2020
0
China Marketing to Parents in Lower Tier Cities Market Report 2020
2021-03-24T03:05:07+00:00
OX994718
3695
135809
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Report
en_GB
“The parenting concepts of young parents, mainly those born in the 1980s and 1990s, in lower tier cities have changed significantly. They have realized that family exerts a great impact…

China Marketing to Parents in Lower Tier Cities Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

“The parenting concepts of young parents, mainly those born in the 1980s and 1990s, in lower tier cities have changed significantly. They have realized that family exerts a great impact on children’s growth. Many parents have chosen mother and baby communities as ‘parenting assistants’, where they can get ‘words of wisdom’ to raise their children more scientifically. Children have gradually become the nucleus of modern families. Their independent ideas are being increasingly respected in all aspects, from their current product choices to their future life plans.
Brands should avoid the simple and crude ‘consumption-oriented’ marketing model, and instead provide parents with more parent-child services and high quality activities to reinforce trust. By introducing such added values as fun, learning and socialisation, and enhancing interaction with both parents and children, brands can expect to build a trendy and fashionable brand image.”
– Yuxi Shao, Research Analyst

This Report covers the following areas:

  • Purchase channels of mother and baby products
  • Brand image (consumption for children aged 0-3)
  • Influential factors (consumption for children aged 4-12)
  • The choices for parent-child leisure activities
  • Expectations for children’s futures

Table of Contents

  1. Overview

    • Introduction
      • Covered in this report
        • Targets and research methodology
          • Quantitative research methodology
            • Figure 1: The sampling structure of each city is as follows:
          • Qualitative research methodology
            • Figure 2: Interview cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Purchase channels of mother and baby products: offline still dominates and parents are unwilling to take risks
              • Figure 4: Purchase channels of mother and baby products, by city tier, April 2020
            • Brand image (consumption for children aged 0-3): advantage of the “parenting assistant” image
              • Figure 5: Information channels of mother and baby products, by city tier, April 2020
            • Influential factors (consumption for children aged 4-12): children’s opinions are increasingly valued
              • Figure 6: Source of inspiration of childrenswear, by city tier, January 2020
            • The choices for parent-child leisure activities: extension of “learning occasions” and growth records
              • Figure 7: Family leisure activities, by city tier, September 2019
            • Expectations for children’s futures: “independent thinking” distinguished from “economic independence”
              • Figure 8: Expectations for children, by city tier, September 2019
            • What we think
            • Introduction to Lower Tier Cities in China

              • Population and consumption power in lower tier cities
                • Spending by tier three and lower cities increases and makes up a larger share
                  • Figure 9: City populations and sales, by city tier, end of 2018
                • Per capita disposable income and spending power grows
                  • Figure 10: Per capita salary vs per capita retail sales, by city tier, 2018
                • Spending confidence since the COVID-19 outbreak
                  • Figure 11: GDP sector compositions, by city tier, 2018
                  • Figure 12: Changes in financial status, percentage of respondents claiming they are ‘better off’, by city tier, April-October 2020
                  • Figure 13: Confidence in improving future finances, very confident – somewhat confident, by city tier, April-October 2020
                • Demographic profile/analysis
                  • Gaps between city tiers narrowing in education
                    • Figure 14: Educational level of surveyed respondents, 2017-2020
                    • Figure 15: Car ownership and gym membership, by city tier, 2017-June 2020
                  • Two-child policy will release potential in the mother and baby market in lower tier cities
                    • Figure 16: Plan to have another child, by selected demographics, July 2020
                • Purchase Channels of Mother and Baby Products: offline still dominates and parents are unwilling to take risks

                  • What difference does quantitative data suggest?
                    • Offline stores and big e-commerce retailers are the top choices of parents with children aged 0-3
                      • Figure 17: Purchase channels of mother and baby products, by city tier, April 2020
                    • Parents are less willing to try mother and baby products than in other categories
                      • Figure 18: Categories bought on social commerce platforms, by city tier, April 2020
                    • Why the difference as suggested by qualitative research?
                      • Shopping experiences where consumers can see and touch build trust
                        • Figure 19: The interview excerpts relevant to children’s products shopping experience
                      • The offline channels are full of choices
                        • Figure 20: The relevant interview excerpts on offline channel advantages
                      • Various brand membership activities in Liuzhou commercial centre
                        • Figure 21: Brands’ membership services
                      • What does it mean for brands?
                        • Enhance the trust attribute of brands and channels
                          • Case study: parent-child holiday products from brand hotels
                            • Figure 22: Atlantis Miniversity, 2020
                          • Case study: Babemax becomes a strategic shareholder of vertical mother and baby MCN platform
                            • Figure 23: Babymax Omnichannel Marketing, 2020
                        • Brand Image (Consumption for Children Aged 0-3): advantage of the “parenting assistant” image

