表紙
市場調査レポート

母子製品小売りの中国市場

Mother and Baby Products Retailing - China - September 2015

発行 Mintel China 商品コード 341597
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
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母子製品小売りの中国市場 Mother and Baby Products Retailing - China - September 2015
出版日: 2015年09月30日 ページ情報: 英文
概要

母子製品小売市場は急成長しただけではなく、同時に急速にオンラインへと移行しています。しかし、この市場は質に対する信頼とアドバイスが重要な市場です。消費者は、オンラインで製品を購入する前に、店頭で製品の品質に納得する必要があります。ブランドに対する信頼と自信を確立するために、企業は高品質の製品を販売するだけではなく、高い水準の専門知識とアドバイスを提供する必要があります。これは乳児の専門家および専門機関の支援を得て新たなサービスを開発することを意味すると同時に、その専門知識を提供するスタッフを訓練することも含まれます。

当レポートでは、中国の母子製品小売市場について調査分析しており、市場の課題および考察、市場規模・予測、市場分類、市場発展促進要因、主要メーカー動向、大手オンラインポータルの概要について検証するほか、製品購入に影響を及ぼす要素の分析および多様な消費者動向に関する分析をまとめています。

第1章 概要

  • 定義

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 店頭VSオンラインの賛否両論
  • 専門家のアドバイスの泉と化す
  • 安全性が依然として主たる動機付け

第4章 市場 ‐ 知っておくべきこと

  • 消費者はより高価なものへの買い換えを続ける
  • 非食品支出への移行が拡大
  • 低い出生率は高価なものへの買い換えの範囲を拡げる

第5章 市場規模・予測

第6章 市場分類

  • 食品が市場を占有
  • 非食品部門の促進に大きな可能性
  • 製品のマーケティングはもっと早く始まる可能性がある

第7章 市場発展促進要因

  • ミニベビーブーム?
  • 1人当たり消費の上昇
  • より良い品質に投資
  • チャイルドシート販促の余地あり

第8章 主要メーカー動向 ‐ 知っておくべきこと

  • ますます小売はオンラインへと移行
  • オンライン小売業者はTmallが占有
  • 専門小売業者がアドバイスの情報源として競合

第9章 フォーマットの共有

  • 小売業者はオンライン販売へと移行
  • さらなる浸透に向けたオンラインの可能性

第10章 大手オンラインポータル

  • Tmall
  • JD.com
  • Suning
  • その他の注目すべきオンライン小売サイト
    • Dangdang Mother and Baby
    • Yihaodian
    • Amazon China
    • Beibei Wang

第11章 主要な母子専門業者の差別化

  • Babies to Kids
  • Baby King
  • Goodbaby
  • その他の母子専門業者
    • Aqin
    • Baby Island
    • Qinqin Baby
    • Lijia Baby

第12章 消費者動向 - 知っておくべきこと

  • オンライン購入が大きな影響を及ぼしている
  • 純正の安全な製品が店頭の主流;オンラインでは価格と種類が主流
  • 製品の検討は誕生のずっと以前から始まる
  • アドバイスと提言を熱心に調べる
  • 消費者は多くの健康および安全性の要素を検討
  • 信用が消費者の行動に大きく影響

第13章 ベビー製品の事前購入

  • オンライン購入が大きく影響
  • 経験/年齢がオンライン/店頭チャネルの選択に大きく影響
  • 高所得の消費者はオンラインで購入する場合が多い
  • 店頭VSオンラインは都市によって大きく異なる

