Chinese Consumers: Super Mums And Dads

The introduction of China’s two-child policy in 2015 has transformed the landscape of family life and spending behavior. The maternal and baby products market has seen a significant rise in demand, driven by an increasing number of births and a growing interest in high-quality, well-designed products for children. This demographic shift has paved the way for Super Mums and Dads—modern Chinese parents who are more digitally savvy, highly involved in their children’s lives, and eager to invest in the best for their families.

In this report, Alarice offers an in-depth look into the buying behaviors, preferences, and unique consumption patterns of these modern parents. From their use of e-commerce platforms to their engagement on social media, Super Mums and Dads are reshaping China’s consumer market. The report provides actionable insights for businesses aiming to cater to this lucrative market segment, helping them develop more effective marketing strategies, particularly in the realm of digital commerce and social media engagement.

What Is The Super Mums And Dads?

EMERGENCE OF SUPER MUMS AND DADS

The rise of "Super Mums" and "Super Dads" as modern Chinese consumers has transformed the maternity and infant care (MIC) sector. This consumer group is driven largely by the post-90s generation, who, in many cases, have become the primary decision-makers in purchasing products for their families. According to JD.com, this generation accounts for 70% of sales in the maternity and infant product category. With the introduction of the two-child policy, the MIC market has seen significant growth, reaching 2.9 trillion RMB in 2019. The demand is expected to continue growing, with estimates indicating an annual increase of 20-30% over the next decade.

QUALITY OVER PRICE SENSITIVITY

What sets Super Mums and Dads apart from other consumer segments is their shopping behavior. Unlike older generations, these modern parents tend to be less price-sensitive and more focused on quality and convenience. They also show a preference for trendy, high-quality products that align with their modern lifestyle and values. According to data from QuestMobile, the mobile internet usage rate among parents with children aged 0-12 has increased significantly, with 300 million active users online. In fact, 55% of parents purchase children's products primarily through e-commerce platforms, where word-of-mouth recommendations and product quality assurance are crucial purchase drivers.

SHIFT TOWARD EXPERIENCE-DRIVEN CONSUMPTION

In addition to their increasing preference for online shopping, Super Mums and Dads are a key driver in the consumer shift towards "experience-driven" consumption. Parents are now focused on products that offer tangible benefits for their children's development, as well as experiences that can enrich their own lives. This generation is also increasingly concerned with maintaining a balance between their personal lives and parenthood, seeking self-care products and experiences that cater to their wellness needs. This trend is seen in both the physical products they purchase and the digital content they consume, with many opting for online communities and platforms such as WeChat and Douyin to share parenting experiences and seek advice from peers and experts.

Who Is The Free Super Mums And Dads Report For?

The Super Mums and Dads report is designed for brands and businesses in the maternal and child product sectors, as well as those targeting modern families in China. It is especially relevant for:

E-commerce Businesses: Companies looking to tap into China’s booming online maternal and baby product market.

Consumer Goods Brands: Retailers and brands in sectors like baby
food, clothing, toys, and health products.

Social Media & Digital Marketers: Professionals seeking to
understand how Super Mums and Dads engage with social
platforms like WeChat, Kuaishou, and parenting apps.

Market Entry Teams: Global brands interested in penetrating
China’s vast consumer market, particularly in the parenting and
family product categories.

Data Analysts & Consultants: Those who need accurate,
data-backed insights into Chinese consumer trends and behaviors.

The report helps businesses understand the new expectations and desires of Chinese parents, empowering them to craft tailored marketing and product strategies for this growing segment。

What Will You Gain In This Free Super Mums And Dads Report?

By downloading the Super Mums and Dads report, you will gain:

Detailed Insights into Chinese Parenting Trends: Understand
how the two-child policy has shifted family consumption behavior and what modern Chinese parents want for their families.

Consumption Insights: Learn about the specific demands, preferences, and shopping behaviors of Super Mums and Dads,from the types of products they prioritize to how they engage with digital content.

Social Media Engagement: Discover how these parents are using
platforms like WeChat, Kuaishou, and parenting apps to seek
advice, share experiences, and make purchasing decisions.

E-Commerce Trends: Explore how online shopping and social-commerce platforms are revolutionizing the parenting market in China. We’ll dive deep into which platforms are most popular and how brands can optimize their strategies on these platforms.

Key Consumption Categories: Explore the sectors that are most important to Super Mums and Dads, including maternal health products, children’s education, family travel, and wellness.

