“Social Community + WeChat Mini Program store”, a new model of maternal and child products entering the Chinese market

In recent years, factors such as fertility policies, rising incomes, and upgrading of consumption concepts have promoted the rapid development of China’s maternal and infant market. According to data from iiMedia Research, the market size of China’s maternal and child industry will reach 4,085 billion yuan in 2020. And it’s expected to be 7.6 trillion RMB in 2024. No doubtfully, maternal and child has become a major industry component in China’s consumer market.


Of course, this large market can not be ignored by maternal and child brands worldwide. However, with the differences in culture, consumption habits, and markets, how can overseas merchants better and faster seize the Chinese market? We might as well start to explore the status quo of China’s maternal and child market~


Maternal and child e-commerce rises against the trend, new changes are worth noting
In 2020, under the influence of the epidemic, many industries have entered a period of sluggishness or even regression. However, the maternal and infant industry in China has not declined but increased. The reason is that the epidemic has prompted the digital transformation of the maternal and child industry, and maternal and child e-commerce has bucked the trend. Offline maternal and child stores turns to online stores, and online stores turns to social communities. This is an important feature of China’s maternal and child industry in the past two years.

Data show that in recent years, the user scale of China’s maternal and infant e-commerce industry has maintained a rapid growth trend. From 2015 to 2020, the growth rate is above 20%. The user scale of China’s maternal and infant e-commerce industry has reached 245 million. According to the forecast of the NetEconomics Agency, the user scale will reach 250 million in 2021.

The rate of Chinese maternal and child e-commerce consumers

Based on this, it is not difficult for us to find that China’s maternal and infant market still has great potential, but changes cannot be ignored too.

Younger parents, more avant-garde consumption concepts
According to data from iResearch, the group of pregnant mothers has begun to lean towards the post-95s and even post-00s. Their consumption concepts are more avant-garde. Both for infants and young children, pregnant mothers themselves, or the consumption needs of family layout, they have shown more diversified needs.

On the other hand, the proportion of parents with a bachelor’s degree or above has reached 66% of the overall population. They prefer scientific raising and are more willing to spend money on their children. They also prefer “imports” products.

Highly concerned about information, consumption before pregnant is a trend.
Compared with traditional generations, modern parents prefer science more. Their demand for knowledge about pregnancy and parenting continues to increase, and the learning cycle continues to grow. Data show that in 2021, 53% of the mother-infant population in China will be exposed to mother-infant information and related products from the pregnancy period. As the stages of maternal and infant consumption continue to advance, early-stage groups have gradually become a new force in maternal and infant consumption, with great marketing value.

Self-pleasing consumption expenditures increase in new mothers
With the popularization of scientific pregnancy and scientific parenting concepts, new parents, especially new mothers, pay more attention to themselves. health products have gradually become necessities for early-stage groups. Skin care cosmetics during pregnancy and postpartum products have also become popular in China. According to data from iiMedia Research, most pregnant mothers consume between 10%-30% of self-care products during pregnancy, and a small number of pregnant mothers spend more on such consumption.

“Social community + WeChat mall”, a new growth model for the maternal and child industry
Young parents are increasingly demanding knowledge about pregnancy and childcare, related books and baby platforms have become learning places for many young parents. But just learning is not enough. In the process of new life growth, there are always various problems, and novice parents often feel overwhelmed. Therefore, a community that has timeliness, interactivity and a sense of belonging can become an important communication channel for many young parents. In the community, everyone can share parenting experiences, talk about parenting experiences and feelings, or complain about the hardships of babysitting. At present, the WeChat ecosystem covers the main social community of new parents.

Thanks to the sense of belonging and trust of members in the community, the community is a precise traffic pool for maternal and child products. Many community operations have found that the “mother and child community + WeChat mini program store” is the growth weapon.

Merchants can use the SAAS system to build their own independent mini program store relying on the WeChat ecosystem. Compared with the APP, WeChat store can directly contact WeChat’s daily active users of more than 1 billion. More importantly, WeChat store can directly share and purchases in the WeChat group, without downloading nor jump to other apps.
Therefore, community operations have become a new growth driver for the maternal and infant industry. Moreover, new parents are suitable for being a community, through member accumulating, the social community will output value continuously.

The positioning of the maternal and infant community is actually very clear, that is: the marketing and promotion of maternal and infant products are the mainstay, and the knowledge sharing of parenting knowledge are supplemented by content. Compared with other fields, the characteristics and labels of the consumer population in the maternal and infant industry are very obvious, and consumers can be accurately labelled through content and community operations, which is conducive to subsequent targeted product recommendations and can greatly increase the repurchase rate.

Take KISSBABY, a well-known chain retail store for mothers and babies in Hong Kong as an example. After seeing the great prospect of “maternal and child community + WeChat mall”, KissBaby reached a cooperation with LinkieBuy, a well-known cross-border e-commerce service provider in China.

Profile of KissBaby Mini Program Store

LinkieBuy helps KissBaby build a WeChat cross-border mall through its strong internal technology development capabilities. At the same time, it uses its parent company Xingyun Group’s global warehousing and logistics services to help KissBaby connect with customs and easily complete cross-border commodity transactions. A customized cross-border mini program mall with rich marketing modules and refined user operation system helps KissBaby to solve the problems of user drainage and brand promotion and meet the business model requirements of merchants at different stages of development.

Of course, one more important thing, LinkieBuy specially arranges the operation team to plan online activities, conduct community operation and maintenance, and official account operations to increase fan activity and retention, help KissBaby build its own community, and cultivate private domain traffic.

At present, LinkieBuy has created more than 50 WeChat communities for Kissbaby and has accumulated more than 80,000 accurate core customers. There are daily parenting knowledge sharing in the community, such as post-partum care, how to confinement, weight loss after childbirth, little knowledge of childcare and other novice parents’ concerns that resonate in the group, and then through the planning of customized activities, in conjunction with social play, KissBaby achieved more order conversions and brand awareness.

The private domain traffic advantage is already obvious to all. The “social community + WeChat store” model has become a new growth driver for the maternal and child industry. And the practice of this model helped maternal and child retailers such as KissBaby to achieve rapid growth in customer and daily sales.


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