The “2024 China Maternity, Baby & Child Retail Market Report” released at the CBME Industry Summit details the evolving landscape of China’s mother and baby products channel. Key highlights include the rise of new enterprises, the rebound in sales, and the growing importance of emotional marketing and personalized services. The report also explores future possibilities driven by AI and technology in the industry.

In the mother-baby industry, integration has long been a topic of discussion. Many provinces are vigorously pushing forward with integration efforts. The reason for integration is straightforward: on one hand, low birth rates are leading to increasing saturation of mother-baby retail outlets, and on the other, as online channels rise, these outlets are gradually losing their channel advantages.

Xinchang Parent-Child Station, a long-established maternal and baby store, aims for 30% growth by enhancing services like baby hydrotherapy, continuous learning, and adopting successful retail strategies, consistently exceeding growth targets.

“Vegetable and Fruit Garden” is boosting sales in mother and baby stores like Kidswant with home cleaning products, using dedicated areas, membership purchases, and traffic-driving cards to reshape consumer perceptions and enhance profitability.

The “China-chic” market is booming, driven by Generation Z’s preference for domestic brands. This trend influences the maternal and baby industry with Chinese cultural symbols, traditional child-rearing concepts, and herbal ingredients in modern products.

Sales of baby bottles and nipples are declining, while complementary food machines and kitchen appliances are growing on Taobao, Tmall, and JD. Social media interest is rising, focusing on features like portability and anti-colic designs. There’s a strong demand for innovative and user-friendly products, despite a decline in the breast pump market.

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