Baby products

China’s baby care market is on the rise. Millennial parents have a huge demand for organic baby formula and food. They are seeking the greatest nutrition and a certificate of approval. Chemical-free baby products, organic fabrics, and textiles are on the must-have list of every parent in China.

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Why is China’s baby care market growing in 2024?

  1. Government Policies: The introduction of the three-child policy in China has significantly impacted the baby products market. This policy, aimed at addressing the country’s aging population, has increased the demand for baby care products such as infant formula, diapers, and wipes. The shift from the previous two-child policy has opened up a larger market for these products​​.
  2. Affluence and Middle-Class Growth: China’s growing middle class, with increasing disposable income, is more inclined to spend on high-quality and safe baby care products. This trend is especially evident in the preference for imported brands, which are often perceived as safer and of higher quality than local options. The willingness of this demographic to spend on premium brands presents a significant opportunity for foreign brands entering the market​​.
  3. Online Shopping and E-commerce: The rise in online shopping among Chinese parents has boosted the demand for baby care products sold via e-commerce platforms. With the convenience and accessibility offered by online shopping, parents are increasingly purchasing foreign-made baby products, driven by their perceived quality and safety standards​​.
  4. Shift in Parental Preferences: The emergence of “New-age parents” in China, who focus on their careers, health, and leisure, has led to a change in the baby care market. These parents are ready to pay a premium for convenience and quality, driving growth in the market. Additionally, the increasing health awareness among these parents has contributed to a growing demand for organic and eco-friendly baby products​​.
  5. Influence of Social Media and KOL Marketing: The influence of social media and Key Opinion Leaders (KOLs) cannot be underestimated in the Chinese baby care market. Young parents in China often turn to social media for parenting advice and product recommendations. Partnering with popular KOLs can be a highly effective strategy for brands to build consumer awareness and drive sales in this digitally-connected demographic​​.
  6. The increasing number of Millennials who are having children.
  7. Young Chinese parents who seek high-end living standards in lower-tier cities.
  8. The increasing purchasing power of middle-class Chinese families.
  9. Growing demand for high-quality and high-safety products
  10. The standards for modern parents are shifting towards products that are useful, practical, and innovative.

Multifunctional baby goods and interactive toys are not considered luxury items even in lower-tier cities. Brands are racing to develop new products and services to capitalize on this opportunity. The baby retail market is expected to grow at a compound annual growth rate of 10.69%, reaching $23.5 billion in 2027. Let’s take a look at the market dynamics and the opportunities in China’s baby care market.

China’s Baby Products Market Growth

China’s maternity and childcare industry has experienced impressive growth in recent years, reaching an estimated 3.5 trillion yuan in 2021. This positive trend is set to continue as families with increased disposable incomes are more willing to spend big on the latest baby care products.

Market research from Statista projects that by 2025 it will be worth almost 4.7 trillion yuan. With consumers becoming ever-more concerned about their infants’ hygiene needs, Chinese retail sectors have seen a welcome boost due largely to rising wages across all households enabling parents to access better resources for babies’ health and personal care requirements.

Mother and baby products market in China

The maternity and baby products market in China is one of the most lucrative in the world. It can also be one of the most challenging for foreign brands to enter. Local brands have a significant advantage in understanding Chinese culture and shopping behaviors. They also have established relationships with distributors and retailers. 

Foreign brands need to:

  • Be strategic in their approach to entering the Chinese market
  • Have a strong partner who can help them navigate the challenges of doing business in China  
  • Have a clear understanding of their target consumers 
  • Learn how to reach the consumers
  • Plan and execute carefully

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

When it comes to recognition, without a doubt, foreign brands have stronger reputations than Chinese ones. Since the early 2000s, several food quality incidents have prompted many Chinese parents to buy international brand items.

In particular, milk powder has a huge market share in China.  Over half of it is controlled by international firms. In certain cities, the proportion reaches 80%.

The key players in China’s growing baby products market:

  • Nestle S.A
  • BABISIL Cotton Babies, Inc.
  • Danone S.A.
  • The Himalaya Drug Company Farlin Infant Products Corporation Mead Johnson Nutrition Company Avon Healthcare Limited Company Bonpoint S.A.
  • Dabur International Limited Wipro Consumer Care & Lighting (Wipro Group) Abbott Nutrition Burt’s Bees Inc.
  • L’Oréal S.A.
  • Marks & Spencer PLC Nivea Unilever PLC.
  • Johnson & Johnson,
  • Mann & Schröder GmbH

GMA Infat baby formula case study

INFAT 7.0, an advanced lipid infant formula milk with a history of global success, made its debut in the booming Chinese market. Despite challenges posed by language barriers and cultural nuances unique to this region — such as brand awareness and search engine optimization strategies — INFAT 7.0 remains confident that it can deliver cutting-edge nutrition products through digital channels for today’s modern families throughout China.

