2020
0
China Family Leisure Market Report 2020
2020-11-28T03:03:45+00:00
OX990494
3695
128083
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"},{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
“Powering children’s leisure activities with learning motivates family leisure spending. ‘Learning’ has been intensively interpreted as knowledge and intelligence building for children, making this a crowded field. Leveraging parents’ passion…

China Family Leisure Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Family Leisure – China market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Travel and entertainment spending are forecast to fall by 59.2% and 15.7% respectively in 2020 due to the COVID-19 outbreak. Focusing on the parent-children demographic is important for business recovery, as families’ financial status is improving and leisure spending related to children is more resilient than parents’ own activities. Parenting goals are evolving. More importance is attached to areas beyond academic excellence, such as children’s physical and mental health, character-shaping, hobbies and life skills. These introduce “white spaces” for leisure service innovation.

Expert analysis from a specialist in the field

Written by Saskia Zhao, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Powering children’s leisure activities with learning motivates family leisure spending. ‘Learning’ has been intensively interpreted as knowledge and intelligence building for children, making this a crowded field. Leveraging parents’ passion to engage children in the kitchen and develop art and sport skills are new ‘ingredients’ to watch.
Parenting goals are evolving. Parents are attaching importance to areas beyond academic excellence.

Saskia Zhao
Senior Leisure Analyst

Table of Contents

  1. Overview

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

            • The market
              • Overall leisure spending forecast to decrease in 2020
                • Figure 1: Holiday and leisure entertainment expenditure, 2018-20 (fore)
              • Families with children drive business recovery
                • Going beyond academic excellence
                  • Innovations focus intensively on knowledge
                    • Decreasing population aged 0-19 challenges the market
                      • Figure 2: Forecast of population aged 0-19, 2019-23 (fore)
                    • Trend and innovation highlights
                      • Key themes in family leisure: learning, mental wellbeing and social responsibilities
                        • Innovations leveraging the key themes
                          • The consumer
                            • Parents involved personally in childcare
                              • Figure 3: Children’s carers, September 2020
                            • More attention to physical and mental health
                              • Figure 4: Parenting goals, September 2020
                            • Balanced leisure time for children
                              • Figure 5: Children’s leisure time allocation, September 2020
                            • Maximised benefits expected from art and sport programmes
                              • Figure 6: Reasons for developing children’s artistic or sport skills, September 2020
                            • Family travel allocated more budget than academic tutoring
                              • Figure 7: Future budget allocation for family leisure activities, September 2020
                            • Novel social media enters parenting field with parents’ trust in their content
                              • Figure 8: Information channels for parenting knowledge, September 2020
                            • Parents more actively engaged in helping children grow
                              • Figure 9: Attitudes towards parent-children time, September 2020
                            • What we think
                            • Issues and Insights

                              • Leisure time for learning life skills
                                • The facts
                                  • The implications
                                    • Sport and fitness activities: differentiate by caring for children’s mental wellbeing
                                      • The facts
                                        • The implications
                                          • Parenting communities based on children’s hobbies as a marketing channel
                                            • The facts
                                              • The implications
                                                  • Figure 10: Family Fun Hub by McDonald’s UK, 2020
                                                  • Figure 11: Massage appliance sold by Super Monkey fitness, 2020
                                              • The Market – What You Need to Know

                                                • Families are important consumers for business recovery
                                                  • Decreasing population aged 0-19 implies more intensive competition
                                                    • Innovations need to go beyond knowledge and intelligence building
                                                      • Mental wellbeing and social responsibility are rising themes in family leisure
                                                      • Impact of COVID-19 on Holiday and Entertainment Spending

                                                        • Leisure spending decreases due to impact of outbreak
                                                          • Figure 12: Holiday and leisure entertainment expenditure, 2018-20 (fore)
                                                        • Families with children are important consumers for business recovery
                                                          • Figure 13: Short-, medium- and long-term impact of COVID-19 on family leisure, November 2020
                                                          • Figure 14: Financial status and confidence of families with children, March, July and October 2020
                                                      • Market Factors

