2022
0
China Marketing to Young Parents in Lower Tier Cities Market Report 2022
2023-01-11T03:01:49+00:00
OX1103115
3695
159199
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Report
en_GB
"Young parents in lower tier cities are increasingly embracing modernised ways of parenting, and expect to gain inspirations on parenting methods and activities through a variety of channels, to create…

China Marketing to Young Parents in Lower Tier Cities Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Young parents in lower tier cities are increasingly embracing modernised ways of parenting, and expect to gain inspirations on parenting methods and activities through a variety of channels, to create an unregrettable childhood for their kids. However, compared with their counterparts in tier 1 and tier 2 cities, they still hold some traditional parenting concepts, especially the deep-rooted beliefs in gender differences. In product development or marketing strategies, brands need to meet their needs to keep up-to-date without pushing them too hard. Content marketing that is knowledge-based and fun might help brands to win lower tier city parents over.”

– Gloria Gan, Research Analyst

Key issues covered in this Report:

  • Trends in children’s fashion: parent-child communication on outfit choices both an opportunity and a risk
  • Changes in parenting concepts: digital parenting and the rise in awareness against ‘tough raising’
  • Preferences for parent-child activities: orderly and themed curriculum and activities to expand horizons
  • Innovations in marketing models: opportunities in precise content marketing and purchases from official channels

Table of Contents

  1. Overview

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

            • The market
              • Mid-late-stage urbanisation spawns new challenges and opportunities for industrial structure development in lower tier cities faces
                • Figure 4: GDP sector compositions, by city tier, 2018-20
              • COVID-19 outbreaks affect the consumption environment in lower tier cities more greatly than tier 1 cities
                • Figure 5: Total retail sales and year-on-year growth rate of consumer goods, by city tier, 2018-20
              • Lower tier city consumers tend towards conservative consumption behaviours despite limited immediate impact of the outbreak
                • Confidence in financial situation rebound steady in lower tier cities but will be indirectly affected by tier 1 and 2 cities
                  • Figure 6: Confidence in improving future finances – Very confident/somewhat confident, by city tier, 2020-22
                • The Consumer
                  • Parent-child communication on outfit choices both an opportunity and a risk
                    • Figure 7: Attitudes towards raising children – Selected items, by age, 2021
                  • Digital parenting and the awareness against ‘tough raising’
                    • Figure 8: Selected attitudes towards child-rearing – Agree, by age, 2021
                  • Orderly and themed curriculum and activities
                    • Figure 9: Cultivating children’s awareness, by age of youngest child, 2021
                  • Opportunities in precise content marketing and purchases from official channels
                    • Figure 10: Interests on child-related content posted/pushed/introduced by KOLs, by age, 2022
                  • What we think
                  • Introduction to Lower Tier Cities in China

                      • Mid-late-stage urbanisation spawns new challenges and opportunities for industrial structure development in lower tier cities faces
                        • Figure11: GDP sector compositions, by city tier, 2018-20
                      • COVID-19 outbreaks affect the consumption environment in lower tier cities more greatly than tier 1 cities
                        • Figure 12: Total retail sales and year-on-year growth rate of consumer goods, by city tier, 2018-20
                      • Real income growth slowing down in lower tier cities
                        • Figure 13: Per capita annual salary, by city tier, 2018-20
                      • Proportion of single, unmarried people in high-income groups in lower tier cities is approaching that of tier 1 cities
                        • Figure14: Family structure of respondents, by city tier, 2019-June 2022
                      • Car ownership and gym membership penetration rates comparable to tier 1 and tier 2 cities
                        • Figure 15: Car ownership and gym membership, by city tier, 2017-June 2022
                    • Market Factors

                      • Lower tier city consumers tend towards conservative consumption behaviours despite limited immediate impact of the outbreak
                        • Figure 16: Impact of COVID-19, by city tier, 2022
                        • Figure 17: COVID-related actions in future, by city tier, 2022
                      • Confidence in financial situation rebound steady in lower tier cities but will be indirectly affected by tier 1 and 2 cities
                        • Figure 18: Confidence in improving future finances – Very confident/somewhat confident, by city tier, 2020-22
                      • Home appliances leading trading up in various categories, while commercial centres march into lower tier market
                        • Leisure and entertainment market has considerable room for growth, while ‘social economy’ offers great potential
                          • Figure 19: Ways of de-stressing, by city tier, 2022
                      • Parent-child Communication on Outfit Choices Both an Opportunity and a Risk

