Mother & Baby products Market growth in China
China is the major hub for mother and babies market the maternity. According to Mr. Enlong Hou (COO Suning commerce group), the market growth has shown no sign of stopping in recent years.
Thanks to the introduction of China’s two-child policy, the child population has grown significantly. According to Statista market research, In 2019, the market size of mother and babies products in China reached approximately 2.7 trillion yuan, growing at around 15 percent rate annually in the past three years.
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According to ECNS.cn news China’s mother and babies products market is expected to grow steadily over the next decade due to growing demand from young parents who pursue high-end lifestyles, particularly in lower tier cities. In 2020 sales revenue from this sector is expected to reach 3 trillion yuan.
What are the reasons for the market growth?
- Easing of the One Child Policy in 2016, accompanied by the growing household income of Chinese families
- Families are willing to pay a lot for useful products for their children and mothers
- Families are willing to pay higher premiums for high quality and high safety baby products
- The rise of the “New Retail” characterized by integration of online and offline platforms
- The demand is not restricted to first- and second-tier cities, but has seen growth demand from lower-tier cities.
Mother and baby market new trends
Online distribution channels growth
The mother & baby market has seen steady growth through both online and offline distribution channels.
In fact, although offline channels are still the main place where to buy the products of this industry, the growing online presence through both e-commerce and social media seems to indicate a promising future for the mother and baby market in China.
From community e-commerce, to user reviews left online, to simple discussion of new products on social media, Chinese mothers are using Internet as a source of information more than ever. For example, on the Chinese search engine Baidu, more than 100 million searches are conducted every month for Mother & Baby products.
During Covi-19 outbreak, the demand for mother and baby products has been high. For example, on JD.com sales of daily necessities, such as baby and mother clothes, artificial milk and diapers, increased 10 times on a yearly basis.
Online Chinese new generation
The Chinese online community, represented by the young Chinese generation, born in the late 1980s and early 1990s, has greater purchasing power than ever. Data from JD.com, the second Chinese e-commerce platform, showed that are these generation account for 70% of consumers of mother and baby products.
This generation, which has seen China’s change into an economic and digital power, have a higher disposable income than previous generations, therefore, they are:
- Less price-sensitive
- Willing to try new products
- Heavily influenced by the Internet
- Open to international culture
- Willing to pay more for better quality products for their children
- Willing to buy trendy products
- Prefer to watch live streaming content and short videos
In the first quarter of 2020 on JD.com platform, the viewing time for live streaming and short videos increased around 130% year-on-year, and sales driven by live streaming increased around 400% year-on-year.
E-commerce live streaming’s boom in China
E-commerce live streaming, with KOLs as protagonists, are becoming the most effective marketing tool for several reasons.
Through live streaming users can:
- Inquire about a product and buy it immediately, without ever changing the App
- Having a “virtual” contact with the host
- Send messages and receive live replies
- See the product live, and is therefore more reliable for the consumer
Through live streaming exposure, brands can:
- Generate more leads for your business
- Get more followers for your brand
- It is cost-effective, but it still brings great results
- It can be used for product reviews, seeding of products
- It can be used to increase sales
- Use KOLs to boost sales
Higher Quality and Premium Products
Quality is more important than ever for Chinese families, which represents a significant opportunity for international companies, which are often perceived by Chinese consumers as being of higher quality, safer and more reliable than Chinese ones.
In fact, Chinese families are increasingly demanding products with specific characteristics such as:
- Healthy products
- products free of pollutants
- ecological products
- Minimum added additive products
- Durable products
All these reasons have led the mother and baby market to be classified as a premium market, with high prices and quality, compared to other sectors, creating great opportunities for international brands.
Thanks to these opportunities, however, competition is expected to intensify. Therefore, brands will have to try to distinguish themselves by improving product quality, their reputation and build brand awareness.
What are the main categories of products?
Chinese consumers pay close attention to which brand a product is labeled and tend to buy products from international brands, especially for products such as infant formula and diapers.
The following list shows what are the main products sold in China:
High degree of market saturation
- Baby food
- Baby skin care products
Low degree of market saturation
- Baby clothes
- Baby footwear
- Baby accessories
- Functional appliances
- Daily-use goods
- Car seats
Who are the main players?