                                                        • Academic excellence is no longer the top focus
                                                          • Interaction with children is a top priority for in-home leisure time
                                                            • Figure 15: Leisure time allocation after COVID-19 outbreak, in-home parent-children activities, May 2020
                                                          • Leisure innovation targeting children focuses on knowledge and intelligence
                                                            • Reducing population aged 0-19 means more intensive competition
                                                              • Figure 16: Population of children aged 0-19, by age group, 2018 and 2019
                                                              • Figure 17: Forecast of population aged 0-19, 2019-23 (fore)
                                                          • Family Leisure Themes to Watch

                                                            • Interpret “learning” in leisure time from new angles
                                                              • Children’s mental wellbeing comes into play
                                                                • Social responsibility, a new touchpoint with modern and mature parents
                                                                • Who’s Innovating?

                                                                  • Baidu advertised “no tutor” to promote its tutoring function
                                                                    • Figure 18: Search-answer engine of Baidu advertised one day off academic assignments on Children’s Day, 2020
                                                                  • DJI capitalises on learning programming to sell toy robots
                                                                    • Figure 19: Robo Master by DJI, 2019-20
                                                                  • Element Fresh launched its first firefighting knowledge themed restaurant
                                                                    • Figure 20: Firefighting knowledge themed restaurant by foodservice brand Element Fresh, 2020
                                                                  • Science camps in a forest park
                                                                    • Figure 21: Science camp launched by Forest Park
                                                                  • Toys catering to children’s mental wellbeing
                                                                    • Figure 22: Mindfulness-oriented dolls – Barbie Wellness, US, 2020
                                                                  • Cartoons “equip” children with self-care practice
                                                                    • Figure 23: Sesame Street introduced animated shorts about wellbeing to children, US, 2020
                                                                • The Consumer – What You Need to Know

                                                                  • Active involvement in childcare; using short videos as trusted source of knowledge
                                                                    • Children’s emotional wellbeing catches parents’ attention
                                                                      • The kitchen, art and sport are new areas to engage children
                                                                        • Parents want to maximize the benefits of art and sport programmes
                                                                          • Leisure budget is saved for both fun and academic activities
                                                                          • Children’s Carers

                                                                            • Grandparents involved but play a supportive role
                                                                              • Figure 24: Children’s carers, September 2020
                                                                              • Figure 25: Percentage share of different forms of carers for children, September 2020
                                                                            • Mid-to-high income young families involve grandparents for help
                                                                              • Figure 26: Children’s carers – Grandparents, by demographic, September 2020
                                                                          • Goals of Parenting

                                                                            • Holistic development of children with emphasis on strong physical and mental wellbeing
                                                                              • Figure 27: Parenting goals, September 2020
                                                                            • Balancing learning and leisure time valued by high-earners
                                                                              • Figure 28: Parenting goals – academic learning and children’s entertainment time, by household income, September 2020
                                                                            • Decoding parenting goals for children at different ages
                                                                              • Mental wellbeing highlighted by parents of children aged 8-17
                                                                                • Figure 29: Parenting goals – mental wellbeing, by children’s age, September 2020
                                                                              • Parents of little ones (aged 0-3) adopt longer-term perspective
                                                                                • Figure 30: Parenting goals – intimacy with other family members, by children’s age, September 2020
                                                                                • Figure 31: Parenting goals – life skills and logical thinking, by children’s age, September 2020
                                                                            • Children’s Leisure Time Allocation

                                                                              • A more balanced leisure time for children
                                                                                • Figure 32: Children’s leisure time allocation, September 2020
                                                                              • Opportunities in family leisure: cooking, art and sport programmes and study trips
                                                                                • Figure 33: Children’s leisure time allocation – past and future intended participation, September 2020
                                                                              • Children aged 8-12 are key participants for artistic and sport-related activities
                                                                                • Figure 34: Children’s leisure time allocation – developing artistic and sport skills, by children’s age, September 2020
                                                                              • Passion to travel with the little ones
                                                                                • Figure 35: Participation of travelling with children, September 2020
                                                                                • Figure 36: Travelling with children aged 0-3 – “haven’t done this in the past but plan to do in the future”, by city tier, September 2020
                                                                            • Motivators for Developing Children’s Artistic or Sport Skills