第14章 小売業者の選択に影響を及ぼす要素

  • 純正の安全な製品が店頭の主流;オンラインでは価格と種類が主流
  • 小売業者選択要素の違い

第15章 製品購入に先立つ計画と調査

  • 製品の検討は誕生のずっと以前から始まる
  • 調査能力が情報の優先順位を形成する
  • ベビーフードの情報源を開拓
  • 非食品製品の情報源を開拓

第16章 製品購入に影響を及ぼす要素

  • アドバイスと提言を熱心に調べる
  • 若い母親は専門家のアドバイスを仰ぐ
  • 所得に比例して独自の情報収集が拡大

第17章 製品の購入に影響を及ぼす健康・安全性の要素

  • 消費者は多くの健康および安全性の要素を検討
  • 所得が消費者の検討内容に影響を及ぼす
  • 年齢と経験も選択に影響を及ぼす

第18章 母子製品に対する態度

  • 信用が消費者の行動に大きく影響
  • 所得水準に応じて知識欲が拡大
  • しかし消費者の行動は都市によって大きく異なる

付録

目次

“The mother and baby products retail market has not only grown quickly, but it has also quickly moved online. However, it is a market where trust in quality and advice are crucial. Consumers need to be convinced of product quality in-store before they go on to buy online.

Building brand trust and confidence increasingly means companies must not only sell high quality products, but also provide a high level of expertise and advice. This means developing new services with the help of infant development experts and institutions, but also training staff to deliver that expertise.

As the market quickly expands into lower tier cities, brands and retailers must see their business expansion not just in terms of product delivery logistics, but also in terms of service and expertise delivery. It also requires better provision of information and engagement with consumers, using all retail channels (both online and in-store), as well as engaging with consumers through social networks.” - Matthew Crabbe - Director of Research, Asia-Pacific.

This report looks at the following areas:

  • Previous purchasing of baby products
  • Important factors influencing retailer choice
  • Planning and research prior to product purchase
  • Factors influencing product purchase
  • Health and safety factors influencing product purchase
  • Attitudes towards mother and baby products

Table of Contents

Overview

  • Definition

Executive Summary

  • The market
    • Figure 1: China - Total retail market for mother and baby products, 2010-2020
  • Companies and brands
    • Figure 2: China - Mother and baby products retail sales, by format, 2014
  • The consumer
  • Previous purchasing of baby products
    • Figure 3: Mother and baby products bought by consumers in the past 12 months, May 2015
  • Important factors influencing retailer choice
    • Figure 4: Factors influencing choice of retailer for mother and baby products, May 2015
  • Planning and research prior to product purchase
    • Figure 5: Period when consumers look for information for different types of baby products, May 2015
  • Factors influencing product purchase
    • Figure 6: Key factors influencing consumer choice of baby products, May 2015
  • Health and safety factors influencing product purchase
    • Figure 7: Key health and safety factors important to consumers when choosing which products to buy, May 2015
  • Attitudes towards mother and baby products
    • Figure 8: Consumers' attitudes towards purchasing mother and baby products, May 2015
  • What we think

Issues and Insights

  • The pros and cons of in-store versus online
  • The facts
  • The implications
  • What's next?
  • Being the fount of expert advice
  • The facts
  • The implications
  • What's next?
  • Safety remains the prime motivator
  • The facts
  • The implications
  • What's next?

The Market - What You Need to Know

  • Consumers will continue to trade up
  • Increasing shift towards non-food spending
  • Low birth rate means more scope for trading up

Market Size and Forecast

  • Figure 9: China - Total retail market for mother and baby products, 2010-2020

Market Segmentation

  • Food dominates the market
    • Figure 10: China - Retail sales of babycare products, 2011-15
  • Great potential in driving non-food sectors
    • Figure 11: China - Growth in retail sales of babycare products, 2011-15
  • Marketing of products could start sooner
    • Figure 12: Period when consumers look for information for different types of baby products, May 2015

Market Drivers

  • A mini baby boom?
    • Figure 13: Number of babies aged 0-3, 2011-15
  • Per capita spending rising
    • Figure 14: China - Mother and baby products per capita sales as a % of per capita average urban income, 2011-15
  • Investing in better quality
  • Still room to promote child car seats

Key Players - What you need to know

  • More retail shifts online
  • Online retailers dominated by Tmall
  • Specialist retailers competing to be the source of advice

Format Share

  • Retailers shifting to online selling
    • Figure 15: China - Share of mother and baby product sales by retail format, 2012-14
  • Online potential for deeper penetration

