How to Sell Baby Food in China?

Ever thought about introducing your baby food brand in China? There’s no better time than now. Chinese parents are on the hunt for top-notch, nutritious options for their little ones. But, diving into this market isn’t just about having a tasty recipe. There are cultural quirks to consider, some red tape to navigate, and unique marketing tactics to master.

Dive into our article to get the scoop on making it big in China baby food market. Ready to shake up the shelves? Let’s get started.

China’s Infant Food Industry Shows Positive Progress

On average, Chinese parents spend more money to feed their children compared to Western parents because prices are higher for both powder milk and fresh milk. These higher prices can be explained by the vast demand that puts some pressure on the market since homeland producers don’t have the capacity to satisfy the demand. Moreover, they think that buying infant formula is better than milk.

As you can see above, the volume for the baby food sector is expected to amount to 8,805.3mkg by 2027. While baby formula dominates the market, now Chinese parents are in high demand for organic baby food, wanting to give the best for their children.

What is driving the demand for foreign baby food products in China?

Here’s what’s feeding the nation’s youngest appetites:

Demographic Changes Fueling Demand

China’s demographic landscape has witnessed pivotal changes in recent years. The relaxation from the one-child to a three-child policy has inevitably led to an uptick in the number of new mouths to feed. With each new birth, there’s a potential customer eagerly waiting for the right nourishment, boosting the demand for baby food across the country.

The Rise of Dual-Income Households

As the modern Chinese family structure evolves, dual-income households are becoming the norm. With both parents often working, there’s a pressing need for feeding solutions that are both quick and nutritious. Baby foods fit this bill perfectly, offering convenience without compromising on the health factor.

Chinese Millennials and Their Global Outlook

The millennial generation in China is a force to reckon with. Having grown up during China’s rapid modernization and having greater exposure to global trends, they possess a unique blend of traditional values and contemporary perspectives. As they become parents, they are driving demand by seeking the best from both worlds: locally trusted ingredients and globally recognized quality standards.

Organic Baby Food: The New Gold Standard

With increased awareness of the benefits of organic farming and the potential harms of pesticides and artificial additives, there’s a burgeoning demand for organic baby food. For the discerning Chinese parent, particularly the informed millennial, ‘organic’ isn’t just a label; it’s a stamp of premium quality and a testament to the food’s purity.

This inclination towards organic offerings is reshaping China baby food industry, compelling brands to prioritize clean, transparent sourcing and production practices.

Chinese consumers’ preference for foreign brands

Like many other products, Chinese people are more likely to choose foreign powdered milk formulas rather than domestic ones. Actually, the majority of milk in China is imported but most cereals, meals, and other products are produced locally.

Compared to 2010, imports were multiplied by 4 reaching 225 tons. Indeed, they have the budget for that and are willing to pay higher prices because first, they want the best for their children, and second, they earn more money, especially the middle class.

exporting food to china: What country do Chinese citizens trust when it comes to imported food

How Should You Promote Your Baby Food Products?

To truly shine in China’s competitive baby food market, brands must blend detailed local knowledge with tailored strategies at each stage of the consumer journey. So let’s see what would be the best approach to enter the country’s baby food market:

Choose a specific segment of the market

If you want to extend your brand to China or develop a new one, your success will depend on your marketing strategy. Indeed, as we mentioned earlier baby food market is vast and there are subcategories. Consequently, it is better to target a specific category (for example the trending organic food) and to adapt your strategy.

We can provide you with a good analysis of the market from the location to the way you should do your business and choose the accurate distribution channels.

Build a strong image

Your brand needs to be a reference in Chinese people’s minds. Because they are more and more demanding it is better if you qualify your brand as a premium or super premium brand. You should remember that in China good quality means high prices. It has to be a part of your strategy.

Craft a brand narrative that aligns with Chinese family values and nutritional aspirations. Consider collaborating with local designers to create packaging that resonates in color and design while clearly listing health benefits and organic features.

Make people choose your brand

Even if parents have a comfortable income that permits them to pay high prices in order to have the best products, they will be happy to have a discount on the product. This is a way to make them get used to your brand. You should keep in mind that the competition is fierce, so you need to make a difference in order to attract them. Therefore they will make a good promotion for you and talk about your brand in a positive way to their friends and family.

Create a Chinese mobile-friendly website, optimized for Baidu SEO

When it comes to building an online presence, first and foremost, establish a Chinese domain tailored to the local market in China. Use clear, high-quality images of your products and incorporate Mandarin translations for all content. Since Chinese consumers often look for product origin and safety certifications, highlight these aspects prominently.

Go beyond basic SEO. Consider collaborating with a local agency familiar with Baidu’s unique algorithms. Using tools like Baidu Webmaster can also provide insights into search trends and enable better keyword targeting for the Chinese audience.

