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Marketing to Mums - China - December 2014

“According to the National Bureau of Statistics, there are more than 15 million women giving birth to babies in China every year, with the majority of them (about 65%) being first-time mums. The proportion of first-time mums is even higher amongst urban consumers – reaching an average of 89% over the past three years among mums living in tier one to three cities who are surveyed in Mintel’s online interview.

The fact that these mums have experienced radical changes in their life over the past a few years – from being a little empress to their own parents to becoming responsible for their own family and kids – requires them to gain new physical skills (eg, cooking, baby care), setting up new goals in life (both for themselves and for other family members) as well as making more efficient use of their time and effort to be able to accomplish their goals.

It is undoubted that mums will be looking for support – both physical and emotional – from companies and society to aid them through the process.”
– Laurel Gu, Senior Research Analyst

In this report, we look into the following questions:

  • What are mums’ key roles and responsibilities within the family?
  • What do mums miss the most after giving birth to their babies?
  • What are mums’ plans and priorities for the future?
  • What are mums’ most desired achievements in life?
  • What are mums’ main concerns for their babies?
  • Mums’ attitude towards parenting?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Mums’ responsibilities and personal pursuits
              • Most hands-on: grocery shopping and children’s education
                • Figure 1: Mums’ responsibilities, August 2014
              • Most missed: personal time and good appearance
                • Figure 2: Things mums concern the most after having the baby, August 2014
              • Most want to achieve: better cooking skills and family outing time
                • Figure 3: Plans for the next 3 years, August 2014
              • Most desired compliment: a happy marriage/family life
                • Figure 4: Mums’ most desired complimentary words, August 2014
              • Mums’ concerns and aspirations for their babies
                • Moving from IQ to EQ development
                  • Figure 5: Mums’ main concerns for the baby, August 2014
                • Great differences in mums’ parenting approach
                  • Figure 6: Agreement with attitudinal statements, by psychographic group, August 2014
                • Key issues
                  • Opportunities for beauty products innovation targeted at mums
                    • Win working mums’ heart by marketing company ethics
                      • A new focus point – cultivating the baby’s social characteristics
                        • Differences in mums across city tiers
                          • What we think
                          • Issues and Insights

                              • Scope for beauty products innovations targeting at mums
                                • The facts
                                  • The implications
                                      • Figure 7: Product examples of beauty and personal care products targeting mums, UK and Germany, 2014
                                    • Win working mums’ heart by marketing company ethics
                                      • The facts
                                        • The implications
                                          • A new focus point – cultivating the baby’s social characteristics
                                            • The facts
                                              • The implications
                                                • Differences in mums across city tiers
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Switch off
                                                          • Life – an informal affair
                                                            • Life Hacking
                                                            • Demographic Profile of Mums Studied in this Research

                                                              • Key points
                                                                • Mums in tier one cities give birth to their baby at an older age
                                                                  • Figure 8: Fertility rate (1st birth), by women’s age, China, 2003-13
                                                                  • Figure 9: Age of mums in consumer research sample, by city tier, August 2014
                                                                • Younger mums are in a tighter financial situation
                                                                  • Figure 10: Mums’ income, by age, August 2014
                                                                • Nine out of 10 are first-time mums
                                                                  • Figure 11: Mums’ income, by number of children, August 2014
                                                                  • Figure 12: Birth rate, fertility rate and number of women falling into child bearing age, China, 2003-2018 (est)
                                                                  • Figure 13: Second-time mums, by city, August 2014
                                                              • Mums’ Family Responsibilities

                                                                • Key points
                                                                  • Elite mums tend to do more
                                                                    • Figure 14: Mums’ responsibilities, August 2014
                                                                  • Training the baby into good living habits is among mums’ top priorities
                                                                    • Figure 15: Example of product specially designed for training babies into good living habits, Japan, 2012
                                                                  • However mum cannot be the superwoman by herself
                                                                    • Figure 16: Responsibilities taken amongst family members, August 2014
                                                                    • Figure 17: Mums who delegate cooking and housework to a hired person, by income, August 2014
                                                                • Attitudes towards Changes in Life

