In the 1990s, there were very few specialty stores for maternal and child products, and people only had vague concepts about maternal and child products, such as milk powder and diapers. The maternal and child industry in China is still in its infancy.
In the next decade from 2000, the concepts of maternal and child products and maternal and child economy gradually became popular, offline retail channels gradually matured, and online maternal and child communities and offline brand online shopping malls began to be widely used;
After 20 10 years, the maternal and child industry entered a golden period, and e-commerce online shopping became the main scene of maternal and child consumption, and vertically subdivided maternal and child e-commerce, tools and community apps gradually emerged;
Since 20 15, the maternal and child industry has gradually matured and offline consumption will gradually open up in the future. Differentiated operation and refined operation will become the main theme of maternal and child platform development.
The maternal and child industry runs through the whole pregnancy cycle and the growth cycle of infants and young children. According to consumer groups, it can be further divided into pregnant women's products, pregnant women's services, baby products, baby services, etc., focusing on expectant mothers (pregnant women), pregnant women, postpartum new mothers, infants and other related products or services.
In 20 18, the market size of maternal and child industry in China exceeded 3 trillion.
In recent years, the gradual release of the dividend of birth policy, the increase of per capita disposable income and the upgrading of residents' consumption concept have promoted the rapid development of the maternal and child market. According to the statistical data published by Prospective Industry Research Institute, the market scale of maternal and child e-commerce industry in China has exceeded one trillion yuan in 20 10. And it shows an increasing trend year by year. By 20 16, the market scale of maternal and child industry in China will exceed 2 trillion yuan, and by 20 17, the market scale of maternal and child industry in China will increase to 262.2 billion yuan. By the end of 20 18, the market scale of maternal and child industry in China exceeded 3 trillion yuan, reaching 3 107 billion yuan. It is predicted that in 20 19, the market scale of maternal and child industry in China will reach about 3,607.3 billion yuan.
20 10-20 19 statistics and forecast of the market size of the maternal and child industry in China.
Data source: compiled by Prospective Industry Research Institute.
In the future, the maternal and child products market in China will exceed 5 trillion.
China's maternal and child products market is growing rapidly. In 20 10, the transaction scale of China maternity products market was about 1 trillion yuan. By 20 15, the transaction scale of maternal and child products market in China has risen to 2.3 trillion yuan, and the compound annual growth rate has reached 18 from 201/5. It is estimated that the new demographic dividend, the improvement of national consumption level and 80/90
Driven by the new generation of mothers' willingness to consume commodities, the maternal and child commodity market in China will continue to maintain steady growth. It is preliminarily estimated that in 20 18, the transaction scale of maternal and child commodities market in China will reach about 3.2 trillion yuan, and in 20 16.
Year to 20 18
The compound annual growth rate can reach 12%. It is predicted that the market size of maternal and child products in China will reach 3.54 trillion yuan in 20 19, and the compound annual growth rate will be about 9.29% in the next five years (20 19-2023). It is also predicted that the market size of maternal and child products in China will exceed 5 trillion yuan in 2023, reaching about 5.05 trillion yuan.
2010-statistics and prediction of the market size of maternal and child products in China in 2023
Data source: compiled by Prospective Industry Research Institute.
The future market size of infant milk powder in China is 200 billion.
In 20 16, the market size of infant milk powder in China was122.5 billion yuan, up 6.43% year-on-year. By the end of 20 17, the market size of infant milk powder in China has reached13.5 billion yuan, and it is preliminarily predicted that the market size of infant milk powder in China will exceed150 billion yuan in 20 18, reaching about150.5 billion yuan. It is predicted that the market scale of infant milk powder in China will reach 654.38+063 billion yuan in 2065.438+09. It is predicted that the market size of infant milk powder in China will exceed 200 billion yuan in 2022. In the next five years (20 19-2023), the compound annual growth rate will be about 7.27%, and it is predicted that the market size of infant milk powder in China will reach about 2158 billion yuan in 2023.
Statistics and Forecast of Infant Milk Powder Market Scale in China from 2065438+06 to 2023
Data source: compiled by Prospective Industry Research Institute.
In the future, the market size of baby diapers in China will exceed 1000 billion.
The market scale of baby diapers in China has steadily expanded. In 20 13 years, the market size of baby diapers in China has reached 215.32 million yuan. In 20 15, the market size of baby diapers in China exceeded 30 billion yuan. By the end of 20 17, the market size of baby diapers in China has increased to 43.587 billion yuan. It is preliminarily estimated that the market size of baby diapers in China will reach 48.473 billion yuan in 20 18. It is predicted that the market size of baby diapers in China will reach 59.8 billion yuan in 20 19. In the next five years (20 19-2023), the compound annual growth rate will be about 14.42%. It is predicted that the market size of baby diapers in China will exceed 1000 billion yuan in 2023, reaching about 1025 billion yuan.
Statistics and forecast of the market size of baby diapers in China from 2065438+03 to 2023.
Data source: compiled by Prospective Industry Research Institute.
Analysis of unfavorable factors in the development of maternal and child industry in China
-The overall production level of the industry is not high.