Social Media Engagement

WeChat and Weibo are essential for any brand’s digital strategy in China, offering platforms for both content dissemination and customer engagement. Meanwhile, Douyin (the Chinese counterpart of TikTok) is a must for video content and reaching younger demographics. Don’t overlook Xiaohongshu (Red), a platform combining social media and e-commerce, perfect for showcasing genuine user reviews and organic endorsements.

Forums and Parenting Websites

Engage actively on popular platforms like BabyTree or Qinbaobao, where parents frequently discuss and recommend products. Hosting webinars or Q&A sessions can also establish your brand as a knowledgeable and trustworthy figure in the baby food sector.

Parenting Influencers

Identify and partner with influencers who are genuine advocates for child nutrition. These collaborations, especially on platforms like WeChat and Xiaohongshu, can significantly enhance brand credibility due to the trust these influencers command among their followers.

Mom with her daughter on Xiaohongshu platform

Where to Sell Baby Food in China?

China’s online shopping scene is massive and offers immense potential for brands willing to tap into it. To truly thrive, it’s crucial to understand the nuances of this market. Here’s a simplified guide to mastering e-commerce sales in China, highlighting essential areas to focus on:

The best e-commerce platforms for your baby food brand

China’s online shopping scene is big and bustling, especially for baby food. Here’s a quick rundown of the top places to sell:

  • Tmall: Think of it as a high-end mall where top brands show off their stuff.
  • It’s super popular because people trust what they buy there, especially for baby items.
  • Taobao: A massive online marketplace with something for everyone.
  • Pinduoduo: Here, people group together to buy things at better prices.
  • Xiaohongshu (or “Red”): A cool mix of shopping and social media where people share and shop based on real reviews.

These are the go-to spots for selling baby food online in China. If you’re aiming to make a splash, these platforms are where you’ll want to dive in!

Use Analytics Smartly

E-commerce platforms provide powerful tools to understand your shoppers. Check out the numbers – from which products get clicked on most, to items left in carts, and what customers are saying in their reviews. This feedback is gold. Use it to adjust your stock, plan promotions, or even tweak your products.

Jump on Sales Events

Chinese e-commerce has some big sales events. Don’t miss out. Offer special deals or bundles during popular times like Singles Day (11.11) or JD’s big June sale. These events can boost your sales majorly.

Top-Notch Customer Service

Fast and helpful service is a big win with Chinese shoppers. Make sure you’ve got team members who speak Mandarin ready to chat and help online. After a purchase, keep the connection going. Ask for reviews, suggest loyalty perks, or offer deals for friends they refer.

By focusing on these key areas, you’ll be better positioned to make a mark in China’s bustling online shopping world.

baby formaul baby care market china

Need Expert Guidance on Entering China’s Baby Food Market?

After diving deep into the insights on selling baby food in China, it’s clear that while the opportunities are vast, the complexities can be daunting. At Gentlemen Marketing Agency, we’re here to simplify that journey for you.

Here’s what we bring to the table:

  • Deep Market Understanding: Our extensive experience equips us to decode China’s consumer behaviors, especially within the baby food arena.
  • Platform Expertise: From Tmall to Xiaohongshu, our specialists optimize your presence, ensuring your products shine and resonate with consumers.
  • Branding Brilliance: Our team crafts a brand narrative that emphasizes your product’s unique selling points, quality, and trustworthiness, catering to Chinese preferences.
  • Digital Marketing Mastery: Whether it’s high-impact campaigns on WeChat or SEO strategies for Baidu, we ensure your brand stands out in China’s vast digital landscape.
  • Influencer Collaborations: We harness the power of China’s unique KOL ecosystem, aligning your brand with influential voices that amplify your message authentically.
  • On-ground Support: Beyond digital, our services extend to distributor partnerships, trade fair appearances, and media engagement.
  • Feedback and Adaptation: Continuous market monitoring and insights-driven strategies ensure your brand’s sustained success.
GMA services

Venture into China’s baby food market forward confidently with Gentlemen Marketing Agency. Contact us today to carve out your success story in China!


  • Hello Olivier Verot, we are working on this topic as students, would love to learn more about your white book.
    Let me know if this is possible.

    Thanks you again for this article !


  • Hello, we are producing baby formula from Latin America, how to start selling in china?

    • Hello Pepe,
      We know how to do. We have a white book explaining the whole process, I will send it to you , and if you need we can have a call to explain to you the details of the solution. 🙂

  • Hi ,
    We are searching for Baby food products to resell in China, center, with good reputation in China.
    We are Chongqing General Trading Group; one of the largest firm in China for retail.
    contact us

    • Hi Zhong, are you still looking for a baby food product ?

      We are a Organic premium baby food company from Australia.

    • María Au

      I work for a Chilean company that produces innovative products for babies and moms in the food category
      I`d like to contact you to explore business opportunities.

    • Mister Zhong I already added you to our database of Chinese distributors. Thank you

  • I would like to sell South African baby food and formula to China

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