International vs domestic brands
International companies are often perceived by Chinese consumers as being of higher quality, safer and more reliable than Chinese ones mainly because of the scandals that characterized them on food safety (The 2008 Chinese milk scandal).
As a matter of fact, product quality scandals have led many Chinese parents to buy foreign products from the past twelve years. Especially regarding milk powder, over half of the Chinese infant formula market is dominated by foreign brands and in some cities the percentage reaches 80%.
Although foreign brands are still the favorites, national competition in the Chinese childcare market has intensified in recent years, especially in the sale of products such as:
- Baby seats
- Baby clothes
- Baby skincare products
The new requests from a population of parents with higher incomes also represent an opportunity for Chinese companies. With a greater demand for specific products and with a diversified market, in fact, there are many opportunities for national companies.
For example, the growing demand for baby skincare products such as shower gel and lotions has led Frog Prince, one of the leading Chinese baby care companies, to produce a gel that emphasizes the beneficial qualities for baby’s skin, through natural ingredients extracted from the oil that leaves the skin delicate and nourished.
Some of the main players in the Mother and Baby market in China
- Johnson & Johnson
- Procter & Gamble (Pampers 帮宝适 bangbaoshi)
- Frog prince
- les enphants
- Baby Bear
How to sell your Mother & Baby products in China?
What are the regulations and trade requirements to sell your products in China?
The Mother & Baby sector in China is highly regulated. There are multiple regulators and three testing requirements for market entry.
Multiple regulators in Mother & Baby product industry:
- The government (China Customs and the State of Administration for Market Regulation “SAMR”)
- semi-governmental agencies (China Consumers Association “CCA”)
- Social organizations
- Non-government bodies
The testing requirements for market entry:
- laws and regulations
- Mandatory standards
- Product standards (normally stated on the label)
What are the channels to sell your Mother & baby products in China?
Finding the right model to enter the Chinese market is the key to success due to its competitiveness. What are the options available to international exporters?
- Consignment to retailers (Not selling products risk and high cost for consignment)
- Direct sales to retailers (Retailer managing brand risk and low visibility)
- Online retailers and market places
Distributors: How to find distributors for your mother and baby products?
Finding distributors can be a daunting task, especially if you’re a non-Chinese speaker. By using this option you loss the control on pricing and branding, however, working with the right distributor can make things significantly easier and it may be worth spending some money to save time and reduce the difficulty of entering a large market like the Chinese one.
There are numerous ways of contacting potential distributors in China. The most common ways include:
- Attending fairs
- Searching online
- Tmall B2D
Attending Mother and Baby Fairs in China
According to Tradefairdates, although most of them were postponed because of Covid-19, some of the major fairs in China are:
- Playtime (13-14 July 2020)
Playtime in Shanghai is a trade fair for the child. Many exhibitors will be presenting their latest trends and products for children. This exhibition is a communication and information platform in the industry and offers exhibitors the opportunity to present to an audience of experts. Visitors can find information here thoroughly and comprehensively about the latest developments, trends and products from the fields.
- Children Baby Maternity Expo “CBME” (04-06 October 2020)
The Children, Baby, Maternity Expo CBME China, being held in Shanghai is known as the world’s largest event. Lots of international suppliers from all over the world present more than 2000 brands of products for children, babies, and pregnant women. Therefore, the event offers great opportunities to meet other buyers, manufacturers, distributors, or suppliers. The fair is highlighted by an innovative product award where the most innovative and best products in different categories are determined.
- China Toy Expo Shanghai (21-23 October 2020)
China toy expo is an international trade fair for toys and baby items in Asia. It is China’s market-leading platform and provides international manufacturers access to the Chinese market. The fair offers exhibitors the opportunity to get in touch with visitors, especially with buyers, and to deepen the business relations.
- Hong Kong Baby Products Fair (11-14 January 2021)
Hong Kong Baby Products Fair is a platform for the dynamic baby products market in Asia. It offers Asian-based suppliers and renowned worldwide brand names a great opportunity to expand their business network, explore new market opportunities, and promote product image and brand recognition all under one roof. The event is a spin-off from the well-established and very successful Hong Kong Toys & Games Fair. The Hong Kong Baby Products Fair, the Hong Kong Toys & Games Fair, the Hong Kong International Stationery Fair and the Hong Kong International Licensing Show all take place at Hong Kong Convention and Exhibition Centre at the same time.
