2021
0
China Marketing to Young Parents in Lower Tier Cities Market Report 2021
2022-02-16T03:02:18+00:00
OX1049353
3695
147972
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Report
en_GB
“With the development of information flow and omnichannel retailing, young parents in lower tier cities are increasingly approaching those in big cities when purchasing and selecting products for their kids,…

China Marketing to Young Parents in Lower Tier Cities Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“With the development of information flow and omnichannel retailing, young parents in lower tier cities are increasingly approaching those in big cities when purchasing and selecting products for their kids, and are more sensitive to products ranked as bestsellers, word-of-mouth recommendations, and popularity of the brands. Meanwhile, from rewards for kids to family holidays, new generation parents have integrated more lifestyle concepts of novelty and unique experiences that young people admire into their parenting practice. Elements such as culture and public welfare that can help to guide and educate children to establish a ‘correct’ consumption view can be applied as differentiators to effectively attract the attention of both parents and children, enabling brands to create crossover scenarios with educational benefit, thereby building longer-term trusting relationships and deeper emotional connections with young parents in lower tier cities.”
– Gloria Gan, Research Analyst

Key issues covered in this Report

  • Spending on children’s food and daily necessities: rising influence of brand awareness and reputation
  • Children’s footwear and apparel consumption: pursuing the positive lifestyle values behind the brand concept
  • Home products and rewards for kids: the need for early aesthetic development beyond pragmatism
  • Children’s leisure activities: marketing opportunities seen in scenarios featuring knowledge, culture and public welfare
  • Media content and parenting concept: parent-child interactive entertainment and online education as new touchpoints

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Objective and methodology
          • Quantitative research
            • Figure 1: The sample structure for each city is as follows:
          • Qualitative research
            • Figure 2: Interview cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Spending on children’s food and daily necessities: quickly build awareness of emerging brands
              • Figure 4: Children’s food and drink purchasing behaviour and focus – interview excerpts, 2021
              • Figure 5: Brand selection factors of children’s daily necessities – interview excerpts, 2021
              • Figure 6: Brand preferences for children’s snacks and drinks as well as personal care products, by age of the youngest child, 2021
            • Children’s footwear and apparel consumption: promoting the brand concept from a values perspective
              • Figure 7: Purchasing behaviour of children’s footwear, clothing and accessories – interview excerpts, 2021
              • Figure 8: Purchase influencers of childrenswear, by age, 2020
            • Home products and rewards for kids: opportunities for output concepts of product and service
              • Figure 9: Focus factors on children’s room design – interview excerpts, 2021
              • Figure 10: Reward for kids, by age, 2021
            • Children’s leisure activities: enhancing knowledge and public welfare awareness
              • Figure 11: Focus on leisure, entertainment and dining out with children – interview excerpts, 2021
              • Figure 12: Motivations to travel with children – select, by age of youngest child, 2021
            • Media content and parenting concept: innovative and interactive parent-child content is welcomed
              • Figure 13: Parent-children media content – interview excerpts, 2021
              • Figure 14: Online educational content for children – interview excerpts, 2021
              • Figure 15: Attitudes towards raising child, by age, 2021
            • What we think
            • Introduction to Lower Tier Cities in China

                • Fast rebounded consumption confidence and accelerated consumer affordability
                  • Figure 16: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                  • Figure 17: Interviewed experts’ words about consumption confidence and power, 2021
                • Consumers emphasise value for money, and promotions have significant influence
                  • Figure 18: Consumer Price Index, 2021
                  • Figure 19: Attitudes towards price changes, by city tier, 2021
                  • Figure 20: Interviewed experts’ words about spending habits, 2021
                • Domestic brands are highly accepted, and emerging brands have great potential in the market
                  • Figure 21: Impression comparison between premium domestic brands and foreign brands, by city tier, 2020
                  • Figure 22: Interviewed experts’ words about brand choices, 2021
                • Video livestreaming commerce is switching towards ‘unity of efficiency and effectiveness’
                  • Figure 23: Attitudes towards livestreaming shopping – strongly agree/agree, by city tier, 2020
                  • Figure 24: Interviewed experts’ words about livestreaming commerce, 2021
              • Spending on Children’s Food and Daily Necessities: Quickly Build Awareness of Emerging Brands

