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Marketing to Families - China - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Advertising and Marketing

No. of Pages : 174 Pages

Dads are getting more involved in household duties such as grocery shopping, cooking, and taking care of children. It is vital for companies and brands to understand that the traditional parental roles and priorities no longer exist nowadays to modern parents in their 20s and 30s. Dads may still be the breadwinner in some families, however they are generally spending more time with their family and their care of their families is no less than that of mums.

It is also important for companies to examine the influence that kids have on family purchases (eg safety, education, health), the emotional bonding between the kids and the parents, and what they can do to optimize marketing and product development efforts.
Table of Content

Introduction

Definition
Methodology
Limitation
Abbreviations
Terms

Executive Summary

Overview of today’s Chinese families
The Consumer
Diversity of Chinese families
Figure 1: Target Groups, April 2014
Disciplinarian
Family pleaser
Permissive
Relaxed
Encourage men to shop more
Dads and mums are mostly aligned with each other’s priorities
Sources of influence vary across cities
Different level of children’s influences and pester power
‘Time off’ from digital devices
Key Issues
Look here, modern dads
Marketing children-friendly household care products to families with babies or toddlers
Helping parents to foster good eating habits among children
Family togetherness and parent-child bonding moment

Overview of Today’s Chinese Families

Key points
More nuclear families
Figure 2: Number of children, by age, April 2014
But extended families still play an important role
Willingness to have more than one child varies across cities
Figure 3: Number of children, by selected demographics, April 2014
Rising divorce rate spurs changes in China’s family structures
Figure 4: Marriage rate, divorce rate and the ratio of divorce to marriage in China, 2006-13
Enriched roles of working mums in the family

Issues and Insights

Look here, Modern dads
The facts
The implications
Marketing child-friendly household care products to families with babies or toddlers
The facts
The implications
Figure 5: List of household care products with positioning claims for babies & toddlers (0-4 years old), China, Japan, UK and USA, 2011-14 (Jun)
Figure 6: Examples of household care products with babies & toddlers (0-4 years old)-friendly claims, Malaysia and Taiwan, 2011 – 13
Helping parents to foster good eating habits among children
The facts
The implications
Family togetherness and parent-child bonding moment
The facts
The implications

Trend Applications

Trend: Man in the Mirror
Figure 7: Tide Plus Febreze Freshness Sport Victory Fresh Laundry Detergent, US, 2013
Trends: Return to the expert
Mintel futures: Brand Intervention

Who’s Innovating?

Household appliances’ eyes on families with young children
Super-daddy bandwagon

The Consumer – Understanding Different Types of Chinese Families

Key points
Different parenting styles of Chinese families
Figure 8: Target Groups, April 2014
Disciplinarian
Demographic traits
Parenting style - committed parents, sometimes stressed
“I need more time for my family.”
Disciplinary in buying things for children
Marketing opportunities
Family pleaser
Demographic traits
Parenting style - enjoy parenting and time with kids
“My own needs are important as well.”
Like to do shopping with children
Marketing opportunities
Permissive
Demographic traits
Parenting style - more relaxed approach in parenting
Parenting information is important to them
Attracted by children-friendly products and leisure places
Marketing opportunity
Relaxed
Demographic traits
Parenting style – more independent
More receptive to information other than their family members
Children have the most influence on out-of-home activities
Marketing opportunities

The Consumer – Responsibilities in the Household

Key points
Division of responsibilities remains traditional…
Figure 9: Responsibilities of different household duties, by gender, April 2014
…but there are trends to suggest dads are more involved as well
Simplify household duties, for busy mums, and dads too
Making shopping easier for dads
Gift marketing to dads
Leisure-time planning is a family thing
Young and low income families get more support from grandparents
Figure 10: Responsibilities of different household duties – Someone else living with us (eg parents) is responsible for this, by demographics, April 2014
Grandparents want to feel much younger and involved

The Consumer – Important Aspects in Life

Key points
Figure 11: Important aspects in life that pay more attention to, by gender, April 2014
Dads and mums are mostly aligned in their priorities
Marketing health according to different family needs
Figure 12: Selected important aspects in life, by age, April 2014
Figure 13: Brand’s product offerings in Asian markets, 2009-12
Convenience devices to help busy young parents
Creating a kids-safe living environment
Figure 14: Household care products (Fabric care, hard surface care, dishwashing products and toilet care) with positioning claims for babies & toddlers (0-4 years old), China, UK and USA, 2011-14 (Jun)
The uniqueness about families in Wenzhou
Figure 15: Important aspects in life, Wenzhou, April 2014

The Consumer – Influencing Power on Groceries Purchases

Key points
Figure 16: Source of influence in household groceries purchase, April 2014
Children’s needs are put first
Recommendation from peers wins over parents’
Figure 17: Selected source of influence in household groceries purchase, by gender, April 2014
Younger parents place more trust with the professionals
Figure 18: Source of influence – Recommendations from professionals, by parents’ age group, April 2014
Differences between high and low income groups
Figure 19: Sources of influence in household groceries purchase, by Monthly Household Income, April 2014
Sources of influence vary across cities
Figure 20: Factors contributing to household groceries purchase, by Wenzhou and Suzhou, April 2014

The Consumer – Children’s Influence Across Categories

Key points
Figure 21: Child(ren)’s influence, April 2014
Different level of children’s influences and pester power
Figure 22: Child(ren)’s influence, by Target Groups, April 2014
Children’s influence changes as they grow older
Figure 23: Child(ren)’s influence on selected household purchase decisions , by age of children, April 2014
More influence on holiday planning as they grow up
Parents of babies/toddlers are more careful about household care products
About two in 10 digital device purchases are influenced by children

The Consumer – Planning Out Family Leisure Activities

Key points
Figure 24: Consideration factors in planning family activities, April 2014
Even in leisure activities, parents still think about helping kids to learn
Parents with children under the age of 10 want more age-refined leisure activities
Figure 25: Selected consideration factors in planning family activities, by children’s age, April 2014
Making shopping journey less stressful for parents
Well-known places or online recommendations are more important to parents with older kids
Figure 26: Selected consideration factors in planning family activities, by children’s age, April 2014
Discounts are less strong incentives for certain parents
Attract returning visitors

The Consumer – Attitudes towards Children’s Development

Key points
Figure 27: Attitudes towards children’s development, April 2014
Most parents think talking with children is important
Figure 28: “Strongly agree” with attribute - Parent’s interaction and communication with kids (eg participating in family-bonding activities with them, listening to their problems/opinions) plays an important role in their development, by cities and tier, April 2014
Tier two cities see children’s personality as important as academic achievement
‘Time off’ digital devices

The Consumer – Attitudes towards Balancing Time and Needs

Key points
Figure 29: Attitudes towards balancing time and needs, April 2014
Dads feel more enjoyment from buying things for family
Embracing parent-children time

The Consumer – Attitudes towards Family Cohesion

Key points
Figure 30: Attitudes towards family cohesion, April 2014
Create more occasions and environment for family gathering
Dads are catching up on being socially active with family
Figure 31: Agreement with attribute –‘ It is still important for family to be socially active in various activities (eg parent-child camping, family outing organized by company) after having a child’, by gender, April 2014
Consumers from lower tier cities value families’ views even more
Figure 32: Agreement with attribute –‘ It is still important for family to be socially active in various activities (eg parent-child camping, family outing organized by company) after having a child’, by gender, April 2014

Appendix – Different Types of Chinese Families

Figure 33: Target groups, April 2014
Figure 34: Target groups, by demographics, April 2014
Figure 35: Responsibilities in the household, by target groups, April 2014
Figure 36: Child(ren)’s influence, by target groups, April 2014
Figure 37: Important aspects in life, by target groups, April 2014
Figure 38: Consideration factors in planning family activities, by target groups, April 2014
Figure 39: Source of influence in household groceries purchase, by target groups, April 2014
Figure 40: Family lifestyle and attitudes, by target groups, April 2014

