According to the sales data for baby and children's products on China's e-commerce platform Tmall in February, there was a year-on-year increase in sales across 9 major product categories: children's bicycles, electric ride-on cars, scooters, children's four-wheeled strollers, baby bottles, children's car seats, high chairs, playpens, and baby carriers/waist stools. The top 3 categories with the highest sales growth were baby carriers/waist stools (105.1%), playpens (62.4%), and high chairs (52.9%).
Looking at average prices, all 9 categories saw a year-on-year increase, with the largest increases in baby carriers/waist stools (42.7%), baby bottles (26.9%), and playpens (14.6%).
Spring Outdoor Season Fuels Ride-On Products Sales: Mid-Tier Models Gain Traction
Children's Bicycles: Sales grew by 44.4% year-on-year, with products in the 300-500 yuan range contributing 23.6% of the growth.
The sales of children's bicycles grew by 44.4% year-on-year, with a 17.4% increase in volume and a 4.5% increase in average price. Products priced between 300-500 yuan saw a 40.6% growth, contributing the most to sales growth (23.6%).
A popular item in this price range is the NADLE S-900 multifunctional children's bicycle, with an average transaction price of 427.4 yuan. This bike, designed for children aged 2-6, features a lightweight aluminum alloy frame, a chainless design, rear brake system, and anti-slip, wear-resistant tires, making it ideal for balance learning. The adjustable seat and handlebars allow the bike to grow with the child.
Electric Ride-on Cars: Sales grew by 39.1% year-on-year, with products under 400 yuan contributing nearly 50% to the sales growth.
Sales of electric ride-on cars increased by 39.1%, with a 44.4% increase in units sold. Products priced under 400 yuan grew by 53.4%, contributing the largest share of 38.7%, an increase of 3.6 percentage points over the same period last year.
A popular item in this price range is the RIOYSIRE WX888 electric three-wheeled motorcycle for children, with an average transaction price of 304 yuan. Designed for parent-child co-riding, it features a 117cm extended body and double seats, allowing for more interactive experiences between parents and children. It also includes 7.2-inch thick anti-slip, wear-resistant tires, a stable triangular frame, and a built-in Bluetooth smart remote control system for added safety.
Three Major Durable Baby Products See Growth in Both Volume and Price, Products in the Mid-Price Range Leading Contribution.
Baby Bottles: Sales grew by 30.8% year-on-year, with products in the 150-200 yuan range contributing nearly 70% of the growth.
Sales of baby bottles grew by 30.8%, with a 3.1% increase in volume and a 26.9% increase in average price. Products priced between 150-200 yuan saw a dramatic 129.9% increase, accounting for 28.0% of total sales, and contributing 67.1% to overall growth.
A popular item in this range is the SHIXI PPSU newborn baby bottle, with an average transaction price of 185 yuan. Made of food-grade PPSU material, it is durable, heat-resistant (up to 180°C), and can be repeatedly sterilized without deforming. The bottle nipple is made of food-grade PPSU liquid silicone, simulating breastfeeding for a natural transition from breast feeding to bottle feeding.
Children's Four-Wheeled Strollers: Sales grew by 20.2% year-on-year, with products in the 1800-2400 yuan range contributing nearly 60% to the growth.
Sales of children's four-wheeled strollers increased by 20.2%, with a 18.3% increase in volume and a 1.6% increase in average price. Products in the 1800-2400 yuan range saw an increase of 78.3%, and their share of total sales rose to 21.9%, an increase of 7.1 percentage points over last year.
A popular item in this price range is the BEBEBUS Butterfly stroller, with an average transaction price of 1877 yuan. This stroller features a comfortable and convenient design, supporting one-hand folding and fitting into car trunks and airplane cabins. It has a bionic butterfly backrest, high-resilience memory foam, and adjustable reclining positions for children aged 0-6.
Children's Car Seats: Sales grew by 33.9% year-on-year, with products in the 600-1800 yuan range contributing nearly 60% to the growth.
Sales of children's car seats grew by 33.9%, with a 23.5% increase in volume and an 8.4% increase in average price. Products in the 600-1800 yuan range saw an 88.7% increase, accounting for 30.2% of total sales, an increase of 8.8 percentage points over last year.
A popular item in this price range is the HEEKIN KX111 car seat, with an average transaction price of 731 yuan. The seat uses a car-grade dual-track carbon steel frame, combined with a side-impact SXMA protection system and a five-point harness for collision protection. It features five adjustable angles and a 25cm adjustable headrest, accommodating children from 0 to 12 years old.
Note:
1. The above analysis is based on Tmall sales data provided by ECdataway.
2. All images in this article are sourced from brand flagship stores on Tmall.
