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China Children Products Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Children Products Retailing market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

This Report covers physical store and online retail sites selling significant ranges of goods meant for use by children in the People’s Republic of China. For the purposes of this Report, children’s retailing refers to retail chains, standalone stores and online retailers which predominantly or significantly stock products aimed specifically at children. These products include:

  • Food and drinks (eg growing-up milk formula, ready meals, beverages, supplements, etc)
  • Children’s toiletries (eg skincare, shower/bath products, etc)
  • Toys & games
  • Furnishings (eg bed linen, soft furnishings, beds, etc)
  • Equipment (eg bicycle, sports equipment, electronic equipment, etc)
  • Books and educational products
  • Clothing and footwear (including accessories)

Retailer channels covered by this Report include:

  • Specialised children’s products/toy stores
  • Supermarkets/hypermarkets
  • Domestic comprehensive online shopping websites (eg Tmall, JD.com)
  • Shopping malls/department stores
  • Brands’ official websites
  • Overseas online shopping websites (eg Amazon, mothercare. com)
  • Bought overseas (eg when travelling)
  • Domestic specialised children’s products/toy shopping websites
  • Social networks (eg Wechat)
  • Second-hand stores or websites (eg Xianyu)
  • Other channels

The products included in the coverage of this Report are:

  • Children’s toiletries (including skincare)
  • Toys & games
  • Furnishings (eg bunk beds with study area underneath)
  • Sports or electronic equipment (eg bicycle, tablets etc)
  • Books and media
  • Clothing and footwear

Expert analysis from a specialist in the field

Written by Matthew Crabbe, a leading analyst in the Research Asia-Pacific sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While growing well, the children’s products retail market is highly fragmented and competitive. The focus of that competition is now shifting from quality of products, towards more focus on quality of service. Services being sought include more expert advice on child development and product suitability from parents eager to obtain good information. There is also significant demand for children’s product retailers to provide more family-friendly facilities (such as playrooms, changing rooms, toilets, etc). Also, parents want to see more fun entertainments in-store, with more healthy and educational benefits to the products on offer. This applies equally to online retailers, who now have the ability to reach parents in lower tier cities, and even rural areas. By making their services as good as the quality of their products, retailers can improve their chances of standing out in this crowded market. Matthew Crabbe
Research Director, Asia-Pacific

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: China – Total market value for 5-14 children’s products, 2012-22
          • Companies and brands
            • Figure 2: China – Top-5 specialist online mother, baby and children's products retail platform sales (Gross Merchandise Volume), 2016
          • The consumer
            • Products bought by channel
              • Figure 3: Children's products bought, by channel, in the past 6 months, December 2017
            • Retailer brand image
              • Figure 4: Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
            • Researching products
              • Figure 5: Types of research conducted prior to buying children's products not previously bought, December 2017
            • Benefits sought
              • Figure 6: Factors most important to consumers when purchasing children's products, December 2017
            • Pocket money & learning to shop
              • Figure 7: Consumer behaviour when shopping with their children, December 2017
            • Attitudes to children’s shopping
              • Figure 8: Consumer attitudes to shopping for their children, December 2017
            • What we think
            • Issues and Insights

              • Shopping as education
                • The facts
                  • The implications
                    • Playing shop
                      • The facts
                        • The implications
                          • Kids versus parents
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market growing despite birth rate low
                                  • Parents investing more in their children
                                  • Market Size and Forecast

                                    • Introduction
                                      • Figure 9: China – Total market value for consumption of children’s products, 2012-22
                                  • Market Drivers

                                    • Child population growth negligible
                                      • Figure 10: China – Population aged 5-14 versus total population, 2012-17
                                    • Planning to have more kids
                                      • Figure 11: Intention to have another child among parents who have one child, 2015-17
                                    • Value rather than volume growth
                                      • Figure 12: China – Per capita consumption among the population aged 5-14, 2012-17
                                    • Parents willing to pay more for the best
                                      • Figure 13: Consumer attitudes to paying more to get the best products for their children, December 2017
                                    • Focus on health and development
                                      • Retail and children’s education
                                      • Key Players – What You Need to Know

                                        • Highly fragmented market
                                          • Beyond quality, make it fun!
                                          • Market Share

                                            • Online children’s products
                                              • Figure 14: China – Top-5 specialist online mother, baby and children's products retail platform sales (Gross Merchandise Volume), 2016
                                            • Online retailer platforms
                                              • Figure 15: China – Leading online B2C retail portals’ share of market value (by GMV), 2016
                                            • All retailers
                                              • Figure 16: China – Leading online and chain store retailers’ retail revenues and share of total retail sales, 2016
                                          • Innovative Competitive Strategies

                                            • Focusing on quality and safety
                                              • Adult brands target children
                                                • Kids’ luxury
                                                  • Being family-friendly
                                                    • Playtime shopping
                                                    • The Consumer – What You Need to Know

