Babycare’s Secret Formula to Increase Sales and Market Share within A Year
"One who wins a mother’s trust, will win the entire world!"
Their secret to growth in overseas markets?
“Channels and branding strategies are extremely critical to our global market,” said Zhang Yan, Overseas Channel Manager of Babycare. “Since its foundation in 2014, Babycare has always adhered to its philosophy of adopting global designs and using raw materials to become an emerging brand in the new consumption and new mother & baby product fields.”
In 2020, Babycare has improved on its new product lineup, improved supply chain, and the popularity of cross-border transactions amid the pandemic, the brand accelerated its expansion into overseas markets, officially foraying into the global market.
“Traditional retail and sourcing channels are very limited due to the pandemic prevention measures in overseas markets. It was important for us to reach out to more consumers and to turn them on to online shopping to provide a good opportunity for us to expand our presence in overseas markets.” Zhang said and the brand started to look for a fast track for their tap into the global market.
That’s when Babycare decided to work with Lazada in 2020 to woo more market users and cover more consumption scenarios. Lazada has been developing its business in Southeast Asia for many years. Its e-commerce service system and online marketing channels are very mature, which can help Babycare efficiently expand presence in overseas markets, reduce costs, improve efficiency, and gain competitive edges in differentiated markets.
“Babycare and Lazada are bound to achieve outstanding performance through collaboration. Our brand’s vision is to become the No. 1 mother and baby product brand in the world. With Lazada’s help, we should lose no time in expanding, quickening, and deepening their business deployment in various channels,” Zhang notes.
With a great number of newborns, increasing rigid demands, and a big potential in e-commerce, Southeast Asia became Babycare’s first targeted market in the post-pandemic era in 2020. Southeast Asia is undoubtedly a popular market in terms of population growth with the proportion of children among total population, and growth rate of demands for mother and baby products.
The region has the biggest number of newborns in Asia and the number keeps growing in recent years. Propped up by external factors, Babycare officially started its foray into the Southeast Asian market via Lazada. Its sales and market share in both Malaysia and the Philippines soared within one year, marking a rapid breakthrough in the markets.
Babycare also chose safety as its core selling point when it was founded. After expanding its business to more than 300 sub-categories as fueled by market demands, how to adhere to consumers’ original aspirations in vertical segments and cater to global consumers’ demands under different scenarios has become a major consideration for Babycare to consolidate its strength.
During this year’s Mother’s Day, Babycare shot a video from the perspectives of a mother and her child, respectively, based on a true story of one of its users, recording the growth of the child accompanied by his mother. It also called on public place operators to set up baby care rooms from the perspective of a milk saving mother, with a focus on the functional and emotional demands of new-generation mothers.
Babycare is not only a representative of the new consumption brands which have forayed into overseas markets, but also an epitome of the thousands of emerging mother and baby product brands. We are happy to see that during the Double 11 and Double 12 shopping festivals in recent years, Lazada’s mother and baby product sellers successively gained their competitive edges in supply chains, brands, and the service end, consolidating China’s position in Southeast Asia and even the entire world.
“Staying true is the best expression,” said Zhang. “Customers know when the company shifts its focus to profiteering rather than putting good effort in their services and goals.”