Wavemaker Digital Children in China

2020-03-01 292浏览

  • 1.DIGITAL CHILDREN IN CHINA WHITEPAPER TURNING INVISIBLE POWER INTO VISIBLE BRAND GROWTH 数字时代的中国孩童 白皮书 将隐形的力量化为可见的增长 2019.2
  • 2.HIGHLIGHTS 报告重点聚焦
  • 3.1 DIGITAL CHILDREN OF TODAY ARE THE PURCHASERS OF TOMORROW 孩童群体即将成为万众瞩目的新一代 They are going to step out into society (graduate from high school) and “officially” become core target audience in 3-10 years. What does it mean for the future of marketing? 他们在3-10年后即将步入社会(高中毕业)，“正式”进入被重点关注的受众格局，这对未来而言意味着什么？ THEY ARE A UNIQUE GENERATION 他们是具有时代独特性的一代 INFLUENCED BY POST 80S’ PARENTING 在八零后父母雄心勃勃的育儿观下成长 THEY ARE INCREDIBLY EARLYMATURING, INDEPENDENT THINKING, AND EXPERIENCED 他们空前早熟、思辨、见多识广 Most current Chinese children are the “one child” of the first “one child” generation. They have unique historical label and impact of the time upon them. 中国当下的孩童群体是第一代独生子女的 Their values and lifestyle are shaped by development of the society (e.g. consumption upgrade, expansion of middle class) and the comprehensively “scientific” parenting values of post 80s’ parents 独生子女，身为“独二代”，他们身上有 他们的价值观和生活形态由社会环境与经济发展 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. 非常独特的历史标签和时代的影子 (如消费升级、中产规模化)和泛80后父母全方位的 他们注定会成为未来难以赢取的新新人群， “科学”育儿观共同塑造 现在开始关注他们，才能抢占先机建立品牌 优势
  • 4.2 IN FACT, THEY ARE ALREADY MAJOR CONSUMERS 他们拥有非凡的影响力 THEIR VISIBLE SPENDING POWER “财务自由”的小大人 96% Have their own pocket money 的孩子有自己的零用钱 THEIR INVISIBLE INFLUENCES 他们的“隐形”影响力 Most of the time, parents’ buying decision will be influenced by their children 很多情况下，父母也希望通过购物来培养孩子的 独立决策力 30-50% of the elementary school students from Grade 4-6 and junior high school students purchase online, but most of them do NOT have their own accounts. 的小学4-6年级和初中生会进行网购，但他们多 数没有自己的独立账号 MORE CATEGORIES THAN EVER 儿童接触的品类越发广泛 Currently, marketers mostly pay attention on categories directly related to children, such as snacks and drinks; 目前，儿童市场更与儿童直接相关品类关 联，如零食、饮料； The “irrelevant” categories are no longer “irrelevant”, such as fashion, electronics, skincare, travel etc. 而“间接”品类早已变得不再间接，比如 时尚、电子产品、护肤、旅游等
  • 5.3 REACHING DIGITAL CHILDREN REQUIRES DIVERSIFIED CHANNELS, CONTENT, AND FORMATS 他们接触着多元渠道、多样的内容与形式 THE MEANING AND CHALLENGE OF DIGITAL MEDIA 数字渠道的意义与挑战: THE IMPORTANT ROLE OF OUT-OF-HOME MEDIA (OOH) 户外媒体的角色同等重要 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 future. 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 highly recommended to combine OOH with digital media to optimize marketing effects. 在中国，孩童是一个庞大的隐形互联网民群体。 无论是哪个学级，孩童群体的户外生活都非常 他们接触数字设备，但有较大比例没有专属的 丰富精彩，对户外媒体有非常高的接触频率。 数字ID或身份，因而如何通过科技手段（如机 户外媒体的重要性不亚于数字媒介，需要和数 器学习）更精准识别儿童用户是未来需要考虑 字媒介精密组合来优化营销效果。 的方向。 DIVERSIFIED CONTENT AND FORMATS 多样化的内容与形式 Digital children have mature tastes and are avid consumers of different types of content beyond those aimed directly at children. 当下的孩童群体对内容的消费呈现出明显的 早熟趋势，随着年级的提升，他们越来越多 的开始消费成熟的内容，接触的内容形式也 愈加多样。
  • 6.4 BUILDING SUSTAINABLE AND INSPIRATIONAL BRANDS FOR THESE FUTURE CONSUMERS 打造具有启发性和好感度的品牌，以吸引这群未来的消费者 TO WIN SUCH FUTURE CONSUMERS, BRANDS NEED TO : BRANDING IS IMPERATIVE 为了赢得未来的消费者，品牌需要: 品牌建设变得更加紧迫 Digital children only know the abundance of information and product choices that face today’s consumers. Furthermore, they are growing up with a more 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. 1.Gain their awareness as early as possible 尽早进入他们的视野NOTE:Brands need to always respect legal & ethical guidelines when advertising to children at all development stages. 注意：针对儿童市场，品牌方需要遵循相关规 范与主流价值观的发展趋势 2.Build brand bias in Priming Stage, esp. for children. Seeding brand bias directly decides the conversion potential. 在消费者决策路径的被动阶段打造品牌偏好，播种品牌力将直接决定品牌的未来 息池，也更加拥有国际视野。他们相对客观地对待不同国 3.Invite them to co-create and co-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 technology’s future). 家的品牌和商品，对中国本土品牌也充满信心。 邀请他们参与共创品牌内核 (即品牌长久持有的核心资产) ，不仅要考虑当下，也要考虑到人性的发展 中国孩童出生在选择过剩的时代，从小就接触更广阔的信 (例如在智能科技与医疗科技的未来，对人“赋能”所带来的需求转变) As a result, global and local brands alike face unprecedented challenges in survival and growth 4.As the child grows, it’s a continuous journey for brand to 对于所有企业和品牌而言，无论是生存和增长都无 • • • 疑面临着前所未有的挑战。 品牌建设是一个永不停歇的旅程： Study their evolving changes in life 关注孩童不同的成长阶段 Stay relevant to children at different stages 无论是对哪个阶段，都具有相关性和意义 Keep innovating to build brands inspiring and connecting with child of different stages 保持创新力，缔造对孩童不同阶段以及未来具有启发性和好感度的品牌
  • 7.TABLE OF CONTENT 目录 01 02 03 04 EXPLORING THE POTENTIAL OF MODERN CHILDREN IN CHINA 中国孩童群体的潜力 POST 80S’ PARENTING STYLE 他们的父母（泛八零后）的育儿观 3TRENDS:MATURING EARLY, BALANCE, DIGITAL NATIVES 重新认识数字时代的中国孩童：早熟、平衡、数字化 BRAND RECOGNITION COMES EARLY 早期崛起的品牌意识
  • 8.PART 01 EXPLORING THE POTENTIAL Of MODERN CHILDREN IN CHINA 中国孩童群体的潜力
