the post-95 mother.
The education level and living standard of the new generation of mothers have been greatly improved compared with the past, and the prevalence of Yan value economy has accelerated the cultivation of young consumers' consumption habits of "beauty". Especially with the rapid development of the Internet, the maternal and child industry is constantly subdivided and diversified, not only satisfied with its own "self-satisfaction", but also likes "basking in the sun" and "planting grass". High-value, exquisite and personalized products are their first choice.
Gb Good boy has long been concerned about how to capture the heart of Ma Bao after 1995. 20 19 May, Chengdu IFS and Joy City opened gb global flagship stores at the same time. Designers of international top luxury concept stores are invited to design the store image and display style to cater to the shopping experience needs of the new generation in Ma Bao.
In 2020, during the double 1 1, gb Good Boy played a limited edition that young people loved most, and jointly launched a series of "Magic Wonderland" with Jeanne Detallante, a Paris illustrator who had worked with MIU·MIU, including strollers, cotton soft towels, moisturizing facial tissues and children's thermos cups. These products are both modern and eye-catching, and once launched, they triggered a "grass planting" craze on social platforms.
More new consumer brands, which have become popular through platforms such as Little Red Book and Tik Tok, are relying on personalized face value to gain the lead. Whether users are willing to be exposed has become the key to whether a brand or a product can seize the post-1995 consumers.
After 4.95, he advocated knowledge and technology, and Ma Chao favored early education intelligence and educational toys.
In addition to the "exquisite mother" who is easily impressed by Yan value, there are quite a few young trendy mothers who have been "friends" with iPad and smart phone since birth. They also advocate new technology and prefer intelligent educational toys.
In 2020, Tmall released a report showing that the consumption growth rate of early education intelligent related toys and teaching AIDS was three times that of the overall toy market, among which AR globes, electric pens, learning machines and point-reading pens became the educational "artifacts" of young mothers. Electric rocking chairs, intelligent companion robots and other "baby artifacts" have also exploded on Tmall, and new products that can help young mothers "free their hands" and enjoy parenting intelligence gradually run out of the new track.
In terms of toy consumption, young mothers advocate the educational concept of entertaining, and put forward higher requirements for the entertainment, interaction and education of toys. For example, puzzles, building blocks, STEAM educational toys and other categories, sales have maintained strong growth in recent years.
As far as JD.COM platform is concerned, in the first day promotion of JD.COM Supermarket on June18 in 2020, children's board games and STEAM educational toys increased by 150% year-on-year. In 20021year, the turnover of increasingly intelligent toys promoted by JD.COM on June18 increased by 370% compared with last year. With more and more mothers born after 1995, early education intelligence and educational toys will usher in greater development space.
Any generation of young mothers like novelty, but after 1995, the demand in Ma Bao has become more and more subdivided. While pursuing brand and quality, she is more willing to show her personality and attitude towards life. After 1995, mothers are building a powerful new consumer market, and their consumption concept and purchasing power will drive the maternal and child and toy market to usher in a new round of changes.
What are the characteristics of Ma Bao's consumption view after 1995? 2 "Rise after 1995+Three-child Policy+High Consumption Group" is bringing the unpopular business of Confucius Center back to people's field of vision, and it is also providing new imagination space for the whole maternal and child industry.
In a blink of an eye, the oldest post-95 generation is already 26 years old, and the older post-95 generation is gradually entering its thirties. After 90, people are generally faced with marriage and having children-this is the time window for maternal and child consumption.
In order to cope with the aging population, China began to implement the "three-child policy" in May this year, encouraging a couple to have three children and providing supporting measures. Since then, Sichuan, Anhui, Jiangsu, Shanghai and other places have successively issued corresponding support policies. This is the medium and long-term policy basis.
According to the report of Credit Suisse, from 20 1 1 to 202 1, the number of residents with net assets exceeding 1 10,000 in Chinese mainland increased from10/10,000 to 5.28 million, with an average annual growth rate of18. Concentrated in first-tier cities such as Beijing, Guangzhou and Shenzhen. In addition, the wealth-creating group is younger, and high-net-worth people under the age of 40 become the backbone, accounting for 42%. This is the wealth protection of the consumer side.
Compared with the post-80s generation, the post-90s generation has a higher education level, a faster pace of life and better economic conditions. Especially after 95, most of their parents are after 70, and they belong to the backbone of the present society. If you are in a first-tier city, family conditions are often better, with more wealth and less time. The mid-to high-end moon center will become their first choice.
After 1995, the consumption level of residents has been continuously improved. They pay more attention to health and physical appearance, and are more willing to pay a high premium for high-quality maternal and child care, including maternal and child products, high-end milk powder, and moon center ... are welcoming a new round of development opportunities.