Appendix – Responsibilities in the Household

Figure 41: Responsibilities in the household, April 2014
Figure 42: Responsibilities in the household – Managing household finances, by demographics, April 2014
Figure 43: Responsibilities in the household – Car maintenance, by demographics, April 2014
Figure 44: Responsibilities in the household – Cooking meals, by demographics, April 2014
Figure 45: Responsibilities in the household – Grocery shopping, by demographics, April 2014
Figure 46: Responsibilities in the household – Doing housework, by demographics, April 2014
Figure 47: Responsibilities in the household – Buying gifts, by demographics, April 2014
Figure 48: Responsibilities in the household – Home DIY/repairs/renovation, by demographics, April 2014
Figure 49: Responsibilities in the household – Holiday planning, by demographics, April 2014
Figure 50: Responsibilities in the household – Organizing family leisure activities, by demographics, April 2014
Figure 51: Responsibilities in the household – Taking care of child(ren), by demographics, April 2014
Figure 52: Responsibilities in the household – Taking care of other family members, by demographics, April 2014

Appendix – Important Aspects in Life

Figure 53: Important aspects in life, April 2014
Figure 54: Important aspects in life – Child(ren)’s education, by demographics, April 2014
Figure 55: Important aspects in life – Health of myself/my family members, by demographics, April 2014
Figure 56: Important aspects in life – Food safety, by demographics, April 2014
Figure 57: Important aspects in life – Spending more time with my family, by demographics, April 2014
Figure 58: Important aspects in life – Diet of myself/my family members, by demographics, April 2014
Figure 59: Important aspects in life – Financial wellbeing, by demographics, April 2014
Figure 60: Important aspects in life – Home living environment, by demographics, April 2014
Figure 61: Important aspects in life – Time management, by demographics, April 2014
Figure 62: Important aspects in life – Keeping myself updated with the times, by demographics, April 2014
Figure 63: Important aspects in life – Furthering my career, by demographics, April 2014

Appendix – Influencing Power on Grocery Purchases

Figure 64: Source of influence in household groceries purchase, April 2014
Figure 65: Most popular Source of influence in household groceries purchase, by demographics, April 2014
Figure 66: Next most popular Source of influence in household groceries purchase, by demographics, April 2014

Appendix – Children’s Influence Across Categories

Figure 67: Child(ren)’s influence, April 2014
Figure 68: Child(ren)’s influence – Durable goods, by demographics, April 2014
Figure 69: Child(ren)’s influence – Groceries, clothes and accessories, by demographics, April 2014
Figure 70: Child(ren)’s influence – Outing/leisure/holiday, by demographics, April 2014
Figure 71: Child(ren)’s influence – Education and healthcare, by demographics, April 2014

Appendix – Planning Out Family Leisure Activities

Figure 72: Consideration factors in planning family activities, April 2014
Figure 73: Most popular consideration factors in planning family activities, by demographics, April 2014
Figure 74: Next most popular consideration factors in planning family activities, by demographics, April 2014

Appendix – Family Lifestyle and Attitudes

Figure 75: Family lifestyle and attitudes, April 2014
Figure 76: Agreement with the statement ‘Parent’s interaction and communication with kids plays an important role in their development’, by demographics, April 2014
Figure 77: Agreement with the statement ‘It is important for the family to gather on certain occasions’, by demographics, April 2014
Figure 78: Agreement with the statement ‘Kids having a good personality is more important than doing well academically’, by demographics, April 2014
Figure 79: Agreement with the statement ‘It is still important for family to be socially active in various activities after having a child’, by demographics, April 2014
Figure 80: Agreement with the statement ‘Children should spend time helping with house chores rather than studying all the time’, by demographics, April 2014
Figure 81: Agreement with the statement ‘It is important to listen to opinions from other family members before making the final decision’, by demographics, April 2014
Figure 82: Agreement with the statement ‘I feel more satisfied about buying things for my family than for myself’, by demographics, April 2014
Figure 83: Agreement with the statement ‘My own needs usually take second place after my child(ren)’s’, by demographics, April 2014
Figure 84: Agreement with the statement ‘I prefer to take care of my children myself rather than giving these responsibilities to another person’, by demographics, April 2014
Figure 85: Agreement with the statement ‘Products/services that can help to make my life easier’, by demographics, April 2014
Figure 86: Agreement with the statement ‘Letting children spending too much time using internet/digital devices is not good for their development’, by demographics, April 2014
Figure 87: Agreement with the statement ‘Taking care of my child(ren) has left me little time for other things’, by demographics, April 2014

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