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Jotham Lim

Jotham Lim

Marketing Manager

Jotham Lim Ee Chen is the Marketing Manager for Moojing Market Intelligence's global team. He leads content strategy and market communications, translating complex APAC e-commerce data into actionable insights for international brands and retailers.

Articles by Jotham Lim (134)

Fresh and Raw Took 14 Points of China's Cat Food Shelf
Insights

Fresh and Raw Took 14 Points of China's Cat Food Shelf

by Jotham Lim

Fresh and raw claims gained 14.19 points of China's cat staple-food shelf between 2022 and 2025 — the largest single move in the study. Grain-free reallocate...

Pet Food & Beverage
An empty stroller outside a shop, as China's online baby gear sales rose 12.7% in H1 2026
Insights

China's Online Baby Gear Sales Rose 12.7% in H1 2026

by Jotham Lim

Online baby gear sales in China rose 12.7% to CN¥ 6.75 billion in H1 2026, at an average price up 5.2%, with car safety seats growing 23.2%.

Mother & Baby
Cardiovascular supplements grew 23.8% in China in H1 2026
Insights

Cardiovascular Supplements Grew 23.8% in China in H1 2026

by Jotham Lim

Online sales of supplements Moojing classifies as cardiovascular health reached CN¥ 6.44 billion in H1 2026, +23.8%, led by fish oil, CoQ10 and krill oil.

Health & Wellness
Beverage efficacy claims grew 26.6% in China in H1 2026
Insights

Beverage Efficacy Claims Grew 26.6% in China in H1 2026

by Jotham Lim

Drinks sold on efficacy claims grew 26.6% online in China in H1 2026, the fastest of six selling-point dimensions, while flavour held at CN¥ 8.06 billion.

Food & Beverage Brand Strategy
Expectant parents choosing baby clothes in a shop, as China's online maternity and baby prices rose 6.5% in H1 2026
Insights

China Maternity & Baby Prices Rose 6.5% Online in H1 2026

by Jotham Lim

The average online price of maternity and baby products in China rose 6.5% to CN¥ 91.0 in H1 2026, as sales reached CN¥ 119.28 billion on fewer items.

Mother & Baby Market Sizing
China online health and wellness sales rose 9.5% to CN¥ 63.3 billion in H1 2026
Insights

China Online Health & Wellness Sales Rose 9.5% in H1 2026

by Jotham Lim

Online health and wellness sales on mainstream e-commerce platforms in China reached CN¥ 63.3 billion in H1 2026, +9.5%, on about 380 million units.

Health & Wellness Market Sizing
China's high-protein snack sales grew 14.1% in H1 2026
Insights

China's High-Protein Snack Sales Grew 14.1% in H1 2026

by Jotham Lim

China's online high-protein snack sales grew 14.1% to CN¥ 6.75 billion in H1 2026, while emotional selling points grew fastest across snacks, at 30.9%.

Food & Beverage Health & Wellness Brand Strategy
China online snack sales rose 9.5% in H1 2026 as volume fell
Insights

China Online Snack Sales Rose 9.5% in H1 2026 as Volume Fell

by Jotham Lim

China's online snack sales rose 9.5% to CN¥ 71.99 billion in H1 2026 while volume fell 5.2%, as price, product mix and healthier hero products drove growth.

Food & Beverage Household & FMCG
China online food and beverage sales rose 5.1% in H1 2026
Insights

China Online Food & Beverage Sales Rose 5.1% in H1 2026

by Jotham Lim

China's online food and beverage sales rose 5.1% to CN¥ 304.57 billion in H1 2026, while volume grew 3.8%, so value ran ahead of volume.

Food & Beverage Household & FMCG Market Sizing

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