Actionable Strategies: Gain insights into how to tailor your marketing strategies to resonate with Chinese parents, from influencer collaborations to personalized marketing tactics.

Key Highlights Of The Free Super Mums And Dads Report

PART 1: A GROWING MARKET FOR FAMILY-ORIENTED PRODUCTS

The introduction of the two-child policy has catalyzed a continuous increase in births, directly influencing the demand for maternal and child products. The market is set to grow at an annual rate of 20-30% over the next decade. As modern parents, Super Mums and Dads prioritize high-quality, sustainable, and culturally relevant products for their children. Their purchasing decisions are shaped not just by necessity, but also by a desire for innovation and trendiness. The growing middle class and their increasing disposable incomes have led to greater investments in the best educational tools, health products, and lifestyle items, making Super Mums and Dads an important target for brands in both the retail and e-commerce sectors.

For Super Mums, their focus is often on ensuring their children have access to the best products for development, education, and well-being. They are more likely to spend on organic foods, educational toys, and gadgets that provide convenience and enhance quality of life. As for Super Dads, they invest not only in parenting products but also in items that align with their personal lifestyle. According to iiMedia Research, new dads, particularly those born after the 1980s, tend to spend on men’s clothing, personal care, and fitness-related products, reflecting their desire to maintain both a high quality of life and appearance while also caring for their children. Data from iiMedia also indicates that spending on baby products by fathers increased significantly between 2016 and 2019, and a growing number of new dads are purchasing items like diapers and baby clothes. This shift reflects how fathers are becoming more involved in parenting and how they contribute to the overall consumption in the market.

PART 2: DIGITAL ENGAGEMENT AND SOCIAL COMMERCE

The rise of e-commerce has brought Super Mums and Dads closer to their favorite products, with shopping increasingly happening on mobile platforms. The convenience of online shopping, especially through platforms like Tmall, JD.com, and WeChat, makes it easy for parents to find the best products for their children and themselves. In addition to standard e-commerce, social commerce has proven to be a crucial part of the shopping experience. Social media tools such as WeChat mini-programs, Douyin (TikTok), Kuaishou, and RedNote (Xiaohongshu) are increasingly integrated into the purchasing process, offering parents a seamless journey from discovery to conversion.

Super Mums and Dads are active on social media, seeking parenting advice, product recommendations, and sharing their own experiences. Platforms like RedNote (Xiaohongshu) have become essential for this demographic, where peer recommendations, influencer partnerships, and product reviews drive purchasing decisions. Influencers and KOLs (Key Opinion Leaders) play a significant role in shaping the purchasing decisions of Super Mums and Dads, helping them discover brands that align with their values. Marketing strategies that tap into these platforms by providing relatable, value-driven content perform best. For example, campaigns that incorporate parenting tips, product demonstrations, or community-building aspects tend to resonate most with this audience, reinforcing brand loyalty and increasing conversions.

PART 3: PARENTING DEMOGRAPHICS AND PREFERENCES

Super Mums and Dads in China are a diverse group, but one thing they all have in common is a deep engagement with digital platforms. Their consumption habits are shaped by where they live, their income levels, and their access to technology. Parents in tier-1 and tier-2 cities, particularly those with higher disposable incomes, tend to prioritize convenience, quality, and personalized shopping experiences. These parents often engage in online shopping, research products through social media, and use mobile payment systems like WeChat Pay and Alipay for their convenience. In contrast, parents in second- and third-tier cities, while also tech-savvy, tend to place greater emphasis on value-for-money products.

Super Mums, particularly in tier-1 cities, prioritize products that are premium and authentic, willing to pay a little extra to ensure they are getting the best for their children. They are also more likely to share their purchases on social media, emphasizing their sense of identity and belonging to a community of like-minded individuals. Super Dads, particularly those in their late 30s and early 40s, are self-determined in their purchasing decisions. They tend to focus on high-quality, exclusive products, from limited-edition gadgets to luxury items. Their key characteristics include a cultural orientation in their consumption choices, with a preference for products that reflect modern aesthetics and align with their personal values. Super Dads also show a greater inclination toward self-care and are willing to spend on fitness, grooming, and fashion products that help them maintain a balanced lifestyle.

PART 4: HOW BRANDS CAN CONNECT WITH SUPER MUMS AND DADS

To successfully market to Super Mums and Dads, brands need to understand the emotional and practical aspects of parenting in the digital age. This generation of parents is heavily influenced by social media, looking for product recommendations from peers and influencers. The emotional journey of parenting should be reflected in the content brands create, which is why campaigns that feature relatable, real-life moments of parenting, humor, or educational tips tend to resonate best. Additionally, personalized offers, loyalty programs, and value-driven content are essential in building long-term relationships with this demographic.

