Mother & Baby Sector Insight 2019 - CBBC - China Britain .... Files/CBBC... · Mother & Baby Sector...

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Mother & Baby Sector Insight 2019 In collaboraon with:

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Mother & Baby Sector Insight 2019

In collaboration with:

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Mother & Baby Sector Insight 2019

Trade missions are one of the ways where we help. China was chosen as the destination for the trade mission due to it being a major hub for the maternity, children and baby market, worth more than GBP 339 billion in 2018. The child population has grown significantly over the last couple of years, and the industry is expected to see consumption growth of

more than GBP 3 billion year-on-year. In addition, Chinese consumers are willing to pay higher premiums for high quality and high safety baby products.

For this trade mission, Santander, together with CBBC and DIT, organised 1-2-1 matchmakings for our delegates to meet Chinese buyers. In addition, there were

baby and maternity store visits, testing laboratory visits to ensure products can be sold in China, marketing briefings, Key-Opinion-Leader (“KOL”) strategy, and visits to the CBME trade show.

To find out more about how we can support your ambition to grow in China, please contact [email protected]

Santander is pleased to have once again led a delegation to the Children Baby Maternity Expo (CBME) in China in conjunction with the China-Britain Business Council (CBBC). As a bank with international presence in 10 core markets and many more via our network of alliances, Santander UK focuses on helping businesses prosper by being the “accelerator for business growth”. We know that businesses want to grow in their current markets and even beyond – that is why we have a deep, holistic and tailored approach to our international proposition to help with their international growth ambitions.

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Figure 1: Market Size and Growth Rate of China’s Mother & Baby Product Market by Year3

1 https://finance.yahoo.com/currency-converter/2 http://36kr.com/p/5078310.html http://www.baobei360.com/Articles/Html/2018-03-19/152558.html http://research.baobei360.com/a/20161023/10004016.html3 http://www.sohu.com/a/228160600_3720524 Kantar World Panel: New Generation’s Baby Shoppers Behaviour http://www.sohu.com/a/160585389_766558 http://research.baobei360.com/a/20161023/10004016.html

The growth in China’s Mother & Baby market has been well documented and shows no sign of stopping. According to Mr Enlong Hou (COO, Suning Commerce Group) the value of the mother and baby market in China reached RMB 2.59 trillion (GBP 298 billion)1 in size by 2017 and with the introduction of China’s two-child policy, it is predicted to reach RMB 3 trillion (GBP 345 billion) by 2019.2

Among the fastest growing sub-sectors within China’s market for Mother & Baby products is fast-moving consumer goods (“FMCGs”), seeing a growth rate of 9.0% in 2017. Within this category, market demand for baby diet supplements grew by 32%, and baby care products grew by 18.7%, as shown in Figure 2. Meanwhile, the largest product categories are infant formula and nappies, which grew at 8.7% and 6.8% respectively in 2017.

Online, childrenswear and shoes were the most popular sub-categories sold in 2016, with casual shoes and sports shoes for children being particularly popular. In addition, baby carriages and cribs also performed well.4

THE MARKET OPPORTUNITY

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ket S

ize, R

MB

Billi

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th Rate %

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Market Size, RMB Billion Growth Rate %

25913019

Figure 2: Growth of Mother & Baby Fast-Moving Consumer Goods, 2017

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0%

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IMF Products Baby care

Products

6.8% 8.7%

18.7%

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Table 1: The Development Levels of Selected Product Categories

Different product categories within China’s Mother & Baby market display various levels of development, as Insight & Info Consulting Ltd has summarised, and as is shown in Table 1 (below).5

Demand for Mother & Baby products is not restricted to first- and second-tier cities. Economic and cultural differences between more affluent cities and those that have lower incomes has resulted in consumers with different demands, and lower-tier cities are expected to record strong growth in the coming decades. Some key trends that look set to define the Mother & Baby sector over the next decade include:

A New Generation of Mother & Baby Consumers

Consumption of Mother & Baby products in China is mainly driven by those born after 1985, with these generations generally considered to be more willing to try new products, as well as heavily influenced by the Internet, and open to international culture.

Convenience and fashion are more important to today’s young mothers than to those from previous generations. Coupled with a growing disposable income that these mothers are partly spending on Mother & Baby products, new market sub-sectors are being created to meet their needs, such as skincare products for pregnant women; a market predicted to be worth RMB 4.7 billion (GBP 540.2 million) by 2022.

