In recent years, on various social media, we can often see some young people expressing their fears about having children. The reasons include economic aspects, work aspects and childbirth itself.
First of all, in terms of economy, with the rise in price levels and the upgrading of child care consumption concepts, the burden of raising children has become heavier and heavier. After the "house slave", the "child slave" has become another let-down. Young people are more worried about things. Secondly, for modern women, childbirth and work are a dilemma. Women have been given too many roles in raising children and taking care of the family. For many women who are in their prime childbearing period, if they choose to have children at this time, their career path after "comeback" will become increasingly difficult. In addition, fear of childbirth pain and difficulty in postpartum recovery is also an important reason why most women fear giving birth. A survey on women's resistance to childbirth showed that 80% of women believed that the pain of childbirth was the most important factor, and more than 60% of women believed that difficulty in postpartum recovery was the biggest resistance.
It can be seen that the tremendous pressure faced by contemporary young people financially and at work has reduced their willingness to have children. In addition, for women, they are more concerned about the huge physical and psychological pressure that childbirth brings. In comparison, the pain of childbirth may not be completely avoided, but postpartum recovery can scientifically reduce the physiological damage caused by childbirth.
From "confinement care" to medical-grade postpartum care
Although the postpartum recovery industry has only ushered in broad development opportunities in recent years, the concept of postpartum care has been rooted in For thousands of years, Chinese people have even developed a fertility culture, the most typical of which is "confinement". According to traditional customs, the elders are responsible for the full care of a woman for one month after giving birth. Although the concept of scientific confinement has been advocated for many years, traditional concepts such as no going out, no hair drying, and no washing of hair during confinement are still prevalent in many areas. With the popularization of postpartum recovery and care knowledge, more and more mother-and-baby families are beginning to look for more scientific recovery methods. As a result, professional institutions such as confinement centers have gradually entered the public eye.
my country’s confinement centers started late. In 1999, the Beijing New Mothers Confinement Center was established, becoming the first confinement center in the country and marking the beginning of my country’s confinement centers. After several years of development, it has gradually established a complete service system, and has begun to expand nationwide through direct sales and franchise models, even reaching lower-tier cities. Data from the "Blue Book on Maternal and Infant Industry Development" released by PricewaterhouseCoopers and Boao Dedao Maternal and Infant Industry Research Institute show that the number of confinement centers in my country has achieved leapfrog development since 2018, with an increase of more than 1,400 in 2018. Reaching 4,052, the market size reaches 14.2 billion yuan, and is expected to reach 22.8 billion yuan in 2021.
The booming development of confinement centers has popularized the importance of scientific postpartum recovery to the public to a certain extent. Therefore, more and more postpartum mothers realize that postpartum recovery is a systematic project. In fact, "confinement" is just the beginning. From a more rigorous perspective, postpartum problems involve many aspects such as pelvic floor muscle injury, rectus abdominis separation, breast blockage and infection, skin problems, physical problems, psychological problems, etc. , is a multidisciplinary field involving obstetrics and gynecology, rehabilitation medicine, dermatology, psychology and other medical fields.
Therefore, in addition to confinement centers, in recent years, more and more institutions have targeted mothers 42 days to 2 years postpartum, launching postpartum fat reduction and recovery services to help postpartum mothers solve their weight gain , body shape, physiological injuries and other problems. At present, the postpartum recovery industry mainly includes medical-grade businesses such as public hospitals, postpartum recovery centers affiliated with maternity hospitals, professional chain postpartum recovery medical institutions, as well as non-professional medical service institutions such as confinement centers and postpartum recovery clubs. Due to the diverse postpartum recovery business formats, strong industry scalability, and weak superimposed supervision, the threshold for the current industrial and health industry is low, and industry participants are mixed, requiring consumers to carefully screen.
With the growth of pregnant women in the new era, those born in the 1990s and 1995s have become the main force in maternal consumption. They have gradually shifted from "confinement" to seeking medical-grade postpartum recovery places. This reflects the consumption The impact of upgrading and the improvement of obstetric health awareness in society and maternal and infant families.
Pocket Hot Mom Camp has seized the opportunity and become a new choice for postpartum mothers
Among the many industry participants in the field of childbirth and health care, we have seen that some emerging business formats are booming in recent years. Among them, online health care is gradually accepted by more and more consumers because of its great convenience. A more representative product is the Pocket Hot Mom Camp, which focuses on online childbirth and health care and provides companion training camp services.
It is understood that Pocket Hot Mom Camp mainly provides scientific and personalized postpartum care and physical fitness recovery guidance, infant nutrition, postpartum physical conditioning, etc. by professional maternity fitness coaches and maternity nutritionists. Region-limited companion online service. To put it simply, it is to provide an exclusive exercise and diet plan based on the personalized physical condition of the postpartum mother, and at the same time provide a professional health manager for daily supervision to ensure that the plan can be effectively implemented.
Postpartum exercise recovery expert at Pocket Hot Mom Camp, @ spicy mom’s friend Yuan Dasu, who has nearly 4 million self-media fans, once said in an interview with the media that postpartum mothers must not only take care of their children, but also Physical and physiological recovery requires a lot of energy and physical strength. Therefore, the Pocket Hot Mom Camp, which does not require going out, can exercise at any time, and provides full meal recipes, is very suitable for mothers from 42 days to 2 years postpartum. At present, whether it is a simple exercise tutorial or a tutorial focusing on postpartum training, you can see it everywhere online. Some students also did similar exercises before signing up for the Pocket Hot Mom Camp. However, postpartum recovery training is different from ordinary fat loss. When exercising, you must fully consider the physiological damage caused by childbirth. Do not act too hastily. It is best to have professional guidance. We believe that postpartum recovery training courses have never been a scarce resource, nor are they the focus of postpartum recovery. Personalized training plans, scientific dietary guidance, and companion services are the keys to the effectiveness of online postpartum recovery services. It is also our core competitiveness.
The accompanying service of Pocket Hot Mom Camp is mainly reflected in the fact that students must undergo professional physical fitness tests before signing up. Health managers will explain the physical fitness test results one-on-one and provide postpartum mothers with information based on their different physical conditions. , providing scientific exercise and diet plans formulated by a professional team. After officially entering the camp, 15 postpartum mothers with similar physical conditions will be divided into the same WeChat group. A health manager will supervise the students in the group to exercise on time according to the training plan, supervise and urge them to upload three meals a day, and answer questions in the group Postpartum mothers have questions about postpartum recovery and parenting.
In-depth exploration and insight into the needs of target users are the basis for Pocket Hot Mom Camp to accurately find its market positioning. Due to the particularity of the online healthcare industry, there are currently not many similar products on the market that can compete with Pocket Lamama Camp. Pocket Lamama Camp has taken the lead and formed a certain brand foundation in the hearts of users.
At present, the target customer group for postpartum recovery is mainly pregnant women concentrated in first- and second-tier mid-to-high-end cities. With the later shift of childbearing age, the improvement of postpartum maternal and child health awareness, and the relaxation of fertility policies, If it is open, it will definitely sink to lower-tier cities in the future, and there is still a lot of room for improvement in penetration rate. Therefore, the postpartum recovery industry may become a high-growth segmented industry, attracting more industry participants. In this context, highly specialized and refined postpartum recovery services will soon become the core driving force for the development of postpartum health institutions.