Where are the key points to explore the trillion-dollar dividends in the maternal and infant market?

　　Data in the past 10 years show that the average growth rate of my country's maternal and infant market is 10%. With the implementation of the two-child policy and the upgrading of consumption demand , the demand for maternal and infant market will continue to grow, with an annual growth rate of 15%, and its market size will reach 3.6 trillion by 2020.

　　In the face of this opportunity, how to solve industry problems and grab your own big cake? How to build core advantages and become a leader in the maternal and infant industry? How to save costs, operate efficiently, and fully share market dividends? The author believes that understanding the internal logic of the maternal and infant industry and having a clear understanding of the various problems faced by the maternal and infant market is an issue that practitioners who are ambitious in the maternal and infant industry must consider.

　　1. The two-child policy releases demographic dividend, residents' disposable income increases, and the potential of the maternal and infant market increases

　　The increase in social wealth has intensified the professional division of labor in the industry. The things that mothers struggled to solve have gradually been provided by the more professional maternal and infant market. The maternal and infant market has entered a new period of development.

　　As the dividends of reform and opening up gradually benefit the entire society, social wealth has increased rapidly, and the Chinese people have quickly solved the problem of food and clothing. The diapers of major brands have quickly replaced the diapers cut by grandmas with old clothes for their babies. Various imported milk powders with richer nutrition and better taste have replaced the occasionally sugar-filled millet porridge. Various exquisitely designed maternal and baby toys have become new childhood memories for babies.

　　On the other hand, the implementation of the second-child policy will continue to increase in the foreseeable future. In terms of growth rate, although the growth rate of the maternal and infant market in first- and second-tier cities has slowed down, the larger third- and fourth-tier cities have begun to catch up, and their proportion in total growth is likely to exceed 80% in the future. The rapidly expanding maternal and infant market will inevitably bring huge market demand.

　　2. Consumption upgrade brings new development opportunities to the maternal and infant industry

　　The parents born in the 1980s and 1990s who grew up in the consumer economy era are a consumer generation that is continuously implanted by the brand concept. Their consumption concept is different from the parents of the previous generation. They are accustomed to high-frequency and highly penetrating consumer marketing, and they value brands more, emotions more, and consumer experience more. For them, it is natural to be loyal to the maternal and infant brands they like, and they are very willing to pay for their favorite brands.

　　Quality, professionalism and personality exceeding price have become the new focus of parents born in the 1980s and 1990s. They are increasingly willing to pay for high-quality maternal and child products and services.

　　On the other hand, diversification of consumer demand has become a new trend. Parents born in the 1980s and 1990s are no longer satisfied with traditional food, clothing, and use, and have begun to put forward higher requirements for maternal and child services. With the deepening implementation of consumption upgrading, maternal and child services have a good market imagination space.

　　3. New retail practice brings new development vitality to the maternal and infant industry

　　Since Jack Ma proposed new retail, integrating online and offline, using high-tech and innovative marketing concepts to create a better consumer experience, building a more efficient traffic entrance, and building a consumer ecosystem closer to consumers has become the direction everyone is working on. Amazon Go is far away, and it is recently that the new retail pioneer Hema Fresh created by Alibaba are all exploration and practices of new retail.

　　New retail will gradually eliminate obstacles between merchants and consumers, make consumption faster and more convenient, the consumption experience becomes more interesting and fun, and the buying and selling relationship becomes more harmonious and harmonious. At the same time, rich personalized products are reversely customized for consumers.

　　While new retail puts higher requirements on the maternal and infant industry, it can also provide more consumer information to merchants and brands, establish efficient communication channels, and win consumer trust through innovative marketing methods.

　　4. Middle-class uneasiness is the core driving force of the maternal and infant market

　　The success of any business model cannot be separated from consumer needs. The huge potential of the maternal and infant market is ultimately driven by consumer demand.

　　Data shows that the main consumer group in the maternal and infant market is the new middle class that is gradually taking shape in China. For the new middle class, a better quality of life is their main consumption purpose. In terms of maternal and infant, it is the main feature to value brand goods, prefer overseas purchasing agents, value product quality, and prefer product design.

　　For them, the expenses in maternal and infant are not only for children, but also for building their own class barriers.

　　China has been in a period of rapid development for the past 30 years, and class mobility is far higher than a class-stable society like the United States. Similarly, China's elite class is far less comfortable than American colleagues. They feel uneasy and urgently need to use new means to safeguard their advantages.

　　The difference between wealthy and elites is not between who has a bigger house, who has a better car, or who has more assets, but the education of future generations.

　　Wanting the next generation to better gradually becomes the unified demand of the Chinese middle class.

　　What is the way out for maternal and infant e-commerce ?

　　Greater market potential, new development opportunities, new market vitality and stronger consumption drives have made China's maternal and infant market continue to improve. All merchants want to get such a big piece of cake. But how to be at ease in the competition in the maternal and infant market? How to quickly solve industry problems that are not simple at all?

　　When the traffic ceiling gradually reaches its peak, increasing the transaction rate based on the existing traffic has become a topic that all merchants are studying. How to attract consumers' attention and break the traffic dilemma?

　　In this era, only products that have stories, emotions, and can resonate with consumers can survive.

　　In the era of mobile Internet, consumers have become the center of the world. With the help of new technologies such as mobile Internet, social media, artificial intelligence, and cloud computing, an all-weather, omni-channel, and personalized customer groups have been born. They not only focus on the product itself, but also on spreading word of mouth. They shop not only to meet actual needs, but also for emotional catharsis and emotional links.

　　The nature of competition is always about efficiency and cost. Nowadays, both physical stores and e-commerce companies are facing a cold winter, and stories such as bankruptcies, layoffs, traffic ceilings, and breakage of capital chains are constantly being staged in the global retail industry. Even when no one knows clearly what new retail is, all kinds of new retail have already made their debut.

　　Alibaba’s Hema Fresh , Lei Jun’s Xiaomi Home, Amazon Go, and the unmanned convenience stores that are popular in China recently are all explorations of new retail. Everyone knows that time is not waiting for me.

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