Market Overview - The Chinese baby and child personal care market is expanding steadily at a rate higher than the overall maternal and infant market, driven by the scientific parenting needs of young parents, transitioning from basic functionality to scenario-based and personalized products [1][17]. - The market size is projected to reach 36.5 billion yuan in 2024, with a year-on-year growth of 8.3%, and is expected to approach 40 billion yuan by 2025, maintaining an average annual growth rate of 6.8% from 2025 to 2028 [1][17]. Consumer Demographics and Behavior - The primary consumers are parents born in the 1990s and 2000s, with over 90% being from the 90s generation and nearly 60% from the 00s generation, and more than 40% holding a bachelor's degree or higher [2][29]. - Consumers prioritize ingredient safety (61%), reasonable pricing (42%), and user reputation (37%), with distinct needs based on age groups: 0-3 years focus on safety and emotional needs, 3-6 years emphasize autonomy and fun experiences, 6-12 years seek professional personal care, and those over 12 focus on special needs during adolescence [2][31]. Market Structure and Trends - The bathing category holds the largest market share at 44%, followed by basic care (19.4%) and feeding tools (18.9%). Although special care and oral hygiene categories have lower shares, they are growing significantly, becoming new growth points in the market [1][22][19]. - The market is experiencing challenges with product homogeneity, as many brands focus on basic labels like "no additives" and "gentle," making it difficult to establish brand differentiation [2][30]. New Customer Insights - New customers are primarily parents under 25 years old from second-tier cities or below, with a high reliance on digital channels such as short videos and live streaming platforms [3]. - The decision-making process is characterized by a dual focus on "professionalism and experience," with brand awareness concentrated during pregnancy and early infancy, and a limited number of brands considered for purchase [3][29]. Growth Opportunities and Marketing Strategies - Opportunities for growth include the expansion of scenario-based demands driven by refined parenting, and digital channels facilitating precise targeting of new customer groups [3]. - Marketing strategies should focus on leveraging maternal and infant vertical platforms for targeted traffic, innovating products based on age and stage, and utilizing multi-channel strategies to reduce customer acquisition costs [3].