                          • What difference does quantitative data suggest?
                            • Experienced coaching of mother and baby communities is most popular
                              • Figure 24: Information channels of mother and baby products, by city tier, April 2020
                            • Provide more qualified services instead of being sales-oriented
                              • Figure 25: Attitudes toward mother and baby products shopping, by city tier, April 2020
                            • Why the difference as suggested by qualitative research?
                              • “Hands-on” experience guidance is more helpful
                                • Figure 26: Interview excerpts relevant to parenting information channel
                              • The brand value of “clean” is an important add-on
                                • Figure 27: Interview excerpts relevant to outlook of value of children’s brands
                              • What does it mean for brands?
                                • Create the clean image of “parenting assistant”
                                  • Case study: Baby Tree Institute provides expertise for segmented occasions
                                    • Figure 28: Baby Tree Institute, 2020
                                  • Case study: Pampers leverages Newborn Diaries to create an image of “Refreshing Assistant”
                                    • Figure 29: Newborn Diaries sponsored by Pampers, 2019
                                • Influential Factors (Consumption for Children Aged 4-12): children’s opinions are increasingly valued

                                  • What difference does quantitative data suggest?
                                    • Understanding others’ opinions and fashion trends from multiple channels
                                      • Figure 30: Source of inspiration of childrenswear, by city tier, January 2020
                                    • Children in lower tier cities are more likely to have a say when shopping
                                      • Figure 31: Influencing factors on childrenswear consumption, by city tier, January 2020
                                    • Why the difference as suggested by qualitative research?
                                      • Respect children’s opinions in consumption and purchasing decisions
                                        • Figure 32: Interview excerpts relevant to children’s opinions dominating consumption
                                      • Children’s opinions are influenced by each other
                                        • Figure 33: Interview excerpts relevant to children’s opinions being influenced by their peers
                                      • What does it mean for brands?
                                        • Create popular trends among children
                                          • Case study: NIKE AR experience full of interesting themes
                                            • Figure 34: NIKE Air Max AR experience, 2020
                                          • Case study: surprising Message in a Coco-Cola bottle
                                            • Figure 35: Message in a Coco-Cola Bottle, 2019
                                        • The Choices for Parent-Child Leisure Activities: extension of “learning occasions” and growth records

                                          • What difference does quantitative data suggest?
                                            • Families in lower tier cities are more engaged in art and cultural activities
                                              • Figure 36: Family leisure activities, by city tier, September 2019
                                            • Parent-child leisure activities need to combine both interest and learning
                                              • Figure 37: Attitudes toward parent-child leisure time, by city tier, September 2020
                                            • Why the difference as suggested by qualitative research?
                                              • Search and create learning occasions purposefully
                                                • Figure 38: Interview excerpts relevant to leisure activities as learning occasion
                                              • More comprehensive designed parent-child app is expected
                                                • Figure 39: Interview excerpts relevant to children’s content sharing and records
                                              • Mother and baby facilities and parent-child services in Liuzhou commercial centre
                                                • Figure 40: Parent-child services in Liuzhou commercial centre
                                              • What does it mean for brands?
                                                • Extend learning into vivid and interesting real occasions
                                                  • Case study: Yili QQ Star cooperates with National Museum of China to launch AR package milk
                                                    • Figure 41: Yili QQ Star milk limited-edition package for Wonderful Night at National Museum, 2019
                                                  • Case study: Canon collaborates with TAL Education Group to cater to the printing need in homeschooling occasion
                                                    • Figure 42: Canon and Family Alliance, 2020
                                                • Expectations for Children’s Futures: “independent thinking” distinguished from “economic independence”

                                                  • What difference does quantitative data suggest?
                                                    • Focus on cultivating children’s EQ and habits
                                                      • Figure 43: Expectations for children, by city tier, September 2019
                                                    • Desire for help from technology boosts parenting methods
                                                      • Figure 44: Attitudes toward parent-child leisure time, by city tier, September 2020
                                                    • Why the difference as suggested by qualitative research?
                                                      • Independence is more about “solving problems independently” and “making choices on one’s own”
                                                        • Figure 45: Interview excerpts relevant to cultivating children’s independence
                                                      • Focus on cultivating children’s EQ and other soft indicators
                                                        • Figure 46: Interview excerpts relevant to cultivating children’s EQ
                                                      • “Scientific parenting” mother and baby activities are featured in lower tier cities
                                                        • Figure 47: Publicity related to scientific parenting
                                                      • What does it mean for brands?
                                                        • “Independent thinking” distinguished from “economic independence”
                                                          • Case study: Balabala I Am Wild autumn and winter fashion show
                                                            • Figure 48: Balabala I Am Wild autumn and winter fashion show, 2020
                                                          • Case study: Anta Kids Sports Games
                                                            • Figure 49: Anta Kids Sports Games, 2019
                                                        • Appendix –Abbreviations

                                                          • Abbreviations

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