You can also search for distributors online, but this can be a challenge. There are currently more than 85,000 distributors in China, to contact random distributors one-by-one can take a long time with a low success rate. In addition, in this way you will increase the risk of coming across unreliable distributors.
You can also get information by asking your friends or other exporters who have found their distributors in China. It can save you time and effort as word of mouth references could be helpful in finding a distributor.
Chambers of Commerce
Most domestic chambers of commerce will provide companies with a list of distributors within their sector and may already have some contacts with distributors.
Tmall B2D (Business to Distributor) is a platform where you can connect with 85,000 Chinese distributors.
Any entrepreneur can choose his distributor on the Tmall app. However, it is not easy to choose the right distributor for you when one has no expertise of distributors in China.
GMA digital marketing agency
Distributors will only focus on distribution. To ensure that all aspects of the marketing strategy are covered you should rely on our agency. We can help you and offer a distribution survey to understand this specific market in China.
Online retailers and market places
Consumer reports of increased frequency in online shopping indicate the growth potential and competition of online retailers vs offline retailers.
The director of the China E-Commerce Research Center, Cao Lei, said: “The explosive growth of the maternal and child industry in recent years has prompted many online retailers to enter the market.”
To meet the growing and diverse demand for mother and baby products, many Chinese online retailers are launching customized products and collaborating with various foreign brands.
Purchases of baby care products through e-commerce is widespread in China and now represent 50% of mother and baby retail market value. Purchases on the platform are a great source of growth for the market of mothers and babies in China. In addition, transnational online sales related to baby care and food are the most popular for Chinese consumers.
Baby care products like body powder, lotions, and creams, insect repellent for children, and shower gels are the most requested.
Among the baby care products, imported products are still the best for safety reasons. Thanks to e-commerce platforms in China, consumers can satisfy their requests and buy products of foreign brands, without a physical presence in China, through cross-border e-commerce.
The online market is dominated by Tmall, followed by JD, Xiaohongshu, Kaola, Vip.com, mia.com and others online retailers. Branding and presence on well-known e-commerce platforms in China is crucial to sell your products.
Chine eCommerce platforms
Use Tmall to sell mother and baby product
Tmall is the biggest B2C (business-to-consumer) platform in China. It was launched by Alibaba’s Taobao in 2010 and since its creation is the first e-commerce platform in China.
Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands.
It mainly focuses on premium brands. This characteristic makes Tmall the most expensive e-commerce marketplace in China. For Chinese consumers, high price indicates high quality therefore many customers prefer buying their products from Tmall.
Requirements for international brands to operate an online TMALL store:
- International brands must be an authorized distributor and have a corporate identity outside China.
- The company must be independent and hold retail and trade rights
- The company must be the brand owner or authorized agency having the authority to sell products under its name
- The company must hold relevant inventory certification for the stock
- Entry preparation
- Store application
- Store development
Tmall store types:
- Flagship store
Merchant is the brand (trademark) owner, or possesses exclusive authorization from the brand owner when opening their storefront on Tmall.com
- Authorized store
Merchant holds authorization documents from the brand owner to open a store on Tmall.com.
- Specialty store
Merchant sells products of two or more brands that belong to the same product category.
Authorized brands and retailers are present on Tmall through the creation of a real Flagship Store graphically customizable because it allows brands to successfully promote their identity and allows them to create a very accurate user experience.
JD.com e-commerce platform
JD.com(京东Jīngdōng) is a Chinese e-commerce company headquartered in Beijing. It is the second B2C online retailer in China after Alibaba’s Tmall. It is partly owned by Tencent, which has a 20% stake in the company.
International companies can open individual online stores on JD.com and brands are permitted to import food, beverages, apparel, and shoes from overseas. JD is well known for its supports in-house logistics service and its zero-tolerance policy for counterfeit products. In addition, JD.com is less expensive than TMALL.com but still rather expensive.
JD has become one of the largest retailers of many maternal and baby brands and sales of more than 50 mother and baby brands surpassed 100 million yuan ($14.1 million) in 2018.
