近日，博德妈妈亲亲再出圈又一次登上China Daily，并获得大篇幅报道。随着95后一代升级为父母，中国本土母婴洗护用品品牌迎来翻天覆地的变化，其中高端母婴洗护品牌博德妈妈亲亲稳步增长收获大批好评，以下为全部报道。

With millennials now becoming parents, China's maternal and child market is embracing consumption upgrades, and a subcategory－the mother and child personal care sector－is rapidly growing to scale. 随着95后一代升级为父母，中国母婴市场迎来消费升级，母婴个人护理行业正在迅速扩大规模。

Mother and infant personal care products include face washes, face creams, sunscreens, body washes, shampoos, haircare essential oils and other products specially designed for mothers and babies. 母婴个人护理产品包括洗面奶、面霜、防晒霜、沐浴露、洗发水、护发精油和其他专为母婴设计的产品。

Thanks to the development of e-commerce and category innovation, China's maternal and infant personal care market has been growing steadily in recent years. 近年来，由于电子商务的发展和品类创新，中国母婴个人护理市场稳步增长。

"Due to increasing requirements of parents regarding safety and functionality of maternal and infant toiletries, related product categories have been continuously enriched. At the same time, thanks to incremental demand brought by the outbreak of online traffic, as well as the rise of per-customer transactions under the consumption upgrade background, the sector is likely to constantly expand," said a report from marketing service firm Shanghai Ourui Supply Chain Management Co Ltd. 上海欧瑞供应链管理有限公司（有限公司）的一份营销报告显示：“由于家长对母婴洗护用品的安全性和功能性的要求越来越高，相关产品类别也不断丰富。同时，由于在线流量的爆发带来的需求增加，以及消费升级背景下客户交易量的增加，该行业可能会不断扩大。”

According to Shanghai Ourui, by 2025, China's mother and infant personal care sector is expected to reach 50 billion yuan ($7.5 billion), and the sector's compound annual growth rate between 2021 and 2025 will be around 11.1 percent. 上海欧瑞公司数据显示：到2025年中国母婴个人护理行业预计达到500亿元人民币（合75亿美元），2021-2025年间，该行业的复合年增长率将达到11.1%左右。

In 2020, the country's maternal and infant toiletries market totaled 28.4 billion yuan, up 10 percent year-on-year. Between 2016 and 2020, the market had been growing at a compound annual growth rate of 13.6 percent, said the report. 2020年，全国母婴化妆品市场总额284亿元，同比增长10%。报告称，2016年至2020年间，市场以13.6%的复合年增长率增长。

Liu Zijing, a mom with a nine-year-old girl in Beijing, said that she spends 400-500 yuan on average for her child's own personal care products every month. 北京一位9岁女孩的母亲刘子静（音译）表示，她每月平均花400-500元给孩子购买个人护理产品。

"She has her children-exclusive shampoo and body wash. Recently, she asked me to buy her face wash. And she is typically fond of the scent of the toiletries. Apple and strawberry aromas are her favorite. She said that using these children-exclusive personal care products makes her feel like a little princess," Liu said. 刘子静（音译）说：“ 宝宝有她专用的洗发水和沐浴露。最近，她让我给她买洗面奶。苹果和草莓的香味是她最喜欢的化妆品香味，使用这些孩子专用的个人护理产品让宝宝感觉自己像个小公主。”

Visitors check out Burdock Biotechnology's baby products at the company's booth at a maternal and child product expo held in Hangzhou, Zhejiang province, in March. [Photo/China Daily] 2022年3月，在浙江省杭州市举办的母婴产品博览会上，参观者正在查看博德生物集团出品的婴儿产品。[图片/中国日报]

Analysis from Tmall Innovation Center showed that with consumption upgrades, mother and child toiletries with natural ingredients satisfy personalized needs, and are proving to be increasingly popular among consumers. Young moms and dads care more about the function of toiletries. In addition to the basic functions, products featuring soothing and moisturizing effects, silicone-free ingredients and tear-free functionality are more welcome. 天猫创新中心的分析表明，随着消费升级，含有天然成分的母婴洗漱用品满足了个性化需求，并越来越受消费者欢迎。年轻父母更关心洗漱用品的功能，除了基本功能外，具有舒缓、保湿效果、无硅油和无泪的产品更受欢迎。

Burdock Biotechnology Co Ltd, a homegrown company specializing in herbal-based mother and child personal care products, saw sales grow 30 percent year-on-year in April. Its burdock-based, non-additive baby skin cream received significant favorable feedback on lifestyle platform Xiaohongshu. 博德生物集团是一家生产母婴洗护产品的本土公司。今年4月，该公司的销售额同比增长30%，其主打产品宝宝五倍肤乐霜在社交平台小红书上获得了显著的好评。

