China Baby Stroller Market Parent Preference Shift

China’s Baby Stroller Market 2025: The Unexpected Shifts in Parent Preferences You Need to Know

In 2025, the China baby strollers market reveals a clear hierarchy in brand awareness, with Goodbaby maintaining its leadership across key metrics. This dominance highlights its unparalleled distribution reach, product variety, and trust among urban parents. A nationally representative online study conducted in June 2025 with 6,000 parents of children aged zero to three years across tier one to tier three cities indicates that Goodbaby achieves a top-of-mind awareness of 42 percent, significantly outpacing Babycare, which stands at 11 percent. Other brands such as Joie, Chicco, Graco, Bugaboo, Stokke, Combi, and Aprica follow.

When assessing unaided awareness, reflecting total spontaneous recall, Goodbaby reaches 68 percent awareness, while Babycare follows at 33 percent. For aided awareness, which tests brand recognition after exposure to a brand list, Goodbaby scores 89 percent compared to Babycare's 76 percent. These elevated awareness levels contribute to a strong purchase funnel, with Goodbaby leading in consideration at 55 percent and first choice at 32 percent, whereas Babycare registers 42 percent consideration and 24 percent first choice.

Conversion rates in this category are significantly affected by price tiers and product attributes. Value models priced between RMB 400 and RMB 800 dominate tier two and tier three cities, whereas premium models in the RMB 3,000 to RMB 5,000 range gain traction in urban centers due to their lightweight materials, advanced suspension, and sleek designs. The purchase incidence among families with a child under 18 months is recorded at 48 percent, with 16 percent indicating a second stroller purchase, often opting for compact, cabin-approved models meant for travel.

Safety is identified as the most critical factor for three out of four buyers, followed by weight and portability at 59 percent, ease of folding at 55 percent, and storage capacity at 37 percent. Design aesthetics and color options notably influence premium purchases. E-commerce holds a dominant position in the retail landscape, with Tmall and JD flagship stores accounting for more than half of category sales. Additionally, Douyin live commerce plays a crucial role in accelerating new product launches, while mother-and-baby specialty chains remain important for in-store trials and compatibility checks.

Boutique premium brands such as Bugaboo and Stokke, despite their smaller market shares, manage to achieve net promoter scores in the low 60s, surpassing the category average of 46, indicating strong advocacy among their owners. Strategic growth opportunities are being identified to enhance top-of-mind recall through new model launches supported by real-world safety demonstrations. Brands aim to defend aided awareness by optimizing flagship store presence during key shopping festivals and drive conversion with localized bundles and improved after-sales service.

The competitive landscape continues to evolve, with numerous domestic challengers capitalizing on price competitiveness, direct-to-consumer livestreaming, and limited edition product drops. As safety credentials, convenience features, and community engagement increasingly influence purchasing decisions, leading brands are adopting an integrated omnichannel approach designed to transform first-time buyers into advocates, thereby ensuring sustained leadership in China's dynamic baby strollers market.