  • 9.KIDS AGED 6-15 IN CHINA ARE TRULY ‘ONE CHILD POLICY’ FAMILIES; THEIR PARENTS WERE THE FIRST ‘ONE CHILD’ GENERATION, THEY ARE THE LAST 作为“独二代”，当下的6-15岁儿童出生于中国第一代独生子女家庭，年龄跨度落于 独生子女政策的终结 Almost 80% of the parents in this study were born after 1978. They form the first generation born into the One-Child-Policy (OCP). Furthermore, their kids are the last generation born under the OCP. 此次研究中，6-15岁儿童的父母有近80%是78后。 他们正是中国的第一代独生子女。而他们的孩子则是 二胎政策实施前受独生子女政策影响的最后一代。 2002 1978 “One Child” families’ 2nd generation 早期“独二代”出生 2015 Universal Two Child policy 全面二孩政策实施 One-Child Policy Implemented 独生子女政策实施，“独一代”出生 2013 Selective two child policy 6-15 y.o. Child 6-15岁儿童 单独二孩政策实施
  • 10.THIS IS A LARGE GROUP COMPRISING OVER 160 MILLION 6-15 YEAR OLD 这是一个既有规模已达到1.6亿人口的庞大群体 KIDS AGED 6-15: 160 MILLION FUTURE GENERATION 未来的儿童 6-15岁儿童: 1.6亿 BIRTH POPULATION (UNIT:10THOUSAND) 历年出生人口 （单位：万人） 1786 1726 1687 1655 YEAR AGE 1640 2017 2016 2015 2014 1岁 2岁 3岁 4岁 2013 5岁 1635 1604 1592 1591 2012 2011 2010 2009 6岁 7岁 8岁 9岁 1608 1617 1595 1585 2008 2007 2006 10岁 11岁 12岁 1593 1599 2005 2004 2003 13岁 14岁 15岁
  • 11.THEY ALREADY HAVE SIGNIFICANT BUYING POWER AS WELL AS STRONG INFLUENCE OVER THEIR PARENTS’ DECISIONS 他们既是“财务自由”的小大人，又影响力非凡 96% have their own pocket money 的孩子有自己的零用钱 Average pocket money per month (RMB) 平均每月零花钱（元） Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 80 Average Chinese Lucky money (RMB) 平均压岁钱（元） 3,727 78% of the time, parents’ buying decision will be influenced by their children 情况下，父母愿意尊重孩子的购物决策 Categories include snacks & drinks, stationary, toys, apparel, shoes, skincare, 103 211 3,233 3,383 toothpaste, digital device, sports products, books. 购物决策包含的品类为：零食饮料，文具/学习用品，玩具，衣服裤子，鞋子， 护肤品，牙膏，电子数码产品，运动产品，书籍（不包括教辅书）
  • 12.THEY ARE IMPORTANT ONLINE USERS WITH MANY ENJOYING INTERNET ACCESS SINCE AN EARLY AGE 他们很早就开始使用数字设备，已经是重要的互联网用户群 BEGINNING AGE OF USING 开始使用的年纪
  • 13.HOWEVER, THEY ARE ‘INVISIBLE USERS’ WITHOUT A CLEAR IDENTITY 然而，他们却是极难被侦测到的隐形用户 ONLY A FEW HAVE THEIR OWN ACCOUNTS MANY DEVICES USED BY CHILDREN DO NOT BELONG TO THE CHILD 且自己拥有的账号比例也很低 孩子使用的电子设备有很多并不属于他们自己 84% Own OTV Account 37% 30% 42% 16% 5% SMART PHONE智能手机 PC台式/笔记本电脑 TABLET平板电脑 USE DIGITAL DEVICE使用的电子设备 OWN DIGITAL DEVICE自己拥有的电子设备 有网络视频账号 19% Own Online Shopping Accounts 有网购账号 32%
  • 14.THEIR DIGITAL PROFILE ENABLES THEM TO DEVELOP INDEPENDENT THINKING SINCE LITTLE 他们高度数字化，从小接触不同类型的APP和数字信息渠道，多维思辨从小养成 DIGITAL DEVICE PENETRATION STARTING AGE OF USING DIGITAL DEVICES 电子设备渗透率 平均开始使用电子设备的年龄 90 84 % 80 70 Smart Phone 60 智能手机 50 40 30 20 10 0 37 7.3 30 20 14 3 2 2 Tablet 平板电脑 7.5 Desk/Laptop 台式/笔记本电脑 7.8
  • 15.THEY ARE CATEGORIZED INTO 3 SEGMENTS REGARDING AGE & GRADES 根据参与调研的孩子的年龄和学级，分为三个阶段 01 02 03 Kids Tweens Teens 6-9 Y.O. 岁 10-12 Y.O. 岁 13-15 Y.O. 岁 Elementary School 1-3 grades Elementary School 4-6 grades Middle School 小学1-3级 小学4-6级 初中
  • 16.MULTIPLE RESEARCH TECHNIQUES ENABLE US TO DIGDEEPER:QUALITATIVE 为了研究数字儿童，我们进行了缜密的研究设计 – 探索阶段 EXPLORATION Qualitative 定性研究： 探索方向 CHILDREN MOMS Focus Group 座谈会 In-depth Interview 深访Sample:12 groups, 9 children per group, from Tier1-2 cities 样本量: 12组，每组9位，来自一二线的不同阶段不同性别的孩童样本 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 Boys 男孩组 2 2 2 Girls 女孩组 2 2 2 *Children are split into different groups in terms of different stage and interests. 根据孩童们的不同成长阶段和兴趣点，将他们分为不同的小组进行访谈.Note:All the Interviews were conducted after getting the approval by children’s guardian. 注：参与本次研究的所有访问均在得到孩童监护人的允许后完成 In order to develop deep understanding of Post 80s’ parenting styles, we did further interviews with six mom’s who have kids/tweens/teens. 为了更深入得了解80后妈妈们的育儿观， 我们与6位不同阶段孩童的妈妈进行了深 入的探讨。
  • 17.MULTIPLE RESEARCH TECHNIQUES ENABLE US TO DIGDEEPER:QUANTITATIVE 量化验证阶段 GAIN BROAD PICTURE 了解大局 Pilot Test 实验性访问 Quantitative 定量研究： + Pre-recruit In-home survey 提前招募入户访问 CHILDREN MOMS+CHILDREN Two 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 quality of pre-recruit in-home survey. The interview were conducted with the child and his/her mom separately and simultaneously to ensure objectivity and accuracy. 为了所有的问题能被所有阶段的孩童 能很好得理解及认真作答，我们在正 式访问前进行了两轮不同阶段孩子的 实验性面访来测试及优化问卷。 为了真实客观得了解孩童和妈妈的想法和情况，在预约家访中，我们将妈 妈和孩子隔离在不同空间，同时接受不同的访问员的访问。 Considering different 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). 考虑到低年龄小孩的理解度和注意力集中度，对于小学生（尤其是小学13年级），有些日常生活相关的问题我们让妈妈代为回答。Sample:2,076 6-15y.o. family from Tier 1-2 cities 样本量：2076个来自中国的1-2线城市的小学1年级-初中3年级（6-15 岁）的儿童和他们的妈妈Note:All the Interviews were conducted after getting the approval by children’s guardian. 注：参与本次研究的所有访问均在得到孩童监护人的允许后完成
  • 18.PART 02 POST 80S’ PARENTING STYLE 他们的父母（泛八零后） 的育儿观
  • 19.POST 80S’ ARE THE 1ST ONE CHILD POLICY GENERATION, THEY AGGRESSIVELY STRIVE TO COMPETE AND CATCH UP 泛八零后，中国第一批独生子女，人们眼中最雄心勃勃的一代，追求竞争与回报 AMBITIOUS, HARD WORKING, LOOK FOR RETURNS 雄心勃勃，努力奋斗，渴望回报 FACING INTENSE PRESSURE DUE TO INCREASING LIVING COSTS AND LIMITED OPPORTUNITIES 面临高压力，生活成本攀升和机遇不足，是肩负上下一代的夹心一族 BOTH INDIVIDUAL &COLLECTIVE:INDIVIDUAL MIND VS. COLLECTIVELY “FOLLOW” 个人主义和集体主义并存，意识上追求个人，但行为上更追逐群体选择和社会标准 泛80后：78s~80s POST 95s EARLY P. 90s POST 80s POST 70s POST 60s POST 50s 95后 90后初代 80后 70后 60后 50后 1995-2005 1990-1994 1980-1989 1970-1979 1960-1969 1950-1959
