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China baby carriage trend

1, The status quo of baby carriage industry.


In the context of consumption upgrading, China's pregnancy, infant and child market is growing rapidly. After nearly three decades of development, China's baby carriage market is booming, and a number of independent brand manufacturers such as Goodbaby have emerged. Data show that the market size of China's baby carriage industry reached 16 billion yuan in 2020, an increase of 8.84% compared with 2019. With the improvement of living standards and the increasing emphasis on infants, the purchase desire and consumption level of durable consumer goods such as baby strollers and safety seats are expected to be boosted.


At present, China's baby carriage production enterprises are mainly concentrated in Jiangsu, Zhejiang, Anhui in East China, Hebei Pingxiang and Guangzong in North China and Guangdong Zhongshan and south China Sea, Hubei Hanchuan, Fujian also occupied a certain share. Among them, east China market accounted for 41%, North China accounted for 38%, South China market accounted for 14%, other regions accounted for 7%.


2, The status quo of baby carriage industry export trade.


In recent ten years, the domestic market of baby carriage has been the support of great development. This mainly benefits from three reasons: one is the change of consumption target group. Parents born in the 1980s and 1990s emerged as the main force of buggy consumption. Second, economic development, people's ideas change. The general urban buggy has changed from a luxury to a family necessity, and even the rural buggy consumption has made great progress. Third, e-commerce platforms and other more convenient sales channels have matured and expanded, playing a significant role.


However, the export market of Baby strollers in China has slowed down. In 2019, the total export volume of baby strollers was 3.93 billion US dollars, up 4.7% year on year, and the growth rate was 4.7 percentage points higher than the previous year.


This is mainly because there are 1.8 billion children and young people under the age of 18 in the world, accounting for one quarter of the world's total population, but most of them are concentrated in developing countries and their spending power is limited. However, the aging population, low fertility rate and small number of children in developed countries and regions such as Europe, America and Japan continue to inhibit the consumption of baby carriage market.


China's baby stroller exports are mainly based on general trade. In 2019, China's baby stroller industry exports by general trade totaled $2.87 billion, accounting for 73.0%, an increase of 2.8 percentage points compared with the previous year. The proportion of processing trade in China's baby carriage export trade has gradually decreased to 27% in 2019, and it can be predicted that the future will continue to decline.


3, China's baby carriage industry influence factors.


The number of births in China is on the decline as the cost of childbearing and parenting continues to rise and the attitudes of the younger generation gradually change. According to the data of the Ministry of Public Security, the number of births in China has shown a gradual decline since 2016, and the decline speed is gradually accelerating. By 2020, the number of births in China will drop to 10.04 million, down 31.47% year-on-year.


With the rapid development of China's economy, China's per capita disposable income is also rising. According to the National Bureau of Statistics, the per capita disposable income of Chinese residents was 32,189 yuan in 2020, up 4.74 percent year on year. In addition, 77 percent of Chinese families with children spend more on their children's monthly living expenses. At the same time, with fewer births, the cost per child is rising. The continuous increase of per capita disposable income and the increasing expenditure of child-rearing families promote the upgrading of consumption structure and the development of baby carriage industry.


4. Development trend of Baby carriage industry in China.


Product quality and safety first.


As the first person responsible for product quality and safety, the enterprise must provide safe and qualified products. Brand-name products are generally guaranteed by superior quality. Enterprises to make their own brand for a long time, must rely on excellent product quality. The pattern of consumer trust has shifted, with 69 percent of consumers trusting feedback from people who already own products and only 28 percent trusting recommendations from manufacturers. Powerful enterprises should establish product inspection departments, organize personnel training, discover problem products in time, ensure product quality. Only by maintaining and constantly improving brand quality, enterprises can win good reputation and cultivate consumer loyalty to the brand.


Take the road of differentiated development.


Consumer demand is constantly changing with the change of The Times, young parents pay more attention to the requirements of baby carriage safety, convenience, comfort, fashion, the pursuit of personalized. Baby carriage enterprises must also adapt to this change, on the premise of quality assurance, according to the market demand dynamic timely adjustment, highlight the brand characteristics, make their own style, maintain the strong vitality of the brand, innovation war instead of price war, this is the healthy development of baby carriage industry guarantee.


Improve product tracking and monitoring.


Enterprises should implement tracking monitoring of their own products, and through the announcement of product safety complaints telephone, E-mail, wechat public number and other channels, encourage consumers to participate in the supervision of baby strollers sold on the market. Enterprises should timely discover the problems of products through various supervision mechanisms such as government and consumers.


Related report: China Baby Carriage Market Research and Industry Investment Potential Forecast Report (2021-2026) released by China Economic Research Institute





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