The prenatal care market in China by Daxue consulting

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2018 DAXUE CONSULTING
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THEPRENATAL
CAREMARKETIN
CHINA

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Key findings of prenatal/pregnancy care market in China
The prenatal industry and its market segments
have been developing rapidly in recent years.
International brands are showing higher
popularity than domestic brands.
Cross-border e-commerce is the main
shopping ways used by China’s consumers
Social media platforms have been the most
important ways to engage with consumers
China’s KOLs are heavily influencing most
purchasing decisions of many consumers

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Market drivers for international brands in China
1.
2.
3.
4.
5.
The increasing income make more pregnant women and their families can
afford better goods and level of pregnancy care
The opening two-child policy and the increasing need for the products
provided chances for most brands.
The rising e-commerce platforms make international brands more easy to
access China’s market.
International brands are efficiently reach their consumers through KOLs
and their social media accounts in China.
Specialized magazines, books and shopping apps about prenatal care can
help international brands promote their products.

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CONSUMPTION
ANALYSIS
Organic products have become a rising
concern in the prenatal care industry in
China
— X i a o n a n H u a , P r o j e c t m a n a g e r o f D a x u e c o n s u l t i n g

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Consumption and
market size in China
In recent years, the market size of maternity clothes have
been consistently increasing with a fast speed, since the
government opened two child policy in China.
Because of the growing trend, there has been a group of
well-noted international and regional brands entered the
maternity clothes market.
17.6
18.4
20.5
23.1
0
5
10
15
20
25
2014 2015 2016 2017
BillionRMB
Market size of maternity clothes in China (billion RMB – 2014-2017)
Source: FORWARD THE ECONOMIST

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Consumption and
The sales volume of cosmetics for pregnant women in
China has steadily increased annually, and it is expected
to grow in the future. We can observe a direct
dependence of the growth in demand for all goods for
pregnant women, including cosmetics, due to influence
of external and internal factors .
Source: chyxx.com
1.42
1.63
1.87
2.15
2.49
2014 2015 2016 2017 2018F
Retail sales of cosmetics for pregnant women in China (billion RMB
–2014-2018)

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Consumption and
Non-invasive prenatal testing is one of the most
important prenatal tests in China, its market size has been
growing quickly for several reasons:
•The opening of the two child policy in China
•Declining cost of non-invasive prenatal testing in China
•Increasing health knowledge/awarness about prengancy
1.18
2.54
4.22
5.8
0
1
2
3
4
5
6
7
2015 2016 2017 2018F
BillionRMB
Market size of Non-invasive prenatal testing (billion RMB – 2015-2018)
Source: chyxx.com

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Consumer analysis:
professional
nursing team and
diet are the main
reasons
Postpartum confinement, where it is known as “Sitting the
month“ (坐月子) in China , refers to a system for recovery
following childbirth. It begins immediately after the birth,
and lasts for at least one month.
In China, postpartum confinement centers (professional
institutions provide postpartum recovery services to
mothers) have been expending rapidly in recent years.
Professional
nursing teams
40%
They offer
nutritious diet
35%
Good medical
facilities
17%
Reasonable price
8%
Main reasons make mothers choose postpartum confinement
centers in China (percent–2018)

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Consumer analysis:
nutritious meals are
the most popular
service of postpartum
confinement centers
Among all kinds of services provided by postpartum
confinement centers, nutritious meals, body rebuilding
services and baby care guidance are favored by new
mothers in China.
Nutritious meals
26%
The restoration of
postnatal body
17%
Baby care
guidance
17%
Prolactin service
11%
Psychological
counseling
9%
Communication
among new
mothers
7%
Others
13%
Consumers’ preferences for the services from postpartum
confinement centers(percent – 2018)

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Consumer analysis:
specialized products
and services for
pregnant women in
China
As important drivers of prenatal care market in China,
beauty, health and postpartum confinement have been
recognized by many brands/companies and consumers’
needs for them have been continually growing for years
in China.
• In China, more and more pregnant women are
caring about both appearance and health during
their pregnancy period. Therefore, the demands of
organic skincare and cosmetics products
(specialized for pregnant women) have showed
consistently increasing in China’s market.
Skincare and cosmetics
• As a Chinese traditional recovery period for women
who gave a baby, postpartum confinement has
attracted many companies to provide related
services during the period, and postpartum
confinement centers have been a service industry.
Postpartum
confinement