At present, consumers of baby products are characterized by "intelligent consumption". Consumers recognize the quality of foreign products and like to buy well-known brand products, which is undoubtedly a great challenge for Chinese baby products enterprises. At present, children's wear, cotton spinning products, food and milk powder account for a large proportion in the domestic baby products market, mostly around eating, wearing and using, but relatively speaking, the share of education and entertainment is relatively small. However, in developed countries such as Europe and America, the market share of early education entertainment products is extremely high. Judging from the current development of the maternal and child market in China, the industrial structure is not reasonable and the concentration of production is generally not high; There are many middle and low-grade products and few high-grade high-tech products; Strong manufacturing and processing capabilities, but weak R&D and design capabilities, with more OEM production and fewer independent brands. The overall productivity level of China's baby industry is still not high, and there is still a big gap with the international advanced level.
2. The quality problem of baby products is serious.
The overall quality and safety level of maternal and child products in China is not high, and quality and safety are the main problems. Specifically, it includes the following aspects: First, the pass rate of baby carriages is low, and the main problem is that the protective cover, design structure and safety protection device are unqualified, which is easy to cause harm to children. Second, the average pass rate of children's wear is not high, and there are problems such as PH value, formaldehyde exceeding the standard and insufficient dyeing fastness. Third, the quality of toy products is not up to standard, and there are some problems such as dangerous hairballs, burrs, too large gap between activities, and irregular packaging labels. Fourth, additives such as formula rice flour and milk powder exceed the standard, and some small-scale production enterprises have problems such as microbial indicators exceeding the standard or not adding nutritional fortifiers and microbial elements in full according to the standard. Fifth, the actual quality of diapers is not up to standard, and the products are difficult to protect infants because of their microbial indicators exceeding the standard and poor air permeability.
3. Market order and competitive environment need to be improved and strengthened.
Strictly speaking, the development level of maternal and child products industry in China is still in the primary stage. Driven by market demand and interests, some small enterprises and a large number of family workshop-style enterprises produce privately without production conditions; Some manufacturers do not implement national standards, products are not strictly inspected before leaving the factory, and other violations occur frequently; Even a few lawless elements make and sell fake products at will, bringing a large number of fake and shoddy products. These behaviors have seriously damaged the good image of the maternal and child products industry and greatly undermined the normal market economic order.
Generally speaking, there are some problems in the whole industry, such as low entry threshold, low market concentration and intensified homogenization competition, which leads to disorderly market competition and uneven enterprise development. Relevant departments should pay attention to it, improve the market supervision system, strengthen order construction, and provide a good development environment for the baby products industry.
Analysis on the development trend of maternal and child industry in China
-Comprehensive two-child policy
In recent years, the introduction of the national comprehensive second child policy has achieved remarkable results in stimulating the growth of the birth population. The population born in China in 20 16 reached17.86 million, of which more than 45% were two children or above; In 20 17 years, the annual birth population in China reached17.23 million, and the proportion of second-born newborns increased to 510.3%, with the number reaching 8.83 million, one more than that of newborns. The arrival of the two-child baby boom triggered by the introduction of this policy will change the age structure of China's population, not only directly promote the formation of a new round of demographic dividend and the improvement of China's potential economic growth rate, but also promote the development of special baby products markets such as baby food, baby toys and baby clothes. With the implementation of the comprehensive two-child policy, the development of China's baby products industry will be more rapid.
2. The consumer market for mothers and children is becoming more and more mature.
With the birth of a new generation of mothers and babies, price is no longer the decisive factor in buying baby drinks, and mothers and babies pay much more attention to the products themselves than brands and prices. On the one hand, the demand of maternal and child industry is rigid and has certain irrational characteristics. Coupled with the transformation and upgrading of consumption power and consumption concept, the current price sensitivity of consumers has become lower. On the other hand, the baby mothers born in 1980s and 1990s have entered the baby boom and gradually become the main consumers of maternal and child products. With the improvement of their parenting concept and economic conditions, quality, practicality and brand reputation have become the most critical factors for users to consider when purchasing maternal and child products. They are more willing to pay for better quality and more practical products, and good brand reputation also represents consumers' recognition of brands and goods. All the above factors have promoted the maturity of the maternal and infant consumption market, and will also promote the rapid development of the baby products industry.
3. Online and offline integration has become a trend.
With more and more kinds of maternal and child products, consumers show different degrees of difficulty in choosing among many commodities, and the influence of channels on consumers is increasing. Domestic maternal and child commodity sales channels can be divided into offline and online categories. Offline channels mainly include maternal and infant chain stores, department stores and daily supermarkets. In addition to online stores and Haitao independently developed by brands, online channels mainly include community e-commerce, integrated e-commerce and vertical e-commerce. In recent years, the pattern of maternal and child market in various regions of China has gradually derived a new development trend, and industrial resources have begun to concentrate in the hands of retailers. Channel is king, and terminal success has become the knowledge of many enterprises and brands. With the development of the industry, online and offline channels gradually extend to each other, forming an omni-channel retail format integrating online and offline.