                        • Most parents consider sporty styles gender-neutral
                          • Figure 20: Attitudes towards gender-neutral childrenswear – Interview excerpts, 2022
                        • Though with strong beliefs in gender differences, parents are aware that children think different
                          • Figure 21: Clothes styles to purchase for/dress children – Interview excerpts, 2022
                          • Figure 22: Channels to know about children fashion trends – Interview excerpts, 2022
                        • Opportunities and risks exist in gender-inclusive marketing in children’s fashion
                          • Figure 23: Attitudes towards raising children – Selected items, by age, 2021
                        • IP collaborations become the new favourite for parents of 0-6 boys
                          • Figure 24: Purchase intentions of IP collaboration products for children, by age, 2021
                        • The connection between children’s IP and arts and culture sector
                          • Figure 25: FILA KIDS x Shaun the Sheep x V&A Museum, 2021
                        • Sporty gender-agnostic trends in children’s fashion
                          • Figure 26: MiniPeace genderless sportswear series Xin chao wan jia, 2022
                      • Digital Parenting and the Awareness Against Tough Raising

                        • Digital parenting widely accepted, yet lacks management experience
                          • Figure 27: Attitudes about children’s usage of digital products – Interview excerpts, 2022
                          • Figure 28: Managing children’s usage of digital products – Interview excerpts, 2022
                        • Accepting that ‘indulgent raising’ could enrich children’s life
                          • Figure 29: The awareness against ‘tough raising’ method – Interview excerpts, 2022
                        • The influence of popular trends on purchasing for children shifts from clothes to educational toys/sports equipment
                          • Figure 30: Influence on choices of products from others or trends, by age, 2021
                        • Young parents are more opposed to the traditional way and have a more sensible view towards digital parenting
                          • Figure 31: Selected attitudes towards child-rearing – Agree, by age, 2021
                        • Digital-smart parenting content helps brands drive growth in private channels
                          • Figure 32: Pampers X Snapchat AR children’s classics, 2022
                        • Develop empathy through spiritual indulgence
                          • Figure 33: The Beast Home x Shanghai Animation Film Studio co-branding series, 2022
                          • Figure 34: Love & Poems campaign of Hopewater on Children’s Day on 1 June 2022
                      • Orderly and Themed Curriculum and Activities

                        • Strong awareness of phase-based learning and development
                          • Figure 35: Developing hobbies for children – Interview excerpts, 2022
                          • Figure 36: Concepts on hobby development of children – Interview excerpts, 2022
                        • Broadening knowledge scope is popular
                          • Figure 37: Attitudes and interests towards emerging parent-child leisure activities – Interview excerpts, 2022
                        • Programming courses for children become popular
                          • Figure 38: Participation and interests of parent-child activities – Select, by age of youngest child, 2021
                        • Cultivating children’s awareness of sustainable lifestyles is of top priority
                          • Figure 39: Cultivating children’s awareness, by age of youngest child, 2021
                        • Create family experience check-in opportunities to improve customer loyalty
                          • Figure 40: Holiday Inn x Nintendo Switch, Tencent partnered to launch Super Mario Party family-themed experience, 2021
                        • Extend the classroom to consolidate learning in the field
                          • Figure 41: Kayoudidai non-for-profit parent-child event “On the road, Women drive”, 2022
                      • Opportunities in Precise Content Marketing and Purchases from Official Channels

                        • Short video marketing penetrates child-rearing
                          • Figure 42: Information channels and relevant content of parenting – Interview excerpts, 2022
                          • Figure 43: Attitudes towards child-rearing content – Interview excerpts (other feedback), 2022
                          • Figure 44: Attitudes towards parenting content – Interview excerpts (positive feedback), 2022
                        • Different modes for online and offline brand activities
                          • Figure 45: Offline activities provided by brands – Interview excerpts, 2022
                          • Figure 46: Online activities provided by brands – Interview excerpts, 2022
                        • Children’s food and beverage content most popular; needs for education information yet to be met
                          • Figure 47: Interests on child-related content posted/pushed/introduced by KOLs, by age, 2022
                        • Young parents less responsive to exchanging for gifts with points and cashback on purchases
                          • Figure 48: The appeal of brand membership activities, by age, 2021
                        • Maximise the pin function in short videos
                          • Figure 49: The ‘frame-based’ function launched by Haokan Video, 2021
                        • Make differentiation of customisation and prizes (not for sale) valuable
                          • Figure 50: Limited edition thermos and member-only products for signing up with Sanrio Fans Club, 2022
                      • Appendix

                        • Abbreviations

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