  • 20.POST 80S MOMS DEMAND THE MOST FROM THEMSELVES, BOTH THROUGH THEIR PROFESSIONAL LIVES, AS WELL AS BY BEING A GREAT WIFE AND MOM 其中，已为人母的女性更是奋力向前：一方面追求职业女性的成功和自我价值，一方面 在家庭中承担好妻子和母亲的角色 MODERN CHINESE WOMEN 现代女性的角色 MODERN OUTSIDE TRADITIONAL INSIDE Be confident, strong and independent Family comes first 现代的外在 自信，坚强，独立 传统的内在 家庭为先 Desire to put their own needs ahead of family Fulfill multiple roles in family Continuous self-improvement Must be a great mom 渴望满足自我需求，而非为家庭牺牲 持续自我提升和精进 在家中扮演好不同角色（如妻子、母亲、女儿等） 必须做一个好妈妈
  • 21.THEY SHOW STRONG COMMITMENT, CONTRIBUTING THE MOST TIME TO RAISING THEIR CHILDREN 在育儿上，她们展示出强烈的尽责意识，认为自己的时间投入远高于其他家庭成员 WHO SPENDS THE MOST TIME WITH THE CHILD(REN)? 家中谁和孩子在一起的时间最长？ Within the 4/2/1 family structure, even though other family members share responsibilities in taking care of children, the busy multi-tasking moms are still taking the lead. 即便4/2/1模式下其他家庭成员也可分担照顾孩子，但忙于各种角色的妈妈们仍对育儿毫不含糊，亲力亲为。 Weekdays Weekends 周一到周五 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Kids 小学(1-3) Tweens 小学(4-6) Mom 妈妈 Winter/Summer Break 周末 Teens 初中 Dad 爸爸 Kids 小学(1-3) Tweens 小学(4-6) 寒暑假 Teens 初中 Grandparents 爷爷/奶奶/外公/外婆 Kids 小学(1-3) Tweens 小学(4-6) Children being along 孩子自己 Teens 初中
  • 22.THEY EXPECT THEIR HUSBAND TO TAKE AN EQUAL ROLE LEADING TO MORE PARENTING RESPONSIBILITY FOR FATHERS 她们希望与丈夫平等养育，期待对方能履行更多的教养责任 IN THE EYES OF A MOTHER, IS HE GOOD FATHER OR NOT? 母亲觉得丈夫是不是一个好爸爸？ Father’s overall performance is ok, but there is big space for improvement 整体表现还可以，但有较大提升空间 IN THE EYES OF A CHILD, IS SHE/HE A GOOD MOTHER/FATHER? 孩子觉得母亲/父亲是不是一个好妈妈/好爸爸？ Along with child’s development, the satisfaction of the father gradually increases, getting closer to mother’s score 随孩子年龄的增长对父亲的认可度逐步提升，与妈妈的差 距逐步缩小 For Mother 给妈妈打分 AVG. SCORE(OUT OF 10) For Father 给爸爸打分 平均打分（满分10分） 9.2 8.4 7.9 7.9 Kids 小学(1-3) 7.9 Tweens 小学(4-6) 9.1 8.5 8.0 Teens 初中 9.0 8.6 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中
  • 23.WHEN IT COMES TO CHILD-RAISING, THEY CLOSELY FOLLOW MODERN CONCEPTS, ESPECIALLY THE TREND OF SCIENTIFIC PARENTING 在育儿方面，她们遵循被社会公认的现代育儿观，紧随着科学育儿大潮 As 1st time moms, the post 80s 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. “初为人母”的泛80后妈妈在育儿上是“新人”。面对各种不同的 教育理念，她们始终在摸索和学习。在她们身上，我们看到了对 立、多面、复杂和变通。
  • 24.THEIR PARENTING THEMES 她们的育儿观 “TIGER” MUM 360°EDUTAINMENT EASY PARENTING “虎妈”上身 360° 乐教 讲究捷径与平衡 Comprehensive Development, Result Driven 全面培养，成果导向 Different KPIs at Different Stages 不同阶段有不同阶段的KPI Hands-on Manager, Give the best 亲力亲为，给予最好 Scientific Education, Believe in Professional 科学育儿，相信专业 Seek ultimate Edutainment at anytime, anywhere Busy & hands-on, Seek Convenience/Efficiency Solutions Give Freedom, Encourage Independent decision-making Hope Their Child(ren) Will Have a Bright Future and a Happy Life at the same time 随时随地，寓教于乐 给予自由，鼓励主见 Focus on Experience, and Always Look in the Progress 注重体验，全面极致 多面忙碌，寻求便捷效率 望子成龙，同时望子快乐 Fast-pace in parenting BUT Flexible and try to balance 节奏虽快，但却张弛有度
  • 25.THEY LOOK TO SCIENCE TO HELP INFORM THEIR HEALTH AND NUTRITION DECISIONS 她们寻求科学的育儿方式，这渗透在各类消费品的选择中 Moms intend to choose “specific and professional” products for child(ren). Taking children's toothpaste for instance, most mums in Tier 1 & 2 markets show high preference. 育儿要专业，妈妈们倾向于选择“针对性”的产品。以儿童牙膏为例，给小学生使用儿童牙膏的比例非常高。 USAGE % OF CHILDREN’S TOOTHPASTE 儿童牙膏使用占比 87% 61% 11% Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 两面针 LMZ 中华 Zhong Hua 舒客 Saky 狮王 Lion 田七 Tian Qi 竹盐 Bamboo Salt 冷酸灵 Leng Suan Ling 纳爱斯 Cnice 高露洁 Colgate 佳洁士 Crest 黑人 Darlie 美加净 Maxam 倍瑞傲 Perice 康齿灵 K-Clean USED FUNCTIONS OF CHILDREN’S TOOTHPASTE 目前使用的儿童牙膏功效 “I’d like to choose the product that is specific for children. “我会给孩子买专业针对孩子的产品” 51% 37% 33% 28% 19% 13% Prevent Tooth Decay All In One Fresh Breath Protect The Gum Whitening Anti Dental Sensitivity 防蛀 多效合一 清新口气 护龈 美白 防敏感 CONSIDERATION FACTORS 儿童牙膏选择因素 60% 55% 53% 45% Safe Ingredient Function Reliable Brand Flavor 牙膏的味道 是否含氟 云南白药 YNBY Crop 20% 18% 17% 12% 8% 青蛙王子 QWWZ Edible or Safe to swallow Texture Price Foreign Brand 欧乐-B Oral-B 黑妹 Heimei 成分安全 可食用/吞咽 功效 Packaging 孩子喜欢的包 装 可靠的品牌 膏体质地 价格 35% With Fluoride or NOT 国外的品牌
  • 26.ESPECIALLY WHEN IT COMES TO DIETARY REQUIREMENTS 尤其关乎孩子吃什么时，就变得更精细化了 Taking dairy products as an example, products fulfill different roles and nutritional needs across daily occasions. 以乳制品为例，不同时段的乳制品各司其职满足了差异化的角色和营养需求 USAGE OCCASIONS OF DAIRY PRODUCTS FOR CHILDREN 给孩子使用乳制品的场合 Milk 纯牛奶 Soy Milk Kids’ Milk Milk Power /Soy Milk Drink 豆奶/豆乳饮料 儿童牛奶 奶粉 Cheese Slices Flavored Milk 片状奶酪 风味牛奶 Cheese Snack Yogurt 奶酪零食 酸奶 Probiotic Drink Milk Drink Almond/Walnu Coconut 益生菌/乳酸 t Drink Drink 含乳饮料 菌 杏仁露/核桃露 椰汁/椰奶 Usage Penetration% 饮用人群占比 91% 47% 55% 23% 28% 59% 35% 93% 77% 49% 39% 48% Breakfast Time 早餐 73% 72% 58% 57% 46% 41% 34% 31% 27% 24% 23% 17% After Breakfast, Before Lunch 早餐后午餐前 12% 21% 20% 13% 21% 25% 23% 23% 25% 29% 23% 21% Lunch Time 午餐 10% 15% 15% 13% 21% 24% 23% 19% 19% 33% 28% 29% After Lunch, Before Dinner 午餐后晚餐前 13% 23% 24% 17% 43% 46% 49% 37% 44% 55% 44% 44% Dinner Time 晚餐 14% 15% 18% 22% 21% 22% 20% 26% 25% 22% 33% 40% After Dinner, Before Sleep 晚餐后临睡前 34% 11% 20% 52% 11% 20% 17% 35% 29% 16% 21% 19%