Brands must also focus on providing convenience, ensuring that online shopping is fast and easy, while integrating digital touchpoints such as WeChat mini-programs or livestreaming events that allow consumers to interact with the brand in real time. Super Mums and Dads highly value efficiency, with e-commerce platforms that combine content, customer service, and seamless purchasing systems offering the best user experience. Whether it’s a personalized parenting advice column or a livestream event showcasing the benefits of a product, connecting emotionally while offering functional solutions is key to winning over Super Mums and Dads in the competitive Chinese market.

PART 5: THE FUTURE OF SUPER MUMS AND DADS CONSUMPTION IN CHINA

As China’s family structures continue to evolve, so too will the consumption habits of Super Mums and Dads. This demographic is expected to become more diverse, with new trends emerging in self-care, convenience, and personalization. The demand for premium, experience-driven products will continue to grow, particularly in the areas of education, wellness, and fitness. Additionally, as the digital landscape continues to evolve, the role of social commerce and influencer marketing will become even more integral in reaching this audience. Brands that can create personalized, meaningful experiences—whether through digital storytelling, product customization, or community-building—will continue to thrive.

The rise of new parenting trends, such as the “lazy economy,” will influence future consumption patterns, with products that emphasize convenience and time-saving features gaining popularity. At the same time, the increasing focus on cultural identity, exemplified by the growing Guochao trend, will see more parents looking for products that reflect their cultural pride and modern lifestyle aspirations. Brands that can align their products with these values, while offering a seamless, convenient shopping experience, will be well-positioned to capitalize on this growing market.

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About The Authors:

Ashley Dudarenok

Ashley Dudarenok is a naturalized Chinese serial entrepreneur and an award-winning digital expert recognized for her insights into the evolving consumer landscape in China, particularly among modern parents. As the founder of ChoZan, a consultancy specializing in China research and digital transformation, and Alarice, a leading marketing agency focused on the Chinese market, she has made a significant impact in the industry.

With over 15 years of business experience, Ashley empowers Fortune 500 companies to navigate the complexities of engaging with Chinese consumers, including the influential demographic of Super Mums and Dads. She is a sought-after speaker who shares valuable insights on customer-centricity, the future of retail, and the integration of technology into consumer interactions.

Ashley is also a bestselling author, having written 10 books on digital trends in China. She has built a robust following of over 500,000 professionals across platforms like LinkedIn and YouTube. Frequently featured in the media, Ashley continues to shape global conversations around China’s digital and tech evolution, making her an essential voice for brands looking to connect with modern families.

Editorial Team

About The Contributors

What Do We Do?

At ChoZan, we help global brands and local businesses succeed with Chinese consumers across various sectors, including the rapidly growing maternal and child product market. With over 15 years of expertise in understanding China’s digital transformation and consumer behavior, we empower brands to adapt to the evolving landscape shaped by digital ecosystems, cultural shifts, and the needs of modern parents, such as Super Mums and Dads.

CHINA LEARNING EXPEDITIONS

We organize China Learning Expeditions—customized tours that allow leaders from top companies to
immerse themselves in China’s digital ecosystem. These expeditions provide critical insights into local market
trends, competitors, and technologies. Clients like Coca-Cola, InMobi, and Deckers rely on these experiences
to stay ahead of market developments and understand the dynamics of modern family consumption.

TRAINING FOR TEAMS

Our specialized training programs equip global and local marketing, e-commerce, and commercial teams to thrive in China. By empowering teams to excel in areas such as social commerce and digital marketing, we have helped leading companies like Disneyland, Richemont, and Shiseido enhance their strategies to better engage with consumers, including the influential Super Mums and Dads.

CHINA RESEARCH

Our China Research services offer in-depth consumer and market research, trend analysis, and strategic advice tailored to the needs of businesses focusing on modern families. Brands like Johnson & Johnson and HSBC trust us to decode the complexities of China’s market, providing them with actionable insights that pave the way for growth.

CONSULTING & EXPERT CALLS

Through our Consulting & Expert Calls, we connect businesses with top industry experts, offering tailored advice on addressing the specific challenges faced when engaging with modern parents in China. Companies like DFS, Adobe, and Colgate-Palmolive benefit from our strategic guidance and access to leading thought leaders, enabling them to effectively cater to the demands of Super Mums and Dads.

