Breaking the game and taking advantage of the situation, what is the prospect of the maternal and child home appliance market?

The "five modernizations" of maternal and child services, standardization, chaining, capitalization, and digitization

There is a lot of room for development in the maternal and child service industry today. There is no shortage of capital in the maternal and child market. Capital is looking for good projects every day, and projects are also looking for capital every day. As long as they are good companies, they will be found. This forum conducted an in-depth discussion on the "five modernizations" of the maternal and infant service industry, and conducted a deep analysis of the survival and development status of the maternal and infant service industry. Especially in the context of consumption upgrades and supply-side reforms, it provides new perspectives, new ideas, and new ideas for how small and medium-sized enterprises can adapt to changes and carry out their own reforms and development.

When the demand in the home appliance market is slowing down, home appliance companies are also crossing the sea, constantly tapping new profit margins. In the first two years, as soon as the "comprehensive two-child" policy was finalized, the home appliance industry was boiling. It is believed that home appliances for mothers and babies will be a new blue ocean, which is expected to usher in an outbreak period. However, contrary to the expected outbreak, the market for home appliances for mothers and babies has not stirred up a wave of waves.

Where is the "pushing hand" of breaking the game?

In fact, unlike the current embarrassing situation of children's home appliances such as many gimmicks, insufficient practicability, and greater concept than substance, home appliances for mothers and babies are more practical and there is no shortage of demand soil.

Statistics show that the implementation of the "comprehensive two-child" policy brought the number of births in my country to 18.46 million in 2016, an increase of 11.5% year-on-year, and the maternal and infant industry ushered in a demographic dividend. The 21st Century Economic Research Institute predicts that, driven by the growth of the birth population and consumption upgrades, the size of my country’s maternal and infant market is expected to grow at an annual growth rate of not less than 16% in the next five years, and the overall market size will exceed 4 trillion by 2020. .

Although the current maternal and baby home appliances reach users are still limited, but it still won the praise of many consumers. When the reporter randomly searched the keywords of "maternal and infant appliances" on JD.com, he found that a certain Haier maternal and infant air purifier had a high praise rating of 98%. Among the 89,000+ comments of the little white bear milk warmer, the praise rating reached 97%. Of course, there were also comments on products that complained about. For example, there were more than 800 negative reviews of the nearly 90,000 comments on the little white bear milk warmer, but overall, the "praise" is far ahead of the "depreciation."

However, optimism is also difficult to conceal the overall indifference. Although maternal and child home appliances have a niche support due to favorable policies, they have remained tepid in the past two years and have not yet ushered in explosive development.

Indeed, from the current point of view, the ecology of the maternal and infant home appliance industry is not very complete, the brand concentration is low, and the industry is full of miscellaneous brands. It is reported that the current players in the field of maternal and child home appliances can be roughly divided into three categories: the first category is the maternal and child brands that extend their inherent industrial chain, the second category is the comprehensive home appliance brand, and the third category is the mother and child home appliance itself. A professional brand that started from a product. Although there are "three-way men and horses" ambitiously "breaking into" the battlefield of home appliances for mothers and infants, none of them has an absolute advantage so far.

It is true that the implementation of the second-child policy has formed a certain impetus to the development of home appliances for mothers and babies. However, Hong Shibin believes that what can really ripen the maternal and child home appliance industry must be the national consumption index and consumer perceptions of consumption. "Like those companies that have entered the field of personal care appliances such as electric toothbrushes, if maternal and infant appliances want to open up the development situation, the top priority is to enhance consumer awareness."

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