Researchers at the Chinese Academy of Social Sciences have estimated that an additional one million babies will be born in China each year in the coming years, a result of the relaxation of the one-child policy in combination with the baby boomers of 1986-1990 becoming parents. While the baby and kids product market is growing rapidly, it is also becoming more complex and multifaceted. Brands need to target a new generation of parents, better informed and more demanding than ever, who will increasingly opt to have two children. This article outlines six keys to unlocking the huge potential of this market.
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