By partnering with a diaper brand, JD, using online research and comment data analysis, has found that users often search for specific keywords like “diaper rash” and look for diapers that won’t damage baby’s skin.
Based on big data and consumer preferences, JD and the diaper brand subsequently developed a new diaper product for sensitive baby’s skin.
Requirements for international brands to operate an online JD store:
- Be an established non-Chinese company
- Trademark registration documents or licensing agreements
- Have a USD bank account
- Provide business registration documents, the ID of the major shareholders and directors.
- Chinese customer service must be provided and product details page should be written in Mandarin
- Products must be dispatched within 72 hours after order placement
- The process for product return center must be available in Mainland China.
JD store types:
- Brand flagship store
- Outlet-type flagship store
- Franchised store
- Exclusive store
Vipshop is one of the most important realities of Chinese e-commerce. Its primary business strategy is to partner with popular and well-known brands and sell their excess inventory to consumers throughout China at a significant discount from retail prices.
VIP.com covers wide product categories ranging from apparel, shoes & bags, cosmetics, maternal and child products, home goods, foods, and more.
By providing special offers and deep discounts on branded products, the Company has pioneered the online discount retail model in China and become the expert and leader trusted by its customers and brand partners alike.
Online retailers specialized in imported Mother & Baby products
Mia is an online retailer specializing in items for mothers and babies which also established its self-owned brands such as Mompick. Founded in 2011, Mia.com is committed to helping middle and high-income families access the best products for mothers and babies, such as diapers, infant formula, toys, and baby clothes from abroad.
Statistics from Mia.com platforms
Users from first-and second-tier cities are more willing to spend on:
- comfortable underwear
- intelligent home appliances
Users living in third-to fifth-tier cities are more willing to spend on:
- women’s apparel
- latex pillows
- juice extractors
- other homegrown products
Muyingzhijia is China’s independent online retailer of baby merchandise which offers over 10,000 products from well-known foreign brands, including Pampers and Pigeon.
Beibei was founded in 2014, Beibei is a similar maternal-infant e-commerce merchandise site that offers discounted sales in all kinds of products for infants and parents. Famous brands are on this platform like the Chinese brand Home baby and the US brands Huggies and Pampers.
Content-driven Social e-commerce platform focusing on the Mother & Baby industry
Xiaohongshu (Little Red Book) specialized in Mother and Baby care products
Little Red Book, also known as Xiaohongshu or RED, is a Chinese social e-commerce platform launched in June 2013. Currently, It has 85 million monthly active users.
Xiaohongshu is particularly special among all social media channels because it combined e-commerce function and because its users are a specific target market (86.1% users are females, 83.7% are under 35 years old and 62.5% live in 1st- and 2nd- tier cities).
- It is considered reliable by Chinese users for quality content
- It focuses heavily on building trust and reliability rewarding users for posting suggestions and advice to followers.
- KOLs and live streaming play a fundamental role in this platform
- On it, users can share content, review products, and buy items.
Why is Little red book useful for brands?
- Specific target
- Increase reputation
- Increase brand awareness and loyalty through quality content
- Engage new followers and consolidate existing ones
- Leverage sales through its e-commerce platform
Babytree is China’s largest online parenting site.
In 2018 Babytree reached a strategic cooperation agreement with Alibaba on e-commerce to further improve its consumer services for Chinese families. Its average monthly active users reached 156.3 million in the first half of 2019, an increase of 21.5%, compared to a year ago.
Another famous platform is Mama.cn which is very similar to Babytree.com.
Beyond Tmall or JD, it is also important to explore partnerships with targeted Mother & Baby product platforms such as Babytree, Mia.com, and Mama.cn because, in addition to being e-commerce platforms, they are also communities where mothers share information and seek recommendations.
Cross-border eCommerce platforms
Foreign businesses that do not wish to establish a physical presence in China can also choose to supply their products through cross-border e-commerce channels.
Through cross-border companies can sell their products directly to Chinese consumers by sending them from their country of origin.
With the cross-border e-commerce, foreign products can be sold in China without having to face the long and complex authorization procedure with the competent local authorities, which is mandatory for export and sale through traditional channels.
The platform offers an opportunity for international brands of cross-border service and directly sell products to Chinese consumers without being physically present in China.
