April 2, 2019, First Financial Business Data Center (CBNData) issued a joint Lynx motherhood "Motherhood industry category trends and consumer insight" (hereinafter referred to CBNData "Report"), based on large data CBNData consumption in order to In the online maternity industry, the five categories of “eatâ€, “wearâ€, “useâ€, “wash†and “service†are the research scope. The online pregnant women are the research subjects, and their consumption behaviors are observed through the intergenerational and pregnancy periods. And analyze the current status of the online maternity consumer industry and future development trends. CBNData "Report" shows the portrait of the pregnant consumer group: 1) Over 70% of female consumers who purchase independently; 2) After 85 and 90, it is the main consumer group, and the rapid rise after 95; 3) Consumers who consume more than 1,000 yuan a year account for 12% of the total, contributing more than half of the market share; 4) The annual consumption growth rate exceeds 3,000 yuan, and the number of consumers increases by nearly 50% year-on-year. The growth rate after the 90s and 95s is the fastest; 5) During the period of the promotion, the proportion of consumption after 85 and 90 is relatively higher, and the number of shipments per capita is the highest after 90; 6) Before and after 80, the consumption power is relatively higher, and the proportion of high-end goods consumption is higher than other generations; 7) After 90, 95, it became the main force of Tmall International; and the proportion of consumption in the middle and high-end brands increased significantly; 8) From pregnancy to postpartum, consumer demand is most prominent in the third trimester, contributing 60% of the market share; 9) prefer to buy high-priced goods in the first trimester, and purchase more goods in the third trimester; 10) Pre-consumer consumption preference health products and wedding supplies; early pregnancy preference for family planning supplies; consumption in the second trimester of heavy nutrition; demand for maternity products in late pregnancy and postpartum. Based on this, CBNData "Report" will analyze the five trend categories of "eat", "wear", "use", "wash" and "service" in the maternity industry. "eat" Nutrient network red "DHA, moon meal, probiotics" Most popular after 90, 95 weeks pregnant women When the health youths are upgraded to be mothers, nutrition and health products will not be “absentâ€. According to the CBNData "Report", pregnant women's purchasing preferences for health foods have been shown during pregnancy and early pregnancy. Among them, the consumer groups in the first 6 months of pregnancy pay more attention to nutrition and balance the body; while the early pregnant population has a significant demand for folic acid, iron and other nutrients, in addition to their purchase of early pregnancy test strips, fetal heart rate and ovulation test strips, etc. Detect pregnancy related products. From the perspective of the 2018 online maternal nutrition food market, DHA has become the core product of maternal nutrition development and led the market as a whole; nutrition in the postpartum period has also received continuous attention; probiotics that help maintain the body during pregnancy are becoming new Red, a rapid rise from the niche market. The above three types of fast-growing nutritional foods are most favored by pregnant women after 90s and 95s. "wear" Pre-dressing multi-scene, professional brand leader After 90, the most willingness to "wear" investment during pregnancy To break the traditional fetus pattern of pregnant women's “not leaving homeâ€, we must first have a set of professional pretend that is comfortable and does not lose value. According to the CBNData "Report", looking at the current situation of the various leaf categories of maternity wear on the 2018 line, the trend of diversified development of categories, the category richness is in line with women's wear. Among them, pregnant women's trousers and dresses as the core category, together contributed more than 60% of the market share; maternal headscarves, maternity hosiery and other accessories category of the market share of rapid growth. From the 2018 online pregnancy market, the professional pregnant brand has a market share of more than half; while international brands have made great strides, domestic well-known brands have led the Amoy brand. In addition, in order to cater to the needs of pregnant mothers in a variety of scenarios, in recent years, fashion, career and sports, etc., the demand for pregnant clothes in different scenarios has increased significantly. It seems that pregnancy does not delay "women's wardrobe will always have one less piece of clothing" . And compared with other age groups, the post-90s pregnant women consume the highest proportion of “wearing†categories during pregnancy, and they deserve the “fashionable†group. "use" Electric bilateral breast pump is becoming more and more mainstream Waist pillow, waiting for the package to lead As the highest "pregnancy products" in the third trimester and postpartum consumers, it is the key to alleviating the physiological reactions such as breast milk and backache. According to the CBNData "Report", as a hot product in pregnant mothers in recent years, breast pumps have led the rapid growth of the online maternity products industry, in which "electrical bilateral" is gradually replacing "electric unilateral", becoming the driving electric The main driving force for the development of breast pump categories. This is not unrelated to the “convenience†and “use feeling†that the consumer experience pays most attention to. In addition, as another important category in maternity products, “waiting for suppliesâ€, there are new consumer demands. From the 2018 online production of products, the proportion and growth rate of the category of products, the waist pillow, waiting for the package category is in the market leading position, which should be indispensable to the star pregnant mothers personal demonstration. "washing" "Lipstick + BB cream" accounted for 60%; 95 after the preference makeup set Skin care during pregnancy from facial, stretch marks, to local refined development Just as the star treasure mother can be beautiful during pregnancy, “unloading†can quickly “return the rivers and lakesâ€, apparently became the dream of many pregnant mothers, which also gave birth to the demand for toiletries during pregnancy. According to the CBNData "Report", in the past two years, the demand for color cosmetics during the online pregnancy broke out, mainly based on maternity lipstick and BB cream category, accounting for 60% of the market share of the makeup market during pregnancy. It is worth mentioning that after 95, the preference for toiletries is obvious. Among them, the maternity makeup set is most popular with them, which shows the importance attached to the “face projectâ€. In the double-digit continuous care category, facial and stretch mark care is the mainstream of the market, while local nursing needs such as breast cream, moon toothbrush, and lip essence appear, indicating that the maintenance demand during pregnancy is becoming more refined. development of. "service" Mainly during pregnancy, demand for monthly services has soared As the saying goes, "there is a specialization in the surgery industry." More and more pregnant women tend to "be responsible for their beauty and beauty, and please take a professional baby with a month." According to the CBNData "Report", looking at the 2018 online maternity service market, pregnancy testing is the main type of maternity service, while post-natal repair, pregnancy and monthly services are rapidly developing. Judging from the consumer portraits of online maternity services, the post-80s and post-90s are the main players in the market, and after 80s, the demand continues to grow. After the 95s, the consumer groups are also invading; in addition, from the perspective of different line cities, the third line Urban consumer demand is the most significant growth, and as consumers in the first-tier cities with the largest market share, their consumer demand is still growing. First Financial Business Data Center CBNData is a strategic data platform for intelligent business research consulting and integrated marketing communication based on big data. With the superior resources of Alibaba and CBN, it has the world's largest consumer database and China's largest financial system. Media cluster. CBNData is a core product for business data reporting/micro-reporting, data indexing, customized consulting, etc., providing panoramic analysis of the consumer industry and in-depth data insights for businesses and consumers; through data visualization, native content, events, training, video / Live broadcast and other forms to expand the business boundaries of data research, enrich the application scenarios of data commercialization, and comprehensively enhance the operational efficiency of the Chinese business world with the multiplier effect of data plus media. 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Report | 5 mother and baby categories, nearly 700 million consumer data, status and trends are in this report!