First of all, on the economic front, with the rising price level and the upgrading of the concept of child-rearing consumption, the burden of raising children is getting heavier and heavier. After the "house slave", "child slave" has become something that young people are more worried about. Secondly, for modern women, fertility and work are difficult topics. Women are given too many roles in raising children and taking care of the family. Many women who are in the best period of childbearing, if they choose to have children at this time, it will become more and more difficult in the workplace after their "comeback". In addition, the fear of labor pain and the difficulty in recovery after delivery are also important reasons for women's fear of childbirth. A survey on women's fertility resistance shows that 80% women think that the pain of childbirth is the most important factor, and more than 60% women think that the difficulty of postpartum recovery is the biggest resistance.
It can be seen that the great pressure faced by contemporary young people in economy and work has reduced their fertility will. In addition, for women, they are more concerned about the great physical and psychological pressure brought by childbirth. Comparatively speaking, the pain of childbirth may not be completely avoided, but postpartum recovery can reduce the physiological damage caused by childbirth in a scientific way.
From confinement to medical-grade parturient
Although the postpartum recovery industry has only ushered in broad development opportunities in recent years, the concept of postpartum care has been rooted in the hearts of China people for thousands of years, and even developed into a fertility culture, the most typical of which is "confinement". According to the traditional custom, the elder is responsible for the whole nursing work one month after delivery. Although the concept of scientific confinement has been advocated for many years, traditional concepts such as not going out, not blowing, and not washing your hair in confinement are still popular in many areas. With the popularization of postpartum recovery and nursing knowledge, more and more maternal and infant families began to look for more scientific recovery methods. As a result, professional institutions like Confucius Center gradually entered the public eye.
The Confucius Center in China started late. 1999, Beijing New Mother Confucius Center was established, becoming the first Confucius Center in China, which also marked the beginning of China Confucius Center. After several years of development, a complete service system has been gradually established, and it has begun to expand to the whole country through direct sales and joining, and even sank to low-tier cities. According to the data in the Blue Book of Maternal and Child Industry Development published by PricewaterhouseCoopers and Boao Dedao Maternal and Child Industry Research Institute, after 20 18 years, the number of China Yuezi Centers has developed by leaps and bounds, with more than 1400 in 20 18 years, reaching 4052, and the market scale is reaching 1420.
The vigorous development of Confucius Center has popularized the importance of scientific postpartum recovery to the public to a certain extent, so more and more postpartum mothers realize that postpartum recovery is a systematic project. In fact, "confinement" is just the beginning. From a more rigorous point of view, postpartum problems involve pelvic floor muscle injury, rectus abdominis separation, breast blockage and infection, skin problems, physical problems, psychological problems and other aspects, which belong to multidisciplinary cross-disciplinary fields and involve obstetrics and gynecology, rehabilitation medicine, dermatology, psychology and other medical fields.
Therefore, in addition to the month center, in recent years, more and more institutions have turned their attention to mothers 42 days to 2 years after delivery, and launched postpartum fat reduction recovery services to help postpartum mothers solve problems such as weight gain, body shape loss and physical injury. At present, the postpartum recovery industry mainly includes medical-grade formats such as public hospitals, postpartum recovery centers affiliated to maternity hospitals, professional chain postpartum recovery medical institutions, and non-professional medical service institutions such as Yuezi Center and postpartum recovery clubs. Due to the variety of postpartum recovery formats, strong industrial extensibility and weak overlapping supervision, the current threshold of the health industry is low, and the industry participants are mixed, which requires consumers to carefully screen.
With the growth of pregnant women in the new era, they become the main force of maternity consumption after 90' s and 95' s, and gradually change from "confinement" to seeking medical-grade postpartum recovery places, which reflects the influence of consumption upgrading and the improvement of maternity awareness in society and maternal and child families.
Pocket hot mom camp catching shadows has become a new choice for postpartum mothers.
Among many industry participants in the field of health care, we can see that some emerging formats are booming in recent years, among which online health care is gradually accepted by more and more consumers because of its great convenience. The representative product is Pocket Hot Mom Camp, which focuses on online healthy production and provides companion training camp services.
It is understood that the Pocket Hot Mom Camp is mainly provided with scientific and personalized postpartum physical fitness and physical recovery guidance, infant nutrition, postpartum physical adjustment and other unlimited online services by professional maternal fitness coaches and maternal nutritionists. Simply put, it is to give an exclusive exercise and diet plan according to the postpartum mother's personalized physical condition, and at the same time, it is equipped with a professional health manager for daily supervision to ensure that the plan can be effectively implemented.
Yuan Dasu, an expert in postpartum sports recovery of Pocket Hot Mom Camp, has nearly 4 million fans from the media. In an interview with the media, Yuan Dasu once said that postpartum mothers should not only take care of their children, but also restore their bodies and physiology, consuming a lot of energy and physical strength. Therefore, the pocket hot mom camp, which doesn't need to go out to exercise at any time, provides a whole meal recipe, which is very suitable for mothers who are 42 days to 2 years after delivery. At present, whether it is a simple exercise course or a course focusing on postpartum training, it can be seen everywhere on the Internet. Some students have done similar training before signing up for Pocket Hot Mom Camp. But postpartum recovery training is different from ordinary fat reduction. Exercise should give full consideration to the physical injury caused by childbirth, and it is best to have professional guidance. We believe that the course of postpartum recovery training has never been a scarce resource, nor is it the focus of postpartum recovery. Personalized training plan, scientific dietary guidance and companion service are the key to online postpartum recovery service and our core competitiveness.
The companion service of Pocket Hot Mom Camp is mainly reflected in the fact that students have to undergo a professional physical fitness test before signing up, and the health manager will explain the results of the physical fitness test one by one, and provide scientific exercise and diet plans formulated by professional teams according to the different physical conditions of postpartum mothers. After officially entering the camp, 15 postpartum mothers with similar physical conditions will be assigned to the same WeChat group, and the health manager will supervise the students in the group to exercise on time according to the training plan, supervise the uploading of three meals a day, and answer the questions of postpartum mothers in the group about postpartum recovery and parenting.
In-depth exploration and insight into the needs of target users is the basis for Pocket Hot Mom to accurately locate the market. Due to the particularity of the online health industry, there are not many similar products on the market that can compete with the pocket hot mom camp. Pocket hot mom camp has taken the lead in cutting in and formed a certain brand foundation in the hearts of users.
At present, the target customers of postpartum recovery are mainly pregnant women who are concentrated in first-and second-tier high-end cities. With the delay of childbearing age, the improvement of maternal and child health awareness and the liberalization of fertility policy, it will definitely sink to low-tier cities in the future, and there is still room for improvement in penetration rate. Therefore, postpartum recovery industry will become a high-growth sub-industry and attract more industry participants. In this context, highly specialized and refined postpartum recovery services will soon become the core kinetic energy for the development of health institutions.