2021
0
China Marketing to Young Families Market Report 2021
2021-05-13T04:18:10+01:00
OX1045499
3695
138030
[{"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 market for products aimed at children and their parents keeps on growing as parents seek out increasing specialised and exclusive ways of caring for their children. Young parents’ attitudes…

China Marketing to Young Families Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The market for products aimed at children and their parents keeps on growing as parents seek out increasing specialised and exclusive ways of caring for their children. Young parents’ attitudes towards family lifestyles and education are changing, influenced by diversified socialising channels. Parenting KOLs and even ‘kidfluencers’ are becoming one of the potential partners for brands to collaborate with.
For a long time, appealing to children has meant offering playful but less sophisticated designs or concepts. However, young parents are becoming more mindful of the ethicality in brands’ marketing activities and prefer brands that help to nurture good characters in their children and develop positive attitudes towards life. Opportunities also abound in brands’ innovating in product design to encourage kids’ habit formation and engage kids in meaningful and experiential “dialogues” about topics of ethical consideration.”
– Gloria, Research Analyst

This Report covers the following areas:

  • The COVID-19 Impact
  • Influential Information Channels
  • Exclusive Care for Kids
  • Brand Preferences: Foreign vs. Domestic
  • Interests in Parent-Child Activities Themes
  • Attitudes towards Raising Child

Table of Contents

  1. Overview

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

            • The market
              • Kids’ market keeps on growing due to diversified needs despite the slow-down in population growth
                • Figure 1: The population of kids in 0-14s and the growth rate, 2010-20 (Est.)
              • Demand for private and international education keeps growing
                • Hit parent-child TV shows is re-shaping parents’ concepts of education
                  • Figure 2: Xiao Xiao Shao Nian rating on Bilibili and comments from Douban
                • Brands’ engagement with kids increasingly inspired by concepts and lifestyle values
                  • Figure 3: Children’s room gallery IKEA
                • The consumer
                  • Increase of online service usage and interaction with kids
                    • Figure 4: Impact of COVID-19 on families’ behaviour, January 2021
                  • One-stop solutions remain most important, while baby care online forums have risen to second place
                    • Figure 5: Influential information channels, January 2021
                  • More than 70% of families buy separate personal care products for kids of 0-12 years
                    • Figure 6: Exclusive care for kids, January 2021
                  • Absolute advantage of premium domestic products in kids market
                    • Figure 7: Brand preferences across categories, January 2021
                  • Chinese traditional culture-related activities are in the spotlight, close to practical living skills
                    • Figure 8: Interests in parent-child activities themes, January 2021
                  • Encouragement and engagement have become common sense in kid-raising concepts
                    • Figure 9: Attitudes towards raising child, January 2021
                  • What we think
                  • Issues and Insights

                    • Ethical marketing becomes important in parents-kids’ communication after COVID-19
                      • The facts
                        • The implications
                          • Figure 10: Pokémon GO Earth Day event 2019 and the player group
                        • Opportunities and threats of using ‘kidfluencer’
                          • The facts
                            • The implications
                              • Figure 11: Ryan’s World Collection on Walmart
                            • Creative product innovation and design to encourage habit development
                              • The facts
                                • The implications
                                  • Figure 12: Crazy Aaron’s Hypercolor Foaming Hand Soap
                              • Market Drivers

                                • Kids’ market keeps on growing due to diversified needs despite the slow-down in population growth
                                  • Figure 13: The population of kids in 0-14s and the growth rate, 2010-20 (Est.)
                                  • Figure 14: Huawei Children’s Watch 4X
                                • Demands for private and international education keeps growing
                                  • Hit parent-child TV shows is re-shaping parents’ understanding of education
                                    • Figure 15: Xiao Xiao Shao Nian rating on Bilibili and comments from Douban
                                  • Brands’ engagement with kids increasingly inspired by concepts and lifestyle values
                                    • Figure 16: Children’s room gallery IKEA
                                • The Consumer – What You Need to Know

