The Demand for Foreign Baby Care Products in China

The baby care industry in China has grown steadily since China ended its One Child Policy in 2016. The total sales of baby care products are predicted to rise at a CAGR of 14.5 percent, reaching RMB18.888 billion in 2023. Online channels now represent 50% of the mom and baby retail market, increasingly competing with brick and mortar stores for consumer attention. Consumer confidence was shattered in China after the contaminated baby formula made 300,000 children ill and killed six in 2008. The distrust remains today, hence the demand for foreign baby care products.

E-Commerce Platforms with Social Capabilities

Purchasing baby products requires research. Consumers tend to find confidence in their buying decisions when they read positive testimonials. It is important for brands to engage in forums to raise its brand visibility and reputation. A promising e-commerce platform for baby care products is Babytree. Backed by Alibaba, Babytree started as an online forum and community that eventually developed into an e-commerce and advertising business. Today it boasts 139 million MAUs and over 1,500 Key Opinion Leaders (KOLs) on its platform. From early pregnancy through infancy, mothers rely on Babytree’s Q&A service to connect with other parents for advice, knowledge, and support.

Chinese social media platforms with e-commerce capabilities are also effective entry points for foreign baby care products. Companies in the baby care industry are using WeChat as a marketing and education platform for consumers. Through WeChat, businesses can engage with consumers, and in return, satisfied parents take care of word-of-mouth marketing. The Tmall online marketplace is also a popular site for baby care products due to its outstanding reputation and access to millions of shoppers. Moms like Tmall because it maintains a strict policy on which brands are allowed to sell in their marketplace.

Regardless of which e-commerce platform you choose, it’s important to customize your site with Chinese consumer preferences in mind—in this case, moms. Most importantly, remember the demand for safe and trusted brands. Some of the most popular categories for cross-border purchases are those where brand authenticity and product quality are top of mind. Additionally, make it convenient for Chinese consumers by offering payment solutions that they are familiar with.


If you are interested in setting up a cross-border e-commerce shop, contact CITCON. CITCON is the one-stop solution for global businesses to reach millions of Chinese consumers. Our integrated mobile payment and cross-border marketing platform connect global merchants with Chinese consumers. As the first authorized payment partner of Alipay, WeChat Pay, and China UnionPay in North America, CITCON brings mobile payment to the next level, enabling businesses to connect with customers beyond the payment experience.

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