  • 27.THEY HOLD CONTRADICTORYVIEWS:THEY WANT THEIR CHILD TO GROW UP HAPPILY, BUT THEIR AMBITION TO MEET SOCIAL EXPECTATIONS MAY CONFLICT 然而，她们的意识体现矛盾心理：既希望孩子轻松成长，又雄心勃勃赶追各种育儿KPI 61% 58% I don’t want my child working too hard and hope he/she can live at ease. 我不希望孩子太辛苦，希望他/她能过得轻松一些 I just want my child to be happy 我只要孩子快乐就好 VS “Our generation face tough living situation, and I don’t want my child to live like I do. I hope he/she will be ease and happy. 我们这一代过的很累，我不想我的孩子像我一样。我希望它 能过的轻松一点，开心就好。” CHASING VARIOUS PARENTING KPIS 全面综合的育儿KPIS Vision Independent 见识 独立性 Personality 个性发展 Quality 素养
  • 28.THEY HAVE HIGH EXPECTATIONS FOR THEIR CHILD(REN) ULTIMATELY WANTING THEM TO SUCCEED 她们对孩子寄予厚望，希望孩子全方面发展，并获得成就 MOMS’ PAY ATTENTION TO VARIOUS ASPECTS OF CHILDREN’S DEVELOPMENT 妈妈关注孩子的方方面面，全面培养 I hope my child can be successful while he/she grows up 我希望孩子长大以后能有所成就 78% 5% 人际关系 Human Relations 有爱心 Caring 创造力 Imagination 见识眼界 Experience & Vision 沟通表达能力 Communication Skills 自律/行为习惯 Self—Control 独立自主 Independent 礼貌教养 Manor 成绩学业 Study 艺术修养 Sense of Art 节俭 Frugal 责任感 Ownership 心理情绪 Mood 兴趣培养 Hobbies 个性发展 Personalities 理财意识 Financial Awareness I hope my child can be outstanding 7% 我希望孩子能表现出众 Disagree 认为不符合 Neutral 一般 67% Agree 认为符合 Such hope or expectation has become A common phenomenon regardless of region and income level 让孩子全方面发展的期望几乎成为了一个不分地 域、不分经济水平的普遍性现象
  • 29.WHILE ACHIEVING GOOD GRADES IS STILL A FUNDAMENTAL, MOMS ALSO PAY ATTENTION TO COMPREHENSIVE DEVELOPMENT 虽然学业仍是最重要的基础，但越来越重视全面培养 ASPECTS THAT MOMS PAY ATTENTION TO (TOP 5) 妈妈会关注孩子的哪些方面 （最主要的5方面） Manner礼貌教养 50 Communication Skill沟通能力 Interpersonal Skills人际关/交际圈 Manners & Communication 礼貌、处事、沟通 32 22 Independent Being Independent独立自主能力 48 Self-discipline自律/行为习惯 35 Study（scores）成就学业 Study 44 Responsibility责任感 33 独立性 学业 Responsibility and Caring Caring 有爱心 28 责任与爱心 Mental health&Mood心理情绪 28 Mental Health Stress tolerance抗压能力 21 Interest Development兴趣培养 26 Personality Development个性发展 22 Creative Development创造力/想象力 22 Appreciation of Art艺术修养 13 Vision见识眼界 15 Frugal节俭 Investment sense理财意识 心理健康 8 7 Interest, Personality, Creativity 兴趣、个性、创造力 Vision 眼界 Financial Management 财务管理
  • 30.“I hope he can be happy, do what he’d like to do.” “我希望他可以开心做自己。” “I want him to be more extroverted, with high EQ and good social skills.” “我希望他是一个外向、EQ高、社交沟通能力强的人。” “I let my daughter to learn to play piano, so she can play it when she feels down or stressful.” “我现在给她学弹琴，我希望以后当她心情低落或压力大的时候，可以通过弹琴来缓解压力。” “I expect him to have morally sound values, as well as the courage to unswervingly pursue his own dream, so when he is old, he has no regrets.” “我期待他将来可以以正确的三观勇敢坚定地去追求自己的梦想，当老矣，无悔此生。”
  • 31.OTHER THAN INTERNAL VIRTUES, PARENTS NOW ALSO PUT A LOT OF FOCUS ON THEIR CHILD'S APPEARANCE 内在塑造固然重要，但如今的家长也非常愿意花费精力提升孩子的颜值和气质 70% CLAIM TO PAY ATTENTION TO POLISHING THEIR CHILD’S APPEARANCE. 表示很注重培养孩子的颜值和气质 While appearance is valued more by moms with girls and in Tier 1 cities, for those with boys and in Tier 2 cities, the number is also high. 女生尤是，但男生也不能缺。一线更注重，但二线也不低。 MOMS OF BOYS MOMS OF GIRLS 66% 74% 男孩妈妈 女孩妈妈 T1 T2 一线城市 二线城市 79% 67%
  • 32.DEVELOPING LIFE EXPERIENCE IS ALSO IMPORTANT 除此以外，眼界和人生经历也不能少 Take studying aboard as example, the primary goals are broadening vision, gaining experience, and being independent. Education is undergoing a huge transformation. Vision and experience have also become a major focus for parents. 以出国留学为例，首要目的也不再是追求更好的教育资源 随着对教育要求的全面升级，孩子的眼界和经历也 BENEFITS OF STUDYING ABROAD 出国留学的利益点 成为了父母关注的一大重点。 “ 养。 49% 40% 34% Broaden children’s vision Enrich life experience Increase children’s independent ability Better educational resources 让孩子能够独立自主 更好的教育资源 23% 16% Better living environment Less study pressure 让孩子开阔眼界 27% I often take him to concert, performance, exhibitions in order to improve his appreciation ability on arts. 我会经常带他去听音乐会、看文艺演出、看展览，以提高他的气质修 54% ” 丰富人生经历 24% Better for children to Own more competitive learn foreign language advantage 让孩子更好地掌握外语 回国后有竞争优势 更好的生活环境 12% 7% 4% 学习压力比国内小 4% Better school/better Hope the child will live There are relatives and Intend to immigrate degree abroad in the future friends abroad 有家庭移民的打算 国外的学校/学位更好 希望孩子以后留在国外 国外有亲戚朋友在
  • 33.ENABLING CHILDREN TO WIN FROM THE STARTING LINE IS DEEPLY ROOTED IN PARENTS’ MINDS “ “让孩子赢在起跑线”已是常规认知，泛八零后更是有过之而无不及 VARIOUS POPULAR EARLY CHILDHOOD EDUCATION CLASSES IN MARKET My friends’ children all started early childhood education when they were very little. So I let my child to go to classes too. I don’t 市场流行的各类早教和婴幼儿班 expect him to learn much, but at least he gets to have this experience and interact with teachers and other children. 朋友的孩子都是很小就开始读早教，我就给我的孩子也报了班。 虽然不一定能学到什么，但起码能让孩子早点开始体验，和老师 和同龄的孩子互动。 My Gym Physical + Intelligence My Art Artistic accomplishment My Music Improvisation There are many choices, such as training to be hosts and models. I signed my child up for English classes given by foreign teachers, and calligraphy classes. 现在很多班可以报名，比如主持人、小模特培训班。我给孩子报 了英语外教课和书法课。 ” 3-4 y.o. Class Meet yourself in the play 4-6 y.o. Class Language and Creative Expression 7-9 y.o. Class Accumulation and use of language 10-12 y.o. Class Develop ways of thinking Source ofpicture:http://www.mygymchina.com.cn;http://sh.dreamaker.com.cn/course.html
