millennial parents in china

Studying parenting trends anywhere in the world is always a topic of great interest to me. With the great expectations that parents have for their children, and in how they view their own role in helping them get there, any look at parenting behaviour is flushed with emotions and possibilities. And this becomes all the more pronounced when we look at parenting trends in China, where the single child policy (that’s been relaxed in some measure now) and the digital lives have led to interesting behaviours and pointed newer ways for brands to enhance desirability, drive engagement & participation with parents.

In some ways these are uniquely Chinese and in many ways they mirror their global counterparts as borders come down with all pervasive digital lives.

DRIVE THE RIGHT CONVERSATIONS BY HELPING THEM BUILD A MUSEUM OF THEIR CHILD’S ACHIEVEMENTS  & EXPERIENCES
Parents uber display every experience & milestone of their child. Single child + Increased affluence has meant that Child is ‘the’ expression of family status. And this expression is amplified more with today’s visual language, resetting expectations from culture, content and brands. From ‘Telling & Consuming’ Baby Culture, Millennials are now making, participating in & reshaping baby culture. 
“My baby girl’s first Christmas. She got a present, and she seemed to like it very much. I shared it with everybody socially” - Rena, 33
“When my baby said his first sentence, I felt so excited. I recorded his voice and shared it with the world” - Sean, 28
This child newsfeed has also given parents content to populate their online lives with, while also shining the spotlight on one’s ability as a parent.
“Friends are surprised that my baby can use straw himself, and ask me how he learned. I believe that baby imitates mother, and I drink water using straw to teach him, so I posted pictures showing them that.” – Esther, 27 
They are constantly building a museum of their child’s achievements & experiences, displaying what they are most proud of – their child . And shining the spotlight, not just on what they buy for their child, but also on the activities they do with their child.
Implication? Have a culturally agile & visual approach to telling your brand story. Parents are natural sharers of their child’s experiences, esp. their ‘first anything’. Provide opportunities for parents to display their child’s experiences & achievements. Enroll millennial parents as content creators for the brand and dial up new visual formats for search, I-media and social platforms to increase receptivity with this active storytelling audience.
 
DELIVER THE RIGHT CONTENT BY OUTFITTING PARENTS WITH TOOLS TO ENSURE THAT THE JOB OF PARENTING DOESN’T OVERTAKE THE JOY OF PARENTING
Technology is parent’s ally helping them at their job of parenting. Mobile is the modern pacifier & the various digital devices, play the role of the nanny on the block. Digital parenting has reached its peak with the many tracking devices helping parents quantify information about their child’s health – including vital signs like heart rate and temperature to sleeping position, dryness and mood. Parents  are welcoming all help they can get to ensure that they remain on top of it all and are outfitted with the right information, inspiration and experience to excel in the job of parenting.
Implication? Create deeper daily interactions via content rich, data inspired parenting enablers. For example, you could create a win-win negotiation strategy with a publishing vendor. In exchange for developing a co-parenting data experience that drives traffic to their site they could deliver all the brand content needed to support these interactions.
 
PROVIDE THE RIGHT CURRENCY BY REWARDING THESE ‘ALWAYS-ON’ DEAL HUNTERS AT EVERY STAGE OF THEIR SHOPPING EXPLORATION
For the millennial parents, shopping is an ‘always on’ exploration for the best deals.
“I love shopping. If I fancy something I take pictures, record product type, price, and then go to Taobao for comparison, inquire and buy, check reviews. I have great sense of accomplishment. You can never be afraid of not being able to find the things you like” – Ya’an, 31
Tools to help win and enjoy the treasure hunt are only increasing in number, with customized sale notifications providing millennial with discount alerts for the specific items they are interested in, the moment the price drops. Millennial parents are Deal hunters across categories, equally excited for getting a deal on soap as they were a TV. It’s not just about the price, it is the hunt for value.
Implication? Make the hunt for value a rewarding & equity building activity. What if you gamified the buying experience making every step of the process of buying your brand personally rewarding and fun? What if you could help her display her purchase, showcase her knowledge  and use all of it to extend and tell the brand story, thereby giving a platform to her voice & extending her influence in the service of the brand, in ways that feel natural and authentic.
 
BE A PART OF THEIR COMMUNITY & STRENGTHEN ITS FABRIC BY RECOGNIZING & STRENGTHENING THE VALUE OF COLLECTIVE PARENTING
Mom’s lifeline is her connection to other moms. Connecting to the experiences of other parents is her 24 X7  classroom.
“The QQ group I am in is a group for moms. There are more than 400 members in the group. Everyday we will share the parenting experiences and help each other with all kinds of questions related to kids” Pae Lin,28
“Some of my friends have already got children, they care about me when they know I am pregnant, so I always update them after my baby is born. When I receive comments I feel I am important around my friends” Zhin Ying, 34
“I ask my friends which baby product is better, because they will give me advice if they have used it, if not, we will discuss should we buy together” Sharon Tang, 33

The support from other parents is becoming all the more important in a society of largely single children now raising their own single child.
“I was a little worried when I found that my baby could not rise his head, so I ask on baby care forum, and some experienced moms told me it is normal to release my tension in such forums. It is a relief.Now I can answer other new moms’ questions myself according to my own experience” Jocelyn Teo, 30

Dads too have now gotten more involved in the parenting experience. As have grandparents. Witnessing the increase of diaper purchasing from Dads and Grandparents in other Countries (Germany, Japan, UK) Amazon migrated their successful Amazon Mom program to be re-named Amazon Family (2014). China is witnessing the same trend.
Jibaobao.com has a special page for the  dads & grandparents as shoppers for baby products.TalkerMaMa.com has a page for the dad called ‘TalkerBaBa’.. In Hong Kong, a website called ‘daddybuy2u.com’ has a page for Dads to purchase diapers. 

​And she continues to derive support from her community she hopes to offer something meaningful back to them.
Implication? Tap into their inclusive mindset to build loyalty. Provide her with incentives and access to experiences that she can share with her peers and earn the status of ‘the valuable contributor’ in her community. Communicate, invite & reward conversations from the entire family and design for dad’s & grandparent’s role in the consumer journey.