Faq

What does the Super Mums and Dads Report cover?

The Super Mums and Dads report dives deep into the consumer behavior of modern Chinese parents, specifically those influenced by the 2015 two-child policy. It explores how this demographic—Super Mums and Dads—shapes family consumption trends in China, with a particular focus on their evolving shopping habits, preferences for digital shopping, and parenting styles. The report also examines the influence of Gen Z parents in China, highlighting the unique cultural shifts and modern parenting trends. With a focus on the maternal and baby products sector, the report provides actionable insights into the spending habits of Chinese families, covering sectors like education, health, family retail trends, and more.

Why is the Super Mums and Dads Report different from others?

This report is unique because it offers in-depth analysis specifically on Chinese parents in the post-two-child policy era. Unlike other general parenting reports, this one focuses on the evolving consumption patterns of Super Mums and Dads in China, exploring their attitudes towards family spending, brand preferences, and digital habits. The report is backed by detailed consumer insights, including data from social listening, e-commerce platforms, and case studies from leading brands in the Chinese family market. It also addresses the influence of Chinese parenting culture, digital trends, and the rise of family-centric consumer behavior.

Is the Super Mums and Dads Report available for free?

Yes, the full report is available as a free download. It provides a detailed exploration of Super Mums and Dads in China, focusing on their consumer behavior, family spending patterns, and the impact of modern parenting trends. Brands in sectors like baby products, education, health, and lifestyle will find this report particularly valuable in understanding how to effectively engage this demographic

What new insights does the 2021 Super Mums and Dads report provide?

This year’s edition highlights the impact of the two-child policy on Chinese parenting culture, showcasing how Super Mums and Dads are redefining family consumption in China. It offers new insights into how modern Chinese parents balance their family and professional lives, the role of Gen Z parents in shaping consumption trends, and the increasing importance of digital tools in parenting. The report also explores how family retail trends are evolving, with a particular focus on the growing interest in products that offer convenience, personalization, and support for both parents and children.

Which sectors are covered in the Super Mums and Dads report?

The report covers key sectors that Super Mums and Dads are actively investing in, including the maternal and baby products market, family health, education, and lifestyle. It highlights how these parents are prioritizing spending on educational tools, fitness products, and high-quality baby care items, with a focus on Chinese consumer trends and family consumption in China. Special attention is given to the rise of online shopping platforms, and how parents use social media and e-commerce tools like WeChat, RED (Xiaohongshu), and Douyin to research and purchase products for their families.

How can brands engage Super Mums and Dads in China?

To successfully engage with Super Mums and Dads in China, brands must understand the unique demands of modern Chinese parents. The report offers actionable marketing strategies, including how to leverage social commerce platforms like WeChat mini-programs and Douyin livestreaming to connect with this audience. It also emphasizes the importance of building trust through high-quality products and content that speaks to their parenting needs. Marketing campaigns that focus on family-centric themes, convenience, and wellness are particularly effective in reaching these parents, who increasingly prioritize their children’s well-being and personal lifestyles.

Does the Super Mums and Dads report cover family consumption trends in China?

Yes, the report provides detailed insights into Chinese family consumption trends, highlighting how Super Mums and Dads are spending on their children’s needs, including education, health, food, and technology. The report also looks at how family retail trends are evolving, with a growing emphasis on digital-first shopping, private traffic systems, and the importance of convenience in modern family purchases. It offers practical advice for brands looking to appeal to this demographic through e-commerce and social commerce strategies.

How can I apply the insights from the Super Mums and Dads Report?

The report provides actionable insights on how to market effectively to Super Mums and Dads in China. It offers strategies for creating content that resonates with this group, as well as practical advice on how to use e-commerce platforms, influencer collaborations, and social commerce strategies to build brand loyalty. By focusing on convenience, quality, and personalized experiences, brands can better connect with Chinese parents and increase their market share in China’s family-focused consumer landscape.

How can I provide feedback or report an error in the Super Mums and Dads Report?

If you have feedback or notice any errors in the report, please contact us at info@chozan.co. We value your input and continuously strive to improve our reports to better serve our readers. Your feedback helps us ensure the quality and accuracy of our insights.

How can I stay updated with future insights from ChoZan?

To stay informed about upcoming reports and receive exclusive insights on Chinese consumer behavior, family consumption trends, and digital marketing strategies, subscribe to our newsletter. Stay ahead of the curve with the latest trends and intelligence from ChoZan’s experts.

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