Posted On 2014/09/10 By In Business, Consumer, News, Family, Media With 837 Views

How Brands can reach China’s 320 Million working Moms

China’s approximately 320 million working mothers represent an enormous consumer base that companies are working hard to understand—and differences between regions, generations, and backgrounds mean that their responses to marketing messages can be dramatically different. This week’s episode of Thoughtful China takes a look at the changing culture of motherhood in China, including an assessment of the high-pressure “Tiger Mom” stereotype and how China’s young new moms are different from the previous generation.

1323 How Brands can reach China's 320 Million working Moms Video

According to market research experts, the image of the Chinese “Tiger Mom” often portrayed in Western media isn’t completely accurate. Unilever’s regional VP for laundry Vijayanand Sinha explains that China’s moms are making “more time for relaxation and possibly more all-around development of children.”

Li Yuhong, the associate planning director of JWT Shanghai, believes this is a generational shift. “This generation is very different [from] the previous generation. They’re much more Westernized, more pragmatic, more hedonistic, and they want their baby really to be happy.” They do “still live in the real world; a competitive environment,” however, she says. “The tension is still there—which is how to protect the childhood joy and the pressure toward achievement.”

Watch the video for the full episode to learn more about marketing experts’ research on China’s moms and what it means for brands.


Learn more in our Global Ready China Seminars


Sources:

Article: Jing Daily

China’s approximately 320 million working mothers represent an enormous consumer base that companies are working hard to understand—and differences between regions, generations, and backgrounds mean that their responses to marketing messages can be dramatically different. This week’s episode of Thoughtful China takes a look at the changing culture of motherhood in China, including an assessment of the high-pressure “Tiger Mom” stereotype and how China’s young new moms are different from the previous generation. According to market research experts, the image of the Chinese “Tiger Mom” often portrayed in Western media isn’t completely accurate. Unilever’s regional VP for laundry Vijayanand Sinha explains that China’s moms are making “more time for relaxation and possibly more all-around development of children.” Li Yuhong, the associate planning director of JWT Shanghai, believes this is a generational shift. “This generation is very different [from] the previous generation. They’re much more Westernized, more pragmatic, more hedonistic, and they want their baby really to be happy.” They do “still live in the real world; a competitive environment,” however, she says. “The tension is still there—which is how to protect the childhood joy and the pressure toward achievement.” Watch the video for the full episode to learn more about marketing experts’ research on China’s moms and what it means for brands. Learn more in our Global Ready China Seminars Sources: Article: Jing Daily

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About

Stefan

Stefan (from Austria, Europe) has been living, studying and working in China since 2010. Stefan has worked on several research, publication and consulting projects focusing on the China Travel Market. He holds three Masters degrees and is an expert on China Outbound Tourism, Marketing and Social Media in China. Stefan works with BMG on the Global Ready China Seminars as well as the Global Ready China News and related projects. He also has teaching engagements in the areas of eMarketing and Tourism Strategy.

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