Textination Newsline

• No longer just milk powder demanded 
• Internet important sales channel

The easing of the one-child policy in China will probably not bring the expected baby boom. Nevertheless, the market for baby products is very interesting for foreign suppliers. Because Chinese parents trust these more than domestic products and they are willing to spend money on imports. After this has been already the case with milk powder, now household appliances, furniture, care products for babies and expectant mothers are in the focus. The internet is very important as a sales channel.

Between 17.5 million and 21 million babies are expected to be born every year in China, according to the forecasts of the Hong Kong Trade Development Council (HKTDC) within the next five years. This provides a large market for products needed for baby care and for pregnant women. Also baby seats for cars, prams and furniture from abroad are being sought as well.

According to iResearch market research the total sales of products for pregnant women, mothers and babies amounted to RMB 2.3 billion in 2015. (approximately USD 360 billion; 1 USD = RMB 6.39 as an annual average). The growth rate of 25% is expected to weaken in the future, but the demand is still growing strongly. Despite the fact that the birth rates are hardly rising, the "little emperors" are pampered with pleasure. Quality and security promises are the decisive factor for foreign products in the urban middle class.

Quality and safety speak for foreign products 

The share of sales thru the Internet is steadily growing. More than 15% of purchases for the little Chinese are already made via the network. By 2018 the proportion is expected to grow to 23%. This is what market analysts have found out together with the second-largest Chinese online portal JD.com. Furthermore, the per capita purchases are highest in the prosperous coastal provinces. But, for example, mothers in Sichuan in the south-west also spend over RMB 1,000 per year for their offspring.

With China's size, new brands hardly can accomplish a successful market appearance. But the Internet provides a valuable platform and is used by expectant mothers to get information and also to purchase. Leading are the platforms of the Alibaba Group, for example Tmall and the competitor JD.com. There are also specialized shopping portals such as bleibi.com, mia.com and gou.com, as well as social media channels such as WeChat and Internet forums for expectant mothers (e.g. mama.cn or Babytree).

*) from 2016 forecasts
Source: iResearch, JD.com

Alibaba announced in its financial statement about cross-border Internet shopping for 2016, that baby products are already the third largest import category. In recent years this segment has grown considerably, in 2016 imported goods stood already for more than one-fifth of baby products sold on the Tmall and Taobao platforms.

Cross-border trade in baby products is booming

While in the past foreign milk powder brands were in high demand, now bottles, baby seats and care products for mother and child are now in the focus of online shoppers. Chinese milk powder still enjoys little confidence following a large scandal with contaminated milk powder in 2008.

The online trade however also was overshadowed in 2016 by scandals involving counterfeit products, mainly re-packaged milk powder came into circulation. The government therefore is watching the boom in overseas e-commerce with mixed feelings and consumers are becoming more cautious.

In recent years’ diapers, also have been ordered especially from abroad (especially from Japan). While these two categories continue to account for more than half of the sales, baby bottles and child seats experienced explosive growth in 2016. In addition, the mothers like to order cosmetics and personal hygiene, which will not hurt the growing life. This applies in particular to natural cosmetics.

In 2016 the leading countries of origin for online imports were Japan (19.3%), USA (18.3%) and Korea Rep. (13.6%). But Germany was already on fourth place with 8.0%. Particularly popular with "made in Germany" were kitchen equipment (including kitchen appliances), milk powder, baby food and food supplements.

*) HSPos. 9619 Sanitary napkins, tampons, diapers for toddlers;
Source: Chinese Custom

*) HSPos. 1901.10;
Source: Chinese Custom