The document is prepared by MindsLab Beijing, China. The content of the document summarised the key trends among Chinese moms when it comes to baby care, breast feeding and information source. (www.mindslab.cn)

1. Chinese moms breast feeding trend Prepared by MindsLab

2. Be prepared and be diversified
• Chinese moms start to collect and search baby related
information from the beginning of pregnancy. They want to
be prepared.
• They don’t blindly follow single information channel but
prefer to rely on different professional sources that can give
them better judgements.

3. Breastfeeding is irreplaceable
• Breastfeeding is a emotional journey for new moms. It
creates the indispensable bonding between mom and babies.
• It is the only experience cant be shared by any other family
members.
• Even more premium infant formula milk claims to be similar
or identical to human milk, moms still insist on the unique
value of human milk on baby’s development.

4. Information on the go
• Moms are actively searching for information but mainly on
various of baby apps as time is precious.
• Moms expect to have an professional app that can provide
multiple functions that all them to search and learn, on top
of, it must be trustworthy.

5. Smart moms
• Chinese moms are open to various channels to compare
price domestic and globally
• They expect small price gap between shopping at home
and shopping oversea.

6. Small is the new premium
• The small and delicate design indicates the advance
technology endorsement.
• Furthermore, elite Chinese moms are seeking for small,
light and portable breast pumps which allow them to carry
along with ease.
• Advance technology should be able to provide baby care
advice not only recording

7. Always on trend
• Chinese moms are endeavor with fast improving
technology and gadgets.
• Moms hold the same expectation on baby care products.
They expect constantly seeing new things or upgrades

8. Thank you