本报告研究涉及企业/品牌/案例：汤臣倍健，巴拉巴拉，星辉娱乐。

在疫情影响下，母亲保健品的线上销量明显增强，2020年天猫618，孕产妇营养品同比增长了206%，叶酸同比增长了97%，如叶酸、燕窝等产品的需求市场将不断扩大。而在婴儿用品方面，家长越来越关注儿童的身心发育，重视玩具产品的益智功能，关注其趣味性和教育性。

Under the influence of the epidemic, online sales of maternal health products have increased significantly. In 2020, Tmall 618, maternal nutrition products increased by 206% year-on-year, and folic acid increased by 97% year-on-year. The demand for products such as folic acid and Edible Nest will continue to expand
. In terms of baby products, parents are paying more and more attention to the physical and mental development of children, paying attention to the educational functions of toy products, and paying attention to their fun and education

本报告研究涉及企业/品牌/案例：贝因美、飞鹤、英式、健合集团。

2019年中国婴幼儿配方奶粉进口34.55万吨，同比增长6.5%。艾媒咨询分析师认为，婴幼儿奶粉及辅食基本是刚性需求，特别是在电商、跨境电商和直播带货等形式的普及下，中国婴幼儿奶粉及辅食行业受到的疫情冲击不大。

In 2019, China imported 345,500 tons of infant formula milk powder, a year-on-year increase of 6.5%. IiMedia Research believes that infant milk powder and complementary foods are basically rigid demands. Especially under the popularization of e-commerce, cross-border e-commerce and live streaming, China's infant milk powder and complementary food industries are not affected by the epidemic.

本报告研究涉及企业/品牌/案例：宝贝格子、孩子王、优家宝贝。

新冠疫情的爆发激发了母婴行业对转型升级紧迫性、重要性的认知，成为了线上线下加速融合的助推器。目前连锁母婴品牌的线下发展已经呈现出一定的分化，少数品牌凭借轻资产扩张模式取得了亮眼表现。艾媒咨询分析师认为，在母婴消费品质升级的长期趋势下，线下实体母婴门店在逐步品牌化、连锁化的同时也将延伸线上业务，通过线上服务增强顾客粘性。而对于布局线上的母婴企业，疫情期间以直播为代表的线上营销方式起势正猛，有望走向常态化。艾媒咨询分析师认为，供需侧的变化加速了母婴产业线上线下融合, 母婴新零售体系日趋完善。在母婴新零售业态不断发展的过程中，持续升级产品服务，才是母婴新零售企业长续经营的关键。

The outbreak of coVID19 has aroused the awareness of the urgency and importance of transformation and upgrading in the maternal and infant industry, which has become a booster for accelerating the integration of online and offline industries. At present, the offline development of chain maternal and infant brands has presented a trend of differentiation, and a few brands have made a bright performance by virtue of the assetlight expansion mode. iiMedia consulting analyst believes that under the long-term trend of upgrading the consumption quality, offline brick-and-mortar stores for mothers and infants will gradually become branded and chain-store. Meanwhile they would extend their online business and using online services to enhance customer stickiness. For online maternal and child enterprises, the online marketing represented by live broadcast during the epidemic is gaining momentum and is expected to be normalized. iiMedia consulting analyst believes that the changes on the supply and demand side have accelerated the online and offline integration of the maternal and infant industry. The new maternal and infant retail system is becoming more and more complete. In the process of the development of maternal and infant new retail business, the continuous upgrading of products and services is the key.

本报告研究涉及企业/品牌/案例：戴维医疗、仟源医疗、贝贝网、宝宝树。

2020年疫情期间，在线上的母婴产品购物占比10.1%，其中宝宝树平台的全网月活渗透率最高。艾媒咨询分析师认为，在直播电商等购物模式的发展下，各大母婴门店在有节奏地部署线上转型，但从目前的消费习惯来看，线下渠道依旧是母婴产品消费的主要战场。

During the 2020 epidemic, online shopping for maternal and child products accounted for 10.1%, and the Babytree platform had the highest monthly active penetration rate across the entire network. iiMedia Research believe that under the development of live e-commerce and other shopping models, major maternal and child stores are gradually deploying online transformation, but from the current consumption habits, offline channels are still maternal and child product consumption Main battlefield.

