What is selling?

In 2020, 229.2 billion yuan was spent on baby/kids clothing; 193.3 billion on baby/kids food; 100 billion on maternity accessories; 78.6 billion on toys; 50 billion on baby/kids hygiene products; 28.4 billion on toiletries; 25 billion on travel accessories and seven billion on baby furniture and bedding.

Sunshine explained that quality and safety of products is of prime importance to the Chinese parent. They seek a refined approach to raising children and want products that are highly aesthetic. They are keen to try new things and seek efficiency and convenience; and products which are educational and save energy and time. Postpartum recovery and care are important, health products; and parents are keen to follow other mums’ tips.

www.b-p-a.org the three child policy. Most mothers of first children were born in the 1990s; whilst the introduction of the three child policy now sees mothers having second and third children born post 1980. 67% of women giving birth in 2021 were aged 22-30; 30% aged 31-40 and 3% aged below 22.

Whilst British companies are encouraged to export baby products into China, Sunshine explained that USP is a primary consideration. She explained: “There are so many products manufactured in China, that imported products need to be unique or of substantially better quality for Chinese parents to choose them over and above what is already on offer.” Products keenly sought after include baby/child haircare, baby/ child cosmetics and toiletries; baby food and supplements and prenatal supplements; educational toys and children’s clothing.

It was also noted that once a baby brand is established in China, it is recommended that products should be added to the brand’s range for the entire family, for example bedding and small home appliances which are suitable for older children and parents too.

A portrait of the Chinese parent shows that 95% are working; 62% of parents are post-graduate and 41% have a monthly income of more than 20K.