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艾媒咨询|2020年中国95后妈妈群体行为习惯洞察报告
以95后为代表的新生代逐步成为妈妈群体的主流,新生代妈妈受教育程度以及生活水平较以往都有了大幅提升,使得她们在育儿观念、育儿行为、消费观念以及消费行为方面出现了新的特征,这将加速推进母婴市场升级变革。95后妈妈备孕阶段对健康产品服务关注度排在首位,占比达80.3%,孕育后消费金额明显上升的受访者比例占48.5%。为兼顾宝宝发育和自身健康,孕育后更多95后妈妈成为营养保健行动派,高频消费的人数达24.2%,营养保健品摄入周期趋长。54.4%受访95后妈妈表示母婴社区类平台是其获取母婴相关内容的主要渠道,34.5%的95后妈妈更易被母婴社区“种草”。调查显示,妈妈网孕育母婴满意度得分最高,达到了8.3分。95后新手妈妈对母婴社区平台依赖度高,头部平台服务价值以及商业价值日益凸显。
The new generation represented by the post-95 generation has gradually become the mainstream of the mother group. The education level and living standard of the new generation of mothers have been greatly improved compared with the past, which makes them have new characteristics in the aspects of parenting concept, parenting behavior, consumption concept and consumption behavior, which will accelerate the upgrading and reform of the maternal and infant market. The post-95 mothers' attention to health products and services ranked first in the pregnancy preparation stage, accounting for 80.3%. 48.5% of the respondents showed a significant increase in consumption after pregnancy. In order to take into account the development of babies and their own health, more mothers born in the post-95s have become the action group of nutrition and health care. The number of high-frequency consumers reaches 24.2%, and the intake cycle of nutrition and health care products tends to be longer. 54.4% of the post-95 mothers said that the maternal and infant community platform was the main channel for them to obtain the content related to mother and baby, and 34.5% of the post-95 mothers were more likely to be "planted grass" in the mother and child community. According to the survey, the satisfaction score of mothers and babies of mothers and infants was the highest, reaching 8.3 points. The post-95 novice mothers are highly dependent on the maternal and infant community platform, and the service value and commercial value of the head platform are increasingly prominent. -
艾媒咨询|2020年中国“新奶爸”消费行为及发展趋势分析报告
本报告研究涉及企业/品牌/案例:李宁、Martin马丁、爹地宝贝、海澜之家。
与严肃刻板的老一辈父亲形象不同,80-90年代的年轻“新奶爸”具有不同的特点与消费观念。艾媒咨询分析师认为,现阶段直播电商行业成为风口,且2020年4月淘宝直播APP中男女用户比例基本持平,25-40岁用户比例达到50.7%,一定程度上反映了“新奶爸”群体已习惯新兴的直播电商消费模式,并将其作为自身的主要消费形式之一。
Unlike the image of the seriously rigid older father, the young "new milk dad" of the 80s and 90s has different characteristics and consumption concepts. iiMedia Research believes that at this stage of the live e-commerce industry has become a mouth, and in April 2020 Taobao live APP male and female users in the proportion of basically flat, 25-40 years of users reached 50.7%, to a certain extent reflects the "new milk dad" group has been accustomed to the emerging live-streaming e-commerce consumption model, and as one of its main consumption forms. -
艾媒报告| 2020年中国妈妈群体行为洞察报告
本报告研究涉及企业/品牌/案例:妈妈网,宝宝知道,孕期伴侣;其他提及企业/品牌:妈妈网孕育,宝宝树孕育,妈妈社区,辣妈帮,妈妈帮,贝贝,蜜芽宝贝,宝贝格子,苏宁红孩子,母婴之家,孩子王,天猫,淘宝,京东,考拉海购,网易严选,拼多多,柚宝宝,口袋育儿,家有宝宝,亲宝宝,宝宝树小时光,时光小屋,口袋宝宝,花生备孕,孕育提醒,口袋孕育,好孕妈,育学园,小豆苗,阳光妇儿,妈咪知道,好孕帮,疯狂造人
iiMedia Research(艾媒咨询)数据显示,2019年中国新生婴儿规模达到1465万,预计2020年分娩的妈妈群体达到1530万。这部分妈妈群体中,90后人群已成妈妈群体主力。在家庭育儿方面, 妈妈群体是家庭育儿的主力, 而父亲在家庭孕育中的角色担当也在逐步提升。而这对亲子社交、孕育知识获取、母婴产品购买等有着巨大需求的年轻妈妈群体,更依赖于互联网渠道。伴随着需求细分,单一的运营模式开始转向多元服务发展,艾媒咨询分析师认为,移动母婴平台,尤其是母婴综合社区,拥有海量专业孕育知识,并为妈妈群体提供交流互动平台,更易受到妈妈群体的青睐。
According to iiMedia Research, 14.65 million babies were born in China in 2019, and 15.3 million mothers are expected to give birth in 2020. In this part of the mother group, the post-90s crowd has become the main force of the mother group. In terms of family child-rearing, the mother group is the main force of family child-rearing, and the father's role in family pregnancy is also gradually improving. This group of young mothers, who have a huge demand for parent-child social contact, acquisition of pregnancy knowledge and purchase of maternal and infant products, are more dependent on Internet channels. With the demand segmentation, the single operation mode starts to change to the development of multiple services. According to the analysts of iiMedia consulting, the mobile mother and baby platform, especially the comprehensive community of mother and baby, has a large amount of professional gestation knowledge and provides an interactive platform for the mother group, which is more favored by the mother group. -
