There are actually two phenomena in the maternal and infant market now. On the one hand, both online and offline merchants are worried about expensive traffic and cannot attract consumers with high cost performance and fall into business difficulties. On the other hand, some merchants have won unanimous favor from customers through new products, new experiences, new channels and new methods, and their business is very prosperous.
Why are these two obvious differences caused? In fact, some businesses are not adapted to the new changes in consumers and are still looking at current consumers with the same old eyes.
Mainstream consumers who grew up in the Internet era have already had completely different consumption concepts and have their own requirements for products:
1. Not satisfied with mass commodities, consumers begin to prefer to purchase diversified and unique products;
2. Consumers pursue personality while pursuing commonality, hoping to find people and groups with the same hobbies while purchasing;
3. What consumers buy is no longer just a product, but also pursue the emotional sustenance and cultural and spiritual value behind the product.
Faced with such new changes, merchants can only develop by actively adapting, deeply understanding consumer needs, and constantly providing valuable products and services to customers.
A personality
In "Nius Behavior", Oxford scholar James Hakin described the middle class under consumption upgrading in "Nius Behavior": consumers who hold this consumption concept are unwilling to be the mediocrity of ordinary mass consumer goods, and they cannot and are unwilling to switch them all to high-end luxury goods. They love some upgraded consumer goods that are slightly higher than traditional consumer goods and have two higher prices. OK, but not the best, expensive, but not too expensive.
At present, maternal and infant consumers in China are showing the following characteristics: With the upgrading of consumption capacity, maternal and infant consumers have higher requirements for the expression of self-cognition, and the original monotonous maternal and infant products can no longer meet their needs. Moms are no longer satisfied with cute princess dresses, and hope that their little princess can try denim style, sporty style, ladylike style, and cute style; fathers not only value the safety of child seats, but also like unique and novel styles, small and connotative designs, and they must be different from those of neighbors; babies no longer read the same "Snow White and the Seven Dwarfs" and "Mickey Mouse and Donald Duck". Everyone has their own unique childhood memories, some are "Happy and Big Big Wolf", some are "Thomas", some are "Little Prince", and some are "Guess How Much I Love You"...
The new generation born in the 1990s who grew up in the Internet environment pursues personalization and advocates individual value, which is reflected in parenting, and has diversified demands for consumption and personalized expressions. Merchants should transform from the previous 4P marketing model that is positioned as a popular market and mainly promotes the market, and transform into a target consumer group accurately to more effectively meet the target consumer's niche consumer needs.
At present, niche brands focusing on vertical categories are emerging rapidly, and well-known brands are also developing sub-brands that benchmark against niche consumers, which further proves this. With the end of the traffic dividend, it is not limited to traditional mass market classification, and dividing consumers from more dimensions is the direction that all maternal and infant merchants need to work hard.
Have a partner
Recently, the Tetra Pak report released by Tetra Pak Company pointed out that in the era of digitalization and information explosion, content created by third parties or users themselves has become increasingly important, and is usually more convincing than direct communication between brands. The social and "super leaders" group has important influence. If brands want to enhance their image, they need to strengthen communication and interaction with them.
Just like the big maternal and child categories such as "Uncle Kai's Story Telling", "Niancai Mom" and "Hot Mom Gang", they have entered the field with high-quality content and focused on precise fans, achieving amazing market monetization. In the current consumer market, consumption itself is no longer the focus, and consumers are more concerned about what they do with. When consumers buy goods, they want to buy different things, but at the same time they hope to have a group of fellow practitioners who can share their experience in using, daily life, and trivial matters with them; merchants sell goods, but not just sell goods, but also recommend a lifestyle.
In this environment of overproduction, it is not the most important thing to buy whoever buys. The product that reflects one's personality is to buy products that reflect one group and integrate into one group. Just like some mothers advocate minimalism, some mothers put family first, some mothers want to be tiger moms, and some mothers hope that their children will grow up freely. When mother and baby consumers with different characteristics gather together, they naturally tend to have a certain same consumption tendency.
Maternal and baby communities like La Ma Bang and Babytree can achieve consumer mental placement with content and subsequently achieve profit growth through e-commerce, which is a good model. Fan economy, likes outweigh all the truth. For maternal and infant merchants , we attach importance to content construction, community construction, and fan training. We believe that it will be helpful to business growth.
Cultured
In 2013, Disney's 11 theme parks around the world contributed $15 billion in revenue and $2.2 billion in profits to Walt Disney, with the main revenue coming from souvenirs and catering sales.
In 2015, the domestic animation miracle "Pleasant Goat and Big Big Wolf" contributed about 1 billion yuan in derivative revenue to its affiliated company.
In 2017, the maternal and infant giant "Niancai Mom" received an additional investment of RMB 60 million in Series B financing from Ziniu Fund and Jingwei China.
In such a new era of consumption, consumers pay attention to the quality of products, but quality products alone are far from grasping the hearts of consumers. Consumers hope that their purchases have connotations and the products they buy are cultural. Just like Disney's success, the same quality pillows are willing to pay several times higher just because they are from Disney, because of the price of Disney, because of the entire gorgeous and beautiful fairy tale world represented by Disney.
Now the increasingly popular IP image authorization, theme commercial space, product brand stories, etc. have won the continuous recognition of consumers because of the emotions and culture behind it. If you just sell goods, it will only get worse and worse. If one day you start selling culture, people will be willing to continue working with you.
Last Saturday, I was wandering around the business center in Shanghai. In the mother and baby area, I would see cartoon trains carrying children around the mall. I would see children's clothing stores with trendy and fun stores like famous fast fashion brands such as ZARA, H&M, UNIQLO, and mothers and dads sitting in the aisle waiting for their children to take interest classes...
This is what mothers and fathers really need, and this is the future of the maternal and infant market.
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