Key Trends from the 2023 China Maternity Expo CBME in Shanghai: Navigating the Future of Parenting in China

This year, some of our team were able to get VIP access to the 2023 China Baby Maternity Expo in Shanghai. An event so large, two full days couldn’t be enough to uncover all that it had to offer. The expo presented brands’ latest in innovation and product development, along with highlighting trends expected to reach far into the future. In this article, we spotlight these findings, acknowledging they represent just a glimpse into the bustling mother and baby product industry in China.

Although it is important to address the record low birth rates hovering at around 1.2, for families deciding to have kids, they are trading up, opting for the best they can provide for their child. As such, brands are tracking in this direction, where quantity is shifting to quality. While the actual products are just one factor in the overall purchase decision, these trends are shaping the world of Chinese parents at this very moment.

 Themed Product Collaborations are Going One Step Further for Chinese Brands

One of the most striking observations from the expo was the sheer influence of themed product collaborations in driving consumer interest, particularly for Chinese brands. These collaborations often involve iconic characters from cartoons or popular culture, used to design various baby products, from clothing to feeding accessories, to toys.

We found that such themed collaborations seem to resonate more with the Chinese audience when implemented by local brands, as they capitalize on well-loved characters in the Chinese market much more aggressively than Western brands. In fact, a look comparing the international brands’ sector of the show with the broader domestic brands shows just how far these collaborations are used in China.

Taking a look at the photos below, you can get a sense of how much these collaborations become a major part of the brand identity, not just releasing their product with some small imagery but creating an ecosystem of products around the brand, products, messaging, and overall value proposition.

This approach serves a dual purpose - providing functional, high-quality baby products while adding an element of fun and familiarity that both children and parents appreciate. Cartoons like Ultraman, Peppa Pig, Mickey & Minnie Mouse, and Boonie Bears are top of mind for consumers and the brands that cater. Taking these collaborations one step further makes domestic brands much more attractive to kids and parents looking to make a purchase.

Untapped Potential in 月子 (yuezi) Products for Western Brands

The practice of 月子 (yuezi), or "the sitting month," is deeply rooted in Chinese culture. This period of postpartum recovery, which typically lasts for about a month, places a strong emphasis on the mother's well-being, nutrition, and rest. At the Expo, we noticed a surge in the variety and quality of products designed to support mothers during this essential time.

From nutritionally balanced meals and herbal teas to specially designed loungewear, skin-care products, and even dedicated yuezi centers offering professional care, the demand for high-quality 月子 products is palpable. However, the presence of Western brands in this space appeared near nonexistent.

Tech-Enabled Appliances Soothe Chinese Parents’ Concerns 

The rise of smart, tech-enabled appliances in baby care was another standout trend at the Expo. From tech-enabled baby bottles which track the internal temperature of the bottle to advanced sterilizers and formula makers, technology seems to be easing many concerns of Chinese parents.

These high-tech appliances not only offer practical solutions that simplify baby care but also give parents peace of mind. The use of data-driven insights to monitor and respond to baby's needs is not just convenient, but it also contributes to a sense of security, knowing that their baby's well-being is being carefully monitored.

 Interestingly, many of these products are designed with sleek, modern aesthetics that align with the contemporary home environment. As a result, they are not just functional appliances but also stylish additions to the home.

Silicon-Based Baby Products Rise in Popularity 

With all the talk online about the dangers of plastic and the unseen dangers they present, it’s no wonder silicon has been hot on the rise. Silicon-based baby feeding products, known for their durability, safety, and vibrant designs, were a hit at the Expo. These products are prone to brakeage, present a more premium look, and often have suction to the table, to prevent an upset toddler from ruining the day for the parent.

Beyond the cutlery and plates, products such as silicon bathtubs or highchairs were much easier to store, a common issue in Chinese households given the much smaller space than many Western homes. These products were catching the eyes of many consumers wondering the halls of the event.

As our journey through CBME in Shanghai showed, the future of parenting in China is shaped by cultural traditions, the power of collaboration, the influence of technology, and cutting-edge product development. Our team had a great time touring the expo and speaking to brands. If you would like to learn more, or find out just how your brand can make waves in this space, contact China Skinny just how we may be able to assist you.