"China Implements Three-Child Policy... Korean Companies Should Focus on China's Infant and Toddler Market"

[Asia Economy Reporter Woo Su-yeon] As the development of the maternal and infant-related industries in China is expected to accelerate, there is a call for Korean companies to actively enter the related market.

According to the 'Current Status and Implications of the Development of the Chinese Maternal and Infant Products Market' published on the 29th by the Korea Trade-Investment Promotion Agency (KOTRA) Chengdu branch, the Chinese maternal and infant industry market grew at an average annual rate of 16.5% between 2017 and 2020. Furthermore, with the Chinese government announcing on May 31 a policy allowing up to three children per household, the related industry is expected to face a growth opportunity.

Examining brand preferences for nine major product categories including infant formula, diapers, strollers, clothing, and maternity products, most respondents answered that they "do not mind whether the product is domestic or foreign," followed by a high proportion of those who "only purchase or prefer foreign brands."

China Maternal and Infant Industry Market Size (Unit: 100 million yuan)
(Data = Big Data Research)

In particular, for safety-sensitive items such as infant formula, diapers, and baby food, preference for foreign brands was higher. In the case of infant formula, it was the only category where "purchase/preference for foreign brands" (50%) exceeded "do not mind domestic or foreign" (38%). Conversely, only baby bedding and clothing showed a higher response rate for "purchase/preference for domestic brands" (15%) than for "purchase/preference for foreign brands" (8%).

For maternity products, it was found that practical items such as stretch mark prevention body lotion, foundation, and folic acid?products that cover stretch marks and blemishes while providing nutrients and preventing dizziness?were mainly purchased.

Kim Hee-young, Deputy Director of KOTRA, said, "It will be useful to have a promotion strategy through applications like WeChat targeting the main consumer group born in the 1990s, who value high safety and quality competitiveness." She added, "People born in the 1990s tend to try products that are famous on the internet even if they are not well-known brands, so it is important to develop strategies that meet their needs."

This content was produced with the assistance of AI translation services.