本报告研究涉及企业/品牌/案例:中国飞鹤，美赞臣，爹地宝贝，圣顿教育，美吉姆
其他提及企业/品牌：天猫，京东，苏宁，爱婴岛，孩子王，乐友，贝贝网，宝宝树，蜜芽，妈妈网，妈妈帮，阿里，君乐宝，伊利等。

2020年5月6日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1中国婴幼市场运行状况及消费行为调研报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对食品、用品、服务等婴幼儿市场的各个细分领域运行状况进行市场分析，并且通过1017名用户的问卷调研对以及消费行为进行了考察，结合飞鹤、美赞臣、爹地宝贝等企业的案例分析，判断2020-2021年中国婴幼行业的发展趋势。艾媒咨询分析师认为，随着收入的提升，意味着消费群体有了更多支出的空间，中国居民的婴幼儿相关消费能力增强，对婴幼儿产业有一定的利好作用。但是由于收入水平有限且支出种类多，宝妈在婴幼儿产品的支出中则保持谨慎的态度，但是消费金额高的人群占比在将来会有增加。

Infant industry consumption is just in need, with a huge consumer group. The impact of the new crown epidemic on the infant and child industry segmentation is different. In terms of APP, the average number of monthly active users bred by Mom.com in January 2020 reached 17.514 million, an increase of 2.47% month-on-month; and the infant and childcare industry received a significant impact. The market size in 2020 is expected to decline by 60%.

本报告研究涉及企业/品牌/案例：如涵控股，若羽臣，珀莱雅，海澜之家，四季青市场，京东，淘宝，抖音。

其他提及企业/品牌：百草味，三只松鼠，洽洽食品，瑞百年，李子柒螺蛳粉，单身粮伙伴，信良记，高满堂，彩云海鲜，伊利，奈雪的茶，香飘飘，海底捞，幸福西饼，木屋烧烤，携程旅行，途牛，去哪儿，聪明你的旅行，周大福，金至诚珠宝，阿里，拼多多等。

2020年4月26日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国直播电商行业进行全面分析，分别针对食品、服装、化妆品、家电等直播电商的入局行业分析，以及对恰恰、珀莱雅等标杆品牌的典型案例解读，以此分析直播电商的产品特性以及品牌方的发展趋势，判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响，直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商，大大利好直播电商发展。艾媒咨询分析师认为，传统电商推动了消费行为的线上转移，为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加，直播电商将会是短期内最重要的消费行为。

Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game.

本报告研究涉及企业/品牌/案例：卡夫亨氏,嘉宝,小皮,英氏,方广

在中国居民可支配收入显著提高、全面放开二孩政策以及育儿观念转变的三重刺激下，近年来婴幼儿辅食行业年均增长率超过18%，2018年行业产量更是达到13.2万吨，但是行业仍处于供不应求的状态，供求仍存在巨大缺口。参考港澳欧美的消费模式，市场潜力还未完全释放。从市场表现来看，在细分市场中谷物类辅食最受青睐，而国产品牌亦积累良好的口碑。iiMedia Research(艾媒咨询)数据显示，22.7%的受访网民主要出于安全原因选择自制婴幼儿辅食，但超过六成网民也抱怨自制耗时耗力的缺点。从消费情况来看, 安全性是婴幼儿辅食消费的首要因素，同时，消费者青睐更具信任度的线下渠道。总体来说，78.2%的受访网民对婴幼儿辅食产品表示满意，但是网民仍指出了产品价格高、品质不稳定等不足，并期待未来产品在安全、营养等方面的改进。

