China Mother and Baby Products Retailing Market Report 2021
$ 4,995 (Excl.Tax)
Report Summary
“Premium product and professional service are what most young post-90s born parents are chasing. Most of them are highly educated, open-minded, aesthetically pleased and like to try something new. They love sharing ideas and experiences through online community and learning parenting advice from different channels. Brands should devote their efforts to establishing emotional connections and trust with these young parents, giving them peace of mind in this special time.”
– Janie Lai, Research Analyst
This Report covers the following areas:
- How consumers use multi channels to buy mother and baby products
- Factors that influence consumers in selecting the purchase channel
- Orientation of mother and baby products premiumization
- Triggers to attract consumers to visit physical mother and baby stores
- What are the chosen information sources for parenting kids
- What priority is more important in the process of parenting kids
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Excluded
- What you need to know
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Executive Summary
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- The market
- The outlook for the next 5 years is promising
- Figure 1: Forecast of retail sales value of mother and baby products, 2016-26 Fore
- Companies and brands
- Kidswant still dominates the large portion of the market
- JD Dads Festival integrated multiple channels to engage families and brands
- Figure 2: JD super posters, 2021
- Yun yun AI baby monitor to record every special moment
- Figure 3: Cubo Ai smart baby monitor, 2021
- The consumer
- Comprehensive shopping website is still dominating the retail channel
- Figure 4: Factors of purchase channel selection, 2021
- Customer reviews and product value impact the purchase channel selection
- Figure 5: Factors of purchase channel selection, 2021
- Safety remains the top concern in premium baby products
- Figure 6: Premium Products features, 2021
- Good value and customized service attract visitors in-store
- Figure 7: Triggers to shop offline store, 2021
- Babies’ physical and mental health are equally important in parenting
- Figure 8: Priority of parenting baby, 2021
- Expert advice is most trustworthy source of parenting information
- Figure 9: Source of information, 2021
- What we think
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Issues and Insights
- Diversification and quality lead traffic
- The facts
- The implications
- Figure 10: Babycare好物集 official commercial website, 2021
- Premium product requires traceable ingredients and functional benefits
- The facts
- The implications
- New parenting concepts drive premiumisation trend
- The facts
- The implications
- Diversification and quality lead traffic
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Market Size and Forecast
- Maternal and infant industry is prospected to scale
- Figure 11: Retails sales value of mother and baby product retailing, 2016 to 21 (est)
- Figure 12: Population of new births, 2015-2021(est)
- Figure 13: Retail sales forecast of mother and baby product retailing, 2016-26 Fore
- Maternal and infant industry is prospected to scale
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Market Factors
- Consumption upgrading becomes major stimulus of the growth
- Diversification of purchase channels bring more entertainment and convenience
- Technology improves shopping experience and delivers customized service
- Consumption upgrading becomes major stimulus of the growth
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Market Segmentation
- Baby food segment still shares the most in the market value
- Figure 14: Market value share by product segment, 2021
- Baby food segment still shares the most in the market value
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Key Players Performance
- Omni-channel and privately owned membership nudge Kidswant (孩子王) to be a leading brand
- GoodBaby (好孩子) develops algorithms in social media for recommendation
- Omni-channel and privately owned membership nudge Kidswant (孩子王) to be a leading brand
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Competitive Strategies
- Product innovation in functions and design
- Visual marketing is a catalyst for store visiting
- JD Dads Festival to cater for the dad’s economy
- Product innovation in functions and design
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Who’s Innovating?
- IP collaboration to raise brand recognition
- Figure 15: iFrog baby toothbrush collaborated with Pokémon, 2021
- Yun Yun AI baby monitor
- Figure 16: Cubo AI baby monitor, 2021
- IP collaboration to raise brand recognition
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Purchased Product by Channels
- Comprehensive Shopping website is still dominating the retail channel
- Figure 17: Purchased mother and baby products by channels, 2020 vs 2021
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- Figure 18: Purchased mother and baby products by channels, 2021
- Opportunity lies in social commerce in the lower tier cities
- Figure 19: Channel usage in purchasing feeding products category, by city tier, 2021
- Brand reputation matters in baby feeding product in lower tier cities
- Figure 20: Purchased baby feeding products via brand’s official websites/apps, by city tier, 2020 vs 2021
- Young parents trust physical stores for shopping baby care products
- Figure 21: Purchased baby care products by channels, by age, 2021
- Community-based platforms favoured by moms
- Figure 22: Product purchase by channel, by gender, 2021
- Comprehensive Shopping website is still dominating the retail channel
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Factors of Channels Selection
- Good customer reviews are the most important factor in purchase channel selection
- Figure 23: Factors in selecting channels for purchasing mother and baby products, 2021
- Post sales service is as significant as customer reviews to Gen Z respondents
- Figure 24: Factors in selecting channels for purchasing mother and baby products, by age, 2021
- Higher income families have more demand on professional services and premium experiences
- Figure 25: Factors of purchase channel selection, by monthly household income, 2021
- Good customer reviews are the most important factor in purchase channel selection
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Product Premiumization
- Safe materials and certification still remain the top of mind among the consumers
- Figure 26: Triggers for buying premium mother and baby products, 2021
- Instead of appealing product appearance, easy to use and clean is more valuable to Gen Z parents
- Figure 27: Triggers for buying premium mother and baby products, by age, 2021
- Safe materials and certification still remain the top of mind among the consumers
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Triggers to Attract Shoppers
- Multiple service and product availability attract customers to visit stores
- Figure 28: Triggers to appeal customers to visit mother and baby product stores, 2021
- More females than males look for high technology shopping
- Figure 29: Triggers to appeal customers to visit mother and baby product, by gender, 2021
- Young parents prefer store with professional service in parenting skills and psychology consultation
- Figure 30: Triggers to appeal customers to visit mother and baby product stores, by age, 2021
- Finance management and kids’ insurance service interesting to parents with higher income
- Figure 31: Triggers to appeal customers to visit mother and baby product stores, by monthly personal income, 2021
- Multiple service and product availability attract customers to visit stores
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Priority of Parenting Baby
- Nutrition and feeding matters the most in parenting
- Figure 32: Priority of parenting baby, 2021
- Health and wellness is high up for young parents
- Figure 33: First priority of parenting baby, by age, 2021
- Nutrition and feeding matters the most in parenting
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Source of Information
- Experts and experienced peer moms/dads are two most trusted information source
- Figure 34: Source of information for selected parenting things, 2021
- Brand reputation represents reliability to most young parents in purchasing baby products
- Figure 35: Source of information for selected parenting things, by age, 2021
- More female than male trust advice from salesperson in shopping malls/websites in selecting early education
- Figure 36: Source of information for selected parenting things, by gender, 2021
- Recommendations from KOLs on social media for the post-90s
- Figure 37: Source of information for selected parenting things, by generation, 2021
- Experts and experienced peer moms/dads are two most trusted information source
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Appendix – Market Size and Forecast
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- Figure 38: market sales value of mother and baby products retailing, china, 2016-26
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Appendix – Market Segmentation
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- Figure 39: market sales value by segment, 2016-26
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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