Everyone needs folate, but it is especially important during pregnancy because of its role in preventing birth abnormalities. The Food and Nutrition Board recommend that adults get 400 micrograms (mcg) of folic acid per day, which should increase to 600 mcg during pregnancy and then reduce slightly to 500 mcg when breastfeeding.

Context to Folic Acid & Prenatal Vitamin growing demand

Although the vitamins and dietary supplements industry is steadily increasing, it tends to be more focused on the elderly population with more products targeted towards them and ensuring healthy aging. However, with China’s decreasing fertility rate, we are observing there a huge potential in the pediatric and prenatal supplements market.

Pediatric and prenatal supplements are becoming more and more popular among the pregnant women population, the reason being that it is used to optimize healthy body condition and a well-balanced mental development, from conception all the way through adolescence.

Market outperformance is expected to continue its growth, as the understanding of the importance of proper nutrition on healthy development improves, along with increasing disposable incomes of Chinese consumers and a shift in the parental demographic.

Globally, the target population for pediatric and prenatal supplements is declining proportionally relative to other demographics. Birth rates around the world have dropped steadily. Between 1983 and 2013, the number of births per 1,000 people declined by 30% from 28 to 19.

Despite these declines, the paediatric and prenatal supplements market is on the rise. Indeed since 2008, average retail value sales of paediatric and pregnancy multivitamins have increased annually by 5% or more per live birth. The increase in average spending per child is driven by several scientific, consumer and market trends that have more than offset the unfavourable population development.

In the study “Maternal nutrition at conception modulates DNA methylation of human metastable epialleles” published by Nature Communications in April 2014, a team of scientists found that nutrition can impact whether or not certain genes are activated in the early embryonic state development.

Another important factor influencing sales of pediatric and prenatal supplements is the general shift in the number of children per family. Typically, parents are moving away from large families and are having fewer children. Global fertility rates have decreased by 30% since 1983 to 3.0%, with Australasia, Eastern Europe, North America, and Western Europe being all below 2.0%.

While it may seem detrimental at first glance to pediatric and prenatal supplement sales, it may have actually opened up the market for parents who can now focus on ensuring the proper nutrition for fewer children. Parents are increasingly determined to optimize their children’s development, which they believe will translate to future potential, among the fewer children that they are having.

On the same topic : China Medical Tourism: How to attract patient looking for IVF and/or Surrogacy ?

Additionally, improving economic conditions and growing disposable incomes are improving the accessibility of pediatric and prenatal supplements. Controlling inflation, annual disposable income worldwide grew 3% between 2009 and 2013. Many parents prioritize the needs of their children, especially regarding health and wellbeing, a portion of the increasing disposable income is being used on pediatric or prenatal vitamins as seen through increased retail value sales per child.

The increasing demand for supplements targeted towards children is generally consistent worldwide. All regions, except Latin America, have experienced solid gains in retail value sales of both pediatric and pregnancy vitamins.

Market Evolution

All signs point towards a sustained growth for pediatric and prenatal supplements as scientific improvements highlight the importance of nutrition, parents continue to prioritize the healthy development of their children and as the economic environment allows them to.

As with adult VDS, there is controversy over the necessity of pediatric supplements and their actual influence on health. However, parents will continue to spend on what they perceive will benefit their children, which translates to huge market potential. Global per household spend on pediatric supplements is expected to rise by 17%.

Crossborder E-commerce, Health and Vitamins in China

As the world’s most populous country, China is one of the biggest markets on the planet for almost anything. This is certainly the case for health supplements, which boast a massive market in China. The latest figures from 2018 put the industry as being worth some 22.78 billion USD.

It is estimated that by 2023 this figure could rise to 40 billion USD, following a 2019-2023 compound annual growth rate of 14%.  Vitamins, Minerals, & Supplements (VMS) account for more than 90% of the entire health product industry.

This segment increased 9.2% from 2017 to 2018, to reach a total market size of 148.55 billion RMB. However, despite the rich variety in product types within this segment, as a whole, it is highly homogenized. Many products are functionally identical or equivalent to competitors’ offerings.

Online retail represents the major sales channel. With unparalleled convenience and the ability to offer far wider selections of available goods than any physical retail location.

This is especially true for the Chinese market, and has become a vital channel for health supplements in the country. This is particularly true for overseas sellers. Cross-border channels now enables sales to China without any physical or legal presence there.

When compared to the total market size, the online market still represents only a minority of sales, with offline sales still accounting for more than 50%. However, strong growth over most of the past six years has seen this share grow considerably, and while 2018 saw smaller growth than the market as a whole, with growing integration between online and offline lifestyles in China, it is a strong possibility that online sales with overtaking offline within the next decade. Either way, online selling has become impossible to ignore.

China’s Vitamin Market is Competitive

Over the past decade, the number of companies in the Chinese health care products market has more than doubled from just 6 in 2009 to 13 in 2018. Currently, Infinitus holds the most of any company operating in the country, at 10.2% of the market share, with Thompson rising to 7.5% in 2018, and Amway China shrinking to just 6.5% after having peaked at 15% in 2012.

There’s a lot of space for new market entrants. Especially given the degree of change we can see in the market shares of the leading companies over the last decade. For now, no brand is so entrenched that it is immune to competition from rising stars.

Asia prenatal market size

Throughout the years, concerns among pregnant women have been growing in regards to the lack of vital vitamins that occurs during pregnancy, this has resulted in an increase in the prenatal vitamin market. These vitamins are very much appreciated because they manage to reduce the risk of diseases that may appear while the pregnancy is ongoing. They do so by providing enough nutrients and enhance and protect the body’s metabolism.

Prenatal vitamins are gaining more and more popularity amongst Chinese women, on account of their nutrient-rich nature and ability to support a healthy and immune system. The global Vitamin A market size from the food application segment was valued to be over USD 180 million (2017) indicates that there is a high potential for vitamins and supplements.

According to WHO (World Health Organization), in 2017 more than 9.5 million pregnant women worldwide suffer from night blindness which is projected to have positive impact on Vitamin A ingredients demand. During pregnancy, nutritional need increases significantly to meet the demands of the pregnant woman and the growing baby.

These ingredients promote fetal healthy growth, prevent anemia and ensure that babies are born at healthy birth weight, it also contributes to the health and well-being of the mother. They fulfill the body’s essential requirements during pregnancy.

They contain Iron which is essential to maintaining the required count of blood cells. However although Iron supports the good functioning of the body, it is imortant to keep in mind that a high consumption can lead to Iron toxicity in the body, such a high level of Iron can potentially act corrosive to the tissues in the gastro-intestinal such as the intestine and the stomach that can lead to serious poisoning, this aspect might negatively impact the market growth.

Chinese consumers preferences

In China, consumers prefer buying their supplements from international brands, even if the price is much higher than national brands which tend to be less expensive but chinese consumers would rather pay more and be certain of the quality and origin of the goods they are buying.

Industry Player : Blackmores

Blackmores is an australian health-care brand, they sell a wide variety of produce and items like vitamins ad supplements etc… Blackmores mainly sells on online platforms, and as such it is considered by many chinese consumers as their favorite brand to buy their products from. Moreover most of they keyword search related to Blackmores are related to pregnancy supplements and health items.

Perinatal supplements risks

In China, the rate of perinatal mortality used to be twice as high as in the United States. The causes of perinatal mortality include :

• Low birth weight
• Preterm delivery
• Anemia (low hemoglobin)

Supplements of iron, folic acid, and other vitamins and minerals can prevent anemia among pregnant women, but the effects of these supplements on other maternal and infant health outcomes are unclear.

Since the early 1990’s, the People’s Republic of China has recommended that newly married women, and those who plan pregnancy, should take 400 gr of folic acid every day all the way through the first trimester of pregnancy.

Although WHO recommends that pregnant women take iron and folic acid supplements, there is currently no national recommendation that pregnant women in China take iron or other vitamin or mineral supplements (other than folic acid).

Build your e-reputation in China to sell Folic Acid

In China, the digital scene is totally on the opposite side of the spectrum from the West. As you may already know in China, Google will not be efficient, instead you will have to use Baidu.

Almost every western application has its chinese equivalent, there is no WhatsApp but chinese consumers use instead WeChat, no Facebook or Instagram but rather Weibo and Little Red Book. For this reason, it is very important to work on building a good online reputation. Without a good brand image and reputation and without being well known it is very unlikely that you succeed on making your spot on the chinese market.

SEO , to reply all question of People

When Chinese consumers research online info about Folic Acid or maternity healthcare products, you have to make sure that they encounter your website. So you have to make it ranks in the first positions; bear in mind that, usually, a user chooses the first five presented websites.

A good SEO campaign can help your website to gain visibility in a successful way on the internet. For a good SEO strategy, it is necessary to identify the sector and the target, choosing the most effective keywords is also important, and last but not least, it is very to know the competition.

• Zhihu is also the best Q&A platform to answer questions of public
• Baidu, the best search engine in China

WeChat and Weibo

Create official accounts on WeChat and Weibo in order to communicate and engage with customers. Official accounts will give you authority and credibility in Chinese consumers’ eyes.

• WeChat is a must-have when doing business in China. It allows brands to send notifications to their followers and to engaged with them.

• Weibo is similar to our Twitter. Post good content for your followers and they will be able to share it easily. Your post will get only a second of attention so you have to make it count. Weibo is a great tool for being commercial. Weibo users are looking for discounts and commercial offers. Collaborate with KOLS (Chinese influencers), on Weibo to promote and introduce your products.
• RED like instagram, it s a great social media for female so to target mother. It is a lifetyle, story based social media

Douyin Crossborder ecommerce

Douyin, the Chinese version of TikTok, is a powerful platform for e-commerce, particularly effective for engaging with a large and diverse audience. Its immersive video format and integration with e-commerce functions make it an ideal venue for brands to showcase and sell products, including health supplements and maternity care products. Here are seven key points for brands looking to leverage Douyin:

1. Visual Storytelling: Capture attention with engaging and visually appealing stories about the benefits of your products. Do not sell… tell a story.
2. Influencer Partnerships: Collaborate with Douyin influencers who can authentically promote your health and maternity products to their followers.
3. Live Demonstrations: Brands should do live streaming features to demonstrate product use and interact directly with potential customers in China.
4. Flash Sales: Create urgency and boost sales through time-limited offers and discounts during live streams.
5. Educational Content: Provide valuable information about health and maternity care, positioning your brand as a trustworthy source.
6. Interactive Features: Engage users with polls, quizzes, and Q&A sessions to foster interaction and gather feedback.
7. User-Generated Content via KOL: Encourage customers to share their own experiences and results, boosting credibility and trust.

By focusing on these strategies, brands can effectively use Douyin not just to sell, but to create a community around their products, enhancing brand loyalty and consumer trust.

Tmall and JD in 2024… Good question

Tmall and JD.com are two of the largest e-commerce platforms in China, offering unique opportunities for brands to reach millions of consumers, these platforms are losing market share to Douyin in 2024. These platforms are especially effective for selling specialized products such as health supplements and maternity care items, due to their sophisticated logistics, trustworthiness, and extensive customer bases. Here are seven concise strategies for brands aiming to excel on Tmall and JD.com:

1. Brand Storefront: Establish a customized, brand-specific storefront to showcase your product lines and enhance brand identity.
2. Product Certification: Highlight certifications and approvals to reassure customers about the safety and quality of your health and maternity products.
3. Detailed Descriptions: Provide comprehensive, easy-to-understand product descriptions and benefits to educate potential buyers.
4. Customer Reviews: Encourage satisfied customers to leave positive reviews, which play a critical role in consumer decision-making.
5. Cross-Marketing: Utilize bundle deals and cross-promotions with related products to increase exposure and sales.
6. Seasonal Campaigns: Leverage holidays and special events for themed marketing campaigns that resonate with target customers.
7. Customer Service Excellence: Offer exceptional customer service, including detailed product guidance and post-purchase support, to build trust and loyalty.

Foriegn Brands can leverage the features of Tmall and JD.com to effectively market and sell health supplements and maternity care products.

Do you want to sell your supplements in China? Contact GMA.

We are a team of native digital experts based in Shanghai, we have a deep insight into this fascinating market and stay ahead of the curve. If you have a serious project for the Chinese market you can consider news app ads, contact us for a meeting with one of our consultants. 

We also work extensively in the following area’s;

• Baidu SEO/PPC
• WeChat Development
• Weibo Marketing
• Chinese Content
• PR/Media Exposure
• Targeted Forums & Blogs (niche markets)
• Ecommerce Douyin, Tmall, JD
• Lead Generation Services on Multiple Platforms

Dive into our article to get the scoop on making it big in China baby food market. Ready to shake up the shelves? Let’s get started.

China’s Infant Food Industry Shows Positive Progress

On average, Chinese parents spend more money to feed their children compared to Western parents because prices are higher for both powder milk and fresh milk. These higher prices can be explained by the vast demand that puts some pressure on the market since homeland producers don’t have the capacity to satisfy the demand. Moreover, they think that buying infant formula is better than milk.

As you can see above, the volume for the baby food sector is expected to amount to 8,805.3mkg by 2027. While baby formula dominates the market, now Chinese parents are in high demand for organic baby food, wanting to give the best for their children.

What is driving the demand for foreign baby food products in China?

Here’s what’s feeding the nation’s youngest appetites:

Demographic Changes Fueling Demand

China’s demographic landscape has witnessed pivotal changes in recent years. The relaxation from the one-child to a three-child policy has inevitably led to an uptick in the number of new mouths to feed. With each new birth, there’s a potential customer eagerly waiting for the right nourishment, boosting the demand for baby food across the country.

The Rise of Dual-Income Households

As the modern Chinese family structure evolves, dual-income households are becoming the norm. With both parents often working, there’s a pressing need for feeding solutions that are both quick and nutritious. Baby foods fit this bill perfectly, offering convenience without compromising on the health factor.

Chinese Millennials and Their Global Outlook

The millennial generation in China is a force to reckon with. Having grown up during China’s rapid modernization and having greater exposure to global trends, they possess a unique blend of traditional values and contemporary perspectives. As they become parents, they are driving demand by seeking the best from both worlds: locally trusted ingredients and globally recognized quality standards.

Organic Baby Food: The New Gold Standard

With increased awareness of the benefits of organic farming and the potential harms of pesticides and artificial additives, there’s a burgeoning demand for organic baby food. For the discerning Chinese parent, particularly the informed millennial, ‘organic’ isn’t just a label; it’s a stamp of premium quality and a testament to the food’s purity.

This inclination towards organic offerings is reshaping China baby food industry, compelling brands to prioritize clean, transparent sourcing and production practices.

Chinese consumers’ preference for foreign brands

Like many other products, Chinese people are more likely to choose foreign powdered milk formulas rather than domestic ones. Actually, the majority of milk in China is imported but most cereals, meals, and other products are produced locally.

Compared to 2010, imports were multiplied by 4 reaching 225 tons. Indeed, they have the budget for that and are willing to pay higher prices because first, they want the best for their children, and second, they earn more money, especially the middle class.

How Should You Promote Your Baby Food Products?

