As a typical counter-cyclical category, the market demand for maternal and infant products always exists.
According tofortunebusinessinsights data shows that the global baby care products market size is estimated at 2398.1 hundred million USD in 2024, and is expected to grow at a compound annual growth rate of 7.41% from 2025 to 2032.
By2032, the global baby care products market size is expected to exceed 4194.3 hundred million USD.
Image source:fortunebusinessinsights
There is a company from Shenzhen, China, as early asIn 2017, it realized that overseas markets provided many opportunities for Chinese cross-border sellers, and resolutely seized the opportunity, using maternal and infant products as a starting point to target overseas markets and develop cross-border business.
It isMomcozy。
It is reported that as early asIn 2022, the brand's global revenue exceeded 10 billion RMB; in 2023, its annual revenue reached 20 billion RMB; in 2024, its annual revenue exceeded 35 billion RMB, making it one of the Chinese maternal and infant brands that successfully entered overseas markets.
Image source:Momcozy
Starting with segmented products, gradually expanding categories
It is understood thatMomcozy is a maternal and infant brand under Shenzhen 路特创新, founded in 2017.
At that time, competition in the domestic maternal and infant market was very fierce. Platforms such as 天猫 and 京东 had stable positions,Domestic brands such as Babycare and 可优比 captured the market of young parents, while international giants like 飞利浦 and 美德乐 occupied the high-end segment.
Faced with this situation,Momcozy brand resolutely chose a different path—directly targeting overseas markets to develop cross-border business.
Initially,Momcozy entered the market through the niche category of maternity underwear. This type of product has a relatively low technical threshold and can quickly verify market demand.
By optimizing materials and design,Momcozy quickly opened sales channels on 亚马逊. In 2019, its maternity underwear became the platform's Best Seller, verifying the acceptance of its products in overseas markets.
Image source:Momcozy
Subsequently, the brand began to expand into higher-ticket categories, such as wearable breast pumps.
Because users in overseas markets such as Europe and America have high quality requirements for maternal and infant products and are more willing to pay a premium for high-quality maternal and infant products, soMomcozy boldly priced its breast pumps in the mid-range of $150-200.
Leveraging the advantages of the Chinese supply chain to balance product power and cost-effectiveness, itbecame the number one brand in online shipments of wearable breast pumps in the US market in 2021, gradually gaining a foothold in overseas markets.
Source: Momcozy
Later, the brand embarked on a full-category route, building a one-stop service system for pregnancy, childbirth, and parenting products. Nowadays, itsproductshave covered over60 countries and regions, with 3 million loyal users, becoming a highly popular overseas bestseller in the niche of maternal and infant care products.
Source: Momcozy
Leveraging social media to build genuine connections
In overseas markets,to achieve good development,relying solely on product strength is not enough.。How to make target users aware and trust is amajorproblem that brands need to solve.
MomcozyThe solution is to joinTikTok, YouTube and other mainstreamsocialplatforms, and vigorously promote on these platforms to make products known and trusted by more potential consumers.
TikTok：
OnTikTok, Momcozy's official account @momcozyofficial currently has 360,300 followers and 1.2 million likes.
Image source:TikTok
The account mainly publishes two types of video content:
One category is product usage demonstrations in everyday scenarios, and the other is street interviews with real stories of mom users.
Among them, the content format of finding ordinary moms offline to participate in Q&A greatly helps to increase emotional connection with users and enhance brand exposure and favorability.
Image source:TikTok
Taking a video from the account with a view count of2.1 million views and 230,600 likes on TikTok as an example, this video is a real interview video shot by the brand on the street with ordinary moms under the theme "How did you feel when you first discovered you were pregnant?"
In the video, this ordinary mom said that when she discovered she was pregnant, she felt both happy and panicked because she was young at the time and had no experience. Now, she has become a single mother raising her child alone, and expressed that she will overcome difficulties and raise her child.
Once this video was released, it resonated strongly with many pregnant women:
“I want to give you many hugs.”
“Thislady, youthe love for your child is so beautiful,yoursoul radiates light。”
“bless you！”
Image source:TikTok
In addition,Momcozy brand has also established close partnerships with many TikTok influencers in vertical fields, leveraging the influencers' own influence to promote its products.
HavingTikTok influencer @sammci9, with 107,200 followers, shot a promotional short video for Momcozy's breast pump.
Image source:TikTok
In this video, the influencer showed herself removingThe entire process of pouring breast milk into a bottle using the Momcozy brand breast pump.
It turns out that videos of influencers actually using products in their daily lives can be equally effective for promotion. As of now, this video has gained8.8 million views and 261,900 likes.
It has also attracted many users asking in the comments:
'I want to know the name of the breast pump?'
'Does it really not hurt? Seriously asking.'
Source:TikTok
YouTube：
OnYouTube, the Momcozy brand chooses to collaborate with professional maternal and infant product review bloggers, publishing long videos to showcase product features and user experience in detail, thus helping users make more accurate purchasing decisions.
With62,300 subscribers, YouTube blogger New Little Life is one of the brand's collaborators. They filmed a long review video for multiple Momcozy breast pumps.
As of now, this video has reached64,000 views.
In this review video, bloggerNew Little Life showed the appearance of each breast pump one by one, and based on their personal experience, carefully explained the usage experience of each model, telling users which product is suitable for mothers at which stage.
Source:YouTube
After watching the video, many users shared their own experiences in the comments:
'I originally had a V2. Because I liked it so much, I bought this product for my third baby. I'm expecting my new baby in December, so I can continue using it.'
'I have the M9. Let me share how to use it here. You can change settings without launching the app. The only functions that require the pump are using their specific settings for milk release and milk enhancement.'
Source:YouTube
It can be seen that this type of long review video is very helpful for users to further understand the product features.
Dual-track sales, balancing traffic and brand control
In terms of market expansion, in addition to social media marketing,the Momcozy brand has also built a dual-drive sales system combining e-commerce platforms and an independent website.
On one hand, brands have entered large e-commerce platforms such as Amazon, leveraging their massive traffic and mature logistics systems to quickly reach a wide audience and shorten the cold start cycle.
Image source: Amazon
On the other hand,Momcozy has also built its own brand independent website.
Within the independent website, its product categories are clearly divided intobreast pumps, bras, baby care, and travel accessoriesetc., making it easy for users to quickly find the products they need to purchase.
Image source:Momcozy
The independent website homepage also specially sets up a user sharing section, where content comes entirely from user reviews. This kind of authentic feedback can enhance potential customers' purchasing confidence and greatly help in facilitating orders.
Image source:Momcozy
Conclusion
The successful experience of the Momcozy brand provides a practical reference model for many Chinese brands.
Its story shows that going global is not blindly following trends, but the result of gradual advancement based on clear product rhythm, sincere user communication, and flexible channel strategies.
The global market is not out of reach. It lies in every user need that is seriously responded to, in every genuine sharing of user experiences, and in every practice of coordinated operation between platforms and independent websites.
For Chinese brands that are truly willing to invest and focus on user experience, going global is still a path worth taking.
Therefore, domestic companies with ideas might as well give it a try. Perhaps the next brand to make a name for itself in overseas markets will be you!
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing tips - short video marketing methods
- Published: August 27, 2025
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.