Core Insights - The Chinese baby and child care market is undergoing a structural upgrade driven by the Z generation parents, the deepening of scientific parenting concepts, and the improvement of cross-border e-commerce infrastructure [1] - Tmall International is leading the cross-border consumption trend and has collaborated with iResearch to release the "2025 China Baby and Child Care Trends White Paper," marking a shift from "single product-driven" to "systematic insight + ecological co-construction" [1][3] Trend Analysis - **Trend 1: Personalized Age-Specific Care** The market is shifting towards age-specific products due to significant differences in skin structure and care needs among infants, children, and teenagers. Products for infants focus on basic cleaning and barrier protection, while those for older children and teenagers require more complex solutions [4] - **Trend 2: Rise of Efficacy Skincare** As Z generation parents become more knowledgeable, basic cleaning products are losing competitiveness. Brands are focusing on efficacy attributes, with international brands developing targeted solutions for specific skin issues and utilizing active ingredients to enhance consumer trust [5] - **Trend 3: Localization of International Brands** International baby care brands are increasingly localizing their operations in China, utilizing local influencers and content platforms to connect with consumers. This includes collaborations with local research institutions to adapt products to meet local needs [6] Market Dynamics - The domestic baby and child care market is still in its growth phase, presenting vast exploration opportunities. International brands are confident in the market's potential and are developing differentiated strategies [7] Brand Case Studies - **Masata** This Singaporean brand focuses on age-specific and simplified skincare solutions, addressing the unique needs of Asian families. Their product line covers all growth stages from infancy to adolescence, filling a gap in the market [8][12] - **Bebelin** As a pioneer in the B5 panthenol skincare segment, Bebelin emphasizes scientific validation and has a long history of research in skin health, catering to the new generation of informed parents [13] - **Bübchen** This German brand combines local insights with German research to create products tailored to Chinese babies' scalp characteristics, reflecting a dual approach to market entry [14]