In recent years, although online channels have rapidly expanded, the maternal and child retail industry has seen a significant share shift. The rise of e-commerce has indeed impacted physical stores, but this does not mean that offline channels have lost their value. On the contrary, boutique maternal and child stores and therapeutic maternal and child stores are emerging as vital forces offering professional maternal and child services that online platforms cannot replicate.

At the 2024 CBME Maternity, Baby, and Child Industry Summit, dairy industry analyst Song Liang emphasized that offline maternal and child channels remain the cornerstone of future growth. Offline stores are expected to command higher product pricing because of the added value provided by their professional maternal and child services.

Boutique Maternal and Child Stores: Combining Quality with Culture

Song Liang pointed out that the future model of the maternal and child industry will not follow a fixed format but instead integrate local culture with professional retail services. This is where boutique maternal and child stores play a crucial role. These stores stand out by focusing on high-end, premium baby products, offering consumers an elevated shopping experience that combines product quality with personalized service.

In the face of online competition, boutique maternal and child stores have adapted by merging offline and private domain operations. The emphasis on luxury-grade baby care products and curated assortments helps these stores retain consumer trust and loyalty.

Therapeutic Maternal and Child Stores: High Threshold, High Value

Alongside boutique formats, therapeutic maternal and child stores are gaining attention as a key development trend. These stores act as entry points for specialized maternal and child products, particularly in the area of nutritional and developmental care.

However, building a successful therapeutic maternal and child store requires deep expertise and a highly trained staff—often on par with medical professionals. As Song Liang highlighted, many such stores are moving too quickly without the necessary level of professionalism. To succeed, therapeutic maternal and child stores must take the long-term route of offering professional maternal and child services, prioritizing accuracy, credibility, and service excellence.

Why Professional Maternal and Child Services Are the Future

Whether it’s through boutique maternal and child stores or therapeutic maternal and child stores, the integration of professional maternal and child services is non-negotiable. These services create brand loyalty and sustain the vitality of consumer trust—something that online price comparison simply cannot provide.

Song Liang observed that brand value is shifting from individual product names to platforms. In this context, boutique and therapeutic maternal and child stores become the “platforms” of the offline world, delivering trustworthy service, specialist advice, and high-quality product curation.

The Road Ahead: Fewer but Stronger Stores

Looking ahead, the reshuffling of channels will likely reduce the number of physical stores to between 50,000 and 80,000. However, those that remain will need to rely heavily on their professional maternal and child services to differentiate and survive. Both boutique maternal and child stores and therapeutic maternal and child stores are central to this transformation.

They represent the future of offline maternal and child retail: focused, professional, and deeply integrated with consumer needs and local culture.