Consumer Lifestyles: Meet the Little Emperors - China - November 2012
US $4,459.99 (Excl.Tax)Excl. Tax Buy Now
“China’s ‘Little Emperors’ are the youth of the country’s nascent emerging middle class. Growing up in families with higher-than-average discretionary incomes, no siblings and active grandparents, they are the beneficiaries of rising expenditure on children. However, a rigid education system and a heavy burden of expectation means that they are under pressure to succeed while the absence of ‘second chance parenting’ leads many parents to seek to protect their child through spending on items that they believe will safeguard their future.”
– Matthew Crabbe, Research Director
Some questions answered in this report include:
China’s One-Child Policy was launched in 1979, just after the population topped 1 billion, and was aimed at drastically reducing the rapid population growth. As a result, more than eight in ten Chinese families in tier 1 and tier 2 cities now have only one child, the so-called “Little Emperor”. The major social consequence of the One-Child Policy has been that expectations for the Little Emperors are now exceptionally high.
As parents don’t get a second chance to conceive, the pressure not to fail in raising their only child is intense. It created the now infamous images of the rather stereotypical, but not wholly inaccurate, representation of ‘Tiger Mums’. These mothers tend to be hyper-involved in all aspects of their children’s upbringing and push their Little Emperors towards academic success, even at the expense of their leisure time. This pressure to succeed leads to a heavy investment in babies and young children, in order to improve their education, career and future earnings prospects, whilst also catering to their every need. However, as a result of mollycoddling, only children develop expectations of their own, as to what they should be provided with as they grow up.
This report delves into how the modern urban Chinese middle class family operates and structures itself around the single child, which is crucial to understanding how to design, market and sell a range of products and services to this important consumersegment. Quite simply, brands and manufacturers ignore the Little Emperor at their peril.
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.