Driven by the significant increase in disposable income of Chinese residents, the universal two-child policy and the change in parenting concepts, the average annual growth rate of the infant supplementary food industry has exceeded 18% in recent years, and the industry output in 2018 reached 132,000 tons, but there is still a huge gap between supply and demand. Refer to the consumption patterns in Hong Kong, Macao and western countries, the market potential has not yet been fully released. From the perspective of market performance, cereal-based supplementary food are the most popular, and domestic brands have gained good reputation. As the data of iiMedia Research showed, 22.7% of the netizens surveyed chose to make infant supplementary food by their own mainly for safety reasons, but more than 60% of netizens also complained about its shortcomings like time and labor consuming. In terms of consumption, safety is the primary factor in infant supplementary food consumption. At the same time, consumers prefer to purchase infant supplementary food in a physical store with greater trust. Overall, 78.2% of the surveyed netizens showed satisfaction with infant supplementary food industry, but netizens still pointed out that prices of some products were too expensive and the quality was unstable, and they looked forward to future improvements in products’ safety and nutrition.

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.

本报告研究涉及企业/品牌/案例：爹地宝贝，帮宝适，巴拉巴拉；其他提及企业/品牌：掌通家园，智慧树，宝宝巴士，小伴龙，妈妈网孕育，宝宝树孕育，柚宝宝孕育，亲宝宝，妈妈网轻聊，小豆苗疫苗助手，宝宝知道，辣妈帮，妈妈帮，孕期伴侣

2020年1-2月中国母婴产品线上交易较往年增多。艾媒咨询分析师认为，疫情出门受限期间，手机App成为了丰富用户业余生活的重要工具，母婴垂直线类平台或获得发展机遇，迎来上升期。

During the epidemic, the top three most downloaded APP types among mother groups were news, maternal and child vertical, and social. In January 2020, the mother-and-baby app with the largest monthly active population was conceived by Maoma.com, with a total of 17,514,400 people, an increase of 2.47% from the previous month.

本报告研究涉及企业/品牌/案例：淘宝直播，抖音，快手；其他提及企业/品牌：微博,小红书,蘑菇街,网易考拉,唯品会,天猫,京东,拼多多,苏宁易购,谦寻,美腕,蚊子会,本新文化,明睿传媒,构美,集淘,纳斯,阿卡丽,秀猪,天猫超市,波司登官方旗舰店,荣耀官方旗舰店,perfectdiary旗舰店,伊芙丽官方旗舰店,百草味旗舰店,三只松鼠旗舰店,雅鹿官方旗舰店,veromoda官方旗舰店,欧莱雅官方旗舰店,Youtube,Instagram,Facebook,亚马逊,Lazada,Shopee,薇娅viya,李佳琦Austin,张大奕eve,雪梨_Cherie,烈儿宝贝,林珊珊Sunny,陈洁kiki,恩佳N,柯柯baby,小侨Jofay,格格妈,周家小鱼,二寸Ercun,政政的新装,ME壹一,幼师阿曼儿,若大王,柒柒优品,xin小小梦,睿妈潮童,考拉二小姐,grace颖子,橘丽丝Genius,798美食,蜜蜂姐姐,Goodie小文,sunny小菲酱,小肥羊summer,暴走的蜜豆包,香香姐姐Alina等。

2020年2月12日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国直播电商行业运行大数据分析及趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，并且通过草莓派数据调查与计算系统调研对中国直播电商行业运行进行分析，以淘宝直播、蘑菇街等为案例深度剖析行业运营模式。2019年双11全天淘宝直播带动成交近200亿元，其中，亿元直播间超过10个，千万元直播间超过100个。“双11”启动仅63分钟，淘宝直播带动的成交额就超2018年双11全天。
On February 12, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “Research Report on Big Data Analysis and Trends in the Operation of China's Live E-commerce Industry in 2020-2021”. The case provides an in-depth analysis of the industry's operating model. The double 11 full-day Taobao live broadcast in 2019 led to nearly 20 billion yuan in transactions, of which more than 10 billion live broadcast rooms and more than 100 million live broadcast rooms. Only 63 minutes after the launch of “Double 11”, the sales volume driven by Taobao Live Broadcast surpassed the double 11 full day in 2018.