Compared with the research data of the previous two years, it is not difficult to find that the double decline in the performance and profit of offline maternal and child retail channels has become a common thing, and difficult, difficult, difficult is the true portrayal of offline maternal and child channels. According to research data, in the first half of 2024, nearly 50% of mother and baby stores said that store performance and profits declined, of which nearly 40% of the stores with a decline of less than 30%, and only less than 20% of mother and baby stores said that store performance and profits were on the rise.
Driven by the refined and scientific concept of child rearing, in addition to the intake of basic nutrition such as milk powder and complementary food, the new generation of parents also began to pay attention to the choice of disposable baby diapers and baby pants, and the hot consumption end also promoted the prosperity and development of the hygiene products market, which can be seen from the offline channel research data. More than half of the stores' milk powder sales and profits declined, and 32.6% of the stores' baby diapers and baby pants sales and profits increased, which shows that baby diapers and baby pants are replacing milk powder as a new profit support point for most stores.
In addition, from the perspective of the growth of store categories in the first half of 2024, baby diapers and baby pull-up pants also rank first, and many practitioners have feedbacks to take the initiative to find baby diapers in stores, and more and more consumers of baby pull-up pants.
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