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Rhythm Moving with Chinese Mums

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RHYTHM – MOVING WITH CHINESE MOTHERS, a quantitative and qualitative research study that explores the desires and concerns of Chinese mums.

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Rhythm Moving with Chinese Mums

  1. 1. OMD COPYRIGHT 2015
  2. 2. Welcome to Rhythm: Moving with Modern Chinese Mothers, the first in our Rhythm series which explores how an evolving China is affecting its people. China is rapidly changing on all fronts: society, economy, technology all have seen fundamental transformation in the past 30 years. We now have 3 generations of Chinese consumers who have only experienced China as a booming economy and world power. They have access to more brands, products, information and money than ever. Barriers to buying products have diminished with the rise of E-Commerce and affordable mobile phones have opened the digital world for some people for the first time. This wealth of choices has not come without challenges—income disparity, pollution, food safety and pressure have become the bywords of progress. Brands need to be in tune with the new China, one where innovation and rapid change are the norm, digital is fundamental and the tension of development lies under glittering skylines. Rhythm: Moving with Modern Chinese Mothers looks into how this China is shaping its mothers. As nurturers of China’s next generation, their thoughts and beliefs will define the China of the future. The first generation of Chinese citizens born under the one child policy have now become China’s parents. Despite the relaxing of the one-child policy (the majority of Chinese FOREWORD Jeanette Phang Director – Business Intelligence, OMD CHINA couples qualify to have more than one-child), reflecting trends in developing and developed countries all over the world, Chinese parents are older and opt to have only one-child. Motherhood is no longer a requirement, but a choice. It is no wonder then that the tiger mum has evolved in China. No longer satisfied for her child excel only in academia, she now is under pressure to help her child be much more: more social, speak more languages, more active. The modern Chinese mother needs to be champion, teacher, protector, researcher, shopper and bread winner to give her child the best. It’s no wonder that Chinese mothers are severely stressed. Using existing data sources and new data studies like OMD’s Baby Skincare Study, Rhythm: Moving with Modern Chinese Mothers answers how brands can re-connect with time poor, pressured Chinese mothers. With insights into what drives her when it comes to her child and how she is overcoming the demands on her, we reveal different facets of the modern Chinese mother. We hope these insights will help you know mothers better, and gives you inspiration for new ways to communicate with her.
  3. 3. TRADITIONALLY IN CHINA, A WOMAN’S MOST IMPORTANT MISSION IS TO BE A MOTHER
  4. 4. But we are seeing more women hesitate in becoming mothers 5 The average age of giving birth to a first child in China has been going up 2004 2014 26.29 28.18 Amongst the 11m women eligible to have a second child, only 1.1m have applied for the permit Source: Beijing Daily Mar 2014; National Health and Family Planning Commission
  5. 5. The same feeling is reflected on social media “I’m tired even looking after two puppies, let alone two children. I no longer dream about having children. ” “I don’t understand why some girls have children at such an early age. I’ll never do it. I still have a life to live.” “It hurts to give birth. And it takes toll on my body shape. With this high living cost, I won’t ever think of having a second child.” 6
  6. 6. She got married at the age of 25 Pregnant at the age of 27 She has a Bachelor’s degree And now, she is the proud mum of a baby girl She works full time Her family earns 12.5K per month And spends 6.5K per month Her name is XiaoTing and she lives in Nanjing Who is China’s Modern Mother? 7
  7. 7. Mums are the most stressed group in China 8 89% OF ALL MUMS FEEL STRESSED IN THEIR DAILY LIFE COMPARED TO 58% OF WOMEN IN GENERAL
  8. 8. TO UNDERSTAND MOTHERS, WE NEED TO DISCOVER 9 WHAT CAUSES THIS STRESS HOW MOTHERS FIGHT BACK&
  9. 9. Our data sources 10 China Mum & Baby Study 7,260 mums 26 cities across 4 tiers China National Resident Survey 93,788 respondents 60 cities across 4 tiers OMD Baby Skincare Research with myTianHui Mum focus groups in T2 and T3 cities Marketing to Mums 3,000 mums 13 cities across 3 tiers
  10. 10. BUT, THIS REQUIRES LOTS OF RESEARCH AND INVESTMENT 11 MOTHERS DEMAND THE BEST PRODUCTS FOR THEIR CHILDREN
  11. 11. Children enjoy absolute priority 12 Willing to pay extra for quality goods Not sure Unwilling to pay For mums across income levels, the vast majority of them are willing to pay a premium for better quality goods for their children Monthly Family Income
  12. 12. And when we say quality, the primary consideration is… 13 The top 2 concerns for mums with babies age 1-3: SAFETY is her main concern 77% The safety of ingredients in baby food 53% Injuries caused by minor accidents
  13. 13. Internet is the most relevant media for mum & baby products 14 59% 44% 34% 31% 13% Mums pay attention to mum and baby product information on
  14. 14. Extensive research on parenting websites 15 Young mums, especially mums with children age 0-1, spend significant amounts of time on parenting websites 37min on average is spent each time mum visits parenting sites NO. of visits per week 55% of mothers visit parenting websites frequently Pregnant Mums with children age 0-1 Mums with children age 1-3 Mums with children age 3-6
