2021中国母婴后浪品牌市场洞察.pdf

20212021?2022/1/122?l?APP?够?APP?BAT?l?务?l?务?Analysys?导?l?务?务?务?务?务?l?2015?l?0-3?2022/1/123?CONTENTS目录?01?02?03?042022/1/124?PART?1PART?1?2022/1/125?1980?1996?2006?2018?2025?PC?务?务?2022/1/126?+?去?去?去?去?务?/?+?务?务?+?60?70?35098?70?17742?80?19685?90/95?10868?198019962006201820252022/1/127?去?去?/?宇?-?去?/电视广播?母婴专卖商超?直播、社交、生活服务平台融合等?汉服二次元街头猫奴80?90/95?屌丝白领?GY?拥抱全新生态，为中国母婴用品后浪品牌快速出圈插上翅膀2022/1/128?2000?-2021?务?0.7?0.5?0.8?1.1?1.2?1.3?1.6?1.9?2.7?3.7?5.9?8.5?10.8?16.6?26.0?41.0?60.7?92.3?135.5?457.4?684.5?1187.0?02004006008001,0001,20020002001200220032004200520062007200820092010201120122013201420152016201720182019202020212019-2020?2000?500001000200030004000500060002019?2020??1?/?务?/?2021?11?28?2?3?2017?导?2021?11?118.7?2020?5000?26%?2020.04-2021.03?%?26%74%?2022/1/129?20212021?2015-2021?2015-2021?32880332070014800029985927893512158068800032331719916240510152025303501000002000003000004000005000006000007000008000002015?2016?2017?2018?2019?2020?2021?0%10%20%30%40%50%60%70%80%90%100%2015?2016?2017?2018?2019?2020?2021??2021?11?15?2000?200?1000?IPO?2021?11?匮?24?68.8?务?PatPat?D?D2?6.7?务?2021?11?10?匮?告?2.82?A?2022/1/1210?2021?11?TOP20?2020?3333?务?5 5?2021?11?TOP20务?务?研?/?务?30%+?/?研?2020?5?15%28?75%??2021?11?TOP?2015?2015?务?45.0%65.0%70.0%78.3%80.0%87.0%95.0%96.7%55.0%35.0%30.0%21.7%20.0%13.0%5.0%3.3%0%10%20%30%40%50%60%70%80%90%100%?/?/?/?2022/1/1211?8 8?1698773224242210510152025?/?/?/?务?78.3%14.5%7.2%?务?2021?11?TOP20?2021?11?TOP20??2021?11?TOP?2015?务?粉?2015?务?务?务?54?8?务?务?务?务?务?务?2022/1/1212?PART?2PART?2?2022/1/1213?22.61%20.72%22.87%45.49%34.75%29.74%26.28%20.15%22.76%24.00%27.95%23.05%13.49%14.97%14.98%3.94%6.39%10.57%7.93%7.38%?24?24-30?31-35?36-40?41?1300?+85?90?95?-?6.5?35?4.2?2500?35?-?1.5??去?在新兴内容生态下，后浪品牌和前浪品牌处于同一起跑线，有更大机会出圈，但诸多前浪也在快速跟进，后浪需跑步进场2022/1/1214?APPAPP??2021?7?务?粉?N=3000APP?研?研?2021?9?1314.62?2021?9?APP?1314.621241.51887.65870.32735.170200400600800100012001400?83%73%61%57%44%42%39%30%8%6%?APP/?尼?2022/1/1215??够?够?模?务?TA?锐分阶内容导购潜客拦截福利投喂新客达成关系管理?锐?“妈妈网粉丝营”助力品牌构建私域流量池，有效沉淀精准客群，口碑全网渗透营销破圈口碑力场忠诚复购粉丝经济私域营销2022/1/1216?app+app+?+?APPAPP?2.63w+?789w?+?1.9?+?200+?3000+?IP?1089.3w+800+?MCNMCN?alal?811w+811w+?1371.5w+1371.5w+?IP+?+?IP?IP?/?/?/?/?/?1000?/?/?1?+3?S2b2C/POS/?/sCRM/?/?.?2w?4?+?粉?1?务?2021?12?2022/1/1217?3 3?1 1?+?+N?B?1 1?1 1?2 2?IPIP?的?2 2?3 3?+?2 2?+?3 3?够?够+MCN+MCN?2022/1/1218?牌?牌?#?680?覆?373.9181.779.36.55.85.14.74.143.1#?#?#?#?#?#?#?#?#?#?2759w+?2004w+级?3700w+务?286w+?2268w+?2137w+?&?1011w+?929w+?2300w+?664w+?102w+?311w+?245w+?742w+?476w+?56w+?165w+?217w+?新?天?Talia?babycarebabycare?MiniP?11?5?2022/1/1219?2019年2017年2020年?的?2017?2018?12?2019?7?1018040060010007?8?9?10?11?KOL?2020?A?A+?B?2021?5000?B+?2019?以抖为核推渠道，KOL合作助，成功破圈?MCN?KOL?MCN?MCN?100?KOL?的??2022/1/1220??3.5?890?2.4?锐?4.5?570?74.5?快手母婴官方行动，推动母婴内容生态多元化?47.7?1.1?研?2022/1/1221?-?70%?30%2020?2020.06?vs?2021.06?2020.06?vs?2021.06?2020.06?vs?2021.06?2020.062021.062020.062021.062020.062021.06130.5%702.7%123.1%?2021?2020?702.7%?奉?