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Baidu Index –
Interest trends
toward the
segments (1/2)
The search number of prenatal care has
fluctuated around the average value during
the past 1 year, it’s one of the most
common topics among Chinese netiznes.
The search index of maternity clothes
rapidly decreased from December 2017 to
the Spring festival 2018.
The search keyword is
“prenatal care” on Baidu index
The search keyword is
“Maternity clothes” on Baidu
index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends

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Baidu Index –
Interest trends
toward the
segments (2/2)
The search number of “skin care for pregnant
women” fluctuated around the average value
but it reached the lowest point in February
2018 because of the Spring Festival.
The search number of dietary supplement for
pregnancy declined from January 2018 and
reached lowest point in the Spring festival
2018.
The search keyword is “ skin
care for pregnant women” on
Baidu index
The search keyword is “dietary
supplements for pregnancy”
on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends

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Baidu Index –
Semantic analysis
(1/2)
The most related keywords of
“Maternity clothes” are
“popular maternity clothes this
year”, “which maternity clothes
brand has good quality”,
“maternity clothes discount
stores” and “pictures of
maternity clothes”.
“skin care products for
pregnancy” are mainly focused
on brands, such as “good
brands”, “top 10 skin care
brands for pregnancy” and the
French skin care brand
“Clarins”.
Maternity
clothes
popular maternity
clothes this year
Discount stores
of maternity
clothes brands
maternity clothes
brands
Beautiful
maternity
clothes pictures of maternity clothes
Brands
Discount
Quality
Skin care products
for pregnancyTop 10
international skin
care brands for
pregnancy
top 10 skin care
brands for pregnancy
Good skin care
brands for pregnancy
Clarins
Clarins skin care products for pregnancy
What are
good skin care
brands for
pregnancy

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Baidu Index –
Semantic analysis
(2/2)
“calcium tablet for pregnancy”
consist of brands and time,
such as “which is the good
brand of calcium tablet for
pregnancy”, “the most suitable
calcium tablet for pregnancy”
and “the best time for pregnant
women to have calcium tablet”.
“milk powder for pregnant
women” are “which brand is
good”, “when start to drink”
and some popular brands, like
“Anmum” and “SMA”.
calcium tablet
for pregnancy
What are good calcium tablet brands for
pregnancy
the most suitable calcium tablet for pregnancy
When is the best time for
pregnant women to have
calcium tablet
Which kind of calcium tablet
is better for pregnancy
Brands
Calcium supplements
for pregnant women
milk powder for
pregnant women
Anmum
milk
powder
which milk powder
brand for pregnant
women is good
SMA milk powder
when start to drink milk
powder for pregnant
women
Top 10 milk powder brands
for pregnant women
which milk powder
brand for pregnant
women is good
calcium supplementation
of pregnant women
calcium supplements

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Zhihu questions –
consumer concerns &
need of information
On Zhihu, questions and
answers about pregnancy care
mainly consist the following
aspects:
1) Brands introduction and
recommendation (mostly
international brands).
2) How to pick pregnancy
care products
3) Health supplements for
pregnant women
How is BabyCare products
for pregnant women? Will
the product produce side-
effects to the baby?
There is no problem for
pregnant women to have
BabyCare products,
BabyCare has series of
products specialized for
pregnant women,
nutritional components are
reasonable , they can be
safely used.
Is there any good looking
maternity clothes on
Taobao?
HOTMOM fashion
maternity clothes. Its store
on Taobao is very popular,
considered its style,
quality and price, it is a
good store, many clothes
came from the store
during pregnancy, bought
a bunch of clothes every
time
Zhihu is the first Q&A website. in China, and
has transitioned to a social media sharing
platform gathering more than 100 million
answers on various topics. The platform is
especially relevant to reach higher-, well-
educated social classes

