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2021年中國母嬰人群消費研究報告發(fā)布

出處：寶媽網(wǎng) 日期：2024-10-08 09:51:02 編輯：星辰

近日，新浪微博聯(lián)合艾瑞咨詢發(fā)布了《2021年中國母嬰人群消費及信息獲取渠道研究報告》，報告采用定量問卷調(diào)研、行業(yè)專家深訪、定性座談會以及桌面研究四種研究方法。報告中通過分析母嬰人群的生活狀態(tài)、消費情況、關(guān)注的母嬰信息和獲取信息渠道，挖掘母嬰用戶價值及滲透母嬰行業(yè)機會，為相關(guān)企業(yè)塑造母嬰行業(yè)影響力提供參考意見。核心摘要母嬰市場規(guī)模持續(xù)增長，細(xì)分品類呈現(xiàn)差異化發(fā)展態(tài)勢：宏觀環(huán)境利好和母嬰消費升級共同促進我國母嬰市場規(guī)模持續(xù)增長，2020年我國母嬰市場規(guī)模達到3.25萬億元；隨著產(chǎn)品需求及使用場景更加細(xì)分，母嬰消費不斷延伸，產(chǎn)品分類更加精細(xì)化，各個細(xì)分品類也呈現(xiàn)出差異化的發(fā)展速度。不同代際母嬰人群的育兒消費行為具有明顯的差異：95后母嬰人群家庭各成員都積極參與育兒工作，對嬰兒食品、服裝和用品的需求更為明顯，更偏好國產(chǎn)母嬰商品，線上的綜合電商和線下的母嬰專賣店是首選購物渠道。90后寶媽是育兒的絕對主力，其購買過大件嬰兒用品的比例相對較高，并且相對偏好選擇多種渠道購物。85后母嬰人群對早教娛樂類產(chǎn)品的需求度相對較高，相對整體母嬰人群，更偏好進口母嬰產(chǎn)品和傳統(tǒng)購物渠道。中國母嬰市場概況根據(jù)國家統(tǒng)計局的數(shù)據(jù)，近幾年我國人口出生率逐年下降，人口出生率逼近10‰。二胎的全面放開，在一定程度上減緩了新生兒數(shù)量下降的趨勢。隨著我國居民可支配收入逐步提升，新一代寶媽寶爸育兒理念不斷更新，追求高品質(zhì)育養(yǎng)，母嬰消費需求升級，激發(fā)更多的市場機會。母嬰市場消費升級趨勢明顯，高端母嬰消費市場日益崛起；與此同時，隨著產(chǎn)品需求及使用場景更加細(xì)分，母嬰產(chǎn)品線也不斷延伸，產(chǎn)品分類更加精細(xì)化，各個細(xì)分品類也呈現(xiàn)出差異化的市場現(xiàn)狀，主流和剛需產(chǎn)品的市場需求量較大，潛力產(chǎn)品雖目前市場規(guī)模較小，但具有可觀的發(fā)展空間。

母嬰人群消費洞察母嬰人群定義隨著科學(xué)育兒理念的普及，人們對母嬰信息越發(fā)關(guān)注，由此可將母嬰人群劃分為泛母嬰人群與核心母嬰人群。泛母嬰人群包括對母嬰內(nèi)容感興趣，會瀏覽母嬰信息或關(guān)注母嬰大V的用戶。核心母嬰人群是處于懷孕或?qū)殞毮挲g較小的寶爸和寶媽，對母嬰類信息的關(guān)注度更高。本報告的內(nèi)容，如無特殊指出，都是基于核心母嬰人群的研究結(jié)果。核心母嬰人群具有年輕、高知、高收入等特征，具備較高的消費能力；偏好通過娛樂、美食和購物的方式享受生活，消費價值觀呈多元化。

