Table of Contents
Executive Summary
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- The market
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- Figure 1: China – Total baby products market value, 2012-22
- Companies and brands
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- Figure 2: China – Leading online B2C retail portals’ estimated share of online mother & baby retail market value (by GMV), H1 2017
- The consumer
- Key consumer groups
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- Figure 3: Consumer attitudes towards babycare needs, January 2018
- Shopping channels
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- Figure 4: Channels from which consumers have bought baby products in the past 6 months, January 2018
- Choice factors
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- Figure 5: Key consumer choice factors between retailers when buying baby products, January 2018
- Research channels
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- Figure 6: Information channels trusted by consumers when researching baby-related topics, January 2018
- Parenting issues
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- Figure 7: Issues important to consumers when parenting their babies, January 2018
- Services sought
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- Figure 8: Services consumers would like to see mother & baby bricks-and-mortar stores provide, January 2018
- Consumer attitudes
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- Figure 9: Consumer attitudes towards babycare needs, January 2018
- What we think
Issues and Insights
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- Get the basics right!
- The facts
- The implications
- Being the expert
- The facts
- The implications
- Provide more amenities
- The facts
- The implications
The Market – What You Need to Know
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- A long, slow deceleration
- Low birth rates, high quality expectation
- Shift from food to non-food
Market Size and Forecast
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- Introduction
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- Figure 10: China – Total baby products market value, 2012-22
Market Drivers
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- Birth rate rising
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- Figure 11: China – Total birth rate (birth per 1,000 population), 2009-16
- Planning to have more kids
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- Figure 12: Intention to have another child among parents who have one child, 2015-17
- Low fertility rate, fewer women of childbearing age
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- Figure 13: China – Fertility rate (births per woman), 1984-2015
- Figure 14: China – Female population of childbearing age (age 15-44), 2009-16
- Per capita spend
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- Figure 15: China – Total per capita spend on baby products and annual growth, 2012-17
Market Segmentation
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- Market dominated by food, care and feeding products
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- Figure 16: China – Total baby products market value, by broad category, 2012-17
- Online retail growing share of pocket
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- Figure 17: China – Online mother & baby retail sales total value, and share of total mother & baby retail value, 2014-17
Key Players – What You Need to Know
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- Online generalists dominate
- Refocusing on the physical experience
Market Share
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- Online retailer platforms
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- Figure 18: China – Leading online B2C retail portals’ estimated share of online mother & baby retail market value (by GMV), H1 2017
- Online mother & baby products
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- Figure 19: China – Top five specialist online mother & baby products retail platform sales (by gross merchandise volume), 2016
Innovative Competitive Strategies
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- The online/offline merger
- Fun in-store experiences
- More than just a retailer
- Mother’s little helper
The Consumer – What You Need to Know
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- Four main consumer groups
- Online catching up
- Services become the key differentiator
- An expert opinion
- Expertise on feeding and development
- Retailers must become advisors
- Quality, value and advice
Key Consumer Groups
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- Identifying the key consumer groups
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- Figure 20: Consumer attitudes towards babycare needs, January 2018
- Online Convenience Seekers
- Who they are
- What they like
- How to market to them
- Emotionally Invested Parents
- Who they are
- What they like
- How to market to them
- Quality Experience Seekers
- Who they are
- What they like
- How to market to them
- Laissez Faire Parents
- Who they are
- What they like
- How to market to them
Shopping Channels
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- Specialist stores tie with online generalists
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- Figure 21: Channels from which consumers have bought baby products in the past 6 months, January 2018
- Online dominates non-intimate goods
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- Figure 22: Channels from which consumers have bought baby products (average across toys, durables and clothing) in the past 6 months, by key consumer groups, January 2018
- In-store dominates intimate goods
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- Figure 23: Channels from which consumers have bought baby products (average across babycare and feeding products) in the past 6 months, by key consumer groups, January 2018
Choice Factors
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- Integrity, price and range
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- Figure 24: Key consumer choice factors between retailers when buying baby products, January 2018
- Difference in choice factors by gender
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- Figure 25: Key consumer choice factors between retailers when buying baby products, by gender and age, January 2018
- Difference in choice factors by key consumer groups
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- Figure 26: Key consumer choice factors between retailers when buying baby products, by key consumer groups, January 2018
- Difference in choice factors by education
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- Figure 27: Key consumer choice factors between retailers when buying baby products, by level of education, January 2018
Research Channels
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- The importance of experience and expertise
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- Figure 28: Information channels trusted by consumers when researching baby-related topics, January 2018
- Baby products research channels by key demographics
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- Figure 29: Information channels trusted by consumers when researching baby products, by key demographics, January 2018
- Parenting tips & skills research channels by key demographics
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- Figure 30: Information channels trusted by consumers when researching parenting tips and skills, by key demographics, January 2018
- Family outing organisation research channels by key demographics
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- Figure 31: Information channels trusted by consumers when organising a family outing, by key demographics, January 2018
- Early education research channels by key demographics
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- Figure 32: Information channels trusted by consumers when choosing early education or training institutions, by key demographics, January 2018
Parenting Issues
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- Feeding both body and mind
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- Figure 33: Issues important to consumers when parenting their babies, January 2018
- Parenting issues by generation
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- Figure 34: Issues important to consumers when parenting their babies, by generation group, January 2018
- Parenting issues by number of children
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- Figure 35: Issues important to consumers when parenting their babies, by family structure, January 2018
- Parenting issues by education level
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- Figure 36: Issues important to consumers when parenting their babies, by education level, January 2018
- Parenting issues by key consumer group
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- Figure 37: Issues important to consumers when parenting their babies, by key consumer group, January 2018
Services Sought
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- Why retailers need to become experts
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- Figure 38: Services consumers would like to see mother & baby bricks-and-mortar stores provide, January 2018
- Services sought by key demographics
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- Figure 39: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key demographics, January 2018
- Services sought by key consumer groups
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- Figure 40: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key consumer groups, January 2018
- Services sought by key cities
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- Figure 41: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key cities, January 2018
Consumer Attitudes
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- Attitudes towards service
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- Figure 42: Consumer attitudes towards mother & baby retail service, January 2018
- Attitudes towards quality
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- Figure 43: Consumer attitudes towards mother & baby retail quality, January 2018
- Attitudes towards trust
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- Figure 44: Consumer attitudes towards mother & baby retail trust, January 2018
- Attitudes towards choice
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- Figure 45: Consumer attitudes towards mother & baby retail choice, January 2018
- Attitudes of the key consumer groups
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- Figure 46: Consumer attitudes towards babycare needs, by key consumer group, January 2018
Appendix – Market Size and Forecast
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- Figure 47: China – Total market value for mother & baby products, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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