The generation of mothers born after 1985 are more economically independent than previous generations, and are therefore pursuing a high quality of life, as well as improvements in their personal appearance. The annual expenditure of this new generation of mothers on Mother & Baby products ranges from RMB 5,000 (GBP 588) to RMB 18,000 (GBP 2,118).6

PRODUCT CATEGORIES MARKET NEEDS & POSSIBLE CHANNELS MARKET CHARACTERISTICS

• Children’s food;• Children’s skincare products;• Fast moving consumer goods.

• Childrenswear;• Children’s footwear

and accessories. • Functional appliances;• Daily-use goods; • Toys for young children.

• Children’s car seats.

There is strong demand for international baby formula and nappy brands in China; Chinese consumers pay a close attention to which brand a product is labelled as; all retail channels would be suitable for these products.

Brands new to China need to first raise brand awareness; shopping centres, department stores, and online platforms are all suitable for these products.

Brands new to China need to first raise brand awareness; shopping centres, department stores, and online platforms are all suitable for these products.

Despite the low degree of market penetration and awareness of car seats, demand for car seats in China is increasing; hence there are opportunities for international brands in this market. Consumers generally require to test these products on-site, therefore Mother & Baby product stores would be a suitable channel for distributing car seats.

High degree of market saturation concentration; high importance attached to brand.

Low degree of market saturation; well-known brands see more success in the market.

Low degree of market saturation; wide range of sub-categories.

Low degree of market penetration; opportunities for expansion of these products.

5 http://www.gyii.cn/m/view.php?aid=2082536 http://mini.eastday.com/mobile/180322150923810.html

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Demand for Higher Quality ProductsQuality is more important than ever for Chinese parents, which presents a significant opportunity for international companies, which are often perceived by Chinese consumers to be of a higher quality, safer, and more reliable than their Chinese counterparts.

The effects of this drive for quality can be seen in ever-more specific and detailed consumer demands for products to be healthy, pollutant-free, environmentally friendly, and contain minimal added additives, as well as to have a long service life.7

Researching onlineFrom community E-commerce, to user reviews left online, to simply discussing new products on social media, Chinese mothers are using the Internet as an information source more than ever before. On the Chinese search engine, Baidu, more than 100 million searches related to Mother & Baby products are conducted each month.

Key Distribution ChannelsBoth online and offline distribution channels are dynamic and complex, with major companies across both channels seeking to take advantage of growth in the Mother & Baby sector, and differentiate their approach to the market from those of their competitors. Online sales made up 16.3% in 2017, with this expected to increase to 27.7% by 2022.8

Supermarkets still dominate the offline market in China as a whole, but specialist stores attract 57% of shoppers in first and second tier cities. Growth in specialist baby product stores is predicted to outpace that of other channels to become the main offline sales channel for Mother & Baby products in China by 2020.9

Finding the right model to access the market is key to success in this competitive market, and various options are available to UK exporters, as shown in Table 2 (below).

Table 2: Potential Distribution Models Available to UK Exporters

CROSS BORDER

E-COMMERCE

DISTRIBUTOR

CONSIGNMENT

TO RETAILERS

DIRECT SALES

TO RETAILERS

Government policies and regulations changeable. Limited market share; no product in-market.

Loss of control on pricing and branding. Limited oversight on exact activities.

Greater risks of product not selling, and paying higher costs for consignment. Potential return of stock.

Potential risk of retailer managing brand. Low visibility on performance.

Not always

Yes

No

Yes

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

Yes

Yes

Yes

Yes

No

Yes

No

Yes

Yes

Yes

Yes

No

Yes

Yes

7 http://mini.eastday.com/mobile/180322150923810.html http://www.sohu.com/a/160585389_7665588 https://ww2.frost.com/files/9415/2689/0964/Preview_-_the_Cross-border_E-commerce_Haitao_Opportunity_in_China_Preview_mtd.pdf9 http://www.sohu.com/a/228160600_372052 Online Consumption Trend Report for China Maternity and Baby Products 2017 by JD Big Data Research Institute

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LOW CAPITAL INVESTMENT

LOW OPERATIONAL RISK

CONTROL OF PRODUCT BRANDING

OFFLINE SALES

CONTROL OF SALES

GIVES IDEA OF MARKET DEMAND

DIRECT ACCESS TO CONSUMERS AND/OR END USERS

RISKS/LIMITATIONS

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Online ChannelsAs stated in the China online retail market data report- 2018 H1 released by China E-Commerce Research Centre (电子商务研究中心发布了《2018年(上)中国网络零售市场数据监测报告》), the market size of China’s mother and baby e-commerce in the first half of 2018 reached RMB 374 billion. By the end of 2018, the number was estimated to be RMB 747 billion. Source: http://news.baobei360.com/research/2018-10-31/10008493.html

Among all Mother & Baby products sold online, sales of clothing comprise over 25% of the total and are likely to have a total sales value of approximately RMB 192 billion (GBP 22.7 billion) by 2018.10 Key platforms for this product category are shown in Table 3 (below).

