Table of Contents
Executive Summary
-
- The consumer
- Average basic spending on children under 6 years old is as much as RMB3,000 per month
-
- Figure 1: Child-related expenses, January 2020
- Most surveyed families with 0-6-year-old children get grandparents’ support
-
- Figure 2: Support from grandparents, by age, January 2020
- Figure 3: Support from grandparents, by city tier, January 2020
- High awareness of the importance of sports and outdoor activities
-
- Figure 4: Extracurricular courses, January 2020
- Strong awareness of practical skills training, including hands-on activities, and computer programming
-
- Figure 5: Extracurricular courses, by education level, January 2020
- Only 45% of surveyed parents mention word of mouth among the three most used information channels for child-related products
-
- Figure 6: Information channels, January 2020
- Parenting magazines are still popular in tier two cities and among moms
-
- Figure 7: Information channels, by gender and city tier, January 2020
- Safety is the top concern, followed by good value for money
-
- Figure 8: Preferred brand attributes, January 2020
- Promotions on brands and technology will be more effective in tier three cities than tier one and two cities
-
- Figure 9: Preferred brand attributes, by city tier, January 2020
- Education and hobbies are the top areas parents are willing to spend more on, while digital devices come last
-
- Figure 10: Future spending emphasis, January 2020
- Digital devices are not a priority to invest in
-
- Figure 11: Future spending emphasis, by education level, January 2020
- Free-range parenting is gradually accepted by today’s parents
-
- Figure 12: Parenting attitude, by generation, January 2020
- 40% of parents think online learning lessons can replace offline lessons
-
- Figure 13: Parenting attitude, by generation, January 2020
- What we think
Issues and Insights
-
- Increasingly accepted free-range parenting attitude and the power of sports concept marketing
- The facts
- The implications
-
- Figure 14: Milo sports program, January 2020
- Digital parenting, including online learning tools, intellectual toys and wearable devices, is welcomed by young parents
- The facts
- The implications
-
- Figure 15: Pampers’ Lumi parenting system, January 2020
- Social commerce more than merely a portal to e-commerce, ensures increased audience trust and engagement
- The facts
- The implications
-
- Figure 16: Promotion of mom’s social commerce on jd.com, January 2020
The Consumer – What You Need to Know
-
- Basic expenditure on children under 6 years old is around RMB3,000 per month on average
- Sports and practical skills are other increasingly emphasised areas
- Word of mouth is the most mentioned single information channel, while the influence of social media overall is the strongest
- Safety is still the top concern for child-related products or services
- Free-range parenting increasingly accepted by today’s parents
Spending on Children
-
- Average basic spending on children under 6 years old is as much as RMB3, 000 per month
-
- Figure 17: Child-related expenses, January 2020
-
- Figure 18: Average spending on four categories, by age of children, January 2020
- Low household income families spend a quarter of their total household income on their children
-
- Figure 19: Average household income, by income level, January 2020
- Most surveyed families with 0-6-year-old children get grandparents’ support
-
- Figure 20: Support from grandparents, by age, January 2020
-
- Figure 21: Support from grandparents, by city tier, January 2020
- Grandparents’ financial aid has little effect on education and diet but more on wear and leisure
-
- Figure 22: Child-related expenses, by aid received, January 2020
Extracurricular Education
-
- High awareness of the importance of sports and outdoor activities
-
- Figure 23: Extracurricular courses, January 2020
-
- Figure 24: Extracurricular courses, by income level, January 2020
- Figure 25: Parenting attitude, by income level, January 2020
- Being well prepared for academic lessons in primary school and the concept of “not losing at the start line”
-
- Figure 26: Extracurricular courses, by children’s age, January 2020
-
- Figure 27: Parenting attitude, by education level, January 2020
- Early start for dance, art and music lessons to help children build confidence
-
- Figure 28: Extracurricular courses, by children’s age, January 2020
-
- Figure 29: Extracurricular course, by city tier, January 2020
- Strong awareness of practical skills training, including hands-on activities, and computer programming
-
- Figure 30: Extracurricular courses, by education level, January 2020
Information Channels
-
- Only 45% of surveyed parents mention word of mouth among the three most used information channels for child-related products
-
- Figure 31: Information channels, January 2020
- Online forums more welcomed by high household income parents, while short video and live streaming more popular with low household income parents
-
- Figure 32: Information channels, by income level, January 2020
- Parenting magazines are still popular in tier two cities and among moms
-
- Figure 33: Information channels, by gender and city tier, January 2020
- Usage of e-commerce platforms is influenced by children’s age and more popular among parents from tier one cities
-
- Figure 34: Information channels, by city tier and age of children, January 2020
Preferred Brand Attributes
-
- Safety is the top concern, followed by good value for money
-
- Figure 35: Preferred brand attributes, January 2020
- Promotions on brands and technology are more effective in tier three cities than tier one and two cities
-
- Figure 36: Preferred brand attributes, by city tier, January 2020
- Ethical labels and celebrity effect are more effective with high-income consumers
-
- Figure 37: Preferred brand attributes, by income level, January 2020
Future Spending Emphasis
-
- Education and hobbies are the priority parents will continue to invest more in
-
- Figure 38: Future spending emphasis, January 2020
-
- Figure 39: Parenting attitude, by generation, January 2020
- More parents of low household income are willing to compromise their own enjoyment and invest in children’s education
-
- Figure 40: Future spending emphasis, by income level, January 2020
- Figure 41: Parenting attitude, by income level, January 2020
- Digital devices are not a priority to invest in
-
- Figure 42: Future spending emphasis, by education level, January 2020
-
- Figure 43: Parenting attitude, by education level, January 2020
Parenting Style and Expectations
-
- Free-range parenting is being gradually accepted by today’s parents
-
- Figure 44: Parenting attitude, by generation, January 2020
- More postgraduate-educated parents would prefer their children take it easy rather than get involved in fiercer competition
-
- Figure 45: Parenting attitude, by education level, January 2020
- 40% of parents think online learning lessons can replace offline lessons
-
- Figure 46: Parenting attitude, by generation, January 2020
Meet the Mintropolitans
-
- Free-range parenting is more welcomed by MinTs
-
- Figure 47: Parenting attitude, by consumer classification, January 2020
- MinTs are more willing to invest more on children, even for digital devices
-
- Figure 48: Preferred brand attributes, by consumer classification, January 2020
- MinTs tend to acquire information from specialized channels
-
- Figure 49: Information channels, by consumer classification, January 2020
Appendix – Methodology and Abbreviations
-
- Methodology
- Abbreviations
Back to top