Tmall Parent Child Consumption Report: After 95, Belt Consumption Increased By 61%

Tmall released the first Chinese child raising: 2019 Tmall paternity consumption report, the report shows that with the 95 birth of the army, the novice parents invest in the consumption of children increased year by year, nearly three years, 95 after the new parents in Tmall consumption per capita compound annual growth rate as high as 61%.

The report points out that as the birth rate of newborns gradually decreases, the growth of mother and baby market is changing from the original number driving to the dual promotion of population base and consumption upgrading.

Today, more than 200 million parents are buying parent-child products at Taobao Tmall.

Over the past three years, the average annual growth rate of Tmall's per capita consumption has reached 61% over 95.

From the point of view of urban distribution, the report shows that although the annual cost per capita of the 1-2 line cities invested in Tmall is still 400 yuan higher than that in the 3-5 line cities, the growth of the low level cities in the fine, scientific and intelligent child raising rate has increased by more than 2 percentage points in the 1-2 line cities.

In 2018, the five cities of Chinese parents who had raised their baby in Tmall were Shanghai, Hangzhou, Beijing, Nanjing and Zhoushan, of which 4 were all southern cities.

Data show that in 2018, the sales of "artifact" associated with the "walk baby" on Tmall increased by 16 times, including the anti throwing rope, the one key folding baby carriage, the stray straps, and so on.

After 90 and 95, parents and parents follow the idea of "tide themselves."

Love to use IP surrounding and quality big card to dress up the baby.

The report shows that over the past year, nearly 20 million people have bought the Piggy's perimeter around the world, and the children's shoes derived from big IP, such as HelloKitty, Disney, Transformers, and havoc Tiangong, are also popular.

The report points out that in the past year, the amount of examination books in Tmall has increased by 40.7%. In Tmall's top 100 bestsellers, sales of examinations and knowledge services accounted for nearly 3 of the total, far exceeding that of children's books, such as stories.

In addition, the 95 parents' time to invest in education has also been more advanced. The younger age of education has become an obvious trend. Tmall data show that early childhood toys and educational toys are showing rapid growth.

With some provinces incorporating programming into the national college entrance examination, many children's programming toys for young children are also growing at Tmall, up 570% over the same period.