Outdoor consumption such as parent-child camping surges, cross-border imported "baby and child sunscreen" category welcomes opportunities

Data shows that since April this year , the sales of imported baby sunscreen products on Tmall Global have increased by more than 900% compared to February. Among them, sunscreen products developed by overseas brands specifically for infants and young children with simple ingredients and safe formulas are the most popular.

"In the past few years, we have observed that as young parents' awareness of sun protection increases, they have also begun to pay close attention to their babies' sun protection needs." Zhe Yu, head of operations for the baby and child care category at Tmall International, told reporters that overseas brands are often more advanced in product ingredients, functionality and research and development concepts, and are leading the market's innovation and development.

Baby and child sunscreen brands from Japan, South Korea, Europe and the United States have accelerated their successful entry into China through cross-border e-commerce platform Tmall Global. It is reported that over the past four years, the number of imported brands in the baby and child sunscreen category on Tmall Global has increased by more than 140%, and the sales volume of the category has increased nearly 10 times.

( Photo: Over the past four years, sales of baby and child sunscreen products on Tmall International have increased nearly 10 times )

It has become a consensus among many overseas brands to enter China first through cross-border e-commerce and explore new opportunities in the domestic consumer segments. A number of imported baby and child brands have quickly gained new customers and increased brand awareness on Tmall International.

In 2020, Japanese maternal and child care brand Alobaby selected Tmall Global as its first launch platform among multiple domestic platforms and opened the Alobaby overseas flagship store. Together with the platform, it paid attention to the two major needs of "sun protection" and "mosquito repellent" for children's outdoor travel. In 2021, it quickly introduced the mosquito repellent and sunscreen two-in-one spray into China, and it entered the platform's mosquito repellent water hot-selling list that year.

Korean baby care brand Gongjoong Mi Ce also entered Tmall International in 2020, with annual sales maintaining an annual growth of more than 50%. This year, its star product baby sunscreen grew by triple digits year-on-year compared to 2021.

"In China, Tmall Global is an important bridge for overseas brands to communicate with Chinese consumers. It continues to improve in terms of product richness, brand coverage, new product update speed, logistics distribution, and after-sales service. This is why we choose Tmall Global first." AIREE, a Japanese brand specializing in outdoor skin protection for Asian children, said. After entering the market in July 2020, the monthly new customer share of the brand store has remained above 85%.

( Photo: A number of imported baby and child brands have quickly gained new customers and increased brand awareness on Tmall Global )

In addition, the "Global Maternal and Infant Industry New Product Trend Report" released by Mintel and Tmall International shows that in the field of baby care represented by sunscreen, experienced skin care "ingredient party" parents pay attention to the natural purity of product ingredients and subsequent scientific research and technological upgrades, and are willing to pay for products that can solve specific skin problems of their babies.

In the past three years, global baby product innovation has been dominated by categories such as bath and skin care products, and the Chinese market has released the most new products in the baby care category. Overseas brands are also actively cooperating with Tmall Global to customize more new products for Chinese babies.

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