One of notable effects about the one-child policy is the demographic reversal in China. The part of elder persons raised a lot and the part of children declined. From 2000 to 2010, China’s population growth is about 0,57% per year, much lower than the overall average of 1,07% for every ten years in the world. The population of children aged from 0 to 14 years old has considerably decreased: the growth which was 33,59% in 1982 fell to 16,6% in 2010. This fact leads to a change in consumption patterns among Chinese parents.
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Chinese parents purchase carefully
It is known that Chinese people put their family first. There is also the saying of “respect elders and take care of children” (尊老爱幼 zun lao ai you). This is instilled in everyone from an early age. Since the politics of the single child, the place of the child in the family has become more important. There are well-known phrases in China such as: “Even if we had to get more tired, we must ensure child’s future “or” help your child to start at the same level as the others children “.
Parents seek to give the best for their child since their birth, even if they work harder (or even have to work away from them). In large cities like Beijing or Shanghai, many young parents are looking to dress their child as trendily as possible. Sometimes, it is not only for fun, it also makes their child stand out from other families. The tendency of comparison and the gaze of others are still present in Chinese society. On the other hand, it also indirectly inculcates the importance of appearance in the child. People in China talk a lot about “mian zi” or to keep face.
Whether good or bad, this phenomenon persists or even spreads as the economic situation for many families improves in China. The country has the largest middle class in the world.
Imported Children’s products are popular in China
This phenomenon finds its origin in the policy of the single child. Because it was no longer possible to have several children, the family invests all their energy on the only descendant. Thus, on the one hand the child enjoys all the love and attention but also supports all the tension and hope that his family carries in him.
Another explanation is that parents devote a lot of time to their child. Their generation was part of an evolution stage and openness of the country. Many products have become accessible in China just in recent years. Parents want their child to experience a better living environment than they have had.
Having taken this new way of raising their children, even after the abolition of the one-child policy, families are reluctant to have a second child. Traditionally, China preaches families with many children, considering that the more there is, the more it is a sign of wealth and happiness. Many do not feel able to raise a second child because the charge now has become too important. They prefer to devote more on a child, to offer him everything he needs (article about Generation Z here).
Nevertheless with the children of the recent generation, who are themselves unique children, they know the flip side and the loneliness about not having siblings. The number of children is gradually recovering, because of the enrichment of the middle classes in China. The Chinese demographic situation is still forecast to rise for coming years.
Local brands VS foreign brands
Children and baby’s products are often chosen with care, even more than the question of appearance, the quality also matters a lot. Because children are being more fragile, parents do not dare to buy them any brand for everyday use products such as baby health care products or clothing. Moreover, the good growth of their little treasure is the most important thing for them, that is why they are making more efforts to learn about their purchases.
Chinese parents are willing to invest a lot of time and money. Many choose to turn to foreign brands. On the one hand, because Chinese people have more confidence in imported products than local products. Following various scandals in China, trust in domestic brands has considerably deteriorated. On the other hand, buying foreign products also makes feel like to have better tastes.
Recently in Shanghai, for the occasion of the event “2018 AW KIDS WEAR”, a parade area was set up. Admission and registration are free, and parents can bring their children to attend the exhibition of new collections by different brands. This event allows these brands (almost all Chinese local brands) to make themselves known to the public. As nowadays Chinese people rely more on foreign brands, local brands need to be more active in order to break into these markets. They hope to change the vision of the ‘’Made in China’’ from parents’ regard.
How to break through the market ?
E-commerce in China is so powerful, nearly 80% Chinese customers purchase their products online. There is a lot of e-commerce platforms you can use for selling children’s products. The most popular are JD.Com and Tmall. They sell all kind of stuff and have a good reputation among Chinese customers. Actually, there are also some App specialized in items for children products such as Beibei.Com(贝贝). Don’t miss this big opportunity to set up your tmall store.
Social Media Campaign
Actually, Wechat has more than 900 million active users, it’s the most used App in China. Thanks to all its functionalities such as transfer money, pay bill, make a reservation, sell through wechat store …, it makes the daily life so easy. Wechat is an application basically for communication but it has evolved a lot and now integrate multiples services. It is also nowadays a tool for promotion and being in touch which consumers. You can take a look about our article on “How WeChat is transforming business”.
Don’t forget Weibo the second large social media platform, with more than 600 million active users. it’s very used by Chinese people. You can make some promotions on Weibo with some Kols and engage a lot of your customers.
The little red book
The little red book (or Xiao Hong shu in Chinese) became these years a reference for Chinese customers. They use it to share and also to see others’ sharing. It is a platform but also a community for recommendations and advices on different things such as food, fashion, or travel place. Want to know more about sell in China ? See our services.
Targeted strong Reputation
You need to work in establishing a positive reputation as well as increasing of your brand image. Keep in mind that customers don’t buy the brand but its reputation. They really care about what people think or say about your products, if all the comments that they find are bad, you will lost your clientele. It’s important to work with a good marketing agency that can help you to increase your reputation and provide you good feedback. The key is to be focused and develop your status on the platforms & sources where your target are most active.
The market for children’s products has always been in good health. Owing of the fast-economic development in the country and the growing importance of the middle class, China represents a huge market for many sectors nowadays.
You have a project development in China? GMA, specialist of the Chinese market can provide you the help needed. Our experts in digital marketing can guide you to establish your business in the mainland of China, and to be present on the social network . Contact us or come and meet us directly in our offices in Shanghai !
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