China Baby Strollers Market Brand Tracking Report: Top of Mind, Aided and Unaided Recall Analysis, Purchase Incidence and Usage Patterns and Others: 2024

Research Methodology

The primary objective of this brand tracking study was to measure and analyze brand awareness levels, purchase incidence, and conversion dynamics in the China baby strollers market. The research aimed to provide actionable insights into brand positioning, consumer purchase drivers, and competitive differentiation for stakeholders across manufacturing, retail, and investment domains.

This was a quantitative, nationally representative online survey administered to a sample of urban parents of infants and toddlers aged 0–3 years. The design allowed for robust measurement of Top of Mind Awareness (TOMA), Unaided Awareness, Aided Awareness, and Purchase Funnel Metrics (consideration, first choice, purchase incidence, and advocacy).

Sample Framework

• Total Sample Size: 6,000 respondents
• Target Audience: Parents residing in Tier 1, Tier 2, and Tier 3 cities across Mainland China
• Child Age Criteria: At least one child aged 0–36 months
• Household Quotas:
• First-child households: 50%
• Second-child households: 50%

Sampling and Representativeness

Geographic Coverage: Balanced representation across East, South, North, Northeast, Southwest, and Northwest China, weighted proportionally to urban population sizes.

City Tiers:

• Tier 1 (e.g., Beijing, Shanghai, Guangzhou, Shenzhen): 30%
• Tier 2 (e.g., Chengdu, Hangzhou, Wuhan, Nanjing): 40%
• Tier 3 (smaller prefecture-level cities): 30%
• Weighting: Data weighted to match China’s urban parent demographic profile by region, tier, gender, and child age.

Key Metrics Captured

• Brand Awareness: TOMA, Unaided, and Aided
• Purchase Funnel: Consideration, First Choice, Actual Purchase, and Advocacy (NPS)
• Purchase Drivers: Safety, portability, weight, folding ease, storage, design
• Channel Preferences: E-commerce, offline specialty stores, live commerce
• Price Tier Preferences: Value (RMB 400–800), Mid-range, Premium (RMB 3,000–5,000)

Top of Mind Awareness

Top of mind awareness in the China baby strollers market is led decisively by Goodbaby at 42 percent, a testament to its expansive distribution in mother and baby specialty chains and mass general trade formats, as well as its deep product penetration in both travel systems and lightweight strollers. Babycare follows at 11 percent, driven by its strong e-commerce content strategy on Tmall, JD, Douyin, and Xiaohongshu, bolstered by high-profile parenting KOL collaborations. Joie sits at 6 percent with a value-for-money appeal through bundled travel systems, while Chicco at 5 percent gains stroller recall despite stronger equity in other baby categories. The next tier includes Graco (4 percent), Bugaboo (4 percent), Stokke (3 percent), Combi (3 percent), Aprica (2 percent). The composite "Others" segment accounts for 9 percent, featuring local challengers like Baobaohao and Aing alongside boutique direct-to-consumer labels.

Unaided Awareness

When respondents list all stroller brands spontaneously, Goodbaby retains leadership with 68 percent unaided awareness. Babycare rises to 33 percent, followed by Cybex at 29 percent and Joie at 23 percent. Chicco (21 percent), Graco (19 percent), Bugaboo (18 percent), Stokke (16 percent), Combi (15 percent), Aprica (13 percent) round out the list. "Others" expands to 25 percent here, reflecting a fragmented competitive tail composed of niche imports, cross-border marketplace players, and resurgent domestic private labels sold via large online merchants. The narrowing gaps in unaided recall show that smaller players can gain visibility through targeted marketing, despite smaller budgets.

Purchase Funnel and Consideration

The purchase funnel mirrors awareness rankings. Goodbaby leads with 55 percent consideration and 32 percent first choice, followed by Babycare at 42 percent consideration and 24 percent first choice, driven by design appeal and strong online community engagement.Joie records 32 percent consideration and 15 percent first choice due to value positioning. Boutique brands such as Bugaboo and Stokke may have smaller sales volumes but post high advocacy, with net promoter scores in the low 60s versus a category average of 46.

Purchase Incidence

Among families with a child under 18 months, current stroller purchase incidence is 48 percent. Second stroller purchases, often for lightweight or cabin-approved models, account for 16 percent. The strongest lift in conversion occurs with travel system bundles and compact models weighing under seven kilograms favored for elevator use and ride-hailing. This purchasing pattern shows how urban lifestyle constraints directly shape product demand.

Price Tiers and Drivers

The market is split between a value band (RMB 400–800) that drives volume in tier two and three cities, and a premium band (RMB 3,000–5,000) catering to parents seeking lightweight materials, advanced suspension, and sleek design. Safety is the top purchase driver for 75 percent of shoppers, followed by weight/portability (59 percent), fold ease (55 percent), and storage capacity (37 percent).