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Social media
analysis - Wechat
Most posts and articles on WeChat about
pregnancy care focused on two parts:
1) How to pick pregnancy care products.
2) Brands recommendation/comparing
International brands are far popular than
domestic brands among those posts.
Which skin care product is good for pregnant
women? No additives and high reputation
products recommendation.
Generally, skin care products should focus on
hydrating and moisture. HABA and Fancl are
recommended by poster, their products don’t
have any inappropriate components/additives.
The post has 2,030 views.
Good health care products for
pregnant women.
1. Bio Island DHA for pregnancy
2. Elevit pregnancy medicine,
vitamins and minerals.
3. Oz Farm Pregnant Mother
Formula
The post has 554 views.
Wechat is the #1
social media in
China and an
absolute must-have
for a market entry
promotion. It
accounts for over 1
billion active users

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Social media
analysis - Weibo
Many users shared the information of popular
pregnancy care products/brands, mainly
consist of health supplements (DHA, vitamins
and etc.), skin care products and maternity
clothes.
International brands and overseas purchasing
are both most common topics among those
posts.
The coupon of Qin En’s skin care
products for pregnancy .
The post has 563 likes and 105
shares.
The post recommended DHA
supplements for pregnant women
and the overseas shopping
platform VitaGou.
The post has 188 likes, 353 shares
and 129 comments.
Sina Weibo is a
microblogging site
with nearly 400
million monthly users,
and is a well
leveraged platform to
spread marketing
campaign on Chinese
Internet

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Context of
consumption in
China
On popular social media
platforms in China, health
products are one of the most
common topics among the
posts about pregnancy care.
Most recommendations are
around international
brands/products, since they
have better quality, high
reputation and recognized by
professional institutions/
doctors.
Many Chinese people don’t
trust domestic brands because
of the toxic milk powder from
Sanlu (三鹿).
This picture
recommended folic
acid supplements for
pregnant women
from a German
brand Femibion (伊
维安). The picture
has been shared on
a WeChat post.
This picture
recommended multi-
vin & minerals for
pregnant women
from a international
brand BabyCare (葆
婴), because the
brand is collected by
USP-NF and Highly
nutritious. The
picture has been
shared on Weibo.

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Online trends :
consumer
perception
Most positive feedback from Toabao/Tmall and JD
focuses on good quality, easy to use, fast delivery and
suitable size.
Negative feedback and comments mainly consist of no
effects, high price, out-dated products and price reducing
right after purchasing.
The radiation protection maternity clothes is fit, very soft, size is
good, can wear it before giving birth. The clothes has high cost
performance, no noise when tested it by telephone.
Easy to use, the quality is good.
Received the products, delivery was fast, the products are
real, will buy again, satisfied with this shopping.
Its quality is not good, its package is real bad, service is not
good, its price reduced right after I purchased the product.
No effects, it’s fake, so expensive but no effects at all.
Date is not good, the product will be outdated before I finish it,
I just realized it, they said the product is fresh when I asked.

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COMPETITION
ANALYSIS
China’s consumers obviously prefer
international and imported brands for
pregnancy products.

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Competition
analysis: nutritional
products for
pregnant women
On Tmall, the sales of nutritional products for pregnant
women mainly come from international brands. Even
despite the fact that imported goods are much more
expensive, in this matter Chinese prefer quality.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Monthly sales
on Tmall
Top seller
price
(RMB)
Top seller product
on Tmall
By-Health
(汤臣倍健)
Domestic Yes 3,794 items 168 Iron & Folic acid
Tongrentang
(同仁堂)
Domestic Yes 2,718 items 57 Bird’s nest
Bio island (陌
澳朗德)
International Yes 61,606 items 149 DHA
Floradix (铁
元)
International Yes 9,960 items 278 Iron
supplements

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Competition
analysis: skin care
products for
pregnant women
For skin care products (for pregnant women), the top
selling products of domestic brands are more expensive
than international brands.
Most international and domestic brands have built
official/ flagship stores on main e-commerce platforms.
vs Domestic
Presence on
Tmall/Taobao
and JD
Monthly sales
on Tmall
Top seller
price (RMB)
Top seller product
on Tmall
MomFace (亲
润)
Domestic Yes 49,550 items 479 Skin moisturizing
Baby elephant
(红色小象)
Domestic Yes 31,545 items 499 Moisturizing
lotion
Palmer’s
(帕玛氏)
International Yes 40,494 items 59 Skin moisturizing
Bio-oil (百洛) International Yes 12,776 items 95 Massage oil

