2021 Maternal and Infant Industry Brand Marketing Insights Report

Getting back to the topic, today I will share with you the situation of brand marketing in the maternal and infant industry . According to data, people born in the 1980s and 1990s have become the mainstream consumer group for maternal and infant products. This group has sufficient online consumption capacity and strong willingness, making "online" an important shopping scenario for maternal and infant products.

Content platforms, shopping channels, and maternal and infant vertical channels are the three most important catalyst channels for people who purchase maternal and infant products to obtain product information and place orders. Among them, content platforms are the most time-consuming, with people using maternal and infant products spending an average of 40 hours per month on them. The channel combination of "short video + e-commerce" is the most typical, with the penetration rates of "Douyin + Taobao", "Douyin + Pinduoduo" and "Kuaishou + Taobao" reaching 35.5%, 25.5% and 17.4% respectively.

In this context, content platforms have of course become a battleground for brand marketing. During the Spring Festival, major brands plan topics, invite KOLs to co-create content, spread brand concepts, and promote promotional activities. It is worth mentioning that the type of KOL who works hardest to promote maternal and infant products is not maternal and infant KOL, but beauty, fashion and apparel KOL. Beauty bloggers and fashion bloggers are very familiar with promoting products to female users. Through exquisite pictures and interesting introductions, they can not only sell lipsticks, but also diapers.

In KOL's content marketing, the three most popular high-frequency categories are milk powder, diapers, and baby bottles. However, the scene in the live broadcast room is quite different: although diapers are restocked many times, their sales performance is average; baby snacks are in high demand and supply, which may indicate that eating is the primary productive force? Other categories such as postpartum body shaping, pillows and quilts, and coloring toys, which are not popular in KOL content marketing, have a place in the live broadcast room, indicating that the marketing methods of maternal and child products of different brands and categories show obvious differences...

Which specific brands and categories have seen a surge in growth? Why not take a look at the report!

Maternal and infant product users are keen on content , platforms, and short videos to guide consumer decisions

1. People born in the 1980s and 1990s have become the backbone of the maternal and infant product market, with strong consumption willingness and high spending power. The new consumer group brings new opportunities and challenges to maternal and infant brands

2. Mothers and infants need to continuously purchase various commodities in their daily lives. Content platforms, shopping channels and vertical channels are their main sources of information and purchasing decisions.

3. Content platforms are the channel where people who buy maternal and infant products spend the most time. On average, they spend 40 hours per month on "browsing content", far exceeding shopping and vertical channels.

4. Tik Tok, Weibo, and Kuaishou are the main places where people who buy maternal and infant products spend their time. Xiaohongshu has the highest active penetration rate TGI.

5. The active penetration rate of people buying maternal and infant products on Taobao mobile app is the highest, followed by Pinduoduo and JD.com. The second-hand trading platform Xianyu is also their main source of high-cost-effective products.

6. The overall active penetration rate of maternal and infant products users in parenting maternal and infant vertical APPs is relatively high. They obtain professional parenting knowledge and conduct community exchanges through vertical channels.

7. Dual-channel combination is the main catalyst habit for people who buy maternal and infant products. “Short videos + shopping platforms” work together to guide the shopping decisions of people who buy maternal and infant products

2. Mid- and low-end KOLs have become the main force in marketing maternal and infant brands. The cross-border promotion of maternal and infant products by beauty and fashion KOLs has become an important marketing feature of the industry.

3. Beauty and fashion KOLs target female users who love beauty and promote baby care products and maternal health products with high-value pictures and fun texts.

4. Brands use topic marketing and invite various KOLs to create content to convey brand concepts and promote promotional activities.

Brands stick to live streaming during the Spring Festival , and parent-child KOLs have a significant effect

1. Baby snacks become the most popular category in live broadcast rooms

1.1 The discounts in various categories in the live broadcast room are large. Baby snacks have low unit prices and shipments far exceed other categories. Cheese sticks have become hot-selling products. Diapers have the highest shelf rate, but sales performance is average.

1.2 Music and dance KOLs have traffic advantages and conduct the largest number of live broadcasts to sell goods; parent-child KOLs have a precise audience, are favored by merchants, and have the most live broadcasts to sell goods.

1.3 Parent-child KOLs gather fans through daily parenting short videos and gain their trust. Then they sell food and toiletries through live broadcasts.

2. The livestreaming marketing strategies of different maternal and infant brands show obvious differences

2.1 During the Spring Festival, many brands adhered to the battlefield of live broadcast marketing. There were obvious differences in the number of goods sold per capita among different brands, and the sales volume also showed a difference in magnitude.

2.2 The live streaming strategies of different brands also show differences: heavily discounted products are promoted by multiple people and multiple sessions, while low-discount products rely on celebrities and top brands to make breakthroughs

Author:QuestMobile

Source: QuestMobile (QuestMobile)