2022
0
China Marketing to Young Families Market Report 2022
2022-04-14T04:01:37+01:00
OX1100979
3695
150501
[{"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
“With the Double-Reduction Policy and Family Education Promotion Law coming into effect in late 2021, aiming to reduce the pressures of excessive homework and after-school tutoring, a major shift has…

China Marketing to Young Families Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“With the Double-Reduction Policy and Family Education Promotion Law coming into effect in late 2021, aiming to reduce the pressures of excessive homework and after-school tutoring, a major shift has been seen in educational learning goals, from academic achievement to a moral quality, diverse knowledge and skills. Positive feedback is observed from the parents’ side, especially on the increased leisure time and outdoor activities.
While at the same time, young parents who are facing quite a few challenges with new parenting styles are more than ever seeking out solutions and ideas to support themselves. It is most effective for brands to engage with young parents by creating trends of fun and educational products, and providing meaningful non-material experience activities and professional advice. Brands also need to be aware that over-advertising has become one of the top concerns mentioned by young parents in regard to purchases for kids. Demonstrating the authenticity consistent with the tangible quality and perceived warmth becomes extremely important.”
– Gloria Gan, Research Analyst

This Report discusses the following key topics:

  • Investigation of the trends’ impact on parents’ purchase decision making across categories
  • The changes in influence of different information sources
  • Parents’ unsatisfactory experiences across kids’ categories and the future opportunities
  • Shifting parenting styles in terms of giving rewards to children
  • Unchanging and changing attitudes towards raising children and implications on communication
  • Interpretation of the impact of the ‘Double-Reduction’ policy on families’ behaviour

Table of Contents

  1. Overview

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

            • The market
              • Population of newborns continues fall, while increase in second children changing the family structure
                • Figure 1: Population of newborn children and the birth rate, 2011-21 (est)
              • Parenting styles are changing over the different generations
                • Figure 2: Parenthood status, by generation, 2021
              • More self-exploration than pure academic study is fostered by both government policy and parents’ goodwill
                • Figure 3: Expected and actual activities for the Chinese new year, 2022
              • How to communicate with parents changes quickly in the diverse digital world
                • Figure 4: Diverse kids-relayed app examples
              • Companies and brands
                • Marketing communication aims to inspire kids’ creativity and self-exploration
                  • Figure 5: Lego creative camp, 2021
                • Sports and food brands build up professional and healthy brand images
                  • Figure 6: Anta Kids providing professional courses and guides on Weibo and Zhihu, 2021 and 2022
                • Ethics-related themes adopted to improve families’ perception of the brands
                  • Figure 7: Volvo’s ‘Little Red Horse’ safety education program, 2021
                • Global brands are taking active approaches towards inclusivity in gender
                  • Figure 8: Bosie, 2022
                • Educational equipment goes digital and professional beyond traditional learning
                  • Figure 9: Bresser and its instruments specialised for kids, 2022
                • The consumer
                  • Trends in educational toys and sports equipment caught the most attention
                    • Figure 10: Impact of surroundings and trends on purchasing, 2021
                  • Educational parenting content and professional platforms increasingly popular
                    • Figure 11: Information source, 2021
                  • Over-advertising concern becomes a critical issue especially in food and personal care products
                    • Figure 12: Product problems met, 2021
                  • Non-material rewards become more popular when rewarding kids
                    • Figure 13: Rewards for kids, 2021
                  • Traditional child-rearing concepts and changing attitudes coexist
                    • Figure 14: Attitudes towards child rearing, 2021
                  • Increase in parents’ responsibility a side effect of new policy
                    • Figure 15: Impact of Double-Reduction policy, 2021
                  • What we think
                  • Issues and Insights

                    • Drive the possibilities of kids’ self-exploration
                      • The facts
                        • The implications
                          • Figure 16: Koikeya Potato To Ryori Campaign, 2021
                        • Be vocal in promoting diversity and inclusivity
                          • The facts
                            • The implications
                              • Figure 17: Lego Ready For Girls campaign, 2021
                            • Become the expert on offerings for kids
                              • The facts
                                • The implications
                                  • Figure 18: Drcheese’s promotion on Tmall store, 2021
                              • Market Factors

                                • Population of newborns continues fall, while increase in second children changing the family structure
                                  • Figure 19: Population of newborn children and the birth rate, 2011-21 (est)
                                • Parenting styles are changing over the different generations
                                  • Figure 20: Parenthood status, by generation, 2021
                                • More self-exploration than pure academic study is fostered by both government policy and parents’ goodwill
                                  • Figure 21: Expected and actual activities for the Chinese new year, 2022
                                • How to communicate with parents changes quickly in the diverse digital world
                                  • Figure 22: Diverse kids-relayed app examples
                              • Marketing Activities

