Data - the mummy of baby fairs
Mummys Market has about 80% of Singapore's pregnant mothers' data and over 75% of the market share in the baby fair sector.
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Claudia Chong
PICTURE this. A crowd of women aged 25 to 45 filling a large exhibition hall together with their partners, walking along aisles packed with vendors selling products for their little ones. Everywhere they go, they buy.
Baby and child fairs hold a treasure trove of data, and William Chin knows it.
His company, Mummys Market, might run eight fairs each year that see about 800,000 participants and nearly S$100 million worth of products being transacted, but they certainly do not call themselves an exhibitions organiser.
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