Tens of billions of dollars of market behind ‘travelling with children fever’, the newborn pushes the station to the C position

In recent years, the ‘tourism fever’ has led to the prosperous development of related industries, and as an important part of the tourism industry chain, parent-child tourism has also seen new changes.From the current development, the baby stroller is expected to usher in a new round of reshuffling, and those brands that focus on users' needs and satisfy them will occupy a new C position in the competition and become trend-setters in the stroller field.

01 Baby strollers usher in a second spring in the travel economy boom

In the wake of the epidemic, people's demand for travel has risen significantly, and the phenomenon of ‘travel fever’ continues. A taxi brand launched the ‘2023 Annual Travel Consumption Report’ mentioned three major trends in residential consumption. First, the consumer market to maintain the warming trend, taxi travel show ‘off-season is not slow, peak season is more prosperous’ momentum; second, after 95 travel more ‘comfortable’, taxi first single coupon users in 65% of young people after 95, after 95 taxi distance of 1 kilometre The order of about 1km away from the taxi after 95 increased by 200% year-on-year, and the order of about 1km away from the taxi after 95 increased by 200% year-on-year; thirdly, the net red punch card place is on fire.The fire of outdoor sports is also a big reflection of the hotness of travel.

Driven by the tourism economy, the demand for related industries has been strongly released and further expanded.

The same is true for the baby travelling circle.‘The camping crowd used to be dominated by young people, but now there are more and more family trips, and it's becoming more and more common for the old, middle-aged and young generations to camp together.’ A senior outdoor practitioner introduced that outdoor sports are continuing to heat up and have penetrated all age groups. ‘Previously, the outdoor clientele was dominated by hard-core mountaineers, relatively mature in age, but now, the proportion of young people among consumers has risen sharply, and the demand has expanded from a relatively single functionality in the past to a number of needs.’

Nowadays, the post-90s new generation has grown into a new generation of parents, and is the main consumer of baby strollers. Think Tank Consulting points out that they want baby travel products to better adapt to different travel scenarios, for example, baby strollers with shock-absorbing functions and more space for movement can better enhance the experience of parents travelling with their children. As a result, the demand for baby strollers has increased and the industry has been further developed.

02 ‘Can babies 0-6 months sit?’ The Neglected Demand Behind User Follow-up Questions

The growth of the tourism economy has led to an increasing segmentation of infant and toddler travel demand, the most obvious manifestation of which is the increasing abundance of infant and toddler travel scenes.

In terms of specific scenarios, infant travel scenarios are mainly divided into camping and picnic scenarios, long-distance travel scenarios, and newborn travel scenarios.

Different travel scenarios correspond to different travel needs and product demands, for example, the newborn stage requires a lot of sleep time, two-way lie flat, comfortable and smooth baby travel products can effectively meet the sleep needs of infants and children, reduce the pressure on parents to hold the baby.

For long-distance travel scenarios, some long-distance travel means of transport on the size and weight of the pram has certain requirements, resulting in some travel products inconvenient to carry, at this time with portable and foldable, adjustable function, safety and durability features of the product can circumvent these limitations, to meet the baby's diversified needs in the long-distance travel.

In the camping and picnic scenarios, consumers need to carry a large number of baby supplies and camping and picnic supplies, storage, carrying time-consuming and laborious, so the baby products with strong storage function and light weight are more favoured by consumers.

In the increasingly segmented scene, the current baby stroller products have obviously been unable to meet the needs of parents, and the typical pain point is nothing more than the travelling problems of newborn babies and small-month-old babies.

0-6 months of the baby's bones are softer, more fragile, easy to get hurt, therefore, travel products need to have shock absorption shock absorption design, defence device, can lie flat, two-way push and other functions, in order to achieve the baby travel all-round, accurate protection, so that the baby outside more comfortable and safer.

03 Newborn stroller, a new breakthrough in baby travelling

For example, Babycare recently launched a new newborn stroller Folding Master for travelling needs, the core highlight is the gravity folding system, whether parents are forward or reverse stroller mode, can be opened and closed smoothly with one key, the stroller closure process of the whole process of self-supporting does not dump, folded tarpaulin does not touch the ground, one-handed can be competent.

At the same time, by adopting a ‘floating’ shock-absorbing cockpit and an independent shock-absorbing system on all four wheels, Babycare's newborn stroller is able to stabilise and dampen the cockpit even on bumpy surfaces, so that babies as young as one month of age can sleep soundly and comfortably. Barriers to entry in China's baby travel industry mainly include barriers to technology research and development, barriers to sales channels and barriers to the supply chain. Brands like Babycare are not veteran players in the baby stroller field, but this new force is expected to accelerate the industry's reshuffle and change.

Before the real launch of the product, Babycare has conducted a long-term, in-depth research on the new needs and pain points of baby travel; and in order to integrate lightweight, solid, comfortable, shock-absorbing, high value and many other features into a car, its team is to search the supply chain across the country, out of the industry's inherent thinking, looking for solutions.

For example, in order to reduce the weight of the body and achieve stability at the same time, Babycare ‘redesigned’ the distribution of key materials in the skeleton structure of the body; for example, in order to ensure that the roof of the stroller can not only guarantee the basic functions of sun protection and safety, but also to meet the needs of young parents for a high value, Babycare's team sifted through more than 1,000 materials and finally crossed the border with the outdoor clothing industry. The Babycare team screened more than a thousand materials, and finally crossed the border with the outdoor apparel industry to find the material that they liked.Not only that, Babycare also opened a ‘stroller car wash service’ for users with 100+ offline shops, which is an innovative step in the ‘after-market’ of baby strollers and creates a closed loop of products and services. At present, the service has been praised by many users: ‘Babycare's offline physical shops can also wash the car for free, which is really a good service. It's too troublesome to wash it at home, and now we can finally find a place to wash it.’ 

Throughout the history of consumer brands, those who can become a trendsetter are not only able to keenly perceive the direction of the tide, but also meet the waves and land steadily.