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Mother and Baby Products Retailing - China - September 2015

Mother and Baby Products Retailing - China - September 2015

“The mother and baby products retail market has not only grown quickly, but it has also quickly moved online. However, it is a market where trust in quality and advice are crucial. Consumers need to be convinced of product quality in-store before they go on to buy online.

Building brand trust and confidence increasingly means companies must not only sell high quality products, but also provide a high level of expertise and advice. This means developing new services with the help of infant development experts and institutions, but also training staff to deliver that expertise.

As the market quickly expands into lower tier cities, brands and retailers must see their business expansion not just in terms of product delivery logistics, but also in terms of service and expertise delivery. It also requires better provision of information and engagement with consumers, using all retail channels (both online and in-store), as well as engaging with consumers through social networks.”

– Matthew Crabbe – Director of Research, Asia-Pacific

This report looks at the following areas:

Previous purchasing of baby products
Important factors influencing retailer choice
Planning and research prior to product purchase
Factors influencing product purchase
Health and safety factors influencing product purchase
Attitudes towards mother and baby products


VIEW
Definition
EXECUTIVE SUMMARY
The market
Figure 1: China – Total retail market for mother and baby products, 2010-2020
Companies and brands
Figure 2: China – Mother and baby products retail sales, by format, 2014
The consumer
Figure 3: Mother and baby products bought by consumers in the past 12 months, May 2015
Important factors influencing retailer choice
Figure 4: Factors influencing choice of retailer for mother and baby products, May 2015
Planning and research prior to product purchase
Figure 5: Period when consumers look for information for different types of baby products, May 2015
Factors influencing product purchase
Figure 6: Key factors influencing consumer choice of baby products, May 2015
Health and safety factors influencing product purchase
Figure 7: Key health and safety factors important to consumers when choosing which products to buy, May 2015
Attitudes towards mother and baby products
Figure 8: Consumers’ attitudes towards purchasing mother and baby products, May 2015
What we think
ISSUES & INSIGHTS
The pros and cons of in-store versus online
Being the fount of expert advice
Safety remains the prime motivator
THE MARKET
What you need to know
Consumers will continue to trade up
Increasing shift towards non-food spending
Low birth rate means more scope for trading up
Market size and forecast
Figure 9: China – Total retail market for mother and baby products, 2010-2020
Market segmentation
Food dominates the market
Figure 10: China – Retail sales of babycare products, 2011-15
Great potential in driving non-food sectors
Figure 11: China – Growth in retail sales of babycare products, 2011-15
Marketing of products could start sooner
Figure 12: Period when consumers look for information for different types of baby products, May 2015
Market drivers
A mini baby boom?
Figure 13: Number of babies aged 0-3, 2011-15
Per capita spending rising
Figure 14: China – Mother and baby products per capita sales as a % of per capita average urban income, 2011-15
Investing in better quality
Still room to promote child car seats
KEY PLAYERS
What you need to know
More retail shifts online
Online retailers dominated by Tmall
Specialist retailers competing to be the source of advice
Format share
Retailers shifting to online selling
Figure 15: China – Share of mother and baby product sales by retail format, 2012-14
Online potential for deeper penetration
The big online portals
Tmall
JD.com
Suning
Other notable online retail sites
Key mother and baby specialists’ differentiation
Babies to Kids (乐友孕婴童)
Baby King (孩子王)
Goodbaby (好孩子)
Other key mother & baby specialists
THE CONSUMER
What you need to know
Online purchasing has significant impact
Genuine, safe products lead in-store; price and range lead online
Product consideration begins well before birth
Advice and recommendation avidly sought
Consumers consider many health & safety factors
Trust significantly influences consumer attitudes
Previous purchasing of baby products
Online purchasing has significant impact
Figure 16: Mother and baby products bought by consumers in the past 12 months, May 2015
Experience/age impacts online/in-store channel choice
Figure 17: Mother and baby products bought by consumers in the past 12 months, by age group, May 2015
Higher income consumers more likely to buy online
Figure 18: Mother and baby products bought by consumers in the past 12 months, by monthly household income group, May 2015
In-store versus online very different by city tier
Figure 19: Mother and baby products bought by consumers in the past 12 months, by city tier, May 2015
Factors influencing choice of retailer
Genuine, safe products lead in-store; price and range lead online
Figure 20: Factors influencing choice of retailer for mother and baby products, May 2015
Retailer choice factor differences
Figure 21: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by age group, May 2015
Figure 22: Differences in factors influencing choice of in-store/online retailer for mother and baby products, by monthly household income
group, May 2015
Planning and research prior to product purchase
Product consideration begins well before birth
Figure 23: Period when consumers look for information for different types of baby products, May 2015
Research skills shape information priorities
Figure 24: Period when consumers look for information on infant formula milk and supplementary baby foods, by level of educational
attainment, May 2015
Information sources sought for baby foods
Figure 25: Period when consumers look for information on infant formula milk and supplementary baby foods, by key factors influencing
consumer choice of baby products, May 2015
Information sources sought for non-food products
Figure 26: Period when consumers look for information on nappies/diapers and baby skincare products, by key factors influencing consumer
choice of baby products, May 2015
Factors influencing product purchase
Advice and recommendation avidly sought
Figure 27: Key factors influencing consumer choice of baby products, May 2015
Younger mothers seeking professional advice
Figure 28: Key factors influencing consumer choice of baby products, by age group, May 2015
Independent information gathering grows with income
Figure 29: Key factors influencing consumer choice of baby products, by monthly household income group, May 2015
Health and safety factors influencing product purchase
Consumers consider many health and safety factors
Figure 30: Key health and safety factors important to consumers when choosing which products to buy, May 2015
Income affects consumers’ considerations
Figure 31: Key health and safety factors important to consumers when choosing which products to buy, by monthly household income group,
May 2015
Age and experience also affects choice
Figure 32: Key health and safety factors important to consumers when choosing which products to buy, by age group, May 2015
Attitudes towards mother and baby products
Trust significantly influences consumer attitudes
Figure 33: Consumers’ attitudes towards purchasing mother and baby products, May 2015
Demand for knowledge rises with income level
Figure 34: Consumers’ attitudes to purchasing mother and baby products, by monthly household income group, May 2015
But consumer attitudes are very different by city
Figure 35: Consumers’ attitudes towards purchasing mother and baby products, by tier 1 city, May 2015
Figure 36: Consumers’ attitudes towards purchasing mother and baby products, by tier 2 & 3 city, May 2015
APPENDIX
Appendix – Market size and forecast
Figure 37: China – Total market value for mother and baby product retail sales, 2010-20
Methodology and abbreviations
Methodology
Abbreviations
RESEARCH METHODOLOGY
China Research Methodology
Confidence levels
Sample sizes by city
Sampling methodology and sampling structure
Our research partner - QQsurvey
QQ’s sampling and Quality control
Further Analysis
Appendix

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