With the end of the one-child policy and increased government support for millennial Chinese mums, China’s huge mommy-baby industry is set to see even more growth over the next ten years.
For one, the number of Chinese children under 7 will reach a whopping 190 million.
Not only is the industry growing, but the target consumer is dramatically changing as well. The majority of new millennial Chinese mums are part of the post-80s and post 90s generations and have lifestyles and ways of thinking very different from those of previous ones. Young Chinese mums grew up during an age of prosperity and technological change. They are trendy and value self-expression. They live multidimensional lives, taking on many roles including mother, head-of-household, and working professional.
They don’t want to be defined by motherhood — they want to retain their individualism and continue growing as a person.
Demographics and Shopping Habits of Millennial Chinese Mums
Millennial Chinese mums tend to have higher spending power than the average Chinese citizen. Research from TalkingData on China’s mobile internet users shows that 43.8 percent of young Chinese parents own a car, compared with only 20.6 percent of all mobile internet users. 25.9 percent of Chinese mums use iPhones — typically a status symbol of middle class and high-income families.
Having grown up with the internet, they are avid online shoppers. From 2010 to 2015, online spending on mommy-baby goods and products increased nearly tenfold from 18.7 billion RMB in 2010 to 165 billion RMB in 2015.
And when we say online, we mean mobile. In 2014, 65 percent of Chinese mums’ online activity was done on mobile devices, and by 2015 nearly 80% was done on mobile.
Currently, the opportunity for brands lies in China’s third and fourth-tier cities. The mommy-baby market in these cities is growing at an incredible rate and, because the industry is still developing, the market leaders in those cities are yet to be defined. The markets in Beijing, Shanghai and other first-tier cities are massive but more mature and hard to penetrate.
Trust Plays a Huge Factor in Their Purchasing Decisions
Millennial Chinese mums are much more independent in their thinking than previous generations. When making decisions, they not only consider recommendations from family and friends but also do a lot of research online. When they select products, they pay attention to product quality, reputation, and brand, and are willing to pay more for high-quality items.
Quality control scandals in the past have made Chinese mothers very careful when purchasing products for their children. To attract Chinese mothers, brands need to make the extra effort to show that their products are safe and reliable.
While this initially creates extra work for the brand, it also means that users can be converted into repeat customers more often.
Chinese mums are very vocal about their product preferences and are very likely to share their experiences on social media. When they find a good product, 84.6% of mothers will recommend it to others. Similarly, when they encounter a bad product, 84.1% of mothers will complain, often posting it on their WeChat moments or in WeChat groups.
Collaborations with mommy influencers can be an excellent way for brands to break through the noise. Here are 5 influencers who are making waves in the industry:
Lemon T represents the ideal life of many millennial Chinese mums. She’s a young, slender fashion blogger with a handsome husband and a cute baby girl. Her social media content covers adult and child fashion, cosmetics, and baby products. She invites followers into her life, posting lots of adorable images of daily activities and family outings.
Nana is mother of two and a top mommy blogger with over 3 million followers on Weibo. She graduated from China’s prestigious Tsinghua University with a design degree. Her eye for design is apparent with the selection of products found in her popular Taobao store selling children’s apparel and other baby products.
Tan Yuanwu is an author and parenting blogger known for her edgy style. On her Weibo and Official WeChat accounts, she covers fashion, skincare, and parenting.
Huanzi is a famous parenting blogger and mother of two. She is also a contributing writer and critic for many popular parenting publications.
Pity is a prime example of a modern Chinese woman. Not only is she a high-level marketing manager at Chinese fashion e-commerce company Meilishuo, but she is also a popular parenting blogger. In addition to parenting, her content also covers fashion and skincare.