  • 34.AS CHILDREN MOVE UP GRADES, ADDITIONAL EDUCATION SPENDING RISES 虽然课外教育的形式随着年纪增长会有变化，但教育花费是一项持续性的投入 AVERAGE EDUCATION SPENDING PER YEAR ASIDE FROM SCHOOL (RMB) 平均一个学年的额外教育花费（人民币） Kids Tweens 小学(1-3) 小学(4-6) 9,045 9,666 Such spending is slightly higher in tier 1 cities and on boys 一线城市以及男孩家庭的教育投入略多 Teens 初中 10,308Note:China implements nine-year compulsory education. Hence, the spending is mainly extra cost for extracurricular activities. 注：中国实行九年制义务教育，因此总教育花费主要为学业外花费 T1 T2 一线城市 二线城市 12,111 8,643 Boys 男 Girls 女 10,051 9,277
  • 35.EXTRA-CURRICULAR ACTIVITIES ARE CORE ESPECIALLY FOR KIDS IN ELEMENTARY SCHOOL 1-3 GRADE. 小学1-3年级更是启蒙教育的核心阶段，在此时，兴趣班和补习班同等重要 INTEREST & AFTER-SCHOOL CLASSES ARE EQUALLY IMPORTANT FOR KIDS GRADE 1-3 IN ELEMENTARY SCHOOL 小学1-3年级参加的补习班和兴趣班 74% Interest Class 兴趣班 49 33 KIDS JOIN THE INTEREST/AFTER-SCHOOL CLASSES 小学1-3年级 会参加兴趣班或补习班 After-school Class 补习班 32 22 16 15 15 13 10 13 6 5 4 3 2
  • 36.EARLY CHILDHOOD EDUCATION IS CRUCIAL, WHEN DEVELOPING GOOD HABITS AND ENGAGING IN HOBBIES TAKE PRIORITY 早期教育意义重大，习惯和兴趣培养是主要目的 REASONS OF KIDS ATTENDING AFTER-SCHOOL/INTEREST CLASSES 小学1-3年级参加补习班/兴趣班的原因 Interest Class After-School Class 兴趣班 Develop hobbies 52 培养孩子的兴趣爱好 Develop unique skills 让孩子有一技之长 Learn to appreciate art 培养孩子的艺术修养 Exercise physical fitness 锻炼孩子的身体素质 Develop IQ 帮助开发孩子智力 Develop social skills 培养孩子的社交能力 Requested by children 孩子主动要求 Want child to learn what I am interested in 自己的兴趣也想让孩子学 Develop EQ 培养孩子为人处事/情商 Adding additional scores to some exams 考虑到以后考试加分 Other children are attending 别人家的孩子在学 Teacher Recommendation 老师规定/推荐 Find someone to look after child 有地方可以照看孩子 36 35 26 26 23 18 9 6 补习班 Develop study habits 培养学习习惯 48 Improve/Maintain study performance 提高/保持学习成绩 42 Great atmosphere to study 良好的学习氛围 36 Worried about child’s studies 怕孩子跟不上学习进度 27 More efficient than studying at home 比在家学习更有效率 12 Have people to supervise 有人督促孩子学习 12 Requested by children 孩子主动要求 23 21 19 More assured about child’s studies 让我更放心孩子的学业 6 Others are attending 别人家的孩子在学 5 Teacher Recommendation 老师规定/推荐 16 10 7
  • 37.ACADEMIC PERFORMANCE BECOMES THE KEY FOCUS AS CHILDREN MOVE UP GRADES 随着受学业成绩导向的阶段来临，育儿重心逐渐转变为提高学习表现 REASONS TO ATTEND AFTER-SCHOOL CLASS 参加补习班原因 53 54 48 44 42 36 34 33 34 27 30 31 23 26 28 21 19 20 19 16 19 16 20 24 10 9 10 7 7 10 Develop study habits Improve or maintain academic performance Good study atmosphere Concern on children falling behind in class More efficient than studying at home Have study supervisor for children Request from children Feel more reassured about children’s performance Follow other children Request or recommendati on from teachers 培养学习习惯 提高/保持学习 成绩 良好的学习氛围 怕孩子跟不上学 习进度 比在家学习更有 效 有人督促孩子学 习 孩子主动要求 让我更放心孩子 的学业 别人家的孩子 在学 老师规定/推荐 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中
  • 38.UNDER THE PRESSURE OF ENTERING HIGH SCHOOL ACADEMIC PERFORMANCE BECOMES MORE AND MORE IMPORTANT 迫于升学压力需要进行权衡取舍，成为“硬件”的学习成绩被摆在了更重要的位置 THE ATTENDANCE OF AFTER-SCHOOL CLASS AND INTEREST CLASS 孩子参加补习班和兴趣班的比例 %of after-school class is gradually increasing 68% 65% 64% 61% 55% 66% 60% 55% 51% 56% 补习班比例逐渐提升 63% 60% 49% 43% 38% 29% Grade 1 of Elementary School 小学1年级 %of interest class is gradually increasing 37% 兴趣班比例逐渐降低 25% Grade 2 of Elementary School 小学2年级 Grade 3 of Elementary School 小学3年级 Grade 4 of Elementary School 小学4年级 Grade 5 of Elementary School 小学5年级 Grade 6 of Elementary School 小学6年级 Grade 1 of Middle School 初中1年级 Grade 1 of Elementary School 初中2年级 Grade 1 of Elementary School 初中3年级
  • 39.THE FOCUS ON SOFT SKILLS WEAKENS SLIGHTLY AS CHILDREN ENTER NEW GRADES 虽然认可“软件”和“硬件”同等重要，但随着学级的升高，在意识上有所减弱 80% 35% 37% 41% Top 1 box (completely agree) gradually drops as the 45% 42% 39% progress of the grades 虽然整体态度认可，但”完 BELIEVE EQ IS EQUALLY IMPORTANT TO ACADEMIC PERFORMANCE 认为情商培养与学习成绩同样重要 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 Completely disagree 完全不符合 Disagree 不符合 Neutral 一般 Agree 符合 Completely agree 完全符合 全符合”的数据有所下降
  • 40.THIS HIGHLIGHTS THE CENTRAL CONFLICT; MOMS FACE A TRADEOFF BETWEEN SOFT SKILLS AND ACADEMIC PERFORMANCE 这样就产生了冲突和矛盾点 寻求“软硬兼修”，但要权衡取舍
  • 41.HENCE, THEY SEIZE EVERY OPPORTUNITY TO ENABLE “COMPREHENSIVE DEVELOPMENT” 既要补足“软件”的培养，同时追求全面教育，日常点滴都是宝贵的教养时刻 EDUTAINMENT ANYWHERE, ANYTIME 日常即教养，教养即日常 Parents choose to educate their children through daily activities and entertainments, letting their kids to have fun and enjoy the learning process. 生活是个大学堂：对于泛八零后的父母而言，生活的方方面面是都 可以是培养孩子的学校。越来越多的父母开始选择从日常生活和娱 乐活动中寻找教育意义，让孩子从各方面都能学到新的东西。 “ My daughter is 8 years old now. I will ask her to cook together with me, to train her ability to live on her own in the future. 我女儿现在8岁，我有时会让她帮忙一起煮饭，可以锻炼 她以后的自理能力。 Taking my son to supermarkets is also a good chance to develop his confidence and communication skills. He can go talk to the salesperson, consult on flavors. 带儿子去超市也是很好的体验机会，他自己去跟工作人 员交流试吃，或咨询口味，可以培养他的胆量。 ”
