As growth opportunities in domestic markets diminish, overseas expansion has become a crucial strategic choice for maternal and child brands seeking new growth avenues. However, simply replicating domestic products in foreign markets no longer works. A notable trend has emerged: industry leaders are undergoing a profound strategic transformation—shifting from early-stage "tentative exploration" across all channels to focused "precision cultivation" in key markets through refined operations.
From Scattered Approaches to Strategic Focus
Initially, many brands viewed global expansion as a low-cost experiment. They distributed products through cross-border e-commerce platforms and local dealers across multiple markets, aiming to quickly gauge market responses, test consumer preferences, evaluate competitive landscapes, and establish preliminary brand awareness. While this "wide-net casting" approach generated short-term sales growth, it often failed to build lasting brand loyalty or market competitiveness.
Today, with accumulated experience and deeper understanding of overseas markets, leading brands recognize the importance of "precision adaptation + local implementation" . This new phase of expansion goes beyond mere "product exportation," emphasizing product localization, compliance certification, establishing local teams in core markets, and optimizing supply chains—ultimately achieving the transition from "product output" to "trust building." This transformation demands stronger market insight, more flexible operational capabilities, and firmer long-term commitment.
Case Studies in Strategic Localization
Babycare exemplifies this evolution. In 2020, it entered Southeast Asia through major e-commerce platforms like Lazada and Shopee, promoting established bestsellers such as purple-lid wipes and nano-silver toothbrushes. The brand leveraged TikTok for content marketing and localized promotional campaigns during regional festivals, rapidly boosting brand recognition. Following sales growth, Babycare deepened its presence by partnering with Vietnam's prominent maternal-child chain Kids Plaza in 2023, achieving integrated online-offline coverage that significantly improved market penetration.
In Japan, Babycare adopted equally meticulous strategies. Since 2022, it has expanded through Rakuten and other platforms, gradually introducing wipes, cups, and anti-fall pillows while accumulating user endorsements. Recognizing Japanese consumers' preference for thicker wipes, Babycare launched an extra-thick version of its purple-lid wipes, successfully capturing market share. With strengthened brand equity, Babycare entered Japan's leading maternal-child retailer Akachan Honpo and expanded into drugstores and convenience stores. By 2025, its products reached over 8,000 offline stores, completing the critical shift from "product export" to "trust verification."
For the Middle East—where e-commerce ecosystems remain underdeveloped and consumers exhibit lower trust in online brands—Babycare bypassed digital channels entirely, focusing instead on physical retail. In 2023, it opened its first flagship store in Dubai Mall, eventually establishing four locations in prime areas. This direct consumer engagement strategy enhanced brand credibility and user experience, effectively compensating for online limitations and solidifying its Middle Eastern foundation.
The Next Phase of Global Competition
The maternal and child sector's global competition has entered a new era where success hinges not on sheer scale but on deep market integration, sustainable trust-building, and service excellence. This requires superior localization capabilities, comprehensive compliance adaptation, and resilient supply chains. Only brands that genuinely understand regional markets, respect local cultures, and meet consumer needs will thrive in the increasingly competitive global landscape, achieving long-term, sustainable growth.