China Mother and Baby Products Retailing Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“Low fertility rates will continue to pose a challenge to China’s mother and baby product market. However, brands are presented with growth opportunities through product innovation and premiumisation as the young generation parents are seeking quality products to ensure the wellbeing of both their children and themselves. In the meantime, consumers of mother and baby products are highly sophisticated and their spending is cautious and intentional. This requires brands/retailers to utilise the various touch points to engage and communicate with consumers more smartly.”
– Diana Shao, Category Director
This report discusses the following key topics:
- Spending changes on various mother and baby product categories
- Where consumers source mother and baby-related information and purchase products
- How consumers perceive the mainstream information channels of mother and baby products
- Why consumers are attracted to purchase mother and baby products from online channels
- Consumers’ attitudes towards mother and baby products and brands
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
-
Executive Summary
-
- The market
- Figure 1: Best- and worst-case forecast of retail sales of mother and baby products, China, 2017-27 (fore)
- Despite challenges, market still sees opportunities for growth under consumption upgrading trend
- eCommerce becomes the main channel to drive sales of mother/baby products
- Companies and brands
- Traditional offline mother and baby retailers
- Babemax (爱婴室)
- Kidswant (孩子王)
- Vertical online mother and baby retailers
- BabyTree (宝宝树)
- Mia (蜜芽)
- Mother and baby product brands
- Goodbaby (好孩子)
- Yeehoo (英氏)
- Enhancing omnichannel shopping experience for consumers
- Deliver transparency to earn consumers’ trust
- Hegen incorporates sustainable concept into design of feeding bottles
- New Nanit Pro baby monitor facilitates caring for baby
- Innovative car seats improve comfort and safety for children
- Camping stroller from Elittle makes family trips easy
- The consumer
- Most baby product categories see spending increase
- Figure 2: Spending on mother and baby products by category, 2022
- Utilise online touchpoints to engage more parents
- Figure 3: Information sources for mother and baby products, 2022
- Engage consumers by leveraging the different advantages of information channels
- Figure 4: Evaluation of information channels of mother and baby products, 2022
- Online channels outperform offline in consumers’ shopping for mother and baby products
- Figure 5: Purchasing channels of mother and baby products, 2022
- Provide professional services alongside with wide coverage of products and brands
- Figure 6: Attractive features for buying mother and baby products from online channels, 2022
- Opportunities exist for brands to premiumise and cultivate brand loyalty and for emerging brands to develop
- Figure 7: Attitudes towards mother and baby products shopping, 2022
- What we think
-
-
Issues and Insights
- Bringing more sustainability into mother/baby product innovation
- The facts
- The implications
- Figure 8: Britax Römer carbon-neutral baby car seat, 2022
- Considering the mum when caring for the baby
- The facts
- The implications
- Figure 9: Boppy’s ComfyHug baby carrier made with yoga wear fabric, 2022
- Bringing more sustainability into mother/baby product innovation
-
Market Size and Forecast
- Mother/baby product market expects bumpy growth under declining fertility rate
- Figure 10: Retail sales of mother and baby products in China, 2018-22 est
-
- Figure 11: Best- and worst-case forecast of retail sales of mother and baby products, China, 2017-27 (fore)
- Mother/baby product market expects bumpy growth under declining fertility rate
-
Market Factors
- Low fertility rates present challenges and opportunities
- Figure 12: Number of new births and growth rates, China, 2015-21
- Increasing disposable income could potentially drive the adoption of high-end mother/baby products
- Figure 13: China’s per capita disposable income, 2016-22
- eCommerce becomes the main channel to drive sales of mother/baby products
- Low fertility rates present challenges and opportunities
-
Key Players Performance
- Traditional offline mother/baby products retailers
- Babemax (爱婴室)
- Kidswant (孩子王)
- Online vertical mother/baby products retailers
- BabyTree (宝宝树)
- Mia (蜜芽)
- Mother and baby product brands
- Goodbaby (好孩子)
- Yeehoo (英氏)
- Traditional offline mother/baby products retailers
-
Competitive Strategies
- Enhance omnichannel shopping experience for consumers
- Figure 14: Dada collaborated with brands and retailers on instant delivery services for mother and baby products, 2022
- Deliver transparency to earn consumers’ trust
- Figure 15: Pinduoduo launched “Mothers’ Transparent Factory” activity, 2022
- Enhance omnichannel shopping experience for consumers
-
Who’s Innovating?
