Business Intelligence on Retailing, Franchising, and Consumerism in China

Japanese Baby Brand Enters Chinese Internet Space

Japanese maternal and baby supplies brand Pigeon has opened its first overseas flagship store on

Pigeon's official overseas flagship store mainly sells feeding bottles, toiletries, food supplements, and nutrition for pregnant women. Apart from single products, they also offer different product packages to consumers. Some of the products like feeding bottles will adopt the online shopping bonded mode and ship from Ningbo bonded warehouses; while other products will be directly mailed from Hong Kong.

The flagship store supports product change and return. Consumers who require goods return need to contact the customer service staff and the returned products will be delivered to Chinese warehouses.

The deputy general manager of Pigeon (Shanghai) Co., Ltd. told local Chinese media that Chinese consumers have been buying Pigeon products via purchasing agents or overseas shopping. The opening of Pigeon flagship store on can better serve those consumers and meet their demands from pregnancy to parenting. This new official flagship store allows Chinese consumers to conveniently purchase Pigeon products via a formal channel.

A representative from Pigeon said that the Tmall flagship store is an important link for Pigeon's e-commerce strategy. In the future, Pigeon will gradually enrich its product supplies basing on market demands while improving related services.

Financial terms of the deal were not released.

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