Overall sales of infant formula in China grew 86% year-on-year in February 2020.
A combination of a focus on lower-tier markets and innovative marketing strategies can substantially grow sales of maternal and infant nutrition products, according to Chinese e-commerce giant JD.com.
JD highlighted its thinking during its annual strategy conference, where market research firm Nielsen presented the latest trends in the category,
It said the growth of online channels was outpacing that of offline channels. From 2018 to 2019, the penetration rate of online channels rose 12%, followed by supermarkets and department stores which grew 5% and 4% respectively.
In addition, Nielsen reported that from January to December 2019, sales of baby formula grew 20.7% on online channels,
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