Market status of China's mother and infant products industry
From the implementation of the two child policy in 2016, the number of people born in 2016 was 17.9 million, to the 2018 data of the Bureau of statistics in January 2019, the birth rate of 15.23 million people born in 2018 was 10.94 ‰.
From 2013 to 2018, the number of mother and child families in China reached 262 million, which increased to 286 million by 2018. The number of mother and child families increased by 11.28% from 2012 to 2018.
At the same time, the demand for mother and baby products of the post-85 and post-90 generations has been continuously upgraded. At present, young people's consumption of mother and baby products has become the main consumer group. They are more concerned about the quality, convenience and fashion of products, as well as the growth of new ideas and consumption capacity of parenting, and increase their purchasing power. However, they tend to focus on higher quality and fashion foreign brands, which makes the market of mother and baby products a hot consumer Point.
According to the habits of mother and baby products consumers, the proportion of online purchases of mother and baby products continues to grow. The top three categories of penetration rate, such as diapers and children's wear, account for 54% of online purchases of baby diapers.
The market share of maternal and infant products and offline maternal and infant consumption channels accounts for nearly 50% of the market share of the overall maternal and infant channels, with sales growth of 15%. In the past year, the sales of the overall major categories of maternal and infant products increased by 23%, and online and offline basically promoted the growth of the overall maternal and infant fast-moving consumer market.
Analysis on the future of mother and infant industry
The business scope of the mother and baby products store is very wide. From the beginning of pregnancy, many expectant parents start to buy all kinds of products for their children, from clothes, food, housing and transportation after pregnancy to all kinds of products needed by the mother and baby products store after birth. A wide range of products meet the one-stop shopping needs of consumers, which can be purchased for infants and young children only once. Mother and baby products store products include milk powder, baby snacks and other baby food, diaper anti urine products, baby bath and other daily care products, baby clothes, shoes, caps and bedding, of course, also includes quasi mother products. Mother and baby products store will also operate some baby toys, baby carriages, baby beds, baby souvenirs and so on. In short, mother and baby products are used in mother and baby products Stores generally have different product brands. The products involve multiple brands at home and abroad. You can choose a variety of products!
In 2017, the sales volume of domestic infant milk powder increased by 8%, but this was the result of the contribution of a few domestic infant milk powder brands. Most other domestic brands either did not grow or fell in 2016, and the sales volume of Beingmate was not up to the expected huge loss. In 2018, the strong will be crueler to the weak.
As of December 31, 2017, the State Food and drug administration has accepted 1330 formula applications, and 1040 formulas from 188 domestic and foreign manufacturers have been registered. Among them, there are 106 domestic production enterprises, with a completion rate of 85%; 82 overseas production enterprises.
In 2017, China's infant milk powder production was 900000 tons, an increase of 8.85% compared with 2016. In 2015, after the launch of the registration system of infant formula milk powder, many enterprises in the industry were worried. The output of infant formula milk powder decreased, and some excess capacity was cleaned up by 2016. In 2017, infant milk powder production capacity recovered. In addition to its own supply of domestic infant milk powder, there is also the supply of imported milk powder. In 2016, the import of infant formula milk powder exceeded 200000 tons, reaching 2213000 tons, an increase of 25.81% compared with 2015, and continued to increase in 2017, reaching 296000 tons.
With the opening of the two child policy in recent years, the number of two children has increased rapidly. And because people's living standards have been greatly improved, people are more in pursuit of quality of life and pay more attention to children's supplies. Moreover, the mother and baby hall provides one-stop service for consumers. People can buy all kinds of products for infants without going to many places, and there are many brands to choose, which greatly meets the different needs of consumers.
As far as the current situation is concerned, the joining of mother and baby products stores has gradually developed and matured, and there are specialized brand mother and baby products stores in many places in the country, such as BEAUTY BABY MUM. Nowadays, China's infant products market is in great demand, and the consumption level of new-born infants and people has increased, which has brought great development to mother and infant products stores. According to the consumption data in recent years, the consumption of mother and infant accounts for a large share of household consumption, and the consumption of mother and infant products in China is still growing. Nowadays, all kinds of maternal and infant products stores and maternal and infant products stores in the market are dazzling, which shows that the development of maternal and infant market industry is broad!