China’s flagging birth rate, weak consumer spending prompt top online baby-and-mom emporium Mia.com to trim operations

Mia.com said it will continue to sell products via its mini program on WeChat, the multipurpose super app owned by Tencent. Other Chinese baby-and-mom product platforms, including Beibei.com and Muyingzhijia, have either closed or significantly scaled back their operations. — SCMP

China’s popular online shopping emporium for baby-and-mom merchandise, Mia.com, will close its main app from Sept 10 amid weak consumer spending and a population crisis in the world’s second-largest economy, where the number of births declined for the fifth consecutive year in 2021.

Beijing-based Mia.com, which was valued at more than US$1bil (RM4.42bil) in 2015, said it was “time to say goodbye” owing to “changes in consumer behaviour”, according to an announcement on its official website on July 1. The firm said it will continue to sell products via its mini program on WeChat, the Tencent Holdings-owned super app.