                • Brand value is highly appreciated
                  • Figure 25: Children’s food and drink purchasing behaviour and focus – interview excerpts, 2021
                  • Figure 26: Brand selection factors of children’s daily necessities – interview excerpts, 2021
                • The power of word-of-mouth overtakes brand nationality
                  • Figure 27: Preference for domestic and imported brands in children’s products – interview excerpts, 2021
                • Buying exclusive products for children becomes mainstream opinion
                  • Figure 28: Exclusive care for kids, by age of youngest child, 2021
                • Domestic premium brands are accepted by families of different ages
                  • Figure 29: Brand preferences for children’s snacks and drinks as well as personal care products, by age of the youngest child, 2021
                • Building up reputation by providing services addressing parents’ concerns, while combining parenting concepts and original design to create differentiated brand recognition
                  • Figure 30: Push content of More,More’s WeChat Official Accounts, 2021
                  • Figure 31: Giving’s concept of sensory enlightenment for children and its product design
              • Children’s Footwear and Apparel Consumption: Promoting the Brand Concept from a Values Perspective

                • The rising brand consciousness for children’s shoes and apparel
                  • Figure 32: Purchasing behaviour of children’s footwear, clothing and accessories – interview excerpts, 2021
                • Concern about the impact of the brand concept on children’s values
                  • Figure 33: Concerns about children’s brand consciousness – interview excerpts, 2021
                  • Figure 34: Attitudes about children’s brand awareness – interview excerpts, 2021
                  • Figure 35: Recycling and donation of used clothing initiated by local clothing brands in Liaocheng, Shandong Province
                • With changing aesthetic preferences, parents in their 20s favour children’s athleisure brands more
                  • Figure 36: Children’s clothes and accessories brands purchased for other’s kids, by age, 2021
                  • Figure 37: Children’s clothes and accessories brands purchased for own kids, by age, 2021
                • Techniques and sustainability are important considerations for parents in their 30s buying children’s clothing
                  • Figure 38: Purchase influencers of childrenswear, by age, 2020
                • Environmental technology and health concepts work in parallel to convey brands’ lifestyle values through interactive activities
                  • Figure 39: Anta kid’s product supported by the sub-project of the Key Research Group of the Ministry of Education’s 13th Five-Year Plan, 2021
                  • Figure 40: Original kids brand Papa/ Papa’s brand concept and activities, 2021
              • Home Products and Rewards for Kids: Opportunities to Output Concepts of Product and Service

                • The demand for children’s room design stays at the functional level
                  • Figure 41: Focus factors on children’s room design – interview excerpts, 2021
                • Taking the children’s needs as an educational opportunity to convey the lifestyle value of ‘everything is good for something’
                  • Figure 42: Parent-child communication methods when children make demands – interview excerpts, 2021
                • Parents in their 20s are more likely to reward their children with fresh and unique experiences
                  • Figure 43: Reward for kids, by age, 2021
                • Creative products highlight fun and practical features and explore interactive opportunities for parent-child aesthetic education
                  • Figure 44: Mujiang Life stackable wardrobe
                  • Figure 45: Aesthetic experience centre for children in Ji’an, Jiangxi
              • Children’s Leisure Activities: Enhancing Knowledge and Public Welfare Awareness

                • Educational venues and comfortable environments are highly valued
                  • Figure 46: Focus on leisure, entertainment and dining out with children – interview excerpts, 2021
                • Product packaging and online platforms become touchpoints for brand public welfare activities
                  • Figure 47: Moral education and practical involvement for children – interview excerpts, 2021
                • Edutainment and responsibility development is valued in family trips
                  • Figure 48: Motivations to travel with children – select, by age of youngest child, 2021
                • Young parents in their 20s raise their children differently with niche attractions are more appealing to them
                  • Figure 49: Family trips preferences, by age, 2021
                • Cross collaboration links to the ‘cultural classroom’ scenario, with public welfare packaging and blind boxes to help product promotion
                  • Figure 50: KFC launches Jingchu culture-themed restaurant in collaboration with Jingzhou Museum, 2021
                  • Figure 51: Nayuki charity activities, 2021
              • Media Content and Parenting Concept: Innovative and Interactive Parent-child Content is Welcomed

                • Increased parent-child entertainment interaction and online education
                  • Figure 52: Parent-children media content – interview excerpts, 2021
                  • Figure 53: Online educational content for children – interview excerpts, 2021
                • Increased awareness of extending breadth of cultural knowledge
                  • Figure 54: Expectations and development of children – interview excerpts, 2021
                • The new generation of parents with a liberal attitude towards their children’s career
                  • Figure 55: Attitudes towards raising child, by age, 2021
                • Creating immersive and interactive parent-child experiences with cultural and life education implications
                  • Figure 56: VIPKID launches a bilingual cultural literacy course on intangible cultural heritage, 2021
                  • Figure 57: Xibei Youmian Cun parent-child oat noodle experience camp, 2021
              • Appendix

                • Abbreviations
                  • Photos of visits to lower tier cities
                    • City visited 1: Liaocheng, Shandong
                      • City visited 2: Qiqihar, Heilongjiang
                        • City visited 3: Bengbu, Anhui
                          • City visited 4: Ji’an, Jiangxi

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