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

2. OMD COPYRIGHT 2015

3. 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.

4. TRADITIONALLY IN CHINA,
A WOMAN’S MOST IMPORTANT MISSION
IS TO BE A MOTHER

5. 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

6. 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

7. 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

8. 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

9. TO UNDERSTAND MOTHERS, WE NEED TO DISCOVER
9
WHAT CAUSES THIS
STRESS
HOW MOTHERS
FIGHT BACK&

10. 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

11. BUT, THIS
REQUIRES LOTS
OF RESEARCH AND
INVESTMENT
11
MOTHERS DEMAND THE
BEST PRODUCTS FOR
THEIR CHILDREN

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. BUT THIS ALSO
MEANS
SPENDING LOTS
OF TIME AND
EFFORT
20
MOTHERS DEMAND THE
BEST DEVELOPMENT
OPPORTUNITIES FOR
CHILDREN

21. 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

22. 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.

23. 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

24. 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.”

25. 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

26. 26
WITHOUT A HAPPY MUM,
THERE ARE NO HAPPY CHILDREN
THUS, THEY ARE TRYING TO FIGHT BACK

27. 27
TO FIGHT BACK HIGH
LEVELS OF STRESS
MUMS TRY TO MAKE
CHILD RAISING
AFFORDABLE AND
PAINLESS

28. 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%

29. And goes back to work to
earn more income
29
85%
Full-time
employment
4%
Part-time
employment
11%
No
employment

30. She pays a premium to
purchase products that save time
30
Family income
per month

31. 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.

32. 32
TO FIGHT BACK
HIGH LEVELS
OF STRESS
MUMS SHIFT SOME
FOCUS BACK ONTO
THEMSELVES

33. 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

34. 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

35. IMPLICATIONS FOR BRANDS

36. 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

37. 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

38. 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

39. 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

40. 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