Mother & Baby

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Our Expertise

We have worked with kidswear brands, toys brands, health supplements, and baby care products through interviews of Chinese mothers, market research, trends analysis, and social media.

We help your brand navigates the market since the 3 child policy. Today, the new generations of Chinese parents are increasing their consumption towards International brands:

  • Annual revenue of $494 billion USD in 2021
  • Forecasted revenue of $668 billion USD by 2025
  • Forecasted YoY growth rate of 13% by 2028

Key Insights

Market Data

The worldwide maternity market is driven by the recent changes in China. The maternity market revenue is forecasted to reach $668 billion USD by 2025. The Chinese consumption demand of mothers and babies is increasing, with higher demand for kidswear, diapers, and toys.

Sales Channels

Kids and babies products are sold both online and offline. Post-90s parents are the key consumer segment and favor online stores to purchase rapidly their favorite brands and products. They purchase on Tmall, WeChat, Little Red Book, and online retailers.

Consumers Trends

The new 3-child policy is combined with birth-encouraging subventions. The frequency of use of babies and kids products, combined with the trust sentiment for Western brands, is giving overseas companies a unique strength to catch the sales.

Top 3 Influencers for Kids & Babies Products in China

influencer baby china


Lucy is gathering 103,000 followers on Xiaohongshu. Her community likes how she dresses her kid and the high-quality Western brands she recommends.

mini me influencer china

Jing & Josh

Jing is sharing funny “mini-me” pictures with her husband and son. She has 404,000 followers on Xiaohongshu.


Vivi is a mother sharing always her favorite products to take care of her newborn daughter. She is followed by a small but strong community of 48,000 people. 

Top 3 Categories for Mother & Baby in China

1. Kidswear

In 2021, the scale of China’s kidswear market rebounded rapidly to 36 billion USD, with a year-on-year increase of 15.6%. In the future, driven by the three-child policy, China’s children’s clothing industry still has room for development. Post-90s have become the main force of consumers, accounting for nearly 60% (56%); parents with a bachelor’s degree or above account for a relatively large proportion, accounting for 66% of the overall population.

2. Baby Care

Chinese parents are becoming more health-conscious and environmentally friendly for baby care and cosmetics products. Local consumers are looking for healthy and safe products to care and cure the skin, hair, and allergies of their young children. 

3. Toys

In recent years, the scale of China’s toy market has shown an overall upward trend, and only in 2020 it declined due to the impact of the new crown epidemic on the economy. In 2021, the total retail sales of the national toy market have returned to the pre-pandemic levels. The domestic toy industry market has reached $12 billion USD, with a year-on-year increase of 8.52%. Compared with the national toy industry market in 2016, the market size has expanded by $2.2 billion USD.

Best in Class


The niche brand focused on “Chinese globally” strategy. They combined local sales channels (Tmall) with Chinese influencers visiting offline stores in Paris.


The Dutch brand entered the Chinese market by highlighting its organic ingredients and clean composition. The brand became viral among health-conscious parents.


The luxury brand released the “Baby Dior” birthdays events in China. All HNWI are going crazy about organizing exclusive birthdays branded by Dior for their kids.

Let's Talk!

Send us an email at or contact us via the form and start your expansion in China today.



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