To truly shine in China’s competitive baby food market, brands must blend detailed local knowledge with tailored strategies at each stage of the consumer journey. So let’s see what would be the best approach to enter the country’s baby food market:

Choose a specific segment of the market

If you want to extend your brand to China or develop a new one, your success will depend on your marketing strategy. Indeed, as we mentioned earlier baby food market is vast and there are subcategories. Consequently, it is better to target a specific category (for example the trending organic food) and to adapt your strategy.

We can provide you with a good analysis of the market from the location to the way you should do your business and choose the accurate distribution channels.

Build a strong image

Your brand needs to be a reference in Chinese people’s minds. Because they are more and more demanding it is better if you qualify your brand as a premium or super premium brand. You should remember that in China good quality means high prices. It has to be a part of your strategy.

Craft a brand narrative that aligns with Chinese family values and nutritional aspirations. Consider collaborating with local designers to create packaging that resonates in color and design while clearly listing health benefits and organic features.

Make people choose your brand

Even if parents have a comfortable income that permits them to pay high prices in order to have the best products, they will be happy to have a discount on the product. This is a way to make them get used to your brand. You should keep in mind that the competition is fierce, so you need to make a difference in order to attract them. Therefore they will make a good promotion for you and talk about your brand in a positive way to their friends and family.

Create a Chinese mobile-friendly website, optimized for Baidu SEO

When it comes to building an online presence, first and foremost, establish a Chinese domain tailored to the local market in China. Use clear, high-quality images of your products and incorporate Mandarin translations for all content. Since Chinese consumers often look for product origin and safety certifications, highlight these aspects prominently.

Go beyond basic SEO. Consider collaborating with a local agency familiar with Baidu’s unique algorithms. Using tools like Baidu Webmaster can also provide insights into search trends and enable better keyword targeting for the Chinese audience.

Social Media Engagement

WeChat and Weibo are essential for any brand’s digital strategy in China, offering platforms for both content dissemination and customer engagement. Meanwhile, Douyin (the Chinese counterpart of TikTok) is a must for video content and reaching younger demographics. Don’t overlook Xiaohongshu (Red), a platform combining social media and e-commerce, perfect for showcasing genuine user reviews and organic endorsements.

Forums and Parenting Websites

Engage actively on popular platforms like BabyTree or Qinbaobao, where parents frequently discuss and recommend products. Hosting webinars or Q&A sessions can also establish your brand as a knowledgeable and trustworthy figure in the baby food sector.

Parenting Influencers

Identify and partner with influencers who are genuine advocates for child nutrition. These collaborations, especially on platforms like WeChat and Xiaohongshu, can significantly enhance brand credibility due to the trust these influencers command among their followers.

Where to Sell Baby Food in China?

China’s online shopping scene is massive and offers immense potential for brands willing to tap into it. To truly thrive, it’s crucial to understand the nuances of this market. Here’s a simplified guide to mastering e-commerce sales in China, highlighting essential areas to focus on:

The best e-commerce platforms for your baby food brand

China’s online shopping scene is big and bustling, especially for baby food. Here’s a quick rundown of the top places to sell:

• Tmall: Think of it as a high-end mall where top brands show off their stuff.
• JD.com: It’s super popular because people trust what they buy there, especially for baby items.
• Taobao: A massive online marketplace with something for everyone.
• Pinduoduo: Here, people group together to buy things at better prices.
• Xiaohongshu (or “Red”): A cool mix of shopping and social media where people share and shop based on real reviews.

These are the go-to spots for selling baby food online in China. If you’re aiming to make a splash, these platforms are where you’ll want to dive in!

Use Analytics Smartly

E-commerce platforms provide powerful tools to understand your shoppers. Check out the numbers – from which products get clicked on most, to items left in carts, and what customers are saying in their reviews. This feedback is gold. Use it to adjust your stock, plan promotions, or even tweak your products.

Jump on Sales Events

Chinese e-commerce has some big sales events. Don’t miss out. Offer special deals or bundles during popular times like Singles Day (11.11) or JD’s big June sale. These events can boost your sales majorly.

Top-Notch Customer Service

Fast and helpful service is a big win with Chinese shoppers. Make sure you’ve got team members who speak Mandarin ready to chat and help online. After a purchase, keep the connection going. Ask for reviews, suggest loyalty perks, or offer deals for friends they refer.

By focusing on these key areas, you’ll be better positioned to make a mark in China’s bustling online shopping world.

Need Expert Guidance on Entering China’s Baby Food Market?

After diving deep into the insights on selling baby food in China, it’s clear that while the opportunities are vast, the complexities can be daunting. At Gentlemen Marketing Agency, we’re here to simplify that journey for you.

Here’s what we bring to the table:

• Deep Market Understanding: Our extensive experience equips us to decode China’s consumer behaviors, especially within the baby food arena.
• Platform Expertise: From Tmall to Xiaohongshu, our specialists optimize your presence, ensuring your products shine and resonate with consumers.
• Branding Brilliance: Our team crafts a brand narrative that emphasizes your product’s unique selling points, quality, and trustworthiness, catering to Chinese preferences.
• Digital Marketing Mastery: Whether it’s high-impact campaigns on WeChat or SEO strategies for Baidu, we ensure your brand stands out in China’s vast digital landscape.
• Influencer Collaborations: We harness the power of China’s unique KOL ecosystem, aligning your brand with influential voices that amplify your message authentically.
• On-ground Support: Beyond digital, our services extend to distributor partnerships, trade fair appearances, and media engagement.
• Feedback and Adaptation: Continuous market monitoring and insights-driven strategies ensure your brand’s sustained success.

Venture into China’s baby food market forward confidently with Gentlemen Marketing Agency. Contact us today to carve out your success story in China!

The global children’s wear market is projected to reach $326 billion by 2027. With the increasing number of Chinese consumers embracing this trend, it is advantageous for fashion brands to start marketing in China to reap substantial benefits.

In this article, we will introduce you to the Chinese ready-to-wear children’s market and we will explain to you how to market correctly a brand. Whether you own a children’s fashion company or you think about creating a kids’ clothing line to add to your portfolio, you will find everything you need to know.

China Kidswear Market Overview

Sales revenue of the kidswear market is expected to reach 329 billion yuan in 2022 and 473.8 in the next three years.

According to market research done by Statista, although women’s wear is the biggest segment of apparel in China, kidswear and sportswear are the segments that record the fastest growth, presenting huge opportunities for childrenswear and sportswear brands, especially when it comes to luxury brands.

The children’s apparel market is a promising industry, although it may not be as large as other consumer goods markets. In China, there has been a significant increase in per capita spending on childcare-related products, such as baby clothes, with a growth rate of 12% in 2021.

Baby and toddler clothes are particularly popular, as they need to be replaced frequently due to the children’s growth, leading to substantial sales numbers.

Sell Kids’ Clothes in China: Target the Chinese Mothers

Called “hot mamas”, in Chinese 辣 妈, they are the new generation of post-90s mothers. Hot mamas think, buy and raise their children very differently from previous generations. A 2018 research conducted by the China Business Network on the behavior of the latter during the purchase phase shows that:

• When they need advice, they turn to their peers rather than to their parents;
• They look more to the safety and quality of the product than to the price;
• They love to buy high-quality products through cross-border e-commerce.

Born during the digital boom of the country, hot mamas form their communities and consult each other through dedicated apps or through groups on WeChat.

Market research on social media allows us to understand that hot mamas love to dress in similar clothes to their children: “the mini-me trend”.

The huge growth in the Kids’ Clothing and Fashion segment

The children’s ready-to-wear market in China is one of the fastest-growing segments. Compared with the annual market growth of 6% of the clothing sector in general, the kidswear segment is growing by more than 9%, demonstrating that China’s childrenswear market is developing well.

Indeed, the renewal of children’s clothing is stronger than that of men or women. The purchase for children is repeated more often than for the other two segments.

The ready-to-wear market for children can be divided into three categories:

• Baby clothes: It remains the main subcategory, likely to achieve growth in the coming years. With the new 3-child policy, the 0 to 2 years old market is expected to grow in the next 5 years.
• Girls’ clothing: This is the growing segment in the market, especially for girls aging between 5 to 9 years old. This segment is mainly described by higher prices compared to boys’ segment and a higher purchase frequency.
• Boys’ clothing: With lower average growth, this segment was neglected by international brands, preferring to focus on girls. Chinese moms are likely to spend more on their boys, especially with limited edition collections and influencers’ endorsements.

Analysis of China Kids’ Clothing Market Trend and Demand

The more children grow, the greater the demand, and the need for clothing in childrenswear in China. In the baby segment, buyers are looking for safe and comfortable products for the benefit of their children. By the age of three, expectations are different. Parents will favor luxury childrenswear that will convey the good taste and individuality of their children.

This change in expectations and needs and mainly due to the social development of the child who will begin to engage in an outside life with his peers. The need for differentiation strongly influences their purchases.

Foreign brands have a real advantage over the target of 3 years and more since this need for differentiation plays a lot in the purchase of these brands. Indeed, many parents visit the websites of foreign brands to buy products across Asian borders and give a unique image to their children.

Chinese consumers are generally fond of foreign brands as they guarantee quality and originality with regard to fashion.

How to market your baby and kids’ clothing brand in China?

Here you have the opportunity to embark on a market which growth potential is not going to stop so early. In order to develop your business in the China market, many steps await you and do not think that transposing your model to China will be enough.

Here are some tips for setting up and promoting your brand in the market.

The most important steps in the childrenswear market are:

1. Build your e-reputation and a good brand image;
2. Communicate with your target audience;
3. Find a good distribution channel.

Develop your kids’ fashion brand’s e-reputation

You have to capitalize on the digital trend in the country. For this, your online marketing strategy is very important. Chinese consumers are always connected with their digital environment, up to 6 hours per day. Do not forget that this environment is completely different from the one we know in Europe. You must create your presence in this new universe… and know how to talk to Chinese moms.

Social media have a strong impact on the purchasing decisions of Chinese people. The country is known for having the largest network of Internet users in the world, representing more than 914 million people.

The social platforms will be relevant to your strategy since consumers, in our case parents, are influenced by the recommendations of friends or family in the purchase of products. In brief, word-of-mouth is the key.

In order to build a good e-reputation you have to:

• Create a Chinese website that is mobile responsive
• Implement an SEO campaign for Baidu, the most used search engine to show your credibility
• Implement SEM campaign to reach the first page on Baidu
• Build your notoriety with PR and press releases via magazines like Bébé or Milk Enfant
• Find your audience with the right KOLs and influencers with the “Fashion Mama” or the “Mom Next Door”
• Use forums and key opinion consumers to talk about you on Chinese blogs and forums

Use WeChat and Weibo to communicate with your clients

WeChat is the window to the social world of China. The application gathers more than 1.2 billion active users every month. WeChat has become an extension of the person in China.

The platform is used on average 4/5 hours per day and allows a diversified use. Individuals have the ability to communicate with instant messaging features, share content through “moment” similar to a Facebook wall, pay via WeChat Pay, and buy online via the social commerce features of the app.

The platform is crucial for brands entering the market. For this, you need to open an official account on the application that will allow you to broadcast content and interact with your customers and prospects.

It is a good way to improve your customer service since it allows a direct link with your consumers. Community Management on the platform is therefore crucial. For instance, the leader in kids’ fashion Balabala created a WeChat mini-program only dedicated to customer service and brand loyalty with special offers and nearby boutiques.

See a good case study here

Weibo offers many services: from traditional Chinese social media activities to creating micro-blog, sending messages, following brands, Kols and trends, live streaming, and gaming activities.

It is a one-to-many platform. On Weibo, you can have more followers faster but on WeChat you have more impact on calls to action, so you should learn to use them at the same time. One does not exclude the other.

Weibo helps to increase brand awareness, ensure great visibility for events and promotions through ad-hoc communication with user-friendly content, insert external links to the brand’s e-commerce, and to lead to word of mouth, which is very important in China.

Distribution Networks: Both Online and Offline Channels are Important

The strong attraction of consumers to physical stores is justified by the fact that many of them prefer to have a concrete image of the product.

Product testing is a concept that is still important in this marketplace. Some consumers may prefer to go to a store to view the product, and touch it before purchasing. The sensory dimension strongly influences the segment.

Nevertheless, the growth of online commerce opens new doors for the players since it is considered an extension of sales formats in multi-channel distribution strategies. The digital sphere also allows brands to expand their presence and increase their visibility in a market that is becoming increasingly saturated.

The online channel represents a real opportunity for the players since the sales represent 4 million of the turnover of the segment. In childrenswear, Tmall (50%) and JD.com (20%) hold 70% of the market. They are still the two major players in e-commerce in China.

The complementarity of these two distribution methods becomes a differentiating tool for brands and an opportunity to gain a competitive advantage to reach the consumer throughout his customer journey.

Opt for Physical Distribution and for the E-commerce Platform Xiaohongshu

The measures initiated by the government to develop the liberalization of domestic markets allow international brands to develop more quickly in China. Direct investment, franchise agreement, or sales intermediary are practices commonly used to improve the visibility and marketing of physical outlets in the territory.

Sell Baby & Kids’ Fashion in Physical Stores with Chinese Retailers

With this marketing strategy in mind, we recommend that you collaborate with a Chinese distributor to market your products. Thanks to a positive e-reputation and a good brand image, it will be easier for you to find a partner.

Despite the Covid-19 pandemic, many fair trades keep taking place in China for retailers and offline stores. For dedicated children’s fashion and kids’ clothing retailers, we would recommend exhibitions like I Love Playtime in Shanghai or the Children’s Baby Maternity Expo in Shanghai.

The key strategy is to combine strong marketing operations with the development of your physical network. Physical retailers are key to entertaining your audience and enabling them to enter your brand’s universe.

On the other hand, online distribution is very popular in the country to target Chinese moms in lower-tier cities. Developing a store and being present in one of the most used e-commerce platforms is a market imperative for any international brand’s visibility.

Promote your Baby/Kids’ Clothing Brand on Xiaohongshu

A Xiaohongshu store enables brands to practice cross-border e-commerce. With the right partner, you can have the capability to build a unique online store that would match Chinese preferences.

Especially on Xiahongshu, Chinese netizens are sensitive to high-quality pictures and users’ recommendations. On average, the maternal and children industry reaches 150K reactions per month. If you want to boost your product pages, you definitely need to focus on products’ presentations, benefits, and clients’ reviews.

The user experience is very different from traditional e-commerce. Any mom will start by browsing in their home while content will capture her attention. Then she decides to collect information within the platform: brand’s official account, influencers’ endorsement, users generated content and shopping notes.

Finally, she can directly purchase the product without even leaving the app. Meanwhile, in traditional e-commerce platforms, the user discovers a store while she is already interested in a product. In social commerce, the user enters also by diversion.

Today, Xiaohongshu counted more than 174 million monthly active users on its platform. Its community is mainly composed of urban women (88%), 70% of whom were born after 1990. In a word, this is exactly the target audience of kids’ clothing in China.

Do you need a Partner in China?

Selling baby and kids’ clothing in China can be a lucrative business opportunity. The Chinese market for children’s clothing is growing rapidly, and there is a high demand for quality and fashionable products.

