Latest census: The proportion of "second child" has increased

The wave of price increases is coming, and big brands are taking advantage of the demand to enter

The nationality mystery of Babycare's financing of 700 million yuan

On the morning of May 11, 2021, the State Council Information Office held a press conference on the main data results of the seventh national population census. The total population of China was 1411.78 million, an increase of 72.06 million or 5.38% compared to 1339.72 million in 2010 (the sixth national population census data). The annual average growth rate was 0.53%, a decrease of 0.04 percentage points from the annual average growth rate of 0.57% from 2000 to 2010. The data shows that China's population has continued to maintain a low-speed growth trend in the past 10 years.

According to the meeting, the increase in the proportion of children in China's population is a positive result of the adjustment of the birth policy, including decision-making arrangements and policy measures such as "having only two children" and "having two children across the board",This has led to a rebound in the birth rate, with a significant increase in the "second child" birth rate. The proportion of "second children" in the birth rate has risen from around 30% in 2013 to around 50% in 2017.

Under the situation where the proportion of "second child" is high, the consumption characteristics of infants and children will also be different.

 A deep investigation was conducted on mothers with two children, and the "2020 Consumer Insights for Second Child Mothers" was released, revealing the marketing secrets of the second child economy. New mothers may pursue novelty, but the consumption philosophy of mothers with two children has undergone significant changes: their purchasing power has skyrocketed, and their shopping choices for their second child are carefully selected.

In the maternal and infant fast-moving consumer goods market, the two major categories of milk powder and diapers continue to maintain rapid growth. In summary, the children's diaper market, which consumes trillions of dollars annually, has a promising future.

During the May Day holiday, bulk commodities continued their frenzy, including Brent crude oil and COMEX silver, which continued to rise in price. Among them, CBOT soybean oil prices on the Chicago Mercantile Exchange led the way, with an increase of 6.51% in less than a week.

Earlier, on April 21st, Jon Moeller, Vice Chairman and COO of Procter&Gamble, stated at an investor meeting that the current increase in raw material prices is the largest round he has experienced compared to previous years。Procter&Gamble announced that it will increase the prices of its baby and adult diapers and feminine care products by 5% -9% in September this year,The reason for the price increase is the rising cost of raw materials such as resin and pulp, as well as the increase in transportation costs. Since February this year, the prices of polyethylene, polypropylene, and other chemical products have been pushed to industry highs in many years.

Procter&Gamble CFO Andre Schulten also stated that the company is evaluating raw material prices and foreign exchange factors in different regional markets to determine Do more price adjustment measures need to be taken.

On the same day as Procter&Gamble announced a price increase, its executives also expressed their intention to raise prices during the Coca Cola earnings conference call!

Since April this year, domestic household paper companies such as Heng'an and Vinda have announced price increases of around 10%. The price increase of goods is not as significant as the price increase of raw materials, but it does not mean that the enterprise will suffer losses. On the contrary, for top companies, it brings about industry reshuffle and increased concentration.

According to the official website, BABYCARE is a brand from the United States, founded by Dr. Philemon in Salt Lake City in 2013, and now has a global sales network. After Babycare entered the Chinese market in 2014, it was represented by Shanghai Xier Industrial Co., Ltd. The products on Tmall were designed and guided by a team from the United States.

According to Tianyancha, the legal representative of Shanghai Xier Industrial Co., Ltd. is Li Kuo, with a 95% stake, and was established in July 2014.

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Let's take a closer look at the development process< strong style="margin: 0px; padding: 0px; border: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"> You will find some unreasonable aspects.

Babycare "is a mother and baby brand founded by Chinese designer Luka Lee in the United States, and the legal representative of Shanghai Xier Industrial Co., Ltd. is Li Kuo. The name of the registered agent for US baby care INC is KUO LI.

The fact is,<strong style="" margin: 0px; padding: 0px; border: 0px; maximum width: 100%; Box size: border; Overflow packaging: Line break! Important; ”The founder, legal representative, and trademark registrant of the infant stage are all the same person, Li Kuo. Therefore, Dr. Philemon, the founder, is unknown. Some media have also stated that this white coat female doctor has appeared in many places abroad, and it is unclear whether she is a public spokesperson?                                

Babycare has indeed achieved good results, but for a brand to compete in long-distance running ability, it must first be sincere and trustworthy. Whether it is a fake foreign brand or not, users may not care at first. But with the rise of substitutes and the strengthening of national confidence, there will inevitably be deeper considerations for the culture conveyed by a brand!

Moreover, when users no longer care about a brand's background, they will definitely have requirements for quality and service. In the tide of domestic brands, Babycare still has a long way to go in order to maintain an unbeatable position in competition.