Benefiting from the in-depth implementation of the "second child policy", the number of pregnant women in our country is also growing rapidly. At the same time, the development of mother-to-child products has extended from babies to expectant mothers and mother groups. In particular, the leading forces of the mother and infant market today are mostly after 90/95. Under the influence of the times and social environment, they are independent in character, pursuing new trends and lifestyle tastes. In their parenting concept, cultivating a new child does not mean giving up their In life, these mothers love their babies and love themselves more. Driven by this concept, the market for mothers, infants and pregnant women has ushered in a big explosion. Among them, maternal makeup has grown rapidly, becoming the largest dark horse in the maternal related market.
Explosive growth of maternal makeup up to 360.3%
According to the latest data from ECdataway, the total online retail scale of maternal and infant related categories from January to July 2019 reached 91.8 billion, a year-on-year increase of 24.4%. Among them, maternal-related as the import of maternal and infant consumption, the potential has gradually exploded, becoming the fastest growing category, up to 41.6%. In the seven sub-categories of maternal nutrition, maternal milk powder, maternal pants | belt pants, maternal makeup, maternal care, maternal clothing, and prenatal and postnatal supplies, the market for maternal clothing The share is currently the largest, accounting for 48%. Although the maternal cosmetic market share is only 8.1%, its growth is the fastest, with a year-on-year growth of 360.3%, showing explosive growth.
In fact, the outbreak of maternal make-up cannot be separated from the rapid rise of the post-90s and post-95s new generation mother groups. First, under the consumption upgrade, the scientific and trendy concept of motherhood has gradually penetrated into the hearts of the people. With the awakening of women's independent and independent consciousness, pregnant mothers They also started to pay more attention to maintenance during pregnancy. The CBNData report pointed out that the online high-spending tier population is showing a rapid growth trend. High-end pregnant women and loyal users have been increasing year by year, among which the post-95s and post-90s population has grown fastest, with a year-on-year increase of more than 100%. .
The second is that young mothers are more willing to spend money on self-care, and spend more on skin care, body care and beauty. Compared with the post-80s mother group, they pay more attention to nutritional intake during pregnancy, post-95s and post-90s are more inclined to please themselves, and pay attention to maintenance and makeup during pregnancy. Their purchases of skin care products and maternal cosmetics are higher than overall maternal consumption. By.
In addition, pregnant women of all ages have different choices of make-up products. In the maternal make-up market, lipstick + BB cream has contributed more than 60% of the market, and post-95 preferences for make-up sets.
Tmall channel status strong makeup brand children's letter, butterfly 鹊 map menacing
In fact, in terms of the overall online sales of maternal-related categories, Tmall's market share is the largest, accounting for 85.3%, which is 6.6 times that of JD.com, the second largest platform. It can be seen that Tmall has a clear scale advantage in maternal-related categories. Strong position. In particular, maternal makeup accounted for almost 100% of the Tmall platform, and its position was unshakable.
From the point of view of the brand, in fact, there are fewer brands that focus only on makeup or focus on makeup. Most of them focus on maternal washing or skin care. Taking the Tmall platform as an example, a total of 887 items appeared in the search for "maternal makeup" Related products for sale. The categories include basic makeup products such as eyebrow pencils, air cushions, lipsticks, isolations, and powder foundations. Among them, sales are mainly based on kangaroo mom, Qingrun, AOCILENDA, red elephant, botanical, and four season buds.
According to the latest data from ECdataway, from the January-July 2019 maternal-related online sales of TOP30, only Sijilei, Tongxin, and Dingtutu are the main makeup brands, and all are imported brands, including Tong Xinwei ranks the top10 brand of maternal-related online sales, and its growth rate is also very prominent, as high as 43054.7%, while the butterfly market of another cosmetics brand, although the market size is small, but its fastest growth rate, reaching 102946.3%, can be described as A sudden rise, the future can be expected.
The upgrading of consumption and the expansion of the market have brought about diversification of demand. The emergence of makeup for pregnant women fully meets the market demand of pregnant moms in pursuit of beauty. As a pregnant women's make-up brand, Tongxin and Butterfly Puppet Chart also show that the explosive growth of pregnant women's cosmetics market in the future.
Chinese maternal make-up starts late, safety and functional trends become more pronounced
From the perspective of market development, China's maternal cosmetics market started late, there are fewer brands for maternal use, and the market is more concentrated. In addition, China's maternal make-up has not established an industry standard, and the industry is in the initial stage of development.
For the special group of pregnant women, products with good quality, simple ingredients, and mild nature based on natural raw materials have become the main directions for pregnant women. Taking Tmall as an example, most of the maternal-related products are mostly non-additive, non-alcoholic, and mainly based on natural ingredients. Product safety has become the biggest selling point. For example, LIVING NATURE Sales are more prominent. At the same time, due to hormonal reasons during pregnancy, skin problems are constantly emerging, and the functionality of maternal makeup products has gradually become the focus of consumers' attention.
At present, the maternal make-up market in China has gradually shown its embryonic form. When the safety of maternal make-up is well recognized by the market, huge market demand will follow, and the maternal make-up market is destined to be strong.