China baby product market case study

With the help of a local Digital Marketing agency, it produced quality content regarding its products, advertised its benefits on its Chinese website that provided an edge over its competitors, and communicated with potential customers with the help of Q & A forums using the Chinese language and WeChat marketing. This strategy enabled them to avail of a comprehensive market share and generated 12 qualified leads in 2 months’ time.

Top Selling Baby Products in China

1. Organic Baby Food

The organic baby food market in China is expected to grow significantly in the coming years. This is due to the rising awareness of organic products among Chinese parents, who are increasingly concerned about the quality of food their children consume. Many Chinese online retailers start offering organic baby food as it’s becoming very popular in China.

In addition, gas and colic problems are often associated with formula milk, so parents are increasingly turning to organic baby food as a healthier alternative. Consumer reports state that the growing demand for high-quality Western products in China provides a considerable opportunity for organic baby food manufacturers. As incomes rise and living standards improve, more parents will be able to afford to purchase these products for their children.

Besides, the increasing number of working mothers with disposable income is driving demand for convenient and easy-to-use products such as baby food pouches. Consequently, the organic baby food market in China is expected to experience steady growth in the years to come.

2. Baby Clothing & Accessories

Baby Clothing & Accessories is one of the top 5 trends shaping the Chinese maternity and baby products market. The demand for fashionable baby clothing is on the rise, as parents want their children to look their best.

Among Millennial parents, there is a growing trend toward organic and natural materials, as parents seek to provide their babies with the most natural and healthy products possible on online marketplaces.

Furthermore, there is an increasing focus on safety and quality, as parents seek to protect their children from harmful substances and ensure that they are using only the highest quality products.

GMA Case Study: Louise Misha Kidswear

3. Baby Hygiene Products

China baby care is evolving to meet the needs of today’s parents, who are more health-conscious and environmentally-minded than ever before. As a result, we are seeing a shift toward paraben-free, hypoallergenic, and dermatologically-tested products that are gentle on delicate skin.

Due to climate change and diaper use, infant skin is prone to various rashes and allergies. As a result, the demand for creams, moisturizers, body powder, and lotions to treat diaper rashes, eczema, and sunburns increases in China’s growing Baby products market.

4. Baby Toys

China’s educational baby toy sales are expected to reach USD 13.4 billion by 2025, according to a new report by Grand View Research, Inc. The industry is anticipated to witness a CAGR of 10.0% over the forecast period.

The growing trend of e-commerce and social platforms is projected to boost the baby educational toy market in China. Toys that help in babies’ educational learning and creativity are being popularized through these online shopping channels. These products are designed keeping in mind the baby’s imagination and contain interactive elements such as shapes, colors, and sounds.

5. Baby Car Seats, Carriers, and Strollers

Baby car seats, carriers, and strollers are considerably expensive items, with some models costing as much as several thousand dollars.

The rising demand for baby carriers is due to the fact that parents are shifting away from bulky strollers. Functionality and mobility are top considerations when parents consider their options. Carbon fiber strollers, with their lightweight and flexible features, are gaining a lot of attention in recent years in China’s growing baby products market.

6. Baby Furniture

The baby furniture market in China is expected to grow at a CAGR of over 5% during the period 2019-2024. The market is highly competitive with the presence of several small and large international and domestic players.

Sales of Baby beds, cribs, and other essential pieces of baby furniture have been growing in popularity in recent years. This trend is driven by several factors, including the rise of urbanization and the growth of the middle class. As more families move to cities, they are increasingly looking for ways to make their homes more comfortable and fashionable.

Multifunctional and transformable baby furniture is another growing trend among Chinese mothers in China’s baby products market. As parents become more interested in space-saving solutions, manufacturers are responding with baby furniture that can be easily converted into other pieces of tools or used for multiple purposes. These items have promising futures. For example, some cribs can be transformed into toddler beds, while others can be used as changing tables or dressers.

Finally, nursery monitoring systems are becoming increasingly popular in China’s growing Baby products market. They are often used in conjunction with a mobile app, which allows parents to receive real-time updates on their child’s health.

