[China Press Network] In recent years, China’s toy manufacturing and maternity and infant industries have maintained rapid growth, from OEM to independent brand exports, gradually realizing the transformation from “Made in China” to “Smart Manufacturing in China”. With the change of global consumer concepts, Chinese maternal and infant product companies are also understanding the international market trends, constantly innovating and improving product quality to meet consumer needs.
On October 31, buyers were shopping for products in the maternity and baby products section of the Canton Fair. (Photo source: China News Service)
China News Service reported on November 1 that according to the “Research on Chinese Maternal and Infant Brands Going Abroad” report released by market research company Kantar at the Canton Fair, the overseas maternal and infant products market is booming, and consumers are enthusiastic about buying a variety of products. Among the 1,500 overseas surveyed family samples, the average household consumption on maternal and infant products accounted for 15% to 20% of the total income in the past year, and 70% of the respondents said that they will increase their spending or maintain the same spending level in the future. Among them, clothing, baby food and beauty products will become the areas with the greatest growth potential in the next year.
Multifunctional educational toys that can exercise the baby’s cognitive and hand-foot coordination ability and assist the baby to learn to walk, multifunctional mobile playbeds that can be folded and spliced into large beds… At the third phase of the 134th Canton Fair being held in Guangzhou, the survey found that overseas buyers prefer maternal and infant products that integrate multiple functions. At the same time, safety is still the most important requirement of global consumers for maternal and infant products. Many exhibitors have strengthened their own construction to produce products that meet the regulatory requirements of overseas markets.
In the maternal and infant products exhibition area of the Canton Fair, “raw materials are harmless” and “safety” are the keywords. Guangdong Huanger Baby Products Co., Ltd., a manufacturer of baby toys, has achieved more than 60% of its products as self-branded, and 75% of its products are sold overseas. Zeng Xiangmian, the company’s deputy general manager, introduced that in terms of improving the quality management level, the company has set up a physical laboratory to conduct physical tests such as falling and impact on products, and will also cooperate with third-party testing agencies, or test sensitive chemicals on product raw materials. “We cater to the different quality requirements of different buyers and strengthen quality control.”
According to Kantar’s survey report, chemical composition and product certification are one of the focuses of respondents. Among them, Filipino consumers are concerned about the chemical composition of products and hope to choose products without potential dangers; Brazilian consumers pay attention to product certification.
In terms of sales channels, online shopping channels have gradually become the first choice for the public. Gong Tongbo, director of key customer development and operations of Amazon Global Store, analyzed that from the perspective of the online markets in the United States, Japan and Europe, maternal and child-related categories account for a high proportion, and popular products are mainly children’s food storage devices, girls’ clothing, combination toys, etc. In his opinion, Chinese maternal and child products companies should be based on products and prices, and systematically develop corresponding products from the operation aspect. In addition, we focus on product, trade compliance and brand building, and improve brand awareness and influence through multi-channel brand promotion and publicity.
“Since the opening, the number of customers has increased significantly, which is higher than the previous session, with most buyers from Poland, Italy and Malaysia.” Tang Zijun, chief marketing officer of Guangzhou Jinkaidi Home Furnishing Co., Ltd., said that the company jointly developed the market through “online and offline” methods, entered overseas e-commerce platforms to sell strictly tested baby pillows, and provided multi-language services to meet the regulations and standards of different countries and regions.
Li Wenfeng, vice president of the China Chamber of Commerce for Import and Export of Light Industrial and Handicrafts, said that children are the hope of the future of society, and the quality and safety of infant and child products are the focus of the industry. The thresholds for quality standards of infant and child products in various countries are getting higher and higher. Wang Xuqun, technical leader of CTI Huace Testing Light Industry and Toy Products, said that in recent years, China’s exports of maternal and child products have shown a slight increase, and the application of new materials in products has attracted everyone’s attention. He suggested that during the product design stage, manufacturers should fully understand children’s behavioral habits and do necessary product safety assessments. At the same time, choose raw materials and components that comply with relevant regulations, standards and specifications to ensure that they do not contain harmful substances. In addition, a process control system was established to promptly rectify and track any problems found. (End)
