Youfu Mama is a Chinese online platform that provides on-demand door-to-door babycare services for newborn babies and their mothers.

Parents of newborn babies can request certified professional baby caretakers to come to their home or hospital through the Youfu Mama platform. The platform claims that all caretakers have been thoroughly trained to ensure a safe and trusted service. Consumers can learn more about each caretaker by viewing their detailed profiles with information including their experience, background, price, photo, previous reviews, and a short video that showcases them in action.

The babycare market is on a fast track in China. According to Mintel’s report Babycare China 2014 report, the babycare market in China stood at RMB4,283 million in 2013, and is estimated to have enjoyed a 21% year-on-year growth to reach RMB5,182 million in 2014. Mintel forecasts the market will be worth RMB8,871 million by 2019, growing at a CAGR of 13.1% from 2014-19.

We have seen an array of on-demand door-to-door services targeting young and busy working parents worldwide. For example, similar to Youfu Mama, Los Angeles start-up Heal sends a doctor on demand to a patient’s location within 60 minutes. Brazilian Petite Box is launching a new subscription box service aimed at mums and babies and IBM is offering a breast milk delivery service for working mothers.

Young and busy working parents have a number of varied and specific needs when juggling parenthood and their careers. To differentiate their offering, brands could launch specialised on-demand door-to-door programmes that target the specific needs of parents, such as in-home antenatal training or a play date to your door.

Based in Shanghai, Philix Liu is Mintel’s Trends analyst for the APAC region. He publishes innovations, creative marketing campaigns, new designs and other trends related content happening currently. He also helps inspire brands and agencies onsite to innovate in the APAC region. Before joining Mintel, Philix held a strategic planner role at an advertising agency in Shanghai and a qualitative research role at TNS in Beijing. He’s also gained digital marketing experience as an in-house marketer in Boston.

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