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Competition
analysis:
maternity clothes
For domestic brands, top selling products usually have
relatively low price compare with the price range of their
products.
For international brands, part of the stop selling products
are more expensive but still popular for their good
quality and reputation.
vs Domestic
Presence on
Tmall/Taobao
and JD
Monthly sales
on Tmall
Top seller
price (RMB)
Top seller product
on Tmall
Mum&me (妈
妈和我)
Domestic Yes 7,569 items 339 Sweater for
pregnancy
Love in colors
(孕之彩)
Domestic Yes 5,766 items 99 Long johns for
pregnancy
JoynCleon (婧
麒)
International Yes 26,800 items 129 Long johns for
pregnancy
Joiue Varry
(乔薇依)
International Yes 9,343 items 328 Radiation
protection clothes

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E-commerce
landscape of the
category
The top seller price is relatively
low among all DHA products
on Tmall .
Price is a major criteria for
purchase, which is counter-
intuitive for a health related
product
Most expensive SKU Cheapest SKU
Top seller SKU
•Bio island
•149 RMB
Top selling SKU
•118 RMB
•5,300 RMB
Price range of
the category
•0.52
•Market still driven by the
price
Ratio top
selling price vs
average price
•285.6 RMBAverage price

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Business cases – Blackmores (澳佳
宝)
Digital activity
Blackmores is a well-known
health care brand from
Australia, its products covered
different kinds of dietary
supplements, such as vitamins,
minerals, DHA and etc.
The brand has been selling on
most main e-commerce
platforms, the brand is favored
by many Chinese consumers.
https://www.blackmores.com.cn/
Platform Presence Official
account
Volume (sales, product reviews
or traffic)
Blackmores.co
m.cn
Yes Yes 5,000 visits, monthly
Tmall Yes Yes 10,517 items, monthly sales
JD.com Yes Yes About 28,082,000 comments
Kaola Yes Yes 113,846,0 followers
Pinduoduo Yes No 363 items, daily sales

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Business cases – Blackmores (澳佳宝)
E-reputation in China
Blackmores are “blackmores
official website”, “fish oil
capsule”, “DHA for pregnant
women” and “which one is
better between Blackmores
and Swisse”.
The brand is using the most
popular Chinese social media
platforms to promote its
products and reach
consumers. Platform Presence Followers Posting
frequency in
October
Wechat Yes 156,622 9 posts
Weibo Yes 485,790 45 posts
Blackmores
Blackmores official
website
Blackmores fish oil capsule
Blackmores DHA for
pregnant women
which one is better between
Blackmores and Swisse
fish oil
How is Blackmores
Official website

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Business cases – Clarins (娇韵诗)
Digital activity
Clarins is a famous
international French cosmetic
brand. Clarins mainly provides
skin care products and
perfume. The product offer
and promotion of the brand in
China is mostly directed at
pregnant women.
Clarins’ products have been
selling on the main e-
commerce platforms in China,
such as Tmall, JD and Kaola.
https://www.clarins.com.cn/
account
or traffic)
Clarins.com.cn Yes Yes 73,655 visits, monthly
Kaola Yes Yes 202,290 followers
Pinduoduo Yes No 0 sales

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Business cases – Clarins (娇韵诗)
Clarins are “official website”,
“skin care for pregnant women”,
“Clarins series specialized for
pregnancy” and its competitors,
such as “Guerlain”.
Clarins is very popular on
Chinese social media platforms
(Weibo and WeChat), its posts
mainly consist of advertising
videos, pictures of new arrivals
and discount activities for the
2018 Double 11 shopping day
(the largest offline and online
shopping day in China, launched
by Taobao).
Platform Presence Followers Posting
frequency
Wechat Yes 27,775 1 post in
October
Weibo Yes 686,382 27 posts in
October
Clarins
Clarins skin care
for pregnant
women Clarins
official
webiste
Clarins series
specialized for
pregnancy
Guerlain
Official website
Lancôme

