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|2020年1-2月中国母婴行业运行状况及企业商情动态月度报告

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.

艾媒报告|2019中国综合母婴平台监测报告

本报告研究涉及企业/品牌/案例：宝宝树，亲宝宝，柚宝宝，妈妈网，宝宝知道，妈妈帮，育儿网，辣妈帮，蜜芽

随着二胎政策全面推广以及移动互联网的普及，中国移动母婴行业走上稳健发展的步伐，2019年用户规模将达到2.04亿人。而目前90及95后人群开始走进适育年龄，移动母婴平台的用户开始更替，这部分人群在较为宽松及呵护的环境下成长，对互联网依赖程度高，因此更为青睐使用能提供更多元服务的产品。iiMedia Research（艾媒咨询）数据显示，受访母婴用户用户在平台上最偏好获取育儿知识相关资讯，占比达52.1%。而偏好获取备孕知识、生理健康、孕期护理相关资讯的用户占比也均超过三成，用户资讯获取需求呈现多元化特点。针对用户需求的变化，能综合资讯、知识、交流、电商的综合母婴平台目前成为移动母婴行业的主流。

With the overall promotion of the second child policy and the popularity of the mobile Internet, China Mobile Maternal and Infant Industry has stepped onto a steady pace of development, and the scale of users will reach 204 million in 2019. At present, post-90s and post-95s begin to enter the age of fertility, and the users of mobile maternal and infant platforms begin to change. This group of the population grows up in a more relaxed and caring environment, and is highly dependent on the Internet. Therefore, they prefer to use products that can provide more diversified services. As the data of iiMedia Research showed, interviewed users of mobile maternal and infant platforms preferred to obtain information related to parenting knowledge on the platform, accounting for 52.1%. Meanwhile, more than 30% of the users prefer to acquire information related to pregnant knowledge, physical health and pregnancy care, and their needs for information acquisition are diversified. In response to the changing needs of users, the integrated maternal and infant platforms that integrates information, knowledge, communication and e-commerce services has become the mainstream of the mobile maternal and infant industry.

艾媒报告丨2016-2017年中国移动母婴行业研究报告

iiMedia Research(艾媒咨询)数据显示，2016年移动母婴用户规模为0.62亿人，增长率为51.2%。未来两年，移动母婴用户规模仍将保持较高速度增长。

艾媒报告丨2016上半年中国移动母婴行业市场研究报告

iiMedia Research(艾媒咨询)数据显示， 2015年底， 中国移动母婴用户规模已达0.41亿人。预计到2016年底，移动母婴预计将接近0.62亿人。当前移动母婴行业发展仍处于初始阶段，随着二胎开放等国家政策落实，移动母婴人口红利持续释放，用户增长水平将维持高位运行。

艾媒舆情|3·15预热专题:母婴产品负面事件舆情监测分析报告

当下中国母婴市场规模持续扩大,我国已成为仅次于美国的孕婴童产品消费大国。3·15临近，艾媒大数据舆情监控系统数据显示，在3月5日—12日期间，母婴产品安全问题持续受到网友关注。