當(dāng)代母嬰家庭中，除了寶媽外，寶爸和父母輩老人也會積極參與寶寶照料寶媽是育兒的絕對主力，但隨著家庭育兒觀念的轉(zhuǎn)變，寶爸和父母輩老人也積極參與進來，部分家庭還臨時或長期聘請了保姆。對于無育兒經(jīng)驗的95后母嬰人群，家庭各成員的參與度均高于其他年齡段家庭；相對而言，一線城市家庭各成員在育兒工作方面的投入程度較高，其中寶爸和保姆尤為明顯。寶寶出生給母嬰人群家庭生活帶來重大變化，具體包括寶媽寶爸空余時間減少，因子女教育而與父母輩老人溝通變多，家庭消費支出增加等等。疫情強化了母嬰人群線上消費習(xí)慣，尤其是95后和一二線城市母嬰人群綜合電商是母嬰商品線上消費的首要渠道，母嬰專賣店則是母嬰商品線下消費的首要渠道。受疫情影響，超過80%母嬰人群強化了線上購買母嬰商品的行為，其中95后母嬰人群線上購物傾向更加明顯，而疫情對低線城市母嬰人群的購物渠道影響相對較弱。伴隨國潮風(fēng)的興起，國產(chǎn)嬰兒用品、服裝和玩具更受歡迎母嬰人群更偏好選購國產(chǎn)品牌的嬰兒用品、服裝及玩具，但在嬰兒食品方面，進口品牌相對更受歡迎。相對而言，95后母嬰人群對國產(chǎn)品牌的母嬰商品更為偏好，低線城市母嬰人群對國貨的支持度更高。母嬰人群樂于分享好物經(jīng)驗，微信群和朋友圈是主要分享渠道77%的母嬰人群表示在使用母嬰商品時，愿意進行經(jīng)驗分享，向大家分享和推薦好物；其中，90后和一線城市的母嬰人群分享產(chǎn)品使用感受的頻率更高，母嬰微信群或朋友圈是母嬰人群常用的好物分享渠道，其次是微博。母嬰內(nèi)容渠道研究母嬰垂類平臺和微博是母嬰人群獲取各類育兒信息的主要渠道獲取各類育兒信息的渠道方面，34%的母嬰人群表示會從母嬰垂類平臺來獲取相關(guān)信息，而26%的母嬰人群表示會通過微博來獲取相關(guān)信息，短視頻APP、微信公眾號緊隨其后。各社交媒體平臺優(yōu)勢各異，微博除了明星寶爸寶媽外，還有專業(yè)性強的兒科醫(yī)生大V微博平臺的明星寶爸寶媽和兒科醫(yī)生資源豐富，在母嬰人群中獲得了較高的認(rèn)可。短視頻平臺的育兒達人較多，種草社區(qū)的品牌官方賬號多，問答社區(qū)則具有內(nèi)容豐富、專業(yè)、原創(chuàng)內(nèi)容多的特征。兒科醫(yī)生是影響母嬰消費者購買決策的重要KOL，因為母嬰人群多為一胎家庭，缺乏母嬰育兒經(jīng)驗，因此對兒科醫(yī)生的內(nèi)容關(guān)注度更高，而且醫(yī)生推薦的產(chǎn)品或提出的建議對母嬰人群的消費決策具有顯著的推動作用?；ヂ?lián)網(wǎng)營銷信息對母嬰人群有重要影響，綜藝冠名、社交達人推薦等形式最受歡迎調(diào)研結(jié)果顯示，77%的母嬰人群會留意或關(guān)注母嬰類互聯(lián)網(wǎng)營銷信息；同時，母嬰人群對互聯(lián)網(wǎng)營銷信息的接受度也非常高，愿意接受互聯(lián)網(wǎng)營銷信息的比例為82%。綜藝冠名、社交媒體達人推薦是最受歡迎的母嬰商品互聯(lián)網(wǎng)廣告形式，此外電商站內(nèi)推廣、網(wǎng)綜/影視劇廣告、朋友圈廣告也是母嬰人群較喜愛的母嬰商品互聯(lián)網(wǎng)廣告形式。感興趣的產(chǎn)品和喜歡的品牌是促使消費者點擊母嬰商品互聯(lián)網(wǎng)廣告的主要因素，此外，有趣的廣告創(chuàng)意和富有沖擊力的視覺效果也能吸引消費者來點擊母嬰商品互聯(lián)網(wǎng)廣告。廣告母嬰品牌營銷趨勢洞察未來，母嬰品牌營銷將朝著線上化、社交化、精準(zhǔn)化的方向發(fā)展。越來越多的母嬰品牌將品牌傳播和產(chǎn)品銷售的重心放到線上渠道。隨著利用社交媒體進行用戶心智種草而在電商平臺進行交易收割的玩法越來越盛行，預(yù)期母嬰品牌在社交媒體的營銷力度將逐漸增加，并且對媒體的用戶標(biāo)簽刻畫要求將更為細(xì)致，希望通過媒體的用戶標(biāo)簽對目標(biāo)客群進行準(zhǔn)確識別和定位。未來，社交媒體也將繼續(xù)探索母嬰品牌營銷新思路，整合母嬰內(nèi)容和KOL資源優(yōu)勢，為母嬰品牌廣告主提供更加優(yōu)質(zhì)的、專業(yè)的創(chuàng)新營銷服務(wù)。點擊查看報告全文：

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