Core Viewpoint - The article highlights the resilience of the baby skincare market in China, which is experiencing significant growth despite a declining birth rate and overall slowdown in the fast-moving consumer goods (FMCG) sector. The market is driven by three main factors: awakening consumer power in lower-tier cities, increasing demand for refined and scenario-based products, and the integration of multi-channel sales strategies [1][3][14]. Group 1: Market Trends - In 2024, China's birth population is reported at 954,000, showing a slight recovery but remaining low, contributing to a slowdown in the overall mother and baby FMCG market [1]. - The baby skincare segment has shown a robust annual spending growth of 26% per hundred households, indicating a strong market demand for innovative products [1][3]. - Lower-tier cities are emerging as key growth engines for the baby FMCG market, with spending growth in these areas significantly outpacing that of first-tier cities, with a growth index of 157 [3][10]. Group 2: Consumer Behavior - New parents in lower-tier cities are increasingly prioritizing product safety, reputation, and brand strength over low prices, reflecting a shift in consumer behavior and expectations [3][4]. - The demand for refined baby skincare products is rising, with categories such as children's sunscreen and lip balm experiencing sales growth of 28%, indicating a trend towards more specialized and high-quality products [6][7]. Group 3: Channel Diversification - The FMCG market is witnessing a trend towards channel diversification, with young families purchasing through more channels than the overall market average, necessitating a multi-channel approach for manufacturers [10]. - Despite a contraction in overall sales at mother and baby stores, the baby skincare segment has achieved growth, particularly in lower-tier cities, with a sales growth index of 137 [10][11]. - Manufacturers are encouraged to explore new high-experience channels and leverage local life platforms to capture immediate retail opportunities and expand market reach [11][14].