中國(guó)孩童數(shù)字時(shí)代白皮書(shū)-wavamaker

1、DIGITAL CHILDREN IN CHINA WHITEPAPERTURNING INVISIBLE POWER INTO VISIBLE BRAND GROWTH數(shù)字時(shí)代的中國(guó)孩童 白皮書(shū)將隱形的力量化為可見(jiàn)的增長(zhǎng)2019.2HIGHLIGHTS報(bào)告重點(diǎn)聚焦They are going to step out into society (graduate from high school) and “officially” become core target audiencein 3-10 years. What does it mean for the future of mark

2、eting?他們?cè)?-10年后即將步入社會(huì)(高中畢業(yè))，“正式”進(jìn)入被重點(diǎn)關(guān)注的受眾格局，這對(duì)未來(lái)而言意味著什么？THEY ARE A UNIQUE GENERATIONMost current Chinese children are the “onechild”ofthefirst“onegeneration. They have unique historical label and impact of the time upon them. 中國(guó)當(dāng)下的孩童群體是第一代獨(dú)生子女的獨(dú)生子女，身為“獨(dú)二代”，他們身上有非常獨(dú)特的歷史標(biāo)簽和時(shí)代的影子INFLUENCED BY POST 80S

3、 PARENTING在八零后父母雄心勃勃的育兒觀下成長(zhǎng)Their values and lifestyle are shaped by development of the society (e.g. consumption upgrade, expansion of middle class) and thecomprehensively “scientific” parenting values of post 80s parents他們的價(jià)值觀和生活形態(tài)由社會(huì)環(huán)境與經(jīng)濟(jì)發(fā)展(如消費(fèi)升級(jí)、中產(chǎn)規(guī)?；?和泛80后父母全方位的“科學(xué)”育兒觀共同塑造THEY ARE INCREDIBLY EAR

4、LY- MATURING, INDEPENDENT THINKING, AND EXPERIENCED他們空前早熟、思辨、見(jiàn)多識(shí)廣Exposed to so many physical and digital experiences before they reach adulthood, this new consumer group will be hard to win. For brands to seize the opportunities and build brand advantages, they need to start paying attention now.優(yōu)勢(shì)1

5、DIGITAL CHILDREN OF TODAY ARE THE PURCHASERS OF TOMORROW1DIGITAL CHILDREN OF TODAY ARE THE PURCHASERS OF TOMORROW孩童群體即將成為萬(wàn)眾矚目的新一代THEIR VISIBLE SPENDINGPOWER“財(cái)務(wù)自由”的小大人96%Have their own pocket money的孩子有自己的零用錢THEIR INVISIBLE INFLUENCES他們的“隱形”影響力Most of the time, parents buying decision will beinfluence

6、d by their children很多情況下，父母也希望通過(guò)購(gòu)物來(lái)培養(yǎng)孩子的獨(dú)立決策力30-50%of the elementary school students from Gradeand junior high school students purchase online, but most of them do NOT have theirown accounts.的小學(xué)4-6年級(jí)和初中生會(huì)進(jìn)行網(wǎng)購(gòu)，但他們多數(shù)沒(méi)有自己的獨(dú)立賬號(hào)MORE CATEGORIES THAN EVER兒童接觸的品類越發(fā)廣泛Currently, marketers mostly pay attention

7、 on categories directly related to children, such as snacks and drinks目前，兒童市場(chǎng)更與兒童直接相關(guān)品類關(guān)聯(lián)，如零食、飲料The “irrelevant” categories are no longer “irrelevant”, such as fashion, electronics, skincare, travel etc.而“間接”品類早已變得不再間接，比如時(shí)尚、電子產(chǎn)品、護(hù)膚、旅游等2IN 2IN THEY ARE ALREADY MAJOR CONSUMERS他們擁有非凡的影響力THE MEANING AND

8、 CHALLENGE OFDIGITAL MEDIA數(shù)字渠道的意義與挑戰(zhàn)In China, children are a huge but invisible internet user group. They use digital devices but a lot of them do NOT have their own digital ID; therefore, it is worth to consider how to precisely identify them via technic solutions (e.g. machine learning) in the fut