                                  • Increase in online service usage and interaction with kids
                                    • One-stop solutions remain most important, while baby care online forums rise to the second place
                                      • More than 70% of families buy separate personal care products for kids of 0-12 years
                                        • Absolute advantage of premium domestic products in kids market
                                          • Chinese traditional culture-related activities are in the spotlight, close to practical living skills
                                            • Encouragement and engagement become the common sense in kid-raising concepts
                                            • The COVID-19 Impact

                                              • Increase of online service usage and interaction with kids
                                                • Figure 17: Impact of COVID-19 on families’ behaviour, January 2021
                                              • Community-based interactions for both parents and children even more welcomed
                                                • Figure 18: Impact of COVID-19 on interaction, by the youngest child’s age, January 2021
                                              • Shopping online in tier 3 or lower tier keeps rocketing ahead
                                                • Figure 19: Impact of COVID-19 on purchasing behaviour, by city tier, January 2021
                                            • Influential Information Channels

                                              • One-stop solutions remains most important, while baby care online forums rise to second place
                                                • Figure 20: Influential information channels, January 2021
                                              • Clear shift from TV programs to social platforms has been observed among younger parents
                                                • Figure 21: Selected influential information channels, by parents’ age, January 2021
                                              • Video content with explanation help attract more parents in tier 3 or lower tier cities
                                                • Figure 22: Selected influential information channels, by city tier, January 2021
                                            • Exclusive Care for Kids

                                              • More than 70% families buy separate personal care products for kids of 0-12 years
                                                • Figure 23: Exclusive care for kids, January 2021
                                              • Potential market for big kids exists in exclusive personal care products, milk and snacks
                                                • Figure 24: Selected exclusive care for kids, by the youngest child’s age, January 2021
                                                • Figure 25: Balabala X Kispa Antibacterial and Anti-Mite Laundry Detergent for Kids, 2020
                                              • Tablets are more considered as a necessity for younger kids
                                                • Figure 26: Electronic products for kids, by the youngest child’s age, January 2021
                                                • Figure 27: Khan Academy Kids app
                                              • Most kids have their own bedroom at an early age
                                                • Figure 28: Kids’ own bedroom, by the youngest child’s age and city tier, January 2021
                                            • Brand Preferences: Foreign vs. Domestic

                                              • Absolute advantage of premium domestic products in kids market
                                                • Figure 29: Brand preferences across categories, January 2021
                                              • Foreign brands of personal care and snacks are more supported in baby market
                                                • Figure 30: Brand preferences of selected categories, by the youngest child’s age, January 2021
                                              • Parents in tier 3 or lower-tier cities are trading-up in footwear for kids in 10-12s
                                                • Figure 31: Brand preferences of child’s shoes, by the youngest child’s age and city tier, January 2021
                                            • Interests in Parent-Child Activities Themes

                                              • Chinese traditional culture-related activities are in the spotlight, close to practical living skills
                                                • Figure 32: Interests in parent-child activities themes, January 2021
                                              • Broadening horizon and mind-body exercises for older kids
                                                • Figure 33: Interests in selected parent-child activities themes, by the youngest child’s age, January 2021
                                              • Public awareness towards ethical topics popular among young parents in lower tier cities
                                                • Figure 34: Interests in themes of public welfare, by the youngest child’s age and city tier, January 2021
                                            • Attitudes towards Raising Child

                                              • Encouragement and engagement become the common sense in kid-raising concepts
                                                • Figure 35: Attitudes towards raising child, January 2021
                                              • Demand for diversified education styles rises in all city tiers
                                                • Figure 36: Selected educational concepts, by city tier, January 2021
                                              • New generation of parents give more freedom to kids on career orientation
                                                • Figure 37: Selected educational concepts, by parents’ age, January 2021
                                              • Brand awareness comes as part of growing up
                                                • Figure 38: Selected attitudes towards consumption, by the youngest child’s age, January 2021
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

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