Table 3: Leading E-Commerce Platforms

NAME DESCRIPTIONUSER PROFILES

Tmall Global

JD Worldwide

Kaola

VIP

Mia.com

Mama.cn

Babytree.com

Little Red Book(mobile only)

Comprehensive online shopping platform with cross-border E-commerce section

Comprehensive online shopping platform with cross-border E-commerce section

Specialises in cross-border E-commerce

Comprehensive online shopping platform with cross-border E-commerce section

The first flash sales platform in China offering imported Mother & Baby brands

Content-driven social E-commerce platform focusing on the Mother & Baby sector

Content-driven social E-commerce platform focusing on the Mother & Baby sector

Specialises in beauty and personal care, healthcare, and Mother & Baby care products

Registered users: 500 millionDaily visitors: 60 million

Registered users: 300 million

Active users: 50 million

Registered users: 300 millionActive users: 58 million

Registered users: 30 million

Active users: 4 million

Active users: 9 million

Registered users: 70 million

10 CBBC ; Santander; https://www.sovereigngroup.com/wp-content/uploads/2015/04/China-e-commerce-2016-for-website.compressed.pdf https://www.sohu.com/a/219536078_119659; https://www.thedrum.com/news/2018/08/20/china-e-commerce-market-forecast-reach-18tn-2022

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Offline Channels

Table 4: Large Offline Store Chains

STORE DESCRIPTIONNUMBER OF STORES

Kidswant

Leyou

les enphants

Baby Bear

Aiyingdao

Established in 2009, Kindswant is well-known maternity and baby retail brand in China providing a full range of products and services for mothers-to-be, and children aged up to 14.Kidswant’s 227 large and fully digitised stores are located in 19 provinces and 109 cities cross China. To accompany its physical stores, Kidswant launched its online app in 2015, which had been downloaded by 6 million users by 2017. It is a content-oriented and community-based maternity and baby platform.

Set up in 1999, Leyou is a maternity and baby chain store brand with O2O omni-channels for maternity and baby products. Leyou adopts the “App+ online shopping mall + chain stores” business model with the aim of providing consumers with one-stop professional services and a convenient and comfortable shopping experience.Leyou has worked with more than 530 suppliers from 21 countries across the world, and owns more than 30,000 SKUs in 16 product categories, including children's and maternity clothing, toys, car seats, children’s furniture, milk powder, food, feeding supplies, toiletries, and diapers.

Les enphants first came to mainland China in 1993. It is composed of four companies in mainland China covering maternity and baby clothing, daily supplies, toys, and logistics, respectively. Les enphants has established branch offices in Shanghai and Beijing and several regional marketing centres in China. Apart from the 382 direct-operated stores, it also has 426 franchised stores covering China’s first and major second tier cities. The brand is seeking to build a more extensive presence by opening and running counters in many shopping malls such as Bailian and Wangfujing, and working with large shopping complexes. Les enphants established its flagship stores on Tmall, JD, VIP.com, and other E-commerce marketplaces in 2012.

Wholly owned by Infore Group and founded in 2003, Baby Bear is a famous Chinese maternity and baby chain store brand focusing on providing mid to high-end products and services to families with babies and children aged up to six years old. Baby Bear’s business covers seven large provinces (Hunan, Hubei, Jiangsu, Shanghai, Jiangxi, Sichuan, and Chongqing), providing 17 categories of commodities including milk powder, nappies, high-end children’s clothes, shoes, maternity clothing, and bedding. It currently owns more than 230 stores with 5 million members and continues to actively expand. Baby Bear has established its omni-channels by integrating its online and offline resources so as to provide its customers with a convenient and comfortable experience of purchasing goods and using its services. Baby Bear has also set up its own flagship stores on key E-commerce marketplaces, including Tmall and JD.

Established in Zhuhai, Guangdong Province in 1998, Aiyingdao is one of China’s biggest maternity and baby chain store brands. It has more than 1,600 stores (both directly-operated and franchised models) in 12 provinces, across over 80 cities in South China, East China, and Central China, as well as an online shopping mall (baby.com.cn). Aiyingdao’s key product categories include baby food, daily necessities, toys, and clothing.

227 offline stores and one online store

580 offline stores and six online stores

382 stores and seven online stores

230 stores and two online stores

1,600 stores and one online store

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Intellectual Property Protection

A key preparatory step to consider before entering the China market is registration of your intellectual property (“IP”)

rights, including trademarks and patents. CBBC recommends reading the detailed guidance on this available on our

website www.cbbc.org.