9、ure.在中國(guó)，孩童是一個(gè)龐大的隱形互聯(lián)網(wǎng)民群體。他們接觸數(shù)字設(shè)備，但有較大比例沒(méi)有專屬的數(shù)字ID或身份，因而如何通過(guò)科技手段（如機(jī)器學(xué)習(xí)）更精準(zhǔn)識(shí)別兒童用戶是未來(lái)需要考慮的方向。THE IMPORTANT ROLE OFOUT-OF-HOME MEDIA (OOH)戶外媒體的角色同等重要Outdoor life is abundant for children of all stages. Their high visit frequency makes OOH play same important role as digital media in their life. It is hi

10、ghly recommended to combine OOH with digital media to optimize marketing effects.字媒介精密組合來(lái)優(yōu)化營(yíng)銷效果。DIVERSIFIED CONTENT ANDFORMATS多樣化的內(nèi)容與形式Digital children have mature tastes and are avid consumers of different types of content beyond those aimed directly at children.當(dāng)下的孩童群體對(duì)內(nèi)容的消費(fèi)呈現(xiàn)出明顯的早熟趨勢(shì)，隨著年級(jí)的提升，他們?cè)絹?lái)

11、越多的開(kāi)始消費(fèi)成熟的內(nèi)容，接觸的內(nèi)容形式也愈加多樣。3REACHING3REACHINGDIGITALCHILDRENREQUIRESDIVERSIFIEDCHANNELS,CONTENT,AND FORMATS他們接觸著多元渠道、多樣的內(nèi)容與形式BRANDING IS IMPERATIVE品牌建設(shè)變得更加緊迫Digital children only know the abundance of informationand product choices that face todays consumers. Furthermore, they are growing up with a m

12、ore global outlook and higher expectations of quality and convenience than their parents. These children treat brands and products from all over the world objectively, and they have more faith in Chinese local brands.中國(guó)孩童出生在選擇過(guò)剩的時(shí)代，從小就接觸更廣闊的信息池，也更加擁有國(guó)際視野。他們相對(duì)客觀地對(duì)待不同國(guó)家的品牌和商品，對(duì)中國(guó)本土品牌也充滿信心。As a result,

13、 global and local brands alike face unprecedented challenges in survival and growth. 對(duì)于所有企業(yè)和品牌而言，無(wú)論是生存和增長(zhǎng)都無(wú)疑面臨著前所未有的挑戰(zhàn)。TO WIN SUCH FUTURE CONSUMERS, BRANDS NEED TO :NOTE: Brands need to always respect legal & ethicalguidelinesNOTE: Brands need to always respect legal & ethicalguidelineswhenadvertisi

14、ngtochildren at all developmentstages.注意：針對(duì)兒童市場(chǎng)，品牌方需要遵循相關(guān)規(guī)范與主流價(jià)值觀的發(fā)展趨勢(shì)Gain their awareness as early aspossible盡早進(jìn)入他們的視野Build brand bias in Priming Stage, esp. for children. Seeding brand bias directly decides theconversion potential.在消費(fèi)者決策路徑的被動(dòng)階段打造品牌偏好，播種品牌力將直接決定品牌的未來(lái)Invite them to co-create and co-

15、define the future brand core (the core property that brand own timelessly) with foresight thinking, which requires not only thinking about NOW but also planning for humanity development in the future (e.g. needs transformation cause by empowerment of people, in the A.I. technology and medical techno

16、logysfuture).邀請(qǐng)他們參與共創(chuàng)品牌內(nèi)核 (即品牌長(zhǎng)久持有的核心資產(chǎn)) ，不僅要考慮當(dāng)下，也要考慮到人性的發(fā)展(例如在智能科技與醫(yī)療科技的未來(lái)，對(duì)人“賦能”所帶來(lái)的需求轉(zhuǎn)變)As the child grows, its a continuous journey for brandto品牌建設(shè)是一個(gè)永不停歇的旅程：Studytheirevolvingchangesin life 關(guān)注孩童不同的成長(zhǎng)階段Stayrelevantto childrenat differentstages無(wú)論是對(duì)哪個(gè)階段，都具有相關(guān)性和意義Keep innovating to build brands in

17、spiring and connecting with child of differentstages保持創(chuàng)新力，締造對(duì)孩童不同階段以及未來(lái)具有啟發(fā)性和好感度的品牌4BUILDING SUSTAINABLE AND INSPIRATIONAL BRANDS FOR THESE FUTURE CONSUMERS4BUILDING SUSTAINABLE AND INSPIRATIONAL BRANDS FOR THESE FUTURE CONSUMERS打造具有啟發(fā)性和好感度的品牌，以吸引這群未來(lái)的消費(fèi)者TABLEOFCONTENT目錄EXPLORING THE POTENTIAL OF MO

