Chinese baby brand Bc Babycare is making an ambitious push into the United States—despite escalating trade tensions and hefty tariffs on Chinese goods.
On Tuesday, the Shanghai-based company announced it is officially launching in the U.S. market, citing confidence in its global supply chain and the strong demand from American consumers.
“Even if political things are not steady, I’m very confident about our product,” said Chi Yang, Vice President for Europe and the Americas at Bc Babycare. He predicted “very fast” growth in the U.S., including a 10x sales increase in one year and a top ranking on Amazon for their flagship baby carrier within six months.
U.S. Entry Starts Online, With Global Supply Chain Support
The company’s popular $159.99 baby carrier—currently discounted by $40—boasts a 4.7-star rating on Amazon from over 30 reviews. It’s designed to reduce pressure on parents’ bodies by up to 33%.
The same product is already a best-seller in China on JD.com, and Bc Babycare has stocked the carrier in U.S. warehouses. Its supply chain spans the Americas, Europe, and Asia, helping to shield the company from U.S.-China trade volatility.
“The global supply chain is one of the things we’ve kept building over the past couple of years,” Yang noted.
Trade War and Tariff Impact on Baby Gear
Baby products are among the most affected by tariffs, especially since many are manufactured in China. U.S. company Newell Brands, which owns the Graco stroller brand, said it raised baby gear prices by 20% recently and paused new China orders in response to added tariffs of over 100%.
The U.S. and China have agreed to a 90-day pause on new tariffs as they work toward a trade agreement, but tensions remain high.
Plans for U.S. Office and Retail Expansion
Bc Babycare plans to open a U.S. office and hire 5 to 10 local employees. It will start with online sales and digital marketing, with plans to expand into physical retail partnerships.
Its research and materials partners include three major U.S. companies: Lyra, Dow, and Eastman.
Local Adaptation and Global Competition
The company tailors products based on consumer feedback from e-commerce platforms in both China and the U.S. For example, the U.S. version of the baby carrier is larger and softer than its Chinese counterpart to meet local preferences.
Founded in 2014, Bc Babycare raised 700 million yuan (~$97 million) in 2021 from investors including Sequoia Capital China.
Rising Competition in Global Markets
Bc Babycare’s expansion underscores a shift in global competition. Chinese companies, once seen as low-cost players, are now challenging established U.S. and European brands—even in their home markets.
“Multinational brands are now entering a challenging second phase where they compete fiercely for market share,” said Dave Xie, retail partner at consultancy Oliver Wyman. The firm’s recent report points to China’s role as a global incubator for premium product innovation—citing examples like Tineco floor scrubbers, which are now Amazon best-sellers.
Related topics:
