1、数字时代的中国孩童 白皮书2019.2DIGITAL CHILDREN IN CHINA WHITEPAPERTURNING INVISIBLE POWER INTO VISIBLE BRAND GROWTH将隐形的力量化为可见的增长每 日 免 费 获 取 报 告1、 每 日 微 信 群 内 分 享 7+最 新 重 磅 报 告 ；2、 每 日 分 享 当 日 华 尔 街 日 报 、 金 融 时 报 ；3、 每 周 分 享 经 济 学 人4、 行 研 报 告 均 为 公 开 版 ， 权 利 归 原 作 者所 有 ， 起 点 财 经 仅 分 发 做 内 部 学 习 。扫一扫二维码关注公号回复：研究
2、报告加入“起点财经”微信群。 HIGHLIGHTS报告重点聚焦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？Most current Chinese children are the“one
3、 child” of the first “one child”generation. They have unique historicallabel 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独生子女 ， 身为 “ 独二代 ” ， 他们身上有非常独特的历史标签和时代的影子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Their values and lifestyle are shaped by
4、development of the society (e.g. consumption upgrade, expansion of middle class) and the comprehensively “scientific” parenting values of post 80s parents他们的价值观和生活形态由社会环境与经济发展(如消费升级、中产规模化 )和泛 80后父母全方位的“科学”育儿观共同塑造THEY ARE INCREDIBLY EARLY-MATURING, INDEPENDENT THINKING, AND EXPERIENCED他们空前早熟、思辨、见多识广E
5、xposed 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. 他们注定会成为未来难以赢取的新新人群，现在开始关注他们，才能抢占先机建立品牌优势DIGITAL CHILDREN OF TODAY AR
6、E THE PURCHASERS OF TOMORROW孩童群体即将成为万众瞩目的新一代1THEIR VISIBLE SPENDING POWER“财务自由”的小大人THEIR INVISIBLE INFLUENCES他们的 “隐形”影响力MORE CATEGORIES THAN EVER儿童接触的品类越发广泛Currently, marketers mostly pay attentionon 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
7、 “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96% Have their own pocket money的孩子有自己的零用钱很多 情况下，父母 也希望通过 购物 来培养孩子的独立决策力Most of the time, parents buying decision will be influenced by their children30-50
8、% 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. 2 IN FACT, THEY ARE ALREADY MAJOR CONSUMERS他们拥有非凡的影响力THE MEANING AND CHALLENGE OF DIGITAL MEDIA 数字渠道的意义与 挑战In China,
9、 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.在中国，孩童是一个 庞大的隐形互联网民群体 。他们接触数字设备，但有较大比例没有专
10、属的数字 ID或身份，因而如何通过科技手段（如机器学习）更精准识别儿童用户是未来需要考虑的方向。THE IMPORTANT ROLE OF OUT-OF-HOME MEDIA (OOH)户外媒体的角色同等重要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 digi
11、tal media to optimize marketing effects. 无论是哪个学级，孩童群体的户外生活都非常丰富精彩，对户外媒体有非常高的接触频率 。户外媒体的 重要性不亚于数字媒介，需要和数字媒介精密组合来优化营销效果。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
12、内容形式也愈加多样。DIVERSIFIED CONTENT AND FORMATS多样化的内容与形式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TO WIN SUCH FUTURE CONSUMERS, BRANDS NEED TO :为了赢得未来的 消费者 ， 品牌需要 :BRANDING IS IMPERATIVE品牌建设 变得 更加紧迫Digital children only know the abundance of informat
13、ion and product choices that face todays 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 loc
14、al brands.中国孩童出生在选择过剩的时代，从小就接触更广阔的信息池，也更加拥有国际视野。他们相对客观地对待不同国家的品牌和商品，对中国本土品牌也充满信心。As a result, global and local brands alike face unprecedented challenges in survival and growth.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。4 BUILDING SUSTAINABLE AND INSPIRATIONAL BRANDS FOR THESE FUTURE CONSUMERS打造具有启发性和好感度的品牌，
15、以吸引这群未来的消费者1.Gain their awareness as early as possible尽早进入他们的视野2.Build brand bias in Priming Stage, esp. for children. Seeding brand bias directly decides theconversion 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3.Invite them to co-create and co-define the future brand core (the core property th
16、at brand owntimelessly) with foresight thinking, which requires not only thinking about NOW but also planning forhumanity development in the future (e.g. needs transformation cause by empowerment of people, inthe A.I. technology and medical technologys future).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
17、， 也要考虑到人性的发展(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 )4.As the child grows, its a continuous journey for brand to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 w