  • 42.SHOPPING HAS BECOME A GREAT WAY TO ENCOURAGE CHILDREN’S INDEPENDENCE 购物成为为培养孩子独立性和有主见的一种方式 81% “ I shop a lot offline because I can bring my kid with me. So he can have some shopping experience & learn through that. 我更多会在线下购物，因为线下可以带小朋友出去一起购 物，让他有一些购物体验，来得到锻炼。 I let my kid to pick his own daily commodities. Now he chooses what he wants to buy whenever we go to supermarket. I ENCOURAGE MY CHILD TO HAVE HIS/HER OWN OPINIONS AND MAKE MORE DECISIONS 希望孩子有自己的逐渐，并会鼓励他/她 自己多做决定 孩子的一些小的生活日用品，都会让他自己去选。现在他在超 市都是自己来进行挑选的。 ”
  • 43.THEIR PARTICIPATION IN BUYING HELPS THEM PRACTICE DECISION MAKING 尤其是在消费决策上，鼓励孩子参与购买决策，并适度介入进行把关 In most scenarios, children have decision or influence power 大部分情况孩子自己都可以影响购买决定 We just buy whatever we decided on We choose the product and ask for their opinion They will select what they want to buy, and we will check We don’t care, they can buy whatever they want 我们直接选，不会问孩子意见 我们帮孩子选好，然后问孩子的意见 孩子选好会给我们看一下 Parents Dominate 完全父母主导 我们完全不管，孩子想买什么就买什么 6% 7% 8% 9% 22% 18% 22% 23% 43% 37% Children Having Influences 52% 孩子有影响力 19% Toys 玩具 40% 35% 27% 32% 20% 45% 21% 47% 文具/学习用品 Books Snacks & Drinks 书籍 （不包括教辅书） 零食饮料 37% 28% 25% Shoes 鞋子 6% Sports Products 运动产品/装备 *NOTE:decision making power based on all those who purchased selected categories to their child(ren) 注：基于所有给孩子购买过该品类的受访者 48% 53% 40% 38% 7% Stationery 21% 31% 8% Apparel 21% 4% Digital Device 衣服裤子 电子数码产品/设备 28% 16% 7% 29% 11% 6% Toothpaste Skincare 牙膏 护肤品/ 化妆品
  • 44.WATCHING MOVIE IS SEEN AS ‘EDUTAINMENT’, ESPECIALLY FOR KIDS AND TWEENS 看电影也可以是亲子与教育的方式，尤其是针对小学阶段而言 Watching movie is not only the top choice for family moment, but also a great way of edutainment. movie selections are also important as it will determine different educational benefits. 电影不仅仅是大多数家庭作为亲子/家庭时光的选择，同时也通过题材和内容的选择达到一定的教育意义。 WHO GOES TO CINEMA WITH THE CHILD? 和孩子一起看电影 Peers 同辈 Elders 长辈 Kids 小学(1-3) 我（孩子妈妈）Mom 家里其他亲戚 Other Relatives 朋友 Friends 基本不去电影院 Never watch movies Tweens 小学(4-6) 孩子爸爸 Dad 老师 Teacher 孩子兄弟姐妹 Brothers/Sisters Teens 初中 孩子爷爷/奶奶/外公/外婆 Grandparents 同学 Classmates 孩子一个人看 Alone
  • 45.TRAVELING IS ANOTHER OPPORTUNITY FOR ‘EDUTAINMENT’ 旅游更是寓教于乐的难得机会 Traveling does not only represent spending time with family, but also a good opportunity to train and educate children for them to broaden their vision while having an unique experience. 旅游不仅仅代表着亲子时光，更承载着多样化的意义。既是健康美好的家庭时光、又可以增长见闻和体验， 还能多方位对孩子进行锻炼和培养。 MOM’S PERCEPTION ON THE BENEFITS OF TRAVELING 带孩子旅游的利益点 Gain Knowledge 增长见识 Embrace Nature 接触大自然 43 Family Time 亲子时光 22 Release Stress 缓解学习压力 Experience Different Culture 体验不同文化 19 Develop independent skills 培养孩子独立自主能力 Develop Social skills 锻炼沟通和社交能力 20 30 29 36 35 22 24 23 20 18 18 Create memories 创造美好回忆 18 Invigorate child’s health 增强孩子体质 15 Build up courage 锻炼胆量/勇气 Kids小学(1-3) 20 24 23 24 20 20 Entertainment 娱乐休闲 Kill Times 打发时间 50 49 41 13 4 4 14 15 15 15 5 Tweens 小学(4-6) Teens 初中 44 43 44
  • 46.REWARDS AND PUNISHMENTS ARE EQUALLY USED BY PARENTS 即便是奖励与惩罚，也可以更具激励和教育意义 Most moms choose verbal praise and educate as their top choice. Rewards that are considered edutainment such as traveling are also highly favored. While physical punishments are now less favored by moms. 积极的鼓励和时刻的提醒是多数母亲的选择。奖励时也更愿意选择可以如旅游等寓教于乐的方式。而体罚等惩罚措施 已不再是父母育儿的第一选择。 TOP ACTIONS TAKEN TO REWARD AND PUNISH 最常会使用的奖励及惩罚措施 2.6 Average No. of methods used to reward 平均会使用的奖励措施数量 VS 2.1 Average No. of methods used to punish 平均会使用的惩罚措施数量 51% 32% 26% 24% 19% Reward 奖励措施 Verbal Praise 口头表扬鼓励 Outdoor Activities (Exclude Traveling) Traveling 带孩子旅游 Buy Snacks/Drinks 买零食/饮料 带孩子出去玩（不包括 旅游） 53% Educate Verbally 口头教育 37% Self-Reflection 让孩子自己反思 Less Restrictions On Playing Games 允许多玩一会儿游戏 18% 17% Restrict Phone/Tablet Physical Punishment 适度体罚 Usage 控制手机/平板电脑使用 15% Restrict TV Usage 控制电视观看 Punish 惩罚措施
  • 47.PARENTS ENCOURAGE THE USAGE OF DIGITAL DEVICES AS THEY SUPPORT THEIR CHILD’S DEVELOPMENT 电子设备帮助孩子接触多元信息。而本就数字化的泛八零后父母，对此态度非常积极 Most of the devices used by children are specifically bought for them by their parents. MOMS THINK THEIR CHILDREN USE DIGITAL DEVICESFOR:妈妈认为孩子使用电子设备的用途： 大部分孩子的电子设备是家长专门为其购买 看电子报 Electronic newspaper 65% 67% 86% 76% 看动漫 Anime 搜索/查询信息 Search info 看视频 Online videos 收发电子邮件 Email Smart Phone 智能手机 91% Child Phone 儿童手机 94% Tablet 平板电脑 91% Desk/Laptop 台式/笔记本电脑 53% 聊天/社交 Chat/Social 听广播/电台 Radio 逛贴吧/论坛等 Tieba/Blog 做作业 Homework 听音乐 Music 参加网络课程 Online classes 支付 Payment 玩游戏 Games 看直播/自己直播 Live Broadcast 看书 Reading 导航/地 Navigation/Map 看电子杂志 E-Zine Watch Phone 手表电话 E-Reader 电子阅读器 Learning Device Gaming Device 学习设备 游戏设备 看新闻 News 网上购物 Online shopping
  • 48.THERE ARE FEW PARENTS WHO EMPLOY STRICT CONTROLS, EVEN ON WEEKDAYS 当然，数字设备的使用会在一定管辖范围内 Restrictions on device usage are more frequent during weekdays and less on weekends and breaks 对电子设备的监管更多是平时，在周末和假期则较为宽松 Tweens 小学(4-6) Kids 小学(1-3) Teens 初中 No Restrictions基本不规定 Less than 5 or 6hrs每天不超过5/6个小时 Less than 3 or 4hrs每天不超过3/4个小时 Less than 2hrs每天不超过两个小时 Less than 1hr每天不超过一个小时 Less than 30min每天不超过半小时 Weekdays 平时 Weekend 周末 Winter/Summer Break 寒暑假
