CBME GBA 2024

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

| EN

Unleashing Incremental Opportunities in the “China-Chic” Economic Market for the Maternal and Baby Industry

The east wind is gentle, and the “China-chic” trend is booming, bringing fresh vitality to the consumer landscape. From captivating cultural performances like “National Treasures” and “Poetry Conferences” to creative expressions rooted in ancient traditions, this cultural renaissance is transforming the essence of Chinese heritage into a modern phenomenon. As Chinese culture, with its 5,000-year history, re-emerges in this age of competitive development, it showcases unceasing vitality, charm, rhythm, and spirit.

Generation Z and the Rise of China-Chic

Data released by relevant institutions shows a staggering 528% increase in the search interest for “China-chic” over the past decade. Today, for every ten items purchased on e-commerce platforms, over seven are domestic goods. Furthermore, nearly 80% of Chinese consumers express a preference for domestic brands. The rise of the China-chic economy has undoubtedly injected new energy into the consumer market, driving a new consumption trend.

In 2023, the size of China’s China-chic economic market reached an impressive 20,517.4 billion yuan, marking a year-on-year growth of 9.44%. This figure is projected to exceed 30 trillion yuan by 2028. Notably, Generation Z plays a pivotal role in this surge. Platforms like Bilibili have emerged as hubs for young consumers, with traditional culture among the hottest interest circles. On Tmall, data reveals that the average spending on domestic goods by consumers born in the 1990s surpasses 6,000 yuan. According to the 2023 “China-chic Brand Young Consumer Insight Report,” 78.5% of consumers prefer Chinese brands. This demographic, particularly those born in the 90s and 00s, contributes a staggering 74% of the consumption amount in China-chic brands, establishing them as the primary driving force behind this cultural wave.

The Empowering Influence of China-Chic on the Maternal and Baby Industry

The impact of the China-chic trend extends into various sectors, and the maternal and baby industry is no exception. Recent data indicates that 57% of Generation Z mothers have purchased China-chic maternal and baby products. According to Nielsen’s maternal and baby insight report, China-chic maternal and baby brands are gradually capturing the attention of high-end consumer groups, making them a significant trend within core maternal and baby consumption categories.

Revitalizing Traditional Chinese Styles

The revival of traditional Chinese clothing, such as the horse-face skirt, showcases the demand for culturally resonant products. This ancient skirt style, once worn by women during the Song Dynasty, has been reimagined as a fashionable option for modern babies, garnering over 20 billion views on platforms like TikTok. This trend reflects the increasing popularity of Chinese-style toys, such as intricate mortise-and-tenon models, dynamic Arowana lamps, and unique Guofeng mecha designs. The recognition received by these products at prestigious events like the German Nuremberg Toy Fair underscores the growing appreciation for traditional craftsmanship blended with modern aesthetics.

Integrating Chinese Cultural Symbols

The burgeoning China-chic movement has also influenced product design and packaging within the maternal and baby industry. Brands are increasingly incorporating Chinese cultural elements into their offerings. In 2024, the Year of the Dragon, we see innovative products like ABC KIDS jackets featuring dragon-scale designs, Huggies Little Dragon Pants with auspicious patterns, and Hegen’s commemorative bottles adorned with dragon motifs. The inclusion of cultural symbols from places like the Palace Museum, Dunhuang, and Liangzhu highlights the revival of national heritage, injecting new creativity and vitality into the industry.

Embracing Traditional Child-Rearing Concepts

Traditional child-rearing wisdom, which has been passed down through generations, is experiencing a renaissance in modern maternal and baby products. The market for baby wash and care items rooted in ancient texts, such as “Compendium of Materia Medica,” has seen a notable increase. Products utilizing pure plant-based Chinese herbal ingredients, like mugwort leaves and dandelion, are gaining traction, appealing to mothers who prioritize safety and natural care for their children. Industry insiders report a 160% growth in the market for Chinese herbal wash and care products from January to May 2024, indicating a burgeoning potential in this sector.

Moreover, traditional medicine concepts are being seamlessly integrated into children’s snacks, with offerings like Bazhen paste and hawthorn pills becoming popular among modern consumers. The growing interest in healthy snacks that embody the principles of traditional medicine signals a new blue ocean of opportunity within the maternal and baby industry, as evidenced by the rising popularity of products like Traditional Chinese Medicine sour plum drinks.

Conclusion: The Mainstreaming of China-Chic

As the China-chic trend continues to gain momentum, it is becoming an integral part of mainstream culture. With a keen understanding of the evolving consumer landscape, brands within the maternal and baby industry can leverage this trend to innovate and connect with younger generations. By embracing the rich tapestry of Chinese culture and heritage, companies can create products that resonate with consumers on a deeper level, fostering loyalty and driving growth.

The future looks promising for the maternal and baby industry as it navigates this cultural revival. The echoes of a profound cultural lineage can be felt in everyday moments, guiding brands to create meaningful connections with consumers. This generation, and the next, will continue to find inspiration in the enduring charm of Chinese heritage.

Keywords: 

Shanghai CBME 2024 exhibitor workshops

Baby/teenage fashion trends at clothing expo

CBME 2024 maternity and baby product awards

target maternity​