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Marketing to Mums - China - December 2016

Published By :

Mintel

Published Date : Dec 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Modern Chinese women are more confident than ever. But when they become mums, their life is no longer the same and they feel somewhat disoriented and helpless. New mums will see the world from a new perspective and learn how to walk the crooked path of motherhood independently. They are not perfect and instead need more understanding and tolerance.

Table of Contents

OVERVIEW
What you need to know
Covered in this Report
Definition of mums

EXECUTIVE SUMMARY
The consumer
Younger mums want to feel liberated and like value-for-money products
Most trustworthy source of information: peer mums with expertise
Figure 1: Preferred source of information across different scenarios, October 2016
Prefer purchasing online or offline for baby products?
Figure 2: Preferred channels to buy IMF, diapers, toys, strollers, books and clothes, October 2016
Brand trust comes from product authenticity and valuable services
Figure 3: Features that can enhance consumers' trust in brands, October 2016
Strong desire to look good and relieve guilty feelings towards their kids, husband and parents
Figure 4: Desired leisure activities, October 2016
Can be inspired by different types of role models
Figure 5: Desired characteristics in word cloud, October 2016
Busy with work and family duties but happy
Figure 6: Agreement (including strongly agree and somewhat agree) with different statements about role in life, relationship with their kids and parenting approaches, October 2016
Four types of mums
Figure 7: Consumer segmentation based on their attitudes towards life, October 2016
What we think

ISSUES AND INSIGHTS
Equip the anxious mums to be reassured
The facts
The implications
Not just a mum, but a unique individual
The facts
The implications
From baker to breadwinner
The facts
The implications
Foreign brands still hold a competitive edge?
The facts
The implications

DEMOGRAPHIC OVERVIEW
Younger mums tend to work for themselves
Figure 8: Mums’ employment, by age, by working status, October 2016
‘Foreign’ becomes less attractive to younger mums
Figure 9: Mums’ employment, by age, by company type, October 2016
Mums in early thirties tend to have more purchasing power
Figure 10: Mums’ personal income, by mum age, October 2016
Older mums are more acceptant to suggestions
Figure 11: Mums’ decision-making habits, by mum age, October 2016
Goodbye traditional family structures
Figure 12: Mums’ experience (ie number of children a mum has), by mum age, October 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Rely more on peer mums with expertise
Safety concerns still exist around online purchase channels
Brand trust comes from features that are easy to compare
Struggle to balance relationships with their kids, husband and parents
Desired personality traits and image are diverse

SOURCES OF INFORMATION
Understanding is the key
Figure 13: Preferred source of information across different scenarios, October 2016
The combination of expertise and empathy drives influence
My mum may not know better
Celebrity mums are less influential than expected
Brands can be a parenting expert and fun creator
Experienced mums look for alternative resources
Figure 14: Preferred source of information in selected scenarios, by mums’ experience, October 2016
Peer mums are a reliable source for parenting skills and family outings
Figure 15: Preferred information channel for parenting skills improvement, by children’s age, October 2016
Figure 16: Preferred information channel for parenting skills improvement, by children’s age, October 2016
A big difference in influencers of older mums vs younger mums
Figure 17: Preferred source of information when buying baby products, by mum age, October 2016
Figure 18: Preferred source of information when studying parenting tips, by mum age, October 2016

PURCHASE CHANNELS
Online purchase trumps bricks-and-mortar stores?
Figure 19: Preferred channels to buy IMF, October 2016
Figure 20: Preferred channels to buy diapers, October 2016
Figure 21: Preferred channels to buy toys, strollers, books and clothes, October 2016
Emerging change in our throwaway culture
Preferred purchase channels for IMF and diapers are different
The trend of purchasing IMF overseas becomes hotter
Less purchase via official websites of diaper brands
Younger mums tend to explore more channels
Figure 22: Preferences towards selected channels to purchase IMF, by mum age, October 2016
Figure 23: Preferences towards selected channels to purchase diapers, by mum age, October 2016
More experienced mums like shopping malls
Figure 24: Preferences towards selected channels to purchase IMF, by mums’ experience, October 2016
Figure 25: Preferences towards selected channels to purchase diapers, by mums’ experience, October 2016
Six categories have their own golden opportunity
Any links between influencers and purchase channels?

TRUSTED BRANDS
The more real the better
Figure 26: Features that can enhance consumers' trust in brands, October 2016
It is time for service-based business?
Mums don’t all want the same thing
Figure 27: Selected features that can enhance consumers' trust in brands, by children’s age, October 2016
Figure 28: Selected features that can enhance consumers' trust in brands, by city tier, October 2016
Personal assistance in demand
One or two desired features are not enough
Figure 29: Number of brand features chosen, October 2016

LIFE TENSION
Biggest struggle: not enough time for kids
Figure 30: Desired leisure activities, October 2016
Use technology to make up time missed
Education, a major pain point
Look good or feel good?
Balancing relationships with themselves, their husband, parents, friends with their kids’ needs

IDEAL IMAGE
Independence and maturity are most desired qualities
Figure 31: Desired characteristics in word cloud, October 2016
Should not define modern mums based on their role in family
Figure 32: Desired role in family, October 2016
Being rich is aspirational?
Figure 33: Desired expectations in life, October 2016
Charm comes from within
Figure 34: Desired image, October 2016
Confident as a woman but lack of confidence as a mum
Figure 35: Desired personality, October 2016
Leverage mums’ insecurity in communication
Compromise, a good communication angle

PSYCHOGRAPHIC OVERVIEW
Overall, highly involved in their kids’ growth
Figure 36: Agreement (including strongly agree and somewhat agree) with different statements about parenting approaches, October 2016
‘Mum’ wants to be a versatile character
Figure 37: Agreement (including strongly agree and somewhat agree) with different statements about relationship with their kids, October 2016
Generally happy as a mum
Figure 38: Agreement (including strongly agree and somewhat agree) with different statements about role in family, October 2016

CONSUMER SEGMENTATION
Four types of mums
Figure 39: Consumer segmentation based on their attitudes towards life, October 2016
Attachment Mum (?????): Family-oriented and highly involved in kids’ lives
Figure 40: Role in family, by consumer classification, October 2016
Figure 41: Parenting approaches, by consumer classification, October 2016
Figure 42: Relationship with kids, by consumer classification, October 2016
Loose Mum (?????): keen to be valued as an attractive and unique individual
Peacock Mum (?????): follow trends and intend to become the star among mum friends
BFF Mum (?????): want to become their kids’ friend, rather than a serious parent

MEET THE MINTROPOLITAN MUMS
Purchase from more channels
Have higher standards for the trusted brands
Turn to experts, famous brands and parenting books for product recommendations
Trust parents and celebrities for parenting tips
More knowledgeable and confident in parenting
Pay more attention to appearance and a colourful life
More Peacock Mums
Figure 43: Consumer segmentation based on their attitudes towards life, October 2016

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

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