However, it is important to conduct thorough market research, understand local preferences and regulations, and establish effective distribution channels to succeed in this competitive industry.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese eCommerce market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

In this blog post, we will explore the booming growth of the baby care market in China, analyze key opportunities and challenges for foreign brands as well as the market dynamics and tips on how to market baby products to Chinese consumers.

Overview of the baby products market in China

The booming growth in China’s baby products industry is nothing short of remarkable. China’s baby care market is expected to grow from 2.659 billion yuan in 2018 to 4.679 billion yuan in 2024! The market growth is expected at a compound annual growth rate of almost 10%

The large market size and potential of the baby products sector in China are truly astounding. As a booming industry that has grown by more than 250% in the last five years, it reached sales of over 3.755 billion yuan in 2022, making it impossible to ignore for foreign businesses looking to expand their markets.

With an aging population and an increasing number of families taking advantage of these new policies, there is significant room for expansion within this market. The Chinese middle class is also growing at a fast pace, leading parents not only to value high-quality infant care products but also to prioritize safe choices for their little ones’ well-being.

Foreign brands hold considerable appeal within this market segment due to their reputation for quality and reliability—a crucial factor when selecting items such as baby food or skincare products.

The three-child policy helps with the demand for baby products

The introduction of the three-child policy in China in 2021 has had a significant impact on the growth of the baby products market. With more couples now eligible to have a third child, there has been an increase in demand for baby care products such as infant formula, diapers, and wipes.

This surge in demand has led to higher prices for locally produced goods, with Chinese consumers often opting for imported brands that are perceived as safer and of higher quality.

China’s growing middle class

Due to China’s one-child policy, parents have become more selective and picky about their purchases, with a preference for high-quality and safe imported baby care products.

With increasing disposable income, the growing middle class is willing to spend more money on these premium brands. This trend creates an opportunity for foreign brands looking to enter the market as parents are willing to pay a premium for trusted and established international names like Danone, which experienced strong sales of baby milk formula in China exceeding forecasts.

Parents prefer to purchase mother and baby products online

As more Chinese parents embrace online shopping, the demand for baby care products sold via e-commerce platforms is on the rise. According to research by Statista, the total revenue of China’s baby care product segment in e-commerce amounted to approximately $4.4 billion in 2021 and is projected to reach over $6.7 billion by 2025.

With online platforms providing easy access and convenience, Chinese consumers are increasingly purchasing foreign-made baby products due to their perceived quality and safety standards compared to domestic options.

Growing preference for foreign brands

As China’s middle class continues to grow, so too has its purchasing power, making them a key target for foreign brands. One area where this is particularly evident is in the baby products market.

Chinese parents are increasingly turning to imported baby products due to concerns about contamination and quality assurance in domestic brands. In fact, some consumers are willing to pay more for foreign-branded baby formula or diapers than they would for domestic options.

This presents a significant opportunity for foreign brands looking to break into the Chinese market, as parents prioritize safety and quality when it comes to their children’s care products.

Chinese parents prefer eco-friendly and organic products

As Chinese parents become more health-conscious and environmentally aware, eco-friendly and organic baby products have gained popularity in the Chinese market. This presents a unique opportunity for foreign brands to target this niche segment with their sustainable and green products.

One example of foreign success in this space is the Dutch brand Rituals. They entered China’s baby care market by introducing organic ingredients as the main selling point for their line of baby products.

They also focused on premium pricing while positioning their brand as an exclusive product for premium consumers who prioritize safety and quality control when it comes to what they could offer for their babies.

How to sell baby products to Chinese consumers?

To successfully enter the Chinese baby products market, foreign brands should prioritize safety and quality control, adapt to local preferences through market research, utilize e-commerce platforms and social media marketing, engage with Chinese parents for product development and marketing insights, and establish a strong after-sales support system for long-term customer loyalty.

Partner with local distributors or retailers

Local partners can provide valuable insights into consumer preferences and cultural nuances, and help navigate regulatory hurdles and compliance requirements.

For example, working with Alibaba’s Tmall Global platform allows foreign brands to have access to over 700 million registered users in China, while also providing logistical support and marketing tools.

By establishing strong relationships with local distributors or retailers, foreign brands can tap into the vast potential of the Chinese baby products market valued at $25 billion for retail baby formula alone.

Utilize E-commerce platforms and social media marketing

China’s rapidly growing middle class has led to an increase in online shopping behavior, with over 80% of parents choosing to shop for their baby care products online. In fact, China’s mobile commerce industry is currently the largest in the world.

By partnering with popular e-commerce platforms such as Taobao or JD.com, foreign brands can leverage these channels to reach a wider audience and build brand awareness quickly.

Furthermore, social media platforms like WeChat and Weibo provide an opportunity for brands to engage directly with potential customers through targeted advertising campaigns and influencer collaborations.

Develop innovative and unique products

Chinese consumers are increasingly selective in their shopping behavior and seek high-quality and safe products for their children.

One successful example is Fisher-Price’s “Smart Connect” line of baby gear, which integrates technology into traditionally low-tech products like swings and bouncers. These connected devices allow parents to control settings remotely via smartphone apps, appealing to the tech-savvy preferences of modern Chinese parents while also providing convenience and customization.

Prioritize safety, very important on China baby care market

With concerns about the safety of some imported baby goods in China, parents are increasingly seeking out higher quality and safer products for their children.

One example of how prioritizing safety can pay off is the case of Jujube, an American diaper bag company. After receiving complaints from Chinese customers about straps breaking on its bags, Jujube issued a recall and redesigned the product to meet higher safety standards in the baby retail market in China.

This move not only ensured customer satisfaction but also boosted their reputation as a trustworthy and responsible brand within the Chinese market.

Engage in influencer marketing and celebrity endorsements to build brand credibility

Engaging in influencer marketing and celebrity endorsements is key to building credibility with consumers. Nowadays there are many parenting influencers (as many Millenial influencers start having kids now) and many Chinese online retailers and foreign brands collaborate with them to reach out to their new consumer base, very present on Chinese social media.

Chinese mothers are always on the lookout for high-quality and safe products, and partnering with trusted influencers can help establish that trust. The rising demand for parenting influencers is your great ally and you should use this opportunity to build your e-reputation in China.

Furthermore, collaborations with celebrities can provide validation of a brand’s quality and appeal as a status symbol. For instance, when actress Zhang Ziyi endorsed Gerber’s infant formula product line, it helped build the brand’s reputation among parents in China.

However, companies must also be wary of violating ethical marketing practices while using influencer partnerships or celebrity endorsements. Violations of international regulations like the International Code of Marketing of Breast-Milk Substitutes can harm their reputation with consumers.

Collaborate with Chinese parents and parenting communities for product development and marketing insights

One strategy that could prove effective is collaborating with local parents and parenting communities for product development and marketing insights. This approach allows brands to gain valuable feedback from their target customers, allowing them to tailor their products and marketing strategies accordingly.

One potential way to collaborate with parenting communities is through social media campaigns that encourage user-generated content such as reviews or photos of people using your product in day-to-day life.

Another option might be hosting focus group sessions or surveys with parents who are early adopters of new trends in the industry.

Establish a strong after-sales support system to foster long-term customer loyalty

This can be achieved through various means such as loyalty programs, post-purchase experience, customer satisfaction surveys, and feedback systems. Even simple things like warranty policies, return policies, and complaint management processes play a key role in ensuring that customers have a positive experience with the product and the brand.

Additionally, continuous innovation in product development coupled with quality assurance mechanisms will help brands keep up with changing consumer preferences while maintaining high standards of safety and reliability.

We are you China-based agency ready to help!

Foreign brands have a significant opportunity to tap into China’s booming baby products market, which is expected to continue its growth trajectory in the coming years. Adapting to local preferences, prioritizing safety and quality control, and leveraging e-commerce platforms and social media marketing can help foreign brands establish themselves as credible players in this fast-evolving market.

We are a digital marketing company located in Shanghai. Our international team allows us to develop your interests and projects in China.

We specialize in:

• Website creation, development, and audit of the site.
• Baidu Search Engine Optimization
• WeChat & Weibo Content Marketing
• Managing reputation and community development.
• The creation of monthly reports and analyses by our team of experts.

We seek to create long-term partnerships with serious institutions seeking to expand their reach into the Chinese lucrative market

For more information, please contact our team of experts for a more detailed discussion of our offers.

In this blog post, we will take a look at the Chinese and global kids furniture market, understand the trends of this segment and see how furniture manufacturers can reach Chinese consumers.

Overview Of The Kids Furniture Market In China

The kids furniture market in China is a booming industry, with a value of almost 100 billion yuan and accounting for 19% of the overall furniture market. The demand for modern, safe, and child-friendly furniture is on the rise as more parents prioritize their children’s well-being and education.

The market is expected to expand at a CAGR of 18.9% from 2022 to 2030. As disposable income, urban population expansion, and focus on early childhood development continue to rise, so does the market for children’s furniture in the Asia-Pacific region.

The data shows that the kids furniture market in China has immense potential for growth, driven by factors such as increasing disposable income and a growing urban population. Furthermore, the focus on early childhood development also contributes to the demand for kids’ storage furniture, which is projected to experience a CAGR of 6.4% in the country.

In comparison, the global kids furniture market size is also projected to reach a value of $48.9 billion by 2030, indicating the increasing importance of this sector in the global economy during the forecast period.

Trends Driving The Kids Furniture Market In China

Chinese manufacturers are responding to the growing trends of style, safety, durability, and customization in children’s furniture, with a focus on eco-friendly materials and multifunctional designs.

Emphasis On Style, Safety, And Durability

Kids furniture market in China is being driven by trends that put an emphasis on style, safety, and durability.

Parents are now more conscious of the quality of furniture they buy for their children’s rooms, wanting designs that not only look good but also ensure the safety of their little ones. They prefer materials and modern furniture that can withstand wear and tear, ensuring longevity even with frequent use.

Moreover, multifunctional designs are becoming increasingly popular on the Chinese and global market due to limited living spaces. Manufacturers are responding to this trend by creating furniture pieces such as beds with storage compartments underneath or desks that can be converted into bookshelves.

Rise In Online Sales And Parental Involvement

One of the most significant trends driving the kids furniture market in China is the rise in online sales and parental involvement. With e-commerce taking over traditional brick-and-mortar stores, Chinese parents are increasingly turning to online shopping for children’s furniture products.

Parental involvement has also played a crucial role in this trend. Today’s parents want to be involved in every aspect of their child’s life, including shopping for their furniture. They spend time researching and comparing different products before making a purchase decision.

Some popular examples of kids’ furniture available online include toy storage solutions, nursery furniture, kids’ home decor items like bedding sets, and room organization systems.

Increasing Interest in Eco-friendly Materials and Wooden Furniture

Moreover, there is a growing demand for eco-friendly materials with low VOC finishes that are non-toxic and hypoallergenic. Parents want their kids’ furniture to be sustainable not only for the health of their child but also as part of wider eco-consciousness movements taking place worldwide.

Check one of our furniture case studies:

Parents are becoming more environmentally aware when it comes to purchasing furniture for their children, and they’re actively seeking out non-toxic materials that don’t harm their child’s health.

Sustainable design concepts are also emerging in the kids’ furniture market in China. This shift is reflective of the increasing importance placed on eco-consciousness in the global market.

Key companies are taking notice of these changing consumer preferences and demands by utilizing natural materials like wood or bamboo instead of those made from plastics or other synthetic materials which can be harmful to children’s health.

Personalization Trends and Luxury Furniture

Themed furniture is increasingly popular among Chinese parents who want to create personalized spaces that reflect their child’s interests or hobbies. Multifunctional designs are also gaining popularity as they allow for space-saving solutions in smaller homes.

What’s more, Chinese parents are prioritizing their children’s safety and are willing to spend more on premium pieces. In fact, a recent study revealed that 72% of Chinese parents prefers to buy premium pieces when it comes to the kid’s furniture. Chinese people are in fact leading the way in luxury products acceptance.

Factors Fueling The Kids Furniture Market In China

The kids furniture market in China is being fueled by government initiatives such as the Three-Child Policy, urbanization and growth in disposable income, rapidly evolving consumer preferences and demands, influence of international design trends and collaborations with global brands, and increased demand for licensed and branded furniture.

Government Initiatives Such As The Three-Child Policy

As part of its efforts to address demographic challenges, the Chinese government recently unveiled the Three-Child Policy. This new policy allows couples to have up to three children and is expected to fuel growth in the kids furniture market.

With a larger number of families now able to expand their households, demand for beds, desks, chairs, storage solutions, and other types of kids furniture is likely to increase significantly.

Furthermore, it remains unclear how this policy will impact retail in China or if it will influence consumer behavior patterns in any way – but some experts predict that there may be greater demand for customized designs catering specifically to these larger family units.

Urbanization And Growth In Disposable Income

As China’s economy continues to grow, more people are moving to urban areas where they have access to higher-paying jobs and better living conditions. This urbanization has led to a rise in disposable income, which in turn is driving the demand for kids furniture.

Parents are willing to spend more on quality furniture that meets their child’s needs while also fitting into their home décor. In addition, with smaller family units becoming more common in China, parents often want to provide the best possible environment for their only child.

With increased disposable income comes greater consumer power, as parents seek out high-quality products that meet both practical needs and aesthetic preferences. This trend is expected to continue as China continues its economic development and urbanization efforts.

Influence Of International Design Trends And Collaborations With Global Brands

As the world becomes increasingly interconnected, international design trends and collaborations with global brands are playing a significant role in driving the growth of China’s kids furniture market.

For example, many Chinese kids furniture manufacturers are partnering with popular international brands to create licensed products that feature beloved characters from children’s TV shows, movies, and books.

In addition to partnerships with global brands, Chinese manufacturers are also drawing inspiration from design trends around the world. Scandinavian-inspired minimalism is particularly popular in China right now, as consumers seek out clean lines and functional designs for their children’s furniture.

How to Sell Kids Furniture in China?

Despite the fierce competition with local makers, there are still plenty of chances for international brands to make their mark in China’s kids furniture market. Chinese consumers tend to be drawn towards foreign labels due to a perception that they possess higher quality than domestic ones.

To take advantage of this trend and gain an edge against rivals, successful branding strategies as well as powerful online presence are key requirements for success in the country’s competitive home furnishing industry.

Start from building good e-reputation and branding

To ensure success in the Chinese kids furniture market, effective branding is essential. As a first step, create an informative website within Mainland China that showcases your product line with all necessary details and specifications.

Optimization of Baidu (China’s leading search engine) for SEO purposes can also boost visibility when consumers look up relevant information online- making it advantageous to focus on this aspect as well. Provide contact info along with chat boxes and social media links so you seem trustworthy Professionalism will be critical to achieving positive results from marketing efforts in this industry.

When it comes to Baidu SEO, apart from having a website, you can also participate in forums focused on kids furniture, like baby furniture, school furniture, key trends etc. Participating in forums like Zhihu or Baidu Tieba is one of the best, cost-efficient way to learn about your customers’ preferences and collect feedback about your products and services.

Build your e-reputation with the help of Chinese social media platforms

To unlock the huge potential of your target audience in China, it is essential to tap into their most popular social media channels.

