From a global perspective, with the epoch of the times and the full liberalization of the national second-child policy, China is entering the fourth baby boomer, the third generation of baby boomers (the peak of baby birth in 85-90 years). The natural circulation and the two-tidal superposition effect will bring China's maternal and child market into a high growth stage. According to statistics, in the past two years, the sales of maternal and child products on the Tmall platform has increased by 100%. It can be seen that China's maternal and child market has become a potential market to compete for, and the market is also accepting the “Millennium Mom†as a consumer. New, unknown challenges.
Fisher-Price, the largest brand of Mattel Group, a global toy company from California, has been dedicated to the care of mothers and infants, not only to launch a love report with Tmall, but also to host a love art exhibition. Online fun H5 interaction, offline set up in Yintai Department Store to create interactive big screen and other modes of communication, together witness the mother's pain and love for the baby, let the society pay more attention to the new mother group, and call for more mothers to speak.
The Mattel Group cooperated with Alibaba Group's Tmall New Product Innovation Center to launch the “Mother Research Institute†project, aiming to launch the “Millennium Mother Love Report†from the pain points of the mother through the combination of Ali Big Data and small sample research. 》. Only by deep understanding of the needs of the mother group can we fully tap the potential of the maternal and child market, thus helping new mothers to raise children more efficiently and easily. The Tmall New Product Innovation Center is a new research platform based on Tmall's big data and insight into consumer needs. It is considered by the outside world to be the most mysterious department of Tmall, and holds the secret behind big data and brand. On January 17, 2018, Tmall announced that the center has signed contracts with 37 top groups around the world, covering more than 300 top brands, among which Mattel is the only company in the toy category that has partnered with Tmall.
As the first issue of the mother series report, "Millennium Mom Love Report" found through Ali data analysis that many mothers buy tenosynovitis drugs, which is the embodiment of mothers' "love" and "pain"; The proportion of people has increased by 10%, which is also the embodiment of the new generation of mothers who are actively trying to liberate their hands. Based on these findings, Fisher will also provide a love solution for moms who are painful in their love of their children.
Of course, Fisher is not limited to the health and nutrition of mothers and children, but also with the mothers to pay attention to the child's growth environment, education model and psychological construction.
According to data in the "Millennium Mothers Love Report", the overall toy market of Tmall platform has increased by 30% in the past one year, and the growth of children's programming toys/interactive app toys has exceeded 500% in the past one year. After 90, mothers pay more attention to children's early education intellectual development, are willing to invest more time and money, and more need to integrate children's education with popular technologies (such as AR, VR, AI, etc.), with high-tech and interactive forms. Education and music products to help children achieve "playing high school."
Combining Ali Big Data and Mattel’s decades of strong maternal and child research and insights, Fisher has cut through different scenes and perspectives to discover the pain points of new mothers’ parenting and the “pain†behind them during childcare. The mother's love, constantly deepen their needs, hurt the mother's pain, love the mother's love.
The Tmall New Product Innovation Center and Fisher have teamed up to showcase the scenes of H5's series of mother-loving children, combined with the form of interesting small test questions, and finally guide the generation of your "pain|love" portrait to see which one you belong to. Type of mom. Each love scene is a unique insight extracted by Tmall Big Data. The user data of Tmall platform will be entertained and communicated. Combined with social marketing, this will become a trend in future data development and application.
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