China's consumption economy is booming. The country's middle class is already larger than the entire U.S. population - and it is hungry to shop. On average, the typical Alibaba consumer opens their shopping app eight times a day and spends a total of 30 minutes discovering, sharing and buying new products. These mostly young adult shoppers are looking for high-quality, unique mother & baby products which suit their family lifestyle. Increasingly, those products and brands are from Europe.