                                                                  • Key points
                                                                    • Loss of personal time is what mums miss the most
                                                                      • Figure 18: Things mums concern the most after having the baby, August 2014
                                                                      • Figure 19: Mums’ concerns for having less personal time, by income, August 2014
                                                                    • Opportunity for brands to take an emotional approach to target mums
                                                                      • Figure 20: Example of products designed to help mums relieve their tension, USA, 2010
                                                                    • Opportunity for personal care and health brands to target mums
                                                                      • Figure 21: Mums’ health concerns, by age, August 2014
                                                                    • Offering cost-saving solutions to straitened mums
                                                                      • Figure 22: Mums’ concerns on finances and stress, by income, August 2014
                                                                  • Mums’ Personal Goals over the Next Three Years

                                                                    • Key points
                                                                      • Improving cooking skills and having more family outings are top priorities
                                                                        • Figure 23: Plans for the next 3 years, August 2014
                                                                        • Figure 24: Example of household appliance product advertisements highlighting family happiness, China, 2014
                                                                      • Aspirations for making personal achievements
                                                                        • Wanting to get rid of work pressure
                                                                          • Willingness to have another baby goes up with income
                                                                            • Figure 25: Plan for “having another baby” in the next 3 years, by household income and city, August 2014
                                                                        • Mums’ Most Desired Compliments

                                                                          • Key points
                                                                            • A happy marriage is regarded as the cornerstone of mums’ happiness
                                                                              • Figure 26: Mums’ most desired complimentary words, August 2014
                                                                            • Brands can engage mums by helping them demonstrate their achievements
                                                                              • Figure 27: Mums’ most desired complimentary words (any), by demographics, August 2014
                                                                          • Mums’ Concerns for the Baby

                                                                            • Key points
                                                                              • Food safety is mums’ key focus area
                                                                                • Figure 28: Mums’ main concerns for the baby, August 2014
                                                                                • Figure 29: Example of organic supplementary baby food, China, 2014
                                                                              • Environmental issues become of increasing concern
                                                                                • Figure 30: Mums’ concerns for physical injuries and diseases, by income and city tier, August 2014
                                                                                • Figure 31: Example of household care products featuring anti-bacteria claims targeted at mums, China, 2014
                                                                              • Social cultivation comes before intellectual development
                                                                                • Figure 32: Mums’ concern for “a lack of socialisation skills”, by baby’s age, August 2014
                                                                            • Mums’ Attitudes towards Parenting

                                                                              • Key points
                                                                                • Five types of mums
                                                                                  • Figure 33: Mums segmentation, by parental attitude, August 2014
                                                                                  • Figure 34: Agreement with attitudinal statements, by psychographic group, August 2014
                                                                              • Appendix – Family Roles and Responsibilities

                                                                                  • Figure 35: Mums’ family responsibilities, August 2014
                                                                                  • Figure 36: Responsibilities taken amongst family members, August 2014
                                                                                  • Figure 37: Mums’ family responsibilities – Cooking, by demographics, August 2014
                                                                                  • Figure 38: Mums’ family responsibilities – Grocery shopping, by demographics, August 2014
                                                                                  • Figure 39: Mums’ family responsibilities – Doing housework, by demographics, August 2014
                                                                                  • Figure 40: Mums’ family responsibilities – Taking care of baby’s everyday life, by demographics, August 2014
                                                                                  • Figure 41: Mums’ family responsibilities – Taking care of the baby’s education, by demographics, August 2014
                                                                                  • Figure 42: Mums’ family responsibilities – Training the baby to have good living habits, by demographics, August 2014
                                                                                  • Figure 43: Mums’ family responsibilities – Playing with the baby at home, by demographics, August 2014
                                                                                  • Figure 44: Mums’ family responsibilities – Taking the baby out of home to play, by demographics, August 2014
                                                                              • Appendix – Attitudes towards Changes in Life

                                                                                  • Figure 45: Things mums concern the most after having the baby, August 2014
                                                                                  • Figure 46: Most common things that concern mums after having a baby, by demographics, August 2014
                                                                                  • Figure 47: Next most common things that concern mums after having a baby, by demographics, August 2014
                                                                              • Appendix – Personal Goals over the Next 3 Years