WeChat and its 1.26 billion users base provides a great opportunity for furniture brands looking to maximize engagement with customers by leveraging features such as newsletters, push notifications and private messaging services through WeChat stores.

Weibo is the go-to microblogging site for reaching new Chinese consumers and expanding your reach. Share images, videos, discounts, special offers and more with their users to engage customers even further.

Meanwhile on Little Red Book (Xiaohongshu), there are exciting opportunities to collaborate with influencers who actively promote products in front of an engaged user base. It also provides detailed lifestyle tips, fashion recommendations as well as product reviews from real people which can be invaluable when looking at market trends across China.

Collaborate with parenting influencers

Parenting influencers in China are young, modern and powerful. Whether they’re celebrities or ordinary moms, their influence is far-reaching with the help of social media. From stylish baby clothing to makeup products and services – these influential figures can lead mass crowds to certain items like magic.

By sharing stories about their admirable lifestyles full of creative expression & boldness, followers find inspiration along with helpful advice for parenting tips and product recommendations.

Sell your children’s furniture products on Chinese e-commerce platforms

Establishing an e-commerce presence in China is a must for brands looking to succeed. Tmall and JD are two premier platforms that offer the perfect environment for luxury goods, allowing you to stand out from competitors while providing customers with assurance of quality products.

In contrast, Taobao focuses mainly on lower cost home decoration items – making it less ideal for your brand’s distinct appeal.

We can help you sell your kids furniture in China!

China’s kids furniture market is growing at a remarkable pace with increasing trends toward safety, durability, and environmental concerns. As parent involvement rises in the purchasing process, there is also an emphasis on personalization and customized designs.

With government initiatives such as the Three-Child Policy and growth in disposable income, the demand for kids’ furniture is expected to continue rising.

We are a China-based marketing agency specialising in digital marketing and e-commerce solutions for foreign brands interested in entering the Chinese market. We have over 10 years of experience and our team of foreign and Chinese experts has the know-how needed to succeed.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you with the best solutions in the market.

Parenting influencers have done an amazing job of forming multiple supportive networks. Through various social media channels, they share tried-and-true methods with their audience. They aim to make parenting a bit simpler and more practical for the new generation. In this blog post, we take a look at the trend and see how foreign companies can work with those influencers.

Chinese social media platforms have a new big influential group: parents

With its massive population, the dynamics of markets in China are always changing. The baby and children’s market is no exception. The Chinese mother demographic is completely different from what it was a generation ago. Millennial mothers are nothing like their mothers or grandmothers.

Millennial Chinese Moms: The Trendsetters

Young Millennial mothers in China are a trendsetting bunch. Growing up in an era of abundance and technology, they mastered a multi-dimensional lifestyle. They value individuality as moms. They are mostly working professionals, always very busy and demanding, expecting the best from their children.

It is important to mention that when compared to other consumer groups in China, the new generation of Chinese mothers, the Millennials, have much more purchasing power. A typical Millennial mom spends a significant amount of the day scrolling through posts on parenting sites and blogs about teaching kids languages, fashion for babies, and other mom ideas.

The internet has been a part of their lives since childhood, so it’s no surprise that they love online shopping. They’re busy with work and other commitments, and almost all of them prefer to shop on their mobile phones.

Parenting Influencers: Who are they?

There are two types of parenting influencers in China. The first group is celebrities. While already famous, they become parents later in life. By publishing their children & families on social media, they influence fellow parents. As they are famous, they influence many Chinese men and women, writing about their success and giving parenting tips.

The second group is made up of ordinary people, usually, mothers. These moms manage to make a name and turn out internet famous by sharing their life with the audience.

All these parenting influencers share common features. They are young, modern, bold, and creative. They have admirable lifestyles. They enjoy showing off their stylish baby clothing, high-end mom products, makeup, beauty, foods, services, and so on. Most importantly they are powerful. They can lead mass crowds of fellow mothers toward certain products like magic.

Why do Chinese parents look to influencers for guidance?

China’s history of baby and mother products is full of quality and safety disasters. From contaminated baby formula milk to unsafe dangerously made child beds. Chinese parents no longer favor local products falling apart right after first use.

This is the main reason why Chinese mothers largely turned to parent influencers. The trust they have in these influencers inspires them to purchase items that they suggest. These influencers provide a sense of community. They give beneficial advice. They share their experiences openly, creating an environment full of support and empathy. They provide platform users with real-time updates on new products, events, and other topics that are relevant to parenting in China.

Chinese parents are also attracted by the aspirational lifestyle displayed by these influencers. It gives them a chance to live vicariously through them. It also emulates their style and approach to parenting.

Why working with parenting influencers can benefit your brand?

More and more mothers in China hear about new products from social media influencers. They are very open about purchasing products based on the recommendations of their favorite influencer. They also give importance to the top seller items on e-commerce and social media channels like Taobao, WeChat and Xiaohongshu.

If done correctly, collaborations with parenting influencers can be extremely beneficial for brands to develop a solid trustworthy image and high reputation amongst parents.

How do parenting influencers provide the perfect marketing opportunity for brands? 

Parenting influencers begin by creating strong relationships with their followers. Their audience is then interested in the content these parenting experts produce. This engagement eventually leads to purchases. The cycle continues as satisfied customers share their opinion of the product on their Xiaohongshu, Weibo, or WeChat account. As word-of-mouth is the best marketing strategy in China, it’s a winning situation.

Brands teaming up with parenting influencers on Chinese social media

By partnering with parenting influencers and utilizing the tools available on social media platforms, brands can reach a wider audience in a more engaging way. This engagement can happen through mini-programs, live-streaming shows, contests, forums, etc.

Live streaming and short videos work best when teaming up with KOLs (Key Opinion Leaders, which are Chinese influencers). Many successful companies have utilized Douyin for hosting live broadcast shows. They usually team up with popular parenting influencers. They are creating this kind of content that makes consumers view the brand as a trustworthy source of product recommendations. And as a result, the audience turns to brand products.

When it comes to offering baby and children products and advice on education and so on, Xiaohongshu is definitely the best platform to go for, as the main audience is Millennial and Gen Z women looking for fashion, beauty, and lifestyle advice.

When it comes to Weibo the audience is always interested in the latest trends. Staying up-to-date on those trending topics together with influencers can attract new followers. This strategy brings attention to the content.

How to work with a parenting influencer

It is essential to create a trusting relationship with parents who will become loyal customers. Millennial parents are more careful about the products they buy. They often look to parenting influencers for suggestions before making a purchase.

For this particular market foreign companies have a chance to succeed in lower-tier cities. The baby and mother products market is still evolving in these areas, there are no clear leaders yet. However, when it comes to big cities like Beijing & Shanghai, even though the market size is bigger, they are highly competitive to break into.

There are many ways for brands to promote themselves. Collaborating with parenting influencers using Douyin, Xiaohongshu, Weibo, and other platforms brings opportunities. By being active on these platforms, brands can reach out to potential customers and build a connection with them.

Choosing the right influencer for your brand

Depending on the brand size and budget, there are two options for collaborating with influencers. Big, international brands often collaborate with only one big Key Opinion Leader (usually a celebrity), that becomes the ambassador of the brand on his/her Xiaohongshu, Weibo, or WeChat account (can be also all of them), signing an exclusivity contract with the company. This choice is good, as it guarantees big visibility and reaches, but those users are very expensive.

Another option is to collaborate with a few smaller influencers and Key Opinion Consumers, which are ordinary product users, offering those products to small communities (we say small, but they can reach 100.000 followers). Although their reach is smaller, they often have a very engaged community and can bring you great results for a smaller price (sometimes they work for free products only).

Influencers are usually experts in their fields and they differ in the content they promote, so it’s important to select the right KOL that will match your brand’s profile and values.

Are you interested in expanding your baby and mother products to China?

Are you looking for ways to connect with parenting influencers? We can help you. Our team of experts is experienced in influencer marketing and we have a tried-and-true strategy that can help you reach the right people to promote your products. We have worked with many influencers from different industries and we can help you select the most suitable ones for your brand.

We specialize in helping brands create relationships with top Chinese influencers through our comprehensive approach. Our process begins by identifying key topics, audiences, and media outlets for each product.

We then develop a tailored influencer marketing plan that focuses on creating content and engaging with the right parenting influencers. Finally, we track performance to ensure the most effective results for our clients.

One of our kidswear case studies, where parent influencers were involved:

We are your agent in China. Don’t hesitate to leave us a comment or contact us to discuss your project in China. We offer a free discovery consultation, where our expert will learn about your brand and present opportunities to best reach Chinese parents on social media and e-commerce platforms.

As the incomes of Chinese people are rising and due to the fact that now it’s possible to have two or even three kids in China, the toy market is growing. In fact, toys were one of the most sought-after products during this year’s Singles Day on Tmall and JD. In this blog post, we will take a look at the trends shaping the market in 2022 and check the opportunities for foreign brands in the toys market in China.

Toys Market in China

China’s toys market is expected to reach $78.21 billion in 2027, with an annual growth of 6.80% between 2022 and 2027. China is far ahead of the game, being one of the leading toy markets in the world, with India coming second, accounting for $38.62 billion (as we mentioned, in 2022 China accounts for $56.28 billion).

The demand for toys is growing, and the toy market nearly doubled in the past decade, despite the decline in newborns. How is it possible? The answer is very simple, the toy industry is also fueled by adults buying toys for themselves.

It’s not only traditional and decorative toys but also pop toys, which are usually designed for collecting purposes, to comply with some popular games, movies, anime etc. According to Statista, China’s pop toy market is led by assembled toys like LEGO.

Chinese Millennials want to spoil their kids with the best toys

The biggest consumer group on China toys market is Millennials, which is not very surprising, as they are the ones that have little kids now. Millennials are China’s only-child generation, and although many people think, that those people can’t make good parents, due to the fact they are big kids themselves, research shows differently.

According to research by The Chinese Academy of Social Sciences, 30% of those parents spend more than 3 hours per day playing with their children, in comparison to 24% of 80s parents and 12% of 70s parents. They believe that playing with kids is a form of education and they are willing to spend a lot on innovative, educational toys that can boost the learning abilities of their kids.

What are the trends in the toy market in China?

As you can see in the graph above, toys for toddlers, construction sets & models, dolls and stuffed toys, and plastic toys are the most popular types. But what are the trends shaping the market in 2022? Let’s take a look.

Demand for home entertainment due to zero-covid policy

As people are still forced to stay at home in many Chinese cities, the need for home entertainment is rising. Adults sign up for fitness memberships in apps, watch live streams and play video games, but the kids also need some fun at home, and this is when the toy companies come. Parents found themselves in need to entertain kids at home by themselves, so the demand for toys, especially educational toys and intelligent toys is rising.

Intelligent and innovative electronic toys

Just like in the adult world, high-tech electronic appliances are becoming extremely popular, and intelligent toys are not an exception here. Nowadays kids in China want to have those very popular, high-end electronic toys and remote-controlled toys, that can listen to commands. Those are robots that can do several different things, according to their purpose.

One of the most trendy toys in recent years was robots Bo and Yana, which are simple-looking little robots, that can be programmed from the tablet, in order to do simple combinations of movements and sounds. They became popular also due to the fact they can be used in English, which helps kids learn in a fun way.

What is important to understand is that those types of toys need to be available also in specialty toy chain stores and other offline venues. Although online sales account for half of the purchases and many manufacturers open exclusive online stores for smart toys or high-end plush toys, this toy category is pretty unique, and many parents and children want to see and touch the toy before the purchase.

Traditional plush toys are still on the rise

Thanks to the relaxation of the one-child policy in China and the rising disposable incomes of middle-class Chinese, parents want to spoil their kids. Although educational and intelligent toys are the most trendy right now, up-market plush toys and decorative cloth toys are still popular, as there are many newborns in China in recent years.

Educational toys

We already mentioned them while talking about innovative toys, as many domestic and international toy manufacturers nowadays produce toys that are a mix of these two features. Educational toys are preferred by modern parents, and in China is especially true, as it’s a very competitive environment and parents want their kids to start learning from the very beginning.

The increasing domestic demand for educational toys has led to robust sales of STEM items, including toys incorporating AI and virtual reality, that are believed to boost children’s learning. Parents in Mainland China are willing to pay a lot for those toys, but they need to be sure that those toy purchases will, later on, be beneficial for their kids.

Toys are not only for children

According to the director of Toys Fair marketing, when you open a target for toys, you must not only think about children or teenagers, in fact, there is a whole range interested in the games sector or the Kidult. In this category are part of all those games which are mainly made for children, but which are also used by adults. Products that take you to childhood, from Lego buildings to toy brands that sell pop toys, to board games and puzzles.

Trending toys and IP-licensed products

So-called chaowan, “fashionable toys”, are the toys that come like a heat wave, arousing a lot of attention. As those toys are meant for kids, they gain fast popularity, because kids want what other kids have. But those toys are often linked to the latest ‘mania’ of the market, and really often they also become desired by adults, that want to collect them.

One of those fashionable toys is Molly’s, which are little dolls available to buy in Pop-Mart stores. They created a big buzz in the toy market in China and the trend is still going on. One of the reasons for their popularity is the fact they are sold in “blind boxes”, so buyers don’t know what type of doll they will find inside.

Chinese people are especially fond of all blind box purchases, and those boxes can be found everywhere, from the food industry, through toys, to pets even (although this is a rather saddened trend).

How to use these trends for your marketing strategy?

Whether you want to sell toys that move, dance and are inside a magic hat or you sell wigs for disguises, before entering the Chinese market, you should know the marketing strategies to be taken, as it is all another world. In order to develop awareness among consumers and at the same time mark your products, it is essential to follow these steps.

Branding is the key to success in China

Any toy business wanting to enter China’s toys market needs to be aware that Chinese people don’t buy products that they never heard of. Branding is especially important when it comes to toys, as kids are the decisive force here. And what do kids usually want? The most trendy toys are the toys that they see in videos, and commercials, and those that every kid in kindergarten or at school has.

What is more, to be able to sell products on China’s e-commerce platforms, you need to have an established presence in China, otherwise, those platforms won’t let you sell there. Therefore, you need to take care of your brand’s visibility, preferably through a Chinese website, good Baidu SEO, social media platforms, and influencers.

Chinese website

One of the first places that Chinese parents check when looking for information is Baidu. Therefore, it’s advisable to have a Chinese website hosted in China, so that it will show in Baidu’s search results. Why do we say that you need a Chinese website? Although Chinese people’s English level is improving, most of them still don’t speak the language.

A Chinese website has a bigger chance of attracting an audience, and also a bigger chance of ranking high in search results, as Baidu favors websites in Mandarin hosted in Mainland China. If you want to attract the attention of parents and kids, it’s advisable to put interesting videos on your website, and also remember about customer service, so that any interested consumers will be able to ask you any questions they have in a chat box.

Baidu, SEO, and SEM

Baidu is not only a search engine but a whole ecosystem of websites and platforms, just like Google. This means, that there are many other ways to help your website rank high in search results and get a good reputation for your brand.