The Big Online Portals

  • Tmall
  • JD.com
  • Suning
  • Other notable online retail sites
  • Dangdang Mother and Baby
  • Yihaodian
  • Amazon China
  • Beibei Wang

Key Mother and Baby Specialists' Differentiation

  • Babies to Kids
  • Baby King
  • Goodbaby
  • Other key mother & baby specialists
  • Aqin
  • Baby Island
  • Qinqin Baby
  • Lijia Baby

The Consumer - What You Need to Know

  • Online purchasing has significant impact
  • Genuine, safe products lead in-store; price and range lead online
  • Product consideration begins well before birth
  • Advice and recommendation avidly sought
  • Consumers consider many health & safety factors
  • Trust significantly influences consumer attitudes

Previous Purchasing of Baby Products

  • Online purchasing has significant impact
    • Figure 16: Mother and baby products bought by consumers in the past 12 months, May 2015
  • Experience/age impacts online/in-store channel choice
    • Figure 17: Mother and baby products bought by consumers in the past 12 months, by age group, May 2015
  • Higher income consumers more likely to buy online
    • Figure 18: Mother and baby products bought by consumers in the past 12 months, by monthly household income group, May 2015
  • In-store versus online very different by city tier
    • Figure 19: Mother and baby products bought by consumers in the past 12 months, by city tier, May 2015

Factors Influencing Choice of Retailer

  • Genuine, safe products lead in-store; price and range lead online
    • Figure 20: Factors influencing choice of retailer for mother and baby products, May 2015
  • Retailer choice factor differences
    • Figure 21: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by age group, May 2015
    • Figure 22: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by monthly household income group, May 2015

Planning and Research Prior to Product Purchase

  • Product consideration begins well before birth
    • Figure 23: Period when consumers look for information for different types of baby products, May 2015
  • Research skills shape information priorities
    • Figure 24: Period when consumers look for information on infant formula milk and supplementary baby foods, by level of educational attainment, May 2015
  • Information sources sought for baby foods
    • Figure 25: Period when consumers look for information on infant formula milk and supplementary baby foods, by key factors influencing consumer choice of baby products, May 2015
  • Information sources sought for non-food products
    • Figure 26: Period when consumers look for information on nappies/diapers and baby skincare products, by key factors influencing consumer choice of baby products, May 2015

Factors Influencing Product Purchase

  • Advice and recommendation avidly sought
    • Figure 27: Key factors influencing consumer choice of baby products, May 2015
  • Younger mothers seeking professional advice
    • Figure 28: Key factors influencing consumer choice of baby products, by age group, May 2015
  • Independent information gathering grows with income
    • Figure 29: Key factors influencing consumer choice of baby products, by monthly household income group, May 2015

Health and Safety Factors Influencing Product Purchase

  • Consumers consider many health and safety factors
    • Figure 30: Key health and safety factors important to consumers when choosing which products to buy, May 2015
  • Income affects consumers' considerations
    • Figure 31: Key health and safety factors important to consumers when choosing which products to buy, by monthly household income group, May 2015
  • Age and experience also affects choice
    • Figure 32: Key health and safety factors important to consumers when choosing which products to buy, by age group, May 2015

Attitudes towards Mother and Baby Products

  • Trust significantly influences consumer attitudes
    • Figure 33: Consumers' attitudes towards purchasing mother and baby products, May 2015
  • Demand for knowledge rises with income level
    • Figure 34: Consumers' attitudes to purchasing mother and baby products, by monthly household income group, May 2015
  • But consumer attitudes are very different by city
    • Figure 35: Consumers' attitudes towards purchasing mother and baby products, by tier 1 city, May 2015
    • Figure 36: Consumers' attitudes towards purchasing mother and baby products, by tier 2 & 3 city, May 2015

Appendix - Market Size and Forecast

  • Figure 37: China - Total market value for mother and baby product retail sales, 2010-20

Appendix - Methodology and Abbreviations

  • Methodology
  • Abbreviations
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