What are the characteristics of the consumption outlook of post-95s moms?

What are the characteristics of the consumption outlook of post-95s moms? The family consumption level of post-95s continues to increase, and their concerns about health and body appearance are increasing. They attach more importance to it and are more willing to pay a high premium for high-quality maternal and infant care. What are the characteristics of the consumption outlook of post-95s mothers? What are the characteristics of the consumption outlook of post-95s mothers 1

Currently, post-95s have gradually entered the childbearing age and become the main force of childbearing in the future. As a new generation of toy and maternal and infant consumer groups, what are the characteristics of post-95s mothers compared with those born in the 1980s and 1990s? What factors will affect them when they receive consumer information and make consumer decisions?

1. The number of new mothers born after 1.95 is increasing year by year, and low-tier cities have become the focus of growth

As a rising star in the parenting team, the number of post-95 mothers is increasing year by year, and they will also gradually grow in the next few years. It has become the main force in the maternal and infant consumer market and an important force that cannot be ignored.

According to the "Insight Report on the Behavioral Habits of China's Post-95s Mothers in 2020" released by iiMedia Consulting, in first-tier cities, the proportion of mothers born after 1995 is lower than that of those born after 1985, while In fourth-tier cities and below, the proportion of mothers born after 1995 has increased significantly.

In addition to the high birth rate, consumption willingness and awareness in third- and fourth-tier cities are also increasing. In recent years, the income levels of consumers in my country's lower-tier cities have continued to increase. Through the rapid development of the Internet, the continuous improvement of education levels, and the influx of high-end talents, the more mature consumption concepts of first- and second-tier cities have been transmitted to third- and fourth-tier cities. Consumers in lower-tier cities have increasing awareness and recognition of brands.

On the other hand, as the one-child 2.0 generation, the post-95s generation in lower-tier cities has the support of their parents and grandparents after entering the stage of marriage and childbirth. Most of them have no mortgage pressure, which further promotes the development of the third- and fourth-tier cities Urban mothers release their spending power.

Therefore, more and more platforms and well-known brands have extended their tentacles to the sinking market.

On May 28 this year, Toys “R” Us’ first store in Gansu Province officially opened in Lanzhou. During the same period, three new stores were opened in Wuhan and Chongqing. Huang Guoqiang, senior vice president of the LEGO Group and general manager of China, publicly stated in 2020 that second-, third- and fourth-tier cities are important "building blocks" for building China's business. Recently, he has made it clear that the market layout in China will further tilt towards second- and third-tier cities.

It is foreseeable that mothers born after 1995 in third- and fourth-tier cities will become the focus of brands competing for the growth market in the future.

2. The first generation of Internet aborigines promoted mothers to consume more and are more immersed in online platforms

The post-95s generation, known as the Internet aborigines, compared with the previous generation’s parenting practices Speaking from experience, they tend to obtain knowledge through parenting, science popularization, and health applications, and use tool assistants, community platforms and other applications as the main way to obtain information; post-95 mothers are also more willing to share their daily life with their children through platforms, and share their daily life with their children of the same age. Mom communicates and shares experiences and is easily influenced by KOLs.

Maternal and infant users naturally have the need for communication, communication and sharing, and have obvious circle attributes. The maternal and infant community just provides a convenient sharing and communication platform for young parents. , forming a highly sticky user group based on the same topics and social relationships. Mothers born after 1995 have been immersed in various community platforms since their pregnancy, such as Babytree, Qinbaobao, Mom.net, Mombang, Youbaobao and other comprehensive maternal and child platforms. Active users are gradually leaning towards those born after 1995.

Shopping itself is also one of the needs that mothers are most willing to share, especially when purchasing maternal and infant products and toys. The user's purchasing experience is a key factor that affects purchasing decisions. Comprehensive platforms such as Taobao, JD.com, Xiaohongshu, and Zhihu also have high activity indexes for maternal and infant content. These platforms have built a communication bridge for mothers with the same characteristics, and also allowed post-95 mothers who have a strong willingness to share to find a channel to obtain parenting knowledge and share "planting grass".

3. Post-95 mothers are more likely to be impressed by good looks and refined personality

The education level and living standards of the new generation of mothers have improved significantly compared with the past, and the popularity of the good-looking economy has become even more prevalent. It has accelerated the cultivation of young consumers' consumption habits of "beauty". Especially with the rapid development of the Internet, the maternal and infant industry continues to be segmented and diversified. It is not only satisfied with "pleasing oneself", but also likes to "show off babies" and "plant grass", and has high-looking, refined and personalized products. The product is their first choice.

gb Goodbaby has long been concerned about how to capture the hearts of post-95s mothers. In May 2019, Chengdu IFS and Joy City opened the gb global flagship store at the same time. Top international luxury concept store design masters were invited to design the store image and display style to cater to the shopping experience needs of the new generation of mothers.

