Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- Strive to make life more comfortable and enjoyable
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- Figure 1: Goals for the next five years – word cloud, August 2017
- Dads are making a bigger difference in children’s growth
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- Figure 2: Responsibilities of different household chores, 2014 vs 2017
- Educational elements are a key to children’s leisure time
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- Figure 3: Important factors in leisure activities for children, August 2017
- Highly concerned about uncensored content on media
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- Figure 4: Media content parents prevent children from watching, August 2017
- Parents do not act like a know-it-all when shopping for their children
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- Figure 5: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
- Modern parents’ priorities – Value and attitude
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- Figure 6: Attitudes towards priority of parents vs partner, priority of me vs my children, parenting styles and education methods, August 2017
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- Figure 7: Consumer segmentation based on their attitudes towards life, August 2017
- What we think
Issues and Insights
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- Pet, the new icon in commercials targeting young families
- The facts
- The implications
- More opportunities for technology to look after children’s wellbeing
- The facts
- The implications
- How is the gender neutrality trend playing out in China?
- The facts
- The implications
The Consumer – What You Need to Know
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- Priorities of mums and dads are similar and their roles are converging
- Keen to promote children’s development but worries over media consumption
- Who makes the final purchase decision, parents or children?
Demographic Overview
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- Emerging modern family structure: 2 children and a pet
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- Figure 8: Intention to have another child among parents who have one child, 2015-17
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- Figure 9: Intention to have another child among parents who have one child, by pet ownership, August 2017
- Younger mums earn more than previous generations did at the same age
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- Figure 10: Monthly personal income, by parents’ age and gender, 2014 vs 2017
Next-five-years Goals
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- A clear priority in upgrading living condition
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- Figure 11: Goals for the next five years – Word cloud, August 2017
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- Figure 12: Attitudes towards “raising my children is more important than developing a good career”, August 2017
- Priority differences across age, gender and income
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- Figure 13: Goals for the next five years, by parents’ age, August 2017
- Figure 14: Goals for the next five years, by parents’ gender, August 2017
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- Figure 15: Goals for the next five years, by household income, August 2017
Responsibilities of Household Chores
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- Mums are the default parent but with less household burden
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- Figure 16: Responsibilities of different household chores, August 2017
- Convergence between dads and mums’ responsibilities
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- Figure 17: Rank of female dominance index among different household duties, 2014 vs 2017
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- Figure 18: Attitudes towards “it’s very proud of men being stay-at-home dads”, by monthly household income and intention to have another child, August 2017
- Gender differences of financial management
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- Figure 19: FDI of managing household finance, from 2014-17
- Gender differences of shopping for home
Leisure Activities for Children
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- Keen to cultivate emotionally and socially intelligent children
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- Figure 20: Important factors in leisure activities for children, August 2017
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- Figure 21: Examples of STEM club toys
- Chinese dads tend to be more hands-on
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- Figure 22: Important factors in leisure activities for children, by parents’ gender, August 2017
- Role of children’s gender and age in their development priority
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- Figure 23: Important factors in leisure activities for children, by children’s age, August 2017
Concerns around Children’s Media Exposure
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- Strong demand to filter media content
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- Figure 24: Media content parents prevent children from watching, August 2017
- Dads are more protective
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- Figure 25: Media content parents prevent children from watching, by parents’ gender, August 2017
- Older children’s parents tend to worry more
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- Figure 26: Media content parents prevent children from watching, by children’s age, August 2017
- Girls’ and boys’ parents have different concerns
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- Figure 27: Media content that parents who have only one child prevent their child from watching, by children’s gender, August 2017
Purchase Decision Makers
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- Influence of children and parents varies by category
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- Figure 28: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
- Dads are more careful and protective when shopping for children
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- Figure 29: Percentage of parents who think their children’s opinions are the most important in purchase decisions of various categories, by parents’ gender, August 2017
- Role of children’s gender and age in purchase decisions
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- Figure 30: Percentage of parents with only one child who think their children’s opinions are the most important in purchase decisions of various categories, by children’s gender, August 2017
- Figure 31: Role of parents, children and other people in purchase decisions across categories among parents whose children are 0-3, August 2017
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- Figure 32: Role of parents, children and other people in purchase decisions across categories among parents whose children are 4-6, August 2017
- Figure 33: Role of parents, children and other people in purchase decisions across categories among parents whose children are 7-12, August 2017
Psychological Overview
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- Which one is more important, spouse or parents?
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- Figure 34: Attitudes towards relationship with parents and partner, August 2017
- Modern parenting styles
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- Figure 35: Attitudes towards parenting styles, August 2017
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- Figure 36: Media content that parents prevent children from watching, by consumer type, August 2017
- Figure 37: Important factors in leisure activities for children, by consumer type, August 2017
- Learning through technology and doing chores
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- Figure 38: Attitudes towards parenting styles, August 2017
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- Figure 39: Agreement on “children should spend time helping with household chores rather than studying all the time”, by children’s age, August 2017
Consumer Segmentation
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- Four types of parents
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- Figure 40: Consumer segmentation based on their attitudes towards life, August 2017
- Going-all-out parents (全力以赴的家长)
- Demographic profile
- Distinctive characteristics, values and beliefs
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- Figure 41: Attitudes towards parenting styles, % any agree, by consumer classification, August 2017
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- Figure 42: Attitudes towards the relationship between me and my children, % any agree, by consumer classification, August 2017
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- Figure 43: Attitudes towards my relationship with parents and partner, % any agree, by consumer classification, August 2017
- Marketing implications
- Progressive parents (崇尚新式生活的家长)
- Demographic profile
- Distinctive characteristics, values and beliefs
- Marketing implications
- Academic prioritisers (学业为重的家长)
- Demographic profile
- Distinctive characteristics, values and beliefs
- Marketing implications
- Bewildered parents (不知所措的家长)
- Demographic profile
- Distinctive characteristics, values and beliefs
- Marketing implications
Meet the Mintropolitans
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- More Progressive parents
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- Figure 44: Consumer segmentation based on their attitudes towards life, August 2017
- Future parents: assertive about their parenting skills, willing to give children space but require more time for themselves
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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