Children's product brands' breakthrough strategies: expand outward and connect with a wide range of purchase decision-makers and users, while creating a combination of high-quality products and spaces for differentiated experiences.
Binyan Yao, Research Analyst, Retail, China
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Executive summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: trading up or down tendency of children’s products, 2023
- Graph 2: purchasing channels of children's products, 2023
- Graph 3: source of information when purchasing children's products, 2023
- Graph 4: attractiveness of offline channels, 2023
- Graph 5: factors to consider when purchasing children’s clothing and footwear for different ages, 2023
- Graph 6: purchasing factors for children’s toys, 2023
- Issues and insights
- What we think
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The market
- Market Overview
- Graph 7: proportion of children aged 0-14 in the total population (sample survey), 2012-22
- Market factors
- Graph 8: confidence in improving financial situation in the next three months, by selected confidence levels, 2020-24
- Graph 9: parenting styles and mindset, 2023
- Marketing activities
- New product trends
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The consumer
- Trading up or down tendency of children’s products
- Graph 10: purchased the following children's products in the last 12 months, by gender, 2023
- Graph 11: trading up or down tendency of children’s products, 2023
- Graph 12: trading up for children's products, buying the more expensive product from the same brand vs buying from a more expensive brand, 2023
- Graph 13: trading up or down tendency of children's clothing and footwear, by monthly household income, 2023
- Purchasing channels of children's products
- Graph 14: purchasing channels of children's products, 2023
- Graph 15: purchasing channels of children's products, by age, 2023
- Graph 16: purchasing channels of children's products – offline channels, by children's age, 2023
- Source of information when purchasing children's products
- Graph 17: source of information when purchasing children's products, 2023
- Graph 18: source of information when purchasing children's products, by age, 2023
- Attractiveness of offline channels
- Graph 19: attractiveness of offline channels, 2023
- Graph 20: attractiveness of offline channels, by children's age, 2023
- Graph 21: attractiveness of offline channels, by generation, 2023
- Purchasing factors for children’s clothing and footwear
- Graph 22: factors to consider when purchasing children’s clothing and footwear for different ages, 2023
- Graph 23: factors to consider when purchasing children's clothing and footwear for children aged 10-12 – well-known domestic brands vs well-known foreign brands, by monthly household income, 2023
- Graph 24: factors to consider when purchasing children's clothing and footwear for different ages – well-known domestic brands vs well-known foreign brands, 2023
- Graph 25: purchasing factors for children’s clothing and footwear – children aged 4-6, by trend of trading up or down in children’s clothing and footwear, 2023
- Purchasing factors for children’s toys
- Graph 26: purchasing factors for children’s toys, 2023
- Graph 27: purchasing factors for children’s toys – children aged 7-9, by age, 2023
- Graph 28: purchasing factors for children’s toys – children aged 7-9, by monthly household income, 2023
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Issues and insights
- Create experiential spaces for children's products to boost sales
- Effectively reach diverse decision-makers for purchasing children's products
- Addressing consumers' 'want it all' attitude: meeting demands for both quality and aesthetics
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Appendix – methodology and abbreviations
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