务?93%?务?70%?盛?2022/1/1222?2021?11?%?18-24?盛?2020?4?务babycare?5?+?2020.04-2021.03?12?400?2021?11?0%5%10%15%20%25%30%35%40%45%442020.04-2021.03?务?babycare??2022/1/1223?2021?MAT2021?70%?50%-70%50%??CBNData?=87?=87?研?研?2021?1010?100100?10001000?2022/1/1224?PART?3PART?3?2022/1/1225?去?去?2022/1/1226?bebebusbebebus?+??TMIC?bebebus?务?90?/95?务?4%30%41%15%10%18-2425-2930-3435-3940+5%31%38%14%12%18-2425-2930-3435-3940+24%36%18%22%T1T2T3T4-T615%34%20%31%T1T2T3T4-T60%2%7%20%71%L1L2L3L4L51%6%15%31%47%L1L2L3L4L52020?务?2022/1/1227?bebebusbebebus??Cybex?bebebus?bebebus?90?95?务?愿?2022/1/1228?bebebusbebebus?+?/KOL?bebebus?2020?2019?2021?精准定位，带来突猛进的业绩 2019?7?2000?2020?618?10?1.42021?618?4?2020?2021?11?7100+?bebebus?告??2022/1/1229?1-6?1-6??2022/1/1230?KOL?IP?尼?GY?KOL?TVC?IP?CCTV?61??的?务?+?Toy?+?Animation?+?Game?+?Education?2021?5?模?6?B?2022/1/1231?去?去?90?3?Omega-9??务?务?188188?3535?2022/1/1232?2016?2017?2018?2019?2020?2021?名?CCTV8?呵?名?呵?KOL?10?500?KOL 100?KOL?KA?去?+?+?2022/1/1233?babycarebabycare?0123456789102018.012018.022018.032018.042018.052018.062018.072018.082018.092018.102018.112018.122019.012019.022019.032019.042019.052019.062019.072019.082019.092019.102019.112019.122020.012020.022020.032020.042020.052020.062020.072020.082020.092020.102020.112020.122021.012021.022021.032021.042021.052018.01-2021.05babycare?+?+??babycare?务?声?10?愿?C4D?群?2022/1/1234?babycarebabycare?+?7.2?4.13?5w+?1900w+?2019?77%?+?+?babycare?250250?+?CRM?CRM??2022/1/1235?babycarebabycare?icon?2021?够?2020?3?匮?4?2021?呵?2021?10?去??babycare?尼?babycare?尼?与用户实现情感共创，是babycare品牌高粘性的重要依赖250万的私域流量池，为品牌深入洞察用户需求提供了源源不断的内容素材2022/1/1236?PART?4PART?4?2022/1/1237?确?2003?C2C?2012?B2C?2016?2017??2022/1/1238?牌?牌?2019.07-2020.06?vs?2020.07-2021.06?36%9%55%38%7%55%12.4%-19.0%3.6%-25%-20%-15%-10%-5%0%5%10%15%0%10%20%30%40%50%60%?2019.07-2020.062020.07-2021.06?5000?2?KA?2021?2?KA?42?导?2021?3?2021?10??的?告?盛?2022/1/1239?2018.06-2020.05?2018?+1414%-1212%-1212%?12.9%11.3%24.5%22.5%30.7%28.1%31.9%38.1%0%20%40%60%80%100%2018.06-2019.052019.06-2020.05?A?B?C/D?&?-1616%28%44%32%22%?A?18?B?C/D?2017Q4-2019Q2?53.1167.42101092.4020040060080010001200?1181201141131001051101151201252017Q42018Q12018Q22018Q32018Q42019Q12019Q2?2022/1/1240?1640167816551786172315231465120013.0313.8311.9913.5712.6410.8610.418.52024681012141604008001200160020002013?2014?2015?2016?2017?2018?2019?2020?2013?-2020?务??奉?的?1?2?务?短长少多2022/1/1241?千?2018?务?千?23.17?22.89?22.72?18.47?18.41?17.58?16.98?16.24?10.86?9.98?8.68?0510152025??千?千?千?油?1?PatPat?千?Lazada?PatPat?千?2?babycare?Lazada?千?2022/1/1242?个性化、时尚化、多元化程度细分市场定位杂牌主线一主线二数字用户洞察识别底层推力抓趋势用户精准洞察五部曲：用户基本画像用户成长环境用户六大新价值观用户六大新消费观用户九大新消费行为产业生态洞察活用产业拉力识别用户在各个新平台上的行为与内容偏好？洞察各平台属性及其对各类品牌的赋能能力？选择与品牌匹配的平台，并进行针对性运营？选赛道转模式面向未来，母婴后浪品牌出圈四部曲创新模式借鉴转化内生动力智慧化终端开放式渠道互动式营销共创式供应链合伙式研发以智能用户运营为核心，通过数字化升级形成价值链闭环对比国外，国内有哪些新兴的细分市场？各细分市场发展潜力？定品类务?务?务?务?务?务?质量各品类黑马品牌发展潜力（以后浪为例）后浪成功可能性奶瓶吸奶器童装童鞋洗护零辅食推车座椅营养品玩具奶粉行业市场吸引力哪些品类，后浪品牌更易于实现逆袭？哪些品类，国潮品牌更易于实现国产替代？高高高高低低母婴用品婴幼儿奶粉童装/童鞋婴幼儿尿裤母婴洗护奶瓶/吸奶器推车/安全座椅零辅食玩具营养品尿裤