Author Introduction: Li Hao, founder of CASS Consulting, is a serial entrepreneur, angel investor, and industry thought leader. He lectures at Voluminous Engine & Peking University Guanghua President Class and the Startup Black Horse Program. Recently, he delivered a keynote titled “The Douyin Breakthrough Strategy for the Maternity and Infant Industry in 2025” at the Winter Seminar and Maternity & Infant Industry CEO Summit.
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Douyin Marketing Strategies 2025: New Opportunities for Maternity eCommerce Growth
The maternity and baby industry in China is entering a stock-based competition cycle. According to industry reports, the growth of market transaction volume has slowed, with consumers focusing more on cost-effectiveness. The shift towards scientific parenting and quality upgrades has driven the sector into a phase of premium consumption.
Douyin, with over 700 million daily active users, remains a key platform for maternity eCommerce growth. CASS Consulting reported that from January to October 2024, sales for the top 1000 maternity and baby brands on Douyin grew 44.5%, close to Douyin eCommerce’s total growth rate of 46%. While leading brands are gaining dominance, niche sectors offer emerging opportunities for brands leveraging Douyin marketing strategies 2025.
Market Saturation vs. Growth Niches
Some sectors like baby diapers and cotton soft paper are highly saturated, limiting new entrant success. Baby formula remains primarily offline. However, Douyin marketing strategies 2025 show growth potential in niche and specialty product sectors, particularly those aligned with maternity eCommerce growth.
In baby wash and care, multiple brands have sparked a new inward wave, although future success hinges on targeting specific subcategories and audience segments.
In baby supplies (e.g., feeding tools, protective gear), brand concentration is low, allowing new entrants to leverage refined operations and breakout product strategies.
Maternity and postpartum nutrition products show consistent opportunities, backed by ChanMama Cube data, which confirms this segment’s superior growth rate over baby care in 2023.
Related Article: Recap and Analysis of Douyin E-Commerce in the Maternity and Baby Industry for 2024: Are These Growth Opportunities in Your Grasp?
Core Elements of Douyin Marketing Strategies 2025
Li Hao emphasizes three pillars for mastering Douyin: algorithm, content, and influencers. These align closely with maternity eCommerce growth goals.
Demographic Thinking:
Brands must tailor content and product positioning to their target demographics. The success of brands like Feihu shows how “dislocated competition” can succeed by avoiding direct rivalry and focusing on less saturated consumer tiers.
Feihu’s strategy of partnering with a diverse range of influencers and aiming at lower-tier cities aligned perfectly with Douyin user trends. For instance, Douyin’s user growth from third- to fifth-tier cities reached over 30%-79%, while it declined in first- and second-tier cities.
Case Study: Kangaroo Mommy
Kangaroo Mommy saw over 200% growth in 2024 by expanding into teenage wash and care. The brand targeted second-time mothers—a rising Douyin user segment—and refined its product offerings accordingly. The results reflect the power of demographic-focused Douyin marketing strategies 2025.
Sector Thinking: Blue Ocean Strategy for Maternity eCommerce Growth
Sector-specific strategies are critical. In a saturated market, choosing the right niche is key.
Case Study: Perdays
Perdays achieved success by targeting the untapped probiotic segment in maternity and postnatal care. Their Douyin-first strategy used a mix of self-broadcasts, influencer collaborations, and SKA influencers (specific knowledge area) to drive growth. The product’s strong content value enabled both natural and paid traffic strategies.
Case Study: Jiaer Youyou
Jiaer Youyou exemplifies the “hit product + influencer distribution” model. With niche products like the mushroom teether, they grew their Douyin GMV by 240% YoY. Their success underscores how Douyin marketing strategies 2025 can unlock maternity eCommerce growth in deeply segmented categories.
Related Article: Baby products e-commerce platforms in China
Recommendations for Maternity Brands on Douyin in 2025
- Full-Domain Operational Excellence: Mature sectors require high performance across short videos, influencer marketing, self-broadcasting, and product card strategies.
- Mid and Small Influencer Collaboration: Mid-tier influencers (100k-1M followers) and high-performing small influencers (10k-100k followers) are increasingly driving sales across maternity categories.
- Integrate Online-Offline Synergies: Douyin marketing builds brand awareness that feeds offline channel expansion, especially in down-market areas. This cyclical growth supports broader maternity eCommerce growth objectives.
The article is from CASS Data, authored by classmate Li Hao.