One of the ways to get to know Chinese consumers’ shopping habits and opinions of various toys and foreign companies is through online forums like Baidu Tieba, Zhihu, or Baidu Zhidao. You can create topics about your brand or participate in discussions on toys market and toy companies in China so that you will spread your name in China.

There are also many parenting websites and forums, where you can also present your brand and learn about the needs of Chinese kids and parents when it comes to toys. And, of course, you can also invest in Baidu Paid Advertising to get more buzz to your website.

Chinese social media platforms

Although it’s advisable to have a Chinese website, so customers can trust your brand, social media platforms are crucial for your branding and e-reputation activities in China. We advise you to start an Official Account on WeChat, where you get access to 1.26 billion monthly active users, that will be able to learn about your products there. You can also create a WeChat Store linked to your account, where you can directly sell your toys, without the need of investing in other online sales channels at first.

WeChat is a very diverse platform, but it’s not good for lead generation and reaching out to new audiences, as it’s a bit closed ecosystem. We advise you to start accounts on Weibo, Xiaohongshu, and Douyin, so you can reach out to big parenting communities on these platforms, and promote your brand through different content formats.

Marketing KOL

An excellent marketing solution to depopulate in China is the use of KOLs, this type of marketing based on people with influence on potential customers through the sharing of content is widely used. Key opinion leaders in China are more than just influencers, in fact, Chinese users put all their trust in these web celebrities.

From Wechat to Douyin, each platform has its own influencers, and in turn, they are divided as not everyone is suitable to sponsor anything. One of the key points is knowing how to choose the right KOL for your brand that knows how to involve your community. It’s especially advisable to promote your toys through KOLs in China, as there are many parenting accounts with a huge follower base to reach out to.

E-Commerce

E-commerce in China is the largest and most profitable market in the world, which continues to hold the record. This is why online sales are the most useful, simple, and profitable way to reach Chinese consumers, who buy more than 70% of online products.

But it should be one of your last steps of the journey, as you need to build your presence and reputation in China first, as Chinese people don’t buy from brands they don’t know there.

Tmall, Taobao, and JD.com are the most used platforms for online sales, each one has a category in which several products are, so it is essential to choose the most suitable, always taking into account the rules, the policy, and costs for foreign brands. It is also obvious that building the site of a brand in Mandarin and adapting it to Chinese tastes in terms of style and design is essential. In fact, it is one of the first places in which they will go to inquire.

Selling on those platforms is expensive, so it’s a solution for bigger brands. If you want to test the market first, you can start a WeChat Store or sell your toys on Xiaohongshu, to see if you will find an audience for your toys.

Do you need help selling toys in China? Contact us!

Toys are a very profitable market but it’s not that easy to come up with a successful marketing strategy without know-how and experience in the industry.

We are a China marketing agency with more than 10 years of experience in the market. We helped more than 600 brands from different industries. We offer individual approaches to each brand, according to its needs and budget.

Some of our services include:

Don’t hesitate to leave us a comment or contact us to discuss your project. We offer a free discovery call with one of our specialists, to see the potential of your brand in China.

Mother & Baby products Market growth in China

The country is the major hub for the maternity and baby market. According to Mr. Enlong Hou (COO of Suning commerce group), the market growth has shown no sign of stopping in recent years.

According to Statista market research, In 2019, the market size of mother and baby products in China reached approximately 2.7 trillion yuan, growing at around a 15 percent rate annually in the past three years. It’s expected the Chinese mother & baby product market will reach  US$24 Billion by the year 2027 and was evaluated at about US$24 Billion in 2021; The baby food segment is leading the market, followed by baby body care, diapers, and baby skin and hair care.

Another market research shows that China’s mother and baby products market is expected to grow steadily over the next decade due to growing demand from young parents who pursue high-end lifestyles, particularly in lower-tier cities. In 2020 sales revenue from this sector is expected to reach 3 trillion yuan. The market is expected to grow at a compound annual growth rate of almost 10%

What are the reasons for the market growth?

• Following a worrying declining birth rate, 2016 saw the easing of the One-Child Policy. The child policy was further relaxed in 2021.
• Families are willing to pay a lot for useful products for their children and mothers
• Families are willing to pay higher premiums for high-safety baby products
• The rise of the “New Retail” is characterized by the integration of online and offline platforms
• The rising demand is not restricted to first- and second-tier cities, but has seen growing demand from lower-tier cities.

China Baby Product Market trends

• Baby hair care products
• Baby cosmetics
• baby toiletries
• Baby Formula, Baby Food & Supplements
• Prenatal Supplements
• Mom’s Postnatal personal care

Online distribution channels’ growth

The mother & baby market has seen steady growth through both online and offline distribution channels.

In fact, although offline channels are still the main place where to buy the products of this industry, the growing online presence through both eCommerce and social media seems to indicate a promising future for the mother and baby market in China.

During the Covid-19 outbreak, the demand for mother and baby products has been high. For example, on JD.com sales of daily necessities, such as baby and mother clothes, artificial milk, and diapers, increased 10 times on a yearly basis.

Millennials are the main actors in China’s baby care market online growth

The Chinese online community, represented by the young Chinese generation, born in the late 1980s and early 1990s, has greater purchasing power than ever. Data from JD.com, the second Chinese marketplace, showed that this generation accounts for 70% of the purchases of mother and baby products.

This generation, which has seen major changes into economic and digital power, has a higher disposable income than previous generations, therefore, they are:

• Less price-sensitive
• Willing to try new products
• Heavily influenced by the Internet
• Open to international culture
• Willing to pay more for better products for their children
• Willing to buy trendy products
• Prefer to watch live-streaming content and short videos

In the first quarter of 2020 on the JD.com platform, the viewing time for live-streaming and short videos increased by around 130% year-on-year, and sales driven by live-streaming increased by around 400% y-o-y.

Ecommerce live-streaming’s boom

Ecommerce live-streaming, with KOLs as protagonists, is becoming the most effective marketing tool for several reasons.

Through live streaming users can:

• Inquire about a product and buy it immediately, without ever-changing the App
• Having a “virtual” contact with the host
• Send messages and receive live replies
• See the product live and is, therefore, more reliable for the consumer

Through live streaming exposure, brands can:

• Generate more leads
• Get more followers for your brand
• It is cost-effective, but it still brings great results
• It can be used for product reviews, seeding of products
• It can be used to increase sales
• Use KOLs to boost sales

Higher Quality and Premium Products

Quality is more important than ever for Chinese families. This represents a significant opportunity for foreign brands, which are often perceived as having better standards than Chinese ones.

In fact, Chinese families are increasingly demanding products with specific characteristics such as:

• Healthy products
• products free of pollutants
• ecological products
• Minimum added additive products
• Durable products

All these reasons have led the mother and baby market to be classified as a premium market, with high prices and quality, compared to other sectors. However, competition is expected to intensify.

What are the main categories of products?

Chinese citizens pay close attention to which brand a product is labeled and tend to buy products from overseas brands, especially products such as infant formula and infant diapers.

A high degree of market saturation

• Baby food
• Baby toiletries & skin care products

Low degree of market saturation

• Baby clothes
• Baby footwear
• Baby accessories
• Functional appliances
• Daily-use goods such as baby bottles
• Baby furniture
• Toys
• Car seats

Who are China’s baby care market’s major players?

International vs domestic brands in the baby products market

Foreign brands enjoy a better reputation than Chinese ones by default. This can be explained by the many scandals on baby food safety that plagued the local baby food market (ex: The 2008 Chinese milk scandal).

As a matter of fact, product quality scandals have led many Chinese parents to buy foreign products over the past twelve years. Especially regarding milk powder, over half of the Chinese infant formula market is dominated by foreign brands, and in some cities, the percentage reaches 80%.

Although foreign brands are still the favorites, national competition in the Chinese childcare market has intensified in recent years, especially in the sale of products such as:

• Strollers
• Bottles
• Baby seats
• Baby clothes
• Baby skincare products

The new requests from a population of parents with higher incomes also represent an opportunity for Chinese baby product brands. With a greater demand for specific products and with a diversified market, in fact, there are many opportunities for local players.

For example, the growing demand for baby skin care products such as shower gel and lotions has led Frog Prince, one of the leading Chinese baby care brands, to produce a gel that emphasizes the beneficial qualities of baby’s skin, through natural ingredients extracted from the oil that leaves the skin delicate and nourished.

Some of the main players in the Mother and Baby market in China

International brands:

• Johnson & Johnson
• Wyeth
• Danone
• Kao
• Unicharm
• Pigeon
• Nestle
• Abbott
• Sanosan
• Procter & Gamble (Pampers 帮宝适 bangbaoshi)

Chinese brands:

• Frog prince
• Giving
• Yumeijing
• Aiyingdao
• Kidswant
• Leyou
• les enphants
• Baby Bear

How to sell your Brand of Mother & Baby products in China?

There are a few things to consider when selling mother and baby products in China. First, you’ll need to research the market dynamics and understand the needs of Chinese mothers and Infants. You’ll also need to create a marketing strategy that resonates with your target audience. And finally, you’ll need to find the right distribution channels to reach Chinese mothers and infants.

What are the regulations and trade requirements to sell your products in China?

The Mother & Baby sector in China is highly regulated. There are multiple regulators and three testing requirements for market entry.

Multiple regulators in Mother & Baby product industry:

• The government (China Customs and the State of Administration for Market Regulation “SAMR”)
• semi-governmental agencies (China Consumers Association “CCA”)
• Social organizations
• Non-government bodies

The testing requirements for market entry:

1. laws and regulations
2. Mandatory standards
3. Product standards (normally stated on the label)

What are the channels to sell your Mother & baby products?

Finding the right model to enter this market is the key to success due to its competitiveness.  What are the options available to international exporters?

• Consignment to retailers (Not selling products, risk, and high cost for consignment)
• Direct sales to retailers (Retailer managing brand risk and low visibility)
• Distributors
• Online retailers and marketplaces

Distributors: How to find distributors for your mother and baby products?

Finding distributors can be a daunting task, especially if you’re a non-Chinese speaker. By using this option you lose control over pricing and branding, however, working with the right distributor can make things significantly easier, and it may be worth spending some money to save time and reduce the difficulty of entering a large market like the Chinese one.

There are numerous ways of contacting potential distributors. The most common ways include:

• Attending fairs
• Searching online
• Referrals
• Tmall B2D
• Agencies

Attending Chinese Mother and Baby Fairs

According to Tradefairdates, although most of them were postponed because of Covid-19, some major fairs are:

• Playtime

Playtime in Shanghai is a trade fair for the child. Many exhibitors will be presenting their latest trends and products to children. This exhibition is a communication and information platform in the industry and offers exhibitors the opportunity to present to an audience of experts. Visitors can find information here thoroughly and comprehensively about the latest developments, trends, and products from the fields.

• Children Baby Maternity Expo “CBME”

The Children, Baby, Maternity Expo CBME China, being held in Shanghai, is known as the world’s largest event. Lots of international suppliers from all over the world present more than 2000 brands of products for children, infants, and pregnant women. Therefore, the event offers great opportunities to meet other buyers, manufacturers, distributors, or suppliers. The fair is highlighted by an innovative product award, where the most innovative and best products in different categories are determined.

• China Toy Expo Shanghai

China toy expo is an international trade fair for toys and baby items in Asia. It is China’s market-leading platform and provides international manufacturers access to the Chinese market. The fair offers exhibitors the opportunity to get in touch with visitors, especially buyers, and to deepen their business relations.

• Hong Kong Baby Products Fair

Hong Kong Baby Products Fair is a platform for the dynamic baby products market in Asia. It offers Asian-based suppliers and renowned worldwide brand names a great opportunity to expand their network, explore new market opportunities, and promote product image and brand recognition all under one roof. The event is a spin-off of the well-established and very successful Hong Kong Toys & Games Fair. The Hong Kong Baby Products Fair, the Hong Kong Toys & Games Fair, the Hong Kong International Stationery Fair, and the Hong Kong International Licensing Show all take place at Hong Kong Convention and Exhibition Center at the same time.

Chambers of Commerce

Most domestic chambers of commerce will provide organizations with a list of distributors within their sector, and may already have some contacts with distributors.

Online retailers and marketplaces

Consumer reports of increased frequency in online shopping indicate the growth potential and competition of online retailers vs offline retailers.

The director of the China eCommerce Research Center, Cao Lei, said:

“The explosive growth of the maternal and child industry in recent years has prompted many online retailers to enter the market.”

To meet the growing and diverse demand for mother and baby products, many Chinese online retailers are launching customized products and collaborating with various foreign brands.

Purchases of baby care products through online channels are widespread and now represent 50% of mother and baby retail market value. Purchases on the platform are a great source of growth for the market of mothers and babies in China. In addition, transnational online sales related to baby care and food are the most popular.

Baby care products like baby food, body powder, lotions, creams, insect repellent for children, and shower gels are the most requested.

Among the baby care products, imported products are still the best for safety reasons. Thanks to online marketplaces, It’s possible for buyers to purchase products from foreign brands, that don’t have a physical presence in the middle kingdom, through cross-border eCommerce.

The online market is dominated by Tmall, followed by JD, Xiaohongshu, Kaola, Vip.com, mia.com, and other online retailers. Branding and presence on well-known eCommerce platforms are crucial to selling your products.

Sell baby care products on Chinese Online Marketplaces

One of the major market trends in the Chinese baby care industry is the growth of online marketplaces. Let’s have a look:

Use Tmall to sell mother and baby care products

Tmall is the biggest B2C (business-to-consumer) platform in China. It was launched by Alibaba’s Taobao in 2010. Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands.

It mainly focuses on premium brands. This characteristic makes Tmall the most expensive marketplace in the country. For consumers, high prices indicate high quality, therefore many customers prefer buying their products from Tmall.

Requirements for Overseas brands to operate an online TMALL store:

• International brands must be authorized distributors and have a corporate identity outside China.
• The company must be independent and hold retail and trade rights
• The company must be the brand owner or authorized agency having the authority to sell products under its name
• The company must hold relevant inventory certification for the stock

Entry processes:

1. Entry Preparation
2. Store application
3. Store development
4. Pre-launch
5. Launch

Tmall store types:

• Flagship store
• Authorized store
• Specialty store

Authorized brands and retailers are present on Tmall through the creation of a real Flagship Store graphically customizable because it allows brands to successfully promote their identity and allows them to create a very accurate user experience.

JD.com e-commerce platform

JD.com(京东Jīngdōng) is a Chinese eCommerce company headquartered in Beijing. It is the second B2C online retailer after Alibaba’s Tmall. It is partly owned by Tencent, which has a 20% stake in the company.

Foreign companies can open individual online stores on JD.com and brands are permitted to import food, beverages, apparel, and shoes from overseas. JD is well known for its support of in-house logistics services and its zero-tolerance policy for counterfeit products. In addition, JD.com is less expensive than TMALL.com, but still rather expensive.

JD has become one of the largest retailers of many maternal and baby brands and sales of more than 50 mother and baby brands surpassed 100 million yuan ($14.1 million) in 2018.

By partnering with a diaper brand, JD, using online research and comment data analysis, has found that users often search for specific keywords like “diaper rash” and look for diapers that won’t damage the baby’s skin.

