At the “2024 CBME Maternity, Baby & Child Industry Summit—Navigating China’s Fourth Era of Consumption,” CBME unveiled its highly anticipated 2024 China Maternity, Baby & Child Retail Market Report. This comprehensive release provided deep insights into CBME 2024 retail trends and the evolving landscape of the mother and baby industry in China.
China’s Unique Mother and Baby Retail Channel
Xiaoyuan Gu, General Manager at Informa Markets China (Hangzhou), highlighted the distinctive strength of the mother and baby industry in China, noting that nowhere else globally is the retail channel as developed. Each year, CBME conducts a detailed survey across the full channel to support strategic decision-making with data.
Macro Shifts Driving CBME 2024 Retail Trends
In the context of the fourth consumption era, multiple macro-level shifts are reshaping the mother and baby industry in China. These include economic deceleration, demographic evolution, digital adoption, and changing consumer values. As revealed in the CBME 2024 retail trends, consumers are moving from brand-centric, material-driven choices to preferences emphasizing simplicity, emotional resonance, and spiritual fulfillment.
Evolution of Consumer Behavior in the Mother and Baby Industry
With the maturation of the market, the mother and baby industry in China is transitioning from high-speed growth to refined operations. Emotional marketing and personalized services have taken center stage. While products are still essential, CBME 2024 retail trends show that differentiation increasingly relies on services, emotional value, and community engagement.
New Enterprises and Store Formats Entering the Industry
The influx of new businesses remains a constant across the mother and baby industry in China. According to the latest CBME 2024 retail trends, 28% of surveyed stores were launched post-2020. Young practitioners, particularly post-90s and 00s, now comprise 51% of CBME’s new user base.
This evolution reflects a broader industry trend: while some businesses exit, many new ones emerge, enriching the diversity of the mother and baby retail landscape.
Store Numbers and Participation Rising in 2024
Despite reports of store closures, CBME 2024 retail trends reveal that the total number of mother and baby stores remains robust at approximately 180,000, including over 80,000 children’s apparel shops. Additionally, over 30% growth in pre-registrations for CBME 2024 confirms rising participation.
Sales Recovery and Profit Improvement in 2024
Sales have started to rebound. According to the CBME 2024 retail trends, 65% of stores either maintained or increased sales in 2024, up 8% from 2023. Meanwhile, 62% of stores reported stable or growing profit margins, showcasing a healthy shift in business priorities from volume to profitability in the mother and baby industry in China.
Blurring Online-Offline Boundaries in Mother and Baby Retail
A key insight from CBME 2024 retail trends is the growing significance of omni-channel operations. Physical stores face footfall challenges, but non-store sales are rising, accounting for 22.9% of total revenue. Community groups, mini-programs, and public domain platforms like Douyin and Xiaohongshu are being widely adopted across the mother and baby industry in China.
Product Category Dynamics and Consumer Demand
Milk formula remains the leading category in offline retail. However, CBME 2024 retail trends note an increase in demand for nutritional products and a decline in children’s clothing and footwear sales. The expansion into family-oriented categories, such as adult nutrition and daily-use products, is another growing trend across the mother and baby industry in China.
Challenges in Serving the Whole Family
Although family-oriented expansion presents opportunities, CBME 2024 retail trends caution that not all stores are suited for this transition. Key challenges include inventory limitations, lack of pricing advantages, and poor consumer habits. Strong performance in core mother and baby products is essential before broadening offerings.
Strategic Outlook for China’s Mother and Baby Industry
Five focal points from CBME 2024 retail trends shape the outlook:
- Constant churn among new and old stores.
- Profit margins recovering more strongly than sales.
- Need for cost-effective or exclusive products.
- Blending of online and offline sales models.
- Importance of differentiated secondary categories.
The keywords for success in the mother and baby industry in China are “suitability” and “differentiation.”
Looking Forward: Innovation in China’s Retail Landscape
As the CBME 2024 retail trends illustrate, the future is wide open. Integration, category deep-dives, and AI applications will further shape the mother and baby industry in China. Brands and retailers must abandon one-size-fits-all models and embrace tailored, innovative approaches to thrive.
In conclusion, CBME 2024 retail trends provide a detailed roadmap for navigating the future of the mother and baby industry in China, guiding businesses to adapt and lead with resilience and relevance.
