Children's "intensive care and washing" has become a new import track. In the past year, more than 40 new brands have entered Tmall Global

Shampoos for different age groups, French organic leave-in conditioner sprays, American baby sunscreens, Korean baby after-sun repair masks ... these niche, new-concept hair care products are increasingly appearing in the shopping carts of the new generation of parents.

"The consumption upgrade of the younger generation of parents is also reflected in the field of children's care. Basic cleaning products can no longer meet the demand." The person in charge of maternal and child care at Tmall International told reporters that children's care products are becoming more and more sophisticated, and a new market segment has gradually formed in China. In the past year, more than 40 new children's care brands have entered the domestic market through Tmall International, and categories such as children's exclusive shampoos, facial cleansers, sunscreens, and facial masks have grown rapidly.

This year, overseas new brands will "give special attention" to Chinese babies in the development of new products , and plan to develop and customize more than 200 new products in the next year . Invest in product development teams and overseas experiments, and work with Tmall International to develop products that are more suitable for Chinese children's skin and usage scenarios in terms of efficacy, texture, skin feel, product form, and appearance design. For example, creams suitable for sensitive skin changing seasons, cross-border IP joint gift boxes, portable sunscreen air cushions, and wash-free hair care products.

(Children's toiletries become a new cross-border consumption track, and overseas professional brands are accelerating their entry into China through Tmall Global)

In July this year , French children's care brand Enfance launched a global new product on Tmall Global - "Children's Organic No-rinse Conditioner Spray", which was very popular among young mothers. This new no-rinse concept product was jointly created by Tmall Global and the brand's French laboratory.

"The platform's consumer insights and trend forecasts based on digital technology are one of the important bases for new product development at our headquarters in France." Antony ZOU, head of Enfance Paris Childhood Greater China, is very optimistic about the children's exclusive skin care market. He said that when the brand first entered China in 2020, Tmall Global provided strong support in category layout, brand operation, and new product development. In the first half of this year, the flagship store's sales increased by 300% year-on-year. "In 2022, we will also release children's skin care products jointly customized with the platform."

According to iMedia Research, the size of the domestic maternal and infant market reached 4.09 trillion yuan in 2020, is expected to reach 4.77 trillion yuan in 2021, and is expected to reach 7.63 trillion yuan in 2024. Among them, baby care is one of the fastest-growing industries in China, and has accelerated its onlineization after the epidemic.

"The domestic maternal and infant industry is entering a stage of obvious consumption upgrading, especially baby skin care. Young parents' awareness of skin care safety and knowledge reserves are gradually improving, and they have high demands for the ingredients and refinement of products." Rita Hu, CEO of Evereden China, an American maternal and infant care brand, believes that cross-border e-commerce has greatly facilitated the growth of overseas brands in China, accelerated the brand's collection of domestic consumer feedback, and shortened the product innovation cycle.

(Enfance, a French children's care brand, designs shampoos for different age groups)

Like Enfance, quickly obtaining market feedback through cross-border e-commerce and accelerating the guidance of new product research and development has become an important path for many overseas brands to actively innovate in the Chinese market.

Evereden, which entered China in 2019, has upgraded the feel of its products specifically for the skin characteristics of domestic babies, and has launched customized gift boxes suitable for gift-giving scenarios. Milk baobab, a national maternal and child care brand with more than 1,000 physical stores in South Korea, entered Tmall International in September 2020 to explore new market opportunities during the epidemic, and actively adjusted its product category layout based on platform feedback. It is currently developing a new children's facial cleanser based on the "fragrance" that domestic children like.

Tmall

Children's care

Mother and Baby