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In July 2024, iResearch, a well-known third-party data analysis agency, released the "2024 Annual Analysis of China's Internet Maternal and Infant Market", which revealed the market dynamics of the maternal and infant parenting APP field under the macro trend of declining birth population. As of June 2024, although the user scale of maternal and infant parenting APP has shrunk to 42.798 million, indicators of user engagement, such as the number of launches and usage time, have shown an upward trend. This phenomenon reflects the importance of scientific knowledge of pregnancy to the new generation of parents, who tend to learn through frequenthabitAnd conduct in-depth research to enrich your parenting knowledge base.

In the maternal and child parenting APP market, the leading platforms have successfully attracted the attention of young mothers of Generation Z by continuously optimizing content, improving service quality, strengthening technological innovation and expanding brand influence. These platforms have enhanced the user experience and stickiness by providing rich content and personalized services, making maternal and child parenting vertical APPs an important companion for users in their pregnancy journey. It is particularly worth mentioning that Mama.com Pregnancy APP ranks first in the industry in terms of user activity. Compared with other similar products, it has obvious competitive advantages and has become a newSurrogate motherThe maternity APP that mothers trust more.

With the progress of the times, parents born in the 1990s and Generation Z have shown new characteristics in their parenting methods. They are more inclined to use technological tools to assist in parenting and pursue efficient and scientific parenting methods. They are more rational and forward-looking in their consumer decisions, choosing the most suitable products and services through advance planning and in-depth research. For example, they will use maternal and child care apps to record and analyze their children's growth data in order to better understand their children's development and adjust their parenting strategies accordingly.

In the marketing field, multi-scenario integration and leveraging the characteristics of each platform have become key strategies for maternal and infant marketing. Mama.com Pregnancy APP, Xiaohongshu, Douyin and other platforms each play different roles in the maternal and infant ecosystem, providing all-round support and companionship for the young mothers of Generation Z. Mama.com Pregnancy APP focuses on providing knowledge and tools for pregnancy preparation, pregnancy and parenting, while Xiaohongshu and Douyin meet users' needs for fresh and trendy parenting information by sharing hot content and short video content respectively. In the context of the fragmented time era, this integrated marketing strategy not only deepens users' understanding of the brand, but also facilitates users' decision-making process.

The maternal and infant industry and consumer needs are constantly evolving. Modern parents are willing to pay extra value for intelligent and high-quality maternal and infant products, and they also pay more attention to the ingredients and technology of the products. When choosing products, they not only value the influence of the brand, but also the professional performance and emotional value of the product. In the face of these changes, maternal and infant brand manufacturers need to continuously improve product quality and innovate marketing strategies to meet market demand.

Overall, freshmenSurrogate motherA mother's pregnancy journey is full of challenges and opportunities. Brands that truly understand maternal and infant scenarios and products will gain advantages in the fierce market competition and win growth dividends by penetrating the market and accompanying consumers attentively. The successful case of Mama.com Pregnancy APP provides new ideas and methods for marketing in the maternal and infant industry, and shows how to achieve sustainable development of brands and long-term market dominance through precise market positioning, innovative marketing methods and in-depth consumer insights.

(Source: Financial Information)

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