艾媒报告 | 2019中国婴幼早教市场现状与投资趋势价值分析报告
本报告研究涉及企业/品牌/案例:常青藤爸爸、鲨鱼公园、妈妈网、小伴龙、童学部落、宝宝树、叽里呱啦、宝宝巴士、凯叔讲故事、酷学多纳、悟空识字、步步高、巧虎、幼师口袋、联帮在线、红黄蓝、亿童、东方爱婴、智慧树、贝聊、美吉姆、新爱婴、纽诺教育、金宝贝、悦宝园、运动宝贝、亿婴天使、爱乐祺、袋鼠麻麻、多乐小熊、奇卡国际早教、美思欧、全优加、Momyhome Daycare、积木宝贝
婴幼儿早教市场正在兴起,从2012年开始,政府在相关政策法规中多次提及发展早教。特别是2019年5月10日国务院发布托育行业指导意见,使得早教成为投资热点。目前,中国婴幼儿早教行业发展存在运续报率低、内容研发困难、规模化扩张较难、缺乏师资和管理人才等问题。尽管中国经济发达地区如北京、上海、广东等较为重视婴幼儿早教,但中国婴幼儿入托率仅4.3%,与OECD国家33.2%的平均入托率仍有较大差距,中国托育行业仍需规范,未来有较大发展潜力。
The infants early education market is on the rise. Since 2012, the government has repeatedly mentioned the development of early education in relevant policies and regulations. In particular, on May 10, 2019, the State Council issued guidance on the nurturing industry, making early education a hot spot for investment. At present, the development of China's infant early education industry has problems such as low success rate, difficulty in content research and development, difficulty in scale expansion, lack of teachers and management talents. Although China's economically developed regions such as Beijing, Shanghai, and Guangdong pay more attention to early childhood education, the infant enrollment rate in China is only 4.3%, which is still far from the average enrollment rate of 33.2% in OECD countries. There is great potential for development in the future. -
艾媒报告|2018-2019中国电影产业研究与商业投资决策分析报告
中国电影票房市场逐年增长,2017年达到523亿元。中国电影银幕总数稳居世界第一位。2018年前三季度中国电影票房国产片票房市场表现领先进口片。其中,中外合拍片模式受到资本青睐,互联网和创新金融模式成为电影产业未来发展的探索方向。
The Chinese box office market reached 52.3 billion yuan in 2017 which is growing year by year.There are the most movie screens in China.China's domestic films were ahead of imported films at the box office in the first three quarters of 2018.Chinese and foreign co-productions are favored by the capital.Internet and innovative financial models have become the future development direction of the film industry. -
艾媒报告|2019年全球及中国P2P网贷行业研究及风险预警报告
本月报涉及企业/品牌包括:Lending Club、雅堂金融、钱宝网、联璧金融、唐小僧、银票网、零钱罐、投之家、发财猪、牛板金、钱爸爸、e租宝、善林金融、红岭创投、团贷网、小米、邻家便利店、极路由、斐讯、海南贝格富、长红配资
2018年,中国网贷普及率位居世界前列,中国网贷交易额全球最高,达1789亿美元。中国P2P网贷行业经过了雨后春笋般的初始发展期、野蛮生长的快速扩张期和狂风暴雨般的风险爆发期,进入了政策调整期。2016年之前P2P行业缺乏监管,滋生了大量非法经营的问题平台。随后监管政策出台,政策收紧,问题平台资金链断裂,P2P网贷行业频频爆雷,大批投资人血本无归。2019年运营中的P2P网贷平台约1300家,截至2019年4月,中国P2P网贷新增问题平台超280家。非法集资的P2P网贷问题平台常以高额收益诱引投资人投资。P2P网贷问题平台常通过铺天盖地的广告宣传和高大上的自我包装来营造平台财力雄厚、实力强劲的假象。获得大量资金后,问题平台常通过借新还旧的方法吸引投资者继续投资。未来P2P网贷行业增长将趋缓,市场格局将更集中,监管将持续全面化和科技升级。
In 2018, China's online loan penetration rate ranked the world's top, and China's online loan transaction volume was the highest in the world, reaching $178.9 billion. China's P2P online lending industry has entered the policy adjustment period after its initial development period, rapid expansion period and risk explosion period. The lack of supervision in the P2P industry before 2016 has created a large number of illegal platforms. Subsequently, the regulatory policy was promulgated and the policy tightened, the problem platform capital chain broke, and the P2P online lending industry frequently thundered, and a large number of investors had no return. In the year of 2019, there were about 1,300 P2P online lending platforms. As of April 2019, there were more than 280 new P2P online lending platforms were died. The illegal fund-raising P2P online lending problem platform often induces investors to invest with high returns. P2P online lending problem platform often creates an illusion that the platform has strong financial strength and strong strength through overwhelming advertising and high self-packaging. After obtaining a lot of money, the problem platform often attracts investors to continue investing by borrowing money from new investors and returning to former investors. In the future, the growth of the P2P online lending industry will slow down, the market structure will be more concentrated, and supervision will continue to be comprehensive and technology upgrades.
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