Based on big data and consumer preferences, JD and the diaper brand subsequently developed a new diaper product for sensitive babies’ skin.

Requirements for international brands to operate an online JD store:

• Be an established non-Chinese company
• Trademark registration documents or licensing agreements
• Have a USD bank account
• Provide business registration documents and the ID of the major shareholders and directors.
• Chinese customer service must be provided and the product details page should be written in Mandarin
• Products must be dispatched within 72 hours after order placement
• The process for product return centers must be available in Mainland China.

JD store types:

• Brand flagship store
• Outlet-type flagship store
• Franchised store
• Exclusive store

Vip.com

Vipshop is one of the most important realities of Chinese eCommerce. Its primary business strategy is to partner with popular and well-known brands and sell their excess inventory to consumers throughout the country at a significant discount from retail prices.

VIP.com covers wide product categories ranging from apparel, shoes & bags, cosmetics, maternal and child products, home goods, foods, and more.

By providing special offers and deep discounts on branded products, the Company has pioneered the online discount retail model in China and become the expert and leader trusted by its customers and brand partners alike.

Online retailers specializing in imported Mother & Baby products

Mia.com

Mia is an online retailer specializing in items for mothers and babies which also established its self-owned brands such as Mompick. Founded in 2011, Mia.com is committed to helping middle and high-income families access the best products for mothers and babies, such as diapers, infant formula, toys, and baby clothes from abroad.

Statistics from Mia.com platforms

Users from first-and second-tier cities are more willing to spend on:

• comfortable underwear
• snacks
• intelligent home appliances

Users living in third-to fifth-tier cities are more willing to spend on:

• women’s apparel
• latex pillows
• juice extractors
• other homegrown products

Muyingzhijia

Muyingzhijia is an independent online retailer of baby merchandise which offers over 10,000 products from well-known foreign brands, including Pampers and Pigeon.

Beibei

Beibei was founded in 2014, Beibei is a similar maternal-infant eCommerce merchandise site that offers discounted sales of all kinds of products for infants and parents. Famous brands are on this platform like the Chinese brand Home baby and the US brands Huggies and Pampers.

Content-driven Social e-commerce platform focusing on the Mother & Baby industry

Xiaohongshu (Little Red Book) specialized in Mother and Baby care products

Little Red Book, also known as Xiaohongshu or RED, is a Chinese social e-commerce platform launched in June 2013. Currently, It has 85 million monthly active users.

Xiaohongshu is particularly special among all social media channels because it combined e-commerce functions and because its users are a specific target market (86.1% of users are females, 83.7% are under 35 years old, and 62.5% live in 1st- and 2nd- tier cities).

Xiaohongshu features:

• It is considered reliable by Chinese users for quality content
• It focuses heavily on building trust and reliability rewarding users for posting suggestions and advice to followers.
• KOLs and live streaming play a fundamental role in this platform
• On it, users can share content, review products, and buy items.

Why is Little red book useful for brands?

• Specific target
• Increase reputation
• Increase brand awareness and loyalty through quality content
• Engage new followers and consolidate existing ones
• Leverage sales through its e-commerce platform

Babytree.com

Babytree is the country’s largest online parenting site.

In 2018 Babytree reached a strategic cooperation agreement with Alibaba on e-commerce to improve its consumer services for Chinese families further. Its average monthly active users reached 156.3 million in the first half of 2019, an increase of 21.5%, compared to a year ago.

Another famous platform is Mama.cn which is very similar to Babytree.com.

Beyond Tmall or JD, it is also essential to explore partnerships with targeted Mother & Baby product platforms such as Babytree, Mia.com, and Mama.cn because, in addition to being eCommerce platforms, they are also communities where mothers share information and seek recommendations.

Cross-border eCommerce platforms

Foreign entities that do not wish to establish a physical presence in China can also choose to supply their products through cross-border eCommerce channels.

Through cross-border, companies can sell their products directly to Chinese buyers by sending them from their country of origin.

With cross-border eCommerce, foreign products can be sold without having to face the long and complex authorization procedure with the competent local authorities, which is mandatory for export and sale through traditional channels. Here is a list:

• Tmall Global
• JD Worldwide
• Kaola
• VIP international

How to market your products on the china baby market?

Omni-channel approach

With over 800 million internet users in China, 98% of whom connect online using a mobile device and 75% of digital purchases made on mobile devices, it is not surprising that international companies focus heavily on digital channels when entering the Chinese market.

However, a company’s offline presence is still crucial, especially in smaller cities, as parents sometimes still prefer to test children’s products and ask vendors questions.

For these reasons, companies are exploring an omnichannel approach when marketing products for mothers and china babies.

Growing Awareness & ORM

Branding is a major factor in success because Chinese consumers do not trust emerging players and products. When purchasing beauty products, Chinese consumers will look for product and brand information before making a purchase.

Most Chinese parents search for information and conduct their research online. It is therefore important to ensure a presence on online channels, creating content that makes the perception of the brand accessible and reliable.

They will mainly look for information on Baidu (the Chinese search engine), on social networks, and on e-commerce platforms.

Therefore, you should make sure that your online reputation is good and that you allow yourself to take advantage of a full market share and generate leads quickly, how? Following these steps:

1. Brands and products should appear on Baidu results
2. you should create official accounts and be active on social media
3. brand’s presence in forums, Q&A platforms

Get visibility on Baidu

Google is banned and the main search engine is Baidu. On the Chinese search engine, Baidu, more than 100 million searches related to Mother & Baby products are conducted each month.

When a brand wants to enter the Chinese digital market, it encounters resistance due to the language barrier, culture, and purchasing habits of Chinese consumers. The first problem encountered is brand awareness and search engine optimization techniques to be visible on the web.

SEO (Search engine optimization) and SEM (Search engine marketing) activities are necessary because they allow companies to improve their brand awareness and brand identity on the net.

To get visibility on Baidu you should follow some steps:

• Your website should be translated into Chinese
• To ensure fast loading, it must be hosted in China
• The website must also be adaptable to mobile phones
• Localized content marketing
• Through SEM techniques, it is possible to sponsor sites with targeted campaigns.

GMA provides SEO/ SEM on Baidu to get more exposure. We start by auditing your websites and writing reviews, and press releases to get targeted visitors interested in your products.

To be present on Social Media channels

China is the largest social media market in the world, with people increasingly addicted to these platforms. They use them to look for a place to share their opinions, ask for product advice and connect with others.

WeChat (monthly active users, 1.165 billion)

WeChat is the main Chinese social network. Born as a messaging platform, over the years it has introduced several innovative and advanced features that have made it more than a simple online chat. In addition to allowing product selection and e-commerce to be easily accessible, WeChat allows brands to establish a sense of intimacy with their users.

Today it allows users to:

• Create a circle of contacts and chat with them
• Post content or better “moments” on the bulletin board
• Stay informed about news in any area
• Make reservations (taxis, restaurants, flights, and much more)
• Use WeChat Wallet to shop online, see their balance, transfer money to other contacts, and pay via mobile
• Use QR codes to connect the digital world inside phones to real things, people, brands, and places.

It allows companies a complete CRM through:

• The ability to create WeChat official accounts (Subscription, Service)
• Interact with followers and keep them updated on brand new
• Mini-programs, are small apps inside the WeChat system that cover various functions, such as e-commerce, games, and much more.
• WeChat pays to pay for everything with this app
• WeChat advertising (WeChat moment ads, WeChat account promotion, WeChat mini program ads, WeChat article banner ads).

For example, Leyou, a popular Chinese baby care company, utilizes interesting and humorous blog articles offering knowledge and advice on taking care of babies, demonstrating how brands may utilize WeChat as an effective marketing platform for the mother and baby market.

In the same way, Johnson & Johnson’s campaign joins local health professionals to pay homage to the “silent angels” who are pediatric doctors.

Weibo (520 million monthly active users)

Weibo is the second most used social network. It can be considered as a mix of Facebook, Twitter, and Instagram, presenting itself as a microblogging platform.

Users can:

• Open personal accounts
• Follow accounts and be followed by other users
• Publish textual and visual content
• Stay updated on the latest news by following the so-called “hot topics”
• Watch live streaming

It also allows companies to create a verified brand profile and:

• Communicate to the masses, as it is a one-to-many platform
• Increase their brand awareness
• Convert users into customers
• Retaining those already acquired
• Collaborate with KOL to increase recommendations through word of mouth
• Weibo advertising (Display ads, search promotion, fans headline, fans tunnel)

Xiaohongshu (85 million monthly active users)

Little Red Book, or Xiaohongshu in Chinese, is a perfect mix between a social network and cross-border eCommerce. It is especially suitable for Fashion, Luxury & Lifestyle Brands.

In addition to creating networks of contacts and publishing content, it is in fact possible to directly purchase the products shown on the screen through the practical “link-to-buy”.

Opportunities for brands:

• Open an Official Account to sell products cross-border
• Easy interaction with customers because it is also a social media
• Logistics, customer service, and marketing support are provided for the brands account
• In-app advertisement
• To promote themselves on the App, brands can also collaborate with KOLs increasing the credibility and desirability of companies. In addition, they also have a strong power over brand awareness
• Cosmetics are the top industry utilizing KOLs on this platform

Mother & Baby KOLs

Apart from having a verified branded presence on Chinese social platforms, it is also crucial to involve influencers or KOLs that can endorse a brand. Engaging with KOLs in the Chinese digital ecosystem is very functional to attract Chinese consumers as KOLs are more reliable.

With multiple brands trying to attract Chinese consumers, Chinese parents are more selective about which brands they choose and heavily rely on word-of-mouth recommendations from friends and KOLs.

Aside from celebrity influencers such as KOLs (Key Opinion Leaders), brands can also consider working in partnerships with experts such as nutritionists and educators.

For example, Nicomama (年糕妈妈) has over 16 million followers in total across various online platforms, with 2 million followers on Weibo.

Q&A platform Zhihu (Monthly active users 34 million)

Baby-related questions have gained attention on the Chinese platform Zhihu. Community members have written extensive articles on certain popular topics, such as baby formula and diapers.

Zhihu is a Chinese question-and-answer site like Quora. On Zhihu, questions are created, answered, edited, and organized by its users. In Classical Chinese, “Zhihu” means “Do you know.”

Thanks to additional functions developed by Zhihu, users can also:

• Write articles
• Participate in discussions
• Read e-magazines containing the best answers related to certain industries
• Give an online presentation about a specific topic
• Interact with an audience in real-time

Promote your Baby care brand on Zhihu with the following methods:

• Q&A Campaigns (Answering questions, brands can establish a relationship with users and build their reputation this way. It allows them to promote themselves and introduce their products)
• KOL Endorsements enhance a brand’s image and reputation (brands can invite experts or key opinion leaders to answer questions for them. Answering questions on Zhihu allows them to showcase their expertise and connect with both industry experts and general users)
• Zhihu Live (it allows brands to conduct online presentations on specific topics. Brands can have opportunities to provide in-depth knowledge and communicate with users in a more direct way)
• In-Depth Articles (Brands can publish long-form content to gain credibility in their industry which is highly valued by people in that industry).

Mother and baby care market in China: a great opportunity for foreign brands despite many challenges

The presence on social media and e-commerce proves to be an effective entry for foreign brands that want to enter the Chinese market.

In addition, as Chinese consumers are highly sensitive to the perceived safety of foreign brands, foreign brands should take advantage of the gap in this sector as the demand for mother and baby items continues to increase.

Do you want to know more about how to use Chinese e-commerce platforms to boost sales? Contact GMA a digital marketing agency, that specializes in the Chinese digital market.

What Is the Size of the Market for Disposable Diapers in China?

The size of the market for disposable diapers in China is expected to grow at a CAGR of 8.69% from 2022 to 2026.

The market is dominated by foreign players such as Procter & Gamble and Kimberly-Clark. These companies have a significant share of the market due to their focus on innovation and marketing. Additionally, they have expanded their distribution networks significantly over the years.

Local players such as Hengan International and Wantong are also present in the market, but they lack the scale and resources of foreign players. This puts them at a disadvantage in the market.

The disposable diaper market in China offers great opportunities for brands operating in the market. This is due to the growing awareness about hygiene and the rising income levels. Additionally, the market is expected to grow significantly over the next few years due to the government’s investment in healthcare and the rise of e-commerce.

The Disposable Diaper Market Is Growing in China

For quite a while now, the Chinese have been relying on split-crotch pants, or Kai Dang Ku, to potty train their young. The split-crotch pants have a long and venerable history in China. They were reportedly first worn by the Emperor’s concubines, so they could answer the call of nature unobserved. These days, Kai Dang Ku is still popular with both sexes and all age groups for their comfort and convenience.

The disposable diaper is a relative newcomer to China, introduced in the early 1990s. At first, they were seen as luxury items and mainly used by the wealthy. However, with increasing income levels and more widespread marketing, disposable diapers are becoming more popular across all segments of Chinese society.

The Chinese disposable diaper market is forecast to grow at a CAGR of 8.69% during 2022-2026. This is due, in part, to the increasing number of young couples who are having children, but it’s also attributable to the growing awareness of disposable diapers as a more hygienic and convenient option than traditional cloth diapers.

Procter & Gamble (P&G), the world’s largest diaper maker, entered the Chinese market in 1995 with its Pampers brand. Since then, other international brands like Kimberly-Clark and Japan’s Unicharm have also set up operations in China. Local companies like Hengan and Vinda are also major players in the Chinese diapers market.

Reasons for the Growth of Disposable Diapers in China

Many factors are driving the growth of disposable diapers in China. For instance, the country has a huge population, expected to grow even more.

The Chinese government’s “One-Child Policy,” which was in place for over three decades, is no longer in effect. As a result, more couples now have more than one child.

In addition, Chinese parents are becoming more affluent and have higher disposable incomes. They’re also better-educated and have higher expectations for the quality of their children’s lives.

As a result of all these factors, the Chinese diapers market is expected to continue growing in the years ahead. If you’re looking to enter this market, now is the time to do it.

Disposable Diaper Brands Popular in China

Some of the disposable diaper brands that are popular in China include Pampers, Huggies, and MamyPoko. These brands have a strong presence in the country and enjoy a high market share. They are focusing on expanding their distribution networks to reach more consumers. Additionally, they are also introducing new products to cater to the needs of Chinese consumers.

For instance, Pampers recently introduced a new product called “Pampers Pure.” This diaper is made of cloth and is aimed at eco-conscious parents. It is expected to be popular in China as the demand for premium diapers is growing.

Other brands, like Hengan and Vinda, are also popular in China. These companies have a strong presence in the Chinese market and offer a wide range of products.

Challenges That the Disposable Diaper Industry Faces in China

There are some challenges that the disposable diaper industry faces in China. Brands need to be aware of these challenges and find ways to address them.

• High cost of production: Producing disposable diapers is high in China. This is due to the country’s lack of natural resources and the rising labor costs. Brands need to find ways to reduce the cost of production if they want to be successful in China.
• Environmental concerns: There are growing environmental concerns regarding the use of disposable diapers. The vast majority of these diapers end up in landfills, where they take a long time to decompose. As a result, brands are pressured to find sustainable alternatives to disposable diapers.
• Low penetration rate: Disposable diapers have a low penetration rate in China compared to other countries. This presents a lot of untapped potential for companies operating in the market. Brands need to focus on increasing their penetration rate if they want to succeed in China.

