Table of Contents
Executive Summary
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- The market
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- Figure 1: China – Total retail market for mother and baby products, 2010-2020
- Companies and brands
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- Figure 2: China – Mother and baby products retail sales, by format, 2014
- The consumer
- Previous purchasing of baby products
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- Figure 3: Mother and baby products bought by consumers in the past 12 months, May 2015
- Important factors influencing retailer choice
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- Figure 4: Factors influencing choice of retailer for mother and baby products, May 2015
- Planning and research prior to product purchase
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- Figure 5: Period when consumers look for information for different types of baby products, May 2015
- Factors influencing product purchase
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- Figure 6: Key factors influencing consumer choice of baby products, May 2015
- Health and safety factors influencing product purchase
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- Figure 7: Key health and safety factors important to consumers when choosing which products to buy, May 2015
- Attitudes towards mother and baby products
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- Figure 8: Consumers’ attitudes towards purchasing mother and baby products, May 2015
- What we think
Issues and Insights
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- 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
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- 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
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- Figure 9: China – Total retail market for mother and baby products, 2010-2020
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Market Segmentation
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- Food dominates the market
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- Figure 10: China – Retail sales of babycare products, 2011-15
- Great potential in driving non-food sectors
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- Figure 11: China – Growth in retail sales of babycare products, 2011-15
- Marketing of products could start sooner
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- Figure 12: Period when consumers look for information for different types of baby products, May 2015
Market Drivers
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- A mini baby boom?
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- Figure 13: Number of babies aged 0-3, 2011-15
- Per capita spending rising
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- 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
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- More retail shifts online
- Online retailers dominated by Tmall
- Specialist retailers competing to be the source of advice
Format Share
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- Retailers shifting to online selling
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- Figure 15: China – Share of mother and baby product sales by retail format, 2012-14
- Online potential for deeper penetration
The Big Online Portals
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- 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
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- 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
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- 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
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- Online purchasing has significant impact
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- Figure 16: Mother and baby products bought by consumers in the past 12 months, May 2015
- Experience/age impacts online/in-store channel choice
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- 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
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- 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
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- Figure 19: Mother and baby products bought by consumers in the past 12 months, by city tier, May 2015
Factors Influencing Choice of Retailer
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- Genuine, safe products lead in-store; price and range lead online
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- Figure 20: Factors influencing choice of retailer for mother and baby products, May 2015
- Retailer choice factor differences
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- Figure 21: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by age group, May 2015
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- 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
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- Product consideration begins well before birth
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- Figure 23: Period when consumers look for information for different types of baby products, May 2015
- Research skills shape information priorities
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- 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
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- 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
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- 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
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- Advice and recommendation avidly sought
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- Figure 27: Key factors influencing consumer choice of baby products, May 2015
- Younger mothers seeking professional advice
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- Figure 28: Key factors influencing consumer choice of baby products, by age group, May 2015
- Independent information gathering grows with income
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- Figure 29: Key factors influencing consumer choice of baby products, by monthly household income group, May 2015
Health and Safety Factors Influencing Product Purchase
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- Consumers consider many health and safety factors
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- Figure 30: Key health and safety factors important to consumers when choosing which products to buy, May 2015
- Income affects consumers’ considerations
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- 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
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- 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
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- Trust significantly influences consumer attitudes
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- Figure 33: Consumers’ attitudes towards purchasing mother and baby products, May 2015
- Demand for knowledge rises with income level
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- 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
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- Figure 35: Consumers’ attitudes towards purchasing mother and baby products, by tier 1 city, May 2015
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- Figure 36: Consumers’ attitudes towards purchasing mother and baby products, by tier 2 & 3 city, May 2015
Appendix – Market Size and Forecast
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- Figure 37: China – Total market value for mother and baby product retail sales, 2010-20
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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