  • 49.HOWEVER, MOST PARENTS SUPERVISE THEIR CHILD’S DIGITAL DEVICE BEHAVIOR 而使用行为也受一定的监管 How do moms monitor children’s digital behaviors? 监督孩子使用电子设备的具体行为 MAINLY ON OVERALL BEHAVIORS 主要监督整体行为 72% PAY ATTENTION TO AND RESTRICTS CHILDREN’S DIGITAL BEHAVIORS 会留意并限制孩子 使用电子设备的行为 However, nearly 30% of the moms claim that they do not monitor digital behaviors at all 有近3成的妈妈称其对此完全放任自由 69% 51% 35% 32% Check what games they are playing Check what videos are they watching Check what websites are they viewing Check what Apps are they using 会看孩子玩什么游戏 会看孩子看什么视频 会看孩子看什么网站 会看孩子用什么APP RARELY ON SOCIAL SPACE 社交空间较少干涉 22% 7% 4% Check their conversation records Check their online shopping site records Check their Blogs/Zone 会看孩子的聊天记录 会看孩子在购物网站的记录 会看孩子的博客/空间
  • 50.PART 03 3TRENDS:MATURING EARLY, BALANCE, DIGITAL NATIVES 重新认识数字时代的中国孩 童：早熟、平衡、数字化
  • 51.WITH POST-80S’ UNIQUE PARENTING STYLES, THEIR CHILDREN HAVE A WIDE RANGE OF INTERESTS AND EXPERIENCES 在泛八零后父母的育儿方式之下，他们体现出一定程度的早熟心智 EVEN THOUGH THEY ARE YOUNG IN AGE, THEY HAVE A WIDER RANGE OF INTERESTS 自幼就关注自己的方方面面 LANGUAGE 语言能力 HOBBIES 兴趣爱好 CULTURE 文化 VISION 眼界 EXPERIENCE 经历 SOCIAL 社交 TECHNOLOGY 科技 APPEARANCE 颜值 STUDY 学习 KNOWLEDGE 见识
  • 52.THEY HAVE THEIR OWN DREAMS 他们对未来有着一定的憧憬 Likely influenced by modern social/parents’ expectations, boys tend to mention more “specialist” jobs; However, except “art” and “teaching” related jobs, we observe more girls’ mentioning “specialist” jobs too. 也许是受现代舆论/父母期待影响，男生更偏向于提及专业类职业，而女生除了更倾向于选择艺术和教师外，对专业性职 业也有了较多的提及。 35% 教练 Coach 律师 Lawyer 司机 Driver 飞行员 Air Pilot 科学家 Scientist 医生 Doctor 警察 Police 空姐 Cabin Crew 军人/解放军 Soldier 工程师Engineer 建筑师Architect 19% 演员 Actor 舞蹈家 Dancer 设计师 Designer 画家 Painter 歌手 Singer 明星 Star 服装设计师 Dress Designer 16% 3% 音乐老师 Music Teacher 舞蹈老师 Dance Instructor 篮球运动员 Basketball Player 老师 Teacher Specialist 专业人员 （Male男：46%，Female女：24%） 艺术类 （Male男：10%，Female女：28%） 企业家 Entrepreneur 运动员 Athlete 美术老师Act Teacher 老板 Boss 足球运动员 Football Player 英语老师 English Teacher 体育老师 PE Teacher Athlete 主持人 Host Art 2% 赛车手 Racer Teacher 教师 运动员 Entrepreneur 企业主或私营业主 （Male男：3%，Female女：1%） （Male男：6%，Female女：1%） （Male男：7%，Female女：24%）
  • 53.OUTSIDE SCHOOL, THEY LIVE A FULL AND BUSY LIFE 他们拥有着丰富多彩的课余生活 WEEKLY OUTDOOR ACTIVITIES : 11 times TRAVEL TIMES PER YEAR : 3 times 每年旅游次数超过3次 每周外出活动次数达到11次 2.2次 1.4次 1.4次 1.1次 2.3次 CONVENIENT/GROCERY STORE STATIONERY SHOP PARK LIBRARY DOMESTIC (SHORT TRIP) 便利店/杂货店 文具店 公园 图书馆 国内短途游 1次 0.8次 0.7次 0.6次 0.8次 SUPER/HYPERMARKET BOOK SHOP YOUTH ACTIVITY CENTRE MALL DOMESTIC (LONG TRIP) 超市 大卖场 书店 少年宫/青少年活动中心 商场 0.6次 0.4次 0.4次 0.3次 0.2次 SPORTS GROUND AMUSEMENT PARK MUSEUM ARCADE HALL THEATRE 博物馆/科技馆 电玩城 音乐厅/剧院 体育场馆 游乐园 国内长途 0.3次 OVERSEA 出境游
  • 54.THEY SPEND MORE TIME OUT OF THE HOME AS THEY GROW UP 日常所接触的场所也随年龄的增长逐渐变多 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 Avg. visit times/per month 平均每月外出次数 Frequency (times) 频率(次数) 10.9 4.44.1 4.1 8.3 8.4 5.2 6.0 5.9 3.23.2 3.8 100% 1.5 1.8 1.1 0.5 0.6 0.4 1.0 1.0 0.5 0.5 0.4 1.3 0.8 0.8 1.1 0.6 0.5 0.5 0.4 0.4 0.4 1.2 1.1 1.1 2.0 1.8 1.9 80% 60% 40% 20% 0% Visited 到访 % Hyper/Super market (P6M) 超市/大卖场 Grocery Store (P6M) 便利店/杂货店 *NOTE:Avg. visit times based on all visitors 注：平均外出次数基于所有访问者 Stationary Shop(P6M) 文具店 Book Store (P6M) 书店(P6M) Park(P12M) 公园 Amusement Park(P12M) 游乐园 Youth Activity Centre(P12M) 少年宫/青少 年活动中心 Sports Ground(P12 M)体育场馆 Arace Hall(P12M) 电玩城 Museum (P12M) 博物馆/ 科技馆 Theatre(P1 2M)音乐厅 /剧院 Cinema Cinema Normal Times平时 Winter/Su mmer Break 电影院 电影院 寒暑假
  • 55.AS STUDENTS, THEY ARE CONSCIENTIOUS AND POSITIVE ABOUT STUDYING 身处学生时代，体现出对学习的积极态度，以及进取的精神 I AM POSITIVE AND HARDWORKING 对于学习，认为自己积极努力 72% I like studying I am working hard 76% 我非常/比较喜欢学习 HOWEVER, I AM NOT THAT HAPPY ABOUT MY SCORE 但对自己的成绩不够满意 64% I am satisfied about my score 对自己的成绩感到非常/比较满意 我学习非常/比较努力 I AM PROACTIVE EVEN OUTSIDE SCHOOL 课余不忘主动拓展学习的疆域 “I like to attend a few after-school classes and learn stuffs outside school” “我喜欢去外面报的班，自己再额外学习一些 其他的东西。” MOM THINKS I AM DOING WELL, BUT STILL ROOM TO IMPROVE 而母亲也觉得孩子虽然表现较佳，仍有很多提升的空间 HOW DOES MOM FEEL ABOUT THEIR CHILD? 母亲觉得孩子怎么样？ Kids 小学(1-3) Tweens 小学(4-6) Teens 8.4 8.4 8.4 初中
  • 56.ALTHOUGH STUDYING REQUIRES MORE TIME AND IS STARTING TO CREATE STRESS 虽然学习上花费的时间和所面临的压力与日俱增 TIME SPENT ON HOMEWORK GROWS PRESSURE GROWS OVER TIME 作业时间随年级上升而延长 学习压力不断增加 %Unit:mins/per day 单位：分钟/每天 Not stressful完全没有压力 A bit stressful有点压力 Stressful压力比较大 Very stressful压力非常大 6 5 13 17 6 27 90 104 110 111 125 132 84 92 106 54 66 61 27 Mon-Fri周一至周五 Kids小学(1-3) Weekend周末 Tweens 小学(4-6) Winter/Summer Break寒暑假 Teens 初中 12 Kids 小学(1-3) Tweens 小学(4-6) 6 Teens 初中
  • 57.TIME SPENT ON ENTERTAINMENT GROWS PROPORTIONALLY TO STRESS LEVELS, HIGHLIGHTING IT’S ROLE AS A STRESS RELIEVER 但娱乐时间并无“缩水”，反倒有所增加，体现出一定的张弛有度 TIME SPENT ON ENTERTAINMENT PER DAY 平均每日娱乐时间 Mon-Fri 周一到周五 Weekend 周末 Winter/Summer Break 寒暑假Unit:mins/per day 单位：分钟/每天 105 67 81 96 79 50 27 13 11 27 23 15 12 20 15 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 80 74 67 59 62 42 52 63 52 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 Kids 小学(1-3) Video Games 电子游戏 89 OTV 网络视频 TV 电视 68 Tweens 小学(4-6) 82 Teens 初中