How to succeed in China’s maternity and baby products market 

1. Keeping your eye on the prize and being innovative

The baby products market does not have to mean just diapers and creams. In this modern way of life, you have to keep up with the newest trends.

Here are only a few new popular items in the world in 2022. The list could go a lot longer;

  • Machine-washable activity mat.
  • Rotatable infant car seat.
  • Soft and spongy baby baths
  • Wireless in-bra breast pump.
  • Kind-to-skin diapers.
  • Flexible newborn pacifiers.
  • Smart Monitoring systems
  • Simple Sterilizing machines
  • A 100% Washable High Chair
  • Innovative toys
  • Interactive Playmat. …

2. Understanding the preferences of Chinese consumers

First, it is important to understand the preferences of Chinese consumers to tap into China’s baby products market. For example, according to a 2018 survey, nearly 60% of respondents said they preferred organic products for their babies.

Chinese parents are increasingly willing to spend more. They seek premium products high in quality, long-lasting, and innovative. Companies need to offer products that are of high quality and competitively priced. In addition, it is important to have an efficient distribution network in place. You need to reach customers in all parts of the country.

3. Mastering e-Commerce live-streaming

WeChat, Tmall, and other online retailers and marketplaces are key drivers of growth in China’s baby products market. Other leading e-commerce platforms in China for baby products include Xiaohongshu, Kaola, and

These platforms offer a wide selection of products, competitive prices, and convenient delivery options making them popular choices for busy parents. They connect with consumers in a highly interactive and engaging way, showcasing product features and benefits. These platforms offer live streaming capabilities.  Brands can connect with consumers in real-time. This creates an immersive shopping experience for the users.

4. Establishing a strong brand

Chinese consumers are very brand-conscious. They tend to buy products from companies that they know and trust. It is essential to create a strong brand identity. This will help you resonate with Chinese consumers. This can be done through effective marketing and advertising campaign. They highlight the unique benefits of your products.


5. Learning about the regulations in China

The Chinese government has recently implemented several new regulations. They have impacted China’s growing Baby products market. For example, all imported baby formula must now be registered with authorities. These changes are designed to protect the health and safety of Chinese babies.

International brands that want to do business in China must be aware of these regulations. By understanding new rules, companies can ensure that they are in compliance with the law. They promise to provide the best possible products for Chinese consumers.

How do you promote your baby products brand in China?

Imagine a brand that reaches out to the new mother-to-be and makes a connection during this sensitive period of her life. This will end up creating a lifelong relationship between the brand and the family. Chances are, the brand will become a household name for years to come. 
A creative campaign like this should be at the heart of your marketing goals.

Adapting to the Chinese market means understanding your targeted customers. For Chinese consumers, when it comes to Brands, online presence is everything.

Begin with:

  • Setting up strong brand awareness
  • Mastering online presence,
  • Utilizing E-commerce and social media platforms
  • Getting visibility on Baidu
  • Cooperating with the country’s largest online parenting site Babytree
  • Opening a store on Tmall and JD

What are the channels to market your baby products in China?

Finding the appropriate model is critical for your company. International exporters have choices like :

  • Consignment to retailers
  • Direct sales to retailers
  • Distributor
  • Online distribution channels

Online retailers and marketplaces

With the pandemic, people shifted their shopping habits to purchase items online channels more. Baby care items bought through online sales have grown. Now it makes up half of the mother and baby retail industry value. Many Chinese online stores are launching bespoke items. They are collaborating with various foreign companies to meet the growing online sales demand for baby items.


Douyin, the Chinese counterpart of TikTok, is increasingly used for e-commerce in the baby care industry in China in 2024. Here are 4 reasons why Douyin is particularly effective in this market, done by experts on the ground 🙂

  1. Targeted Chinese motherh: Douyin’s algorithm allows for precise targeting, ensuring that content reaches the most relevant audience. In the baby care industry, this means reaching new and expectant parents or family members looking for baby products. The platform’s ability to identify and target users based on their interests and behavior ensures that baby care brands can effectively reach their intended demographic.
  2. Influence of mother & Baby Key Opinion Leaders (KOLs): KOLs on Douyin wield significant influence over their followers. In the context of the baby care industry, these influencers can sway purchasing decisions by sharing their experiences with products, offering recommendations, or demonstrating the use of products in their daily lives. Parents often trust these KOLs and consider their endorsements as credible advice, making KOL collaboration a powerful strategy for brands.
  3. Video Discovery and Engagement: Oh yes… you know Douyin’s video-centric platform is perfect for showcasing baby care products in a visually engaging manner. Brands can create compelling content that captures the functionality and benefits of their products. The interactive nature of these videos, often featuring real-life use cases or demonstrations, can significantly increase engagement and interest among viewers.
  4. Educational Content and Tutorials: That s great, 🙂 Tutorials and educational content are particularly effective on Douyin for the baby care market. Parents often seek information on how to use products safely and effectively for their children. Brands can leverage this by creating informative tutorials and how-to videos, which not only educate parents but also showcase the products in action, leading to increased trust and potential sales.

