Marketing to Mums - China - December 2014


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Mintel

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According to the National Bureau of Statistics, there are more than 15 million women giving birth to babies in China every year, with the majority of them (about 65%) being first-time mums. The proportion of first-time mums is even higher amongst urban consumers – reaching an average of 89% over the past three years among mums living in tier one to three cities who are surveyed in Mintel’s online interview.

The fact that these mums have experienced radical changes in their life over the past a few years – from being a little empress to their own parents to becoming responsible for their own family and kids – requires them to gain new physical skills (eg, cooking, baby care), setting up new goals in life (both for themselves and for other family members) as well as making more efficient use of their time and effort to be able to accomplish their goals.

It is undoubted that mums will be looking for support – both physical and emotional – from companies and society to aid them through the process.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Mums’ responsibilities and personal pursuits
Most hands-on: grocery shopping and children’s education
Figure 1: Mums’ responsibilities, August 2014
Most missed: personal time and good appearance
Figure 2: Things mums concern the most after having the baby, August 2014
Most want to achieve: better cooking skills and family outing time
Figure 3: Plans for the next 3 years, August 2014
Most desired compliment: a happy marriage/family life
Figure 4: Mums’ most desired complimentary words, August 2014
Mums’ concerns and aspirations for their babies
Moving from IQ to EQ development
Figure 5: Mums’ main concerns for the baby, August 2014
Great differences in mums’ parenting approach
Figure 6: Agreement with attitudinal statements, by psychographic group, August 2014
Key issues
Opportunities for beauty products innovation targeted at mums
Win working mums’ heart by marketing company ethics
A new focus point – cultivating the baby’s social characteristics
Differences in mums across city tiers
What we think

Issues and Insights

Scope for beauty products innovations targeting at mums
The facts
The implications
Figure 7: Product examples of beauty and personal care products targeting mums, UK and Germany, 2014
Win working mums’ heart by marketing company ethics
The facts
The implications
A new focus point – cultivating the baby’s social characteristics
The facts
The implications
Differences in mums across city tiers
The facts
The implications

Trend Application

Switch off
Life – an informal affair
Life Hacking

Demographic Profile of Mums Studied in this Research

Key points
Mums in tier one cities give birth to their baby at an older age
Figure 8: Fertility rate (1st birth), by women’s age, China, 2003-13
Figure 9: Age of mums in consumer research sample, by city tier, August 2014
Younger mums are in a tighter financial situation
Figure 10: Mums’ income, by age, August 2014
Nine out of 10 are first-time mums
Figure 11: Mums’ income, by number of children, August 2014
Figure 12: Birth rate, fertility rate and number of women falling into child bearing age, China, 2003-2018 (est)
Figure 13: Second-time mums, by city, August 2014

Mums’ Family Responsibilities

Key points
Elite mums tend to do more
Figure 14: Mums’ responsibilities, August 2014
Training the baby into good living habits is among mums’ top priorities
Figure 15: Example of product specially designed for training babies into good living habits, Japan, 2012
However mum cannot be the superwoman by herself
Figure 16: Responsibilities taken amongst family members, August 2014
Figure 17: Mums who delegate cooking and housework to a hired person, by income, August 2014

Attitudes towards Changes in Life

Key points
Loss of personal time is what mums miss the most
Figure 18: Things mums concern the most after having the baby, August 2014
Figure 19: Mums’ concerns for having less personal time, by income, August 2014
Opportunity for brands to take an emotional approach to target mums
Figure 20: Example of products designed to help mums relieve their tension, USA, 2010
Opportunity for personal care and health brands to target mums
Figure 21: Mums’ health concerns, by age, August 2014
Offering cost-saving solutions to straitened mums
Figure 22: Mums’ concerns on finances and stress, by income, August 2014

Mums’ Personal Goals over the Next Three Years

Key points
Improving cooking skills and having more family outings are top priorities
Figure 23: Plans for the next 3 years, August 2014
Figure 24: Example of household appliance product advertisements highlighting family happiness, China, 2014
Aspirations for making personal achievements
Wanting to get rid of work pressure
Willingness to have another baby goes up with income
Figure 25: Plan for “having another baby” in the next 3 years, by household income and city, August 2014

Mums’ Most Desired Compliments

Key points
A happy marriage is regarded as the cornerstone of mums’ happiness
Figure 26: Mums’ most desired complimentary words, August 2014
Brands can engage mums by helping them demonstrate their achievements
Figure 27: Mums’ most desired complimentary words (any), by demographics, August 2014

Mums’ Concerns for the Baby

Key points
Food safety is mums’ key focus area
Figure 28: Mums’ main concerns for the baby, August 2014
Figure 29: Example of organic supplementary baby food, China, 2014
Environmental issues become of increasing concern
Figure 30: Mums’ concerns for physical injuries and diseases, by income and city tier, August 2014
Figure 31: Example of household care products featuring anti-bacteria claims targeted at mums, China, 2014
Social cultivation comes before intellectual development
Figure 32: Mums’ concern for “a lack of socialisation skills”, by baby’s age, August 2014

Mums’ Attitudes towards Parenting

Key points
Five types of mums
Figure 33: Mums segmentation, by parental attitude, August 2014
Figure 34: Agreement with attitudinal statements, by psychographic group, August 2014

