母婴用品出海新机遇：广交会揭示跨境电商增长潜力
第134届广交会第三期展览聚焦玩具及孕婴童、时尚、家用纺织品等五大板块21个展区。其中，玩具及孕婴童板块展览面积达5.4万平方米，汇聚1381家参展企业。
The 134th Canton Fair Phase III exhibition focused on five major sectors including toys and maternal & child products, fashion, home textiles, etc., covering 21 exhibition areas. The toys and maternal & child products sector occupied 54,000 square meters with 1,381 participating companies.
中国母婴行业正经历从"中国制造"到"中国智造"的转型。凯度报告显示，70%以上消费者表示将增加或保持婴儿产品支出，显示巨大市场潜力。
China's maternal and child industry is transitioning from "Made in China" to "Created in China". A Kantar report shows that over 70% of consumers plan to increase or maintain spending on baby products, indicating huge market potential.
质量合规是出海首要条件
Quality Compliance as Primary Requirement
中国轻工工艺品进出口商会副会长李文峰强调："婴童产品质量安全是行业焦点。各国标准不断提高，中国企业已在全球供应链中占据重要地位。"
Li Wenfeng, Vice President of China Chamber of Commerce for Import & Export of Light Industrial Products & Arts-Crafts, emphasized: "Quality and safety of children's products are industry priorities. With rising global standards, Chinese companies have secured important positions in the global supply chain."
华测检测专家指出，欧盟和美国近期法规变化提高了产品安全要求，特别是针对母婴产品的化学物质限制和标签规范。
Experts from CTI Testing noted that recent regulatory changes in EU and US markets have raised product safety requirements, especially regarding chemical restrictions and labeling standards for maternal and child products.
跨境电商成增长新引擎
Cross-border E-commerce as New Growth Engine
海关数据显示，2023年上半年跨境电商进出口达1.1万亿元，同比增长16%。其中出口增长19.9%，展现强劲发展势头。
Customs statistics show that in the first half of 2023, cross-border e-commerce import and export reached 1.1 trillion yuan, a 16% year-on-year increase. Exports grew by 19.9%, demonstrating strong development momentum.
亚马逊总监龚通波表示："7分靠选品，3分靠运营。母婴企业需要制定完整的跨境解决方案，从选品、合规到物流和营销。"
Amazon Director Gong Tongbo stated: "70% depends on product selection, 30% on operation. Maternal and child enterprises need comprehensive cross-border solutions covering product selection, compliance, logistics, and marketing."
以消费者需求为核心的营销策略
Consumer-Centric Marketing Strategies
《中国母婴品牌出海研究》显示，线上渠道成为玩具、书籍等产品的主要购买途径，而食品、日用品仍以线下为主。企业需根据渠道特点制定差异化策略。
The "China Maternal and Child Brands Going Global Study" reveals that online channels have become the main purchase route for toys and books, while food and daily necessities remain offline-dominated. Enterprises need differentiated strategies based on channel characteristics.
深圳新益瑞董事长王劲松分享："我们调整了产品策略，推出高性价比婴儿手推车系列，满足不同市场需求。未来将加强全链条创新，包括产品、品牌和服务。"
Wang Jinsong, Chairman of Shenzhen Xinyirui, shared: "We adjusted our product strategy by introducing cost-effective baby stroller series to meet diverse market needs. We will enhance innovation across the entire chain including products, brands and services."
