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7-8月中国母婴行业运行及上市公司双月报告

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

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.