Baby products are at the top of Chinese parents’ priorities, even before their birth Read more https://cosmeticschinaagency.com/baby-personal-care-market-china/ Chinese babies are getting more spoiled than ever. Over the last few years, China baby care market has witnessed rapid growth, with the abolition of the one-child policy and the increasing purchasing power of Chinese families.

1. WHY JOHNSON&JOHNSON
LOST ITS POSITION IN
CHINA BABYCARE MARKET?
SWIPE

2. SWIPE
NOT WITHOUT BUMPS, BUT JOHNSON&JOHNSON HAS
STILL MAINTAINED THE LEADING POSITION IN CHINA
BABYCARE MARKET FOR YEARS.

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BY 2022, IT IS NOT EVEN IN TOP 10.

4. WHAT HAPPENED?
SWIPE

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1. THE MARKET
HAS CHANGED

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JOHNSON&JOHNSON GOT AWAY QUITE EASILY WITH
THE SCANDALS BACK IN 2009 AS IT HAD NO WORTHY
SUBSTITUTION IN CHINA.
NOW IT IS NOT THE SAME.

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1. CHINA BABYCARE MARKET DOUBLED FROM 2014 TO 2019.
1.9 BILLION USD,
2014
3.7 BILLION USD,
2019

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2. TWO-CHILD POLICY LANDED CHINA 250 MILLION CHILDREN,
AND INCREASED THE DEMAND.

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3. INCREASED DEMAND RESULTED IN A SURGE OF NEW
FOREIGN BRANDS AS WELL AS IN THE EMERGENCE OF
HIGHLY COMPETITIVE LOCAL BRANDS.

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4. FIERCE COMPETITION URGED AUTHORITIES TO CONDUCT
MORE THOROUGH CHECKS AND IMPLEMENT STRICTER
REGULATIONS.

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5. EFFECTIVE FROM JULY, 2022, REGISTERED BRANDS WILL BE
RECEIVING THE GOLDEN SHIELD AS A SAFETY PROOF. TMALL
URGED ALL ITS BRANDS TO OBTAIN THE LABEL BY MAY 2023.

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2. THE CONSUMER
HAS CHANGED

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1. SWIFT SOCIAL MEDIA DEVELOPMENT MADE THE CUSTOMER
MORE AWARE OF BRAND’S UNLAWFUL PRACTICES.

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2. PUBLIC DISPLAY OF UNLAWFUL BEHAVIOUR AMONG
BABYCARE BRANDS AND TIGHTER REGULATIONS RESULTED
IN DEEPER SAFETY CONCERNS.

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3. FIERCE COMPETITION GAVE THE CONSUMER A VERY
ABUNDANT CHOICE.

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4. THE DEVELOPMENT OF E-COMMERCE, HIGH QUALITY
SERVICE AT EACH POINT OF CUSTOMER JOURNEY AND WELL
PROTECTED CONSUMER RIGHTS MADE THEM SPOILT AND
DEMANDING.

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5. THE DEVELOPMENT OF NATIONAL PRIDE ALONG WITH
REMARKABLE ECONOMIC GROWTH MADE THEM
UNFORGIVING.

18. UNLIKE IN 2009, AS J&J LOST
TRUST THIS TIME, IT GOT
SUBSTITUTED WITH OTHER
BRANDS WHO HAVE IT.
SWIPE

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IN 2022, SAFETY IS THE TOP CONCERN
IN BABYCARE CONSUMPTION IN CHINA.
PEOPLE ONLY BUY WHAT THEY TRUST 100%,
WITHOUT A CHANCE OF DOUBT.

20. DON’T FORGET TO GIVE A SMALL LIKE J
THANK YOU!
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