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Description

Description

Covered in this report

The report aims to understand the lifestyle and spending priorities of young families that consist of parents aged 20-39 with children aged 0-6, to discover their awareness and values when it comes to child-rearing. What’s more, this Report also discusses parents’ top choices of extracurricular education and what kind of information they rely on when choosing child-related products or services. Additionally, young parents’ brand awareness also is discussed. By fully understand young parents’ lifestyles and parenting attitudes towards children, the Report provides brands with new perspectives to build effective marketing strategies.

“Changes in parents’ attitudes towards teaching and parenting have directly influenced their preferences when choosing child-related products and services. Free-range parenting, which differs from traditional thinking, is increasingly accepted. Young parents are more likely to encourage their children to participate in various activities, including sports and other skills training, and are more aware of the effectiveness and convenience of digital parenting. As such, young parents are more accepting of online learning tools, educational toys and wearable devices in child-rearing. In addition, social commerce could play a more important role in both communication and marketing. It is important for brands to develop new products and new marketing strategies to stay successful in the highly fragmented child-related market.”

- Alan Xie, Associate Research Analyst

This report will look at the following areas:

  • Increasingly accepted free-range parenting attitude and the power of sports concept marketing
  • Digital parenting, including online learning tools, intellectual toys and wearable devices, is welcomed by young parents
  • Social commerce more than merely a portal to e-commerce, ensures increased audience trust and engagement

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
            • Average basic spending on children under 6 years old is as much as RMB3,000 per month
              • Figure 1: Child-related expenses, January 2020
            • Most surveyed families with 0-6-year-old children get grandparents’ support
              • Figure 2: Support from grandparents, by age, January 2020
              • Figure 3: Support from grandparents, by city tier, January 2020
            • High awareness of the importance of sports and outdoor activities
              • Figure 4: Extracurricular courses, January 2020
            • Strong awareness of practical skills training, including hands-on activities, and computer programming
              • Figure 5: Extracurricular courses, by education level, January 2020
            • Only 45% of surveyed parents mention word of mouth among the three most used information channels for child-related products
              • Figure 6: Information channels, January 2020
            • Parenting magazines are still popular in tier two cities and among moms
              • Figure 7: Information channels, by gender and city tier, January 2020
            • Safety is the top concern, followed by good value for money
              • Figure 8: Preferred brand attributes, January 2020
            • Promotions on brands and technology will be more effective in tier three cities than tier one and two cities
              • Figure 9: Preferred brand attributes, by city tier, January 2020
            • Education and hobbies are the top areas parents are willing to spend more on, while digital devices come last
              • Figure 10: Future spending emphasis, January 2020
            • Digital devices are not a priority to invest in
              • Figure 11: Future spending emphasis, by education level, January 2020
            • Free-range parenting is gradually accepted by today’s parents
              • Figure 12: Parenting attitude, by generation, January 2020
            • 40% of parents think online learning lessons can replace offline lessons
              • Figure 13: Parenting attitude, by generation, January 2020
            • What we think
            • Issues and Insights

              • Increasingly accepted free-range parenting attitude and the power of sports concept marketing
                • The facts
                  • The implications
                    • Figure 14: Milo sports program, January 2020
                  • Digital parenting, including online learning tools, intellectual toys and wearable devices, is welcomed by young parents
                    • The facts
                      • The implications
                        • Figure 15: Pampers’ Lumi parenting system, January 2020
                      • Social commerce more than merely a portal to e-commerce, ensures increased audience trust and engagement
                        • The facts
                          • The implications
                              • Figure 16: Promotion of mom’s social commerce on jd.com, January 2020
                          • The Consumer – What You Need to Know

                            • Basic expenditure on children under 6 years old is around RMB3,000 per month on average
                              • Sports and practical skills are other increasingly emphasised areas
                                • Word of mouth is the most mentioned single information channel, while the influence of social media overall is the strongest
                                  • Safety is still the top concern for child-related products or services
                                    • Free-range parenting increasingly accepted by today’s parents
                                    • Spending on Children

