In the past year or two, the relaxation of fertility policies, consumption upgrades, and strong consumer willingness to purchase high-quality baby products have all played a positive role in promoting the Chinese baby care products market. A few days ago, the latest data of the online baby care market Q1 in 2019 was released, and the following is the specific data analysis.
According to background data from the Maternal and Infant Research Institute and Information Communication, in the related categories of the maternal and infant industry, the first quarter of 2019 continued to sing and advance, and the development situation is very good, all showing a continuous growth trend. Among them, in terms of infant care, the infant care market size in the first quarter of 2018 was 2.04 billion yuan, and in the first quarter of 2019, it reached 2.58 billion, an increase of 26.3% over the previous period.
Tmall has the largest share, Suning rises strongly
In terms of online channels, baby care-related categories accounted for the largest proportion on the Tmall platform, with obvious advantages, three times that of JD.com, the second largest platform, with sales of 1.82 billion, a year-on-year increase of 39.9%; compared to JD. Billion sales, with a negative increase of -3.5%; it is worth noting that Suning's strong rise, although only 52.677 million sales, far less than Tmall, JD.com and Koala, but its increase reached 224.4%, Is the fastest growing of all channels online.
Wet wipes strong, unshakable, baby skin care growth rate tops
Baby care products mainly include 9 sub-categories such as baby skin care, baby bath, wipes, mosquito repellent and fever, baby hand washing, care tools, baby oral care, baby laundry, baby shampoo and so on. Among them, baby wipes have the highest share in the baby care products market, the largest scale, far ahead of other categories. Online sales in the first quarter of 2019 were 780 million yuan, and they are still growing. Baby wipes, as a consumer upgrade of ordinary paper products or even ordinary wipes, can be used on babies. More and more parents and consumers are beginning to choose baby wipes. The reason is that baby wipes It is more safe and gentle, and it is more convenient and reliable to clean. Almost all businesses that make diapers and care products will use children's wet wipes as drainage models for online sales.
In addition to wipes, it is also important to focus on baby care tools, accounting for 26.6%. Online sales in the first quarter of 2019 were 690 million, a year-on-year increase of 24.8%, which is the second strongest after baby wipes. Category. The third is baby skin care. In the first quarter of 2019, baby skin care products were far ahead of other sub-categories of baby care at a growth rate of 43.9%, with the highest growth rate.
In the cotton era, Yeehoo / British broke out
In terms of the TOP brand competitiveness pattern, in addition to the standout in the cotton era, Pigeon struggled to catch up, babycare, Zichu, Aiwenuo, Red Elephant, and Boring ranked second, and the size of other brands was less than 1.7%. As a whole, the overall market share of the baby care market in Q1 2019 is relatively high. Among them, Yeehoo / Yingshi needs to pay special attention. Although its sales are only 20.63 million, its growth is the fastest, reaching 7171.2%. Its future is worth looking forward to.
BABYCARE Reproduces Super High Growth Rate, Yi Enbei Takes a Place
According to information from the information source, the top 10 brands of baby care in Q1 2019 are the Cotton Age, Pigeon, BABYCAREBYPHILEMON, Goodbaby, First Child, Ai Nuo, Yi Enbei, Red Elephant, Frog Prince, and Braun. The rate is negative, but it still tops the list with a market share of 6%. In addition, it is necessary to pay attention to BABYCARE and Ianbei. The growth rate of both of them is particularly prominent in the overall baby care market. BABYCARE is even more Topped the TOP10 list with a 258.1% increase.
The scale of overseas brands varies widely across platforms, with the United States and Japan dominating
As can be seen from the above figure, in terms of overseas brands on each platform alone, Tmall has the most overseas brands, followed by JD.com and Koala. Among them, the largest overseas brands on Tmall and Koala platforms are from the US, JD.com and Suning The largest overseas brand from Japan is from Japan, and it can be seen that, for the moment, overseas baby care brands in the United States and Japan still dominate.
Although the slow growth of the birth rate is not good for the development of the infant care market, the infant care product segment is definitely an area of consumption upgrade today. Parents are interested and willing to pay higher prices for higher quality products, and each child spends more. And higher frequency of use can also make up for market growth. Especially when you look into the various segments of the baby care products market, you will find that the opportunities are huge and the future is very promising.