“Never let our children have barely enough resources even though we live a poor life” is not merely words, as parents of the younger generation begin to invest in mother and baby products without cost from the preparation of pregnancy. The pandemic has influenced the original structure of the global mother-to-child market. Due to its inherent distinctiveness, i.e. the main buyers and users of the products are sensitive population with vulnerable physique and the mother-to-child industry therefore has witnessed an obvious acceleration of consumers moving online. The behavior of “less going out and more stocking up” further contributes to the continuous expansion of e-commerce channels.

South-East Asia, with a large population base and a high fertility rate, has become a must for merchants of mother and baby products. There are 2.49 births per woman in the Philippines, 2.27 in Indonesia, 2.05 in Vietnam and 1.97 in Malay, according to a survey on the number of births per woman in South-East Asia by Statista in 2020. This means that on average, two or more children are raised by each couple, and that the long period of the final upbringing from pregnancy to childbirth entails a strong demand for mother and baby products.

The market demand for mother and baby products in face of the lucrative chance has achieved multiple explosions and steady growth under the background of repeated epidemics in recent year. In 2021, the GMV of Lazada’s mother and baby products category on the day of Bday promotion was increased by 32.01 %. A wave of brands has also successfully swarmed into the fast lane of the mother-to-child market in Southeast Asia with the help of Lazada. The exporting strategy of subdividing the market and establishing the overseas image of the brands is the common way for these brands to realize the joint income generation in overseas markets.

In the general atmosphere of virus spread, 59S upholds the philosophy of building a healthy and safe growth environment for children, and launches a series of differentiated disinfection products with “safety” as the starting point, which brings the concept of health disinfection to Southeast Asia and opens up a new market for health disinfection. 59S, grasping the lucrative chance, has seen unstoppable situation after entering the Lazada Philippine site in April last year. In June, it took the opportunity of the year-end promotion to break through the sales of millions of RMB. As Southeast Asia has seen worsened pandemic, on March this year, 59S continued to take steps, with its GMV increasing by 317.9 % month-on-month.

“In special times, consumers tend to be more cautious in choosing health-related products, let alone mother and baby groups,” said the responsible person of 59S. Branding operation is the only way for cross-border merchants to eliminate consumer confidence barriers and cover broader markets. 59S lays emphasis on building brand image, establishing platform endorsement by entering LazMall, so as to allow its brand images to be deeply rooted in the hearts of Southeast Asian consumers and become TOP merchants on the Philippine site.

Babycare also targeted the core starting point of “safety” at the start of the brand. As Southeast Asian consumers’ recognition of Chinese brands continues to improve. How to communicate product quality, safety, functionality, and brand philosophy efficiently is essential to building brand trust and loyalty. Both 59S and Babycare have entered LazaMall, the largest online brand mall in Southeast Asia, to solve the problem of product trust by platform endorsement. LazMall has now helped countless cross-border merchants to achieve branding overseas and provides the best assistance for them to expand their brand reputation. A strong image of 100% genuine products and entry threshold can help consumers quickly establish brand awareness and eliminate trust barriers.

Parents’ demand for high-quality mother-to-child consumer goods is increasing with the general improvement in residents’ per capita income and living standards in Southeast Asia, and the consumption of mother-to-child products is escalating. According to a survey on ASEAN middle-income consumers by HKTDC, most consumers in Southeast Asian metropolises such as Jakarta, Kuala Lumpur and Bangkok are willing to spend more money on better products. At the meantime, they tend to spend more in big promotion with commodity price cutting.

Babycare and 59S have focused on product design and development, supply chain side, sales mode and other aspects rather than on the sinking market with low average price per customer to help consumers create new consumption demand, build the differentiated competitive advantage of new consumer brand, further forming the sustainable development of brand.

In order to lower the price sensitivity of Southeast Asian consumers, Babycare has engaged in a variety of Lazada promotions, such as multiple discounts, coupons and exemption from postage, allowing price-sensitive consumers to perceive and receive price cuts and quality services without postage, as a result of which it achieved a breakthrough in sales. Zhang Yan, responsible person of cross-border channels of Babycare, said that Babycare will actively participate in various activities and continue to explore new sales mode in the following June 6th promotion and other promotions.

“We are confident that mother and baby products have much room for growth in the Southeast Asian market. First of all, the FMCG attribute of mother and baby products can ensure the frequency of consumer demand and repurchase. Secondly, the backend distribution system of small and medium-sized goods is more flexible. Relying on the one-stop supply chain service of Lazada’s central warehouse and overseas warehouse, it can make up for the shortcomings of slow logistics and high costs for cross-border merchants, which offers cross-border brand with opportunities for rapid growth and overtaking,” said Zhang Yan.

In the era of personalized consumption, the new generation of young parents will add their own aesthetics for parent-child products, who also believe that the growth of children needs the influence and accompany of aesthetics. Babycare and 59S utilize minimalist but not simple design along with soft color to create a warm, comfortable, safe atmosphere, successfully boosting the overall brand image, with an international brand momentum etched in the hearts of consumers and consumer willingness raised, further attracting countless Southeast Asian consumers.

It is critical to have a full understanding of the changes in consumers, constantly adjust strategies to cater for the market demand, and make up for their own shortcomings with the empowerment of the platform for many outstanding mother-to-child brands to maintain durable. Lazada, as the first choice for brands to march on Southeast Asia, has established a full-link business service system to offer assistance to numerous small and medium-sized merchants and brand merchants with the technology, logistics and flow empowerment, further helping merchants reduce costs to develop business overseas. If you are engaged in the mother and baby products category, please use DingTalk scan the QR code below to join the Lazada’s mother-to-baby merchant investment group (entry with the company name + main category), Lazada will help you to climb the peak of booming sales!