18、DERN CHILDREN IN CHINA中國(guó)孩童群體的潛力POST 80S PARENTING STYLE他們的父母（泛八零后）的育兒觀3 TRENDS: MATURING EARLY, BALANCE, DIGITAL NATIVES重新認(rèn)識(shí)數(shù)字時(shí)代的中國(guó)孩童：早熟、平衡、數(shù)字化04BRAND RECOGNITION COMES EARLY04早期崛起的品牌意識(shí)PART 01EXPLORING THE POTENTIAL Of MODERN CHILDREN IN CHINA中國(guó)孩童群體的潛力1978200219782002“One Child” families 2nd generat

19、ion早期“獨(dú)二代”出生One-Child Policy Implemented獨(dú)生子女政策實(shí)施，“獨(dú)一代”出生2015Universal Two Child policy全面二孩政策實(shí)施2013Selective two child policy6-15 y.o. Child 單獨(dú)二孩政策實(shí)施6-15歲兒童KIDS AGED 6-15 IN CHINA ARE TRULY ONE CHILD POLICY FAMILIES;THEIR PARENTS WERE THE FIRST ONE CHILD GENERATION, THEY ARE THE LAST作為“獨(dú)二代”，當(dāng)下的6-15歲兒

20、童出生于中國(guó)第一代獨(dú)生子女家庭，年齡跨度落于獨(dú)生子女政策的終結(jié)Almost 80% of the parents in this study were born after 1978. They form the first generation born into theOne-Child-Policy (OCP). Furthermore, their kids are the last generation born under the OCP.此次研究中，6-15歲兒童的父母有近80%是78后。 他們正是中國(guó)的第一代獨(dú)生子女。而他們的孩子則是二胎政策實(shí)施前受獨(dú)生子女政策影響的最后一代。

21、THIS IS A LARGE GROUP COMPRISING OVER 160 MILLION 6-15 YEAR OLD這是一個(gè)既有規(guī)模已達(dá)到1.6億人口的龐大群體FUTURE 未來(lái)的兒童KIDS AGED 6-15: 160 MILLION6-15歲兒童: 1.6億BIRTH POPULATION (UNIT: 10THOUSAND)歷年出生人口 （單位：萬(wàn)人）2017201620152017201620152014201320122011201020092008200720062005200420031歲2歲3歲4歲5歲6歲7歲8歲9歲10歲11歲12歲13歲14歲15歲172617

22、861655168716401635160415921591160815951585161715931599THEY ALREADY HAVE SIGNIFICANT BUYING POWERAS WELL AS STRONG INFLUENCE OVER THEIR PARENTS DECISIONS他們既是“財(cái)務(wù)自由”的小大人，又影響力非凡96%have their own pocket money96%78%of the time, parents buying decision78%of the time, parents buying decisionwill be influenc

23、ed by their children情況下，父母愿意尊重孩子的購(gòu)物決策Categories include snacks & drinks, stationary, toys, apparel, shoes, skincare, toothpaste, digital device, sports products, books.購(gòu)物決策包含的品類為：零食飲料，文具/學(xué)習(xí)用品，玩具，衣服褲子，鞋子，護(hù)膚品，牙膏，電子數(shù)碼產(chǎn)品，運(yùn)動(dòng)產(chǎn)品，書(shū)籍（不包括教輔書(shū)）Average pocket money permonth (RMB)平均每月零花錢（元）Average Chinese Luckymo

24、ney (RMB)平均壓歲錢（元）Kids小學(xué)(1-3)803,727Tweens小學(xué)(4-6)1033,233Teens初中2113,383THEY ARE IMPORTANT ONLINE USERS WITH MANYENJOYING INTERNET ACCESS SINCE AN EARLY AGE他們很早就開(kāi)始使用數(shù)字設(shè)備，已經(jīng)是重要的互聯(lián)網(wǎng)用戶群BEGINNING AGE OF USING開(kāi)始使用的年紀(jì) HOWEVER, THEY ARE INVISIBLE USERS WITHOUT A CLEAR IDENTITY然而，他們卻是極難被偵測(cè)到的隱形用戶MANY DEVICES

