2024年中国3-6岁儿童人群需求与行为洞察报告

Industry Overview - The report focuses on the demand and behavior insights of 3-6-year-old children in China, highlighting the evolving trends in parenting and child development [1][2] - Modern families are increasingly emphasizing scientific and planned parenting, leading to the rise of "ingredient-focused," "tech-savvy," and "planning-oriented" mothers as the mainstream parenting groups [5] - AI-assisted tools and apps are enabling parents to balance relaxed and scientific parenting, offering personalized solutions and real-time monitoring [7] Family Structure and Demographics - Chinese family sizes are shrinking, with the average household size decreasing from 3.4 in 2000 to 2.6 in 2020 [10] - Families with children account for 37.2% of total households, with 60.1% having one child and 32.9% having two children [10] - The majority of 3-6-year-old children's parents are female (75%), with over 50% residing in first-tier and new first-tier cities [12] Parenting Behavior and Trends - Parents are increasingly focusing on early sensory development, self-directed learning, and physical activity for their children [16][17] - Height, vision, and dental health are the top concerns for parents regarding their children's well-being [19] - 69% of families use parenting tools or apps, primarily for feeding guides, kindergarten preparation, and common illness information [21] Consumer Behavior and Preferences - 59% of families report a shift in consumption focus as children grow, with increased attention on children's clothing, toys, and family travel [23] - Safety remains the top priority for parents when making purchasing decisions, followed by brand reputation and cost-effectiveness [25] - Over half of families spend several days researching before making a purchase, with 46% spending more than a few days on product selection [28] Parenting Tools and Platforms - Parenting information is primarily sourced from vertical parenting platforms, short video platforms like Douyin and Kuaishou, and content communities like Xiaohongshu [33][35] - Vertical parenting platforms are the preferred choice for learning parenting knowledge due to their comprehensive content and tools [35] - Short video platforms and content communities are key channels for parents to gather product and service reviews [40] Market Competition and Key Players - The parenting app market is dominated by top players like Mama.cn and Qinbaobao, which have strong brand recognition and user loyalty [42] - Mama.cn leads in exclusive user numbers and user dependency, offering rich content and personalized services [46] - Douyin and Xiaohongshu are emerging as important platforms for brand marketing and sales conversion in the parenting sector [48][49] Product Categories and Trends - Baby care products, such as shampoo, body wash, and diaper cream, are highly prioritized by parents, with safety and ingredient quality being key decision factors [52][53] - Nutritional supplements for children are gaining attention, with probiotics, vitamins, and electrolytes being the most sought-after ingredients [60][61] - Toys, especially educational and interactive ones, remain popular, with parents focusing on safety, child preference, and age-appropriateness [109][110] Marketing Strategies - Brands are leveraging seasonal campaigns and expert endorsements to connect with parents, emphasizing product benefits like immunity boosting and cognitive development [70][71] - Mama.cn has successfully integrated marketing strategies with key shopping seasons, such as Chinese New Year, to drive product penetration and sales [97]