JD Worldwide, the multilingual cross-border global sales platform similar to Tmall Global, allows merchants to sell directly to Chinese consumers despite not having a physical presence in China.
JD Worldwide operates as a large online shopping center that houses showcases of foreign brands and numerous national pavilions that collect the excellence of the various countries.
Kaola is an e-commerce company part of the NetEase group and provides online sales of various imported products via cross-border e-commerce. All products on the platform are managed and purchased directly from local suppliers through various factories around the world.
Kaola is also characterized by the fact to offer promotions including daily offers, member offers, special coupons, which attract many Chinese consumers looking for foreign products at lower prices.
VIP.com opened VIP International in 2014, which is dedicated to cross-border e-commerce. On VIP International, all products are sourced and bought directly from overseas.
How to market your mother and baby products in China?
With over 800 million internet users in China, 98% of whom connect online using a mobile device and 75% of digital purchases made on mobile devices, it is not surprising that international companies focus heavily on digital channels when enter the Chinese market.
However, a company’s offline presence is still crucial, especially in smaller cities, as parents sometimes still prefer to test children’s products and ask vendors questions.
For these reasons, companies are exploring an omnichannel approach when marketing products for mothers and babies in China.
How to create brand awareness?
Branding is the key to be successful in China because Chinese consumers do not trust new brands and products. When purchasing beauty products, Chinese consumers will look for product and brand information before making a purchase.
Most Chinese parents search for information and conduct their research online. It is therefore important to ensure a presence on online channels, creating content that makes the perception of the brand accessible and reliable.
They will mainly look for information on Baidu (the Chinese search engine), on social networks, and on e-commerce platforms.
Therefore, you should make sure that your online reputation is good and that you allow yourself to take advantage of a full market share and generate leads quickly, how? Following these steps:
- brand and products should appear on Baidu results
- you should create official accounts and be active on social media
- brand’s presence in forums, Q&A platforms
To get visibility on Baidu
In China, Google is banned and the main search engine is Baidu. On the Chinese search engine, Baidu, more than 100 million searches related to Mother & Baby products are conducted each month.
When a brand wants to enter the Chinese digital market, it encounters resistance due to the language barrier, culture and purchasing habits of Chinese consumers. The first problem encountered is brand awareness and search engine optimization techniques to be visible on the web.
SEO (Search engine optimization) and SEM (Search engine marketing) activities are necessary because they allow companies to improve their brand awareness and brand identity on the net.
To get visibility on Baidu you should follow some steps:
- Your website should be translated into Chinese because Baidu gives greater visibility to sites that are written in Mandarin Chinese. This helps your website receive more traffic.
- To ensure fast loading it must be hosted in China
- The website must also be adaptable to mobile phones
- Localized content marketing
- Through SEM techniques it is possible to sponsor sites with targeted campaigns. In this way, your brand’s site will get a better online reputation, an increase in visitors, and of course a higher market return.
GMA provides SEO/ SEM on Baidu to get more exposure. We start from auditing your websites, writing reviews, and press releases to get targeted visitors interested in your products.
To be present on Social Media channels
China is the largest social media market in the world, with people increasingly addicted to these platforms. They use them to look for a place to share their opinions, ask for product advice, and connect with others.
In China social media like Facebook, Whatsapp, and Twitter are banned, therefore brands hoping to win over the Chinese consumer are using WeChat, Weibo, and Xiaohongshu as marketing platforms.
Wechat (monthly active users 1.165 billion)
WeChat is the main Chinese social network. Born as a messaging platform, over the years it has introduced several innovative and advanced features that have made it more than a simple online chat. In addition to allowing product selection and e-commerce to be easily accessible, WeChat allows brands to establish a sense of intimacy with their users.
Today it allows users to:
- Create a circle of contacts and chats with them
- Post content or better “moments” on the bulletin board
- Stay informed about news in any area
- Make reservations (taxis, restaurants, flights and much more)
- Use WeChat Wallet to shop online, see their balance, transfer money to other contacts, pay via mobile
- Use QR codes to connect the digital world inside phones to real things, people, brands, and places.
It allows companies a complete CRM through:
- The ability to create Wechat official accounts (Subscription, Service)
- Interact with followers and keep them updated on brand news
- Mini-programs, small apps inside the WeChat system that cover various functions, such as e-commerce, games and much more.
