Wen | Zhongtong Media reporter Yan Yue
A statistical data on China's newborns in 2021 shows that of the 10.62 million newborns in the whole year, the second child accounted for 43%, and the third child has reached 1.5 million.
A review of relevant statistics in recent years found that families with more than three children were not a small magnitude before the state introduced new fertility policies (see figure below).
Watchmaking: Children's Research Institute
In fact, by 2019, among China's newborns, there are more than 1.61 million children with more than three children. Although there has been a decrease in the past two years, the figure in 2021 is roughly equivalent to that in 2020, at around 1.5 million. This may mean that even as fertility policies continue to increase, the impact on the number of newborns will be limited.
Instead of waiting for policy blessings and hoping that the number of consumption will explode, maternal and infant practitioners should hurry up and think of more ways on how to increase the amount of consumption.
In the case of tightening wallets and poor consumption, how to increase the consumption quota of maternal and infant products?
Consumption focus of the first, second and third children
According to the popular saying in the parenting circle, "one child is raised according to the book, and the second child is raised according to the pig". For families with one child, two children or even more, consumption has shown its own characteristics and differences.
One-child family, is a typical four-two-one structure, regardless of income, in the consumption of maternal and infant goods will do a lot of investment, Bao Dad, Bao Mom and Grandparents, uniformly comply with the "best quality" principle.
Maternal and infant goods consumption in one-child households accounted for 44% of the consumption of low-income households, 32% of the consumption of middle-income households, and 22% of the consumption of high-income households. Many of the new boutiques visited by the middle-aged children are for one-child families. In addition to high-end ultra-high-end milk powder, from nutritional DHA, walnut oil to snack food, from bottles to children's clothing, from parenting knowledge to professional selection ability, it is all a stop.
Two-child families, because of the reserve of parenting experience, the pursuit of cost-effective goods, many offline experiences, adjusted to online direct shopping, and because of the establishment of a circle of mothers around, the purchase channels are more diverse.
Families with more than three children are relatively active in various parent-child projects, such as handicraft workshops, leisure farms, climbing, etc., and it seems more fun for the whole family to travel together. Compared with basic goods, families with more than three children spend more on services boldly.
It can be seen that even children of the same age will be different due to different focus of household consumption. Leaving aside whether he can do a thousand faces, it is also necessary to understand his family form before recommending high-quality goods, cost-effective products and high-end services to customers.
Some mother and baby retailers will focus on adding a note in the data background: three children. This is part of the precise service and effective increase in consumption.
Can multiple children have a "butterfly effect"?
Because of the diversified demand, the two-child and three-child families have changed the original consumption structure of maternal and infant goods to a certain extent, driving the relevant consumer market. For example, housekeeping-related services, baoma's postpartum repair equipment, health care products, and even multiple cars and car seats.
A child, with a stay-at-home mom and a family belt, doesn't seem that hard. But when the second child is born, the full-time mother seems to have no way to help, need to use domestic services to solve the daily problem of bringing a baby, more families will follow the increase in the urbanization rate, women's working hours change, and constantly need. China's urbanization rate in 2020 is 63.89%, and in 2021 this figure is 64.72%, an increase of nearly one percentage point.
The birth of the second and third children has spawned many new needs of baoma. During the promotion of an e-commerce platform, the year-on-year growth rate of the maternity repair instrument has reached 256%, and many of the purchase reviews are second-child mothers, who say that this is already a "just needed product" that they rely heavily on.
In addition to retaining "beauty", the health of women over 40 years old has also become the focus of attention, fitness cards, nutritional products, everything.
Of course, some people will think that the changes in consumer demand leveraged by multi-child families may have a "butterfly effect" in the future, such as stimulating the sales of seven-seatER SUVs with larger space and driving a small outbreak of car seats.
Click one to see, 2022 fortune