Do you know the new trends of the maternal and infant industry?

The declining birth rate, the iteration of the human and the goods market, and the serious involution phenomenon have caused the competition in the maternal and infant industry to deepen. Take this opportunity to analyze the trends in the maternal and infant industry.

First of all, the head of the maternal and infant industry is becoming more and more concentrated, the competition is fierce, and many companies have undergone changes.

Second, the "competition" for newborn babies is getting more and more fierce, because the first impression of the brand is becoming more and more important. In addition, product innovation is also accelerating.

Third, the layout of all-category brands has accelerated. The previous categories were one brand and one category. Now, there are more and more categories of a brand. It is more concerned about meeting the different needs of the same customer and satisfying the one-stop shopping service as much as possible.

Fourth, with the rise of new consumer products, more and more companies pay attention to the maternal and infant industry, leading to the emergence of more new brands.

Fifth, the crisis of channels, the merger of two homogenized retail stores now makes no sense. The next revolution in retail stores must exist, but it must be the store itself, not simply a merger.

Although the 2020 epidemic is beneficial to the maternal and child industry, 2021 will make many maternal and child brands feel panicked and anxious. There are four main reasons: First, the birth rate has fallen. Second, the proportion of e-commerce is increasing. Third, internal volume, including brand internal volume, traffic internal volume, marketing internal volume, etc. Fourth, the pressure of performance growth and profit growth. How to become less anxious? First of all, there is no need to worry about the birth rate. Thanks to the three-child liberalization policy, it is predicted that China's birth rate will bottom out and rebound. In addition, a very important factor affecting the birth rate is aging, but as aging slowly enters the equilibrium period, we predict that the birth rate will rise.

Therefore, there are two major characteristics of China's maternal and infant industry. One is that although the number of newborns is declining, it is still tens of millions; the other is the newborns that are about to enter developed countries. Therefore, the market is still very large. Although there are fewer people, the market capacity will increase, and the competition in the maternal and infant industry will also enter a stage of deep evolution.