Recently, Babycare announced that its diaper products have officially entered more than 170 stores of Kids Plaza, a leading mother and child retail enterprise in Vietnam. As one of the top two players in Vietnam's mother and child retail industry, Kids Plaza operates a nationwide chain network. Through this partnership, Babycare gains direct access to a new generation of Vietnamese families, laying the foundation for the future expansion of its product line.
According to a recent Nielsen report, Vietnam's mother and child market is estimated to be worth approximately $7 billion, with an annual growth rate of 30%-40%. Modern retail channels account for only about 20% of the market, presenting significant growth opportunities for international brands with mature product systems.
In its entry into the Vietnamese market, Babycare has introduced specially designed diaper products. The diapers feature a 1.2 denier ultra-soft surface layer, providing infants with a gentle and skin-friendly experience. Enriched with jojoba seed oil extract, the surface layer helps moisturize babies' delicate skin. In terms of structural design, the diapers incorporate a 3D dot pattern to enhance air circulation and improve breathability. The "cloud-like waistband" design ensures a comfortable and snug fit for infants.
From the perspective of Babycare's global expansion strategy, the entry into the Vietnamese market marks a significant step in its overseas growth. Prior to this, Babycare successfully entered the Japanese market, with its wet wipes available in over 8,000 offline stores, including Akachan Honpo and Nishimatsuya. In the Middle East, the brand has also established related stores through joint venture models.