In summary, Douyin’s targeting capabilities, the influence of KOLs, the engaging nature of video content, and the opportunity to provide educational material make it a highly effective platform for e-commerce in the baby care industry in China. Brands can leverage these aspects to connect with their audience, build trust, and ultimately drive sales.


Tmall is the leading business-to-consumer marketplace in China. With over 100,000 brands represented. It is offering consumers a wide variety of items in its Baby product market.

Tmall collaborates only with premium brands. Therefore, the most expensive marketplace in the country, T-mall, is the first choice for consumers who are searching for the highest quality products.

Baby skin care products on Tmall

International data analysis firm Nielsen’s report shows us: 51% of mobile consumers of baby products in China shopped on JD’s app. The ratio will be higher in the next coming years. JD provides a convenient channel for Chinese consumers. They have safer and better quality products that are not accessible in traditional offline channels.

Foreign companies can open individual online stores on Brands are permitted to import food, beverages, apparel, and shoes from overseas. When it comes to pricing, though is less expensive than, the prices are still high compared to other options in China’s growing Baby products market.

Established its brand called Mompick, Mia is an online retailer that specializes in items for mothers and babies. Chinese Baby Care Company is dedicated to assisting middle- and higher-income families. They enable access to the finest baby goods from all over the world.  Diapers, infant formula, toys, and clothing.

The country’s biggest online parenting portal. It has a total of 150 million monthly active users. Babytree has reached a strategic cooperation agreement with Alibaba on e-commerce. They aimed to expand their consumer services for Chinese families and expand China’s growing baby products market.

Other online marketplaces specializing in Baby Products are:

  • Beibei 贝贝网
  • BaobeiGeZi 宝贝格子
  • MuYingZhiJia 母婴之家
  • Kidswant 孩子王

Social Platforms and Baidu

For your brand to be well known in China, Baidu is the way. China’s Baidu is the biggest search engine in China. Every month gets more than 100 million searches related to Mother & Baby products.

  • Get a hosting in the mainland China
  • Adapt your web to mobile phone usage
  • Localize your content
  • Change your language to Chinese
  • Get SEM /SEO services from professionals to improve your exposure


WeChat is the main Chinese social network. It allows brands to connect with their targeted consumers. Not only does it allow product selection and e-commerce, but WeChat also allows users to easily access information about a brand. This makes it easy for brands to establish a bond with their users.


The second most popular social network is Weibo, which is a microblogging platform that combines elements of Facebook, Twitter, and Instagram.


Little Red Book, or Xiaohongshu, is a social network, online marketplace and cross-border eCommerce site that is perfect for fashion, luxury, and lifestyle brands.

Q&A platform Zhihu

Zhihu is a popular question-and-answer site in China similar to Quora. On Zhihu, users create, answer, edit, and organize questions. “members have written long articles on popular topics, like baby formula and diapers.

How to make the best CRM through social media

  • Interact with followers and keep them updated on the brand’s latest developments
  • Use advertising options
  • Add a link-to-buy in your content
  • Communicate to the masses through messages, comments, and likes
  • Set up customer service and marketing support on your brand’s official account
  • Participate in discussions
  • Give an online presentation about a specific topic
  • Interact with an audience in real-time

GMA Case Study: Aroma Baby on Weibo

Aromababy case study

Find a reliable china digital agency to sell baby products in China

Despite the numerous hurdles, China’s growing Baby products market is an opportunity for foreign businesses. With the new industrial revolution gaining momentum, brands should strive to research and develop new technologies to help parents and also stay relevant in the rapidly changing market.

Chinese consumers are very concerned about the safety of local brands, foreign businesses should take advantage of this void to take their place in this market.

Working with experts and receiving advice and guidance on how to create the greatest marketing plan and advert campaign on effective marketing platforms will help you make your brand known, respected, and reputable throughout the entire China and get your share in China’s growing Baby products market.

Don’t hesitate to leave us a comment or contact us to start your brand in China! We offer a free consultation with one of our experts that will learn about your brand and present you with the best solutions for your China entry.

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