Marketing to Modern Families - China - November 2019
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“Parents and children in Chinese families still spend a lot of time together, but parent-child relations have been changing. More parents have realized the importance of developing independence in their children and in many areas are willing to let them choose what to buy. At the same time, children are also more involved in the family’s decision-making process and their opinions are taken into account when purchase decisions are made. Brands could generate increased awareness by strengthening their communications to influence not only the adults but also the children in the family, and helping build friendly relationships in modern families.”
– Alan Xie, Associate Research Analyst
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