April 2026 E-Commerce Analysis: Car Seat Sales Jump 36.0% Year-on-Year

Once a niche product with relatively low market penetration, safety car seats have transitioned from an optional purchase to an essential travel product for families, becoming one of the fastest-growing categories in the juvenile products market.

According to the April 2026 E-Commerce Market Analysis Report on Safety Car Seats released by the China Toy and Juvenile Products Association (CTJPA), the category recorded outstanding growth across major juvenile product segments. Sales revenue increased by 44.4% year-on-year (YoY), while unit sales rose by 36.0% and the average selling price (ASP) climbed 6.2%.

Driven by growing parental awareness of child travel safety, the implementation of the new national standard, and continued consumption upgrading, child safety seats are rapidly moving into the mainstream market. The category is now entering a new stage of development characterized by simultaneous growth in both sales volume and value, broader consumer adoption, and increasingly dynamic market competition.

 

1 Strong Market Growth Driven by Higher Sales Volume and Prices

The child safety seat market delivered strong performance in April, with all three core indicators rising simultaneously, highlighting sustained market demand.

• Sales revenue increased by 44.4% year-on-year (YoY), significantly expanding overall market size and reflecting the release of accumulated demand;

▲ Tmall Car Seat Sales Revenue & YoY Growth, April 2026

• Unit sales increased by 36.0% year-on-year (YoY), driven by strong growth in lower-tier cities and rising demand from new parents and newborn households;

▲ Tmall Car Seat Unit Sales & YoY Growth, April 2026

• Average selling price (ASP) increased by 6.2% year-on-year (YoY), driven by product functional upgrades, the use of premium materials, and the integration of smart features. This reflects a broader industry shift away from price-based competition toward value-driven differentiation.

▲ Tmall Car Seat ASP & YoY Growth, April 2026

 

2 Brand Landscape: Chinese Brands Continue to Lead the Market

Domestic Chinese brands dominated the child safety seat market in April, with stable rankings among the top five players and significant year-on-year (YoY) growth in sales revenue.

Top 5 Brands by Sales Revenue (April)

• PRIGEL: 10.4% market share, 408.0% YoY surge, ranking 1st;
• HBR: 8.7% market share, 92.6% YoY growth, outstanding performance;
• CHUYINGBEI: 7.7% market share, 115.7% YoY growth, affordable bestseller driving sales volume;
• BEBEBUS: 7.2% market share, solid premium positioning;
• BRITAX: 5.8% market share, stable performance among international brands.

▲ Tmall Top 5 Car Seat Brands by Sales Revenue Share, April 2026

Excluding BRITAX, domestic brands claimed the top four spots, dominating the market with smart features, age-wide adaptability and high cost-effectiveness.

▲ Tmall Top 20 Car Seat Brands by Sales Revenue, April 2026

 

3. Best-Selling Products: CHUYINGBEI Leads Both Rankings

Bestselling products reflect consumer preferences, with representative offerings across all price ranges.

Top 3 Products by Sales Revenue

• Top 1 CHUYINGBEI

Product Name: C007 Car Seat

Price: ¥522

• Top 2 PRIGEL

Product Name: PRIGEL pro Car Seat

Price: ¥1,011

• Top 3 BeBeBus

Product Name: Space Cabin Little Golden Shield Car Seat

Price: ¥4,458

 

Top 3 Products by Unit Sales

• Top 1 CHUYINGBEI

Product Name: C007 Car Seat

Price: ¥522

• Top 2 DWARFOO

Product Name: HBR Foldable Car Seat

Price: ¥421

• Top 3 BRITAX

Product Name: G405B Car Seat

Price: ¥331

 

4 Promising New Arrivals

“Promising new arrivals” are defined as products launched within the past six months, from brands outside the Top 3, and ranked among the Top 100 by sales revenue.

Last Month's Rank	This Month's Rank	Product Name	Launch Month	Avg. Transaction Price	Sales Share	Brand	Store
13	6	BABYBOAT New National Standard Child Safety Car Seat, 0-12Y, Car Use, Reclinable	202602	1018	2.5%	BABYBOAT	BABYBOAT Flagship Store
48	7	BRITAX Adventurer Air Child Safety Car Seat, 0-7Y, Ventilated	202603	5851	2.0%	BRITAX	BRITAX Flagship Store
New This Month	26	GOODBABY High-Speed Safety Cabin No.1 S Series Safety Car Seat	202604	2623	0.9%	GOODBABY	GOODBABY Official Flagship Store
47	29	BABYFIRST Lingyue Pro Smart Ventilated Safety Car Seat, 0-7Y	202601	2956	0.8%	BABY FIRST	BABYFIRST Flagship Store
142	32	BABYBOAT New National Standard Child Safety Car Seat, 0-12Y, Car Use, Reclinable & Ventilated	202603	998	0.7%	BABYBOAT	BABYBOAT Flagship Store
52	45	Lingyue 3+ Safety Car Seat, 0-7Y, Ventilated & Sun Protection	202602	3718	0.5%	BABY FIRST	BABY FIRST Flagship Store
62	53	BEWELL Portable Child Safety Car Seat, 1-12Y, Simple Installation	202510	5453512	0.4%	BEWELL	BEWELL Flagship Store
Not Ranked	54	QBORN Little Dolphin Ultra Xiaomi Connected Safety Car Seat, 0-7Y, Ventilated & Heated	202603	3062	0.4%	QBORN	QBORN Flagship Store
69	59	GOODBABY High-Speed Safety Cabin No.1 S Car Safety Car Seat, 0-7Y, Reclinable & Ventilated	202601	1177	0.4%	GOODBABY	GOODBABY Official Flagship Store
44	64	HASHOW Little Conch Infant & Child Safety Car Seat, 1-12Y, Reclinable	202603	1018	0.3%	HASHOW	HASHOW Flagship Store

▲ Tmall Promising Child Safety Car Seat New Arrivals, April 2026

 

- BABYBOAT: Launched in February, ranking jumped sharply to 6th place;

 

- GOODBABY: New April model High-Speed Safety Cabin No.1 S, entered Top 30 immediately upon launch;

- BRITAX, BABYFIRST, QBORN: All saw rapid sales growth.

 

Conclusion

In April 2026, the child safety seat category recorded strong growth across three core indicators—sales revenue, unit sales, and average selling price (ASP)—further reinforcing its position as an essential travel product for families with young children.

Domestic brands continue to dominate the market with comprehensive competitive strengths, while emerging products demonstrate significant growth potential.

Looking ahead, key strategies for brands include targeting the mid-range mainstream price segment, expanding smart product offerings, and accelerating product iteration and innovation to capture future growth opportunities and gain market share.