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Baby and Toddler Products in China Market volume, key players, opportunities, market access requirements and a directory of importers and distribution partners for foreign suppliers of branded and no-name products Product scope: all categories presented at trade fairs such as Kind + Jugend (Cologne) – baby equipment and nursery, furniture, prams and strollers, car seats, children’s and baby fashion, textiles, feeding and care, safety products, toys, ride-ons and accessories Edition: September 2026 Language: English · Currency: RMB (indicative conversions: USD 1 ≈ RMB 7.2; EUR 1 ≈ RMB 8.3)
Table of Contents
1. Executive Summary................................................................................................................................................ 3
2. Market Overview....................................................................................................................................................3
2.1 Demographic framework................................................................................................................................ 3
2.2 Market volume............................................................................................................................................... 4
2.3 Category structure (Kind + Jugend scope).........................................................................................4
2.4 Distribution channels...................................................................................................................................... 5
2.5 Consumer trends............................................................................................................................................ 5
3. Major Market Players.......................................................................................................................................6
3.1 Specialist retailers........................................................................................................................................... 6
3.2 Platforms........................................................................................................................................................ .6
3.3 Brands and manufacturers (competitive environment).........................................................6
4. Market Opportunities for New Foreign Suppliers.......................................................................6
4.1 Branded products...........................................................................................................................................6
4.2 No-name and private-label products................................................................................................7
5. Products and Product Groups with Particularly Good Sales Prospects........................7
6. Market Access Requirements................................................................................................................8
6.1 Entry routes: general trade vs. cross-border e-commerce...............................................8
6.2 China Compulsory Certification (CCC).........................................................................................8
6.3 Mandatory standards and labelling..............................................................................................8
Vérifiez le marché, les secteurs et la date de révision avant d'acheter.
6.4 Customs, importer and further requirements........................................................................9
6.5 Tariffs and taxes......................................................................................................................................9
6.6 Differences by supplier origin........................................................................................................9
7. Recommended Entry Strategy.................................................................................................... 10
8. Directory of Importers and Distribution Partners.............................................................10
8.1 Notes on the directory................................................................................................................... 10
8.2 Specialist baby and toddler retailers that import directly.......................................11
8.3 Specialised importers and distributors.............................................................................11
8.4 Cross-border and brand e-commerce partners.........................................................12
8.5 Platforms that buy directly or onboard foreign brands............................................12
8.6 Generalist retailers with baby products and toys as one non-food category..........13
8.7 Institutions, certification bodies and trade fairs.......................................................................14
9. Sources and Methodology...................................................................................................................... 15
9.1 Methodology................................................................................................................................................ 15
9.2 Main sources.................................................................................................................................................15
1. Executive Summary
China remains one of the largest markets in the world for baby, toddler and children’s products, even though the number of births has fallen sharply. The National Bureau of Statistics recorded 7.92 million births in 2025, 17% fewer than the 9.54 million of 2024 and the lowest figure since records began in 1949. Despite this, spending continues to grow because parents spend considerably more per child, buy more premium products and increasingly shop online. According to Frost & Sullivan data published in a June 2026 Hong Kong listing document, China’s maternal, infant and child products and services market reached a gross merchandise value (GMV) of RMB 4,124 billion in 2025 (approx. USD 573 billion), of which RMB 3,214 billion were products. The non-food product segment, which covers the Kind + Jugend categories (equipment, durables, textiles, toys, care and consumables), grew from RMB 838 billion in 2020 to RMB 1,035 billion in 2025 (approx. USD 144 billion / EUR 125 billion) and is forecast to reach RMB 1,187 billion by 2029. The market is extremely fragmented: even the leading specialist retailer Kidswant reaches only about 0.3% market share, and the five largest players together account for roughly 1%. For foreign suppliers this is both an opportunity and a challenge – there is no single gatekeeper, but success requires a well-chosen partner mix of specialist chains, national distributors and online platforms. Key findings for foreign suppliers: • Premiumisation instead of volume: annual spending per child aged 0–3 reached around RMB 48,000 in 2025 and is expected to rise to about RMB 72,000 by 2030. Safety, science-based claims, design and materials quality drive purchasing decisions. • Online is the main battleground: the online share of maternity and baby sales rose from 35.1% (2023) to 46.1% (2025). Tmall, JD.com, Douyin and Xiaohongshu are essential for visibility, but specialist chains remain important for advice-intensive products (car seats, strollers, nursery). • Policy tailwind: since 2025 a national childcare subsidy of RMB 3,600 per year is paid for every child under three, which particularly lifts purchasing power in lower-tier cities. • Two entry routes: cross-border e-commerce (CBEC) allows market testing without CCC certification or Chinese labelling within consumer limits; general trade requires CCC for regulated products (toys, strollers, walkers, children’s bicycles, car seats) and compliance with mandatory GB standards. • Regulatory change 2026/2027: new toy safety standards (GB 6675-2025 series) and new general safety standards for children’s products and child care articles take effect on 1 November 2026; revised CCC rules for toys and children’s vehicles apply to new certifications from that date, with a transition period until 30 November 2027. • Branded vs. no-name: foreign brands with a clear safety, design or origin story (“European safety”, “Japanese quality”) have the best chances. Pure no-name products struggle against China’s domestic manufacturing base; realistic opportunities exist in premium niches, specialised materials and components, and in cross-border “global selection” ranges of retailers and platforms. • Supplier origin matters: EU suppliers pay MFN duties (no EU–China FTA); suppliers from Switzerland, Iceland, Serbia and Georgia and from RCEP countries (Japan, Korea, ASEAN, Australia, New Zealand) can benefit from preferential tariffs; US-origin goods currently face an additional 10% Chinese retaliatory tariff.
English