  15. 15. Product information ranks high on parenting site topics 16 1 During Pregnancy Mum with child age 0-1 Mum with child age 1-3 Mum with child age 3-6 Pregnancy knowledge Parenting information sharing Mum & baby product information sharing Parenting information sharing Mum & baby product information sharing Baby's early / family education Parenting information sharing Baby's early / family education Baby diet / nutrition products Parenting information sharing Baby diet / nutrition products Baby's early / family education 2 3 Product related topics Non-Product related topics
  16. 16. Tier difference in parenting sites is minimal 17 0% 10% 20% 30% 40% 50% 60% 70% Babytree Yu'er Yaolan iYaya Sinababy Pcbaby Mama qqbaby Sohubaby 163baby All Moms Tier 1 Tier2 Tier 3 Mostoftenvisitedparentingsites
  17. 17. Online shopping permeates across tiers 18 T1 T2 T3&4 Online Shopping Penetration 74% 66% 67% Average Online Spending / year 6,391 6,349 6,511 Low tier cities have slightly lower online shopping penetration, but spending per person is even higher than top tier cities Tier 1 Tier 2 Tier 3
  18. 18. E-commerce means convenience to top tier mums and access to credible products to low tier mums 19 Tier 1&2 Tier 3&4 Delivery Speed Shipping Address Return & Exchange policy Shop’s credibility Friend’s recommendation Product review OVERALL RANK OF ONLINE SHOPPING CONSIDERATIONS CONSIDERATIONS THAT MUMS OF DIFFERENT TIERS FOCUS ON
  19. 19. BUT THIS ALSO MEANS SPENDING LOTS OF TIME AND EFFORT 20 MOTHERS DEMAND THE BEST DEVELOPMENT OPPORTUNITIES FOR CHILDREN
  20. 20. Her time revolves around her child 21 82%of mums spend all their free time on their child Speaking & Language Training Physical Development Good Behavior Training Cognitive Training
  21. 21. Focus on more than intelligence 22 Traditionally, only intelligence was the focus of early education. Today, social capability and physical fitness are becoming increasingly important.
  22. 22. Getting ahead early 23 73% mums send their children to early education center Tier 1 Tier 2 Tier 3 11.2 months 15.1 months 17.3 months All Mums 14.3 months AVERAGE AGE CHILDREN ARE SENT TO EARLY EDUCATION CENTER
  23. 23. Winning on the international stage 24 With the Chinese middle class becoming wealthier, they want their children to excel in the global job market. They increasingly provide their children with exposure to bilingual education at an early age. “Ready to enroll in bilingual education center. Hope my baby will be able to speak both languages fluently.” “The bilingual classes my son attends is quite fun but a little bit overwhelming. Today, children are so lucky. A lot of them start bilingual education as early as 3 months.” “Late at night, we are still playing with English early education cards. It has 3D images and English pronunciation. It helps my baby develop.”
  24. 24. Love is unlimited, but not time and money 25 I want the best for my children, but because of that I’m too busy and I don’t take care of myself. No one cares about my feelings. “ “ THIS FEELING IS STRONGER AS INCOME DECREASES
  25. 25. 26 WITHOUT A HAPPY MUM, THERE ARE NO HAPPY CHILDREN THUS, THEY ARE TRYING TO FIGHT BACK
  26. 26. 27 TO FIGHT BACK HIGH LEVELS OF STRESS MUMS TRY TO MAKE CHILD RAISING AFFORDABLE AND PAINLESS
  27. 27. She shares the burden with others 28 BY MYSELF 20% FAMILY MEMBERS HELP OUT 52% MAINLY BY FAMILY MEMBERS 18% HIRED BABYSITTER 3% PROFESSIONAL AGENCIES 2%
  28. 28. And goes back to work to earn more income 29 85% Full-time employment 4% Part-time employment 11% No employment
  29. 29. She pays a premium to purchase products that save time 30 Family income per month
  30. 30. She is changing the way she parents 31 Chinese mums are increasingly interested in adopting the western way of raising children which is less over-protective and develops children’s independence.
  31. 31. 32 TO FIGHT BACK HIGH LEVELS OF STRESS MUMS SHIFT SOME FOCUS BACK ONTO THEMSELVES
  32. 32. She pays attention to her beauty 33 Mothers with child (0-6 month) quickly adopt beauty products after giving birth 80% SKINCARE 41% COSMETICS 71% BODYCARE
  33. 33. Keeps up with regular entertainment 34 Average amount of OTV (min) mum watches on a daily basis keeps increasing 61 64 66 67 Pregnant mums Mums with child age 0-1 Mums with child age 1-3 Mums with child age 3-6
  34. 34. IMPLICATIONS FOR BRANDS
  35. 35. Willing to spend extra money 36 Mums are willing to spend extra dollars for children even when it means they need to work more to make money. Safety, intelligence and social development are what they’re looking for in quality products. Brands should continue to focus on those communication points.1
  36. 36. E-commerce is essential 37 E-commerce is becoming increasingly important. Since mums receive product recommendations mostly from the internet, it is also natural to purchase products online. In low tier cities, E-commerce can help brands overcome distribution hurdles and expand consumer groups.2
  37. 37. Relieve mums from stress and burden 38 Chinese mums are overwhelmingly under mental and physical stress. Brands should not only talk about choosing the best for their children, but also help mums make child raising easier. Offering easy-to-do child raising tips, or time saving mechanism to accompany the product can make brands more meaningful to her. 3
  38. 38. Communication to mums shouldn’t be so different 39 Chinese mums are one of the most devoted groups in the world, but they’re still normal people. Just like other women in their 20’s and 30’s, they enjoy hanging out with their friends, being beautiful, watching OTV and being a woman. Brands shouldn’t treat them so differently when communicating with them.4
  39. 39. contact us Bhasker Jaiswal Bhasker.Jaiswal@omd.com MANAGING PARTNER BUSINESS INTELLIGENCE Jeanette Phang Jeanette.Phang@omd.com DIRECTOR BUSINESS INTELLIGENCE Rachel Fan Rachel.fan@omd.com MANAGER BUSINESS INTELLIGENCE

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