25、USED BY CHILDREN DO NOT BELONG TO THE CHILD孩子使用的電子設(shè)備有很多并不屬于他們自己ONLY A FEW HAVE THEIR OWN ACCOUNTS且自己擁有的賬號(hào)比例也很低37%30%16%37%30%16%5%42%Own OTVAccount有網(wǎng)絡(luò)視頻賬號(hào)19%Own Online ShoppingAccounts有網(wǎng)購(gòu)賬號(hào)32%SMARTPHONE智能手機(jī)PC臺(tái)式/筆記本電腦TABLET平板電腦USE DIGITAL DEVICE使用的電子設(shè)備OWN DIGITAL DEVICE自己擁有的電子設(shè)備THEIR DIGITAL PROFILE

26、ENABLES THEM TO DEVELOP INDEPENDENT THINKINGSINCE LITTLE他們高度數(shù)字化，從小接觸不同類型的APP和數(shù)字信息渠道，多維思辨從小養(yǎng)成STARTING AGE OF USING DIGITAL DEVICES平均開(kāi)始使用電子設(shè)備的年齡SmartSTARTING AGE OF USING DIGITAL DEVICES平均開(kāi)始使用電子設(shè)備的年齡SmartPhoneTablet平板電腦Desk/Laptop臺(tái)式/筆記本電腦7.8電子設(shè)備滲透率84%84%3730203222014100THEY ARE CATEGORIZED INTO 3 SEGM

27、ENTS REGARDING AGE & GRADES根據(jù)參與調(diào)研的孩子的年齡和學(xué)級(jí)，分為三個(gè)階段010203Kids6-9 Y.O. 歲Elementary School 1-3 grades小學(xué)1-3級(jí)Tweens10-12 Y.O. 歲Elementary School 4-6 grades小學(xué)4-6級(jí)Teens13-15 Y.O. 歲Middle School初中MULTIPLE RESEARCH TECHNIQUES ENABLE US TO DIG DEEPER: QUALITATIVE為了研究數(shù)字兒童，我們進(jìn)行了縝密的研究設(shè)計(jì) 探索階段Kids小學(xué)Kids小學(xué)(1-3)Tween

28、s小學(xué)(4-6)Teens初中Boys男孩組222Girls女孩組222MOMSIn-depth Interview 深訪In order to develop deep understanding of Post 80s parenting styles, we did further interviews with six moms who have kids/tweens/teens.為了更深入得了解80后媽媽們的育兒觀， 我們與6位不同階段孩童的媽媽進(jìn)行了深入的探討。EXPLORATION探索方向Qualitative EXPLORATION探索方向Qualitative 定性研究：C

29、HILDRENFocus Group 座談會(huì)Sample: 12 groups, 9 children per group, from Tier1-2 cities樣本量: 12組，每組9位，來(lái)自一二線的不同階段不同性別的孩童樣本*Children are split into different groups in terms of different stage and interests.根據(jù)孩童們的不同成長(zhǎng)階段和興趣點(diǎn)，將他們分為不同的小組進(jìn)行訪談.注：參與本次研究的所有訪問(wèn)均在得到孩童監(jiān)護(hù)人的允許后完成MULTIPLE RESEARCH TECHNIQUES ENABLE US TO

30、 DIG DEEPER: QUANTITATIVE量化驗(yàn)證階段GAIN BROAD PICTURE了解大局Quantitative 定量研究：PilotTest實(shí)驗(yàn)性訪問(wèn)+Pre-recruitIn-homesurvey 提前招募入問(wèn)CHILDRENTwo rounds pilot F2F interview for kids/tweens/teens to test and optimize questionnaire design (incl. QNR length, expression, wording, etc.) in order to ensure the qualityof p

31、re-recruit in-homesurvey.為了所有的問(wèn)題能被所有階段的孩童能很好得理解及認(rèn)真作答，我們?cè)谡皆L問(wèn)前進(jìn)行了兩輪不同階段孩子的實(shí)驗(yàn)性面訪來(lái)測(cè)試及優(yōu)化問(wèn)卷。MOMS+CHILDRENThe interview were conducted with the child and his/her mom separately and simultaneously to ensure objectivity and accuracy.為了真實(shí)客觀得了解孩童和媽媽的想法和情況，在預(yù)約家訪中，我們將媽媽和孩子隔離在不同空間，同時(shí)接受不同的訪問(wèn)員的訪問(wèn)。Considering diffe