The Chinese diapers market is growing and presents a huge opportunity for companies operating in the industry. However, there are some challenges that brands need to be aware of, like those mentioned above. Despite these challenges, the market is expected to continue growing in the years ahead.

Opportunities for the Disposable Diaper Industry in China

There are several opportunities for the disposable diaper industry in China. Here are some of them:

• Expanding distribution networks: We need to focus on expanding our distribution networks if we want to reach more consumers in China. This is a huge market, and there is a lot of growth potential. Brands need to have a strong presence in the country if they want to succeed.
• Introducing new products: We also need to introduce new products that cater to the needs of Chinese consumers. This is a fast-growing market, and there is a lot of demand for premium diapers. Brands that can meet this demand will be successful in China.
• Focusing on e-commerce: E-commerce is a huge opportunity for brands operating in the Chinese market. This is because there are a lot of consumers who shop online. We need to focus on this kind of distribution to reach more consumers.

These are some of the opportunities that we can focus on. The disposable diaper industry is growing rapidly in the country. It presents a lot of potential for companies operating in the market. We need to focus on seizing the available opportunities.

How Did P&G Bring the Diaper Revolution to China?

In the early 1980s, P&G decided to bring the diaper revolution to China. At that time, there were no disposable diapers in the country, and parents were using cloth diapers.

P&G first introduced its flagship product, Pampers, in 1982. The company faced many challenges in the early years as it was trying to educate Chinese parents about the benefits of disposable diapers. Additionally, it had to establish a distribution network across the country.

P&G helped revolutionize the disposable diaper industry in China. The company was able to do this by understanding the needs of Chinese parents and introducing products that met their requirements. Additionally, P&G invested heavily in marketing its products and establishing a distribution network across the country. As a result, disposable diapers became very popular in China, and Pampers is now one of the leading brands in the market.

P&G’s Success in China

P&G’s success in China is a result of its continuous investment in the country. The company has been operating in China for 34 years and has established a strong brand presence. Additionally, P&G has a deep understanding of Chinese consumers and their needs. This has helped the company develop products that are very popular among parents.

P&G is expected to continue performing well in China as the disposable diaper market is expected to grow at a rapid pace in the coming years. The company’s strong distribution network and wide range of products will help it maintain its leading position in the market. Additionally, P&G’s continuous investment in China will help it capitalize on the growing opportunity that exists in the country’s diaper market.

The rapid growth of the Chinese diapers market presents a significant opportunity for companies operating in the market. P&G has been very successful in China and is well-positioned to capitalize on the growing market opportunity.

How to sell your disposable diapers brand in China

• Distributors: the most traditional way to sell your product in China. Although online retail has become mainstream in China, physical retail is still going strong, and having your diapers available in your customer’s favorite supermarket is an advantage. Diapers brands also have the possibility to work through online distributors, which would be rather similar to offline distributors. However, selling in China through distribution can be challenging to set up. Indeed, the demand for chinese distributors is high, which in turns make said distributors picky about the brands they work with. Chinese distributors will generally go for the already know brand in China, it is less risky and less work.

• eCommerce: Is now mainstream and offer brand total control over the distribution of their products and the marketing associated. A brand can sell directly to their customers through their own online flagship store on the platform of their choices. Ecommerce in China, is dynamique, and brands have varied option when it comes to selling online: from platform choices, stores types to local vs crossborder ecommerce. Tmall, JD and Pinduoduo are the TOP 3 chinese marketplace you want to check out. Each have their pros and cons and a huge customers base. You also have the option to join specialised online marketplaces such as Muyingzhijia and beibei.

• Brick & mortar: This one is a little awkward for a disposable diapers brand. But let’s say your brand fully covers maternity & pre and post-natal care then it would be totally legit for you to decide to go that route. However, your physical store should be more in an effort to offer a unique experience to shoppers and should be combined with an e-commerce or/and distribution effort.

Why & How to reach out to Chinese parents & convince them to purchase your diapers brands?

1. It helps to create awareness for the product and build trust with potential customers.
2. A strong brand can help a product stand out in a competitive market.
3. Branding can help increase the perceived value of a product, making it more attractive to Chinese consumers.
4. Build trust with customers in such a sensitive market (keep in mind we are talking about baby targetted products)

Branding is crucial for brands wanting to succeed in China, here is a list of steps you want to take:

• Use Baidu to Give your Disposable Diaper Brand Visibility: You should definitely promote your disposable diapers brand on Baidu to target Chinese parents. some general tips for promoting a disposable diapers brand on Baidu include conducting keyword research to identify relevant keywords and phrases, creating high-quality content that engages and informs potential customers about the benefits of using disposable diapers, and using effective Baidu SEO tactics to ensure that your website appears near the top of search engine results pages for relevant queries. Obviously, you’ll need a website in Chinese that is optimized to rank on Baidu meaning no google API and server located in china or close to china.

• Chinese social media: Social media is an incredibly popular channel in China. In fact, more than 700 million people use social media in China, which means there’s a large potential audience for your diaper brand. Chinese ocial media allows you to target parents specifically. This is important because Chinese parents are often extremely concerned with the quality and safety of their children’s diapers. By using social media to reach out to them directly, you can assure them that your brand meets all of their high standards. Social media allows you to create dynamic and engaging content that will capture the attention of Chinese parents. We suggest diapers brand to invest on Wechat, Weibo and Xiaohongshu marketing, through community management and paids ads, but also Kols marketing.

• PR & Kols: PR is one of the most cost-efficient ways to build a relationship of trust with Chinese parents. Indeed, having a trusted 3rd party aligning its name with your brand is a power move that official brand communication will never achieve. Repeat this with multiple media and KOLs in the maternity realm and you’ll not only be building a strong presence online but you’ll also benefit from the trust customers have in this media.

• Forums & Q&A: They serve a similar function to KOLs & PR marketing, building trust and visibility but instead of influencers and trusted media, you are levaraging the power of peer reviews and word of mouth. The bonus: after a while, you’ll benefits from UGC (user generated content) or in other word, organic content about your brand that will keep feeding the discussion about your brand and your visibility online in China.

Want to start selling your diapers brand in China?

GMA has been helping brands grow in china for 10 years now. Our team of experts will help you reach your goals, contact us and ask for a free consultation

Why are Chinese parents spending so much money on infant products?

A new age parent is on the rise, with a strong focus on improving their quality of life and a growing trend toward health awareness. 

One of the most important things for Chinese parents is to ensure that their children have a successful future. This means giving them every opportunity to excel in life, and part of this is investing in high-quality products and services from an early age. This includes everything from education to nutrition, and it’s no different when it comes to baby products.

Chinese Consumers (and parents) focus on 3 main points:

• Career
• Health 
• Leisure

And with both the current lifestyle shift and concern for quality issues, Chinese consumers & future parents are ready to pay premium prices for convenience and safety.

The new 3-child policy to solve China’s aging problem + the growth of the online eCommerce market + 300 million active mobile internet users with under 12yo children mean an increasing demand for baby care products in other words a gold mine for companies. 

Where do Chinese Parents purchase baby goods:

With baby products being one of the most popular purchases made on Social media and increasing mobile penetration in China, it’s no surprise that there will be an increased focus on social e-commerce. Here is a list of Chinese parents’ favorite social eCommerce apps.

• VIP Shop
• Taobao
• JD
• Xianyu
• Pinduoduo

What is Social eCommerce?

In China, social e-commerce means using social media platforms to buy and sell products and services. For example, a business might use WeChat to sell its products directly to customers, or a customer might use WeChat to buy products from a store.

Social e-commerce is becoming increasingly popular in China because it’s convenient and efficient. It allows businesses to reach a large number of potential customers, and it allows customers to easily find the products they’re looking for. Additionally, social media platforms are very interactive, so customers can ask questions and get help with their purchases. In 2020, QuestMobile showed a +13% YoY growth rate of time spent by Chinese parents on the internet.

When it comes to baby goods, Chinese parents are some of the biggest consumers of social e-commerce, reading online reviews and following many KOL/KOCs/Communities. 

Baby Bottles Market Overview

The global Baby Bottles market size is expected to grow from USD 1557.7 million in 2020 to USD 2492.4 million by 2027; it is expected to grow at a CAGR of 6.8% during 2021-2027.

A market on the rise, driven by an increasing number of working women and the rising acceptance of busy lifestyles and infant formula.

Milk bottle sub-category:

• Based on Tmall data, the 3-year compound growth rate is 14.6% (2017-2020) for milk bottles. 
• The total category sales is 1.886 billion RMB in 2020. 
• The category trend grows steadily, and it is a cash cow market.
• With an estimated compound growth rate of 10%, the total category sales will be 2.075 billion RMB in 2021 and will increase to about 2.7 billion RMB in the next three years.

Baby Bottles Products types:

• Glass bottles
• Plastic bottles: expected to reach $1.7B USD by 2026 with a CAGR of 4.3%
• Silicon bottles: expected CAGR of 4.5% up to 2026
• Metallic / Titanium bottles (new niche)

Market Leader in China

• Pigeon: In 2020, the Japanese baby product maker Pigeon launched a direct-to-consumer scheme in China to gain back an important segment it lost because of coronavirus travel restrictions. The brand benefits from the trust of Chinese consumers thanks to its intensive branding efforts and the market represent 60% of its operating profit. With the decreasing Offline sales, Pigeon hopes to achieve 60% of its china sales through online channels by 2022.

Other main market Competitors:

• Comotomo
• Avent 
• NUK 
• Philips
• Tommee Tippee
• Goodbaby

Domestic brands are also expanding fast in the market, while improving the quality of their products, being very competitive in terms of pricing, and developing their brand’s reputation. Three main strategies have led a number of local brands to have successfully established themselves in the market.

HEGEN: Popular Chinese Baby care and bottles brand:

• HEGEN entered the Chinese market in 2016 and opened a flagship store on Tmall.
• After more than 4 years of development, the sales of Hegen have exceeded 200 million RMB in Tmall in 2020.
• Hegen caters to the pursuit of innovative functions and fashion design by young Chinese parents. The brand image is positioned as the ‘Hermes in the milk bottle category’.
• HEGEN Tmall store

In matured and highly competitive market such as the Chinese one, product innovation will also be a key element of brand competitiveness. Can be put in relation to the rising trends of product personalization being a hit among millennials and the young generation. 

Selling Baby Bottles and Babycares goods in China: Challenges

Not only you’ll have to deal with the competition, but also the extreme wariness of Chinese parents that is fueled by a well-alive counterfeits market.

Offline Counterfeit of baby care goods:

The Chinese government has a number of laws in place to protect parents from the sale of counterfeit baby goods. These laws include penalties for manufacturers and sellers of fake baby products, as well as requirements that all baby products be registered with the government.

In addition, the Chinese government operates a hotline parents can call to report any counterfeit baby products they may have encountered. This hotline allows the government to track down and shut down factories that produce these fake products. Not only do these regulations protect consumers, but they also are very welcome for legit brands that seek to protect themselves from these counterfeits.

Here are 3 cases of judgment for babycare counterfeit

• The Pinghu Administration for Market Regulation (AMR) of Zhejiang province inspected and confiscated 16 Hegen baby bottles from a store in response to an official complaint. The administrative enforcement authority imposed fines worth RMB$25,000 as the seller could not provide supplier qualification certificates or any proof regarding the legitimacy of its products
• In March 2020, police in Guangzhou tracked down and arrested two men who were falsifying production dates on milk powder product codes. The duo operated an underground factory where they worked with other employees to produce false information about the products’ origins as well as authenticity seals from four popular brands of baby formula that are widely available across China
• In October 2019, the Shanghai Police Department collaborated with police officers from Guangdong and Henan provinces to raid 18 production and distribution premises that were involved in an illegal supply chain for baby care products.
• The Joint Forces seized over 150,000 baby bottles and 200 million feeding bottle nipples with a retail value of 50 million RMB. 32 suspects were arrested for counterfeiting registered trademarks as well as selling illegal products

Babycare Counterfeits Goods Online: 

In the first half of 2021, 12 million complainants submitted 51 thousand complaints about goods in relation to baby care. The fine was a hefty RMB$216,600. Locals AMRs also gave over 2 million RMB worth of compensation for consumers’ losses!

Here are some examples of cases:

• The Hangzhou Intermediate People’s Court rejected the claims by an individual Mr.Hu in 2019 when he refused to accept his punishment decision made through Jiaxin AMR for selling illegal milk powder online on Taobao, leading him to be fined RMB427k! It was the first case of first internet administrative litigation for a seller refusing to pay his fine.
• In yet another instance, a Chinese man was recently arrested for selling infringing products through his online store. The Shanghai Jiading Court sentenced him to one year and three months imprisonment as well as fines worth 80 thousand RMB ($1300 USD) on charges that he sold counterfeit baby bottles alongside feeding bottle nipples carrying the Japanese brand “Pigeon/贝亲”
• Source

Whether it’s online or offline, Chinese parents are aware of counterfeits and due to their strong health, Chinese parents are now even more stringent about checking the authenticity of their products, primarily because they’re aware that there’s a thriving counterfeit industry. They spend double time making sure they are paying for the right product and not some shady/dangerous counterfeit or low-quality brands. It’s causing a distrust for new brands and new players in the baby bottles (babycare) market will have to invest heavily in building a strong reputation for their name.

Solutions to Counter Counterfeiting for Baby Bottles Producers?

Companies can not stop counterfeiting but there are ways they can limit its impact of it on their sales and reputation. Here are a few solutions that baby bottle producers can use to help combat counterfeiting:

• Protect their brands legally with trademarks and proper registration in China.
• Use unique and difficult-to-replicate designs for their baby bottles. This will make it more difficult for counterfeiters to produce fake bottles that look convincingly similar to the real thing.
• Use anti-counterfeiting features on their bottles, such as holograms or watermarks. This will help ensure that consumers can tell the difference between genuine and fake bottles.
• Have a tracking system in place that records the production details of each bottle, including time, date, and location. This will help identify any fraudulent bottles that may enter the supply chain.
• Strong branding and strong presence online and through official accounts on Chinese social media to secure their narrative.

Promoting Baby Bottles Brands in China (Control the Narrative)

Important to build a strong brand image & reputation, and put forward their official store or official resellers.  Brand control will also be capitalized, to monitor online product information and make sure no fake reseller appears on some platform delivering wrong products. 

If willing to operate domestically,  foreign brands entering China with innovative baby care equipment, and patent applications for both core and auxiliary technology should be filed at the China Intellectual Property Office (IPO).

Baidu SEM

baby care brands in China need Baidu SEO because that’s the primary search engine used in China. While Google is popular worldwide, Baidu is the dominant search engine in China, so companies that want to reach Chinese consumers need to make sure they’re ranking well on Baidu.

By optimizing their websites for Baidu search engines, baby care brands in China can make sure that their content appears at the top of Chinese search results pages. This not only helps to attract more visitors to their websites but also helps to build brand awareness and trust among Chinese parents.

