This "post-95" mother is a little different!

Text/Liu Wenwen

Mother's Day is coming quietly. Do you have a holiday today, or do you want to celebrate your mother's holiday?

More and more "post-95s" have entered the ranks of mothers, and the main consumption force of China's maternal and infant market has gradually changed from "post-70s" to "post-90s".

New era women, new generation of mothers, new parenting concepts and life concepts... This year's moms are a little different!

"Post-95" mothers are not ambiguous about fine parenting

"Post-95" into the marriageable, childbearing age stage is mainly in the past five years, the new generation of mothers represented by them, compared with the previous generation, the consumption power is stronger, and the parenting is more refined.

Milk powder, bottles, diapers, children's clothing, etc., all kinds of sub-categories of parenting essentials to buy unambiguously.

The analysis of the Tianyancha Data Research Institute found that there are currently more than 3.495 million maternal and infant product related enterprises in the mainland. In the past five years, the number of maternal and infant product related enterprises has increased at an annual rate of more than 540,000.

Among them, there are more than 348,000 maternal and infant food related enterprises, more than 11,000 diaper-related enterprises, more than 310,000 children's clothing-related enterprises, more than 231,000 children's toy-related enterprises, and more than 4,500 milk bottle-related enterprises.

In 2021, the growth rate of bottle-related enterprises is rapid, with a total of more than 2,000 new registrations, with a growth rate of 85.4%, which is the highest growth in the calendar year.

There are currently more than 5,000 stroller-related enterprises in the mainland, with an explosion of 2,100 in 2021, with a growth rate of 72.3%.

In recent years, driven by the development of online retail, the overall maternal and infant market has developed rapidly, and many maternal and infant e-commerce companies have been favored by capital.

Up to now, since 2021, the overall maternal and infant field has completed about 25 financings, with a total financing of more than 2 billion yuan, of which the A round of financing has reached 7 up to 7, accounting for 28%.

"Post-95" mothers love their children and love themselves

Investing in childcare is not ambiguous, but it is also not inferior to yourself, which is also an important feature of this new generation of mothers. They will not only buy and buy for their children, but also invest in themselves.

"Post-90s" and "post-95" newborn surrogate mothers pay more attention to themselves, even if they are pregnant and have a baby, they are still exquisite, love beauty, and enjoy life.

According to iResearch research data, in addition to nutritional products, pregnant mothers who buy maternity clothing, postpartum clothing, pregnant women's skin care products/makeup and other products account for more than 20%. 38.2% of pregnant mothers insist on doing skin care during pregnancy, and about 35% of pregnant mothers insist on doing yoga and fitness during pregnancy to maintain their figure.

According to the "Mother's Day Consumption Trend" released by the Jingdong Consumer and Industrial Development Research Institute, in the past three years, women's self-pleasing consumption has increased, guiding the turnover of leisure life and hobbies in The consumption of Mother's Day gifts has increased by an average of 635% per year (the statistical cycle is two weeks before Mother's Day every year).

From 2020 to Mother's Day 2022, the turnover of local leisure and entertainment will increase by an average of 34 times per year, the turnover of horticultural life will increase by an average of 133% per year, and the turnover of swimming supplies and art photography will increase by more than 50% per year.

From the perspective of the richness of Mother's Day-related products, from 2020 to 2022, before Mother's Day, the number of beauty and skin care products in the online market will increase by an average of 681% per year, the number of nutrition and health products will increase by 350% per year, and the number of luggage and apparel products will increase by 196% per year.

Merchants are also well prepared for Mother's Day, with Mother's Day-related goods growing by an average of 342% per year in the past three years.

In the workplace environment, mothers are also full of confidence.

According to the "2022 Working Mother Survival Survey Report" released by Zhaopin, 44.4% of working mothers believe that their work performance is better than that of female colleagues at the same level, which is significantly higher than that of married and childless women (39.8%) and unmarried women (29%). Working mothers are full of confidence and have a higher evaluation of themselves than other working women.

Compared with male colleagues at the same level, 51.3% of working mothers chose "no big difference", and 35.9% had a sense of superiority, higher than other female groups.

"Post-95" mother dares to tear off the "label"

The new generation of mothers pays more attention to their children's mental health and all-round development. In addition to providing material conditions for children's growth, they pay more attention to scientific parenting and learn scientific parenting knowledge through books and professional parent-child education institutions.

The analysis of the Tianyancha Data Research Institute found that there are more than 20,000 parent-child education institutions in the mainland, and the number of newly registered enterprises in the past 5 years has increased year by year, with an annual growth rate of more than 50%, and Beijing has the largest number of parent-child education-related institutions, accounting for 9.7% of the country.

Surveys have shown that compared with the previous generation of parenting who follow the experience and rely on their parents, the "post-95" mothers are more willing to control their autonomy.

They do not blindly admire the experience of their parents, but prefer to obtain parenting knowledge on social platforms and parenting apps, and absorb the concept of professional parenting books and other concepts to comprehensively form their own parenting concepts.

At present, more and more parents are consciously cultivating their babies to eat independently and cultivate their children's self-awareness.

According to iResearch research data, 36.4% of parents said that they would encourage their children to eat independently and respect their own ideas. In addition, a variety of assistive devices such as food bowls, training forks, baby seats, etc. also help babies easily pass the learning period.

With the development of parenting science and educational concepts, parenting concepts are also changing with the development of the times, and more and more parents choose to get out of the strange circle of parenting.

From the different growth stages of the baby, there are different parenting concepts:

During pregnancy, parents will conduct some prenatal education with the baby to promote communication with the baby;

When the baby is 0-3 years old, parents are more inclined to cultivate their children's personality and behavior habits through early education institutions;

At the age of 3-6, more parents let the baby grow up freely in play and life;

After the age of 6, parents are more looking forward to the combination of work and leisure while learning knowledge.

From: The country is a through train

Editor: Chen Haoxing

Editor-in-charge: Wei Xi