32、rent level of understanding and concentration from different stage children, moms were asked to answer some daily routine questions on behalf of younger segments (esp. kids).考慮到低年齡小孩的理解度和注意力集中度，對(duì)于小學(xué)生（尤其是小學(xué)1- 3年級(jí)），有些日常生活相關(guān)的問(wèn)題我們讓媽媽代為回答。Sample: 2,076 6-15y.o. family from Tier 1-2 cities樣本量：2076個(gè)來(lái)自中國(guó)的1-

33、2線城市的小學(xué)1年級(jí)-初中3年級(jí)（6-15 歲）的兒童和他們的媽媽Note: All the Interviews were conducted after getting the approval by childrens guardian.注：參與本次研究的所有訪問(wèn)均在得到孩童監(jiān)護(hù)人的允許后完成PART 02POST 80S PARENTING STYLE他們的父母（泛八零后） 的育兒觀泛80泛80后：78s80sPOST 80S ARE THE 1ST ONE CHILD POLICY GENERATION, THEY AGGRESSIVELYSTRIVE TO COMPETE AND

34、CATCH UP泛八零后，中國(guó)第一批獨(dú)生子女，人們眼中最雄心勃勃的一代，追求競(jìng)爭(zhēng)與回報(bào)AMBITIOUS, HARD WORKING, LOOK FOR RETURNS雄心勃勃，努力奮斗，渴望回報(bào)FACING INTENSE PRESSURE DUE TO INCREASING LIVING COSTS AND LIMITED OPPORTUNITIES面臨高壓力，生活成本攀升和機(jī)遇不足，是肩負(fù)上下一代的夾心一族BOTH INDIVIDUAL & COLLECTIVE: INDIVIDUAL MIND VS. COLLECTIVELY “FOLLOW”個(gè)人主義和集體主義并存，意識(shí)上追求個(gè)人，但

35、行為上更追逐群體選擇和社會(huì)標(biāo)準(zhǔn)POST 95s95后EARLY P. 90s90后初代POST 80s80后POST 70s70后POST 60s60后POST 50s50后1995-20051990-19941980-19891970-19791960-19691950-1959POST 80S MOMS DEMAND THE MOST FROM THEMSELVES, BOTH THROUGH THEIR PROFESSIONAL LIVES, AS WELL AS BY BEING A GREAT WIFE AND MOM其中，已為人母的女性更是奮力向前：一方面追求職業(yè)女性的成功和自我價(jià)

36、值，一方面在家庭中承擔(dān)好妻子和母親的角色MODERN CHINESE WOMEN現(xiàn)代女性的角色MODERN OUTSIDE現(xiàn)代的外在Be confident, strong and independent自信，堅(jiān)強(qiáng)，獨(dú)立Desire to put their own needs ahead of familyTRADITIONAL INSIDE傳統(tǒng)的內(nèi)在Family comes first家庭為先Fulfill multiple roles in family渴望滿足自我需求，而非為家庭犧牲在家中扮演好不同角色（如妻子、母親、女兒等）Continuous self-improvement持續(xù)自

37、我提升和精進(jìn)Must be a great mom必須做一個(gè)好媽媽THEY SHOW STRONG COMMITMENT, CONTRIBUTING THE MOST TIME TO RAISING THEIR CHILDREN在育兒上，她們展示出強(qiáng)烈的盡責(zé)意識(shí)，認(rèn)為自己的時(shí)間投入遠(yuǎn)高于其他家庭成員WHO SPENDS THE MOST TIME WITH THE CHILD(REN)?家中誰(shuí)和孩子在一起的時(shí)間最長(zhǎng)？Within the 4/2/1 family structure, even though other family members share responsibilities

38、 in taking care ofchildren, the busy multi-tasking moms are still taking the lead.即便4/2/1模式下其他家庭成員也可分擔(dān)照顧孩子，但忙于各種角色的媽媽們?nèi)詫?duì)育兒毫不含糊，親力親為。0%Weekdays周一到周五Weekends周末Winter/Summer Break寒暑假KidsTweensTeensKidsTweensTeensKidsTweens小學(xué)(1-3)小學(xué)(4-6)初中小學(xué)(1-3)小學(xué)(4-6)初中小學(xué)(1-3)小學(xué)(4-6)初中Mom媽媽KidsTweensTeensKidsTweensTee