Chinese Social Media:

Chinese social media platforms offer brands a unique opportunity to connect with potential customers in a way that is more personal and interactive than traditional advertising. Platforms like WeChat and Weibo allow brands to build relationships with customers by providing engaging content, such as videos, images, and articles.

Furthermore, by using the official accounts features of Chinese social media, brands ensure that they set themselves apart from copy-cat and have full control over their storytelling – the concept is rather similar to buying all the domain names similar to your brand to make sure no one will use your brand notoriety, make money on your effort or discredit your brand by using shady business methods.

Here are some top Chinese Social media that baby bottle brands should consider:

• Wechat: A wechat official account is a great way to build a relationship with your customers and keep them updated on your latest products and promotions. It’s also a great way to collect feedback from your customers and learn what they like and don’t like about your products. With a wechat official account, a brand can provide valuable customer service, share parenting tips, and give users a chance to interact with the brand in a more personal way.
• Weibo: Weibo offers brands a high degree of engagement with users, as users can respond to posts directly and add comments. Additionally, Weibo’s search function makes it easy for users to discover new brands and products. Overall, Weibo is an excellent platform for attracting Chinese parents who are looking for information on babycare products and trends.
• Xiaohongshu: Babycare brands in China should use Xiaohongshu marketing. Xiaohongshu is a social media platform popular with millennials, and it’s the perfect platform to reach parents-to-be with information about baby care products. The platform emphasizes product authenticity and word-of-mouth marketing. This makes it the perfect platform for babycare brands to connect with potential customers. Because of the trust that Xiaohongshu users have in the platform, they’re more likely to recommend products they’ve tried to their friends and family members. This makes it the perfect platform for reaching new customers through referrals.

Undercover Marketing & Peer Reviews through Forums & Kols

Many Chinese parents feel that babycare brands are more interested in making a profit than in providing high-quality products, and they’re often unwilling to trust brands even when there is proof of their safety and efficacy. So many baby care brands have to resort to undercover marketing tactics in order to get their products into the hands of Chinese parents through peer-to-peer reviews. Chanel like Baidu Zhidao and Zhihu is perfect for this. For more “official” peer reviews, collaborate with Kols and Koc.

• Zhihu Marketing in short: Share valuable insights and thoughts on your industry or niche, and position yourself as an expert in your field. This will help you attract new followers and potential customers. Use Zhihu to build relationships with potential customers: Take the time to connect with people who have interests or needs that align with your business, and provide them with valuable information and resources. By providing value upfront, you’ll make it more

• Baidu Zhidao: Make sure your brand is well represented on Baidu Zhidao by engaging in relevant discussions and providing valuable insights and solutions to other users’ questions. This will help increase the visibility of your brand and encourage others to trust your expertise. Additionally, you can use targeted advertising on Baidu Zhidao to reach more consumers interested in baby care products and services.
• Kols Marketing: Studies have shown younger parents are some of the most responsive to Kol and Koc marketing. KOLs are highly trusted by Chinese parents, who often turn to them for product recommendations. They can help build brand awareness and trust among consumers, and can also promote products through their social media channels. By collaborating with KOLs, brands can connect with China’s massive online population and drive sales growth in this important market. Work with Kols specialized in the field or that are susceptible to having an audience of young parents.

Chinese Online Channels to Sell Baby care and bottles in China

It’s important for babycare brands to sell on Chinese eCommerce platforms because the majority of parents in China are increasingly using online channels to make their purchasing decisions. Furthermore, just like strong online marketing, having an online flagship store, helps you protect the integrity of your brand.

Baby & Maternity specialized marketplace:

• Mia.com
• Muyingzhijia
• Beibei

Most popular marketplace to buy baby care products in China:

• VIP Shop
• Taobao
• JD
• Xianyu
• Pinduoduo

With the topic of eCommerce being extremely vast, we invite you to have a look at our eCommerce guide for China. We list and describe the most popular Chinese eCommerce apps, their cost, their pros and cons, and registration requirements.

Start Selling your Infant Feeding Bottles in China, contact-us

Drop us a request and ask for a free consultation as well as our baby and infant care case studies in China.

What about anti-oxidant? It is a substance that inhibits oxidation. An example, a substance like vitamins C could remove damaging oxidizing agents in a living organism.

The rise of infant probiotic and anti-oxidant market in China

Nowadays, China represents 55% of the Probiotic/Vitamins market, and the growth is only set to continue. China is the third biggest market globally for probiotics dietary supplements, slowly overtaking Italy in second place.

The infant probiotic and anti-oxidant segment are two of the most famous sectors for foreign brands which look at China to expand their business. But why? Because Chinese parents buy infant nutrition products more than parents of any other country.

The baby formula market is growing faster than ever in China. Due to the growing concern about their babies’ health, Chinese mothers are willing to pay more for baby milk powder.

Why Chinese parents prefer foreign infant probiotics and anti-oxidant?

Chinese Internet users aged 20 to 59 with children below 18, 64% had bought probiotics from foreign brands.

Foreign brands are considered more reliable by Chinese consumers who have been disappointed by the many scandals that involved domestic brands in the past. The most famous is the “infant formula scandal” that happened in 2008 when six babies died, and many others got illness due to the adulteration of formula milk ingredients with melamine. The company involved in this scandal was Sanlu Group, one of the leading producers of dairy products in the country.

Furthermore, to avoid illness many Chinese consumers start to trust foreign brands which don’t have this kind of trouble.

Why do Chinese consumers spend a lot on infant probiotics and anti-oxidant?

Generally, Chinese consumers have always shown significant interest in products belonging to the infant nutrition segment. For instance, in Australia, the demand for infant powder milk BY Chinese people was huge; so people have trouble finding the product on the shelves of many supermarkets.

This has worried a lot of international health organizations and the Chinese government since it shows another not so positive aspect of Chinese society. The main reason behind the notoriety of infant nutrition products among Chinese parents is that many Chinese mothers stop breastfeeding their children before they are six months old. Not a good habit since even the World Health Organization recommended feeding babies only with breast milk till the end of the first six months of life.

Solutions for infant probiotics and anti-oxidant brands to enter the Chinese e-commerce market

Both online and offline distribution channels are very complex, with major companies across both channels seeking to take advantage of the growth in the Mother & baby sector, and differentiate their approach to the market from those of their competitors.

There are effective ways to ace the maternity and infant care e-market of China. Among which two are extremely vital to penetrate and sustain Chinese e-commerce platform; Branding and presence on well-known e-commerce platforms of China.

Marketing tip for foreign brands in 2021

Many brands that work in this sector must consider China as a completely new environment to explore. Regarding the Chinese culture, brands must adapt their marketing strategy to have success in China. They should consider also the vastness of Chinese territory.

To reach the peak, foreign brands should invest in technology and product segmentation. But what does really matters in this sector? The quality of the products is extremely crucial to expanding your audience. So, high quality of products will bring Chinese consumers to buy more and more.

To summarize, one more crucial aspect that cannot be missed is to localize a slice of your budget on digital marketing. Chinese love doing shopping online and they do it even more since the pandemic era began.

Sell infant probiotic and anti-oxidant in China

The two most used e-commerce platforms for selling infant probiotics and anti-oxidant in China are definitely Tmall and JD.com. Last year, although most transactions took place on Tmall (49.5%), the sales revenue was higher for JD.com (51.2%).

As we said to sell products in this sector you can definitely use Tmall. In fact, Tmall owns the biggest market share in the e-commerce market of China at 57%. It especially focuses on premium brands. This characteristic makes Tmall one of the most expensive e-commerce marketplace in China.

Regarding Chinese consumers, high price indicates high quality therefore many customers prefer buying their products from Tmall. This platform offers a huge variety of opportunities for international brands a cross-border service and directly sell products to Chinese consumers without being physically present in China.

To get started in China:

• To start working in the Chinese e-commerce market, international brands must be authorized distributors and have a corporate identity outside China.
• The company must be independent and hold retail and trade rights.
• The company must hold relevant inventory certification for the stock

Sell infant probiotics and anti-oxidant on Chinese eCommerce platforms

There are many requirements regarding international brands selling their product on JD.com, Tmall, Kaola, etc…;

Firstly, if you are new to the Chinese market, there are steps that need to be taken before even considering eCommerce as an option. In regards to registering on a Chinese eCommerce platform, hiring an agency will often be the easy way. But here are some documents and commodities that are commonly asked:

• Business registration document.
• ID of the major shareholders and directors.
• Chinese customer service must be provided and the product details page should be written in Mandarin.
• You can dispatch orders within 72 hours after it was placed
• The process for products return must be available in Mainland China.

How to build your infant probiotics brand’s reputation in China?

To build your reputation in China you definitely need:

1. SEO
2. Undercover marketing (PR and forums)
3. Social Media (Weibo, Little Red Book, Douyin/kuaishou)
4. Kols

1. A smart SEO strategy is necessary to build your eReputation in China

You’ll need:

• A website in mandarin hosted in east-Asia. You absolutely need to get rid of all google plugins and build the website specifically to please the Baidu algorithm.
• Original, compelling content.
• Keywords focus
• Quality backlinks

2. Undercover marketing (PR and forums)

To complete your SEO effort, go undercover on the net with the use of third-party media and platforms.

• Foums and Q&A such as Zhihu, Wenwen, Baidu Zhidao and so on
• Reviews on social media such as Litte Red Book
• PR on blogs and media related to Marterny and Infancy

Working undercover allows for more organic visibility. Forums tend to rank high on Baidu. Consumers community (KOC) has a tangible influence on consumers as well. Not only you’ll increase your visibility, but your credibility will go up as well, which is exactly what you are looking for when selling consumables for toddlers.

3. Social Media (Weibo, Little Red Book, Douyin/Kuaishou)

Social Media are another way to increase your visibility. Now, when it comes to maternity products there is a clear winner: RED (Little Red Book or Xiaohongshu)

RED: the reviews app

小红书 is a social e-commerce shopping app based in China. Targeting 18-to-35-year-old Chinese urban female. The platform helps users discover and buy luxury, fashion, beauty products, and also infant products from overseas. Thus, it shows you some tips about these products.

Red has also become the app to go for honest reviews. Since it caters to a mostly feminine public looking for foreign products, the app has naturally become a place where young mother share their experience.

Weibo: Micro-blogging and more

One more example to get Chinese consumers to know about your infant probiotics and the anti-oxidant product is definitely Weibo.

Weibo is an open social media that can be compared to Twitter in terms of virality. It is a great place to grow your visibility and work on your brand image as well as to be directly and openly commercial. We would also suggest paid ads on Weibo.

Do you want to sell infant probiotic and anti-oxidant products to Chinese consumers?

Contact GMA

If you want to read more about infant products:

• How to sell infant formula in China
• Infant nutrition

Also, the well-known website Statista confirm that that Chinese is a very interesting market:

• Revenue in the Baby Food segment is projected to reach US$82,842m in 2021. The market is expected to grow annually by 5.2% (CAGR 2021-2025).

• In global comparison, most revenue will be generated in China (US$82,842m in 2021).

• In relation to total population figures, per person revenues of US$57.06 will be generated in 2021.

• The average per capita consumption will stand at 5.0 kg in 2021.

   

Why Chinese parents spend so much on infant nutrition products?

Chinese in general, not only those living in China, have always shown particular interest in products belonging to the infant nutrition segment. In Australia, till when the Chinese can travel around the world (before Covid-19) the demand for infant powder milk was huge, people have problems finding the product on the shelves of many supermarkets.

This behavior has worried international health organizations and the Chinese government since it shows another not so positive aspect of Chinese society. The problem that the main reason behind the popularity of infant nutrition products among Chinese parents is that many Chinese mothers stop breastfeeding their children before they are six months old. Not a good habit since even the World Health Organization recommended feeding babies only with breast milk till the end of the first six months of life.

Why do Chinese women stop breastfeeding very early on?

According to a survey published by the Journal of Child Health Care, the reasons given for breastfeeding cessation are:

• insufficient milk supply
• medical reasons
• lactational factors
• return to work early
• going to work in cities far from home, leaving their babies to families.

But other sources reveal that this behavior is also caused by the aggressive advertisement of infant nutrition brands (mothers declared to have been contacted even during their stay in the hospital).

Chinese prefer foreign infant nutrition brands

Foreign brands are considered more reliable by Chinese consumers who have been disappointed by the many scandals that involved domestic brands in the past. The most famous is the “infant formula scandal” that happened in 2008 when 6 babies died, and many others fell ill due to the adulteration of formula milk ingredients with melamine. The company involved was Sanlu Group, one of the leading producers of dairy products in the country.

2021 infant nutrition segment trends

• Children’s milk powder keeps being popular even if there’s been a slowdown of births in the last two years
• While self-made mashed rice was a very popular food 20 years ago, parents prefer to buy rice cereals produced by brands today
• In the past, parent prefer to feed their kids fresh fruits, nowadays buy more fruit puree and other kinds of snacks
• Chinese are inclined to buy Premium products rather than low-quality products (especially foreign brands)
• A2 milk (cow’s milk with a lower amount of protein the A1 form of beta-casein protein and is claimed to better suit babies’ more sensitive guts)
• “grass-fed” infant milk powder popularity is growing (according to Taobao). “Grass-Fed” products are appreciated because are considered healthier for containing more linoleic, Omega-3, and Carotene than any other kind of milk.
• Goat milk is also a growing category

How to sell your infant nutrition products in China?

1. Brands must assure that can export to China from their countries
2. Food products should be subject to rigid controls before being sold in China. A company must assure products meet the GB standards
3. Register your company to CDFA (China’s Food and Drug Administration) and with AQSIQ
4. Check the regulation for labeling and prepare your label according to that
5. Find a local distributor or Agent

Marketing tips for foreign infant nutrition brands in 2021

Companies have to consider China as a completely new environment to explore and understand. According to the unique Chinese culture, brands must reshape their marketing strategy and adapt their plans for China and for the different realities within the Chinese territory, which is huge.

To be successful, companies must invest in technology, innovation, and product segmentation.

High quality is also fundamental for foreign brands, which are perceived as sellers of unique ingredients, services, and know-how. Not by chance, the Chinese are willing to spend more money on foreign infant products.

Finally, another aspect that cannot be missed is to localize a slice of your budget on digital marketing. Chinese love doing shopping online and they do it even more since the pandemic era began.

What must a digital strategy for the Chinese market include?

1. Create a Chinese website hosted in China
2. Doing SEO and SEA on Baidu
3. Be present on the most relevant social media according to the target and product category. Read here to know more about social media in China
4. Create recommendation and reviews in forums, Q&A (like Zhihu), and specific social platforms for mothers (like Babytree or Mamabang)
5. Sell on one or more e-commerce platforms
6. Follow the trends. Today Key Opinion Leaders, Key Opinion Consumers, Livestreaming, and short videos are very powerful in China

Do you want to sell your infant nutrition products to Chinese consumers?

Contact GMA

GMA is a Digital Marketing Agency focus on the Chinese market.

We have seven years of expertise in this field and collaborate with many popular brands (give a look at our case studies)

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• Honey Market in China: Great Opportunity for Foreign Producers
• Sell and Distribute Wine in China in 2021