Appendix – Family Roles and Responsibilities

Figure 35: Mums’ family responsibilities, August 2014
Figure 36: Responsibilities taken amongst family members, August 2014
Figure 37: Mums’ family responsibilities – Cooking, by demographics, August 2014
Figure 38: Mums’ family responsibilities – Grocery shopping, by demographics, August 2014
Figure 39: Mums’ family responsibilities – Doing housework, by demographics, August 2014
Figure 40: Mums’ family responsibilities – Taking care of baby’s everyday life, by demographics, August 2014
Figure 41: Mums’ family responsibilities – Taking care of the baby’s education, by demographics, August 2014
Figure 42: Mums’ family responsibilities – Training the baby to have good living habits, by demographics, August 2014
Figure 43: Mums’ family responsibilities – Playing with the baby at home, by demographics, August 2014
Figure 44: Mums’ family responsibilities – Taking the baby out of home to play, by demographics, August 2014

Appendix – Attitudes towards Changes in Life

Figure 45: Things mums concern the most after having the baby, August 2014
Figure 46: Most common things that concern mums after having a baby, by demographics, August 2014
Figure 47: Next most common things that concern mums after having a baby, by demographics, August 2014

Appendix – Personal Goals over the Next 3 Years

Figure 48: Mums’ plans for the next 3 years, August 2014
Figure 49: Mums’ plans for the next 3 years – Have another baby, by demographics, August 2014
Figure 50: Mums’ plans for the next 3 years – Take an easier job, by demographics, August 2014
Figure 51: Mums’ plans for the next 3 years – Take a job with more flexible working hours, by demographics, August 2014
Figure 52: Mums’ plans for the next 3 years – Become a housewife, by demographics, August 2014
Figure 53: Mums’ plans for the next 3 years – Invest in financial products, by demographics, August 2014
Figure 54: Mums’ plans for the next 3 years – Improve my cooking skills, by demographics, August 2014
Figure 55: Mums’ plans for the next 3 years – Develop a new hobby, by demographics, August 2014
Figure 56: Mums’ plans for the next 3 years – Improve my appearance/body shape, by demographics, August 2014
Figure 57: Mums’ plans for the next 3 years – Further my education, by demographics, August 2014
Figure 58: Mums’ plans for the next 3 years – Organise more family outings/holidays, by demographics, August 2014
Figure 59: Mums’ plans for the next 3 years – Improve my home living environment, by demographics, August 2014

Appendix – Most Desired Achievements

Figure 60: Mums’ most desired complimentary words, August 2014
Figure 61: Most popular mums’ most desired complimentary words – All, by demographics, August 2014
Figure 62: Next most popular mums’ most desired complimentary words – All, by demographics, August 2014
Figure 63: Most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014
Figure 64: Next most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014

Appendix – Concerns for the Baby

Figure 65: Mums’ main concerns for the baby, August 2014
Figure 66: Most popular mums’ main concerns for the baby, by demographics, August 2014
Figure 67: Next most popular mums’ main concerns for the baby, by demographics, August 2014

Appendix – Attitude towards Parenting

Figure 68: Attitude towards parenting, August 2014
Figure 69: Agreement with the statement ‘‘A mum’s top achievement is to make her child become outstanding’, by demographics, August 2014
Figure 70: Agreement with the statement ‘It is important to set strict rules for disciplining my child(ren) from an early age’, by demographics, August 2014
Figure 71: Agreement with the statement ‘Early education benefits children’s intelligence development’, by demographics, August 2014
Figure 72: Agreement with the statement ‘A child’s personality is determined more by the parenting they receive than by nature’, by demographics, August 2014
Figure 73: Agreement with the statement ‘Having close communications with child(ren) is more important than being authoritative’, by demographics, August 2014
Figure 74: Agreement with the statement ‘Children will have better personalities if they grow up in a carefree environment’, by demographics, August 2014
Figure 75: Agreement with the statement ‘It is more important for children to live a happy life than outperform their peers’, by demographics, August 2014
Figure 76: Agreement with the statement ‘Giving my children what they ask for can help strengthen our bond with each other’, by demographics, August 2014
Figure 77: Agreement with the statement ‘Parents should provide their children with the best living conditions possible’, by demographics, August 2014
Figure 78: Agreement with the statement ‘It is hard not to be filled with anxiety when my child(ren) is not around’, by demographics, August 2014
Figure 79: Agreement with the statement ‘I am confident in the way I raise my child(ren)’, by demographics, August 2014

Appendix – Five Types of Mums based on their Attitudes towards Parenting

Figure 80: Mums segmentation, by parental attitude, August 2014
Figure 81: Target groups, by demographics, August 2014
Figure 82: Responsibilities taken amongst family members, by target groups, August 2014
Figure 83: Mums’ main concerns for the baby, by target groups, August 2014
Figure 84: Things mums miss the most after having the baby, by target groups, August 2014
Figure 85: Mums’ most desired complimentary words, by target groups, August 2014
Figure 86: Mums’ plans for the next 3 years, by target groups, August 2014
Figure 87: Attitude towards child raising, by target groups, August 2014