                                      • Average basic spending on children under 6 years old is as much as RMB3, 000 per month
                                          • Figure 17: Child-related expenses, January 2020
                                          • Figure 18: Average spending on four categories, by age of children, January 2020
                                        • Low household income families spend a quarter of their total household income on their children
                                          • Figure 19: Average household income, by income level, January 2020
                                        • Most surveyed families with 0-6-year-old children get grandparents’ support
                                          • Figure 20: Support from grandparents, by age, January 2020
                                          • Figure 21: Support from grandparents, by city tier, January 2020
                                        • Grandparents’ financial aid has little effect on education and diet but more on wear and leisure
                                          • Figure 22: Child-related expenses, by aid received, January 2020
                                      • Extracurricular Education

                                        • High awareness of the importance of sports and outdoor activities
                                          • Figure 23: Extracurricular courses, January 2020
                                          • Figure 24: Extracurricular courses, by income level, January 2020
                                          • Figure 25: Parenting attitude, by income level, January 2020
                                        • Being well prepared for academic lessons in primary school and the concept of “not losing at the start line”
                                          • Figure 26: Extracurricular courses, by children’s age, January 2020
                                          • Figure 27: Parenting attitude, by education level, January 2020
                                        • Early start for dance, art and music lessons to help children build confidence
                                          • Figure 28: Extracurricular courses, by children’s age, January 2020
                                          • Figure 29: Extracurricular course, by city tier, January 2020
                                        • Strong awareness of practical skills training, including hands-on activities, and computer programming
                                            • Figure 30: Extracurricular courses, by education level, January 2020
                                        • Information Channels

                                          • Only 45% of surveyed parents mention word of mouth among the three most used information channels for child-related products
                                            • Figure 31: Information channels, January 2020
                                          • Online forums more welcomed by high household income parents, while short video and live streaming more popular with low household income parents
                                            • Figure 32: Information channels, by income level, January 2020
                                          • Parenting magazines are still popular in tier two cities and among moms
                                            • Figure 33: Information channels, by gender and city tier, January 2020
                                          • Usage of e-commerce platforms is influenced by children’s age and more popular among parents from tier one cities
                                            • Figure 34: Information channels, by city tier and age of children, January 2020
                                        • Preferred Brand Attributes

                                          • Safety is the top concern, followed by good value for money
                                            • Figure 35: Preferred brand attributes, January 2020
                                          • Promotions on brands and technology are more effective in tier three cities than tier one and two cities
                                            • Figure 36: Preferred brand attributes, by city tier, January 2020
                                          • Ethical labels and celebrity effect are more effective with high-income consumers
                                            • Figure 37: Preferred brand attributes, by income level, January 2020
                                        • Future Spending Emphasis

                                          • Education and hobbies are the priority parents will continue to invest more in
                                            • Figure 38: Future spending emphasis, January 2020
                                            • Figure 39: Parenting attitude, by generation, January 2020
                                          • More parents of low household income are willing to compromise their own enjoyment and invest in children’s education
                                            • Figure 40: Future spending emphasis, by income level, January 2020
                                            • Figure 41: Parenting attitude, by income level, January 2020
                                          • Digital devices are not a priority to invest in
                                            • Figure 42: Future spending emphasis, by education level, January 2020
                                            • Figure 43: Parenting attitude, by education level, January 2020
                                        • Parenting Style and Expectations

                                          • Free-range parenting is being gradually accepted by today’s parents
                                            • Figure 44: Parenting attitude, by generation, January 2020
                                          • More postgraduate-educated parents would prefer their children take it easy rather than get involved in fiercer competition
                                            • Figure 45: Parenting attitude, by education level, January 2020
                                          • 40% of parents think online learning lessons can replace offline lessons
                                            • Figure 46: Parenting attitude, by generation, January 2020
                                        • Meet the Mintropolitans

                                          • Free-range parenting is more welcomed by MinTs
                                            • Figure 47: Parenting attitude, by consumer classification, January 2020
                                          • MinTs are more willing to invest more on children, even for digital devices
                                            • Figure 48: Preferred brand attributes, by consumer classification, January 2020
                                          • MinTs tend to acquire information from specialized channels
                                            • Figure 49: Information channels, by consumer classification, January 2020
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • 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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