- Wechat pay to pay everything with this app
- Wechat advertising (Wechat moment ads, wechat account promotion, wechat mini program ads, wechat article banner ads).
For example, Leyou, a popular Chinese baby care company, utilizes interesting and humorous blog articles offering knowledge and advice on taking care of babies, demonstrating how brands may utilize WeChat as an effective marketing platform for the mother and baby market.
In the same way, Johnson & Johnson’s campaign joins local health professionals to pay homage to the “silent angels” who are pediatric doctors.
Weibo (520 million monthly active users)
Weibo is the second most used social network in China. It can be considered as a mix of Facebook, Twitter and Instagram, presenting itself as a micro-blogging platform.
- Open personal accounts
- Follow accounts and be followed by other users
- Publish textual and visual content
- Stay updated on the latest news by following the so-called “hot topics”
- Watch live streaming
It also allows companies to create a verified brand profile and:
- Communicate to the masses, as it is a one-to-many platform
- Increase their brand awareness
- Convert users into customers
- Retaining those already acquired
- Collaborate with KOL to increase recommendation through word of mouth
- Weibo advertising (Display ads, search promotion, fans headline, fans tunnel)
Xiaohongshu (85 million monthly active users)
Little Red Book, or Xiaohongshu in Chinese, is a perfect mix between a social network and cross-border eCommerce. It is especially suitable for Fashion, Luxury & Lifestyle Brands.
In addition to creating networks of contacts and publishing content, it is in fact possible to directly purchase the products shown on the screen through the practical “link-to-buy”.
Opportunities for brands:
- Open an Oﬃcial Account to sell products cross border
- Easy interaction with customers because it is also a social media
- Logistics, customer service, and marketing support provided for brands account
- In-app advertisement
- To promote themselves on the App, brands can also collaborate with KOLs increasing the credibility and desirability of companies. In addition, they also have a strong power over brand awareness
- Cosmetics are the top industry utilizing KOLs on this platform
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 very functional to attract Chinese consumers as KOLs are more reliable.
With multiple brands trying to attract Chinese consumers, Chinese parents are more selective about which brands they choose, and heavily rely on word-of-mouth recommendations from friends and KOLs.
Aside from celebrity influencers as KOLs (Key Opinion Leaders), brands can also consider working in partnerships with experts such as nutritionists and educators.
For example, Nicomama (年糕妈妈) has over 16 million followers in total across various online platforms, with 2 million followers on Weibo.
Q&A platform Zhihu (Monthly active users 34 million)
Baby related questions have gained attention on the Chines platform Zhihu. Community members have written extensive articles on certain popular topics, such as baby formula and diapers.
Zhihu is a Chinese question-and-answer site like Quora. On Zhihu, questions are created, answered, edited and organized by its users. In Classical Chinese, “Zhihu” means “Do you know.”
Thanks to additional functions developed by Zhihu, users can also:
- Write articles
- Participate in discussions
- Read e-magazines containing the best answers related to certain industries
- Give an online presentation about a specific topic
- Interact with an audience in real-time
Companies can develop:
- Q&A Campaigns (Answering questions, brands can establish a relationship with users and build their reputation this way. It allows them to promote themselves and introduce their products)
- KOL Endorsements to enhance a brand’s image and reputation (brands can invite experts or key opinion leaders to answer questions for them. Answering questions on Zhihu allows them to showcase their expertise and connect with both industry experts and general users)
- Zhihu Live (it allows brands to conduct online presentations on specific topics. Brands can have opportunities to provide in-depth knowledge and communicate with users in a more direct way)
- In-Depth Articles (Brands can publish long-form content to gain credibility in their industry which is highly valued by people in that industry).
Mother and baby market in China: a great opportunity for foreign brands
The presence on social media and e-commerce proves to be an effective entry for foreign brands that want to enter the Chinese market.
In addition, as Chinese consumers are highly sensitive to the perceived safety of foreign brands, foreign brands should take advantage of the gap in this sector as the demand for mother and baby items continues to increase.
Do you want to know more about how to use Chinese e-commerce platforms to boost sales? Contact GMA a digital marketing agency, specialized in the Chinese digital market.