New Generation Mothers Are Obsessed With Finding The Best Brand Products.

In 2012, China's child dependency ratio was 22.2%, an increase of 0.1 percentage points, rising for the first time since 1982 and rising to 22.5% in 2014. The increase of child dependency ratio will directly drive the domestic demand in children's consumption field.

Since 2014, China's 0~14 year old population has been out of negative growth, and the proportion of the 0~14 year old population has reached 16.57% in 2015.

The National Health Planning Commission predicted that after the opening of the "two child policy", the phenomenon of fertility accumulation in the last five years is quite obvious. It is estimated that 2 million 500 thousand new births will be added every year. The proportion of China's 0~14 year old population is expected to reach 17.07% in 2019.

In 2015, a large number of Lower middle clase middle class, whose families' annual income was between 25 thousand yuan and 40 thousand yuan, became the largest social class in Chinese cities, accounting for nearly 50% of the urban population, and the total purchasing power will reach 4 trillion and 800 billion yuan.

By 2020, the upper middle class will have a large number of families with annual income of 40 thousand yuan to 100 thousand yuan. By 2025, the number of the class will reach 5.2 billion, covering more than half of China's urban population, and the total disposable income will reach 13 trillion and 300 billion yuan.

According to the National Bureau of statistics, the peak of fertility in China is 20-34 years old. Among them, the highest is 25-29 years old. Now the 80's are entering the age of 30. They are the main force in establishing a family in the city and raising the next generation.

With the advancement of urbanization, the birth of these new generation middle class will become the main group in the "upgrading of children's consumption".

The new generation of parents' concept of child rearing in the new era

The parents of this generation are mainly concentrated between the 1980s and the 1990s.

Young parents of this age are accompanied by

The biggest feature of information and information globalization is the globalization of child care concept. Its internationalized concept of childcare will inevitably lead to the internationalization of the choice of child care products.

Characteristics one: "resolutely do not listen to the mother-in-law".

The United States put forward the concept of "digital aborigines". The first criterion is that after the birth of 1980, the only child of the post-80 generation is the life of the Internet. Digital survival is the way they live from childhood.

The new generation of post-80s parents prefer to watch mobile phones and computers rather than newspapers or televisions. The first thing before bed and after getting up is probably to turn on the cell phone.

There are often different understandings about how to nurture the "two generation". Parents and their parents have different understandings after 1980s. They may believe in book knowledge, Internet information or information from their peers.

Objectively speaking, most of the old people did not form the real concept of child rearing, and some of them only had the idea of raising children. These are usually obtained from the experience of the older generation or the old comrades and old friends. Many ways of raising children "old saying" why this is so, they are not ten distinct.

A new generation of parents may not ask their parents anymore, but they will take out their mobile phones to search.

They have a more friendly attitude towards the new media after their parents, and are willing to learn the method of child rearing in a new way.

Such contradictions exist more or less in almost all the families raised by generations.

Characteristic two: "attach importance to children's natural growth"

If we want to rank the ten hates of Post-80 generations, the exam oriented education "a thousand armed forces and a single timber bridge" can definitely top the top three.

Now the society has become more and more diversified. After 80, the children are more tolerant to their children, because the 80's who have been deeply hurt will not take the exam oriented education to torture their children.

They do not think that learning well is the primary criterion for children's healthy growth. They pay more attention to children's ability development and personality development, rather than just looking at their academic performance.

But on the one hand, they want their children to grow up happily and happily. On the other hand, parents can not let their children lose at the starting line. The new educational concept "attaches importance to the growth of children's talent" has been widely recognized by most of the 80 and 90's parents.

Children's gifted education originated in the United States, and each country has different research institutes and research results. Some children in the Enlightenment period, if they show some special sensitivity to certain things, can be timely excavated and properly guided, then these children will develop to a peak in endowment after long-term training and training.

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"Children's talent" related global information and international education institutions are boosting the new generation of parents in China, sending children to various early education institutions, gifted education and interest training classes.

A new generation of parents generally believe that all children, including children we think are normal, are different from each other and have their own characteristics.

Everyone's IQ, EQ, talent, interest, receptivity and so on are different.

Behind the "attention to children's talent" is the respect of the new generation of parents for their children's individuality. They do not want to deliberately cultivate their children to adapt to the society, but rather attach importance to the uniqueness of their children.

Feature three: "obsessed with finding the best brands and products".

From the beginning of life, a new generation of parents will suddenly find themselves in a vast SKU Commodity world.

SKU as high as 55w+, we have never been able to buy mother and baby and child care products almost all over the world.

Consumers are also facing some unprecedented problems, such as many new categories, such as mosquito repellent stickers, sunscreen sunglasses, child safety basket, children's skin care powder and so on.

There are dozens of different categories.

For example, a small bottle has ten buying factors, 9 are safety related, more than 20 world-famous brands, 5 different bottle materials, 2 different nipple materials, and the wrong mistake may lead to 3 kinds of diseases.

In the face of any big category of e-commerce platform, mother and baby consumers are often very confused about how to choose brands and products.

In the domestic market of mother infant products, "safety" and "Healthy Feeding" are the primary demands of the new generation of parents. They are skilled in using all kinds of information, information, knowledge and Internet products, and are obsessed with finding the best brands and products.