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Intertek The children’s sector in China is highly regulated. It is important to understand which standards (known as “Guobiao”, or “GB”), certification, or other tests are required for products, and what effect this will have on your route to market.

China's regulatory regime is still in the process of reforming, and there are currently multiple regulators within the Mother & Baby product industry, including the government, semi-governmental

agencies, social organisations, and non-government bodies, such as professional shoppers. Key government bodies in charge of regulations related to the maternity and baby product industry include China Customs and the State of Administration for Market Regulation (“SAMR”), while the China Consumers Association (“CCA”) is a semi-government agency.

The testing requirements for market entry can be split into three parts: laws and regulations, mandatory standards, and product standards, As Figure 1 (below) shows.

Laws and regulations

Laws and regulations are compulsary and non-

compliance is a serious offence

Product standard is normally stated on the

label and once used, the product must comply to it (optional but beneficial)

Mandatory standard

Mandatory standards must be adhered to

Product standard

Three aspects of Legal Compliance of commodities

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Products affected include:

• Clothing and soft furnishings (both mandatory testing and labeling requirements apply);

• Feeding accessories (mandatory standards apply);

• Toys and games (some require CCC certification);

• Cosmetics or skincare products (mandatory testing and filing regime);

• Car seats and prams (CCC required).

For further information or product-specific advice, please contact Mr Joseph Peng, [email protected].

Regulatory Environment & Trade Compliance Requirements

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Marketing

Case Study: BiostimeBiostime Omni-Channel Campaign

KOL Campaign Example

Key Online Marketing Trends in the Mother & Baby Product SectorWith over 800 million Internet users in China, 98% of which go online using a mobile device, it is little wonder that international companies first focus on digital channels when entering the Chinese market,11 with 73% of digital purchases now made on mobile devices in China.12 However, a company’s offline presence is still

crucial, especially in smaller cities, as parents sometimes still prefer to test baby products out and make inquiries with salespeople. Companies are therefore exploring an omni-channel approach when marketing Mother & Baby products in China.

Biostime, one of China’s largest brands of milk formula for expectant and nursing mothers, organised an omni-channel campaign by launching its family yoga camp through online platforms, before inviting Key Opinion Leaders (KOLs) to participate in its offline activities. This campaign not only raised the awareness of this brand in the Chinese market, but also positioned it as a brand that mothers can rely on.

Mother & Baby KOLs Apart from having a verified branded presence on Chinese social platforms, it is also crucial to involve influencers or KOLs that can endorse a brand. Engaging with KOLs in the Chinese digital ecosystem is a key component of marketing activity in China, more so than in many western countries. With multiple brands trying to attract Chinese consumers, Chinese parents are more selective of which brands they choose, and heavily rely on word-of-mouth recommendations from friends and KOLs.

An example can be seen in the recent launch of Teletubbies’ new series on Subscription Video on Demand (“SVOD”) platforms in China. Teletubbies partnered with a popular celebrity, Da Tao, who has a two-year-old son, who produced a short film set in London and posted it on her social media accounts, to announce the launch of the new series. Da Tao’s video highlighted the educational aspect of the new Teletubbies series and also played on the memories which young parents who grew up watching Teletubbies may have. The video generated approximately 3.5 million views and garnered significant interest from Chinese parents.

11 https://www.forbes.com/sites/niallmccarthy/2018/08/23/china-now-boasts-more-than-800-million-internet-users-and-98-of-them-are-mobile-infographic/#5616f8a77092

12 https://www.forbes.com/sites/niallmccarthy/2018/08/23/china-now-boasts-more-than-800-million-internet-users-and-98-of-them-are-mobile-infographic/#5616f8a77092

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Aside from celebrity influencers as KOLs (Key Opinion Leaders), brands can also consider working in partnerships with experts such as nutritionists, authors and educators, some examples of which can be seen in Table 5, below:

Recommendations for MarketingMost brands are familiar with online marketplaces such as Tmall or JD, but it is also important to explore partnerships with targeted Mother & Baby product platforms such as Babytree and Mia.com. Apart from having E-commerce features, these platforms also serve as a community for mothers to share information and recommendations. Companies are also exploring co-branding and collaborations, as seen in a campaign for Babyfirst, which worked with Kidswant, ibaby, Purecotton, and Matern'ella during China’s Children's Day on 1st June 2018; covering multiple Mother & Baby social channels, and receiving positive reviews from users. This campaign increased awareness of Babyfirst and expanded its customer base at the same time.

