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艾媒咨询|2021-2022年中国母婴行业新媒体营销价值研究报告
本报告涉及的案例/品牌/企业:妈妈网
iiMedia Research(艾媒咨询)数据显示,2021年中国母婴市场规模将超过48000亿元,预计2024年将超过76000亿元。随着母婴群体消费意识逐渐前置,早阶母婴消费市场潜力不断被开发,并且母婴商品的选购差异化逐渐凸显,母婴产品分阶段购买成为新消费趋势。头部母垂平台凭借庞大的用户规模以及较高的品牌影响力,实现分阶段的精准信息传递,充分享受品牌带来的市场红利,实现获得更大的母婴市场份额。
According to the data of iiMedia Research, the scale of China's maternal and infant market will exceed 4800 billion yuan in 2021 and is expected to exceed 7600 billion yuan in 2024. With the gradual advance of the consumption awareness of mother and baby groups, the market potential of early-stage mother and baby consumption has been continuously developed, and the purchase differentiation of mother and baby goods has gradually become prominent. The phased purchase of mother and baby products has become a new consumption trend. With its huge user scale and high brand influence, the head mother hanging platform realizes accurate information transmission in stages, fully enjoys the market dividends brought by the brand, and achieves greater market share of mothers and infants. -
艾媒报告|2020年中国知识付费行业运行发展及用户行为调研分析报告
本报告研究涉及企业/品牌/案例:喜马拉雅,知乎,得到APP,英语流利说;其他提及企业/品牌:吴晓波频道,樊登读书会,混沌大学,蜻蜓FM,逻辑思维,丁香医生,十点读书,3节课,韦林文华,新知榜,短书,鼹鼠世界,荔枝,微课,千聊,微信,微博,中国大学MOOC,腾讯课堂,格子匠,支付宝,懒人听书,凯叔讲故事,网易公开课,腾讯,阅文集团,凯鹏华盈,海纳亚洲,西瑞雅,小鹅通,快手,百度,搜狗,今日头条,豆瓣等。
本报告主要对中国知识付费行业的发展模式的现状进行总结和前景分析,通过对行业发展背景、行业核心数据、知识付费产业链重要环节进行数据监测,并且通过草莓派数据调查与计算系统对知识付费用户行为进行调研(样本量1750),并重点针对得到、英语流利说、知乎、喜马拉雅等不同类型的知识付费平台为典型进行商情分析,对行业总体发展趋势进行解读并深入研究其商业运作模式,预测2021年中国知识付费行业的发展趋势和运营模式。
This report mainly summarizes and analyzes the current status of the development model of the knowledge payment industry in China. It monitors the background of the industry development, industry core data, and important links in the knowledge payment industry chain. Research on paid user behavior (sample size 1750), and focus on different types of knowledge payment platforms such as acquisition, fluency in English, Zhihu, Himalayan, etc. as a typical business situation analysis, interpret the overall development trend of the industry and study its business operations Model, predicting the development trend and operating model of China's knowledge payment industry in 2021. -
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.
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