Rihua Cloud digital means enable maternal and infant care brands to break through quickly
Against the background of demographic changes and the upgrading of parenting concepts, the maternal and infant consumer market is in a critical period of restructuring. Parents who advocate scientific parenting are willing to invest more in all aspects of their baby's food, clothing, housing and transportation to create a better growth environment for their baby.
The improvement and upgrading of parenting concepts has brought more consumer demand, which has also led to the accelerated growth of some sub-categories. According to data from "Magic Mirror Market Intelligence", the growth rate of online channels for baby skin care from January to May this year was 14.2%, which is one of the few sub-categories in the maternal and infant sector that can still maintain a double-digit growth rate. More and more companies are also accelerating the layout of maternal and infant care tracks. In order to help companies quickly run through the production chain and even promote the improvement and upgrading of maternal and infant care categories, Rihua Cloud, a subsidiary of Liby Technology, responded to the trend, accurately linked the resources of the entire daily chemical industry, and deeply enabled maternal and infant brands to break through quickly.
"Rihua Cloud integrates Liby Group's more than 30 years of consumer operations, product development and supply channels, and is committed to providing maternal and infant brands with precise resource docking and one-stop product solutions for the entire industry chain." At the "Way Out 2023 New Channel Conference & Growth Category Conference" which just ended, Jiang Zhengchao, head of Rihua Cloud's new product innovation and development center, explained to us the purpose of the platform's creation.
The industrial environment and consumer demand are changing rapidly, and the three major challenges of the current maternal and infant care industry are counted
After bidding farewell to the rapid population growth in the past decade, the maternal and infant industry has entered the era of stock competition. The extensive operation based on the demographic dividend to achieve "drought and flood guarantee" has become history. Strengthening refined operations centered on user needs is more in line with the current market competition situation. This change also puts higher demands on the company's brand operation management and supply chain polishing capabilities.
In the interview, Jiang Zhengchao said that "the demographic dividend is no longer there" is the primary challenge currently facing the maternal and infant care track. He said: "We need to focus on the refined operation of products and channels, and tap more opportunities from the existing stock."
On the other hand, the rising popularity of the maternal and infant care track has also pushed the intensity of brand competition to a new height. In addition to the emerging and fiercely fighting new brands, there are also many leading daily chemical and beauty companies in the track. According to relevant reports from China Research Network, affected by the increasing number of companies entering the market, the overall market share of my country's maternal and infant care market has tended to be decentralized in recent years. In 2020, CR10 was only 30.1%, nearly half of the 59.2% in 2011. From the data, it can be seen that the current concentration of the maternal and infant care market is at a low level, and brand competition is relatively fierce.
Jiang Zhengchao also talked about this topic in the interview: "We have seen that many popular daily chemical brands and channel brands are laying out maternal and infant care products. Due to the limitations of the company's own business experience and resource base, it is difficult to break through the boundaries and gain growth. Therefore, the current market environment with increasingly fierce brand competition is a major challenge for practitioners and new entrants."
In addition, as young people born in the 1990s and Generation Z have joined the "baby-raising army", the needs of maternal and infant care consumers are also changing. Unlike their parents' "one bottle of baby cream for the whole body", the new generation of parents advocate scientific parenting. On the premise of ensuring the safety of the ingredients of maternal and infant care products, they pay more attention to the specific care needs of the baby's delicate skin in different temperatures, seasons and environments. For example, in the spring when pollen spreads vigorously, anti-allergy is the focus of baby skin care; in the hot summer with high humidity, the baby's skin care needs are mainly concentrated on sun protection, and the selected skin care products are preferably light and thin, etc.
It can be seen that the demand for care products by the new maternal and infant consumer group is focusing on three dimensions: more refined, safer and more professional. How to take on the transformation of user consumption needs and continuously polish products and innovate on this basis is a test of the supply chain management and control capabilities of every maternal and infant care brand. "Especially for some new brands, due to the lack of supply chain management and polishing, the competitiveness of their products is often determined by the level of the OEM factory." Jiang Zhengchao said in the interview that maternal and infant consumers pay special attention to the baby's experience, so they have higher requirements for the quality of maternal and infant care products. Rihua Cloud's ecological enterprise Liby Technology Group has started to enter the maternal and infant consumer market since 2008. In the process of more than ten years of intensive operation, it has accumulated a wealth of experience in the formula of care products and consumer operation dimensions. Through digital means, it can carry out efficient empowerment for maternal and infant care brands.
