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Marketing to Families - China - August 2014

“Dads are getting more involved in household duties such as grocery shopping, cooking, and taking care of children. It is vital for companies and brands to understand that the traditional parental roles and priorities no longer exist nowadays to modern parents in their 20s and 30s. Dads may still be the breadwinner in some families, however they are generally spending more time with their family and their care of their families is no less than that of mums.

It is also important for companies to examine the influence that kids have on family purchases (eg safety, education, health), the emotional bonding between the kids and the parents, and what they can do to optimize marketing and product development efforts.”
– Lui Meng Chow, Research Analyst

This report looks at the following areas:

  • 'Look here, Modern dads!'
  • Marketing child-friendly household care products to families with babies or toddlers
  • Helping parents to foster good eating habits among children
  • Family togetherness and parent-child bonding moment
The dynamic of Chinese family households have changed, with a rise in working mums and a trend for smaller families. The increase in working mums has led to change in gender roles and responsibility, with men now becoming more involved in household chores and babysitting. Both parents’ priorities regarding family life and work are becoming more aligned than they have in the past.
 
The implementation of the one-child policy, and eventual relaxation of the one-child policy and the increasing divorce rate will become the key factors driving the changes in Chinese families and their lives.
 
Brands can no longer rely on the traditional family roles and stereotypes (such as gender stereotypes) in order to stay close to Chinese families. Instead, they need to be more creative at generating ideas and marketing communications that can appeal to today’s Chinese families, which are becoming more diverse.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Limitation
            • Abbreviations
              • Terms
              • Executive Summary

                  • Overview of today’s Chinese families
                    • The Consumer
                      • Diversity of Chinese families
                        • Figure 1: Target Groups, April 2014
                      • Disciplinarian
                        • Family pleaser
                          • Permissive
                            • Relaxed
                              • Encourage men to shop more
                                • Dads and mums are mostly aligned with each other’s priorities
                                  • Sources of influence vary across cities
                                    • Different level of children’s influences and pester power
                                      • ‘Time off’ from digital devices
                                        • Key Issues
                                          • Look here, modern dads
                                            • Marketing children-friendly household care products to families with babies or toddlers
                                              • Helping parents to foster good eating habits among children
                                                • Family togetherness and parent-child bonding moment
                                                • Overview of Today’s Chinese Families

                                                  • Key points
                                                    • More nuclear families
                                                      • Figure 2: Number of children, by age, April 2014
                                                    • But extended families still play an important role
                                                      • Willingness to have more than one child varies across cities
                                                        • Figure 3: Number of children, by selected demographics, April 2014
                                                      • Rising divorce rate spurs changes in China’s family structures
                                                        • Figure 4: Marriage rate, divorce rate and the ratio of divorce to marriage in China, 2006-13
                                                      • Enriched roles of working mums in the family
                                                      • Issues and Insights

                                                          • Look here, Modern dads
                                                            • The facts
                                                              • The implications
                                                                • Marketing child-friendly household care products to families with babies or toddlers
                                                                  • The facts
                                                                    • The implications
                                                                      • Figure 5: List of household care products with positioning claims for babies & toddlers (0-4 years old), China, Japan, UK and USA, 2011-14 (Jun)
                                                                      • Figure 6: Examples of household care products with babies & toddlers (0-4 years old)-friendly claims, Malaysia and Taiwan, 2011 – 13
                                                                    • Helping parents to foster good eating habits among children
                                                                      • The facts
                                                                        • The implications
                                                                          • Family togetherness and parent-child bonding moment
                                                                            • The facts
                                                                              • The implications
                                                                              • Trend Applications

                                                                                  • Trend: Man in the Mirror
                                                                                    • Figure 7: Tide Plus Febreze Freshness Sport Victory Fresh Laundry Detergent, US, 2013
                                                                                  • Trends: Return to the expert
                                                                                    • Mintel futures: Brand Intervention
                                                                                    • Who’s Innovating?