A phenomenon that can't be ignored is that the post-1995 generation is gradually becoming the main force of childbearing population.
According to the report released by Meiyou and mobike Science and Technology, the proportion of post-90s mothers in 202 1 rose sharply, from 13.9% in 2020 to 202 16.2%.
In the next five years, the age of people born after 1995 and before 00 years will rise from 2 1-26 to 26-3 1 year, which is at the peak of gestation. After 95, it will gradually replace the 85-95 age group and become an important force in the maternal and child consumption market.
Compared with 95 years ago, the consumption concept after 95 has changed a lot. They are more willing to pay for high quality, even after giving birth, they are not willing to lower their quality of life and pay more attention to their health and beauty.
According to the consulting data of Ai Media, the post-95 mothers showed a certain "contrast" before and after pregnancy. After 95, the proportion of thrifty mothers interviewed is relatively low, and it does not increase but decreases after pregnancy. The ratio before pregnancy was 12.5%, and it dropped sharply to 6. 1% after pregnancy. After inoculation, the proportion of economical, practical and quality-oriented has increased.
Moreover, as a generation that grew up playing electronic products, after 95, it was a heavy user of e-commerce APP. After 95, mothers are more likely to be "planted" by the maternal and child community. Baby Tree (HK: 176 1), a mother-infant community platform, and Baby Friendly House (SH: 6032 14), a new retail platform integrating mother-infant product line online and offline, are one of the few mother-infant e-commerce platforms in the capital market.
What are the characteristics of Ma Bao's consumption view after 1995? 3 With the liberalization of the three-child policy, the popularity of related topics has remained high, and netizens on major social platforms revolved around "Will you have three children?" Among them, with the post-90s and post-90s stepping into the society and maturing, as the main force of fertility in a certain stage in the future, what they think about fertility and what issues they are most concerned about are also concerned by public opinion.
A few days ago, Meiyou and MobTech jointly released the report "202 1 China's" Post-95 "Ma Bao Population Insight". Based on the questionnaire survey of more than 5,000 post-90s baby mothers and the data of Mob Research Institute, the report makes an in-depth study on the post-90s baby mothers from three aspects: physical, psychological and facial features, aiming at entering them and understanding and interpreting their living conditions and uniqueness.
According to the report, the proportion of mothers in the age distribution of mothers after 1995 has increased from 13.9% in June 2020 to 16.2% in June 2026, with an obvious upward trend and gradually becoming the backbone of the childbearing population. At the same time, as a new generation of treasure mothers, they have relatively little parenting experience and are still exploring.
Pay attention to nutrition and mental health.
From the report, we can see that Ma Bao began to pay attention to his health after 1995. Nearly 40% people in Ma Bao have the habit of physical examination, and more than 20% people have regular physical examination every year. And compared with other age groups, the pregnancy time in Ma Bao after 1995 is shorter, with more than 50% within 3 months. At the same time, these young mothers pay attention to nutrition intake, especially during pregnancy. According to the report, more than 70% Mabao people buy and consider buying nutritional products during pregnancy.
Due to psychological pressure and other reasons, sleep problems generally exist in Ma Bao after 1995. Therefore, they have also become loyal users of sleep-aid apps, with an average daily usage time of 1 hour and an average monthly usage time of 20+ days accounting for 20%. In addition, due to the decrease of estrogen level, the role change has not yet adapted, or family discord, interpersonal pressure and other reasons, 60% of Bao mothers have different degrees of depression after delivery, and their emotions are prone to fluctuations.
In this regard, the report suggests that family members should give them more care and companionship and give them corresponding support. At the same time, pregnant women should also pay attention to reducing their stress and maintain a happy attitude after delivery.
Nearly 50% of Mabao people wear makeup during pregnancy, and 60% of Ma Bao people suffer from hair loss.
The report points out that post-1995 Ma Bao should also insist on beauty during pregnancy. Nearly 50% will make up during pregnancy, and 14.8% will even insist on making up every day. However, considering health problems, 53.3% people will buy cosmetics for pregnant women.
Hair loss is Ma Bao's most concerned "face value problem" after delivery. According to the report, only 20% of Ma Bao people born after 1995 have no hair loss. The second is weight gain. After delivery in 1995, the first-born treasure mother generally gained weight 10-20 kg, and the second-born treasure mother gained weight 20-30 kg. 70% Bao Ma is trying to get back into shape through exercise, diet and medical beauty. At the same time, Ma Bao, born in 1995, has a high acceptance of medical beauty, and 70% of them are willing to restore their face value through medical beauty.
Ma Bao's preferences and habits after 1995, whether he cares about his own health or pays attention to the maintenance of his figure and face value, reveal the general improvement of the new generation of mothers' awareness of "pleasing themselves".