Amazon's small category is the first to hit the market!

The money-making ability of baby products is so strong that even at a time when the global infant birth rate is declining, it still shows a strong growth rate. It is estimated that the size of the global maternal and infant market will reach US$1.4 trillion in 2027.

As Chinese maternal and infant brands gradually shed the label of "low-end manufacturing", they have turned their attention to overseas markets to explore new growth points. With their advantages of differentiation and innovation, a number of maternal and infant brands have rapidly risen overseas, and some have even entered the capitalization stage.

Maternal and infant products are selling like hot cakes on Amazon!

Recently, Juzhi Technology Innovation Co., Ltd. (hereinafter referred to as "Juzhi Technology") submitted a prospectus to the Hong Kong Stock Exchange in an effort to go public. The sponsor is Xinhua Huifu.

As a company focusing on the manufacturing of maternal and infant electronic products, Juzhi Technology's ability to enter the listing process has a lot to do with its core brand, baby monitors.

In 2016, Juzhi Technology, which had been established for more than ten years, officially launched the brand "HelloBaby" and sold its products to the United States and Canada through platforms such as Amazon and Walmart.

As we all know, North America is the market with the highest acceptance of baby monitors. In 2023 alone, the sales volume of this market reached 7.5 million units, accounting for 40% of the global market share, and its growth rate is far ahead. It can be said that winning the North American market is equivalent to winning the biggest piece of the market, and HelloBaby is just like this.

Financial report data shows that from 2022 to the first nine months of 2024, the company's revenue in the United States accounted for 56.8%, 70.9% and 75.7% respectively. Later, the company successfully expanded its business to the United Kingdom and various European countries, and its revenue also experienced a significant leap.

It jumped from 190 million yuan in 2022 to 348 million yuan in 2023, and in the first nine months of 2024 its revenue had reached 349 million yuan, close to last year's full-year level.

This is mainly due to the overseas sales of HelloBabby baby monitors. In the past three years, the revenue of this product has accounted for more than 90%, and only a small part of the revenue comes from home telecommunications products, baby monitor accessories and other products. In 2023, the annual sales of its baby monitors will exceed 800,000 units.

Amazon is its main revenue channel, accounting for more than 80% of its total revenue , and by the end of September 2024, this proportion will exceed 90%. In other words, Juzhi Technology can get hundreds of thousands of orders on Amazon every year.

HelloBabby is a BSR brand in the baby monitor category on Amazon, and many of its products are hot-selling. Take the upgraded baby monitor in the picture below for example, which is priced at $79.98, has 11,900 reviews, and has sold more than 30,000 units in a single month.

On Walmart, another major sales platform, HelloBabby also has a single product that has won the BSR. Although its sales volume is far less than Amazon, it has also achieved a million-dollar revenue. At the same time, the company has also begun to build its own website and offline distribution, and convert orders through social media marketing.

Today, Juzhi Technology has successfully occupied a place in the baby monitor export market. In 2023, the company became the third largest baby monitor manufacturer exported from China to the United States, with a market share of 14.6%. It also firmly holds the top spot in online sales exporters, with a market share of 36.5%.

However, similar to many big sellers, Juzhi Technology is more "biased" and highly dependent on Amazon. Although it has made changes to expand offline and its own websites, the results are not ideal. The proportion of Amazon channel revenue has even shown an upward trend.

In the future, whether Juzhi Technology will adjust its strategy and successfully go public under the magnifying glass of capital remains to be seen.

The baby and child market has seen big sales

Like Juzhi Technology, there are many Chinese brands that have been deeply involved in the maternal and infant market and have created a place for themselves overseas, including Momcozy, MAKUKU, etc.

Momcozy , which mainly focuses on maternal and child products, was founded in Shenzhen in 2017. It successfully entered the North American market with its "wearable breast pump" and has now successfully become the top seller in the breast pump category on Amazon, with a market share of 40%.

On Amazon, many of its products have monthly sales of 5K+ or even 10K+, and one of its electric inhalers has achieved sales of over 10 million US dollars in half a year. Currently, its products have expanded to include nursing bras, pregnancy pillows, breast milk storage bags and many other products.

The maternal and infant product giant MAKUKU has focused its attention on the Southeast Asian market, the region with the largest number of newborns in Asia. When it was first established in 2020, MAKUKU quickly occupied the mid-to-high-end maternal and infant market.

Less than a year after its establishment, it has created three series of products to meet the needs of different groups of people. Its products cover maternal and child products, milk powder, complementary food, children's clothing, toiletries, cotton products, etc. At present, it has successfully become the third largest diaper brand in Indonesia, and its independent station search ranking ranks first.

The sales and popularity of brands are enough to show the popularity of Chinese maternal and infant brands overseas. From another perspective, foreigners themselves are more fond of Chinese parenting tools.

A search on overseas social media platforms such as TikTok found that many videos about Chinese mother and baby products have received millions of views, such as maternity bags filled with diapers, singing and walking crabs, etc. Some overseas netizens have asked for product links below.

In addition, other magical toys such as repeating ducks and bubble machines have become popular, and local consumers have placed orders crazily, driving some products to the top of Amazon's sub-categories. On TEMU, the sales of a bubble machine have even accumulated to 100,000.

This is enough to show that overseas netizens love Chinese maternal and infant products. In fact, as more and more Chinese products continue to work hard in design, quality, and brand, they have successfully shed the title of "low-end manufacturing" and the products sold are also selling well.

Data from an overseas survey shows that maternal and infant products account for nearly 20% of the income of families with children, and they are planning to maintain the same level of spending or even increase spending, which undoubtedly wins more market space for maternal and infant brands.

Especially those seemingly inconspicuous regions. Take Saudi Arabia in the Middle East as an example. Unlike the continued decline in fertility rates in Europe, the United States, Japan and South Korea, the fertility rate in this region is relatively high. Children aged 0-14 alone account for 32.4%, and their spending on children is five times that of European and American countries, making this region the world's largest importer of baby products.

As early as 2023, the Middle East maternal and child products market reached US$7 billion, and is expected to continue to expand at a compound annual growth rate of 79%, surging to US$84.9 billion by 2027. Babycare once opened stores in the Middle East, and Hibobi's independent website has achieved an annual revenue of US$50 million, which is enough to show the vastness of the market.

In the future, as the maternal and infant market continues to grow, Chinese brands will adhere to long-termism and occupy more market share overseas through stable long-term thinking.

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Juzhi Technology, Amazon