How to Seize the Heart of Yummy Mummy?

Marketing to the new generation of mothers in China has always been a hot spot of many FMCG and maternal-child brands. As a special group, these new mothers are mainly constituted of post-85s and post-90s growing up in the era of Internet. How do they apply the media? What are their considerations when making purchase decisions? How should a brand respond to these habits?

New-mother portrait

Post-90s new mothers grow rapidly in population and show high demand for properties and private cars.

  • Of the new mothers in 2016, 49% were born in the 1990s, up 11% and 24% as compared to 2015 and 2014!
  • In mothers of 1-year-old children, post-90s accounted for nearly half (48%), significantly higher than the 31% in 2015, and 25% in 2014.

 

Whether to buy or change the house after having baby/babies

  • 75% young parents had their own properties in the place of origin or elsewhere,
  • 38% planned to exchange house or buy a new one.

 

Whether to buy or change the car after having baby/babies

  • 52% young parents owned private cars,
  • 47% wanted to exchange for a new one.

 

New mothers accesses to media

Maternal-child websites / APP are the most popular, and the demand for mobile devices increases considerably in time of pregnancy.

 

Maternal-child websites / APP are Chinese new mothers' most important accesses, or 48%, to parental knowledge, and the proportion is even higher after the baby is born.

 

Use of networking devices during pregnancy

In pregnancy, most new mothers reduce the use of computers, and rely more on smart phones, which further highlights the importance of mobile Internet.

 

New mothers'online / offline purchases

85% of the mothers have purchased maternal-child products online, and those from 1st-tier cities show the highest confi dence and frequency of shopping online.

 

The survey shows that on average RMB 877 is spent on maternal-child products each month, and the amount is even larger in groups of higher income and from cities of higher tiers.

 

85% of new mothers said they had bought maternal-child products online. In particular, comprehensive e-commerce websites made up the highest part (73%), followed by those specialised in maternal-child products (66%).

 

Of those not to buy maternal-child products online, most (66%) are worried that they may buy fake ones, which is particular the case in lower tier cities. It is crucial to enhance brand credibility in communication, especially in new mothers of lowtier cities.

 

In general, new mothers buy maternal-child products online twice a month on average, and 1st-tier cities see the highest frequency.

 

Scientific parenting has become a trend

Nearly 80% of parents said they concerned themselves with scientific parenting, and in particular, methods of education, character cultivation, and knowledge learning / intelligence building.

 

As grandparents/maternal grandparents are the main force in babysitting, disagreement generally occurs.

 

82% families said they had encountered diff erences in parenting concepts and methods, especially in feeding, education and parenting styles.

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