CBME GBA 2024

2-4 December 2024 | Shenzhen Convention & Exhibition Center (Futian), China

| EN

2024 Chinese Maternity and Baby Industry Trends Reflected in Spring Festival Consumption Data

The consumption data from the Spring Festival reveals significant new trends in the Chinese maternity and baby industry for 2024. As families came together to celebrate, the retail landscape witnessed a remarkable surge in consumer spending, highlighting emerging preferences and demands among new parents.

Robust Consumption Growth During the Spring Festival

Recent reports indicate that the travel flow during the 2024 Chinese New Year holiday was exceptionally robust, with consumer spending exceeding expectations. Data shows that the cumulative passenger flow in key commercial districts nationwide reached 250 million, reflecting an 18% increase from the previous year. This upward trajectory in consumption not only indicates a recovering economy but also showcases shifting consumer habits that favor experiential and quality-driven purchases.

Key Insights into Product Performance

Which products thrived during the Spring Festival? Understanding these dynamics can help the maternity and baby industry adjust its strategies to meet the evolving needs of consumers.

1. The Rise of China-Chic Products

One of the standout trends observed during the Spring Festival is the surge in popularity of products featuring China-chic elements. This trend encapsulates a broader cultural movement where traditional Chinese aesthetics blend seamlessly with contemporary design.

Fashion: A Nod to Tradition

In the realm of fashion, the incorporation of traditional Chinese elements into modern clothing—termed New Chinese Style—has emerged as a significant trend. The influence of traditional motifs such as embroidery, frog knots, and ink-wash effects has captivated Gen-Z consumers. Searches for Hanfu, a traditional Chinese garment, saw a dramatic increase since January, with the Mamianqun (a type of Hanfu) becoming the most sought-after item. According to JD.com’s 2024 Spring Festival consumption observation, transactions for New Chinese Style clothing, Mamianqun, and Hanfu all recorded turnover increases exceeding 100%.

Toys: Capturing Cultural Essence

In addition to clothing, toys featuring Chinese dragon elements have gained significant traction both domestically and internationally. JD.com’s data reveals that turnover for dragon-themed toys more than quadrupled year-on-year. Notably, sales of toys adorned with Chinese dragon designs on platforms like AliExpress surged by 50 times during the Spring Festival, highlighting a growing appreciation for culturally inspired products among consumers.

2. The Self-Gratification Consumption Trend

The trend of self-gratification consumption is increasingly shaping consumer behavior, reflecting a shift toward emotional value in purchasing decisions.

Jewelry and Accessories

According to JD.com, the New Year Goods Festival saw an impressive 120% year-on-year increase in the turnover of jewelry and accessories. Millennials and Gen-Z consumers, particularly those born in the 1990s and 2000s, are driving this demand, demonstrating a significant transformation in consumer psychology. This new generation is shifting away from merely being budget-conscious to embracing a more pleasure-seeking and experiential mindset.

For the maternity and baby industry, capitalizing on this trend of self-gratification can provide an exploratory breakthrough. Modern parents increasingly prioritize their own values and personal well-being alongside their parenting roles. This evolving mindset represents an opportunity for brands to market products that cater to both the needs of children and the desires of parents.

3. Health and Fun: The New Snack Preferences

Consumer preferences in the snack category have evolved beyond mere taste to encompass health and enjoyment.

Health-Focused Choices

JD.com’s data indicates that parents are increasingly prioritizing health and functionality in children’s snacks. Popular snack ingredients include flaxseedDHA, and high calcium components. For instance, transactions for flaxseed biscuits and high calcium cheese biscuits soared by over 10 times and 105%, respectively, compared to the previous year.

Innovative Snack Experiences

Moreover, the rise of “food-play” has added a layer of fun to the snacking experience. This trend has led to the introduction of mysterious boxes, creative packaging, and collaborations with well-known intellectual properties (IPs), enhancing consumer engagement and experience. The rapid development of the food-play industry indicates a shift towards diversifying snack offerings, focusing on unconventional shapes and novel eating methods.

4. Convenience as a Key Driver in Smart Home Appliances

In 2024, the retail market for major home appliances continues to witness upward momentum, with a growing consumer preference for smart home appliances that enhance convenience.

Popular Smart Appliances

Data from JD.com underscores the increased popularity of smart kitchen gadgets and home appliances designed to streamline daily routines. Items like stir-fry robotscoffee machines, and specialized washing appliances (e.g., underwear washing machines, shoe washers) are favored for their ability to save time and effort.

This trend aligns perfectly with the demands of new-generation parents. In 2023, nearly 7 million parents sought parenting tips on platforms like Xiaohongshu, with “effortlessly raising baby” topics garnering billions of views. Smart parenting appliances such as baby monitorsintelligent milk warmers, and smart baby cribs are expected to gain traction, catering to the needs of parents seeking convenience and efficiency.

5. The Growing Trend of Outdoor Activities

The Spring Festival saw a remarkable 60% increase in sales of skiing sports equipment compared to the previous year, signaling a rising interest in outdoor activities.

Impact of Seasonal Sports

Products like face maskssnowboard fixatives, and ski clothing sets experienced turnover increases of over 100%, while items such as ski goggles and ski pants saw growth of 80%. This burgeoning enthusiasm for outdoor activities is poised to stimulate further consumer spending. Insights from user engagement on platforms like Douyin suggest that the end of the winter sports season will spark increased interest in water sports, particularly in anticipation of the 2024 Paris Olympics.

For the maternity and baby industry, there exists a strategic opportunity to tap into the outdoor trend by exploring demand for products like children’s skiing protective gear and water sports equipment.

Conclusion: Insights for the Maternity and Baby Industry

The consumption trends observed during the Spring Festival provide valuable insights for the maternity and baby industry in 2024. By understanding these evolving preferences—such as the appeal of China-chic products, the rise of self-gratification consumption, the emphasis on health and fun in snacks, the demand for convenience in home appliances, and the growing interest in outdoor activities—brands can better align their offerings with consumer expectations.

As new parents navigate their roles, there is a significant opportunity for the industry to innovate and adapt, ultimately fostering a more engaged and satisfied consumer base.

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