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市場調查報告書

中國母嬰用品的零售市場

Mother and Baby Products Retailing - China - September 2015

出版商 Mintel China 商品編碼 341597
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國母嬰用品的零售市場 Mother and Baby Products Retailing - China - September 2015
出版日期: 2015年09月30日 內容資訊: 英文
簡介

母嬰用品的零售市場不只急速成長,也同時迅速的向網路發展。然而這是一個重視品質信賴度與建議的市場,因此消費者在線上購買之前,有前往店面瞭解產品品質的需求。為了確立品牌信賴及自信,企業不只需要販售品質的產品,也需要提供高水準的專門知識與建議。這意味著在嬰兒專家及專業機構的支援之下開發新服務的同時,也必須訓練足以提供專業知識的工作人員。

本報告調查分析了中國母嬰用品的零售市場,驗證了市場課題及考察、市場規模與預測、市場分類、市場發展促進因素、主要製造商動向、熱門線上入口網站等概要內容,並彙整影響產品購買的因素分析及其他消費者趨勢相關分析,提供如後。

第1章 概要

  • 定義

第2章 實施摘要

第3章 課題與考察

  • 實體店面及網路商店的正反意見
  • 專家建議
  • 安全性依然是主要動力

第4章 市場 - 必知事項

  • 消費者持續越買越貴的傾向
  • 非食品的支出增加
  • 低出生率意味著更大範圍的高價購物

第5章 市場規模與預測

第6章 市場分類

  • 食品主宰市場
  • 促進非食品領域的巨大潛力
  • 產品行銷可以更早開始

第7章 市場發展促進因素

  • 小貝比風潮?
  • 客單價上昇
  • 向較佳品質投資
  • 兒童汽車座椅仍有推廣空間

第8章 主要製造商動態 - 必知事項

  • 零售越來越向網路販售靠攏
  • 網路零售由Tmall佔據
  • 專業零售商爭奪建議來源的位置

第9章 形式共享

  • 零售業者移往線上銷售
  • 線上販售更進一步普及的潛力

第10章 熱門線上入口網站

  • Tmall
  • JD.com
  • Suning
  • 其他必須關注的線上零售網站
    • Dangdang Mother and Baby
    • Yihaodian
    • Amazon China
    • Beibei Wang

第11章 主要母嬰專家的區別

  • Babies to Kids
  • Baby King
  • Goodbaby
  • 其他母嬰專家
    • Aqin
    • Baby Island
    • Qinqin Baby
    • Lijia Baby

第12章 消費者 - 必知事項

  • 線上購物有顯著的影響
  • 純正的安全產品是店面販售的主流;線上販售則是價格和種類
  • 遠從出生之前就開始物色產品
  • 熱衷調查建議和推薦
  • 消費者考量許多健康與安全因素
  • 信用顯著地影響消費者態度

第13章 事先購入嬰兒產品

  • 線上購物有顯著的影響
  • 經驗/年齡影響了網購/實體店面管道的選擇
  • 高收入消費者較多使用線上購物
  • 實體店面 vs. 線上購物在城市間有巨大差異

第14章 影響零售商選擇的因素

  • 純正的安全產品是店面販售的主流;線上販售則是價格和種類
  • 零售業者選擇因素的差異

第15章 購入產品之前先計畫及研究

  • 遠從出生之前就開始物色產品
  • 研究技巧塑造資訊優先順序
  • 開拓嬰兒食品的情報來源
  • 開拓非食品產品的情報來源

第16章 影響產品購買的因素

  • 熱衷調查建議和推薦
  • 年輕母親們仰賴專家意見
  • 獨立情報收集隨所得增加

第17章 影響產品購買的健康及安全因素

  • 消費者考量許多健康與安全因素
  • 收入影響了消費者的考量
  • 年齡與經驗也影響了選擇內容

第18章 對母嬰產品的態度

  • 信用顯著地影響消費者態度
  • 對知識的需求隨著收入增加
  • 但城市間的消費者態度有巨大差異

附錄

目錄

“The mother and baby products retail market has not only grown quickly, but it has also quickly moved online. However, it is a market where trust in quality and advice are crucial. Consumers need to be convinced of product quality in-store before they go on to buy online.

Building brand trust and confidence increasingly means companies must not only sell high quality products, but also provide a high level of expertise and advice. This means developing new services with the help of infant development experts and institutions, but also training staff to deliver that expertise.

As the market quickly expands into lower tier cities, brands and retailers must see their business expansion not just in terms of product delivery logistics, but also in terms of service and expertise delivery. It also requires better provision of information and engagement with consumers, using all retail channels (both online and in-store), as well as engaging with consumers through social networks.” - Matthew Crabbe - Director of Research, Asia-Pacific.

This report looks at the following areas:

  • Previous purchasing of baby products
  • Important factors influencing retailer choice
  • Planning and research prior to product purchase
  • Factors influencing product purchase
  • Health and safety factors influencing product purchase
  • Attitudes towards mother and baby products

Table of Contents

Overview

  • Definition

Executive Summary

  • The market
    • Figure 1: China - Total retail market for mother and baby products, 2010-2020
  • Companies and brands
    • Figure 2: China - Mother and baby products retail sales, by format, 2014
  • The consumer
  • Previous purchasing of baby products
    • Figure 3: Mother and baby products bought by consumers in the past 12 months, May 2015
  • Important factors influencing retailer choice
    • Figure 4: Factors influencing choice of retailer for mother and baby products, May 2015
  • Planning and research prior to product purchase
    • Figure 5: Period when consumers look for information for different types of baby products, May 2015
  • Factors influencing product purchase
    • Figure 6: Key factors influencing consumer choice of baby products, May 2015
  • Health and safety factors influencing product purchase
    • Figure 7: Key health and safety factors important to consumers when choosing which products to buy, May 2015
  • Attitudes towards mother and baby products
    • Figure 8: Consumers' attitudes towards purchasing mother and baby products, May 2015
  • What we think

Issues and Insights

  • The pros and cons of in-store versus online
  • The facts
  • The implications
  • What's next?
  • Being the fount of expert advice
  • The facts
  • The implications
  • What's next?
  • Safety remains the prime motivator
  • The facts
  • The implications
  • What's next?