                                                                                      • Household appliances’ eyes on families with young children
                                                                                        • Super-daddy bandwagon
                                                                                        • The Consumer – Understanding Different Types of Chinese Families

                                                                                          • Key points
                                                                                            • Different parenting styles of Chinese families
                                                                                              • Figure 8: Target Groups, April 2014
                                                                                            • Disciplinarian
                                                                                              • Demographic traits
                                                                                                • Parenting style - committed parents, sometimes stressed
                                                                                                  • “I need more time for my family.”
                                                                                                    • Disciplinary in buying things for children
                                                                                                      • Marketing opportunities
                                                                                                        • Family pleaser
                                                                                                          • Demographic traits
                                                                                                            • Parenting style - enjoy parenting and time with kids
                                                                                                              • “My own needs are important as well.”
                                                                                                                • Like to do shopping with children
                                                                                                                  • Marketing opportunities
                                                                                                                    • Permissive
                                                                                                                      • Demographic traits
                                                                                                                        • Parenting style - more relaxed approach in parenting
                                                                                                                          • Parenting information is important to them
                                                                                                                            • Attracted by children-friendly products and leisure places
                                                                                                                              • Marketing opportunity
                                                                                                                                • Relaxed
                                                                                                                                  • Demographic traits
                                                                                                                                    • Parenting style – more independent
                                                                                                                                      • More receptive to information other than their family members
                                                                                                                                        • Children have the most influence on out-of-home activities
                                                                                                                                          • Marketing opportunities
                                                                                                                                          • The Consumer – Responsibilities in the Household

                                                                                                                                            • Key points
                                                                                                                                              • Division of responsibilities remains traditional…
                                                                                                                                                • Figure 9: Responsibilities of different household duties, by gender, April 2014
                                                                                                                                              • …but there are trends to suggest dads are more involved as well
                                                                                                                                                • Simplify household duties, for busy mums, and dads too
                                                                                                                                                  • Making shopping easier for dads
                                                                                                                                                    • Gift marketing to dads
                                                                                                                                                      • Leisure-time planning is a family thing
                                                                                                                                                        • Young and low income families get more support from grandparents
                                                                                                                                                          • Figure 10: Responsibilities of different household duties – Someone else living with us (eg parents) is responsible for this, by demographics, April 2014
                                                                                                                                                        • Grandparents want to feel much younger and involved
                                                                                                                                                        • The Consumer – Important Aspects in Life

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 11: Important aspects in life that pay more attention to, by gender, April 2014
                                                                                                                                                            • Dads and mums are mostly aligned in their priorities
                                                                                                                                                              • Marketing health according to different family needs
                                                                                                                                                                • Figure 12: Selected important aspects in life, by age, April 2014
                                                                                                                                                                • Figure 13: Brand’s product offerings in Asian markets, 2009-12
                                                                                                                                                              • Convenience devices to help busy young parents
                                                                                                                                                                • Creating a kids-safe living environment
                                                                                                                                                                    • Figure 14: Household care products (Fabric care, hard surface care, dishwashing products and toilet care) with positioning claims for babies & toddlers (0-4 years old), China, UK and USA, 2011-14 (Jun)
                                                                                                                                                                  • The uniqueness about families in Wenzhou
                                                                                                                                                                    • Figure 15: Important aspects in life, Wenzhou, April 2014
                                                                                                                                                                • The Consumer – Influencing Power on Groceries Purchases

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 16: Source of influence in household groceries purchase, April 2014
                                                                                                                                                                    • Children’s needs are put first
                                                                                                                                                                      • Recommendation from peers wins over parents’
                                                                                                                                                                        • Figure 17: Selected source of influence in household groceries purchase, by gender, April 2014
                                                                                                                                                                      • Younger parents place more trust with the professionals
                                                                                                                                                                        • Figure 18: Source of influence – Recommendations from professionals, by parents’ age group, April 2014
                                                                                                                                                                      • Differences between high and low income groups
                                                                                                                                                                        • Figure 19: Sources of influence in household groceries purchase, by Monthly Household Income, April 2014
                                                                                                                                                                      • Sources of influence vary across cities
                                                                                                                                                                          • Figure 20: Factors contributing to household groceries purchase, by Wenzhou and Suzhou, April 2014
                                                                                                                                                                      • The Consumer – Children’s Influence Across Categories

