The baby care sector in China is expanding overall.

According to Mintel China, the Chinese baby care market is expanding rapidly, with a compound annual growth rate of 14.5% predicted by 2023. The market for baby care has been steadily expanding through both online and offline distribution channels since China relaxed the One Child Policy in 2016 and Chinese families' household incomes increased. In recent years, domestic rivalry in China's infant care industry has strengthened, including sales of other child care-related products including strollers, bottles, baby seats, cribs, and baby clothes, even though international names are still preferred, particularly when it comes to baby milk formula.  Even while the primary distributors are still offline channels like supermarkets and specialty infant care shops, theE-commerce makes it possible to buy more baby care products from overseas. E-commerce purchases of baby care goods are a major driver of the market's expansion in China. Along with food and cosmetics, cross-border internet sales of baby care products are among the most popular among Chinese consumers. Baby items, particularly those related to baby personal care, like body powder, lotions and creams, baby bug repellant, and shower gels, are used more frequently, according to consumer data.

Baby care items are still preferred to be imported, and Chinese consumers can buy international brands through cross-border e-commerce thanks to the country's massive e-commerce network.E-commerce accounts for half of all baby-related product purchases. In China's infant care distribution business, physical stores are increasingly vying for customers' attention, with online channels accounting for half of the mother and baby retail market value. With 47% of the total online merchandise volume as of 2017, Tmall leads this half of the market, followed by JD with 27%. Together, JD and TMall accounted for 37% of all online sales of goods for babies.