2022
0
China Leisure Time of Young Families Market Report 2022
2022-03-30T04:07:44+01:00
OX1100985
4995
150034
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Report
en_GB
“Indoor gardening is a white space for brands in the leisure market to exploit. Parents – especially those living in tier 1 cities – who have busy schedules and limited…

China Leisure Time of Young Families Market Report 2022

$ 4,995 (Excl.Tax)

Report Summary

“Indoor gardening is a white space for brands in the leisure market to exploit. Parents – especially those living in tier 1 cities – who have busy schedules and limited options for natural outings can explore opportunities to embrace nature while bonding with their children at home or visiting other leisure venues. Leisure brands can incorporate indoor gardening elements when developing new products (eg IP collaborated products) and leisure activities.”
– Yan Hou, Senior Research Analyst

Key issues covered in this Report

  • An overview of market factors that influence young families’ leisure preferences.
  • Product and service innovation in the family leisure market.
  • Parenting goals – with a deep dive into parents’ attitudes towards building children’s ethical awareness.
  • Preferred ways to spend family leisure time – with a deep dive into cooking/baking and ways to enjoy nature.
  • Future opportunities in the family leisure market.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Demographic classifications
        • Executive Summary

            • The market
              • COVID-19 having a continuous impact on the travel and leisure market
                • Double reduction will not allow children to enjoy extra recreational time immediately
                  • The authority encourages children to participate in sports and exercises
                    • Young parents are supported by grandparents both physically and financially
                      • Who’s Innovating?
                        • Hotel offering skills learning class catering to young families in the community
                          • Attractions utilise advanced technology to enhance audience experience
                            • Resorts with skiing facilities promote exotic winter holiday experience
                              • Familial bonds strengthened when parent and children exploring nature together
                                • The consumer
                                  • Character building is more important than academic learning
                                    • Figure 1: Important goals of parenting, 2020 and 2021
                                  • Leisure activity preferences vary by children’s age groups and city tier
                                    • Figure 2: Children’s leisure time allocation, 2021
                                  • Cooking/baking skills training are staying at basic level
                                    • Figure 3: Cooking/baking skills to teach kids, 2021
                                  • Strong interest in buying IP collaboration products targeting children
                                    • Figure 4: Purchase intention of IP collaboration products, 2021
                                  • Parents would like to explore indoor natural activities at home and leisure venues
                                    • Figure 5: Preferred activities to get closer to nature, 2021
                                  • Preserving traditional culture as important as environmental consciousness
                                    • Figure 6: Cultivating children’s ethical awareness, 2021
                                  • What we think
                                  • Issues and Insights

                                    • Parent-child activities need to incorporate meaningful learning objectives catering to different children age groups
                                        • Figure 7: Parent-child cooking contest, 2020
                                        • Figure 8: Science summer camp for children aged 7-12, 2021
                                      • Combine parent-child activities with artistic/sport skill practices to attract parents in tier 1 cities
                                        • Figure 9: Keep – parent-child ballet class, 2021
                                      • Leisure service operators may adopt indoor gardening elements to appeal to young families
                                          • Figure 10: Example of leisure attractions offering products/services to serve the interest in indoor gardening, 2021
                                      • Market Factors

                                        • COVID has continuous impact on holiday and leisure plans
                                          • Figure 11: Domestic travellers, 2020 and 2021
                                        • Double reduction policy provides children with more leisure time
                                          • Government’s plan of developing population’s sports skills
                                            • Figure 12: China Daily reports Eileen Gu and her family parenting mindset, China, 2022
                                          • Young parents receiving physical and financial support from the grandparents
                                          • Innovation Activities

                                            • Hotel catering to kids’ living skills development needs
                                              • Figure 13: UrCove Hotel – hospitality kid internship, 2021
                                            • Museums start to catch up digital learning trend
                                              • Figure 14: Museums offering interactive experiences supported by technology, China, 2021
                                            • Resorts actively promote winter sport
                                              • Figure 15: Winter skiing camp at Changbaishan Luneng Swissotel, China, 2021
                                            • Getting close to family members in nature
                                              • Figure 16: Parent-child orienteering in natural park, China, 2021
                                          • Goals of Parenting

                                            • Parents are less worried about physical health and academic learning
                                              • Figure 17: Important goals of parenting, 2020 and 2021
                                            • Attentions are shifting towards character building
                                              • Figure 18: Selected important goals of parenting, by education level and household income, China, 2021
                                            • Intimacy with family members and interaction with other kids highlighted in tier 1 cities
                                              • Figure 19: Selected important goals of parenting: interaction with other kids and Intimacy with family members, by city tier, China, 2021
                                          • Children’s Leisure Time Allocation

                                            • Academic is still the centre of children’s leisure time
                                              • Figure 20: Children’s leisure time allocation, 2021
                                            • Parents aged 30-39 vote for parent-child activities catering to multiple objectives
                                              • Tier 1 city parents value family bonding and hobbies activities
                                                • Figure 21: Children’s leisure time allocation: have participated in last 12 months and plan to do it in 6 months, by city tier, 2021
                                              • Parent-child activity centres only attract younger kids
                                                • Figure 22: Children’s leisure time allocation: in tier 1 city, have gone to parent-child centres in the past 12 months and plan to do again in the next 6 months, by age of children, 2021
                                              • Parents in tier 2 and 3 cities are eager to invest time in developing sports skills
                                                • Figure 23: Children’s leisure time allocation: developing sports skills, by city tier, 2021
                                            • Cooking/Baking Activities

                                              • Most parents want to teach young children basic preparation skills in the kitchen
                                                • Figure 24: Cooking/baking skills to teach kids, 2021
                                              • Parents aged 30-39 pay attention to knowledge building
                                                • Figure 25: Cooking/baking skills to teach kids, by age, 2021
                                              • Parents in tier 3 cities are keen to teach their children to cook convenience food
                                                • Figure 26: Selected cooking/baking skills to teach kids, by city tier, 2021
                                            • Attitudes towards Purchasing IP Collaboration Products

                                              • Parents are willing to buy various types of IP collaboration products
                                                • Figure 27: Purchase intention of IP collaboration products, 2021
                                                • Figure 28: Purchase intention of IP collaboration products: repertoire analysis, 2021
                                              • Parents with high education value cultural attractions IP
                                                • Figure 29: Purchase intention of IP collaboration product: famous attractions IP parents will purchase, by education level, 2021
                                                • Figure 30: Children’s leisure time allocation: developing children’s artistic skills, by education level, 2021
                                            • Leisure Activities in Nature

                                              • The art from nature is becoming trendy in the home of young families
                                                • Figure 31: Preferred activities to get closer to nature, 2021
                                              • Bringing greens back to homes is highlighted by parents in tier 1 cities
                                                • Figure 32: Selected preferred activities to get closer to nature, by city tier, 2021
                                              • Floriculture can become trendy among highly educated parents
                                                • Figure 33: Selected preferred activities to get closer to nature: learning floriculture, by education level, 2021
                                            • Attitudes towards Cultivating Ethical Awareness

                                              • Parents value traditional culture and personal privacy
                                                • Figure 34: Cultivating children’s ethical awareness, 2021
                                              • Protecting the environment is highlighted by highly educated parents
                                                • Figure 35: Cultivating children’s ethical awareness, by education level, 2021
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

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