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 21: Child(ren)’s influence, April 2014
                                                                                                                                                                          • Different level of children’s influences and pester power
                                                                                                                                                                              • Figure 22: Child(ren)’s influence, by Target Groups, April 2014
                                                                                                                                                                            • Children’s influence changes as they grow older
                                                                                                                                                                              • Figure 23: Child(ren)’s influence on selected household purchase decisions , by age of children, April 2014
                                                                                                                                                                            • More influence on holiday planning as they grow up
                                                                                                                                                                              • Parents of babies/toddlers are more careful about household care products
                                                                                                                                                                                • About two in 10 digital device purchases are influenced by children
                                                                                                                                                                                • The Consumer – Planning Out Family Leisure Activities

                                                                                                                                                                                  • Key points
                                                                                                                                                                                      • Figure 24: Consideration factors in planning family activities, April 2014
                                                                                                                                                                                    • Even in leisure activities, parents still think about helping kids to learn
                                                                                                                                                                                      • Parents with children under the age of 10 want more age-refined leisure activities
                                                                                                                                                                                        • Figure 25: Selected consideration factors in planning family activities, by children’s age, April 2014
                                                                                                                                                                                      • Making shopping journey less stressful for parents
                                                                                                                                                                                        • Well-known places or online recommendations are more important to parents with older kids
                                                                                                                                                                                          • Figure 26: Selected consideration factors in planning family activities, by children’s age, April 2014
                                                                                                                                                                                        • Discounts are less strong incentives for certain parents
                                                                                                                                                                                          • Attract returning visitors
                                                                                                                                                                                          • The Consumer – Attitudes towards Children’s Development

                                                                                                                                                                                            • Key points
                                                                                                                                                                                                • Figure 27: Attitudes towards children’s development, April 2014
                                                                                                                                                                                              • Most parents think talking with children is important
                                                                                                                                                                                                  • Figure 28: “Strongly agree” with attribute - Parent’s interaction and communication with kids (eg participating in family-bonding activities with them, listening to their problems/opinions) plays an important role in their development, by cities and tier, April 2014
                                                                                                                                                                                                • Tier two cities see children’s personality as important as academic achievement
                                                                                                                                                                                                  • ‘Time off’ digital devices
                                                                                                                                                                                                  • The Consumer – Attitudes towards Balancing Time and Needs

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                        • Figure 29: Attitudes towards balancing time and needs, April 2014
                                                                                                                                                                                                      • Dads feel more enjoyment from buying things for family
                                                                                                                                                                                                        • Embracing parent-children time
                                                                                                                                                                                                        • The Consumer – Attitudes towards Family Cohesion

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                              • Figure 30: Attitudes towards family cohesion, April 2014
                                                                                                                                                                                                            • Create more occasions and environment for family gathering
                                                                                                                                                                                                              • Dads are catching up on being socially active with family
                                                                                                                                                                                                                  • Figure 31: Agreement with attribute –‘ It is still important for family to be socially active in various activities (eg parent-child camping, family outing organized by company) after having a child’, by gender, April 2014
                                                                                                                                                                                                                • Consumers from lower tier cities value families’ views even more
                                                                                                                                                                                                                  • Figure 32: Agreement with attribute –‘ It is still important for family to be socially active in various activities (eg parent-child camping, family outing organized by company) after having a child’, by gender, April 2014
                                                                                                                                                                                                              • Appendix – Different Types of Chinese Families

                                                                                                                                                                                                                  • Figure 33: Target groups, April 2014
                                                                                                                                                                                                                  • Figure 34: Target groups, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 35: Responsibilities in the household, by target groups, April 2014
                                                                                                                                                                                                                  • Figure 36: Child(ren)’s influence, by target groups, April 2014
                                                                                                                                                                                                                  • Figure 37: Important aspects in life, by target groups, April 2014
                                                                                                                                                                                                                  • Figure 38: Consideration factors in planning family activities, by target groups, April 2014
                                                                                                                                                                                                                  • Figure 39: Source of influence in household groceries purchase, by target groups, April 2014
                                                                                                                                                                                                                  • Figure 40: Family lifestyle and attitudes, by target groups, April 2014
                                                                                                                                                                                                              • Appendix – Responsibilities in the Household