39、nsKidsTweens小學(xué)(1-3)小學(xué)(4-6)初中小學(xué)(1-3)小學(xué)(4-6)初中小學(xué)(1-3)小學(xué)(4-6)初中THEY EXPECT THEIR HUSBAND TO TAKE AN EQUAL ROLE LEADING TO MORE PARENTING RESPONSIBILITY FOR FATHERSIN THE EYES OF A MOTHER, IS HE GOOD FATHEROR NOT?IN THE EYES OF A MOTHER, IS HE GOOD FATHEROR NOT?母親覺(jué)得丈夫是不是一個(gè)好爸爸？Fathers overall performance

40、 is ok, but there is big spacefor improvement整體表現(xiàn)還可以，但有較大提升空間IN THE EYES OF A CHILD, IS SHE/HE A GOODIN THE EYES OF A CHILD, IS SHE/HE A GOODMOTHER/FATHER?孩子覺(jué)得母親/父親是不是一個(gè)好媽媽/好爸爸？Along with childs development, the satisfaction of thefather gradually increases, getting closer to mothersscore AVG. SCORE

41、(OUT OF 10)平均打分（滿分10分）ForMother給媽媽打分ForFather 給爸爸打分9.29.19.08.47.98.0Kids小學(xué)(1-3)Tweens小學(xué)(4-6)Teens初中小學(xué)(1-3)Tweens小學(xué)8.6Teens初中WHEN IT COMES TO CHILD-RAISING, THEY CLOSELY FOLLOW MODERN CONCEPTS, ESPECIALLY THE TREND OF SCIENTIFIC PARENTING在育兒方面，她們遵循被社會(huì)公認(rèn)的現(xiàn)代育兒觀，緊隨著科學(xué)育兒大潮As 1st time moms, the post 80s

42、women are always newbies. Facing various education concepts, they are constantly exploring and learning. There learn to develop multifaceted sides to themselves, embracing complexity through flexibility.“初為人母”的泛80THEIR PARENTING THEMES她們的育兒觀360 EDUTAINMENT360 樂(lè)教EASY PARENTING講究捷徑與平衡“TIGER” MUM“虎媽”上身

43、Comprehensive Development, Result Driven“TIGER” MUM“虎媽”上身Comprehensive Development, Result DrivenDifferent KPIs at Different Stages 不同階段有不同階段的Hands-on Manager, Give the best 親力親為，給予最好Scientific Education, Believe in Professional科學(xué)育兒，相信專業(yè)anywhere隨時(shí)隨地，寓教于樂(lè)Give Freedom, Encourage Independentdecision-ma

44、king給予自由，鼓勵(lì)主見(jiàn)Focus on Experience, and Always Lookin the Progress注重體驗(yàn)，全面極致Busy & hands-on, SeekConvenience/Efficiency Solutions多面忙碌，尋求便捷效率Hope Their Child(ren) Will Have a BrightFuture and a Happy Life at the sametime望子成龍，同時(shí)望子快樂(lè)Fast-pace in parenting BUT Flexible andtry to balance節(jié)奏雖快，但卻張弛有度THEY LOOK

45、 TO SCIENCE TO HELP INFORM THEIR HEALTH AND NUTRITION DECISIONS她們尋求科學(xué)的育兒方式，這滲透在各類消費(fèi)品的選擇中Moms intend to choose “specific and professional” products for child(ren). Taking childrens toothpastefor instance, most mums in Tier 1 & 2 markets show high preference.育兒要專業(yè)，媽媽們傾向于選擇“針對(duì)性”的產(chǎn)品。以兒童牙膏為例，給小學(xué)生使用兒童牙膏的比

46、例非常高。% OF CHILDRENS TOOTHPASTE獅王 Lion獅王 Lion兩面針 LMZ舒客 Saky中華 Zhong Hua田七 Tian Qi竹鹽 Bamboo Salt冷酸靈 Leng Suan Ling佳潔士 Crest高露潔 Colgate納愛(ài)斯 Cnice歐樂(lè)-B Oral-B黑人Darlie黑妹Heimei美加凈 Maxam云南白藥倍瑞傲 PericeYNBYCrop康齒靈青蛙王子QWWZK-Clean87%61%11%Kids小學(xué)(1-3)Tweens小學(xué)(4-6)Teens初中USED FUNCTIONS OF CHILDRENS TOOTHPASTE目前使用的

