We use cookies to give you the best digital experience. By continuing to browse this site, you give consent for cookies to be used. To learn more information about the use of cookies, please visit our cookie policy.
iSuite Insights Spotlight – Issue #16 Navigating China's Fast-Growing Maternity Product Market
The maternity product market in China is experiencing rapid growth, driven by several critical factors, including the increasing number of women joining the labor market and a burgeoning interest in natural and organic pre-and postnatal care items. This trend is particularly evident on Xiaohongshu, a popular social media platform where discussing maternity and baby products flourish. As a result, businesses are keen to understand and capitalize on this fast-growing market.
Overview of the Maternity and Baby Product Market
Key Market Statistics
According to a Research and Markets report, the maternity products market in China was valued at $31 billion in 2023 and is expected to reach $87 billion by 2032. This impressive growth, at a yearly rate of 12.15%, is primarily fueled by the rise of e-commerce platforms, such as Alibaba's Tmall, JD.com, and Xiaohongshu, which play a significant role in the distribution of maternity products in the country.
Insights from iSuite:
Understanding the Maternity and Baby Product Market Consumers
1. Audience Demographic
Chinese netizens actively engaging with the maternity and parenting market on social media have the following characteristics:.
- Market Scale: 223 Million
- Gender: 41% Male: 59% Female
- Age group:
a. 18-24: 27%
b. 25-34: 50%
c. 35-44: 24%
d. 45–54: 5%
e. 55+: 4%
2. Hot Topics on Xiaohongshu
By analyzing data from iFans, we identified several hot topics and keywords related to maternity shopping on Xiaohongshu. These include:
- #母嬰好物 (Maternity Products)
- #兒童節禮物 (Children’s Day Gifts)
- #寶寶好物推薦 (Baby Product Recommendations)
- #帶娃好物 (Baby Products)
- #寶寶用品分享 (Baby Products Sharing)
These hashtags highlight the areas of interest and the type of content that engages Chinese internet users.
3. Hot Notes on Xiaohongshu
The analysis of hot notes with the highest engagement on Xiaohongshu reveals several interesting observations about audience preferences. Posts such as "Check out the weird things my mom bought😂 Which one do you like best❓" and "Retractable children's bed that can use when he grows up too" indicate a strong interest in unique and practical baby products.
Additionally, notes like "Cheaper substitutes for baby products🔥 New moms’ stocking guide" suggest that while quality and safety are paramount, there is also a significant audience segment that values cost-effective solutions and comprehensive guides for new mothers. These insights can help brands tailor their marketing strategies to better engage with their target audiences on Chinese Social Media.
4. Top Maternity Product Categories by Engagement
The top 10 maternity product categories that attract the highest engagement on Xiaohongshu are:
- Children’s Milk Powder儿童奶粉
- Probiotics 益生菌
- DHA/Walnut Oil DHA/核桃油
- Lactoferrin 乳铁蛋白
- Vitamin 维生素
- Diaper 纸尿裤
- Milk Bottles 奶瓶
- Children’s Lotion 儿童乳液
- Hospital Bag 待产包
- Nappy Pants 拉拉裤
Brand Performance and Consumer Preferences on Maternity and Baby Products
The top five maternity product brands by engagement on business notes in Xiaohongshu are leveraging the platform to maximize social sharing and reach their target audiences effectively. Consumers actively seek information on these products' nutritional value and efficacy, demanding high-quality, reliable information.
1. Brand Power on Xiaohongshu:
Here's a breakdown of the top five maternity product brands generating the most engagement through business notes on Xiaohongshu. This highlights the brands effectively leveraging the platform to connect with their target audience.
