“Amidst the impact of the COVID-19 pandemic for three consecutive years and the ‘Double Reduction’ policy, there has been a significant shift in the values of young parents in lower tier cities towards family companionship and leisure time.
“Amidst the impact of the COVID-19 pandemic for three consecutive years and the ‘Double Reduction’ policy, there has been a significant shift in the values of young parents in lower tier cities towards family companionship and leisure time. This has led to a change in their parenting mindset, as more and more parents are actively exploring ‘free-range’ parenting, with independence and EQ development as key objectives. Unlike tier 1 and 2 cities, digitised education is more popular with young parents in lower tier cities as it can overcome time and space constraints and provide a wider range of educational resources. Facing the change of parenting style and education methods of parents in low tier cities, brands need to be flexible in balancing their demand for refined and convenient parenting, and make use of diversified IPs in leisure and entertainment to create experiential marketing that combines knowledge, fun and interactivity, so that brands can accompany the parents and children in low tier cities as they grow.”
– Gloria Gan, Senior Analyst
This Report looks at the following areas:
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