The maternal and infant product sales have raised hundreds of millions of yuan in financing, and the niche market has taken the first place in the world

The infant and toddler products market holds huge business opportunities!

In the process of children's growth, infant and toddler daily necessities play an important role. They not only bear the responsibility of providing convenience, but also carry more expectations from parents, such as high quality, safe use, reasonable design and personality ... At the same time, people's living standards are increasing year by year, and families with higher disposable income pay attention to buying high-quality products for their children first ! Various factors have driven the growing demand for parenting products , and a number of big sellers have emerged!

The maternal and infant sales volume received new financing of 100 million yuan, and the niche track ranked first in the world

Recently, Hangzhou maternal and infant brand Buddy Buzzy announced the completion of a new round of financing worth 100 million yuan, led by Hangzhou Government Industry Fund and followed by old shareholder Baojiehui Innovation Fund . The financing funds will be mainly used for product research and development, smart IoT ecosystem construction, brand and team investment, and smart factory construction.

Two Rabbits is an emerging brand established in 2020. It specializes in the field of infant and toddler products. From technological safety seats to strollers, growth chairs, and more life peripherals , it has gradually established its own product matrix.

It is understood that as early as 2021, the Two Rabbits had won two rounds of financing, including a tens of millions of yuan angel round of financing from Anpu Capital & Fengqiao Capital in March , and tens of millions of yuan in A round of financing from Qingliu Capital in December .

The reason behind the frequent capital favor is actually the strong strength. In 2023 , the smart child safety seats under Two Rabbits won the international iF Design Award, the Italian A'Design Gold Award and the American IDEA Award . Two Rabbits not only won mainstream international awards, but also topped the mainstream e-commerce platforms.

In January 2021 , two rabbits ' products entered the top category of child safety seats on Tmall .   5 , and then the ranking steadily improved, and in September it successfully ranked among the top single products of Tmall safety seats.   1 .

It can be said that Two Rabbits is a well-deserved domestic maternal and infant product seller. However, just as it has extended its product line from single items to more scenarios for baby travel and growth, its sales channels are also constantly expanding.

At the beginning of 2024, Two Rabbits started to expand its brand overseas. It has now entered offline channels in countries and regions such as Sweden, Italy, South Korea, and the Middle East, and has also started to expand its overseas cross-border e-commerce channels . Two Rabbits once said that the brand will first establish offline channels through agents overseas, and then gradually expand the online market after completing the offline layout . Through a series of measures, it can be seen that it is optimistic about the overseas cross-border e-commerce market.

At present, the cumulative sales of Two Rabbits’ child safety seats have exceeded 300,000 units, ranking first in the global smart safety seat industry.

Experts in the parenting field gather here! Big sellers are staking their claim in niche areas

There are many excellent and best-selling brands in the infant and toddler products market, such as Good Baby, Wilton, BeBeBus, qborn, AILEBEBE, Joie, Britax, GRACO, Cybex, and Maxi-Cosi.

In the early days, Wilton, a Ningbo child safety seat brand, mainly provided ODM services for European and American brands. It was the first manufacturer in China to successfully develop a safety seat with independent intellectual property rights that was certified by the European Union. With the rise of brand awareness, it gradually shifted from OEM to the research and development and sales of its own brands. Data shows that in the first quarter of 2023, the cross-border e-commerce sales channel of Wilton's safety seats increased by as much as 729%.

BeBeBus (parent company is a different group) , a young mother and baby brand that is positioned at the high end , is striving to be listed on the Hong Kong stock market. Its products cover four key scenarios: parent-child travel, parent-child sleep, parent-child feeding and hygiene care, mainly including baby strollers, child safety seats, baby waist stools, cribs, sleeping bags, etc.

It can be observed that the prices of its products are generally higher than the market price. For example, the discounted price of a baby stroller is still over 10,000 yuan. Even so, BeBeBus is still popular among consumers who pursue quality and quality. Many of its products are leading in sales in their respective categories. According to Frost & Sullivan, BeBeBus is the best-selling durable high-end parenting product brand in China in terms of GMV in 2023.

In fiscal year 2022, fiscal year 2023 and the first three quarters of 2024, the revenue of different groups was 507.2 million yuan, 852.1 million yuan and 884.3 million yuan respectively. The adjusted net profit was 9.8 million yuan, 59 million yuan and 74 million yuan respectively. BeBeBus also aims to develop globally, and has taken many measures, such as the establishment of BeBeBus USA in October 2024 and the launch of a new website to promote international online sales. BeBeBus Indonesia was established in December 2024 as part of the strategy to enter North America and Southeast Asia.

Goodbaby, a well-known children's products brand , has incubated multiple brands, including Evenflo (American brand), Cybex (German brand) and gb (own brand). It is understood that the Cybex brand's revenue in the first half of 2024 was as high as HK$2.158 billion, a year-on-year increase of 18.9%. It has achieved remarkable results on online platforms. Many of its products have entered the German Amazon Best Sellers list, and its high-end safety seats have won the first place in the market segment.

Heading to overseas markets! Maternal and infant players seek a second growth curve

Just as maternal and child products such as Two Rabbits and BeBeBus are selling well, more and more players are heading to overseas markets to look for a second growth curve.

Childcare products can meet the basic needs of infants and young children in terms of travel, sleep, feeding and care. According to Frost & Sullivan, the Chinese childcare products market, especially the high-end market , is highly competitive and has continued to grow in recent years. According to GMV in 2023, the top five brands account for a combined market share of approximately 18.4%. At the same time, the overseas market is vast and has unlimited business opportunities. Data shows that the global childcare products market size has increased from US$76.4 billion in 2019 to US$93.6 billion in 2023, with a compound annual growth rate of 5.2% from 2019 to 2023. It is expected to reach US$119.5 billion by 2028, with a compound annual growth rate of 5.0% from 2023 to 2028.

Taking durable childcare products ( such as strollers, cribs, child safety seats, baby waist stools and dining chairs, as well as other related products ) as an example, China's durable childcare products market has been growing continuously, supported by stable consumer demand. The estimated average expenditure on durable childcare products for each newborn in China from birth to five years old in 2023 is RMB 5,800, which is only 31.3% of the US spending level.

The Yangtze River Delta, the Pearl River Delta, Fujian, Shandong and other regions are important clusters of China's childcare products industry , and Chinese sellers have important advantages. Whether it is mass childcare products that focus on affordability and practical functionality , or the high-end childcare market that emphasizes superior quality and advanced functions , Chinese players can always find the best position.

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