I. Industry background:
In fact, China has a tradition of being an owner, but the real post-natal industry refinement began in 2004 and entered a rapid development stage at 10. Of course, the mass media are also optimistic about the prospect of postpartum recovery industry, and think it is an emerging industry with great market potential and value in the service industry in the first and middle period of this century.
Second, consumer groups and characteristics
With the gradual opening of the second child policy, about180,000 newborns are born every year in China. Postpartum recovery industry has gradually entered a golden period. According to statistics, 20 million mothers were added in 20 14. Postpartum recovery industry, the main customer base is pregnant women covering five years after delivery.
Consumer groups are mainly concentrated in the post-80s and post-90s women in first-tier and second-tier cities (they are often the main consumer groups, characterized by high income, high loyalty and strong desire to consume, and at the same time require higher service level, more reasonable cost performance and higher quality and effect). With the improvement of living standards, economic level and health awareness, it will gradually extend to third-tier or fourth-tier cities among consumers.
Third, the issue of industry development.
Postpartum recovery industry, with the opening of the second child and the improvement of people's living standards, has gradually entered a golden period. From a national perspective, the GDP generated by women who only recover after childbirth is as high as 65 billion yuan every year. If the whole postpartum recovery industry is included, its industry output value should be around 6543.8+050 billion-6543.8+070 billion RMB.
But the problems of its development can not be ignored:
1, quality assimilation, serious competition.
Because the industry threshold is relatively low. Many brand companies joined in to divide the cake, which led to more and more fierce competition pressure.
2. Low price competition.
Because of competition, price wars often occur. This is also easy to confuse consumers and reduce their own brand value. And this situation will continue in some areas!
Third, the direction of development
1, multiple formats.
Usually postpartum recovery centers or companies do not make a living from a single business. For example, on this basis, it is likely to take into account, massage, early education and beauty, health management and other related business projects. (after all, you won't put all your eggs in one basket) 1+N mode is more competitive.
2. Competition and service.
The development of an industry is due to competition, and the result of competition is merger, elimination and monopoly. With the entry of a large amount of capital and the popularization of online teaching, the competition will become more intense. But the cake in the postpartum recovery industry will grow bigger and bigger. If you want to make the cake bigger, you must improve your main business and skill level. This is the last word! Its development direction must be: intensifying competition and promoting high-level, high-quality, professional, systematic, networked development and cross-border cooperation.
3. Brand value and influence
A company, a big industry, is bound to be inseparable from brand value. With the intensification of competition and the gradual improvement of postpartum recovery industry system. Its brand value is also constantly appreciating. What is brand value? Brand value is an intangible asset, more like an intangible added value. For example, maybe an ordinary car is only 6.5438+10,000 yuan. But the same configuration was replaced by a high-end car of 1. Its value may double. It embodies more brand value (added value). Therefore, with the development of postpartum industry, its brand value and influence will gradually rise to a new height. And its influence will gradually expand from first-and second-tier cities to third-and fourth-tier cities, and eventually become popular and accepted by the public, thus forming a normal, even postpartum cultural form (as common as confinement).
With the development of the times, the improvement of life, economic level and people's health awareness will further promote the development of women's postpartum recovery industry to high quality, high technology and high service level, and its overall direction is good and more popular. The above is a simple understanding of the future of postpartum recovery industry.