"2024 White Paper on Overseas Expansion of the Maternal and Infant Industry: Small Lives, Big Future" was released by Feishu Shennuo, mainly discussing issues related to the overseas expansion of the maternal and infant industry, including market selection, entry strategies, product selection, and marketing promotion, providing comprehensive guidance and advice for maternal and infant brands going abroad.
1. Overview of the Global Maternal and Infant Market
- The global maternal and infant market is large in scale and growing steadily. From 2020 to 2026, revenue is expected to increase from $67.35 billion to $90.00 billion. Middle Eastern countries and Southeast Asia have high birth rates and a large base of newborns, but consumption capacity varies. The market characteristics of key countries such as Saudi Arabia, Indonesia, the United States, and the United Kingdom are also introduced.
2. Market Entry Strategies for Different Countries
- United States: Online e-commerce platforms such as Amazon and brand sites take the lead, while offline KA supermarkets help build brand image. Offline channels are key to sustainable operations, but online channels with fast growth also need to be deployed.
- United Kingdom: The e-commerce ecosystem is mature, so online deployment can be prioritized, while vertical drugstores and KA supermarkets are also important.
- Indonesia: For low unit price products, online is the priority; for mid-to-high-end products, a dual approach is needed. Offline channels are fragmented, and local e-commerce platforms are the first choice for online.
- Saudi Arabia: The market is traditional, so penetration relies on local online and offline channels, with local offline channels being the focus, while online consumption is promising.
3. Maternal and Infant Product Selection Strategies
- Layout should be based on the mother's pregnancy and childbirth cycle, the infant's growth cycle, and the consumption characteristics of different markets. For example, in the US, maternal and infant product consumption is becoming more cost-effective, with peak seasons during autumn-winter transitions and Black Friday; UK consumers pursue quality of life, with great growth potential in categories such as mom products and children's clothing; Indonesia's high number of newborns drives industry development, with peak consumption during Ramadan and other festivals; Saudi Arabia has a distinct multi-child family structure, with rapid growth in baby home products.
4. Overseas Marketing and Promotion Strategies
- In addition to product positioning, "emotional value" has become a breakthrough point in marketing, including drivers such as resonance and empathy, scenario value, and product value. Social media is the main battleground, and the consumer paths and mainstream social media platforms for maternal and infant groups in the four countries are introduced. Taking Momcozy and Bodily as examples, the brand philosophy and social media marketing content strategies are introduced.
