How many merchants of baby products are there on Tmall? The most popular data on the entire network revealed
In recent years, as the maternal and infant market continues to heat up, Tmall, as the leading domestic e-commerce platform, has attracted a large number of infant and child product merchants to settle in. This article will combine the hot topics and structured data in the past 10 days on the entire network to analyze the merchant scale and industry trends of Tmall baby products.
1. Statistics on the number of baby and child products merchants on Tmall
According to public data and third-party platform monitoring, as of 2023, the number of merchants in Tmall's baby products category has shown a steady growth trend. The following is the distribution of merchants by subcategory:
| Category | Number of merchants (approximately) | Proportion |
|---|---|---|
| baby clothes | 12,000 | 35% |
| Milk powder food supplement | 8,500 | 25% |
| Educational toys | 6,200 | 18% |
| toiletries | 4,800 | 14% |
| Others (carts, bedding, etc.) | 2,500 | 8% |
2. Hot topics in the maternal and infant industry in the past 10 days
Combining Baidu Index, Weibo hot searches and industry reports, recent hot topics in the maternal and infant field are mainly concentrated in the following directions:
1.“The Rise of Domestic Baby and Child Brands”: Sales of domestic milk powder, diapers and other categories increased by 40% year-on-year, and consumers' trust in local brands has increased significantly.
2.“The explosion of smart maternal and infant products”: The search volume for products such as baby bottles with AI monitoring functions and smart body temperature patches increased by 65% month-on-month.
3."Sustainable parenting": Children's clothing made of environmentally friendly materials and reusable diapers have become the new favorites of young parents.
3. Analysis of operating characteristics of Tmall baby merchants
Through research on leading merchants, we found the following common characteristics:
| Operation strategy | Coverage | Typical cases |
|---|---|---|
| Live delivery | 78% | A brand’s single live broadcast sales exceeded 10 million |
| Membership system | 62% | Merchants with a 95% repurchase rate are equipped with membership points |
| Cross-border joint branding | 45% | Well-known IP co-branded children’s clothing sales triple |
4. Consumer Behavior Data Insights
The latest data from Tmall shows that the decision-making factors of consumers of baby and child products have changed significantly:
-reduced price sensitivity: 70% of users are willing to pay a premium of more than 20% for high-quality products.
-Search keyword changes: The search volume for safety-related words such as "no fluorescent agent" and "zero formaldehyde" increased by 120%.
-Concentrated buying period: The order volume between 8 and 10 pm accounts for 45% of the whole day, which is highly related to the parenting schedule.
5. Forecast of future trends in the industry
Based on current data, it is expected that the Tmall infant and child market will present three major trends in 2024:
1.Specialized segmentation intensifies: The number of merchants in subcategories such as food for children with allergies and early education toys may increase by 50%.
2.Offline integration acceleration: 32% of merchants have simultaneously deployed offline experience stores.
3.Tighter supervision: The quality inspection report will become the basic threshold for merchants to enter, and it is expected that 15% of non-compliant stores will be eliminated.
To sum up, there are about 34,000 baby and child product merchants on Tmall, and the market is still on the rise. Merchants need to keep up with the demand for consumption upgrades in order to stand out from the competition.
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