Amazon's white paper reflects the consumption trend of online shopping for mother and baby toys in China?

Beijing, May 8, 2017 - With the arrival of Mother's Day and Children's Day, Amazon China United Digital 100 Market Research Company and Lego, Mead Johnson and other major brands jointly released the "2017 Maternal and Child Toys Online Shopping Consumer White Paper" "In-depth analysis of Chinese consumers' online shopping behavior of maternal and child toys, authoritative interpretation of the new consumption trends of maternal and child toys.

The number of survey data from the beginning of May 2017 shows that with the upcoming Children's Day, among all the categories of goods, after 80, 85, and 90, young parents are most concerned about maternal and child products and toys. Eighty percent choose to buy international or domestic big-brand products. “High security” and “good quality” are the two main considerations. While pursuing product quality, Chinese consumers are also rapidly popularizing the concept of scientific parenting with the times. Puzzle education, healthy feeding, and safe travel have become the three major themes of Chinese consumers. The peak of online shopping and consumption of maternal and child toys is mainly concentrated before the traditional festivals, especially the Children's Day and the Spring Festival, followed by Christmas and New Year's Day.

With the rapid development of e-commerce, consumption upgrades are coming

1. Online shopping upgrades from domestic shopping to Haitao. With the deterioration of domestic environmental and product safety issues, maternal and child consumers are becoming more familiar with and trusting imported international brands. Data 100 survey data shows that among the consumers of international branded goods, 76% of consumers are concerned about the high safety of international brands.

2. Pay attention to big brands and high quality products. With the improvement of living standards, maternal and child consumers have become more endorsed by traditional brands, such as traditional baby foods and supplies. Digital survey data shows that 70% of consumers will choose to purchase higher quality international and Domestic consumer brands and toys have become more stable. Most of them prefer high-end product sales channels such as e-commerce flagship stores and Haitao E-commerce, and they are showing a trend toward high-end.

3. Consumer demand has escalated from single to multiple, and personalization has become a new trend. Younger parents who develop online shopping habits earlier than the 80s and have obvious preferences for personalization, diversification, and fresh and unique will have a great influence on the future of the maternal and child market in the next 5-10 years. Whether the variety of goods is rich is not the first pursuit after the 80s and 90s. Whether it can continue to meet their individual needs has become a new test for maternal and child e-commerce.

Nearly 80% of Chinese people buy international brands of maternal and child toys, quality pursuit is the main driving force

According to the digital survey data, 78% of Chinese people have purchased international brands of maternal and child toys, and half of them are keen on international brands. The main reasons are: high security (76%) and good quality (71%). High quality (59%) and variety (49%).

Amazon China's maternal and child toy sales data found that from January 2016 to the present, more than 90% of toy category sales are contributed by international brands, and in maternal and child products category, this proportion is as high as 95%.

According to the number 100 survey data, parents and 80s after 90 favorite

TOP5 international maternal and child products brands are Wyeth Wyeth, Mead Johnson Mead Johnson, PIGEON Pigeon, Merries Japanese Kao and Philips AVENT Philips AVENT;

The TOP5 toy brands are LEGO LEGO, Fisher-Price Fisher, Hasbro Hasbro, Thomas & Friends Thomas and friends and Little Tikes.

Amazon China sales data display

The top ten brands with the highest sales of maternal and child products are: PIGEON Pigeon, Wyeth Wyeth, Philips AVENT, New Mercy, Merries, GOO.N, Mead Johnson, Ergobaby, BabyBjorn, MOONY, SKIP HOP;

The top ten brands of toy sales are: LEGO Lego, Fisher-Price Fisher, B.Toys, Little Tikes, Hasbro, Crayola, MAGFORMERS, Thomas & Friends Thomas and friends, Gund and TAKARA TOMY.

Gift-oriented purchases are gradually becoming a trend, and popular hotspots drive consumption boom

According to the seasonal observation of consumption, the digital one-market research company found that the sales of maternal and child toys and toys category concentrated in the middle of the year and the two shopping seasons at the end of the year, including the highest peak of the year before the Children's Day, 71% of consumers choose During this period, purchase of maternity and children's toys and children's toys; winter peaks mainly appear at the end of December Christmas, New Year's Day and the Spring Festival shopping season. More consumers began to choose to buy high-quality maternal and child toys as gifts for their children or give gifts to others. Gift-oriented purchases are also becoming a climate in the online shopping and consumption of maternal and child toys.