During Double 11 in 2020, gb Goodbaby played another co-branded limited edition that is favorite among young people, and jointly launched the "Magic Wonderland" series with Jeanne Detallante, a Parisian illustration artist who has collaborated with MIU MIU. Including strollers, pure cotton soft towels, moisturizing tissues, children's thermos cups, etc. These products are modern and eye-catching, and triggered a "grass planting" craze on social platforms as soon as they were launched.

More new consumer brands that have become popular through platforms such as Xiaohongshu and Douyin rely on their personalized appearance to become popular. Whether users are willing to post it has become the key for a brand or product to capture consumers born after 1995.

4. Post-95s fashionable mothers who advocate knowledge and technology favor early education smart and educational toys

In addition to "exquisite mothers" who are easily impressed by their appearance, there are also quite a few young fashionable mothers. Children have been "along with" iPads and smartphones since they were born, and "befriended" smart toys. They themselves also advocate new technologies and prefer smart educational toys.

In 2020, Tmall released a report showing that the consumption growth rate of early education smart-related toys and teaching aids is three times that of the overall toy market, including AR globes, electric pencil sharpeners, Learning machines, reading pens, etc. have become educational "artifacts" for young mothers. "Child-care gadgets" such as electric rocking chairs and intelligent companion robots are also showing an explosive trend on Tmall. New products that can help young mothers "free their hands" to enjoy childcare intelligence have gradually hit a new track.

In terms of toy consumption, young mothers advocate the educational concept of learning through play and entertaining, and have put forward higher requirements for the educational, interactive and educational functions of toys. For example, categories such as puzzles, building blocks, and STEAM educational toys have maintained strong growth in sales across major platforms in recent years.

Looking at the JD platform only, in the first day of JD Supermarket’s 618 promotion in 2020, children’s board games and STEAM educational toys increased by 150% year-on-year. In 2021, the transaction volume of intelligent toys on the first day of JD.com’s 618 promotion increased by as much as 370% year-on-year. As the group of post-95 mothers grows, early education smart and educational toys will also see greater room for development.

Young mothers of any generation like novelty, but the needs of post-95s mothers are becoming more and more segmented. While pursuing brand and quality, they are more willing to reflect their own personality and life attitude. Mothers born after 1995 are building a powerful new consumer market. Their consumption concepts and purchasing power will drive a new round of changes in the maternal and infant and toy markets. What are the characteristics of the consumption outlook of post-95s mothers 2

"The rise of post-95s + three-child policy + high-consumption groups" is bringing the "unpopular business" of confinement centers back into people's sight. At the same time, it is also providing new imagination for the entire maternal and infant industry.

In the blink of an eye, the oldest post-95 generation is already 26 years old, and the older pre-95 generation has gradually entered their thirties. The post-90s generation is generally faced with getting married and having children - this is the time window for maternal and infant consumption.

In order to cope with the aging of the population, in May this year, our country began to implement the "three-child policy" to encourage a couple to have three children and provide supporting support measures. Since then, Sichuan, Anhui, Jiangsu, Shanghai and other places have successively introduced corresponding support policies. This is the basis for medium- and long-term policies.

According to a Credit Suisse report, from 2011 to 2021, the number of residents in mainland China with net assets of more than US$1 million increased from 1.01 million to 5.28 million, with an average annual growth rate of 18%. They are concentrated in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. In addition, the wealth-creating group is getting younger, with high-net-worth individuals under 40 becoming the backbone, accounting for 42%. This is wealth protection on the consumer side.

Compared with those born in the 1980s, those born in the 1990s are more educated, have a fast pace of life, and have better economic conditions. Especially the post-95s generation, most of whose parents are born in the 1970s, are the backbone of the current society. If they live in first-tier cities, their family conditions are often more favorable, with more than enough wealth but not enough time. Mid- to high-end confinement centers will become their first choice.

Post-95s generation’s household consumption level continues to increase. They attach greater importance to health and body appearance, and are more willing to pay high premiums for high-quality maternal and infant care, including maternal and infant products, high-end milk powder, and confinement care. The center...is ushering in a new round of development opportunities.

A phenomenon that cannot be ignored is that the post-95 generation is gradually becoming the main force of childbearing people.

According to a report released by Meiyou and MobTech, the proportion of mothers born after 1995 will increase significantly in 2021, from 13.9% in 2020 to 16.2% in 2021.

