艾媒报告|2020H1中国婴幼市场运行状况及消费行为调研报告

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%.

艾媒报告| 2019~2020年中国婴幼儿托育产业发展白皮书

本报告研究涉及企业/品牌/案例：金睿家，纽诺教育，多乐小熊，馨心教育，袋鼠麻麻，圣顿教育，Urjoy school ，和菀投资，安赐资本，广州创玺企业，广东文化产业，新东方，合力资本，光速中国，双湖资本，睦米，优贝乐，YOKID，抱抱熊，爱乐祺

随着全面放开二胎政策的落实、育儿观念的改变及育儿需求的提升，中国0-3岁婴幼儿托育服务市场迎来更广阔的发展空间和机会。iiMedia Research(艾媒咨询)数据显示，2019年中国婴幼儿数量预计超5000万，48%的家长对托育服务有需求。预计在2020年，中国婴幼儿托育市场规模将突破两千亿元。现阶段幼儿家庭主力人群以80、90后为主，双薪家庭下隔代教育普遍存在。随着家庭照料人力问题的矛盾激化及幼儿成长需求的日益提升，专业、品质、安全的婴幼儿托育服务开始受到更多幼儿家庭的关注。艾媒咨询分析师认为，幼儿家庭对婴幼儿托育服务专业性需求较高，综合资质或成托育服务机构提升竞争优势的关键所在。此外，随着政府相关指导意见的发布，中国婴幼儿托育市场有望从基础设施、从业人员、课程品质等全方位构建服务新业态，社区托育服务将进一步普及。

With the implementation of the two-child policy, the change of child-rearing concept and the improvement of child-rearing demand, China's child-care service market for 0-3-year-old infants has ushered in broader space and opportunities for development. According to iiMedia Research, the number of infants in China is expected to exceed 50 million in 2019, with 48% of parents demanding childcare services. It is estimated that in 2020, China's infant care market will exceed 200 billion yuan. At present, the majority of children in the family are born in the 1980s and 1990s, and the second-generation education in double-income families is common. With the intensification of the problem of family care manpower and the increasing growth of children's needs, professional, quality and safety infant care services have begun to receive more attention from children's families. Imedia consulting analysts believe that infant families have a high demand for professional infant care services, and the key to enhancing the competitive advantage lies in the comprehensive qualification or the chengcheng child care service institutions. In addition, with the release of relevant government guidelines, China's infant care market is expected to build a new type of service from infrastructure, practitioners, curriculum quality and other aspects, and community care services will be further popularized.

艾媒报告|2019中国婴幼儿保育行业细分领域深度分析报告

本报告研究涉及企业/品牌/案例：华润万家、Ekoala、美国费雪公司、长春长生生物科技股份有限公司、拉克塔利斯集团、帮宝适、好奇、妙而舒、大王、MOONY、妈咪宝贝、安儿乐、雀氏、茵茵、爹地宝贝、露安适、DODIE、凯儿得乐、倍康、米菲、吉氏、一朵、纽诺教育、馨心教育、圣顿教育、袋鼠麻麻、多乐小熊、Urjoy school

中国的婴幼儿保育行业主要包括婴幼儿食品、用品、医疗、托育等领域。在婴幼儿食品领域，2019年，中国婴幼儿的辅食渗透率仅为25.0%左右，中国大陆婴幼儿的辅食和奶粉消费额的比例为1:7，中国港澳台地区为1:4，欧美等发达国家为1:1。在婴童用品领域，2018年中国婴儿推车市场规模达到132.1亿元，同比增长6.3%。63.9%的消费者计划在2019年增加消费支出，其中22.0%的消费者预计消费支出增加比例超过三成。在婴幼儿医疗领域，2018年，共有28种药品被要求修改说明书，包括一些中药注射剂、中成药大品种等。在婴幼儿照护领域，2019年5月，中国国务院发布了《国务院办公厅关于促进3岁以下婴幼儿照护服务发展的指导意见》，提出要大力推动婴幼儿照护行业发展，而2019年中国3岁以下婴幼儿在各类托育机构的入托率仅为4.1%，远远低于发达国家25%-55%的入托率。

China's infant and children care industry mainly includes infant food, supplies, medical care, and childcare. In the field of infant food, in 2019, the penetration rate of complementary food for infants and young children in China was only about 25.0%. Meanwhile, the ratio of food supplement and milk powder consumption for infants and toddlers in mainland China is 1:7, while in developed countries (Europe and the United States, etc.), the ratio is 1:1, and that in Hong Kong, Macao and Taiwan is 1:4. In the field of baby products, the size of China's baby stroller market reached 13.21 billion yuan in 2018, a year-on-year increase of 6.3%. 63.9% of consumers plan to increase consumer spending in 2019, with 22.0% of them expecting a 30% increase in consumer spending. In the field of infant and child medical care, in 2018, a total of 28 kinds of medicines were required to modify the instructions, including some Chinese medicine injections and large varieties of proprietary Chinese medicines. In the field of infant care, in May 2019, the State Council of China issued the “Guiding Opinions of the General Office of the State Council on Promoting the Development of Infant and Child Care Services Under 3 Years Old”, proposing to vigorously promote the development of infant care industry. China’s infants and young children have a 4.1% enrollment rate in various types of care institutions, far lower than the enrollment rate of 25%-55% in developed countries.