The rise of social media has led to a number of "net red" explosion products, but also let the reality show, star street shooting, popular film and television dramas and cartoons become the "original place" of maternal and child toys. Several “Net Red” items in Amazon China's sales data from January to April 2017 stood out. They are: Jellycat Street Artifact, BabyBjorn Baby Tableware, Lego Phantom Ninja Series, Peppa Pig Peggy's plush toy.

Parenting concept keeps pace with the times, scientific parenting has become a new trend

According to the digital survey data, while pursuing high-quality maternal and child toy products, the concept of parenting of Chinese consumers is gradually upgrading. Puzzle education (69%), healthy feeding (66%), and safe travel (60%) ) Become the top three parenting themes for Chinese consumers. Therefore, young parents began to invest more energy in the cultivation and education of IQ, EQ, interest, vision, and traditional culture. Scientific parenting has become a new trend of parenting with the times.

Young parents pay attention to educational education, and such toys are good for moms.

According to the results of the 100-hundred survey, young parents value the all-round development of their children. They expect their children to be fully educated in their IQ and emotional intelligence. Nearly 60% of the “80s” parents are working hard. Correspondingly, the puzzle combination class (77%), the building block spelling class (69%) and the jigsaw puzzle class (68%) toys are the three main types of toys that parents choose for their children. Amazon China's big data shows that the building blocks and puzzle toys are ranked first and third in the overall toy category. Meco blocks, Fisher-Price Fisher's bilingual learning room, pedal piano fitness equipment, including American educational toy brand Think Fun, intelligent robot and robotic arm toy expert OWI, the world's leading e-learning product VTech Weiyi WowWee, a smart interactive robot that sells well all over the world, and K'Nex, a smart assembled toy, are among the top ten toy brands in Amazon China and Amazon.

Healthy feeding becomes a compulsory course for novice mothers

According to a survey conducted by the National Health Service Center, China's exclusive breastfeeding rate in 0-6 months has maintained rapid growth in recent years. Chinese novice mothers have already used breast milk as their primary choice for feeding their babies. The number 100 survey of Chinese newborn mothers showed that 28% chose exclusive breastfeeding, 66% chose scientific healthy milk powder and breast milk mixed feeding, and only 6% chose pure milk powder to feed, in the mixed consumption and pure milk powder-fed consumer groups. Among them, 81% of the mother group prefers the “milk close to breast milk” ingredients.

According to Amazon China sales data, sales of feed products including Xin'an breast pump and breast milk storage bags have more than doubled year-on-year during the January-April 2017 period. Philips AVENT is also ranked among the top ten maternal and baby brands in Amazon China and Amazon. At the same time, when it is necessary to mix and feed, the milk powder of “close to breast milk” is the first choice. According to Amazon China sales data, the sales of the Mead Johnson Blue Dragon series milk powder, which is the “closest to the breast milk component”, increased by 80% in the first four months of 2017 compared to the same period last year. At the same time, the sales of infant food supplement products also increased by more than 80%.

Child safety travel is getting more and more attention

According to the results of the data survey of more than 100%, more than 60% of young parents began to pay attention to the issue of safe children's travel, and the most prominent is the new parents after the 95s, 78% of them are concerned about this issue, while the proportion of attention after 85 is only 56. %.

According to Amazon China sales data, sales of child safety seats from Amazon Hong Kong/bonded warehouses increased more than 20 times compared with the same period last year. At the same time, sales of child safety seat categories ranked fourth in the Amazon China maternal and baby category. At the same time, data from the digital one shows that among the safety seat functions that are most concerned by consumers, the five-point seat belt and the side collision avoidance function have the highest attention, reaching 66% and 57% respectively. Sales data from Amazon China show that the child safety seat with SICT side collision function and five-point seat belt is the most popular with consumers and has the most sales.

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