                                                                                  • Figure 48: Mums’ plans for the next 3 years, August 2014
                                                                                  • Figure 49: Mums’ plans for the next 3 years – Have another baby, by demographics, August 2014
                                                                                  • Figure 50: Mums’ plans for the next 3 years – Take an easier job, by demographics, August 2014
                                                                                  • Figure 51: Mums’ plans for the next 3 years – Take a job with more flexible working hours, by demographics, August 2014
                                                                                  • Figure 52: Mums’ plans for the next 3 years – Become a housewife, by demographics, August 2014
                                                                                  • Figure 53: Mums’ plans for the next 3 years – Invest in financial products, by demographics, August 2014
                                                                                  • Figure 54: Mums’ plans for the next 3 years – Improve my cooking skills, by demographics, August 2014
                                                                                  • Figure 55: Mums’ plans for the next 3 years – Develop a new hobby, by demographics, August 2014
                                                                                  • Figure 56: Mums’ plans for the next 3 years – Improve my appearance/body shape, by demographics, August 2014
                                                                                  • Figure 57: Mums’ plans for the next 3 years – Further my education, by demographics, August 2014
                                                                                  • Figure 58: Mums’ plans for the next 3 years – Organise more family outings/holidays, by demographics, August 2014
                                                                                  • Figure 59: Mums’ plans for the next 3 years – Improve my home living environment, by demographics, August 2014
                                                                              • Appendix – Most Desired Achievements

                                                                                  • Figure 60: Mums’ most desired complimentary words, August 2014
                                                                                  • Figure 61: Most popular mums’ most desired complimentary words – All, by demographics, August 2014
                                                                                  • Figure 62: Next most popular mums’ most desired complimentary words – All, by demographics, August 2014
                                                                                  • Figure 63: Most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014
                                                                                  • Figure 64: Next most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014
                                                                              • Appendix – Concerns for the Baby

                                                                                  • Figure 65: Mums’ main concerns for the baby, August 2014
                                                                                  • Figure 66: Most popular mums’ main concerns for the baby, by demographics, August 2014
                                                                                  • Figure 67: Next most popular mums’ main concerns for the baby, by demographics, August 2014
                                                                              • Appendix – Attitude towards Parenting

                                                                                  • Figure 68: Attitude towards parenting, August 2014
                                                                                  • Figure 69: Agreement with the statement ‘‘A mum’s top achievement is to make her child become outstanding’, by demographics, August 2014
                                                                                  • Figure 70: Agreement with the statement ‘It is important to set strict rules for disciplining my child(ren) from an early age’, by demographics, August 2014
                                                                                  • Figure 71: Agreement with the statement ‘Early education benefits children’s intelligence development’, by demographics, August 2014
                                                                                  • Figure 72: Agreement with the statement ‘A child’s personality is determined more by the parenting they receive than by nature’, by demographics, August 2014
                                                                                  • Figure 73: Agreement with the statement ‘Having close communications with child(ren) is more important than being authoritative’, by demographics, August 2014
                                                                                  • Figure 74: Agreement with the statement ‘Children will have better personalities if they grow up in a carefree environment’, by demographics, August 2014
                                                                                  • Figure 75: Agreement with the statement ‘It is more important for children to live a happy life than outperform their peers’, by demographics, August 2014
                                                                                  • Figure 76: Agreement with the statement ‘Giving my children what they ask for can help strengthen our bond with each other’, by demographics, August 2014
                                                                                  • Figure 77: Agreement with the statement ‘Parents should provide their children with the best living conditions possible’, by demographics, August 2014
                                                                                  • Figure 78: Agreement with the statement ‘It is hard not to be filled with anxiety when my child(ren) is not around’, by demographics, August 2014
                                                                                  • Figure 79: Agreement with the statement ‘I am confident in the way I raise my child(ren)’, by demographics, August 2014
                                                                              • Appendix – Five Types of Mums based on their Attitudes towards Parenting

                                                                                  • Figure 80: Mums segmentation, by parental attitude, August 2014
                                                                                  • Figure 81: Target groups, by demographics, August 2014
                                                                                  • Figure 82: Responsibilities taken amongst family members, by target groups, August 2014
                                                                                  • Figure 83: Mums’ main concerns for the baby, by target groups, August 2014
                                                                                  • Figure 84: Things mums miss the most after having the baby, by target groups, August 2014
                                                                                  • Figure 85: Mums’ most desired complimentary words, by target groups, August 2014
                                                                                  • Figure 86: Mums’ plans for the next 3 years, by target groups, August 2014
                                                                                  • Figure 87: Attitude towards child raising, by target groups, August 2014

                                                                              Companies Covered

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

                                                                              Marketing to Mums - China - December 2014

                                                                              US $3,990.00 (Excl.Tax)