47、兒童牙膏功效“Id like to choose the product that is specific for children.“我會(huì)給孩子買專業(yè)針對(duì)孩子的產(chǎn)品”33%28%19%13%Prevent Tooth Decay防蛀All InOneFresh Breath清新口氣Protect Gum護(hù)齦Whitening美白Anti Dental Sensitivity防敏感CONSIDERATION FACTORS兒童牙膏選擇因素6055534535Safe Ingredient成分安全Function功效Reliable Brand可靠的品牌Flavor牙膏的味道With Fluor

48、ide or NOT是否含氟20%18%17%12%8%Edible or Safe to swallow可食用/吞咽Packaging孩子喜歡的包裝Texture膏體質(zhì)地Price價(jià)格Foreign Brand國(guó)外的品牌ESPECIALLY WHEN IT COMES TO DIETARY REQUIREMENTS尤其關(guān)乎孩子吃什么時(shí)，就變得更精細(xì)化了Taking dairy products as an example, products fulfill different roles and nutritional needs across dailyoccasions.以乳制品為例，不

49、同時(shí)段的乳制品各司其職滿足了差異化的角色和營(yíng)養(yǎng)需求USAGE OCCASIONS OF DAIRY PRODUCTS FOR CHILDREN給孩子使用乳制品的場(chǎng)合Milk純牛奶Soy Milk/Soy MilkDrink豆奶/豆乳飲料KidsMilk兒童牛奶Milk Power奶粉CheeseSlices片狀奶酪Flavored Milk風(fēng)味牛奶CheeseSnack奶酪零食Yogurt酸奶Probiotic Drink 益生菌/乳酸菌MilkDrink含乳飲料Almond/Walnut Drink杏仁露/核桃露CoconutDrink椰汁/椰奶UsagePenetration%91%47%

50、55%23%28%59%35%93%77%49%39%48%BreakfastTime早餐73%72%58%57%46%41%34%31%27%24%23%17%After Breakfast,BeforeLunch早餐后午餐前12%21%20%13%21%25%23%23%25%29%23%21%LunchTime午餐10%15%15%13%21%24%23%19%19%33%28%29%After Lunch, BeforeDinner13%23%24%17%43%46%49%37%44%55%44%44%DinnerTime晚餐14%15%18%22%21%22%20%26%25%22%

51、33%40%After Dinner, BeforeSleep34%11%20%52%11%20%17%35%29%16%21%19%THEY HOLD CONTRADICTORY VIEWS: THEY WANT THEIR CHILD TO GROW UP HAPPILY,BUT THEIR AMBITION TO MEET SOCIAL EXPECTATIONS MAY CONFLICT然而，她們的意識(shí)體現(xiàn)矛盾心理：既希望孩子輕松成長(zhǎng)，又雄心勃勃趕追各種育兒KPII dont want my child working too hard andhopehe/she can live at

52、 ease.我不希望孩子太辛苦，希望他/她能過(guò)得輕松一些VS58%I just want my child to be happyVSCHASING VARIOUS PARENTING KPIS全面綜合的育兒KPISVision“Our generation face tough living situation, and I dont want my child to live like I do. I hope he/she will be ease and happy. 我們這一代過(guò)的很累，我不想我的孩子像我一樣。我希望它能過(guò)的輕松一點(diǎn)，開(kāi)心就好?！薄癘ur generation fac

53、e tough living situation, and I dont want my child to live like I do. I hope he/she will be ease and happy. 我們這一代過(guò)的很累，我不想我的孩子像我一樣。我希望它能過(guò)的輕松一點(diǎn)，開(kāi)心就好?！盜ndependent獨(dú)立性Personality個(gè)性發(fā)展Quality素養(yǎng)THEY HAVE HIGH EXPECTATIONS FOR THEIR CHILD(REN) ULTIMATELY WANTING THEM TO SUCCEED她們對(duì)孩子寄予厚望，希望孩子全方面發(fā)展，并獲得成就MOMS P

