{"id":50566,"date":"2021-02-26T04:03:32","date_gmt":"2021-02-25T20:03:32","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=50566"},"modified":"2022-02-28T10:53:24","modified_gmt":"2022-02-28T02:53:24","slug":"parents-in-china","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/parents-in-china\/","title":{"rendered":"A new era of parents in China: Some of the largest spenders in the country"},"content":{"rendered":"\n

New era parents in China put paramount importance on growing individually in their careers, their health and beauty<\/a> with are willing to pay a premium for convenience.<\/p>\n\n\n\n

According to a report published by Alarice<\/a> most parents in modern China spend approximately 1,000 to 5,000 RMB on their children every month, with expenditures on education and daily necessities being given equal importance.<\/p>\n\n\n\n

As Chinese parents begin parenthood in the heart of the two-child policy in China, which began in 2015, there are talks amongst Government officials in China for a three-child policy<\/a> which could potentially address China\u2019s aging problem. This has spurred the growth of maternal and children product market in China<\/a>. The most important issues that super parents in China concern themselves with are raising healthy families. This coincides with a growing health and awareness in China.<\/a><\/p>\n\n\n\n

Getting to know the new era parents in China<\/h2>\n\n\n\n
\"Gujia<\/figure><\/div>\n\n\n\n

Source: YouTube screenshot, the character Gujia from the Chinese drama \u2018Nothing but Thirty\u2019 is a quintessential supermom. She makes social sacrifices to put her son in the best pre-school and considers hiring a full-time nanny for him and entertains the idea of pursuing her entrepreneurial dreams in order to provide her son with the best life possible.<\/em><\/p>\n\n\n\n

Where modern Chinese parents live<\/h3>\n\n\n\n

Because of China\u2019s hukou system which restricts families from easily moving from city to city, migrant workers who moved to tier-1 cities to earn money must raise their children in their home town where they have a hukou. The hukou gives a child permission to receive free education and take the gaokao (China\u2019s centralized college exam) in that city. This means that the 20%<\/a> of the Chinese population that live in a city they don\u2019t possess a hukou for will have to return home (usually to a lower-tier city) to raise children. However, this leads to another phenomenon of \u2018left behind children\u2019 (\u7559\u5b88\u513f\u7ae5).  These children remain in their parent\u2019s home town to be raised by their grandparents, while the parents live in work in a large city with a higher salary.<\/p>\n\n\n\n

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As the system nudges parents to raise children in their hometown, more than half of Chinese parents with children under 12 live in tier 3 cities and below. Additionally, parents born between 1985 and 1995 are more likely to live in tier-3 cities and below than parents born earlier than 1985.<\/p>\n\n\n\n

\"new<\/figure><\/div>\n\n\n\n

Data source: CBNData, 85s and 95s Mothers Report<\/a>, new parents city distribution in China<\/em><\/p>\n\n\n\n

Chinese parents with children under 12 account for 300 million active mobile internet users, and their internet usage is increasing. According to a recent report from QuestMobile, they spent more time on the internet with a 13.1% YoY increase in April 2020.<\/p>\n\n\n\n

Chinese parents  normally purchase their children\u2019s products on e-commerce websites and apps. Key factors that propel purchase decisions are word-of mouth references  coupled with quality assurance.<\/p>\n\n\n\n

More than half of the parents in China hold a basic bachelor\u2019s degree allowing them to find suitable jobs with suitable incomes. Their consumption focus is mostly on purchasing children\u2019s products, nutritious food and supplements<\/a>, educational products<\/a>, high-tech wearables<\/a> and fitness related products<\/a>.<\/p>\n\n\n\n

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Data source: iResearch, 2020 China Internet Maternal and Child New Generation Research<\/a><\/em>, Chinese parents education level (2020)<\/em>, based on parenting app user data<\/em><\/p>\n\n\n\n

New era moms in China are living on their own terms<\/h2>\n\n\n\n

The majority of mothers in China are millennials increasingly known as \u201chot mamas\u201d and \u201cspicy moms\u201d.<\/a>  These nicknames mean that they do not bow down to any traditional norms like their previous generations did. Rather, they live life on their terms and do not feel the need to give up their hobbies, interests, fitness, and fashion<\/a> just because they have become mothers.<\/p>\n\n\n\n

Mothers in China are tech savvy and trend-savvy. They more often turn to social media and follow popular online parenting advice rather than listen to their own parents. Since more than half of mothers in China hold a bachelor\u2019s degree and have managed to secure a professional career, they have become less price sensitive, especially when it comes to spending on their children. Quality and safety are top priorities. New era mothers in China have decent incomes and with more and more avenues opening due to e-commerce, social media post 95s super moms are fast catching up with high earning post 85s.<\/p>\n\n\n\n

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Data source: CBNData, 85s and 95s Mothers Report<\/a>, income of Chinese mothers.<\/em><\/p>\n\n\n\n

According to research carried out by Nielsen, mothers in China are focusing on spending their money on four categories of vacations, education, recreational activities and self-improvement. Brands must realize this is a rapidly growing market in all tiers of cities in China with quality and safety in products a key factor to dominate this target market.<\/p>\n\n\n\n

New era dads in China are creating their own unique consumer profile<\/h2>\n\n\n\n

Chinese fathers are very similar to the new era mothers in China and brands need to understand this growing consumer sector carefully before marketing products. According to a consumer report by iiMedia<\/a> the key features of new era dads in China are as follows:<\/p>\n\n\n\n