                                • Lego’s campaign of “ask instead of tell”
                                  • Figure 23: Lego creative camp, 2021
                                • Fashion brand Bambini widens its appeal in no-holds-barred camping
                                  • Figure 24: Bambini camp festival, 2021
                                • Anta acts as the sports professional that has parents’ back
                                  • Figure 25: Anta Kids providing professional courses and guides on Weibo and Zhihu, 2021 and 2022
                                • 100 NewNew creates a brand new healthy snacking brand image
                                  • Figure 26: 100 NewNew promotion of oral patent probiotic sugar-free lollipops on Weibo, 2022
                                • Volvo launches safety education program outside of the classroom
                                  • Figure 27: Volvo’s ‘Little Red Horse’ safety education program, 2021
                                • KFC’s eco-themed children’s catwalk show
                                  • Figure 28: KFC’s eco-themed children catwalk in Shenyang, 2020
                              • New Product Trends

                                • Childrenswear designers play with more sophisticated ideas to avoid being too childish
                                  • Figure 29: 361°Kids x The Three-Body Problem, 2021
                                  • Figure 30: Anta Kids x A Thousand Miles of Rivers and Mountains, 2021
                                • Global brands are taking active approaches towards inclusivity in gender
                                  • Figure 31: Bosie, 2022
                                  • Figure 32: PacSun, 2022
                                • Educational equipment goes digital and professional beyond traditional learning
                                  • Figure 33: Bresser and its instruments specialised for kids, 2022
                                  • Figure 34: Science Can’s potable microscope
                                • Car brands launch vehicles for kids to establish early brand identity
                                  • Figure 35: Tesla’s Cyberquad for Kids, 2021
                                  • Figure 36: Xpeng’s robot horse, 2021
                              • Purchase Driven by Trendy Topics

                                • Trends in educational toys and sports equipment caught the most attention
                                  • Figure 37: Impact of surroundings and trends on purchasing, 2021
                                • Young parents in their 20s are more engaged with trendy equipment both digital and analogue
                                  • Figure 38: Products purchased as parents are influenced by others or trend, by age, 2021
                                • Kids’ voice has stronger impact on purchasing of food, beverage and stationery in lower tier cities
                                  • Figure 39: Products purchased as requested by kids, by city tier, 2021
                              • Information Sources

                                • Educational parenting content and professional platforms increasingly popular
                                  • Figure 40: Information source, 2021
                                  • Figure 41: Turf Analysis – Important information source, 2021
                                • Clear shift from acquaintances to professionals among young parents in their 20s
                                  • Figure 42: Important information source, by age, 2021
                              • Unsatisfactory Experiences

                                • Over-advertising concerns have become a critical issue, especially in food and personal care products
                                  • Figure 43: Product problems met, 2021
                                • Importance of design in non-fashion items is highlighted by parents in their 20s
                                  • Figure 44: Product problems met – Poor design/packaging, by age, 2021
                                • Over-advertising issue in kids’ personal care products pronounced say experienced parents
                                  • Figure 45: Product problems met – Personal care products, by number of children, 2021
                              • Rewards for Kids

                                • Non-material rewards become more popular when rewarding kids
                                  • Figure 46: Rewards for kids, 2021
                                • New experiences more popular among young parents as a “special” gift
                                  • Figure 47: Rewards for kids – Experience, by age, 2021
                                • Giving books and instruments as rewards highly correlated to parents’ education level
                                  • Figure 48: Rewards for kids – Products, by education, 2021
                              • Attitudes towards Child Rearing

                                • Traditional child-rearing concepts and changing attitudes coexist
                                  • Figure 49: Attitudes towards child rearing, 2021
                                • Young parents in their 20s more open-minded on child rearing but also need alone time
                                  • Figure 50: Selected attitudes towards child rearing, by age, 2021
                                • More pressure and anxiety in tier 1 cities
                                  • Figure 51: Selected attitudes towards child rearing, by city tier, 2021
                              • Impact of Double-Reduction Policy on Educational Sector

                                • Increase in parents’ responsibility a side effect of new government policy
                                  • Figure 52: Impact of Double-Reduction policy, 2021
                                • Parents in lower tier cities more relaxed thanks to new policy
                                  • Figure 53: Selected impact of Double-Reduction policy, by age of the youngest child and city tier, 2021
                                • Interactive e-learning courses more popular among parents in their 30s
                                  • Figure 54: Selected impact of Double-Reduction policy, by age, 2021
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • TURF analysis
                                    • Abbreviations
                                      • Terms
                                        • ‘Double-Reduction’ policy
                                          • Family Education Law

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