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Business cases – Elevit (爱乐维)
Digital activity
Elevit is a popular international
brand from Australia, the
brand focuses on health
supplements for pregnant
women, it offers products like
vitamins, folic acid, DHA and
etc.
The brand has built official
stores on the main e-
commerce platforms in China,
such as Tmall, JD and Kaola.
http://www.elevit.com.cn/
account
or traffic)
Elevit.com.cn Yes Yes 25,585 visits, monthly
Kaola Yes Yes 110,279 followers
Pinduoduo Yes No 0 sales

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Business cases – Elevit (爱乐维)
Elevit are “Elevit complex
vitamin tablet”, “price of Elevit
per box”, “Elevit folic acid” and
its competitor “Silian”.
Weibo and WeChat both have
been significant promotion
channels for Elevit. The brand
built official accounts on those
platforms, but it hasn't
frequently release products
info there. Platform Presence Followers Posting
frequency in
October
Wechat Yes 4,720 5 posts
Weibo Yes 42,671 0 post
Elevit Elevit complex
vitamin tablet
price of Elevit per box
Vitamin
Elevit folic acid
Silian
When is the best
time to eat Elevit
Which one is
better between
Elevit and Silian

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Advertising –
case study
This advertising video released
by a Chinese skin care brand
Monface (亲润). The brand is
focusing on skin care products
specialized for pregnant
women.
During a very short time (15
seconds), the video has
highlighted that the skin care
products were provided by
Monface, now it is very
popular, and the brand has
already achieved high sales in
China.
http://www.iqiyi.com/w_19rz80z2tt.html
The advertising video consists of 3 parts :
The skin care product from Momface is specialized for pregnant women.
The brand has been popular for 10 years
There are a large amount of pregnant women chose the brand in China.
China’s popular actress Dongjie (董洁) is the spokesperson of the video.
Only for the audience in
China

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Brand naming –
case studies
The Chinese names of
pregnancy care brands can be
divided into 3 kinds:
1. Health care brands mainly
showed their products are
healthy and the main
nutrition they can provide.
2. Skin care brands usually
express romantic
information through
Chinese names.
3. Maternity clothes brands
highlight the “mother” and
“pregnancy”.
•About the Chinese name, “澳” means
Australia, “佳” means wonderful and “宝”
means baby.
•The name showed the brand is from
Australia, it’s targeted the parents market.
澳佳宝
(Blackmores)
•In the Chinese name, “娇” means dainty,
“韵” means rhyme and “诗” means poetry.
•The name is a romantic one, it indicates
that the products can make consumers
beautiful and poetic.
娇韵诗
(Clarins)
Justification /
reason /
detail #1
•About the Chinese name, “爱” means love,
“乐” means happy and “维” can be
considered as short name of vitamin.
•The name showed the main products
provided by the brand and its products
will bring love to users.
爱乐维
(Elevit)

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DISTRIBUTION&
PROMOTION
ANALYSIS
Daigou (buying on behalf of), official
stores on Tmall and brand websites are the
main ways for China’s consumers to
purchase pregnancy products from
overseas

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Distribution and
promotion in China:
sales of make-up for
pregnancy mainly come
from internet and
dedicated stores
In China, online shopping platforms and offline
specialized stores have been the main distribution
channels of makeup products for pregnant women.
Online retail
57%
Mother &
baby
specialized
stores
37%
Supermarket
3%
Others
3%
Share of distribution channels of make-up
for pregnant women (percent–2016)

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Online retail
Coverage in China
The number of brands on JD
are more than Tmall, mainly
due to the higher
requirements and deposit of
Tmall for those brands want to
entry the platform.
On Tmall/Taobao, most
brands are launching more
discount activities because of
the upcoming Double 11
shopping carnival (the largest
offline and online shopping
day in China, launched by
Taobao).
Market Segments Number of brands are
selling on Tmall
Number of brands are
selling on JD
Dietary
supplements
200 120
Skin care
products
199 195
Maternity
clothes
199 439
Pregnancy
underwear
199 284
Maternity
support belt
95 167