As most Chinese parents are first-time parents, they often seek information and conduct their research online. It is therefore important to ensure that branded content is also coupled with engaging, insightful, and creative information. Constant sales-driven posts are a necessary component of online content but should not be the bulk of the content. In China, parents are most attracted to companies committed to their children’s wellbeing and that are perceived as being accessible, trustworthy, and reliable.

Table 5: Examples of KOLs in China’s Mother & Baby Market

KOLs INTRODUCTION

年糕妈妈 (Nicomama)

大J小D (Big J little D)

君君食尚美妈 (Meima Loves Cooking)

Nicomama has over 16 million followers in total across various online platforms. Her most read article achieved a readership of more than 2.2 million. The platform was established 4 years ago by an individual KOL and is now an integrated platform with functions and services including community, expert Q&A, and an online shop.

Big J little D has over 278,000 followers on Weibo and shares stories related to her difficult experiences during childbirth and raising her child under the guidance of a US doctor.

Meima Loves Cooking has close to 2 million followers on Weibo. Her content focuses on baby foods, nutritious meals, travel, and lifestyle.

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Case Study: Frugi

Frugi, a large ethical and organic children’s clothing brand from Cornwall, is a family-run company producing products in bright and vibrant colours and that feature a variety of characters and designs.

China presented a new market for Frugi, so it decided to explore this opportunity. Frugi commissioned a research project with CBBC to include bespoke market information and introductions to potential partners. It then joined a Santander-CBBC trade mission to the Children, Baby, and Maternity Expo in July 2018, meeting with several Chinese buyers through the matchmaking activities organised as part of this mission.

Frugi has since gone on to secure initial orders from China, and continues to explore opportunities with other partners.

To enable that first step into such an important market, the help from CBBC and Santander was invaluable, the market research element was a huge help, and the in-market support essential. The team created a trade mission with broad appeal to all businesses attending, yet managed to provide focussed support to Frugi and our individual needs. Our first step into China will be made with more planning and understanding as a result...”

Neil Roach (International Distribution Manager, Frugi)

If you would like to find out more about how Santander can support you and your business please visit: www.santandercb.co.uk

Products and services are subject to eligibility, status, terms and conditions and availability.

Santander UK plc. Registered Office: 2 Triton Square, Regent's Place, London, NW1 3AN, United Kingdom. Registered Number 2294747. Registered in England and Wales. www.santander.co.uk.

Telephone 0800 389 7000. Calls may be recorded or monitored. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Our Financial Services Register number is 106054. You can check this on the Financial Services Register by visiting the FCA’s website http://www.fsa.gov.uk/register. Santander and the flame logo are registered trademarks.

Next StepsTaking preparatory steps, building a brand, establishing routes to market, and ultimately continuing to grow in China can seem daunting. It is important to learn and benefit from the expertise of partners in both the UK and China to tackle these challenges effectively.

To learn more about doing business in China, please visit the CBBC website for information about support, services, and upcoming events.

To be put in contact with a CBBC China Market Business Adviser, please contact: [email protected]

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Table 6: Major Trade Shows in the Mother & Baby Product Sector, or which feature Mother & Baby Products

Annex:

EXHIBITION VENUE WEBLINKTIME

Children-Baby-Maternity Expo (“CBME”)

Ying BashaBaby /Children Expo

Best of British

China Kids Expo (“CKE”): China International Baby Articles Fair

China Toy Expo

MBC China

China Jiangsu International Products for Maternity & Baby Exhibition

The 29th Beijing International Pregnancy, Babies & Children’s Expo

National Exhibition and Convention Center (“NECC”), Shanghai

China National Conference Centre (“CNCC”), Beijing

Shanghai Exhibition Centre, Shanghai

Shanghai New International Expo Center (Shanghai)

Shanghai New International Expo Centre, Shanghai

Shenzhen Convention & Exhibition Centre, Shenzhen

Nanjing International Exhibition Centre, Nanjing

Beijing New International Exhibition Center, Beijing

www.cbmexpo.com

bj.yingbasha.com

www.thebestofbritishshow.com

cn.china-kids-expo.com

cn.china-toy-expo.com

www.mbcexpo.cn

www.mbechina.com

www.jingzheng.com

Late July 2019

Early October 2019

October 2019

Mid-October 2019

Mid-October 2019

Early November 2019

Mid-March 2019

Late April 2019

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Contact us for more information China-Britain Business Council:Jack Porteous UK Sector Lead - Retail & E-CommerceT: +44 (0) 207 802 2008E: [email protected]

Santander Corporate & Commercial Bank:Dennis Lin China Desk DirectorT: +44 (0)75 4013 8187E: [email protected]