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Market analysis of maternal and infant products in 2021
Release time£º2021.07.07    Source£ºChina Maternal and Child Expo | China Maternal and Child Expo | Shanxi Pregnancy Expo   Number of visits£º
The main consumer groups of maternal and infant products are infants and pregnant women aged 0-14. Therefore, the development of the maternal and infant retail industry has a certain correlation with the number of infants and young children in my country. From 2010 to 2016, the number of newborns in my country showed an overall upward trend, especially after the "comprehensive two-child" policy was officially implemented in 2016, the birth rate reached 12.95¡ë, and the number of births reached 17.86 million, the highest since 2000. . However, with the full release of the policy dividend, the birth rate of my country's newborns began to decline in 2017 and fell to 10.48¡ë in 2019, and the demographic dividend is gradually diminishing. In the future, if the birth rate of our country still maintains a downward trend, it will have a certain impact on the maternal and child retail industry.

  

  1. Policy analysis

  In order to promote the healthy and orderly development of the retail industry, the state has successively issued a series of laws, regulations, and industrial policies to regulate product quality, consumer rights protection, and retail transactions. At the same time, considering that the retail industry has been closely integrated with the e-commerce industry in recent years, relevant state departments have put forward response requirements for online retail, business logistics, etc.

  

  2, market analysis

   (1) Overview of the development of my country¡¯s maternal and infant retail industry

   In recent years, affected by the changes in the birth rate of our country's population, the upgrading of consumption levels, and the rise of mobile Internet, the scale of the maternal and infant market in our country has continued to expand. According to data from Mob Data, in 2018, my country's maternal and infant market reached approximately 3.02 trillion yuan, an increase of 202% from 2010's 1.00 trillion yuan, with an average annual compound growth rate of 14.82%. At the same time, according to Roland Berger's forecast, the consumption scale of my country's maternal and infant industry will reach 3.58 trillion yuan in 2020, continuing to maintain a rapid growth trend.

  

   (2) The development of the Internet industry drives the maternal and infant retail industry to accelerate the upgrade

According to the "China Online Retail Data Monitoring Report" released by the E-commerce Research Center, my country's maternal, infant, and child e-commerce transaction scale reached 767 billion yuan in 2018, an increase of about 12 times from the 57.2 billion yuan in 2012, with an average annual compound growth rate. According to the data of China Industry Information Network, the online penetration rate of my country's maternal and infant market was only about 3% in 2011, and the online penetration rate has increased to 24% in 2018. In addition, according to data from iiMedia Consulting, since 2014, the number of users purchasing maternal and child products through online channels in my country has shown a rapid growth trend. In 2018, the number of maternal and child e-commerce users in my country reached 149 million, compared with 0.29 in 2014. 100 million people increased by 413.79%, and the average annual compound growth rate reached 50.56%. It is estimated that this number will reach 239 million in 2020, maintaining a continuous growth trend. The development of the Internet industry provides users with more convenient consumption methods and more accurate information transmission services, promotes the diversification of maternal and infant consumption scenarios and better integration of online and offline, which has greatly promoted the continuous upgrading of the maternal and infant retail industry. .

  3. Main competitive companies in the industry

   (1) Baby-friendly room

Shanghai Baby-friendly Room Business Service Co., Ltd. (hereinafter referred to as "Baby-friendly Room") was established in 2005 and was listed on the main board of the Shanghai Stock Exchange in March 2018 (Baby Room, 603214.SH). It is a company mainly engaged in the sales of mother and baby products and related services. A professional chain retailer that provides maternal and child products and related services for families with infants from pre-pregnancy to 6 years old1.

   (2) Leyou

  Leyou International Business Group Co., Ltd. (hereinafter referred to as "Leyou") was established in 2000 and is a retailer of safe and healthy maternal and child products. Currently, Leyou's products include children's clothing, pregnancy clothing, toys, lathe chairs, milk powder, diapers and other categories2.

   (3) Baby Island

   Guangdong Aiyingdao Children's Department Store Co., Ltd. (hereinafter referred to as "Ayingdao") was established in 2005 and is a chain retailer specializing in pregnancy, infant and child products. At present, Aiyingdao mainly supplies five categories of products including food, supplies, toys, clothing, and paper products3.

   (4) Lijiabao

Beijing Lijia Liying Baby Products Co., Ltd. (hereinafter referred to as "Lijia Baby") was established in 2007. It is a chain retail enterprise of maternal and child products. Its main products cover milk powder supplements, health products, diapers, lathes, chairs, and baby daily Several categories such as supplies4.

  4, risk analysis

   (1) Market competition risk in the maternal and infant retail industry

my country¡¯s maternal and child retail industry has low entry barriers, with a large number of companies and small scales, and low market concentration. In addition, the maternal and child retail industry has developed rapidly in recent years, and a new retail ecosystem has been continuously established. Professional chain retail stores, Large and medium-sized supermarkets, department stores, mobile apps, WeChat malls, PC malls, and third-party e-commerce platforms coexist, and market competition is becoming increasingly fierce. Although the company has achieved online and offline omni-channel layout and ranks in the forefront of the industry, in the future, if the company cannot continue to grow its own comprehensive strength, expand its business scale, and consolidate and enhance its core competitiveness, it may be gradually eliminated by the market. In addition, increasingly fierce market competition may cause the overall profit level of the industry to decline, which will adversely affect the company's operating results.

   (2) Risk of talent shortage

In recent years, with the full liberalization of my country¡¯s two-child policy and the continuous upgrading of the consumption structure, the market scale of the maternal and child retail industry has continued to expand, and the operating model has also continued to innovate. Consumers are not only limited to product quality assurance, but also pursue professionalism. The demand for customized services and interactivity, coupled with the empowerment of the industry by technologies such as the Internet, big data, and artificial intelligence, has gradually increased the demand for high-end talents such as management talents, professional nursery talents, and information technology talents.

   This excerpt comes from the "Maternal and Child Products Project Investment Feasibility Study Report" released by Shangpu Huatai
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