We mentioned several weeks ago that the baby care market is booming in China, and we revealed some insights and recommendations about how to successfully market to mothers in China. If you’ve missed the article or are interested in reading it again, click here.
The baby care market in China is huge and fast-growing, with both established international brands and domestic brands competing for market share. The newly introduced two-child policy, accelerated urbanization, increases in disposable income, and a willingness by parents to pamper their children with high quality products are amongst the many factors that have fueled this rapid growth. According to Mintel, China’s baby care market achieved total sales of RMB9.617 billion (US$1.4 billion) in 2018.The largest segment was baby skincare accounting for 60%, followed by baby bath and soap segment at 31% and baby hair products segment at 10%. This shows that the baby care market has immense growth potential and now is the opportune time for baby personal care brands to tap into China.
Taking care of their children’s skin is a top priority amongst Chinese parents
Baby skincare is a delicate matter which Chinese parents take near and dear to their hearts. In fact, quality baby skincare products are one of the top products Chinese parents most frequently buy for their infants. Because their little ones’ skin is naturally more delicate, parents endeavor to protect them in the best way possible. Chinese parents show this devotion for their children by purchasing baby personal care brands that can keep their baby’s skin hydrated, moisturized, and most importantly, irritation-free. They are more willing to pay higher prices not only for quality and safety but also for extra nourishing benefits. A research by HKTDC revealed that 90% of the Chinese parents would buy organic/natural products for their children as much as possible, showing there is a huge demand for products with organic/natural labels.
Chinese parents are constantly seeking organic/natural baby personal care products for their children
As previously mentioned, tending their children’s skin is always a priority amongst Chinese parents. Infant skin conditions such as eczema, rashes, and cradle cap seem to be more common nowadays, prompting more parents to willfully pay a premium for products claiming to address their children’s skin problems. Specifically, 71% of the parents would look for brands and/or products that ‘solve skin problems’, and 68% for products that ‘contain ingredients that can benefit skin’.
When looking for personal care products for their infants, Chinese parents are generally persuaded by hypoallergenic, alcohol-free, fragrance-free, dye-free, and tear-free labels. To Chinese parents, these labels suggest that the products do not have additives or chemicals that can be harmful to their children. Simply put, organic brands or brands made with natural, quality ingredients are poised to succeed in the baby market in China.
3 tips for natural or organic brands to get their products in front of the Chinese consumers
- Establishing digital presence is key to building a successful brand in China
China is home to the largest online community in the world. Chinese consumers are largely reliant on online channels for product discovery and comparison, making it crucial for brands to build a digital presence, coupled with innovative and creative marketing strategies, to reach, engage, and convert these consumers across different touchpoints of their consumer journeys. Particularly for baby personal care products, brand is one of the most important associated keywords in online baby-related item searches. Therefore, baby brands looking to tackle the China market must build their online presence and a closed and robust digital ecosystem to come out on top.
- Set up your e-commerce platforms to reach more prospects and customers
As discussed in the last point, having digital presence is key to building a coveted brand in China. But, imagine what the customer experience would be like when a customer, after spending a lot of time doing online research, found that the item they’re ready to purchase was not available on any e-commerce platform? It would perhaps drive the customer away and to another brand that can be purchased online. According to a survey conducted by iResearch in 2019, most young mothers stated that online channels, including general and specialized e-commerce platforms, websites, and social media e-commerce, were some of the popular channels they visited to buy mother and baby products. This shows that brands who have e-commerce presence are more likely to be favored by Chinese mothers, especially the working moms who are juggling jobs, family and childcare.
- Word-of-mouth is a powerful strategy in China
Word-of-mouth is an essential brand-building tool for brands launching into China, where the market is characterized by peer-led decision-making. 60% of Chinese consumers say friends and family members are a major source of product information, based on which they make purchase decisions. In order to drive word-of-mouth referrals in China, brands should focus on word-of-mouth generation activities, which encompasses building brand recognition, as well as creating a trusted community where users are encouraged to share their feedback. If users can find positive reviews for a brand or a product in which they are interested in a trusted community, then the brand/product is off to a great start.
OrgHive is the platform to grow your brand in China
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