Quarterly insight report of Q1 maternal and infant industry in 2021 From Huge amount of calculation

The following is the Quarterly insight report of Q1 maternal and infant industry in 2021 From Huge amount of calculation recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

With the increase of newborn population and the improvement of family consumption capacity, the scale of China’s maternal and infant market has been growing steadily. More and more post-90s and post-95s set up families and become a new generation of maternal and child consumer groups. The concept of child care is constantly updated, and the pursuit of high-quality parenting leads to an obvious upgrading trend of maternal and child consumer market.

The new report is “2021q1 quarterly insight report on maternal and infant industry”, which is a quarterly series of reports. It mainly shows the current situation of maternal and infant market from the perspectives of maternal and infant content overview, maternal and infant user insight, maternal and infant creator ecology, etc., and has insight into the changes of consumer demand characteristics and future trends, Hope to provide reference for maternal and infant industry practitioners.

Overview of the content of mother and child

The supply of maternal and infant content is basically stable   It provides a strong guarantee for content dissemination

In the first quarter of 2021, the supply of maternal and infant content under the massive engine system was basically stable. At the shaking end, the number of tiktok videos reached a small peak during the Spring Festival of February. On the front page and watermelon video, mother and child related content was released the most in March, a small increase compared with February.

In the wake of the trembling, the tiktok video volume continued to grow after a brief decline in February. The reading amount of articles about mother and child content in the headlines remained stable; Watermelon video terminal maternal and infant content video playback decreased slightly in March.

Milk powder and children’s toys are the most popular

In the first quarter of 2021, the content of milk powder was the highest in the tiktok side, followed by children’s toys and nutrition supplement. The growth rate of children’s clothing, diapers, wipes and nutritional supplements ranked in the top three, indicating that parents are more concerned and interested in the video content of children’s food, clothing and consumption.

Children’s education and entertainment tiktok is more popular with users.

In the first quarter of 2021, among the videos containing all kinds of key words of mother and baby, the videos of kindergarten, early education, children’s songs and other educational and entertainment categories had the highest broadcast volume, and the videos containing related key words of educational toys and LEGO also ranked in the front row, indicating that people have a high demand for children’s intellectual development and logical thinking exercise, Early education and parent-child aspects of maternal and child content is very important.

Mother and child user insight

Women pay more attention to the content of mother and baby than men

In the first quarter of 2021, women accounted for more than half of the tiktok babies and mothers, and showed higher concern for the video of mother and infant. In the headlines, the proportion and attention of male users are higher than that of female users. The new generation of fathers pay more attention to the growth of their children and are willing to learn more about mother and child rearing. The role of fathers in family breeding is gradually improving; In watermelon video, the proportion of male users is higher than that of female users, but the attention to the content of mother and Child video is significantly lower than that of female users.

The post-80s and post-90s are the main force of mothers and infants

The post-80s and post-90s have entered the birth peak, accounting for more than 50% of the maternal and child population. At the same time, as the post-90s and post-95s begin to get married, people aged 24-30 pay more and more attention to mothers and children. The post-90s mothers are more willing to obtain daily mother and child information such as parenting skills, parent-child education and health care consultation through short videos.

Maternal and infant population mainly distributed in the first, second and third tier cities

The proportion of maternal and child population in the third tier cities and below is similar to that in the first and second tier cities. In the city city city, the city population accounts for more than 4 of the population in the TikTok City, and the proportion of the middle cities is more than 4. In the headlines, the proportion of mothers and infants in high-speed cities is slightly lower than that in middle-line cities, but the attention to mothers and infants is significantly higher than that of users in other cities; In watermelon video, although the super first tier urban population accounted for the lowest proportion in the maternal and infant population, they paid the highest attention to the maternal and infant video.

Ecology of mother and child creators

The number of master tiktok babies increased steadily.

Tiktok and master master’s number of mothers and babies increased continuously in the first quarter of 2021, and more people joined. This provided more professional knowledge of childbirth, more fair maternal and child products evaluation and more comprehensive maternal and child content sharing for mothers and infants. In order to stand out in the fierce competition, the content of mother and baby should be differentiated and accurate. In terms of content topic, presentation form and personal settings, it is necessary to bring forth the new by weeding out the old, and seize the attention of users with high standard content quality.

Outstanding talents in maternal and infant industry

In tiktok, adorable adorable babies and master’s types are also very rich. As the children’s debut, Mr. orange and SASA’s meatball are loved by netizens. Through their short videos, cute baby can’t stop, action expression bags, “cheat you master Bao Bao” series. Mingmingjie, a talented person, records the daily food of mother-in-law, daughter-in-law and children with her mobile phone lens. It provides a lot of useful food tutorials for audiences who need to make complementary food. It’s easy to teach you how to make complementary food that your baby likes, parents can easily use, and healthy and nutritious.

Live broadcast of mother and baby

Jitter, mother and baby live broadcast, time and tiktok increase rapidly.

In the first quarter of 2021, the growth of the industry was tiktok, the total growth rate was 156%, the share rate increased by 164%, and the growth rate of fans joining the fan group reached 174%. Tiktok, the little brother who is the “Bo Ge Wei” net, is the two little brother from Heihe, Heilongjiang. The video is humorous and adorable. In June 2019, a short video of “master, you love me” was popular in the whole network. It was praised by people’s daily and CCTV news. The innocent dialogue between two children has brought the hearts of netizens.

Excellent live broadcast shop in maternal and infant industry

Mother and baby enterprises actively explore the live broadcast path. We can see that Balabala’s fans grow rapidly in the first quarter by holding Bala New Year’s festival, Bala travel season – Queen’s day, spring new gift and other activities. From the channel side, the new generation of mothers have already formed the habit of online shopping, and watching the live broadcast is easier to “chop hands”.

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