Agency: GPJ / JUXT China

Campaign Strategy

From our research, we saw that our brand needs to focus on new millennials born from 1980s onwards who are driving ecommerce demand.

E-commerce, as a substitute for traditional brick-and-mortar stores, is booming in China for general FMCG goods, but even more so for baby products. Chinese mothers are more willing than their counterparts in other markets to purchase baby products using PCs and smart phones. According to Kantar Worldpanel 2014-2015 research, over 50% of families purchased baby products through the e-commerce channel in the last 12 months to August 8th, 2014 across the 27 top cities.

As these millennial mothers are also working mothers, we profiled them differently as online consumers. Through social listening and researching Alibaba's Tmall sales data, we discovered that these young mothers who are shop at different times compared to the older generation. Other than after-lunch timings, most liked to shop online from 11 pm to 1 am after they returned home from work and finished house chores.