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Offline retail:
Coverage in
Shanghai
Offline stores are significant distribution channels for
most pregnancy brands/products.
There are a large amount of maternity clothes stores in
Shanghai, which means offline store is the main way for
consumers to buy maternity clothes.
Segment Number of offline
stores in
Shanghai
Nutritional
products
30
Skin care
products
47
Maternity clothes 315
Baidu Map: 47 results Dianping: 458 results
Dedicated stores for
pregnant women
Maternity products

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On-the-shelf:
representation of the
category in stores
In the mother & baby specialized
stores, dietary supplements for
pregnant women are placed on
shelves with baby
food/supplements together.
However, skin care products
usually have individual shelves.
International/imported brands
are more popular than domestic
brands.
From our mystery visits in stores,
our team identified that
supermarket chain in-store staff
are pushed to accompany the
consumers in the pregnant care
alley

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Online sales:
volume assessment
As examples, we want to consider the popular types of
goods. DHA products (for pregnant women) showed high
sales on Tmall/Taobao in October 2018.
On Tmall/Taobao, sales of sweater (maternity clothes)
and T-shirt are very high. Top seller prices are 99 RMB
and 38 RMB, both are relatively low prices.
Main brands
Way of ranking: general, popularity, new arrivals, sales and price
nutritional products
Recommendation
from Tmall
international
91.9
8.4 12.6
DHA Vitamins Folic acid
Sold items of nutritional products for pregnancy
on Tmall/Taobao (thousand–October 2018)
383.5
61.7
365.4
T-shirt Coat Sweater
Sold items of maternity clothes on Tmall/Taobao
(thousand –October 2018)

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Promotion channels
to leverage for
international brands
in China
Dedicated Websites/Apps:
• Gou.com (麦乐购)/Gou.com
app
• Mamytuan.com (妈咪团)
• Mia.com (蜜芽)/Mia.com app
• Mmbang.com (妈妈帮)
• Leyou.com (乐友孕婴童)/
Leyou.com app
Specialized Magazines and Books:
• Perfect pregnant woman (完美
孕妇)
• 40-week pregnant (怀孕40周)
• Diet and nutrition during
pregnancy (孕期饮食营养)
Gou.com (麦乐购)
is a specialized
shopping website
for imported
mother & baby
products.
Pregnancy care
products are one of
the main parts on
the website.
Perfect pregnant
woman (完美孕妇)
is a specialized
magazine for
pregnant women.
The magazine
provides some
knowledge about
pregnancy
and info of related
products.

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KOL landscape in
China
For international brands, KOLs
are a huge part of modern
Chinese product promotions,
and pregnant women are
influenced by KOL’s shared
opinions and experiences.
KOLs related to pregnancy
care industry mainly consist of
nutritionists, fashion
designers/models and make-
up artists.
The KOL is a public
senior nutritionist,
she posts many info
about health
food/supplements,
which included
pregnancy care
products.
Her account has
173,231 followers
and 3,283 posts.
One of her posts
about DHA products
received 353
shares.
This is a fashion
and make up KOL,
she posts info
about maternity
clothes from time to
time.
Her account has
101,133,6 followers.
One of her videos
about maternity
clothes in summer
has 400 likes and
112 shares.
The Key Opinion Leader (KOL), or influencers, are a
major part of the Chinese online journey, and therefore
of the online marketing funnels for international brands
in China. KOL will especially be as relevant to target
niche audience (micro-KOL) and mainstream consumers
(mass-market)

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E-commerce is
leading the growth
of the prenatal
care market
The rising e-commerce platforms have been the most
significant channels of online engagement and sales for
all international and domestic brands in China.
Mobile shopping apps have been widely used by China’s
consumers, prenatal care products achieved good sales
through those apps.
• China’s top online shopping platforms (Taobao/Tmall ,
JD and etc.) have been significant sales channels for
pregnancy care products, especially for imported ones.
Big shopping platforms
• More dedicated websites for pregnant women have
been created, it provide different kinds of prenatal care
products to new mothers.
Dedicated websites
• Mobile shopping apps are creating new distribution
channels for many brands, some of the specialized
websites also launched apps, such as Beibei (贝贝网).
Mobile devices

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information you need efficiently, reliably and
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Chinese market demands.
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please contact us.
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The prenatal care market in China by Daxue consulting

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