In the next five years, the age of people born after 1995 and before 2000 will rise from 21-26 years old to 26-31 years old, which is the peak period of pregnancy. The post-95 generation will gradually replace the 85-95 age group and become an important force in the maternal and infant consumer market.

Compared with those before 1995, the post-95 generation’s consumption concepts have undergone tremendous changes. 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 own health and beauty.

According to iiMedia Consulting data, mothers born after 1995 show a certain "contrast" before and after pregnancy.

The proportion of thrifty and thrifty post-95 mothers surveyed is relatively low, and it does not increase but decreases after pregnancy. The proportion was 12.5% ??before pregnancy and dropped sharply to 6.1% after pregnancy. The proportion of economical and practical and quality-seeking mothers increased after pregnancy. There has been an increase.

Moreover, as a generation that grew up playing with electronic products, those born after 1995 are heavy users of e-commerce APPs, and mothers born after 1995 are more likely to be "planted" by the mother-and-baby community. Babytree (HK: 1761), a community platform for maternal and infant products, and Aiyingshi (SH: 603214), a new retail platform for maternal and infant products that integrates online and offline services, are two of the few maternal and infant e-commerce platforms in the capital market. What are the characteristics of the consumption outlook of post-95s mothers3

With the release of the three-child policy, the popularity of related topics has remained high. Netizens on major social platforms focused on "Will you have three children?" Lively discussion. Among them, as the post-90s and post-95s enter society and mature, as the main force of childbearing in a certain period in the future, their views on childbirth and the issues they are most concerned about have also received focus from public opinion.

Recently, Meiyou and MobTech jointly released the "Insights on China's "Post-95" Mothers in 2021" report. Based on a questionnaire survey of more than 5,000 post-95s mothers and data from the Mob Research Institute, the report conducted an in-depth study of post-95s mothers in the stages of pregnancy preparation, pregnancy and childbirth from three aspects: physical, psychological and appearance. The purpose is to Get to know them and gain insight into and interpret their living conditions and uniqueness.

The report shows that among the age distribution of mothers, the proportion of mothers born after 1995 increased from 13.9% in June 2020 to 16.2% in June 2021. The upward trend is obvious, and they have gradually become the backbone of the childbearing population. At the same time, as a new generation of mothers, they have relatively little parenting experience and are still exploring.

Pay attention to nutrition and mental health

Through the report, we can see that post-95 mothers pay attention to their own health. Nearly 40% of mothers have the habit of physical examinations, and more than 20% have regular physical examinations every year. Compared with other age groups, mothers born after 1995 have a shorter time to prepare for pregnancy, and more than 50% of them prepare for pregnancy within 3 months. At the same time, this group of young mothers pay attention to nutritional intake, especially during pregnancy. The report shows that more than 70% of mothers have purchased or considered purchasing nutritional supplements during pregnancy.

Due to high psychological pressure and other reasons, post-95 mothers generally suffer from sleep problems. Therefore, they have also become loyal users of sleep-aid apps, with an average daily usage time of up to 1 hour and an average of 20% monthly usage of 2 days. In addition, 60% of mothers suffer from varying degrees of postpartum depression and are prone to mood swings due to postpartum decline in estrogen levels, lack of adaptation to role changes, family discord, interpersonal stress, etc.

In this regard, the report recommends that family members should give them more care and companionship and provide corresponding support. At the same time, pregnant women should also pay attention to reducing their own stress and maintaining a happy attitude after giving birth.

Nearly 50% of mothers wear makeup during pregnancy, and 60% of mothers suffer from hair loss.

The report points out that mothers born after 1995 should also maintain their beauty during pregnancy. Nearly 50% will wear makeup during pregnancy, and 14.8% even insist on wearing makeup every day. However, considering health issues, 53.3% of them will specifically buy cosmetics for pregnant women.

Hair loss is the "appearance problem" that postpartum mothers are most concerned about after giving birth. Reports show that only 20% of post-95s mothers who have given birth do not suffer from hair loss. The second is weight gain. Post-95 mothers generally gain 10-20 pounds with their first child, and 20-30 pounds with their second child. 70% of mothers are trying to get back in shape through exercise, diet, medical beauty and other methods. At the same time, mothers born after 1995 are highly receptive to medical aesthetics, and 70% are willing to use medical aesthetics to restore their appearance.

Whether they are concerned about their own health or focusing on body and appearance maintenance, the preferences and habits of post-95s mothers reveal that the new generation of mothers have generally increased their awareness of "pleasing themselves".