How Mum and Baby Products Market is Thriving on Douyin E-commerce in China in 2022?
Updated: Aug 3
This report provides an overview of the Douyin e-commerce Mum and Baby Products market in 2022. The report covers key trends, market data, and insights into consumer behavior, as well as an analysis of the most successful brands and products.
In 2022, the Douyin e-commerce Mum and Baby Products market saw a significant increase in market size, with the market worth approximately 100 billion RMB(14.3 billion EUR), a 20% increase from the previous year. The industry had around 200 million users, who spent an average of 500 RMB (71.4 EUR) per transaction.
Livestreaming continued to be a popular way for consumers to make purchases, with 60% of consumers making purchase through a livestream show. In addition, the industry expanded to include new product categories such as pregnant women wear, baby food, and toys for older children.
Consumer behavior showed a high preference for safety and environmental friendliness, with 75% of consumers prioritizing these factors when making purchase. Brands that offered personalized products and services saw a 30% increase in sales, while those that offered innovative and high-quality products saw a 25% increase in sales. The top-selling product category in 2022 was baby diapers, which accounted for 35% of total sales in the Mum and Baby Products market.
The following trends are observed in the Douyin e-commerce Mum and Baby Products market in 2022:
Increased Focus on Health and Safety:
With the rise of health concerns among consumers, there is a greater emphasis on products that are safe, non-toxic, and environmentally friendly. Brands that are able to meet these demands see significant growth in sales.
Personalization and Customization:
Consumers were looking for products that could be customized to their specific needs and preferences. Brands that are able to offer personalized products and services gain a competitive advantage.
Expansion of Product Categories:
In 2022, the Douyin e-commerce Mum and Baby Products market sees an expansion of product categories beyond traditional baby products. New categories such as pregnancy outfits, baby food, and toys for older children gained popularity.
Consumers behavior in the Douyin e-commerce Mum and Baby Products market in 2022 are characterized by the following:
Increase of Purchase on Livestreaming:
Livestreaming continues to be a popular way for consumers to learn about and purchase products. Brands that have been able to create engaging and informative livestreams see an increase in sales.
Emphasis on Product Reviews:
Consumers place a high value on product reviews, with many choosing to only purchase products that have positive reviews from other customers.
Greater Demand for Quality and Innovation:
Consumers were willing to pay a premium for products that were of higher quality and more innovative. Brands that are able to deliver on these expectations have seen increased sales and customer loyalty.
Successful Brands and Products:
The following brands and products are among the most successful in the Douyin e-commerce Mum and Baby Products market in 2022:
Aiqiyi: Aiqiyi, a brand specializing in baby carriers and strollers, sees strong growth in 2022 due to their focus on safety and comfort.
Little Tree: Little Tree, a brand that offers a range of environmentally friendly baby products, gains popularity among consumers who are looking for non-toxic and sustainable products.
Happy Family: Happy Family, a brand that produces organic baby food, sees an increase in sales as more consumers became interested in healthy and natural food options for their children.
Overall, the Douyin e-commerce Mum and Baby Products market have strong growth in 2022, with a focus on health and safety, personalization, and innovation. Brands that are able to meet these demands and create engaging and informative content are the most successful. Looking ahead, the industry is expected to continue to grow as more consumers turn to e-commerce for their maternal and child product needs.
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