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Description

Description

“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

This report looks at the following areas:

  • Marketing to children and “kidults”
  • Themes of precious father-child time
  • Balance between parental supervision and children’s independence

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The consumer
            • Chinese families spend a lot of time together, ranging from watching TV to shopping together
              • Figure 1: Time with child, October 2019
            • Fathers play with children more when they are young
              • Figure 2: Time with child, by gender and grade, October 2019
              • Figure 3: Time with child, by gender and grade, October 2019
            • Most teenagers still shop with their mothers and fathers
              • Figure 4: Time with child, by gender and grade, October 2019
            • Children free to choose hobbies based on their own interests
              • Figure 5: Freedom of choice, October 2019
            • Parents in tier one cities are inclined to give children more freedom in all aspects
              • Figure 6: Freedom of choice, by city tier, October 2019
            • Parents’ decisions on food and holidays are highly influenced by children
              • Figure 7: Influence of children on family, October 2019
            • Mothers listen more to children’s opinions
              • Figure 8: Influence of children on family, by gender, October 2019
            • Being a parent, being well-organized
              • Figure 9: Lifestyle of parents, October 2019
            • Behaviour as parents determines children’s behaviour
              • Figure 10: Parents’ impact on children, by parents’ lifestyle, October 2019
            • Independence is the most emphasized trait for children
              • Figure 11: Expectations on child, October 2019
            • Household income can influence value of traits
              • Figure 12: Expectations on child, by income level, October 2019
            • What we think
            • Issues and Insights

              • Marketing to children and “kidults”
                • The facts
                  • The implications
                      • Figure 13: poster of children’s day from Oreo, October 2019
                    • Themes of precious father-child time
                      • The facts
                        • The implications
                          • Figure 14: Poster for Father’s Day of from BMW, October 2019
                        • Balance between parental supervision and children’s independence
                          • The facts
                            • The implications
                              • Figure 15: Tomato to do app
                          • The Consumer – What You Need to Know

                            • Chinese families spend a lot of time together, fathers play with children more when they are young
                              • Children are allowed to choose hobbies based on their own interests
                                • Parents’ decisions on food and holidays are highly influenced by children
                                  • Parents’ lifestyle behaviours influence children mostly in terms of following trends and sharing
                                    • Independence is the most emphasized trait for children
                                    • Family Activities & Communications

                                      • Most families with children in primary school to high school have meals at home together
                                        • Figure 16: Time with child, by grade, October 2019
                                        • Figure 17: Time with child, by grade, October 2019
                                      • Chinese families spend a lot of time together, ranging from watching TV to shopping together
                                        • Figure 18: Time with child, October 2019
                                      • Fathers play with children more when they are young
                                        • Figure 19: Time with child, by gender and grade, October 2019
                                        • Figure 20: Time with child, by gender and grade, October 2019
                                      • Most teenagers still shop with their mothers and fathers
                                        • Figure 21: Time with child, by gender and grade, October 2019
                                      • Over half of families talk to their children about their school life more than 3 days a week
                                        • Figure 22: Time with child, by grade, October 2019
                                      • Parents with higher educational background are more willing to discuss news and financial topics with children
                                        • Figure 23: Time with child, by grade, October 2019
                                        • Figure 24: Time with child, by grade, October 2019
                                        • Figure 25: Time with child, by education level, October 2019
                                        • Figure 26: Time with child, by education level, October 2019
                                    • Children’s Voice in Making Choices

                                      • Children free to choose hobbies based on their own interests
                                        • Figure 27: Freedom of choice, October 2019
                                        • Figure 28: Freedom of choice, by grade, October 2019
                                      • Up to 65% of high school children have their say on fashion and diet
                                        • Figure 29: Freedom of choice, by grade, October 2019
                                      • Freedom of entertainment choices strictly limited even among high school children
                                        • Figure 30: Freedom of choice, by grade, October 2019
                                      • Parents in tier one cities are inclined to give children more freedom in all aspects
                                        • Figure 31: Freedom of choice, by city tier, October 2019
                                    • Children’s Influence on Family Decisions

                                      • Parents’ decisions on food and holidays are highly influenced by children
                                        • Figure 32: Influence of children on family, October 2019
                                        • Figure 33: Influence of children upon family, by grade, October 2019
                                        • Figure 34: Autonomy of children, by grade, October 2019
                                        • Figure 35: Influence of children on family, by grade, October 2019
                                      • Parents with high income are more likely to involve children in purchasing decisions
                                        • Figure 36: Influence of children on family, by income level, October 2019
                                      • Mothers listen more to children’s opinions
                                        • Figure 37: Influence of children on family, by gender, October 2019
                                    • Parents’ Impact on Children

                                      • Being a parent, being well-organized
                                        • Figure 38: Lifestyle of parents, October 2019
                                      • Parents’ purchase behaviours differ by age but similar in general
                                        • Figure 39: Lifestyle of parents, by age, October 2019
                                      • Mothers more confident, price-sensitive
                                        • Figure 40: Lifestyle of parents, by gender, October 2019
                                      • Children are keener to follow trends, while less organized than their parents
                                        • Figure 41: Lifestyle of children, October 2019
                                      • Parents’ lifestyle behaviours influence children mostly in terms of following trends and sharing
                                        • Figure 42: parents’ impact on children, by parents’ lifestyle, October 2019
                                      • Children of low household income families are more price sensitive but also more willing to pay extra for better service than their parents
                                        • Figure 43: Lifestyle of children, by income level, October 2019
                                        • Figure 44: parents’ impact on children, by parents’ lifestyle, October 2019
                                    • Expectations on Children

                                      • Independence is the most emphasized trait for children
                                        • Figure 45: Expectations on child, October 2019
                                      • Household income can influence value of traits
                                        • Figure 46: Expectations on child, by income level, October 2019
                                      • Easy-going and independent character more valued by fathers, while mothers prefer developing child’s IQ
                                        • Figure 47: Expectations on child, by gender, October 2019
                                    • Appendix – Methodology and Abbreviations

                                      • Abbreviations

                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                      • Market

                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                      • Consumer

                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                      • Brand/Company

                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                      • Data

                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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