Chen Qiang, president of the company, said: "With consumption upgrade, parents are pursuing high-quality, attractive infant and child toiletries with natural, standardized ingredients. Furthermore, with the rise of the guochao trend or the Chinese cultural tide, homegrown brands are gaining acceptance among consumers, especially among young moms, giving us more opportunities to develop our business. Plus, with the help of social networks and e-commerce platforms, there are vast opportunities." 公司董事长陈锵说：“随着消费升级，家长更加追求成分天然、高品质、有吸引力的婴幼儿洗护用品。此外，随着中国文化潮流兴起，本土品牌正在获得消费者的认可，尤其是年轻妈妈们的认可，给了我们更多发展业务的机会。在社交网络的帮助下电子商务平台，有着巨大的机遇。"

"China's population base is large. Although experiencing relatively slow growth, there were more than 10 million newborn babies in the country last year. The market contains great potential," said Chen Qiang, president of Burdock Biotechnology Co Ltd, a domestic company specializing in mother and infant products. 博德生物集团董事长陈锵表示：“中国人口基数很大，尽管增长相对缓慢，但去年中国有1000多万新生儿，市场潜力巨大。”

Regarding consumer brand choices, Chen from Burdock Biotechnology said that for most high-end consumers, their first choice will be famous brands, especially international brands. However, he also noted that with the rise of the guochao trend or the Chinese cultural tide, newly emerging domestic brands also have chances to present their maternal and infant products to consumers. 关于消费者对品牌的选择，陈锵董事长表示：对于大多数高端消费者来说，他们的首选是知名品牌尤其是国际品牌。然而，随着中国文化潮流的兴起，新兴的国内品牌也有机会向消费者展示母婴产品。

"High-quality domestic brands are entering a rapidly growing phase. In the past, the knowledge of raising a child was passed on from experience. Now, even in fourth and fifth-tier cities, parents can easily access scientific parenting knowledge through various channels. With the help of social networking, e-commerce platforms, celebrity endorsements, key opinion leaders and consumers, homegrown brands are able to get connected with consumers and gain trust among the latter," Chen said. 陈锵说：“高品质的国内品牌正进入快速成长阶段。过去，抚养孩子的知识是从经验中传承下来的。现在即使在四、五线城市，家长也可以通过各种渠道轻松获得科学的育儿知识。在社交网络、电子商务平台、名人代言、KOL和消费者的帮助下，本土品牌能够与消费者建立有效联系，赢得信任。”

"KOLs and KOCs have an influence on consumers, who tend to acquire brand recognition and then purchase products," he added. 他补充道：“KOL和KOC往往会影响消费者对品牌的认可，然后购买产品。”

And enterprises are taking action. Winona Baby, a child-exclusive sub-brand founded by Kunming-based biopharmaceutical company Botanee Group Co Ltd, has been cooperating with hospitals and doctors, selling their baby personal care products via over-the-counter channels and nursing centers. 薇诺娜宝贝是位于昆明的生物制药公司——贝泰妮集团有限公司创建的儿童专属子品牌，一直与医院和医生合作，通过非处方渠道和护理中心销售他们的婴儿个人护理产品。

Currently, the product portfolio of Winona Baby contains goods aimed at youngsters from birth to two, and another series of products for children two to 12 years of age. In the early stage, the sub-brand mainly focused on reputation accumulation. Such targeted products now serve as powerful new growth engines for the company, said a report from Guosen Securities. 目前，威诺娜婴儿的产品组合包括针对从出生到两岁的青少年的产品，以及针对两岁到12岁儿童的另一系列产品。在早期阶段，子品牌主要关注声誉积累。国信证券的一份报告称，这些目标产品如今已成为该公司强大的新增长引擎。

Likewise, United States-based natural skincare brand Aveeno is working with Chinese digital healthcare platform DXY, using popular science livestreaming broadcasts to reach consumers and attract traffic. 同样，总部位于美国的天然护肤品品牌Aveeno正在与中国数字医疗保健平台DXY合作，利用科普直播来接触消费者并吸引流量。

"I am confident that given the great market potential, and with companies committed to improving their products, maternal and infant toiletry brands in China will develop better and better, further satisfying parents' refined demands," Chen from Burdock Biotechnology said. 博德生物集团董事长陈锵表示：“我相信，鉴于巨大的市场潜力，当企业致力于改进产品，中国的母婴化妆品品牌将发展得越来越好，进一步满足家长们的需求。”

以上内容整理并翻译自《中国日报》