                                                                                                                                                                                                                  • Figure 41: Responsibilities in the household, April 2014
                                                                                                                                                                                                                  • Figure 42: Responsibilities in the household – Managing household finances, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 43: Responsibilities in the household – Car maintenance, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 44: Responsibilities in the household – Cooking meals, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 45: Responsibilities in the household – Grocery shopping, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 46: Responsibilities in the household – Doing housework, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 47: Responsibilities in the household – Buying gifts, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 48: Responsibilities in the household – Home DIY/repairs/renovation, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 49: Responsibilities in the household – Holiday planning, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 50: Responsibilities in the household – Organizing family leisure activities, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 51: Responsibilities in the household – Taking care of child(ren), by demographics, April 2014
                                                                                                                                                                                                                  • Figure 52: Responsibilities in the household – Taking care of other family members, by demographics, April 2014
                                                                                                                                                                                                              • Appendix – Important Aspects in Life

                                                                                                                                                                                                                  • Figure 53: Important aspects in life, April 2014
                                                                                                                                                                                                                  • Figure 54: Important aspects in life – Child(ren)’s education, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 55: Important aspects in life – Health of myself/my family members, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 56: Important aspects in life – Food safety, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 57: Important aspects in life – Spending more time with my family, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 58: Important aspects in life – Diet of myself/my family members, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 59: Important aspects in life – Financial wellbeing, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 60: Important aspects in life – Home living environment, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 61: Important aspects in life – Time management, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 62: Important aspects in life – Keeping myself updated with the times, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 63: Important aspects in life – Furthering my career, by demographics, April 2014
                                                                                                                                                                                                              • Appendix – Influencing Power on Grocery Purchases

                                                                                                                                                                                                                  • Figure 64: Source of influence in household groceries purchase, April 2014
                                                                                                                                                                                                                  • Figure 65: Most popular Source of influence in household groceries purchase, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 66: Next most popular Source of influence in household groceries purchase, by demographics, April 2014
                                                                                                                                                                                                              • Appendix – Children’s Influence Across Categories

                                                                                                                                                                                                                  • Figure 67: Child(ren)’s influence, April 2014
                                                                                                                                                                                                                  • Figure 68: Child(ren)’s influence – Durable goods, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 69: Child(ren)’s influence – Groceries, clothes and accessories, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 70: Child(ren)’s influence – Outing/leisure/holiday, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 71: Child(ren)’s influence – Education and healthcare, by demographics, April 2014
                                                                                                                                                                                                              • Appendix – Planning Out Family Leisure Activities

                                                                                                                                                                                                                  • Figure 72: Consideration factors in planning family activities, April 2014
                                                                                                                                                                                                                  • Figure 73: Most popular consideration factors in planning family activities, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 74: Next most popular consideration factors in planning family activities, by demographics, April 2014
                                                                                                                                                                                                              • Appendix – Family Lifestyle and Attitudes

                                                                                                                                                                                                                  • Figure 75: Family lifestyle and attitudes, April 2014
                                                                                                                                                                                                                  • Figure 76: Agreement with the statement ‘Parent’s interaction and communication with kids plays an important role in their development’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 77: Agreement with the statement ‘It is important for the family to gather on certain occasions’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 78: Agreement with the statement ‘Kids having a good personality is more important than doing well academically’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 79: Agreement with the statement ‘It is still important for family to be socially active in various activities after having a child’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 80: Agreement with the statement ‘Children should spend time helping with house chores rather than studying all the time’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 81: Agreement with the statement ‘It is important to listen to opinions from other family members before making the final decision’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 82: Agreement with the statement ‘I feel more satisfied about buying things for my family than for myself’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 83: Agreement with the statement ‘My own needs usually take second place after my child(ren)’s’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 84: Agreement with the statement ‘I prefer to take care of my children myself rather than giving these responsibilities to another person’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 85: Agreement with the statement ‘Products/services that can help to make my life easier’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 86: Agreement with the statement ‘Letting children spending too much time using internet/digital devices is not good for their development’, by demographics, April 2014
                                                                                                                                                                                                                  • Figure 87: Agreement with the statement ‘Taking care of my child(ren) has left me little time for other things’, by demographics, April 2014

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                              Marketing to Families - China - August 2014

                                                                                                                                                                                                              £3,195.84 (Excl.Tax)