But consumption upgrading is not equal to "high" consumption. China's economy is changing from high speed growth to medium and high speed growth. Consumers will pay more attention to cost performance.

On the other hand, on the supply side, excess capacity release and upgrading of industrial structure, more and more inexpensive commodities will appear in the market.

For mothers and children who consume a lot of money, such as milk powder and diapers, meticulous / rational parents form a "fixed brand" + "early stockpile / group purchase" purchase mode.

Most mothers and infants are non-standard products and long tail products, and parents are willing to spend a lot of time looking for the best and most appropriate brands and products.

Mom's "chopper" area for consumption upgrade

The key areas of children's consumption upgrading: early childhood education and early childhood education

In a global mother's research report entitled "Global Motherhood", "what commodity is worth buying at a big price for mothers?" Chinese mothers say that educational products are the most expensive products to buy, apart from "feeding food", and their scores are much higher than those of mothers in the United States, India, Australia and Britain.

In the expense of family parenting, Chinese families have the highest proportion of education related expenses besides housing and medical care. Especially in the maintenance relationship of 4+2+1 in most Post-80's only parents, the education of the "two generation" is more important.

Apart from K12 education, the new generation of parents' attention to children's talent is part of early childhood education for children aged 0~6. Most of them are willing to invest heavily. This includes children's English, music enlightenment, early education institutions, educational toys, parent-child travel and so on.

A more representative example is Lego.

Lego toys entered China in 1990s, but the price is high. It is a reason why Lego toys are three digits in the age of 1990.

Chinese parents can not understand the meaning of a toy that sells so high.

The idea of parents changed until it came together with the education of intelligence.

Lego group joined the local educational institutions to open Lego toy classes, combining toys with science, technology, engineering and mathematics. This became the blue ocean strategy of Lego in the Asian market at that time, totally different from the concept of "play" in the European and American market.

In recent years, Lego's performance in the Chinese market has grown strongly. A company founded in 2005, Shanghai, began to train Lego related education as early as possible.

In 2014, it opened 21 new teaching stores in the whole country, accounting for nearly 40% of the total number of stores.

Opportunities for upgrading children's consumption: clothing, toys

From the perspective of maternal and infant consumption, children's shoes are the first category of mother to child online shopping, followed by toys.

The paction scale of the whole mother and Baby online shopping is rising year by year, and the proportion of children's clothing and toy category is also in the upward trend.

With the continuous improvement of family income, the per capita consumption of children's clothing is increasing year by year.

In the past, the children's wear market in China was mainly based on the pursuit of cost-effective. It is generally accepted that children's clothing replacement cycle is short, so long as children can wear enough clothes to wear.

The new generation of parents' consumption habits and needs psychology tend to be influenced by brand consumption, and the choice of children's clothing will be more brand oriented, personalized and fashionable.

At present, the market share of high-end children's clothing brands in China is occupied by foreign brands. In 2015, the share of the top ten children's clothing brands in China was only 11%. In the past, our high quality children's clothing was mainly exported to the United States, Japan and Europe.

At present, the overall situation of textile and clothing is the decline of market growth rate, mainly due to the obvious decline in exports and the loss of advantages in human cost, and domestic garment manufacturers are forced to reshape their competitiveness.

This part of the huge domestic productivity will be pferred back to the domestic market driven by the upgrading of children's consumption, and the supply chain system should be re integrated to shape standardized management and brand building.

Apart from the fact that China's productive forces of global textiles have manufacturing advantages, another category of opportunities may be toys.

In fact, the toy market has gone through a process of "ebb and flow". A group of unyielding toy manufacturers and new toy manufacturers stand out in the brutal survival of the fittest and rebuild the quality and credibility of Chinese toys internationally.

Although China's toy export has a good performance under the severe foreign trade background, on the one hand, it is driven by the domestic film and TV animation. On the other hand, due to the steady increase of the domestic consumer market brought by the "two child policy", the excellent toy factory is also actively extending the industrial chain and increasing more value-added products under the promotion of the capital market.

The highest added value of toy products is often linked to "product design" and "technological innovation". "Toys + education" intelligent toys, "toys + Internet" mode of internet intelligent toys, may be a new opportunity to help rebuild the global competitiveness of domestic toy enterprises.

The domestic market of children's clothing and toys has never been short of "massive" and lack of "boutique". The market's future opportunities are not simply on the sales platform, but will inevitably produce brand capable manufacturers under the iteration of consumer groups, as well as the Internet + high quality "selected" brand E-commerce platform.

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Platform opportunities for children's consumption upgrading: consumption decisions

In the face of vast maternal and child products and maternal and child services, as well as the Internet's turbulent "parenting" views and child care information, how to pick out the best brands and products, the novice parents will feel anxious more or less.

Maternal and child consumption decisions are divided into fields, months of age, recommended by science, safety, KOL recommendation and selected products. Mothers' purchase decisions are very different from men's. mothers' consumption decisions often start with "question consultation / discussion" or "sun / share" rather than commodity itself, and "expert questions and answers" and "non expert KOL" are very influential to mothers' decisions.

But the traditional mother and infant community is disorderly and scattered information is not friendly, professional information and "experts" of the good and bad, as well as the traditional electricity supplier channel centralized traffic, let consumers "find" likes and suitable goods become difficult.