1. 爱他美 Aptamil (340K)
2. 金领冠 Jinlinguan (296K)
3. 飞鹤 Firmus (294K)
4. 美素佳儿Friso (293K)
5. 启赋 Illuma3 (226K)
2. Maternity Must-Haves:
Milk Powder Trends
Chinese parents on Xiaohongshu are searching for specific features in their baby formula. The top 3 searched keywords with high engagement reveal a focus on:
- Premium Formulas: 飞鹤星飞帆卓睿 (Fei He Xing Fei Fan Zhuo Rui) - This translates to "Feihe Astrobaby Platinum Infant Formula," indicating a preference for high-quality brands.
- Brain Development: 脑磷脂群 (Nao Lin Zhi Qun) - This translates to "Phospholipids," a nutrient linked to cognitive development in babies.
- Gut Health: HMOs母乳低聚糖 (HMOs Mu Ru Di Ju Tang) - This translates to "Human Milk Oligosaccharides (HMOs)," which are prebiotics that support gut health in infants.
These insights can help brands tailor their messaging to target the specific needs and preferences of Chinese parents.
Social Opinion Snapshots
Price is less important to Chinese consumers when it comes to maternity goods. Quality and safety are their top priorities. This underscores the importance for brands to emphasize these aspects in their marketing and product development strategies.
Key Takeaways on China’s Maternity Product Market
China's maternity product market is experiencing phenomenal growth, presenting a lucrative business opportunity. By understanding consumer preferences on platforms like Xiaohongshu, brands can effectively target this market and cater to the needs of growing families.
Previous iSuite Insights stories:
More Insights
Elevate Your Hotel's Visibility with the NEW Baidu Map Brand Zone!
October 16, 2024
Attention hotel clients! We’re excited to introduce the new Baidu Map Brand Zone for hotels —a game-changing feature designed to maximize your brand's impact.
Unlock Travel Shifts from 2024 China's National Day Insights
October 8, 2024
As we embark on Golden Week, insights from Trip.com Group’s “2024 National Day Tourism Forecast Report” highlight exciting trends shaping this peak travel season in China. Now is the perfect opportunity to connect with travelers and maximize your marketing efforts!
The Exciting Revival of International Travel and Duty-Free Shopping
October 2, 2024
Exciting news from UN Tourism! International tourist arrivals have surged to 96% of pre-pandemic levels through July 2024, signaling a vibrant comeback for global travel.
Discover New Horizons with WeChat Ads' Enhanced Targeting
September 25, 2024
Exciting Update! WeChat Ads has broadened its targeting options for overseas audiences!
Unlock the Marketing Potential of China National Day!
September 11, 2024
As we approach the much-anticipated China National Day period (10.1-10.10), it’s a prime time for brands to capitalize on the vibrant consumption potential this key shopping and travel festival brings!
iSuite Insights Spotlight – Issue #17 Unlocking China’s Summer Holiday Travel Trends
September 10, 2024
The summer holiday travel market in China is experiencing robust growth, with significant increases in both domestic and international bookings. According to data from Ctrip, searches for domestic hotels and flight tickets have risen by 20% YoY. Long-haul domestic destinations such as Xinjiang, Qinghai, and Gansu were particularly popular and accounted for over 70% of total bookings, highlighting a preference for more adventurous travel options.
Unveiling the Summer Travel Surge in the Car Rental and Self-Drive Market
September 4, 2024
Ctrip released its “2024 Summer Holiday Car Rental & Self-Drive Report”, revealing key trends and insights that reshaped domestic and international travel landscapes this summer.
Maximizing China Marketing in Europe: Strategies for Travel Retail Success
August 30, 2024
Discover effective strategies for targeting Chinese tourists in Europe's travel retail market. Learn about the latest trends in Chinese outbound tourism, the importance of localized content, and leveraging digital channels to reach this lucrative demographic.
Unlock New Markets with Xiaohongshu’s Limited Time Offer
August 29, 2024
Xiaohongshu has introduced an exclusive Cross-border VIP Package designed to maximize your brand’s exposure among Chinese audiences. This comprehensive package includes in-feed ads, search ads, open splash ads, Brandzone, and Flame Topic ads to maximize your brand's visibility and engagement.