The Market - What You Need to Know

  • Consumers will continue to trade up
  • Increasing shift towards non-food spending
  • Low birth rate means more scope for trading up

Market Size and Forecast

  • Figure 9: China - Total retail market for mother and baby products, 2010-2020

Market Segmentation

  • Food dominates the market
    • Figure 10: China - Retail sales of babycare products, 2011-15
  • Great potential in driving non-food sectors
    • Figure 11: China - Growth in retail sales of babycare products, 2011-15
  • Marketing of products could start sooner
    • Figure 12: Period when consumers look for information for different types of baby products, May 2015

Market Drivers

  • A mini baby boom?
    • Figure 13: Number of babies aged 0-3, 2011-15
  • Per capita spending rising
    • Figure 14: China - Mother and baby products per capita sales as a % of per capita average urban income, 2011-15
  • Investing in better quality
  • Still room to promote child car seats

Key Players - What you need to know

  • More retail shifts online
  • Online retailers dominated by Tmall
  • Specialist retailers competing to be the source of advice

Format Share

  • Retailers shifting to online selling
    • Figure 15: China - Share of mother and baby product sales by retail format, 2012-14
  • Online potential for deeper penetration

The Big Online Portals

  • Tmall
  • JD.com
  • Suning
  • Other notable online retail sites
  • Dangdang Mother and Baby
  • Yihaodian
  • Amazon China
  • Beibei Wang

Key Mother and Baby Specialists' Differentiation

  • Babies to Kids
  • Baby King
  • Goodbaby
  • Other key mother & baby specialists
  • Aqin
  • Baby Island
  • Qinqin Baby
  • Lijia Baby

The Consumer - What You Need to Know

  • Online purchasing has significant impact
  • Genuine, safe products lead in-store; price and range lead online
  • Product consideration begins well before birth
  • Advice and recommendation avidly sought
  • Consumers consider many health & safety factors
  • Trust significantly influences consumer attitudes

Previous Purchasing of Baby Products

  • Online purchasing has significant impact
    • Figure 16: Mother and baby products bought by consumers in the past 12 months, May 2015
  • Experience/age impacts online/in-store channel choice
    • Figure 17: Mother and baby products bought by consumers in the past 12 months, by age group, May 2015
  • Higher income consumers more likely to buy online
    • Figure 18: Mother and baby products bought by consumers in the past 12 months, by monthly household income group, May 2015
  • In-store versus online very different by city tier
    • Figure 19: Mother and baby products bought by consumers in the past 12 months, by city tier, May 2015

Factors Influencing Choice of Retailer

  • Genuine, safe products lead in-store; price and range lead online
    • Figure 20: Factors influencing choice of retailer for mother and baby products, May 2015
  • Retailer choice factor differences
    • Figure 21: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by age group, May 2015
    • Figure 22: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by monthly household income group, May 2015

Planning and Research Prior to Product Purchase

  • Product consideration begins well before birth
    • Figure 23: Period when consumers look for information for different types of baby products, May 2015
  • Research skills shape information priorities
    • Figure 24: Period when consumers look for information on infant formula milk and supplementary baby foods, by level of educational attainment, May 2015
  • Information sources sought for baby foods
    • Figure 25: Period when consumers look for information on infant formula milk and supplementary baby foods, by key factors influencing consumer choice of baby products, May 2015
  • Information sources sought for non-food products
    • Figure 26: Period when consumers look for information on nappies/diapers and baby skincare products, by key factors influencing consumer choice of baby products, May 2015

Factors Influencing Product Purchase

  • Advice and recommendation avidly sought
    • Figure 27: Key factors influencing consumer choice of baby products, May 2015
  • Younger mothers seeking professional advice
    • Figure 28: Key factors influencing consumer choice of baby products, by age group, May 2015
  • Independent information gathering grows with income
    • Figure 29: Key factors influencing consumer choice of baby products, by monthly household income group, May 2015

Health and Safety Factors Influencing Product Purchase

  • Consumers consider many health and safety factors
    • Figure 30: Key health and safety factors important to consumers when choosing which products to buy, May 2015
  • Income affects consumers' considerations
    • Figure 31: Key health and safety factors important to consumers when choosing which products to buy, by monthly household income group, May 2015
  • Age and experience also affects choice
    • Figure 32: Key health and safety factors important to consumers when choosing which products to buy, by age group, May 2015

Attitudes towards Mother and Baby Products

  • Trust significantly influences consumer attitudes
    • Figure 33: Consumers' attitudes towards purchasing mother and baby products, May 2015
  • Demand for knowledge rises with income level
    • Figure 34: Consumers' attitudes to purchasing mother and baby products, by monthly household income group, May 2015
  • But consumer attitudes are very different by city
    • Figure 35: Consumers' attitudes towards purchasing mother and baby products, by tier 1 city, May 2015
    • Figure 36: Consumers' attitudes towards purchasing mother and baby products, by tier 2 & 3 city, May 2015

Appendix - Market Size and Forecast

  • Figure 37: China - Total market value for mother and baby product retail sales, 2010-20

Appendix - Methodology and Abbreviations

  • Methodology
  • Abbreviations
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