                                                      • Generalists versus specialists
                                                        • Quality products and service
                                                          • Broad-based research
                                                            • Health, safety and education
                                                              • Child spending power
                                                                • Paying for the best
                                                                • Products Bought by Channel

                                                                  • The online playground
                                                                    • Figure 17: Children's products bought, by channel, in the past 6 months, December 2017
                                                                  • What the generalists do well
                                                                    • Figure 18: Children's products bought, at domestic comprehensive online shopping websites, in the past 6 months, by Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                    • Figure 19: Children's products bought, at super/hypermarkets, in the past 6 months, by Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                  • What the specialists do well (and not)
                                                                    • Figure 20: Children's products bought, at specialised children’s products standalone stores, in the past 6 months, by Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                    • Figure 21: Children's products bought, at domestic specialised children's products/toy shopping websites, in the past 6 months, by Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                • Retailer Brand Image

                                                                  • Certified and specified
                                                                    • Figure 22: Features most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                  • The most influential factors
                                                                    • Figure 23: Features most important to consumers when choosing channels or retailers to buy products for children, by Factors most important to consumers when purchasing children's products, December 2017
                                                                  • Features sought by key consumer groups
                                                                    • Figure 24: Features most important to consumers when choosing channels or retailers to buy products for children, by Consumer attitudes to shopping for their children, December 2017
                                                                • Researching Products

                                                                  • Advice from far and wide
                                                                    • Figure 25: Types of research conducted prior to buying children's products not previously bought, December 2017
                                                                  • Researching for key benefits
                                                                      • Figure 26: Types of research conducted prior to buying children's products not previously bought, by Factors most important to consumers when purchasing children's products, December 2017
                                                                    • Assessing retailer product ranges
                                                                      • Figure 27: Types of research conducted prior to buying children's products not previously bought, by Features (product range) most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                    • Assessing retailer customer service
                                                                      • Figure 28: Types of research conducted prior to buying children's products not previously bought, by Features (customer service) most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                    • Assessing retailer price range
                                                                      • Figure 29: Types of research conducted prior to buying children's products not previously bought, by Features (price range) most important to consumers when choosing channels or retailers to buy products for children, December 2017
                                                                  • Benefits Sought

                                                                    • Health, development and adaptability
                                                                      • Figure 30: Factors most important to consumers when purchasing children's products, December 2017
                                                                    • Children’s specialists and comprehensive generalists
                                                                        • Figure 31: Top 3 factors most important to consumers when purchasing children's products, by Children's toiletries bought, by channel, in the past 6 months, December 2017
                                                                        • Figure 32: Top-3 factors most important to consumers when purchasing children's products, by Children's toys & games bought, by channel, in the past 6 months, December 2017
                                                                        • Figure 33: Top 3 factors most important to consumers when purchasing children's products, by Children's clothing & footwear bought, by channel, in the past 6 months, December 2017
                                                                      • Where product specialists vie with children’s specialists
                                                                        • Figure 34: Top 3 factors most important to consumers when purchasing children's products, by Children's furnishings bought, by channel, in the past 6 months, December 2017
                                                                      • Where product specialists beat children’s specialists
                                                                        • Figure 35: Top 3 factors most important to consumers when purchasing children's products, by Children's sports & electronic equipment bought, by channel, in the past 6 months, December 2017
                                                                        • Figure 36: Top 3 factors most important to consumers when purchasing children's products, by Children's books & media bought, by channel, in the past 6 months, December 2017
                                                                    • Pocket Money & Learning to Shop

                                                                      • Pockets and pester power
                                                                          • Figure 37: Consumer behaviour when shopping with their children, December 2017
                                                                        • Pocket money
                                                                          • Figure 38: Consumer behaviour (pocket money) when shopping with their children, by Consumer attitudes to shopping for their children, December 2017
                                                                        • Choosing what to buy
                                                                          • Figure 39: Consumer behaviour (choosing what to buy) when shopping with their children, by Consumer attitudes to shopping for their children, December 2017
                                                                        • Helping with grocery shopping
                                                                          • Figure 40: Consumer behaviour (helping with grocery shopping) when shopping with their children, by Consumer attitudes to shopping for their children, December 2017
                                                                        • Pester power
                                                                          • Figure 41: Consumer behaviour (pester power) when shopping with their children, by Consumer attitudes to shopping for their children, December 2017
                                                                      • Attitudes to Children’s Shopping

                                                                        • Little people; big opportunity
                                                                            • Figure 42: Consumer attitudes to shopping for their children, December 2017
                                                                          • Key consumer groups
                                                                            • Figure 43: Key consumer groups according to consumer attitudes to shopping for their children, December 2017
                                                                            • Figure 44: Key consumer groups according to consumer attitudes to shopping for their children, by Consumer attitudes to shopping for their children, December 2017
                                                                        • Appendix – Market Size and Forecast

                                                                            • Figure 45: China – Total market value for children’s products, 2012-22
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations