What happened in the maternity and baby industry over the past week? Let’s take a look together with “CBME Insight”~
Industry Trends
[Nielsen IQ: Brief Warm-up in the Maternity and Baby Industry in First Half of 2024]
Recently, Nielsen IQ released the latest insights for the first half of the year 2024 for the maternity and baby industry. The key trends are summarized as follows:
- A brief warm-up was observed in the maternity and baby industry in the first half of the year;
- Most categories showed improvement, with declines in sheep milk and diapers nearly halting, and baby formula experiencing a narrower decline compared to the same period last year;
- In channel segments, the 618 Shopping Festival drove growth in the maternity and baby category in e-commerce channels. Both the overall and various sub-channel growth rates rebounded compared to the previous 12 months, with the recovery in lower-tiered channels being even more prominent.
[Pregnancy and Baby World’s Jiangxi Subsidiary Officially Launched]
On September 19th, Pregnancy and Baby World announced the official launch of its Jiangxi subsidiary. Jiangxi is the sixth province that Pregnancy and Baby World has entered across provinces after Chongqing, Guizhou, Yunnan, Anhui, and Hubei.
Previously, on July 18th, Pregnancy and Baby World issued an announcement stating that according to the needs of the company’s operation and development, and to further expand the domestic market and actively promote business development, it planned to invest in setting up a wholly-owned subsidiary in Nanchang, Jiangxi Province, mainly engaged in the wholesale and sales of maternity and baby goods.
[The “2024 Social Media E-commerce Big Health Industry Trend Insight White Paper” Released]
Recently, the “2024 Social Media E-commerce Big Health Industry Trend Insight White Paper” was released, with the core highlights of the white paper summarized as follows:
- The big health industry, including medical health, traditional nutraceuticals, health foods, etc., reached a market size of 10.9 trillion yuan in 2023, showing robust growth momentum;
- The market is trending towards “snackification” and “lightweight,” with product forms and packaging designs becoming more convenient and ready-to-eat;
- In terms of category scale proportion, the market sales scale of health/nutritional supplements was the highest in 2023, with the sales ratio increasing from 67.09% to 70.83%.
[Pang Donglai’s Adjustment of the Third Yonghui Supermarket Store Officially Debuted]
Recently, the third Zhengzhou Yonghui store—Yonghui Yuhua Square Store—reopened after being adjusted by Pang Donglai. The store has the largest business area of Yonghui in Henan after reform, covering more than 6,000 square meters. Pang Donglai has comprehensively reformed aspects of the store like product structure, quality, and pricing to store layout, circulation flow, service, and employee treatment.
It is understood that the store has replanned the number of single items to 13,477, with 80.9% new items accounting for more than 90% of Pang Donglai’s product structure.
[Xianle Health: Gummies Seen as the Most Promising Direction for Development]
Recently, according to the Investor Relations Activity Record Sheet disclosed by Xianle Health, the pharmacy market is expected to experience negative growth this year. Nevertheless, the company’s channel business achieved high single-digit growth in the first half of the year. In terms of products, gummies, due to their rapid growth, have become the most promising direction for development, with significant growth rates in both the domestic and European markets. In addition, softgel capsules have also maintained growth due to their stability.
[The “Women’s Health Food, Beverage, and Dietary Supplements Trend Insight” Released]
Recently, the “Women’s Health Food, Beverage, and Dietary Supplements Trend Insight” was published, showing that the market for women’s health-related products is growing at an annual compound growth rate of 12%. From April 2023 to March 2024, dietary supplements accounted for 78% of the share from new product launches targeted at women.
Specifically, menstrual-related dietary supplements, menopause dietary supplements, and comprehensive solutions (fully addressing women’s health needs at every stage of life) received high attention.
In detail, from April 2019 to March 2024, the annual compound growth rate of new menstrual-related dietary supplement product launches reached 22%, further verifying the rapid expansion in this field. From April 2019 to March 2024, the annual compound growth rate for new menopause dietary supplement product launches globally reached 14%.
[Kuaishou’s Double 11 to Invest 20 Billion Yuan in Traffic Subsidies and 3 Billion Yuan in User and Product Subsidies]
Kuaishou held the 2024 Double 11 Merchant Conference, announcing that the Double 11 merchant recruitment has officially begun. For this Double 11, Kuaishou E-commerce will provide 20 billion yuan in traffic subsidies, a 2 billion yuan user red envelope, and 1 billion yuan in product subsidies.
It is reported that this year’s Kuaishou Double 11 will be divided into five stages covering the whole period: preparation, preheating, opening, category days, and the carnival day.
Starting September 19th, the Kuaishou Double 11 merchant recruitment began network-wide. On October 16th, Kuaishou Double 11 enters the preheating period, where users can start to grab their favorite goods in advance. From October 18th to November 11th will be the official cycle of Kuaishou Double 11. The platform will offer hot-selling products, new product Big Day, and other opening activities, as well as category day promotions like Intelligent Life Festival, Warm Clothing Festival, Winter Beauty Festival, large red envelope giveaways, and 72-hour non-stop clearance sales, and user carnival benefits for the sprint stage.
[JD’s Double 11 Starts Early on October 17th, Qualified Merchants Exempt from Registration]
Recently, JD announced the schedule for this year’s Double 11. Reportedly, this year’s JD Double 11 starts a week earlier than last year, entering the pre-sale phase at 8 pm on October 17th. JD hopes that a longer event period will help merchants achieve more sales. As usual, JD’s Double 11 will be selling in-stock products from the pre-sale phase.
Following the pre-sale phase is the start of the “Red Opening” at 8 pm on October 31st. The Red Opening day is also an important JD’s Double 11 IP with tens of billions of yuan in subsidies. JD hopes to boost overall sales with the tens of billions of yuan subsidy day. After this, come the specialty period, climax period (8 pm on November 10th), and the return period.
Of particular note, to help merchants improve efficiency and reduce burden, this year’s JD’s Double 11 themed promotions will be fully implemented without the need for registration. Merchants’ goods that meet the rules will be automatically selected and labeled by the system, thereby receiving support from the promotion hall and search for recommendations.