  • 58.HOBBIES REMAIN VERY IMPORTANT, ESPECIALLY FOR TEENS 兴趣爱好也并没有被抛弃 HOBBIES 兴趣爱好 Tweens 小学(4-6) Kids 小学(1-3) Teens 初中 38 27 手工 Handcraft 33 32 23 25 28 25 15 19 14 18 看视频 Watch Online Videos 16 5 6 4 14 游泳 Swimming 音乐 Music 看电视 Watch TV 26 22 美食 Eating 10 10 6 4 3 唱歌 Sing 数学 Math 跳绳 Skipping 足球 Football 弹琴 Piano 玩游戏 Games 看动画片 Watch Cartoon 美术 Art 跆拳道 Taekwondo 看电影 Watch Movie 溜冰 Ski 玩电子产品 Play Digital Devices 骑车 Ride 下棋 Chess 弹古筝 Chinese Zither 乒乓球 Ping-Pong 武术Martial Arts 写作 Writing 阅读 Reading 看动漫/漫画 Watch Anime 羽毛球 Batminton 学英语 Learning English 跳舞 Dance 篮球 Basketball 跑步 Running Average No. of Hobbies 平均提到的兴趣爱好个数 Kids 小学(1-3) Tweens 小学(4-6) Teens 1.72 1.71 1.85 初中 旅游 Travel 弹吉他 Guitar 书法 Calligraphy
  • 59.THEY LIKE TRAVELING AND ARE ENGAGED BY THE BENEFITS IT BRINGS 他们喜欢旅游，能感知旅游的多方面价值 WHAT TRAVELING BRINGS TO THEM 旅游对不同年龄段孩子的吸引点： Embrace nature接触大自然 Expand my vision增长见识 Release stress放松/缓解学习压力 Train myself锻炼自己 Have fun/feeling of freshness趣味/新鲜感 As they grow by age, children start to have a Be with my family可以和家人在一起 Experience different culture体验不同文化 fuller understanding of traveling and the Go exploring/ go on an adventure探险/冒险 benefits it brings. Go to more places that never been to before可以去别人没有去过的地方 随年龄的增长对旅游的认识日趋完整， Share the travel experience with others可以和别人分享旅游经历 且更倾向于知识文化层面 Promote friendship/Make new friends增进友谊/认识新朋友 More conversation topics with others可以和别人有更多的聊天话题 Contents to post in moments/QQ zone/weibo可以发朋友圈/QQ空间/微博等 Kids小学(1-3) Tweens 小学(4-6) Teens 初中
  • 60.THEY ALSO FORM THEIR OWN OPINIONS ABOUT STUDYING ABROAD 并已形成了对出国留学的成熟观点 STUDYING ABROAD MEANS…% 出国留学对孩子来说意味着…% 54 Improving language skills锻炼语言能力 Many children show interest in living oversea due to their unique education background, living environment and childhood experiences. 注重独立性的教育理念，相对开放的成 28 Change living environment想换一种生活环境 18 Like foreign culture喜欢国外文化 17 Less pressure国外学习压力小 13 Freedom国外比较自由/没有人管我 12 Bad living environment in China国内生活环境差 10 Better school/degree国外的学校/学位更好 长环境和丰富多彩的成长经历令许多孩 Just prefer foreign countries就是感觉国外比较好 子在初中甚至更小的阶段就对“外面的 My friends are studying abroad身边有同学/朋友留学 世界”充满了好奇。 52 Broaden my vision开眼界 9 8 6 Wanna stay abroad in future希望以后留在国外 6 Dislike the study environment in China不喜欢国内的学习… Have family members/friends abroad国外有亲戚朋友在 4 31% Show interest to studying abroad 孩子对留学感兴趣
  • 61.YOUNG AS THEY ARE, THESE CHILDREN START PAYING ATTENTION TO APPEARANCES 年幼的他们也已经开始注重外表颜值 60% “ Does not disagree with the statement ‘I think external appearance is more important than inner ability’ 不反对“我觉得颜值比一个人的内在更重要” I follow beauty make-up videos on Weibo, such as dress collocation, make-up, manicure .etc. Although I won’t do these things now, but eventually I will. My use my pocket money to buy things that are beautiful —— From a 12 y.o. female “我的零花钱用来买漂亮的东西。” – 一位12岁女生 ——From a 14 y.o. female “我会在微博上关注一些美妆视频，如服装搭配， I like ## brand, because many classmates like it and I think it is cool 化妆，美甲等。即使我现在不会做美甲，但是我长 —— from a 9 y.o. boy 大了就会做了。” – 一位14岁女生 “我喜欢##品牌，很多同学都喜欢，而且比较酷” – 一位9岁的男生 ”
  • 62.THEY GAIN MORE FINANCIAL POWER AS THEY GROW OLDER 随着年龄的增长，对财务的掌控力逐渐提升 HOW CHILDREN SPEND THEIR MONEY 孩子对于金钱的用途 % Declining Parent control 由家长代管或投资逐渐降低 Rising percentage of individual spending 独立用于花费的比例逐渐升高 71 55 56 49 36 Give to parents 上交给家长 26 32 24 Save as education fund (including saved by parents and myself) 32 20 8 20 3 2 Buy daily foods/goods 3 Save money for expensive things Wealth management 孩子自己买日常会用/吃的东西 孩子自己存起来买比较贵的东西 and investment 投资理财 存起来作为教育基金（包括让 家长存或是自己存) Kids 小学(1-3) Tweens 小学(4-6) Teens 初中
  • 63.AND THEY START TO FORM THEIR OWN PERCEPTION ABOUT BUYING 并开始渐渐形成了自己的消费观念 I spend my money carefully, I only buy things that are worth buying 我不乱花钱，一般只买值得购买的东西 17% 54% Children from Tier1 cities have stronger opinions on their spending. 而一线城市的孩子的消费观略显成熟一些 T1 1线城市 T2 1线城市 57% 52% T1 1线城市 T2 1线城市 46% 43% I disagree that foreign products are better than domestic products 不认可国外的东西比中国的好 27% 44%
  • 64.THEY ALSO START TO ACCUMULATE “BRAND SMARTS” 也开始对不同的品牌建立认知 14.6 11.8 5.9 8.1 Average No. of Snack brands aware Average No. of Drink brands aware Average No. of Apparel brands aware Average No. of Dairy brands aware 平均知道的 零食品牌数量 平均知道的 饮料品牌数量 平均知道的 服装品牌数量 平均知道的 乳制品品牌数量
  • 65.DIGITAL DEVICES/MEDIA GRADUALLY BECOME MORE INFLUENTIAL 数字设备/媒体的影响随学级逐渐升高 DIGITAL MEDIA – DAILY REACH 数字设备 – 日到达率 77% TRADITIONAL MEDIA – DAILY REACH 59% 52% 传统媒体渠道 - 日到达率 18%16%13% 62% 62% 31% 28% Mobile 手机 36% 12% Kids 小学(1-3) 8% 7% 14% 8% 10% 8% 4% 3% 4% TV - During the Semester TV - Winter/Summer Break Newspaper Magazine Radio 平时看电视 寒暑假看电视 看报纸 看杂志 听广播 Kids 小学(1-3) Tweens 小学(4-6) Teens 初中 Tablet 平板电脑 Tweens 小学(4-6) 15% 8% 10% PC 台式电脑/笔记本 Teens 初中
  • 66.USAGE FREQUENCY INCREASES ACROSS ALL DIGITAL DEVICES 数字设备的使用粘度也呈逐高态势 TRADITIONAL MEDIA – FREQUENCY DIGITAL MEDIA – FREQUENCY 传统媒体渠道 – 使用频率 数字设备 – 使用频率Unit:'>Unit: