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Mother and Baby Products Retailing - China - September 2015

“The mother and baby products retail market has not only grown quickly, but it has also quickly moved online. However, it is a market where trust in quality and advice are crucial. Consumers need to be convinced of product quality in-store before they go on to buy online.

Building brand trust and confidence increasingly means companies must not only sell high quality products, but also provide a high level of expertise and advice. This means developing new services with the help of infant development experts and institutions, but also training staff to deliver that expertise.

As the market quickly expands into lower tier cities, brands and retailers must see their business expansion not just in terms of product delivery logistics, but also in terms of service and expertise delivery. It also requires better provision of information and engagement with consumers, using all retail channels (both online and in-store), as well as engaging with consumers through social networks.”

– Matthew Crabbe – Director of Research, Asia-Pacific

This report looks at the following areas:

  • Previous purchasing of baby products
  • Important factors influencing retailer choice
  • Planning and research prior to product purchase
  • Factors influencing product purchase
  • Health and safety factors influencing product purchase
  • Attitudes towards mother and baby products

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • The market
            • Figure 1: China – Total retail market for mother and baby products, 2010-2020
          • Companies and brands
            • Figure 2: China – Mother and baby products retail sales, by format, 2014
          • The consumer
            • Previous purchasing of baby products
              • Figure 3: Mother and baby products bought by consumers in the past 12 months, May 2015
            • Important factors influencing retailer choice
              • Figure 4: Factors influencing choice of retailer for mother and baby products, May 2015
            • Planning and research prior to product purchase
              • Figure 5: Period when consumers look for information for different types of baby products, May 2015
            • Factors influencing product purchase
              • Figure 6: Key factors influencing consumer choice of baby products, May 2015
            • Health and safety factors influencing product purchase
              • Figure 7: Key health and safety factors important to consumers when choosing which products to buy, May 2015
            • Attitudes towards mother and baby products
              • Figure 8: Consumers’ attitudes towards purchasing mother and baby products, May 2015
            • What we think
            • Issues and Insights

              • The pros and cons of in-store versus online
                • The facts
                  • The implications
                    • What’s next?
                      • Being the fount of expert advice
                        • The facts
                          • The implications
                            • What’s next?
                              • Safety remains the prime motivator
                                • The facts
                                  • The implications
                                    • What’s next?
                                    • The Market – What You Need to Know

                                      • Consumers will continue to trade up
                                        • Increasing shift towards non-food spending
                                          • Low birth rate means more scope for trading up
                                          • Market Size and Forecast

                                              • Figure 9: China – Total retail market for mother and baby products, 2010-2020
                                          • Market Segmentation

                                            • Food dominates the market
                                              • Figure 10: China – Retail sales of babycare products, 2011-15
                                            • Great potential in driving non-food sectors
                                              • Figure 11: China – Growth in retail sales of babycare products, 2011-15
                                            • Marketing of products could start sooner
                                              • Figure 12: Period when consumers look for information for different types of baby products, May 2015
                                          • Market Drivers

                                            • A mini baby boom?
                                              • Figure 13: Number of babies aged 0-3, 2011-15
                                            • Per capita spending rising
                                              • Figure 14: China – Mother and baby products per capita sales as a % of per capita average urban income, 2011-15
                                            • Investing in better quality
                                              • Still room to promote child car seats
                                              • Key Players – What you need to know

                                                • More retail shifts online
                                                  • Online retailers dominated by Tmall
                                                    • Specialist retailers competing to be the source of advice
                                                    • Format Share

                                                      • Retailers shifting to online selling
                                                          • Figure 15: China – Share of mother and baby product sales by retail format, 2012-14
                                                        • Online potential for deeper penetration
                                                        • The Big Online Portals

                                                          • Tmall
                                                            • JD.com
                                                              • Suning
                                                                • Other notable online retail sites
                                                                  • Dangdang Mother and Baby (当当孕婴童)
                                                                    • Yihaodian (1号店母婴)
                                                                      • Amazon China (亚马逊母婴)
                                                                        • Beibei Wang (贝贝网)
                                                                        • Key Mother and Baby Specialists’ Differentiation

                                                                          • Babies to Kids (乐友孕婴童)
                                                                            • Baby King (孩子王)
                                                                              • Goodbaby (好孩子)
                                                                                • Other key mother & baby specialists
                                                                                  • Aqin (爱亲母婴生活馆)
                                                                                    • Baby Island (爱婴岛)
                                                                                      • Qinqin Baby (亲亲宝贝)
                                                                                        • Lijia Baby (丽家宝贝)
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Online purchasing has significant impact
                                                                                            • Genuine, safe products lead in-store; price and range lead online
                                                                                              • Product consideration begins well before birth
                                                                                                • Advice and recommendation avidly sought
                                                                                                  • Consumers consider many health & safety factors
                                                                                                    • Trust significantly influences consumer attitudes
                                                                                                    • Previous Purchasing of Baby Products

                                                                                                      • Online purchasing has significant impact
                                                                                                        • Figure 16: Mother and baby products bought by consumers in the past 12 months, May 2015
                                                                                                      • Experience/age impacts online/in-store channel choice
                                                                                                        • Figure 17: Mother and baby products bought by consumers in the past 12 months, by age group, May 2015
                                                                                                      • Higher income consumers more likely to buy online
                                                                                                          • Figure 18: Mother and baby products bought by consumers in the past 12 months, by monthly household income group, May 2015
                                                                                                        • In-store versus online very different by city tier
                                                                                                          • Figure 19: Mother and baby products bought by consumers in the past 12 months, by city tier, May 2015
                                                                                                      • Factors Influencing Choice of Retailer

                                                                                                        • Genuine, safe products lead in-store; price and range lead online
                                                                                                          • Figure 20: Factors influencing choice of retailer for mother and baby products, May 2015
                                                                                                        • Retailer choice factor differences
                                                                                                          • Figure 21: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by age group, May 2015
                                                                                                          • Figure 22: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by monthly household income group, May 2015
                                                                                                      • Planning and Research Prior to Product Purchase

                                                                                                        • Product consideration begins well before birth
                                                                                                          • Figure 23: Period when consumers look for information for different types of baby products, May 2015
                                                                                                        • Research skills shape information priorities
                                                                                                            • Figure 24: Period when consumers look for information on infant formula milk and supplementary baby foods, by level of educational attainment, May 2015
                                                                                                          • Information sources sought for baby foods
                                                                                                            • Figure 25: Period when consumers look for information on infant formula milk and supplementary baby foods, by key factors influencing consumer choice of baby products, May 2015
                                                                                                          • Information sources sought for non-food products
                                                                                                            • Figure 26: Period when consumers look for information on nappies/diapers and baby skincare products, by key factors influencing consumer choice of baby products, May 2015
                                                                                                        • Factors Influencing Product Purchase

                                                                                                          • Advice and recommendation avidly sought
                                                                                                            • Figure 27: Key factors influencing consumer choice of baby products, May 2015
                                                                                                          • Younger mothers seeking professional advice
                                                                                                            • Figure 28: Key factors influencing consumer choice of baby products, by age group, May 2015
                                                                                                          • Independent information gathering grows with income
                                                                                                            • Figure 29: Key factors influencing consumer choice of baby products, by monthly household income group, May 2015
                                                                                                        • Health and Safety Factors Influencing Product Purchase

                                                                                                          • Consumers consider many health and safety factors
                                                                                                            • Figure 30: Key health and safety factors important to consumers when choosing which products to buy, May 2015
                                                                                                          • Income affects consumers’ considerations
                                                                                                            • Figure 31: Key health and safety factors important to consumers when choosing which products to buy, by monthly household income group, May 2015
                                                                                                          • Age and experience also affects choice
                                                                                                            • Figure 32: Key health and safety factors important to consumers when choosing which products to buy, by age group, May 2015
                                                                                                        • Attitudes towards Mother and Baby Products

                                                                                                          • Trust significantly influences consumer attitudes
                                                                                                            • Figure 33: Consumers’ attitudes towards purchasing mother and baby products, May 2015
                                                                                                          • Demand for knowledge rises with income level
                                                                                                            • Figure 34: Consumers’ attitudes to purchasing mother and baby products, by monthly household income group, May 2015
                                                                                                          • But consumer attitudes are very different by city
                                                                                                            • Figure 35: Consumers’ attitudes towards purchasing mother and baby products, by tier 1 city, May 2015
                                                                                                            • Figure 36: Consumers’ attitudes towards purchasing mother and baby products, by tier 2 & 3 city, May 2015
                                                                                                        • Appendix – Market Size and Forecast

                                                                                                            • Figure 37: China – Total market value for mother and baby product retail sales, 2010-20
                                                                                                        • Appendix – Methodology and Abbreviations

                                                                                                          • Methodology
                                                                                                            • Abbreviations

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Mother and Baby Products Retailing - China - September 2015

                                                                                                            £3,195.84 (Excl.Tax)