2023
0
China Marketing to Young Families Market Report 2023
2023-04-24T04:02:05+01:00
OX1155791
3695
162741
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
“The attitudes of young parents towards childcare have changed remarkably. They increasingly focus on the role of 'companionship' in the development of their children. As the need to reduce children's…

China Marketing to Young Families Market Report 2023

£ 3,695 (Excl.Tax)

Description

Topics Analysed in this Report

  • Parenting styles and mindset with different parenting persona
  • Changes of interaction with children after COVID-19 and the importance of companionship
  • Changes of spending on education and products under changing education policies and tech development
  • Children’s usage of digital products in different age groups
  • Information sources of childcare in both breadth and depth

Expert Insights from a Specialist 

This report, written by Frank Zhang, a leading analyst, delivers in-depth commentary and analysis to highlight trends in the childcare market and add expert context to the numbers.

The attitudes of young parents towards childcare have changed remarkably. They increasingly focus on the role of ‘companionship’ in the development of their children. As the need to reduce children’s study load becomes clearer, the protection of children’s childlike innocence and creativity is becoming a more important issue. Developments in technology are not only changing the shape of education and information sources, but are also influencing the way parents think about the future direction of their children. At the same time, the quest for self-fulfilment of young parents does not stop during childcare. They want their children to be a source of motivation and inspiration instead of a limitation. Children’s brands need to show a gesture of ‘growing up with children’ and avoid the image of ‘educators’ when communicating with consumers.”

Frank Zhang
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
  2. Executive Summary

    • Issues and Insights
    • Let the child be a child and make room for wonder
      • Figure 1: Annil – To be a child, 2022
    • Encourage friend-like relationship with more companions and communication
      • Figure 2: Nike kids – Get on the skateboard, Cai Cai, 2022
    • Do away with parenting stereotypes and explore me-style parenting
      • Figure 3: EMXEE – ‘Qualified mother entry examination’, 2022
    • The Market Summary
    • The effect of the three-child policy is yet to be seen, newborn downward trend may moderate as impact of COVID-19 wanes
    • Adjustment of subject weights in education brings opportunities for children’s sports and other industries
    • AI development opens up new opportunities for early childhood education
    • The trend towards high-end and fashionable childrenswear continues
    • What we think
  3. Market Factors

    • The effect of the three-child policy is yet to be seen, newborn downward trend may moderate as impact of COVID-19 wanes
      • Figure 4: Number of newborn children and the birth rate, 2012-22
    • Adjustment of subject weights in education brings opportunities for children’s sports and other industries
    • AI development opens up new opportunities for early childhood education
      • Figure 5: Interested intelligent functions/services, 2022
    • The trend towards high-end and fashionable childrenswear continues
      • Figure 6: Michael Kors’ first children’s line, 2022
  4. Marketing Activities

    • Decorating communities with children’s creativity
      • Figure 7: LEGO – Decorate the community with children’s creativity, 2022
    • Transforming restaurant into a family-friendly activity space
      • Figure 8: Parent-child activities of Xibei, 2022 and 2023
    • Advocacy for parents not being omnipotent when facing children and making love ‘lighter’
      • Figure 9: Baby Elephant – The new generation of light care, 2022
    • Building a caring image with a sustainable development concept
      • Figure 10: PurCotton & Chinese National Geography – Ocean conservation theme photo exhibition, 2022
  5. New Product Trends

    • Offline park for children combines play with cutting-edge technology
      • Figure 11: Apailang Creativity Land, 2022
    • Volvo and BRIO collaborate to launch new construction machinery toys
      • Figure 12: Volvo & BRIO – Volvo CE-themed mini machines, 2022
    • Experience ancient culture through restored archaeological processes
      • Figure 13: Sanxingdui Archaeological Discovery, 2022
    • Children’s home furnishings blending Chinese style with playfulness
      • Figure 14: FNJI Kids furniture line, 2023
  6. Parents’ Role in Childcare

    • Small family household mode is becoming common
      • Figure 15: Childcare responsibility, 2022
      • Figure 16: Childcare responsibility type segmentation, 2022
      • Figure 17: Childcare responsibility type, by gender, generation, age of youngest children and city tier, 2022
    • Less than 10% of post-90s have a second child even if birth restrictions are eased
      • Figure 18: Number of minor children, by generation and monthly household income, 2022
  7. Parenting Styles and Mindset

    • More than half of young parents would like to give children more autonomy in all respects
      • Figure 19: Parenting styles and mindset, 2022
    • One in four Gen Z parents are considering another child
      • Figure 20: Parenting styles and mindset – Selected items, by generation, 2022
    • Parents who give children more autonomy are happier about their family life
      • Figure 21: Parenting styles and mindset persona, by generation, 2022
      • Figure 22: Parenting styles and mindset – Selected items, by parenting styles and mindset persona, 2022
  8. Changes of Interaction with Children after COVID-19

    • Seeking parent-child emotional closeness with a heavier teaching load
      • Figure 23: Changes of interaction with children after COVID-19, 2022
    • Communication is important regardless of child’s age
      • Figure 24: Changes of interaction with children after COVID-19 – Selected items, more, by parent generation and child age, 2022
    • Liberal parents actually spend more time in parent-child interaction
      • Figure 25: Changes of interaction with children after COVID-19 – Selected items, more, by parenting styles and mindset persona, 2022
  9. Changes of Spending on Education and Products

    • Expenses on ‘intellectual development’ other than traditional academic or art training grow
      • Figure 26: Changes of spending on education and products, 2022
    • E-products and courses for children under 4 years old are worthy of attention
      • Figure 27: Changes of spending on education and products, spent more, by child age, 2022
    • The opportunity to premiumise sports apparel is more apparent in tier 1 cities
      • Figure 28: Changes of spending on education and products – Selected items, spent more, by city tier and monthly household income, 2022
  10. Children’s Usage of Digital Products

    • Smartphone usage of children under 12 is above 90%
      • Figure 29: Children’s usage of digital products, by device type, 2022
    • More children start to choose their own digital games from the age of 4
      • Figure 30: Children’s usage of digital products – Selected items, by age of youngest child and device, 2022
    • Controlling parents may use gaming as a reward
      • Figure 31: Children’s usage of digital products (overall) – Selected items, by parenting styles and mindset persona, 2022
  11. Information Sources of Childcare

    • Popularity of short video platforms impacts childcare decisions most
      • Figure 32: Information sources of childcare, 2022
    • New parents are more influenced by short video contents
      • Figure 33: Information sources of childcare, top 3, by age of youngest child, 2022
    • Liberal parents more aligned with professional information
      • Figure 34: Information sources of childcare – Selected items, top 3, by parenting styles and mindset persona, 2022
  12. Attractive Branding Messages

    • The sense of companionship stands out in branding messages
      • Figure 35: Attractive branding messages, 2022
    • Gen Z parents expect brands to be more creative but at the same time cherish heritages
      • Figure 36: Attractive branding messages – Selected items, by generation, 2022
    • Brands’ involvement is more welcomed by liberal parents
      • Figure 37: Attractive branding messages – Selected items, by parenting styles and mindset persona, 2022
  13. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

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.

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