- Hegen redefines feeding bottles
- Figure 16: Hegen feeding bottles and lids, 2022
- New Nanit Pro baby monitor facilitates caring for baby
- Figure 17: Nanit Pro’s baby monitor, 2022
- Innovative car seats improve comfort and safety for children
- Figure 18: Osann’s child seat with ventilation and CYBEX’s child car seat with full body airbag, 2022
- Camping stroller from Elittle makes family trips easy
- Figure 19: Elittle launched camping baby stroller for family trips, 2022
- Hegen redefines feeding bottles
-
Spending on Mother and Baby Products
- Most baby product categories see spending increase
- Figure 20: Spending on mother and baby products by category, 2022
- Mums continue to be the primary decision-makers in baby products consumption
- Figure 21: Spent more on baby products, by gender, 2022
- Parents planning to have more children drive consumption
- Figure 22: Spent more on mother and baby products, by plan to have more children, 2022
- Most baby product categories see spending increase
-
Source of Information
- Utilise online touchpoints to engage more parents
- Figure 23: Information sources for mother and baby products, 2022
- Leverage short video platforms to reach the post-90s
- Figure 24: Information sources of mother and baby products, by generation, 2022
- Mid/high household income consumers use more diverse information sources
- Figure 25: Information sources of mother and baby products, by monthly household income, 2022
- Utilise online touchpoints to engage more parents
-
Evaluation of Selected Information Channels
- Social media impresses parents with rich content and timely information
- Figure 26: Evaluation of social media as information source of mother and baby products, 2022
- Short video platforms excel at displaying rich and timely content and information
- Figure 27: Evaluation of short video platforms as information source of mother and baby products, 2022
-
- Figure 28: Evaluation of short video platforms as information source of mother and baby products, by gender, 2022
- Mother and baby online community/app differentiates by latest information and professional content
- Figure 29: Evaluation of mother and baby online community/app as information source of mother and baby products, 2022
- Social media impresses parents with rich content and timely information
-
Purchasing Channels
- Online channels outperform offline in consumers’ shopping for mother and baby products
- Figure 30: Purchasing channels of mother and baby products, 2022
- Strengthen brand loyalty to drive repeat purchases from consumers planning to have more children
- Figure 31: Purchasing channels of mother and baby products, by plan to have more children, 2022
- High-income consumers prefer brands’ DTC channels
- Figure 32: Purchasing channels of mother and baby products, by monthly personal income, 2022
- Online channels outperform offline in consumers’ shopping for mother and baby products
-
Attractive Features of Online Purchasing
- Provide professional services alongside wide coverage of products and brands
- Figure 33: Attractive features for buying mother and baby products from online channels, 2022
- Leverage smoother shopping experience and new products to attract mid/high-income consumers
- Figure 34: Attractive features for buying mother and baby products from online channels, by monthly household income, 2022
- Well-developed ecommerce blurs boundaries among city tiers, while consumers in tier 1 cities expect more imported goods
- Figure 35: Attractive features for buying mother and baby products from online channels, by city tier, 2022
- Provide professional services alongside wide coverage of products and brands
-
Attitudes towards Mother/Baby Products Shopping
- Drive consumption with high-end mother/baby products
- Figure 36: Selected attitudes towards mother and baby products shopping, 2022
- There are chances for brands to cultivate loyalty among sophisticated consumers
- Figure 37: Selected positive attitudes towards mother and baby products shopping, 2022
- Opportunities exist for emerging mother/baby product brands
- Figure 38: Selected positive attitudes towards mother and baby products shopping, 2022
- Drive consumption with high-end mother/baby products
-
Appendix – Market Size and Forecast
-
- Figure 39: Best- and worst-case forecast of value sales of mother and baby products retailing, China, 2017-27 (fore)
-
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Chinese Language Available
Mintel’s China consumer reports are also available in a Chinese language version, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Chinese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