54、AY ATTENTION TO VARIOUSASPECTS OF CHILDRENS DEVELOPMENTMOMS PAY ATTENTION TO VARIOUSASPECTS OF CHILDRENS DEVELOPMENT媽媽關(guān)注孩子的方方面面，全面培養(yǎng)人際關(guān)系 Human Relations有愛(ài)心 Caring創(chuàng)造力 Imagination見(jiàn)識(shí)眼界 Experience & Vision溝通表達(dá)能力 Communication Skills 自律/行為習(xí)慣 SelfControl 獨(dú)立自主 Independent禮貌教養(yǎng) Manner成績(jī)學(xué)業(yè) Study藝術(shù)修養(yǎng) Sense of

55、Art節(jié)儉 Frugal責(zé)任感 Ownership 心理情緒 Mood興趣培養(yǎng) Hobbies個(gè)性發(fā)展 Personalities理財(cái)意識(shí) Financial Awareness我希望孩子長(zhǎng)大以后能有所成就5%78%I hope my child can be outstanding我希望孩子能表現(xiàn)出眾7%67%Such hope or expectation has become A common phenomenon regardless of region and income level讓孩子全方面發(fā)展的期望幾乎成為了一個(gè)不分地域、不分經(jīng)濟(jì)水平的普遍性現(xiàn)象Disagree 認(rèn)為不符合N

56、eutral 一般Agree 認(rèn)為符合Such hope or expectation has become A common phenomenon regardless of region and income level讓孩子全方面發(fā)展的期望幾乎成為了一個(gè)不分地域、不分經(jīng)濟(jì)水平的普遍性現(xiàn)象WHILE ACHIEVING GOOD GRADES IS STILL A FUNDAMENTAL, MOMS ALSOPAY ATTENTION TO COMPREHENSIVE DEVELOPMENT雖然學(xué)業(yè)仍是最重要的基礎(chǔ)，但越來(lái)越重視全面培養(yǎng)ASPECTS THAT MOMS PAY ATTEN

57、TION TO (TOP 5)媽媽會(huì)關(guān)注孩子的哪些方面 （最主要的5方面）禮貌教養(yǎng)CommunicationSkill溝通能力 InterpersonalSkills人際關(guān)/交際圈 BeingIndependent獨(dú)立自主能力 自律/行為習(xí)慣成就學(xué)業(yè)責(zé)任感Caring有愛(ài)心 Mentalhealth&Mood心理情緒 Stresstolerance抗壓能力 InterestDevelopment興趣培養(yǎng) PersonalityDevelopment個(gè)性發(fā)展CreativeDevelopment創(chuàng)造力/ AppreciationofArt藝術(shù)修養(yǎng)Investmentsense理財(cái)意識(shí)50Mann

58、ers &Communication32禮貌、處事、溝通22Independent48獨(dú)立性35Study44學(xué)業(yè)33Responsibility andCaring28責(zé)任與愛(ài)心28MentalHealth21心理健康26Interest, Personality,Creativity22興趣、個(gè)性、創(chuàng)造力22Vision13眼界15FinancialManagement8財(cái)務(wù)管理7“I hope he can be happy, do what hed like to do.”“我希望他可以開(kāi)心做自己?！薄癐 want him to be more extroverted, with hi

59、gh EQ and good social skills.”“我希望他是一個(gè)外向、EQ高、社交溝通能力強(qiáng)的人?！薄癐 let my daughter to learn to play piano, so she can play it when she feels down or stressful.”“我現(xiàn)在給她學(xué)彈琴，我希望以后當(dāng)她心情低落或壓力大的時(shí)候，可以通過(guò)彈琴來(lái)緩解壓力?！薄癐 expect him to have morally sound values, as well as the courage to unswervingly pursue his own dream, s

60、o when he is old, he has no regrets.”“我期待他將來(lái)可以以正確的三觀勇敢堅(jiān)定地去追求自己的夢(mèng)想，當(dāng)老矣，無(wú)悔此生?！監(jiān)THER THAN INTERNAL VIRTUES, PARENTS NOW ALSO PUT A LOT OF FOCUS ON THEIR CHILDS APPEARANCE內(nèi)在塑造固然重要，但如今的家長(zhǎng)也非常愿意花費(fèi)精力提升孩子的顏值和氣質(zhì)70%While appearance is valued more by moms with girls andin Tier 1 cities, for those with boys and