Report Introduction

The 2024 China Family Parenting Behavior and Marketing Value Insight Report is based on user research on raising children aged 0-6 and using mother infant vertical platforms, combined with industry macro conditions, to output user parenting behavior and consumption insights, including parenting views, parenting tools, consumption patterns, etc. At the same time, analyze users' app usage habits and explore the value of the mother platform on both the user and brand sides, in order to provide some reference for the market.

catalogue

Overview of the Macro Environment for Parenting in Chinese Families

1.1 Conceptual Categories

1.2 Overview of the Macro Environment for Parenting in Chinese Families: Resident Perspective

Overview of the Macro Environment for Parenting in Chinese Families: Market Side

Overview of the Macro Environment for Parenting in Chinese Families: Parental Perspective

Insights into Parenting Behavior in Chinese Families

2.1 Research Sample Description

2.2 Insights into Parenting Behavior: Parenting Members

2.3 Insights into Parenting Behavior: Division of Labor among Parenting Members

2.4 Insights into Parenting Behavior: Common Media

2.5 Insights into Parenting Consumption: Decision making Members

2.6 Insights into Parenting Consumption: Brand Perception

2.7 Insights into Milk Powder Consumption: Milk Selection, First Consumption, and Milk Exchange Nodes

2.8 Consumer Insights into Diapers: Factors to Consider in Purchasing

2.9 Insights into Baby Nutrition Consumption: Factors to Consider in Purchasing

2.10 Insight into Mom's Nutritional Consumption: Factors to Consider in Purchasing

2.11 Consumer Insights on Baby Care Products: Factors to Consider in Purchasing

2.12 Insight into Consumption of Mom's Cleaning and Care Products: Factors to Consider in Purchasing

2.13 Insights into Parenting Consumption: Consumption Situation

Analysis of the Media Value of Three Maternal and Child Vertical Platforms

3.1 Overview of Online Parenting Catalyst Ecology: Channel Focus

3.2 Overview of Online Parenting Catalyst Ecology: Coverage Nodes of Maternal and Child Vertical Platforms

3.3 Information Acquisition: The mother and baby vertical platform is the primary channel for most users to obtain parenting information

3.4 Information Acquisition: Distribution of Channel Utilization Rate

3.5 Information Acquisition: Advantages of the Maternal and Child Vertical Platform

3.6 Information Acquisition: Focus on Topics in the Maternal and Child Vertical Platform Community

3.7 Grass: Distribution of Channel Utilization Rate

3.8 Comparative Decision: Distribution of Channel Utilization Rate

3.9 Purchase: Distribution of Channel Utilization Rate

3.10 Sharing: Distribution of Channel Utilization Rate

3.11 Sharing: Sharing situation of mother and baby vertical platform

4 Insights into the Marketing Value of Maternal and Child Vertical Platforms

4.1 Deep insights into user engagement

4.2 User Trust Insights

4.3 User Satisfaction Insights

4.4 Representative Case of Maternal and Child Vertical Platform: Parent Baby

4.5 Representative Case of Maternal and Child Vertical Platform: Parent Baby

4.6 Representative Case of Maternal and Child Vertical Platform: Parent Baby

5 portraits of main parenting members in Chinese families

5.1 Analysis of Mother's Portrait

5.2 Analysis of Mothers (divided into high and low tier cities)

5.3 Analysis of Father's Portrait

5.4 Analysis of Ancestral Portraits

Analysis of Future Development Trends in the Maternal and Child Industry

6.1 Future Development Trends: Information Platforms

6.2 Future Development Trends: Maternal and Child Brands

Table of Contents

Appendix 2: Table of Contents for the Official Version of the Report

Figure 1-1 Comparison of China's birth rate and per capita disposable income from 2019 to 2023

Figure 1-2 Structure of Birth Costs in China in 2024

Figure 1-3 Consumption Scale and Forecast of China's Maternal and Child Market from 2019 to 2025

Figure 1-4 Time distribution of initial exposure to parenting knowledge

Figure 2-1 Distribution of Family Parenting Member Composition

Figure 2-2 Distribution of Evaluation on Family Co education

Figure 2-3: The main decision-makers of Chinese family parenting members in child rearing issues

Figure 2-4 Distribution of methods for coping with parenting troubles

Figure 2-5 Distribution of Assistance Provided by the Maternal and Child Vertical Platform in the Parenting Process

Figure 2-6 Distribution of Willingness to Share Parenting Knowledge on Other Platforms in the Maternal and Child Vertical Platform

Figure 2-7 Division of labor in the decision-making process of maternal and child products

Figure 2-8 Brand loyalty distribution of different categories of maternal and child products

Figure 2-9 Distribution of Time Nodes for First Milk Selection

Figure 2-10 Distribution of Time Nodes for Baby's First Consumption and Replacement of Milk Powder

Figure 2-11 Distribution of Focus Points for Milk Powder Selection

Figure 2-12 Distribution of Focus Points for Choosing Diapers

Figure 2-13 Distribution of Focus Points for Choosing Baby Nutrients

Figure 2-14 Distribution of Focus Points for Mom's Nutritional Product Selection

Figure 2-15 Distribution of Focus Points for Choosing Baby Care Products

Figure 2-16 Distribution of Focus Points for Choosing Maternal Care Products

Figure 2-17 Distribution of the proportion of maternal and child product consumption to daily consumption

Figure 2-18 Distribution of Purchasing Proportion of Maternal and Child Products through Online Channels

Figure 3-1 Distribution of Channel Usage in A1-A5 Stages of Maternal and Child Products

Figure 3-2 Distribution of usage of maternal and child vertical platforms in A1-A5 stages of maternal and child products among users at different stages of gestation

Figure 3-3 Distribution of primary catalyst channels

Figure 3-4 Distribution of Preferred Catalyst Channel Usage for Obtaining Parenting Information in Various Scenarios

Figure 3-5 Distribution of Focus Points on the Maternal and Child Vertical Platform

Figure 3-6 Top 10 Utilization Rates of Maternal and Child Vertical Platform Tools

Figure 3-7 Distribution of Attention to Parenting Topics in the Maternal and Child Vertical Platform Community

Figure 3-8 Distribution of online grass planting channels for mother and baby products

Figure 3-9 Distribution of Reasons for Planting Grass on Maternal and Child Products Online

Figure 3-10 Distribution of Priority Verification Channels for Maternal and Child Products after Planting Grass Online

Figure 3-11 Distribution of Channel Utilization Rate for Comparing Maternal and Child Product Information

Figure 3-12 Distribution of Reasons for Trusting Maternal and Child Vertical Platform Recommendations

Figure 3-13 Distribution of main purchasing channels for recommended products

Figure 3-14 Distribution of Willingness to Share Parenting Content on Other Platforms in the Maternal and Child Vertical Platform

Figure 3-15 Distribution of personal parenting daily life and experience sharing platforms

Figure 3-16 Distribution of Reasons for Sharing on Maternal and Child Vertical Platforms

Figure 4-1 Time distribution of browsing parenting related information on various platforms

Figure 4-2 Frequency distribution of maternal and child vertical platform usage

Figure 4-3 Distribution of Tone Evaluation in Parenting Field on Various Platforms

Figure 4-4 Satisfaction evaluation of parenting information on various platforms

Figure 4-5 Comparison of Vertical Platform Mean between Parent Baby and Mother Baby

Figure 6-1 Distribution of Expectations for Parenting Assistance from AI Q&A Function

Figure 6-2 Distribution of Willingness to Use AI Q&A Function in the Maternal and Child Vertical Platform Scenarios