18、ith 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NOTE: Brands need to always respect legal 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“One Child” families 2nd generation 早期“独二代”出生2002Selective two child policy单独二孩
19、政策实施2013Universal Two Child policy全面二孩政策实施2015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。6-15 y.o. Child6-15岁儿童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15991593161715851595160815911592160416351640168716551786172620032004200
20、5200620072008200920102011201220132014201520162017BIRTH POPULATION (UNIT: 10THOUSAND)历年出生人口 （单位：万人）FUTURE GENERATION未来的儿童KIDS AGED 6-15: 160 MILLION6-15岁儿童 : 1.6亿1岁 2岁 3岁 4岁 5岁 6岁 7岁 8岁 9岁 10岁 11岁 12岁 13岁 14岁 15岁YEARAGETHEY ALREADY HAVE SIGNIFICANT BUYING POWERAS WELL AS STRONG INFLUENCE OVER THEIR P
21、ARENTS 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情况下，父母愿意尊重孩子的购物决策78% of the time, parents buying decision will be influenced by their childrenCategories include snacks & drinks, stationary, toys, apparel, shoes, skincare, toothpaste, digital device, sports products, boo
22、ks.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）Average pocket money per month (RMB)平均每月零花钱（元）Average Chinese Lucky money (RMB)平均压岁钱（元）Kids小学 (1-3) 80 3,727Tweens小学 (4-6) 103 3,233Teens初中 211 3,383BEGINNING AGE OF USING 开始使用的年纪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THEY ARE IMPORTANT ONLINE U
23、SERS WITH MANY ENJOYING INTERNET ACCESS SINCE AN EARLY AGEHOWEVER, 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孩子使用的电子设备有很多并不属于他们自己ONLY A FEW HAVE THEIR OWN ACCOUNTS且自己拥有的账号比例也很低Own OTV Account有网络视频账号19%Own Online Shopping Accounts有网购账号 32%84%37%30%42%5% 16%SMART PHONE智能手机 PC台
24、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MANY DEVICES USED BY CHILDREN DO NOT BELONG TO THE CHILDTHEIR 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8437 3020 143 2 20102030405060708090Desk/Laptop台式 /笔记本电脑T
25、ablet平板电脑Smart Phone智能手机 7.37.87.5STARTING AGE OF USING DIGITAL DEVICES平均开始使用电子设备的年龄DIGITAL DEVICE PENETRATION电子设备渗透率%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 03Kids 6-9 Y.O. 岁Elementary School 1-3 grades小学 1-3级Tweens10-12 Y.O. 岁Elementary School 4-6 gra
26、des小学 4-6级Teens13-15 Y.O. 岁Middle School初中MULTIPLE RESEARCH TECHNIQUES ENABLE US TO DIG DEEPER: 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Focus Group 座谈会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 2Girls女孩组
27、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 .EXPLORATION探索方向MOMSIn-depth Interview 深访In order to develop deep understanding of Post 80s parenting styles, we did further interviews with six moms who have kids/tweens/teens.为
28、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。CHILDRENQualitative 定性研究：Note: All the Interviews were conducted after getting the approval by childrens 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MULTIPLE RESEARCH TECHNIQUES ENABLE US TO DIG DEEPER: QUANTITATIVEGAIN BROAD PICTURE了解大局Pilot Test 实验性访问 + Pre-rec
29、ruit In-home survey 提前招募入户访问CHILDRENTwo 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.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。
30、MOMS+CHILDRENConsidering 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 1-3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 T
31、ier 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The interview were conducted with the child and his/her mom separately and simultaneously to ensure objectivity and accuracy.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。量化验证阶段Quantitative 定量研究：Note: All the Interviews
32、were conducted after getting the approval by childrens 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POST 80S PARENTING STYLE他们的父母（泛八零后）的育儿观PART 02POST 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, LOO
33、K 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POST 95s EARLY P. 90s POST 70s POST 60s POST 50s95后 90
34、后初代 80后 70后 60后 50后1995-2005 1990-1994 1980-1989 1970-1979 1960-1969 1950-1959泛 80后： 78s80sPOST 80sPOST 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 OUTSIDE现代的外在Des
35、ire to put their own needs ahead of family渴望满足自我需求，而非为家庭牺牲Continuous self-improvement持续自我提升和精进Be confident, strong and independent自信，坚强，独立MODERN CHINESE WOMEN现代女性的角色TRADITIONAL INSIDE传统的内在Family comes first家庭为先Must be a great mom必须做一个好妈妈Fulfill multiple roles in family在家中扮演好不同角色（如妻子、母亲、女儿等）在育儿上，她们展示
36、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THEY SHOW STRONG COMMITMENT, CONTRIBUTING THE MOST TIME TO RAISING THEIR CHILDREN0%10%20%30%40%50%60%70%80%90%100%Mom 妈妈 Dad 爸爸 Grandparents 爷爷 /奶奶 /外公 /外婆 Children being along 孩子自己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 structur
37、e, 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周一到周五Weekends周末Winter/Summer Break寒暑假Kids小学 (1-3)Tweens小学 (4-6) Teens初中Kids小学 (1-3)Tweens小学 (4-6) Te
38、ens初中Kids小学 (1-3)Tweens小学 (4-6) Teens初中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THEY EXPECT THEIR HUSBAND TO TAKE AN EQUAL ROLE LEADING TO MORE PARENTING RESPONSIBILITY FOR FATHERSIN 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？Fathers overall performance is ok, but there is big space for improvem
39、ent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 childs development, the satisfaction of the father gradually increases, getting closer to mothers 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7.9 7.9 8.0 Kids小学 (1-3)Tweens小学 (4-6) Teens初中AVG. SCORE(
40、OUT OF 10)平均打分（满分 10分）7.99.2 9.1 9.0 8.4 8.5 8.6 For Mother 给妈妈打分For Father 给爸爸打分Kids小学 (1-3)Tweens小学 (4-6) Teens初中在育儿方面，她们遵循被社会公认的现代育儿观，紧随着科学育儿大潮WHEN IT COMES TO CHILD-RAISING, THEY CLOSELY FOLLOW MODERN CONCEPTS, ESPECIALLY THE TREND OF SCIENTIFIC PARENTINGAs 1st time moms, the post 80s women are
41、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。她们的育儿观THEIR PARENTING THEMES“TIGER”
42、MUM “ 虎妈 ” 上身360EDUTAINMENT 360 乐教EASY PARENTING 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 KPIHands-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随时随地，寓教
43、于乐Give Freedom, Encourage Independent decision-making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Busy & hands-on, Seek Convenience/Efficiency Solutions多面忙碌，寻求便捷效率Hope Their Child(ren) Will Have a Bright Future and a Happy Life at the same time 望子成龙，同时望子快乐Fast-pace in parent
44、ing BUT Flexible and try to balance节奏虽快，但却张弛有度她们寻求科学的育儿方式，这渗透在各类消费品的选择中THEY LOOK TO SCIENCE TO HELP INFORM THEIR HEALTH AND NUTRITION DECISIONS Moms intend to choose “specific and professional” products for child(ren). Taking childrens toothpaste for instance, most mums in Tier 1 & 2 markets show hi
45、gh 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 CHILDRENS 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USED FUNCTIONS OF CHILDRENS TOOTHPASTE目前使用的儿童牙膏功效Prevent Tooth Decay防蛀51% 37% 33% 28% 19% 13%All In One多效合一Fresh Breath清新口气Protect The Gum护龈Whitening美白Ant
46、i Dental Sensitivity防敏感“Id 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 ”CONSIDERATION FACTORS 儿童牙膏选择因素60% 55% 53% 45% 35%Safe Ingredient成分安全Function功效Reliable Brand可靠的品牌Flavor牙膏的味道With Fluoride or NOT是否含氟20% 18% 17% 12% 8%Edible or Safe to swallow可食用 /吞咽Packaging孩子喜欢的包
47、装Texture膏体质地Price价格Foreign Brand国外的品牌高露洁 Colgate狮王 Lion纳爱斯 Cnice冷酸灵 Leng Suan Ling竹盐 Bamboo Salt田七 Tian Qi中华 Zhong Hua舒客 Saky两面针 LMZ黑人 Darlie佳洁士 Crest 欧乐 -B Oral-B黑妹 Heimei云南白药YNBY Crop青蛙王子QWWZ美加净 Maxam倍瑞傲 Perice康齿灵K-Clean尤其关乎孩子吃什么时，就变得更精细化了ESPECIALLY WHEN IT COMES TO DIETARY REQUIREMENTSTaking dair
48、y 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/Soy Milk Drink豆奶 /豆乳饮料Kids Milk儿童牛奶Milk Power奶粉Cheese Slices片状奶酪Flavored Milk风味牛奶Cheese S
49、nack奶酪零食Yogurt酸奶Probiotic Drink益生菌 /乳酸菌Milk Drink含乳饮料Almond/Walnut Drink杏仁露 /核桃露Coconut Drink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%
