Tmall Baby Beds in May: Average Price Up 7.7%, Top 5 Brand Concentration Reaches 50.2%, Emerging Brands Gain Momentum

The China Toy & Juvenile Products Association (CTJPA) has released the May 2026 E-Commerce Platform Data Analysis Report – Baby Beds. The report points out that as a core large-item category, baby beds showed three highly notable changes in the month: the industry average price rose simultaneously, the market share of top brands increased significantly, and niche breakout brands experienced exponential growth.

 

Based on the data in the report, this article dissects this month's baby bed market from three dimensions: price, brand landscape, and potential brands.

 

   

 

01 Average Price Up 7.7% YoY, Reflecting a Shift Toward Premium Consumption

In May 2026, the average selling price of baby beds on Tmall increased by 7.7% year on year, ranking in the upper-middle level among large-item juvenile product categories. Behind this growth is the systematic iteration of the market price structure.

 

Baby Bed Average Price Increased by 7.7% on Tmall, May 2026

 

The upgrade logic is clearly visible from the comparison of price range data. In terms of sales revenue, the share of products priced above 1,600 RMB remained basically flat year on year. The mid-range price segments of 400–600 RMB and 600–1,000 RMB increased by 4.1 and 2.8 percentage points respectively; products below 400 RMB declined to 13.4%.

 

Sales Share of Baby Beds by Price Range on Tmall, May 2026

 

In terms of sales volume, all segments — above 1,600 RMB (236 USD), 1,000–1,600 RMB (147-236 USD), 600–1,000 RMB (89 - 147 USD), and 400–600 RMB (59 - 89 USD) — saw increases, rising by 0.4, 0.6, 3.8, and 6.9 percentage points respectively.

 

Sales Volume Share of Baby Beds by Price Range on Tmall, May 2026

 

The "premium parenting" concept among new-generation parents has become prominent, with purchase focus shifting from low prices to eco-friendly solid wood, seamless splicing, and easy-to-store products. Among them, BeBeBus's series, with an average price of 3,871.4 RMB (570 USD), topped the sales revenue list, with a single product contributing 14.4% of category sales. High-end solid wood and imported growth beds from brands such as Boori Kids and STOKKE maintained stable transactions, lifting the overall average price.

 

 

02 Top 5 Brand Concentration Rises to 50.2%, Reinforcing Market Consolidation

The sales concentration of leading brands has shown a clear upward trend over the past six months. In May 2026, the combined sales share of the TOP5 baby bed brands reached 50.2%, a significant increase of 8 percentage points from 42.2% in April.

 

Sales Share of TOP5 Baby Bed Brands on Tmall, May 2026

 

By tier, the share of the 1st–5th ranked brands continued to expand, while the 6th–10th ranked brands also saw a slight increase. The share of waist-tier brands ranked 11th–20th contracted from 17.4% in April to 13.4%.

 

This month, the TOP5 brand landscape saw a new round of changes: BeBeBus jumped to first place in sales revenue with a 15.6% share; ABCmokoo, babyviva, coolbaby, and ULOP followed closely. The five brands together accounted for half of the market.

 

TOP20 Baby Bed Brands by Sales Revenue, May 2026

 

The advantages of leading brands come from three barriers: first, a complete matrix of hit products — ABCmokoo holds multiple best-selling SKUs including low-price nursing tables and mid-to-high-end splicing beds, covering all price ranges; second, strong promotional operation capabilities — during the 618 preheating period, brands launched 12-month interest-free installments, 88VIP stacked discounts, half-price lucky draws and other activities to capture traffic; third, channel and quality control advantages — flagship stores have been deeply cultivated for years, and services such as seven-warehouse shipping and next-day delivery improve conversion rates.

 

03 Niche Brands Gain Momentum: Mloong Posts 10,724.4% Growth

Among the TOP20 brands by sales revenue in May, Mloong became the undisputed leader in growth rate across the entire category with a year-on-year increase of 10,724.4%, ranking 20th on the list this month and emerging as the biggest dark horse in the market. The ultra-high growth rate is not accidental, but reflects the breakthrough potential of differentiated niche products.

 

Mloong Ranks First in Baby Bed Growth Rate, May 2026

 

Mloong focuses on affordable multi-functional baby beds, with an average transaction price of only 695.4 RMB (102.5 USD), precisely targeting the 600–1,000 RMB (89 - 147 USD) mass mid-range segment and matching the needs of budget-conscious young parents in lower-tier markets. Compared with high-end brands on the list, which generally saw year-on-year declines in sales revenue (BeBeBus -16.7%, ABCmokoo -47.4%, FARORO -48.5%), Mloong achieved reverse growth through its cost-effective strategy.

 

 

Meanwhile, multiple emerging brands on the list also showed impressive growth rates: Boori Kids sales up 402.2% YoY, HOAG up 154.3%, MAROBABY up 128.3%, and BOBDOG up 104.4%, proving that the market is not completely monopolized by top brands.

 

Strong Performance of Boori Kids, HOAG, MAROBABY, and BOBDOG

 

In the gap where big brands seize the high-end market and low-quality low-price products are gradually cleared out, small and medium-sized brands focusing on mid-range practicality, foldable portability, and changing table integration can still achieve explosive growth through precise positioning. Mloong's breakout also provides new ideas for the industry: avoiding the red ocean of high-end solid wood, and deeply cultivating mass-demand multi-functional models to open up incremental market space.