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China's baby toys and gifts market is gradually increasing
In today's environment of rising prices, parents' budgets for their children have never been cut, and the demand for toys and clothing remains strong. This has attracted more businesses to focus on the children's product market, especially the high-end baby gift sector. These gifts are becoming increasingly popular among consumers, whether for personal use or as presents.
Xiao Ying, a public institution employee, recently bought a baby gift for her cousin who had just given birth. "My cousin had a daughter, and I was unsure what to get. I went to the baby section in the supermarket and saw a wide range of products—gift sets, bottle kits, toys, and skincare sets. It was overwhelming, and I couldn’t decide which one to take. After careful consideration, I chose a baby skincare set, and my cousin was really happy with it."
This is just one example of how the baby gift market has grown from being an afterthought to becoming a major trend. According to industry insider Mr. Cai, “Consumers want to give something unique and special, which is why the baby gift market is expanding.†Survey data also show that gifting is a key driver behind the purchase of high-end baby gifts. As a result, the baby gift market is becoming more popular, leading to a more diverse development in the overall children’s products market.
Additionally, some parents push the baby gift market by wanting to give their children a sense of superiority over their peers and to showcase their own status. Ms. Li, a mother of a 1.5-year-old, shared, "I go to Hong Kong every month to buy milk powder, food, toys, and clothes for my daughter. I also bring back snacks and clothes when I travel abroad." Though not young, she represents a generation of mothers who aim to provide the best for their kids, hoping they won't fall behind at the starting line. Whether for personal use or as gifts, beautifully designed baby gift sets are always well-received.
According to Mr. Cai, many parents take advantage of holiday sales and discounts to update their children's wardrobes or give gifts to family and friends. High-end branded baby gift sets, in particular, are selling very well these days. While the baby gift market mainly targets affluent consumers, its influence on the broader children's market is still limited. However, Mr. Cai believes that as the baby gift market continues to grow, competition in China's children's consumer market will become fiercer. The country's consumption pattern is shifting from "quantity-based" to "brand-based." Companies that lack originality, brand identity, and quality will see their market share shrink, while those with strong brand value will have greater potential for growth.