                                                                              • Parents want to get the most from artistic or sport activities
                                                                                • Figure 37: Reasons for developing children’s artistic or sport skills, September 2020
                                                                              • Hobbies, charisma and balanced leisure time attract leisure spending for sport activities
                                                                                • Figure 38: Reasons for developing children’s artistic or sport skills, by spending budget for sport activities, September 2020
                                                                              • Balanced leisure time appeals to high-earners
                                                                                • Figure 39: Reasons for developing children’s artistic or sport skills, by monthly household income, September 2020
                                                                            • Budget for Family Leisure Activities

                                                                              • Family travel outweighs academic training
                                                                                • Figure 40: Future budget allocation for family leisure activities, September 2020
                                                                              • Children in tier one cities drive family leisure spending
                                                                                • Figure 41: Average future budget allocation for family leisure activities, by city tier, September 2020
                                                                              • Family travel allocated the most budget across children’s age groups
                                                                                • Figure 42: Average future budget allocation for family leisure activities, by children’s age, September 2020
                                                                              • First-time users of artistic and sport activities are willing to spend as much as the “veterans”
                                                                                • Figure 43: Future budget allocation for developing children’s artistic and sport skills, by past experiences, September 2020
                                                                            • Information Channels for Parenting Knowledge

                                                                              • Novel short videos come into play
                                                                                • Figure 44: Information channels for parenting knowledge, September 2020
                                                                                • Figure 45: Information channels for parenting knowledge – TURF analysis, September 2020
                                                                              • Social media enjoys trust in its content
                                                                                • Figure 46: Attitudes towards parenting, by social media usage, September 2020
                                                                              • More chances to influence young mothers on social media by empowering their parenting skills
                                                                                • Figure 47: Information channels for parenting knowledge, social media, by age and gender, September 2020
                                                                                • Figure 48: Information channels for parenting knowledge – personal network channels, by gender and age, September 2020
                                                                                • Figure 49: Attitudes towards teaching children personally – strongly agree, by age and gender, September 2020
                                                                            • Attitudes towards Parent-Children Time

                                                                              • Parents will play a more active role in children’s development
                                                                                • Figure 50: Attitudes towards parent-children time – parenting concepts, September 2020
                                                                              • Meaningful leisure time attracts family leisure budget
                                                                                • Figure 51: Attitudes towards parent-children time – leisure spending, September 2020
                                                                                • Figure 52: Attitude towards family leisure budget, by attitudes towards paid parent-child activities, September 2020
                                                                              • Fitness may develop into a parent-children activity
                                                                                • Figure 53: Attitudes towards ways to engage children, September 2020
                                                                              • Promote hobby-based e-learning with the highlight on learning together with children
                                                                                • Figure 54: Attitudes towards parent-children time – children’s learning, September 2020
                                                                                • Figure 55: Attitudes towards learning together with children, by willingness to learn hobbies online, September 2020
                                                                                • Figure 56: Attitudes towards developing children’s hobbies via e-learning, by past academic e-learning experiences, September 2020
                                                                                • Figure 57: Attitudes towards developing hobbies via e-learning, by social media usage, September 2020
                                                                            • Meet the Mintropolitans

                                                                              • Social responsibility is an emerging touchpoint with mature MinT parents aged 30-39
                                                                                • Figure 58: Parenting goals – any selected, by consumer classification, September 2020
                                                                                • Figure 59: MinTs’ parenting goals – children’s social responsibility awareness (any selected), September 2020
                                                                              • MinT parents are eager to learn professional ways of parenting
                                                                                • Figure 60: Attitudes towards learning parenting and trustworthiness of social media, by consumer classification, September 2020
                                                                              • MinTs more actively use social media to learn about parenting
                                                                                • Figure 61: Information channels for parenting knowledge, by consumer classification, September 2020
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Abbreviations
                                                                                  • Population aged 0-19 forecast
                                                                                    • Figure 62: Number of newborns, 2015-19
                                                                                    • Figure 63: Willingness to have a second child, 2019 versus 2020
                                                                                    • Figure 64: Forecast of newborn population, 2019-23 (fore)
                                                                                    • Figure 65: Forecast of population aged 0-19, 2019-23 (fore)
                                                                                  • Family Leisure Budget Calculation
                                                                                    • Figure 66: Average family leisure budget

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